5 Crucial B2B Content Marketing Strategies That Drive Conversions

We've written a lot about why unique content is so important for B2C (business-to-consumer) sales. But what about B2B (business-to-business)? If your company relies on B2B sales, then you're probably well aware that you need a content writing services company, and that they are somewhat different than B2C firms. While there's certainly quite a bit of overlap, B2B product content requires special considerations due to its distinct audience. Looking for ways to make your B2B content shine? Keep reading for 5 content strategies to reinvigorate your B2B product pages.

5 Content Marketing Strategies to Reinvigorate Your B2B Product Pages

• Crafting the right persona. Did you know that B2C customers are more likely to do extensive research before ever visiting your site? Combine this with probable years of industry experience, and you have a client that knows what she wants and needs to feel confident that she's choosing the best place to purchase it. Keep in mind that your B2B shopper is fully aware of industry lingo and won't require much in the way of basic explanations. Instead, they want to see your expertise demonstrated through your content. Using a straightforward voice that's backed up by well-researched information is a surefire way to win these customers over and help them see you as an established authority. Curious about crafting customer personas? Check out our recent blog post for more information

• Find the pain points.  B2B customers expect solutions, perhaps even more so than B2C shoppers. Think about it this way: you probably have a packed to-do list, and your potential clients do too. Because of this, they will expect you to take the time to fully understand their needs and address them in your content. Make sure your product description pages speak to the pain points your products can solve and show that you anticipate customer needs as they arise — and maybe even before they do. By demonstrating this kind of awareness, you help potential customers see you as the ideal partner for their current purchase, as well for future needs.

• Optimize text and images. Obviously all your product descriptions should be clear and easy to read. What are you doing beyond this to make things simple for your clients? One good place to start is 100% accurate product attributes. This information gets down to the most specific details of an offering, and B2B customers will need it to make comparisons. You never want potential clients looking elsewhere for this information, since they may very well decide to shop on that site as well. It's also important to keep content fresh and relevant, so every product record on your site should have the most up-to-date information and be adjusted in a timely fashion should changes occur or inconsistencies be found.  Finally, optimizing the experience with high-definition photos and videos adds another layer of detail that every customer will value.

• Provide easy, intuitive navigation. You could have the greatest product content online and the most innovative offerings, but if no one can find them, they're not going to do much good. Let's say you offer 1,000 items. B2B customers trying to compare products will have a much easier time if every item is organized within logical, easy-to-navigate hierarchies. This lets customers view your entire assortment with minimal effort, minimizing the desire to visit competitor sites. Additionally, you'll create opportunities for cross-selling and up-selling that result in more eyes on your products and more conversions over time.

• Create compelling content.  Whether you're creating unique product copy for a B2B or B2C audience, there are some universal elements of great product descriptions. First and foremost, make sure that all of your descriptions are factually and grammatically correct. Inaccurate information and careless errors will dent your reputation and diminish customer trust, and B2B buyers will evaluate you for the same sense of professionalism they insist on for their business. In the same vein, strive for an active, engaging tone. Don't slip into a passive voice, and always remember that product content must connect with a reader to make an impact. Emotion matters, and it's possible (and essential) to make content engaging for any product description.

What's your take on the best way to approach B2B content? We'd love to hear some of your content marketing strategies in the comments. And if you'd like to hear more from us, you can follow us on LinkedIn and Instagram.