OnTarget

10 Tips for Writing Compelling B2B Marketing Content

By: Jennifer Scott

Business to business marketing is one of the most niche content marketing industry in the world. Relatively hidden from the eyes of the consumer world, B2B marketing requires a certain edge and mastery to be able to produce effective results. Whereas for public marketing you can rely on things like humour, funny cat videos and other kinds of disposable media, B2B marketing has a few rules, guidelines and restrictions that you need abide by.

This doesn’t mean that you can’t include funny cat videos if you don’t want to, your content still needs to be engaging, but it needs to be engaging a different way to B2C content posts. To give you a helping hand, here are ten tips to help you create the best B2B content you can.

1. Be Direct

Individuals who are reading your business posts may not have a lot of time. In B2C marketing, you can take your time in reeling the lead into your content, creating a nice story for them to follow or lots of pictures to catch their attention. B2B content, however, needs to be straight to the point and as short as possible. This allows the individuals reading it to take the information they need or want quickly and without the tassels.

2. Remain Engaging

No matter who you’re marketing to, don’t be boring. Even if you’re writing about something that, at its core, is boring, find ways to make it exciting, or at the very least, interesting. For example, if you’re writing about cat litter, after your first draft, consider the language you’re using, the structure of the document and find ways to make it punchy and impactful.

3. Writing Style

In the workplace, people speak business terms and [...]

Member Spotlight: Amanda Roche

Name: Amanda Roche

Company: Orlando Economic Partnership

Job Title: Associate Director, Marketing & Communications

Bio: Amanda Roche serves as the Associate Director, Marketing and Communications at the Orlando Economic Partnership. Amanda has over six years experience working in marketing, branding, public relations and strategy. She earned a Master in Business Administration from Rollins College Crummer Graduate School of Business and a Bachelor of Arts and Science in Critical Media and Cultural Studies, with a minor in Economics. She currently serves on the Community Advisory Council (CAC) and provides on-air talent for the Rollins College non-profit radio station, WPRK 91.5 FM.

Favorite Quote: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

Favorite Orlando Spot: East End Market
Fun Fact About You: My cat’s Instagram has more followers than my personal one 😀

By |July 10th, 2017|Blog, Membership Spotlight|Comments Off on Member Spotlight: Amanda Roche|

Content Marketing World returns for a 7th year – Save $100!

Content Marketing World returns to Cleveland, OH USA for a 7th year this September 5-8, 2017.

If you’ve been to – or heard of – CMWorld, you know it’s the largest content marketing event on the planet. Who is there? 4,000 marketers, writers, communications specialists, PR practitioners and hopefully you!

CMWorld consists of four days of epic content marketing advice, case studies, tangible learning from some of the best in the business. Brands you know, brands you might not know – but all with a common thread: They’re creating content marketing that is helping their business grow.

Day 1: Workshops! Do you want to hone in on your writing, SEO, or agency relationship? CMWorld has a workshop for that. Visit the agenda page to see what else is happening on May 5.

Days 2 and 3: There will be 24 – TWENTY FOUR – tracks over these two days covering all aspects of content marketing from ideation and creation through distribution and measurement. Sessions have been organized by track, and have also been labeled by B2B vs. B2C, and beginner, intermediate and advanced. While attendees don’t need to stay in the same track on these days, the schedule is organized to help attendees better plan their week.

Day 4: In the morning, CMWorld will have a few more main event sessions, as there were too many great sessions and speakers from which to choose. Afterwards, Industry Lab day starts, so whether you’re in manufacturing, healthcare, financial services, nonprofit and so much more, this day is to work with others in your industry to discuss and work through your same challenges and opportunities.

We’re partnering with Content Marketing World this year to make sure that our community knows about this great [...]

By |May 19th, 2017|Blog, Events|Comments Off on Content Marketing World returns for a 7th year – Save $100!|