B2B content marketing that gets attention

Any content that demonstrates expertise, builds trust, helps buyers throughout the funnel, and keeps prospects engaged can be considered content marketing. Tactically, this content may take the form of white papers, infographics, case studies, testimonials, videos, articles, blog posts and more. B2B content marketing includes anything that engages and educates a buyer during the decision-making process.

The long sales cycles of many B2B products and services mean that buyers do their research and stay in the funnel a long time. Good, attention-getting content will establish your company as an expert and one to be trusted, will keep your prospects’ attention throughout the sales cycle and will provide the guidance they need to keep your company in the consideration set.

At VantagePoint, we know how to write B2B content, with a 30-year history of B2B marketing. We believe strategy and research is an important foundation: you have to know who your audience is and how they best consume content.

Once that’s determined and the best content tactics are chosen, then the writing process varies depending on the medium. But a clear, authoritative and engaging communication and writing style are important above all.

Our writers will interview your experts and build a wealth of knowledge about your product or service. We’ll then create a content outline for you or your SME to approve, and finally, we’ll start writing. The content type — blog post, infographic, case study, etc. — will dictate what the finished product will look like, but you’ll get a chance to approve the final content before it’s shared with the world.

An often-neglected area of content marketing is its relationship with website design and the UX/UI experience. If you’ve got great content, but it’s buried on your website (or worse, not even shown on your website!), then your efforts are largely wasted. We use our web design expertise to develop sites that showcase attention-getting content and make sure that your content is easily findable and easily consumed.

Attention-getting, clearly communicated content that establishes your company and your employees as experts is critical at early stages of the buyer’s journey. The more quality, authoritative (and non-sales-y!) content available to your prospects, the more they’ll trust what you have to say. And the more they trust you, the higher you’ll rank on their short list of companies to do business with.

Any number of reasons can contribute to content marketing failure, including not adequately sharing the content, not keeping your audience’s attention, being too promotional, equating “content marketing” with sales collateral, burying your content on your website, content that’s directed at the wrong audience, or content that’s just too boring to be interesting.

This is the Holy Grail — everyone wants their content to be the first thing Google lists. Anyone who promises this is not reputable, but you can improve your chances of ranking highly with content that is: strategically written to capture important and well-researched keywords, well-designed to get and keep your audience’s attention, and well-written to demonstrate authority and increase engagement.

Search engines reward content that’s authoritative and engaging. While your website can, to a certain degree, serve that purpose, additional content in the form of content marketing will provide more opportunities for search engines to find you. By using your content to strategically incorporate keywords and phrases that resonate with your audiences, you’ll increase your search engine rankings and improve your overall SEO.

Because we believe that strategic analysis of your audience and their content needs is important, each package will vary. But tactics could include things like blog posts, infographics, animations, white papers, case studies, videos, testimonials, videos, articles, and motion graphics.

A good B2B agency resource will prioritize a strategic and data-driven approach to knowing your audiences and their buying needs, will have a wide range of tactics in their toolbox, will have SEO expertise to be sure that your content can be found, and will have the B2B experience to understand how content marketing integrates with the complex channels and buying cycles of these unique audiences.

Of course you can. But our nearly 3 decades of B2B experience mean we can think strategically about your content, and our award-winning team of writers and designers help create attention-getting content you might not have time to build.