Web content is one of the best ways to inspire trust in the B2B world.
The most powerful Web content is:
- Relevant: it speaks to the needs, pain points, and questions of your audience.
- Helpful: it serves a purpose in moving readers toward their business goals.
- Informative: it gives insights that help with a business or buying process.
- Useful: it’s designed so the audience can use its “takeaways” right now.
By publishing Web content, you show the people in your target market you’re determined to add value, not just make sales. Most of that value actually comes before an agreement is inked, as people explore the free content on your blog.
Here’s how to amplify the power of your Web content to create real bonds of trust:
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Aim for Valuable Experiences
Content comes in many forms, and each medium provides the opportunity to craft a better overall user experience. Aim for cohesive, complete educational experiences that incorporate text, video, and interactive content – this way, you appeal to many learning styles.
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Personalize Web Content Over Time
Dynamic content is the key to personalization. Dynamic content uses the data you have on specific users to tailor content to their needs. This produces the feeling that your brand both knows and understands your users on an individual level.
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Don’t Ask for Too Much
People don’t want to be hounded for information when they just want to read a blog post or see a video. Collect details in a progressive, low-touch way. The sign-up form for your lead magnet is a great place to get started, but don’t overlook the potential of smaller, later conversions.
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Publish Web Content Consistently
The more content you publish, the more effective it will be in influencing search engine visibility. Plus, it will encourage people to follow your content, particularly your YouTube channel and blog. Consistency demonstrates you are serious about staying on the cutting edge.
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Use Research and Feedback
Your content should always be aligned with a buyer persona. Over time, that persona is sure to change. People’s needs, tastes, and preferences evolve, and so should you. Solicit feedback from satisfied customers and prioritize market research to identify emerging trends.
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Keep Most Content Free
Content should almost always be free and available to the public. The major exceptions here are your lead magnets, which should be gated behind an email list signup, and potentially your case studies or product demos, which are usually gated behind a contact or signup form.
Content is your opportunity to shape how your brand is perceived. These six tenets will help you build rapport with your leads, setting the stage for a productive relationship.