Creating original B2B content can be really, really easy... or it can be so f*cking hard you just want to pound nails in your skull.
But there are some basic ways to make it easier, especially if you're willing to do a little upfront planning.
First, identify a basic set of:
Audience parameters 👉 who you're targeting and what they're like
Messaging parameters 👉 how you should interact with them
For a lot of people, this kind of audience analysis is a pain, but you can tease out enough of the details by doing a little research and/or using an AI helper tool.
Whatever the case, what you want to end up with when you're done are a few key details in each category:
Audience Parameters:
Personality summary: typical traits, behaviors, and preferences of your target audience
Occupational pain points: specific problems, challenges, and/or frustrations that your audience faces in their professional roles
Occupational priorities: goals or objectives that are most important to your audience in their professional capacity
Company KPIs: specific key performance indicators the company regularly measures (or at least values)
Messaging Parameters:
Voice: personality or character as expressed through messaging
Tone: mood or attitude
Messaging subtext: the underlying or implied message, or key takeaway
Key features: aspects of a product or service that should be emphasized because they are unique, superior to competition, or particularly relevant to the audience's needs
Voices of authority: who you quote or reference to enhance credibility, provide social proof, and connect the audience with peer or aspirational perspectives
FOMO or No FOMO: whether to emphasize scarcity in an attempt to accelerate demand, or let discovery occur more organically
Themes: broad, overarching themes that resonate on a human or societal level, such as ambition, security, growth,innovation
Subject lines: the phrasing used in email marketing, blog posts or headlines
Then craft your content around those parameters.
I know... it sounds like more work, not less work.
But if you've ever stared down the barrel of a blank screen as a hard deadline approached, or banged your head against the keyboard trying to think up yet another angle, the upfront work is worth it.
Audience parameters help you figure out what to write; messaging parameters tell you how to write.
More specifically, here's the impact each parameter can have:
Audience Parameters:
Personality summary: helps you tailor your content to resonate on a more personal level, making your messages more engaging
Occupational pain points: addressing specific challenges your audience faces enables you to position your product or service as a solution, increasing relevance
Occupational priorities: allows you to align your product’s benefits with audience goals, making your offering more compelling
Company KPIs: highlighting how your product or service can positively impact KPIs can make your case stronger and more quantifiable
Messaging Parameters:
Voice: enhances brand identity and recall
Tone: helps content resonate with the audience’s expectations and preferences
Messaging subtext: deepens the audience's emotional connection to your brand
Key features: helps differentiate your product from competitors and aligns it more closely with what the audience values most
Voices of authority: lends credibility and relatability to your content, enhancing trust and authority
FOMO or No FOMO: can be a powerful motivator if used sparingly and appropriately, encouraging quicker decision-making
Themes: helps your content appeal to a broader yet relevant set of values and aspirations, making it more universally relatable
Subject lines: influences clicks, open rates, engagement, sharing, etc.
Not that this kind of research and analysis is easy, but the time you spend doing this on the frontend will more than make up for itself on the backend.
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