Why Resonate B2B Content is the Key to Unlocking Your Business Growth

Over 90% of B2B marketers use content marketing to reach customers ... so how do you make your brand stand out?

The answer lies in creating B2B content that truly resonates and connects with your target audience.

This type of content goes beyond simply informing to build trust, credibility, and emotional bonds with potential clients. It's the secret weapon that the most successful B2B brands use to fuel their growth engine.

In this comprehensive guide, we'll dive deep into the world of effective B2B content and show you how to harness its power for your business. You'll learn:

• What exactly great B2B content is and why it's critical for success
• How to craft content that speaks directly to your audience's needs and challenges
• Content marketing strategies that integrate with your overall go-to-market plan

Your goal is to develop content that doesn't just reach your audience, but resonates with them on a profound level. Let's get started.

What is Content that Resonates With a B2B Audience?

At its core, great B2B content is content that is finely tuned to the unique needs, challenges, and preferences of your target audience. It demonstrates a deep understanding of their world and positions your brand as a trusted partner in their success.

Content that truly resonates with your audience humanizes your brand and forges genuine connections with potential customers. Instead of pushing products, it pulls people in with valuable insights and solutions to their biggest pain points.

This type of content is especially crucial in the B2B space, where purchase decisions are often high-stakes and made by committee.

To create truly resonate content, you need to go beyond surface-level demographics and firmographics. You need to understand the goals, motivations, and emotions that drive your audience's decisions. Only then can you craft messages that strike a chord and compel action.

As we'll see in the next section, developing this type of deep audience understanding requires a strategic, data-driven approach.

So how exactly do you go about creating resonate B2B content? Let's take a look at some key strategies and tactics.

Why is Producing Great B2B Content a Vital Content Marketing Strategy?

Your audience is bombarded with information from all sides. To capture their attention and drive real business results, your content needs to make them feel understood and provide unique value.

Without resonance, your content will get lost in the sea of sameness. But with it, you can build a community of engaged followers eager to hear from you.

How Are Your Content Marketing Strategies Related to Your Go-to-Market Strategies?

Your go-to-market (GTM) strategy is your plan for reaching and serving your target market. And resonant content is the fuel that powers it across the customer journey.

From initial awareness to consideration to decision-making and beyond, your content marketing efforts play a critical role. Here's how:

Awareness

Resonant thought leadership content helps you capture attention and establish your brand as a credible expert.

Engagement

Compelling content keeps prospects engaged as they evaluate their options and compare providers.

Conversion

Customer success stories, case studies, and demos give buyers the confidence to choose you.

Retention

Ongoing educational content delivers value that keeps customers loyal and coming back for more.

Growth

Insightful content encourages customers to expand their use of your solutions and advocate for your brand.

At each stage, content that resonates makes your GTM efforts more effective and efficient. Delivering high quality content is the linchpin that aligns your marketing, sales, and service teams around a unified customer experience.

Creating this type of content (using AI tools where appropraite) can help with avoiding GTM bloat and maximizing ROI.

Using a GTM AI platform such as Copy.ai as part of your GTM tech stack means you can streamline content production using Workflows and ensure your brand voice remains resonant across all touchpoints.

The result? A GTM strategy that runs like a well-oiled machine, driving repeatable, scalable success.

How to Use AI to Create Resonant B2B Content

Creating content that truly resonates with your B2B audience is crucial for marketing success. But it's not always easy.

The members of your target audience all have unique needs and challenges that you must understand and address. Generic, one-size-fits-all content simply won't cut it.

So how do you develop B2B content that builds credibility and drives real business results?

In this guide, we'll walk you through a proven, 7-step framework for crafting compelling content that connects with your target buyers on a deeper level.

Tip: If you're not familiar with Copy.ai's Workflows feature, take a look through our Workflows tutorial before following the steps below.

Step 1: Conduct Audience Research and Build Data-Driven Personas

The foundation of resonant content is a deep understanding of your audience. Who are they? What are their roles and responsibilities? What challenges do they face?

Use Copy.ai for competitive intelligence to gather rich insights about your target buyers. You can then incorporate this data into your CRM (using workflows and Copy.ai integrations) to build robust, multi-dimensional persona profiles.

Our data enrichment tools let you go even further with this process.

The more intimately you understand your customer's world, the better equipped you'll be to create engaging content that speaks directly to their needs and preferences, offering tangible benefits and practical solutions to their problems.

Step 2: Map Content to the B2B Buyer's Journey

B2B purchase decisions often involve multiple stakeholders and extended buying cycles. To be effective, your content must align with each stage of this complex journey.

Develop a strategic framework that maps specific content types and topics to the awareness, consideration, and decision stages. Use AI for sales and marketing to guide your content planning and ensure that you're delivering the right messages at the right times.

Supporting buyers with relevant, stage-appropriate content means you'll establish trust and credibility that can lead to profitable customer relationships.

Step 3: Focus on Thought Leadership and Credibility Building

B2B buyers are increasingly looking to industry experts and thought leaders for guidance and inspiration. To resonate with this audience, you need to create content that shows a clear understanding of the trends, challenges, and opportunities shaping their world.

