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5 Questions to Ask Before Publishing B2B Content

We’ve been considering an “Infrequently Asked Questions” series—covering the most common mistakes B2B content teams make and how to avoid them. For now, we’re going to highlight a few of our favorites. Feel free to add your own or ask for more!

1. Did you remember to use industry jargon and acronyms?

That’s right! Unlike traditional marketing copy of the old days, B2B content is best delivered with plenty of jargon, slang and acronyms. Don’t overdo it, as it may seem forced. But, speak to your audience as you would in a sales call, presentation or meeting. Doing so gives you the “street-cred” that sets you apart.

2. Are you admiring a problem or actually solving it?

B2B Content Marketing rule #1 is to help solve the visitor’s problem or help them make a decision. Because this usually requires “set up” on the content producer’s part, this can often lead down a slippery slope of wallowing or wading in the problem instead of actually addressing it. We like to call it “procrastinatory content.” This is especially true when outsourcing to a producer who’s still ramping up on your business’s complexity. State the problem enough to show you “get it.” Pull in some solid research, stats and backup. Then, get to the point.

3. Does your voice match the venue?

White papers and case studies call for a pretty factual voice and tone. However, blog posts, social media updates and many other content marketing types typically perform better with a more informal voice and tone. Bottom line: You can still gain credibility while remaining approachable. Make sure your content marketing team defines voice and tone for each medium and builds in check points during editing and production.

4. Do your visuals “play nice” with your content?

This seems simple, but is so often an afterthought. Think of your visuals as part of the content, instead of icing or the cherry on top. As you develop the content’s concept and value, consider your visuals ahead of time. Charts, graphs, pull-quotes and conceptual drawings are especially helpful in B2B content—adding unique insight, credibility and visual interest. That said, don’t be afraid to beef up your content with images that arrest attention and show your business’s fun side—especially in your blog posts.

5. Do you have an in-house content marketing plan?

Creating awareness about your latest content marketing piece shouldn’t start outside your front door. In fact, your internal teams can be your greatest content evangelists, supporters and marketers. Make sure your content gets the mileage it deserves.

Deana Goldasich

Deana Goldasich, CEO and founder of Well Planned Web, plans and implements Content Marketing to help clients nurture leads, market their expertise and create an impactful presence online.

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