Scene from a cocktail party:
“So, Josh, what do you do?”
“I’m in marketing.”
“Oh, like Mad Men? Ad campaigns and stuff?”
“No, it’s content marketing.”
“Oh, like the Wendy’s Twitter account?”
“…Sure… like that.”
I’ve had variations on the above dialog extra occasions than I can rely. I’ll normally depart it at “Wendy’s Twitter account” in the curiosity of adjusting the topic. No one has the endurance for, “I write business-to-business content designed to help people do their jobs better, which also builds affinity for a client brand, with the end goal of influencing purchase decisions.”
So most individuals suppose I simply write enjoyable stuff all day, that it’s a purely inventive job. But my fellow B2B entrepreneurs know higher. Content advertising and marketing requires an extremely various set of expertise, and “innate writing ability” isn’t even the most vital one.
Most individuals suppose I simply write enjoyable stuff all day, that it’s a purely inventive job. But as my fellow #B2B entrepreneurs know, #contentmarketing requires a various set of expertise. @NiteWrites Click To Tweet
Here’s my checklist of must-have B2B content material advertising and marketing expertise. If you’re trying to get into the profession, fill out your workforce, or, say, rent a advertising and marketing company, maintain these in thoughts.
12 Must-Have B2B Content Marketing Skills
This checklist is split into two classes: The “hard skills” that you simply be taught via instruction, and the tender expertise that rely extra on private growth and human interplay.
Four Hard Skills
#1 – Search Engine Optimization
You don’t need to be a SemRushin’, Google Analytics wizard to be a content material creator and strategist. But creating nice content material does require a stable understanding of fashionable search engine marketing practices. You ought to know find out how to perceive search intent, dig into ambiguous key phrases, and create best-answer content material that meets search demand.
#2 – Social Media Marketing
You could have a devoted social media particular person or workforce, however content material entrepreneurs ought to nonetheless know find out how to create compelling B2B social posts that appeal to consideration with out breaking the model voice. You must be updated on what kind of content material performs greatest on every platform.
#three – Influencer Marketing
Content entrepreneurs ought to know find out how to co-create content material with influencers. That means writing a framework that enables for collaboration, asking the proper inquiries to information influencer responses, and even conducting clever interviews. Content entrepreneurs’ experience makes all the distinction in the ensuing content material feeling cohesive and compelling.
#four – Measurement
Measurement is what turns content material into content material advertising and marketing. Content entrepreneurs ought to be capable of strategize, create targets and metrics that match them, monitor progress, and finally optimize over time.
Eight Soft Skills
#1 – Empathy
The coronary heart and soul of any content material advertising and marketing is empathy. You have to have the ability to take the buyer’s perspective and make a human connection. Empathy is much more vital in B2B content material, as a result of it retains the content material centered on individuals.
It’s straightforward to lose the human connection while you’re writing about container-based software-as-a-service platforms. That empathy for the individuals, the purchaser, the finish person, must be what drives the content material.
That empathy for the individuals, the purchaser, the finish person, must be what drives the content material. @NiteWrites Click To Tweet
#2 – Creativity
I’d argue B2B content material requires much more creativity than B2C. The distinction is having to work inside strict limitations. Big B2B manufacturers have complete departments involved with model fame, model voice, requirements and practices, authorised picture libraries and fonts… Content creators have to supply one thing eye-catching and significant with out breaking any of those limitations. And they need to know when it is smart to push the boundaries.
#three – Communication
The success of B2B content material is dependent upon explaining advanced ideas in easy phrases. You could know all the ins and outs of your answer, however odds are your viewers received’t. Clear, jargon-free, conversational writing that provides worth is the solely solution to succeed.
#four – Organization
This talent is vital for any B2B marketer, however particularly in the event you work at an company. We’re engaged on a dozen completely different purchasers at anybody time, every with a number of property in numerous phases of growth. Without organizational expertise, it could be inconceivable to get every part performed on time (even with a devoted mission supervisor on workers).
#5 – Motivation
I learn just lately a few man who had been on the payroll of a significant company for over a yr with out ever doing any work. Seriously. Somewhere between restructuring and administration turnover, he merely received separated from accountability with out dropping his wage.
by way of GIPHY
That received’t ever occur for a B2B content material marketer. There’s nowhere to cover: We’re chargeable for concrete, quantifiable, and high quality deliverables. There’s no such factor as slacking off, and there’s no such factor as author’s block. The skill to push previous obstacles, buckle down and get the work performed is significant.
#6 – Confidence
Part of the job description is defending and explaining your work to stakeholders. For an company, that features account managers and purchasers. For a advertising and marketing division, that may embrace the govt suite, too. B2B content material entrepreneurs want the (justified) confidence to advocate for content material and strategy they know will likely be efficient.
#7 – Humility
The flip-side of confidence is the skill to place the content material forward of 1’s particular person ego. B2B content material is sure to undergo layers of evaluation, with every stakeholder including their very own critique and recommendations. Humility means that you would be able to take in constructive criticism and apply it with a watch towards producing the greatest content material potential. While confidence is essential, realizing your method doesn’t need to be the solely method is equally vital.
#eight – Collaboration
Finally, B2B content material advertising and marketing is a workforce sport. It’s not about making a reputation for your self — you may have weblog posts for that. It’s about partnering throughout areas of specialty to create one thing gorgeous. I discovered that my content material received even higher after I concerned the design workforce from the begin, for instance. Working intently with design, search engine marketing, influencer and social specialists solely makes the work higher. Here’s a shot of the gang I get to work with daily:
B2B Content Marketing Is a Game of Skill
I’ll admit it: Before I received into the discipline, I assumed content material advertising and marketing was simply getting paid to write down all day. Now I do know there’s much more to the job than simply filling buckets with prose. Content entrepreneurs are writers, strategizers, empathizers, collaborators, and a lot extra.
Need to stage up your B2B content material advertising and marketing? Our highly-skilled workforce is prepared and ready.