Art and Science of B2B Communicating

The art of storytelling sometimes gets lost with the rise of inbound marketing, recommendation algorithms, and search optimization. We consume so much data that these signals can easily overpower our storytelling, and we start acting and responding like machines.

Nevertheless, public relations, content creation, and social media have little impact if they aren’t optimized for search. If you are producing content that is not useful to humans or attractive to them, then the content gets kicked to the kerb as soon as the reader engages.

Often SEO is loaded with tasty words, quite honestly, superficial content, trying to trick the SEO algorithm. They may even get so technical on some innovative concepts that it makes no sense to the man in the street. Achieving a balance between the two is tricky – whom do you speak to, the buyer, the market, or the bot?

Do you realize that all content has three audiences:
  • The buyer. The customer you are trying to convince to buy your product,
  • The Market. The chance for technology to grow and for people to become more aware of new developments in the marketplace.
  • The Bots. SEO connects people to your thoughts and your leadership and helps build your authority.

Your audience differs depending on the context, but ask who is the primary audience and balance it in that direction.

Focus on problem-solving

Looking back over the decades of successful startups, you find that these companies started by solving big problems and searching relentlessly for answers. These companies were offered money, attention and algorithms. 

I sometimes get lost in the technology and lose sight of why the technology matters.

What problem are you solving? It is not about the praise and patents you have accumulated. Engineering effort does not equal market impact,

Cues from digital and non-digital signals.

Identify problems for which people are searching for answers and combine them with the non-digital signals you hear from your support team around the office. Find issues by searching social media Channels where potential customers hang out.

What questions are being asked by your customers – address those topics.

Or survey your top customers to discover their most critical challenges in the coming year.

Blend staff.

Draw in people from engineering, product and sales with their review style guides and technology term sheets which will bring all the team players together. Then everyone outside of marketing gets a chance to market new endeavours.

Recruit ”content makers” in or out of your offices and ask them for help.

Sprint, learn sprint again.

Long-form content performs well. But it is a heavy lift. To make content more approachable, break a topic into sprints – as software development teams do.

Design a series of shorter pieces that roll into each other. Just be sure to put the entire story up so folks who read ”Act One” can stay engaged.

A little bit of clever.

A little dash of cleverness in B2B technology communications can dramatically impact readers’ emotions. After all, humans are reading that content. Remember to focus your content on answering the problem you’re solving.

Recognize funnels are fragmented, and the journey is erratic.

Like a pinball machine, the sales funnel bounces people everywhere. Nowadays, enterprise tech users and buyers spend much time with your content before engaging with a human. You need to feed your audience\’s interests, allow them to drill down into more detail, and prompt other areas that may interest them. Give them some options and an exciting path, so the right lights turn on when the pinball hits.

Although there\’s no AI writing service churning out good blogs for SaaS companies, sometimes it feels like that\’s who\’s writing B2B content.

If you find yourself acting like a machine, remember the golden rule: What\’s your reader\’s problem, and how can you help them solve it? Then, add a dash of creativity and authentic writing and hit ”publish.”

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