Tap into the expertise of your internal subject matter experts. Collaborate with them to develop authoritative, insightful content that showcases your brand's unique perspective and value proposition.

Leverage AI tools for content marketing to streamline the creation process and ensure that your thought leadership content is always on-point and on-brand.

Step 4: Leverage Diverse Content Formats and Channels

Different people consume content in different ways. Some prefer long-form articles, while others gravitate towards visual formats like videos and infographics.

To maximize resonance, develop a diverse mix of content types that cater to various learning styles and preferences. From blog posts and whitepapers to webinars and podcasts, aim to offer something for everyone, letting you reach larger B2B audiences.

Optimize each piece of content for relevant keywords (to rank well in search engines) and for multiple channels of distribution. Use AI for bulk content creation to efficiently produce and repurpose assets at scale, ensuring that your message reaches the right people in the right places.

Step 5: Incorporate Data, Case Studies and Storytelling

B2B buyers are data-driven and results-oriented. To earn their trust and confidence, your content must be grounded in facts, figures, and real-world examples.

Use industry research, surveys, and your own data analysis to back up your claims and arguments. Share case studies and success stories that illustrate how your solutions have helped companies like theirs achieve their goals.

Don't underestimate the power of storytelling. Weave compelling narratives throughout your content to make it more engaging and memorable. Use AI for automated product descriptions and other assets to efficiently customize content for different segments and personas.

Step 6: Consistently Reinforce the Brand Voice

Your content is an extension of your brand. It should reflect your unique personality, values, and way of communicating.

Define your brand voice in clear, concrete terms. What tone and style best represent your brand? Are you authoritative and professional? Friendly and approachable? Innovative and cutting-edge?

Document these guidelines and share them with everyone involved in content creation, as well as adding them within your AI for sales platform.

Speaking with a distinctive, recognizable brand voice lets you build stronger connections with your audience and differentiate yourself from competitors.

Step 7: Continuously Measure, Optimize and Iterate

Resonant content is never a "set it and forget it" proposition. To ensure that your content remains relevant and effective over time, you must continuously measure its performance and optimize based on data-driven insights.

Set up a comprehensive measurement framework that tracks key metrics like engagement, lead generation, and revenue impact. Use AI tools to analyze your data and surface actionable insights and recommendations.

Based on this analysis, refine your content strategy and tactics. Double down on what's working and jettison what's not. Tweak your AI workflows and experiment with new formats, topics, and distribution channels to keep your content fresh and engaging.

Embracing a culture of continuous improvement allows you to adapt to changing audience needs and preferences and stay ahead of the competition.

What the Internet Thinks About Creating Content That Resonates With B2B Audiences

If you want to dig deeper into the world of B2B content creation, here are some great places to learn more about creating B2B content that resonates.

Top 3 Subreddits:

1. r/content_marketing - Discusses strategies and best practices for creating effective content marketing campaigns, including B2B content.
2. r/B2BMarketing - Focuses specifically on B2B marketing strategies, tactics, and content creation.
3. r/marketing - Covers a wide range of marketing topics, including discussions on creating resonant B2B content.

Top 5 Quora Questions:

1. What are the essential components of a successful B2B content marketing strategy, and how can digital marketing agencies craft and implement compelling content that resonates with target audiences?
2. B2B marketers: How do you uncover customer value and create messaging that resonates with your customers?
3. How do you overcome common challenges in B2B content marketing?
4. How can I create high-quality B2B content that attracts and engages my target audience?
5. How do you create a content strategy for B2B buyers' journey mapping?

Recent Podcast/Interview Appearances:

How AI is Transforming B2B Sales with Morgan J. Ingram and Kyle Coleman (YouTube, May 3, 2024)

Kyle Coleman, Copy.ai's CMO, talks with Morgan J. Ingram from AMP about:

• The top AI platforms and tools that are boosting sales productivity
• Case studies of B2B companies and how they're using AI to crush their sales goals
• Tips for getting started with AI for sales (for companies of all sizes)

Use Copy.ai to Unlock the Power of Resonant B2B Content to Fuel Your Go-to-Market Success

Creating content that truly resonates with your target audience is the key to capturing attention, building trust, and driving meaningful business results.

But developing resonant content is easier said than done.

It requires a deep understanding of your buyers' needs, preferences, and challenges. It demands a strategic approach to content planning, creation, and distribution. And it involves a commitment to continuous optimization based on data-driven insights.

Fortunately, the rise of AI-powered tools and workflows is making it easier for B2B marketers to meet these challenges head-on. Leveraging solutions like Copy.ai means go-to-market teams can streamline the production of high-quality, customer-centric content at scale.

From automating audience research and persona development to accelerating content customization and maintaining brand voice consistency, AI is transforming the way B2B content is created and managed.

If you're looking to take your B2B content to the next level, it's time to start exploring the potential of AI. With Copy.ai (the world's first GTM AI) at your disposal, you'll be well-equipped to create the resonant, impactful content that your audience demands and your business needs to thrive.

You can also use Copy.ai to supercharge every aspect of your sales process, with workflows for outbound sales automation, data enrichment, sales rep training, prospect research, and much more.

Go ahead and book your free demo today, so our team can show you how Copy.ai can become a key part of your content marketing strategy.