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6 Characteristics of Great B2B Content

Remy Bernstein
Remy Bernstein

“Good enough” just won’t cut it when it comes to content marketing.

We hear a lot that content is king, but companies that produce the best content seem to rule over the largest kingdoms — and B2B content is no exception.

“Good enough” just won’t cut it when it comes to content marketing, so what can you do to stand out in the digital crowd? I've identified six key characteristics that separate great B2B content from the merely good, pulling evidence from some of our most successful programs to show why great content matters more in 2017 than ever before.

Great content is:

1. Compelling

The trick to winning over your target audience is creating content that grabs their attention —  and doesn’t let go. From crafting the perfect headline to keeping your articles concise and to the point, compelling content goes a long way in the competitive world of digital marketing.

Some marketers assume that B2B content can never be quite as exciting as consumer facing content; but The Mosaic Company, a global leader in phosphates and potash crop nutrition, proves otherwise. Its 10-episode fictional audio drama explores intriguing agricultural stories, often highlighting problems that could be solved with its services.

2. Entertaining

Regardless of subject matter, people want to be entertained. Some B2B topics may not be inherently fun and exciting — all the more reason to communicate them in a fresh new way.

Moz puts a fun spin on SEO with “Whiteboard Friday,” a weekly video series put together by different members of its team. By assigning fun personalities and perspectives to otherwise dry subject matter, Moz has found a way to entertain its target audience and create a dedicated fan following in the process.

3. Interactive  

Quizzes, Q&A’s and interactive tools encourage passive viewers to become active participants.  The key to creating successful interactive content is to think about what your target audience will find engaging and useful.

InfusionSoft’s aim is to reach entrepreneurs of all types, so its quizzes, like “What kind of entrepreneur are you?” offer a fun way to interact with potential clients. Promoting user engagement is always a smart move for B2B marketers looking to expand their brand’s reach.

4. Valuable

When business owners browse the web, they’re often looking for a specific answer or solution. Producing valuable content allows you to demonstrate industry knowledge while showing potential clients that they can trust your brand as their “go-to” advisor.

So what do B2B clients find valuable? The answer varies from industry to industry, but one brand that gets it right is MD Connect, a company that offers marketing solutions specifically for the healthcare industry. By regularly publishing content that helps healthcare brands stay up-to-date with ever-changing trends and strategies in the medical field, MD Connect builds authority and establishes trust with potential clients.

5. Visual

The average attention span of online users is rapidly declining; chances are your readers are looking for visual content that is easy to scan and can be processed quickly. In fact, according to Uberflip, “Only 41 percent of people read the text of a page that has substantially more text than visuals, whereas 87 percent of people who see infographics will read the accompanying text.” If potential clients land on your page and can’t find the answer they are looking for right away, there’s a good chance they’ll continue their search elsewhere.

While long-form articles are sometimes the best way to communicate a complicated or technical idea, try changing up your format once in awhile to keep followers engaged. IT specialist TeamQuest, for example, creates PDFs and hosts regular Webinars to create a more easily digestible experience for prospective clients.

6. Relevant

With so much information flooding the digital space, it’s more important than ever to be intentional about the type of content you produce. Even the most compelling, entertaining content will go unnoticed if it’s not relevant to your target audience and industry.

Precise Leads is an insurance lead provider that helps connect agents with prospective clients who are actively looking for coverage. The insurance industry is always changing and evolving, and Precise Leads stays ahead of the game, producing relevant content to help agents grow their businesses and client bases.

Don’t invest in content marketing just for the sake of following a trend. With careful planning and a little creativity, your B2B content can transcend “good enough,” and become truly valuable to your target audience.

Photo credit: one photo/Shutterstock

Remy Bernstein
Remy Bernstein Member
As COO, Remy directs all internal and client-facing operations for L&T Co., a brand publishing company with offices in New York City and St. Louis. A founding member of the Columbia University Startup Lab, Remy has overseen the precipitous growth of L&T's full-time staff and client base since joining the company in 2014.