The document provides a comprehensive guide on creating effective B2B content to drive leads by understanding the target audience, crafting a solid content strategy, and utilizing storytelling and social proof. It emphasizes the importance of clear calls-to-action, building relationships with readers, and leveraging data and testimonials to establish credibility. Overall, it highlights that well-designed content marketing can significantly improve conversion rates and lead generation.

1. How To Create B2B Content
That Drives Leads?

2. Your B2B content drives your site — either moving leads
toward a designated goal — or, if your content fails to
resonate, to a holidng pattern or dead-end. Most likely, if
you don’t have many leads, there’s a disconnect
somewhere in your content. Ready to discover how to
create content that effectively captures leads and drives
them down your sales funnel? Read on….
Let’s stop for a moment and appreciate how powerful
content is. Content Marketing Institute recently
conducted a study that showed that 88% of marketers use
content marketing as part of their marketing strategy.
Companies using content marketing in their marketing

3. strategy saw conversion rates a whopping six times
higher than their competitors. Well-crafted and quality
content is obviously at the root of success for many B2B
companies.
Build a Buyer Persona
Who is your audience? An idea or concept stored in your
mind is no replacement for hard, cold nuggets on paper.
To get a concrete idea of who your desired audience is,
answer these questions:
What is your audience or audiences’ pain points?
What does your audience want to learn to up their
performance or their company’s?
What sites and social networks does your audiece
frequent to find content?
What kinds of content are liked and shared on these sites?
What will their needs be at each stage of the sales funnel?
Once you know who your target audience is, it’s much
easier to create content. You’ll discover that your audience
will segment into particular sectors based on your

4. answers to the questions. Write down your answers so
that your whole team is on the same page, and your
content remains cohesive.
Tell Stories That Build Your Value
Your B2B content should never be left to chance.
Approach each piece of content with a dedicated strategy.
What do you want the content to do? Do you want to help
someone just starting out? Provide more advanced
information? How can your content educate someone to
take the next step and become a lead? Answering those
questions will guide you on what type of content to create
— a checklist for someone just starting out, a whitepaper or
someone further along.
How does your own story or company’s story add
credibility? You’ve no doubt read about someone who
survived tremendous odds to make it.
Check out social media star Jeff Bullas’ story here. I’m sure
you’ll agree with me that it’s compelling.

5. Now, you may very well not have the rags-to-riches story
Jeff has. No problem. Everyone has their own passion and
story. You just have to dig a little. What are you or your
company offering that will make someone sit up and take
notice?
Don’t forget the stories of your happy customers. Nothing
is quite as powerful as a delighted customer singing your
praises. Ask your satisfied customers for testimonials.
Create case studies weaving in quotes from a client.
Sprinkle these throughout your site and reference them in
your B2B blog posts. This stands as social proof of your
trustworthiness.
Collaborate with Influencers
Your audience likely won’t trust you overnight. You’re
definitely on your way, but in the meantime it helps to
piggyback on someone else’s reputation. We’re talking
influencers: someone with a veritable brand among your
audience.

6. Influencers ease the journey from passive browser to
engaged lead. They reassure a prospect that they’re not
giving their contact information to just another company
— they’re giving it to someone who is recommended by
Joe Influencer, whom they trust.
Pay Careful Attention to Your Brand
People aren’t drawn to a company — they’re drawn to a
person. Your brand needs authority, credibility and
personality. Prospects won’t stick around and become
leads unless they feel an attachment to your company.
Demonstrate your thought leadership by providing
educational, non-self-promotional content. This doesn’t
happen overnight. Spitting out a blog post or two or even
three isn’t going to get you far. You need a content
marketing strategy focused around specific topics and
issues your audience cares about. If you’re not sure what
type of content will appeal to prospects, don’t be afraid to
ask them. Start recording what questions you get asked

7. time and again. And start blogging about the answers. Do
some undercover work scoping out what competitors are
writing about. Don’t just copy but look for gaps or ways to
enhance what they’re doing.
Demonstrate Value
Nothing speaks clearer than numbers and data. Use this
factual information to prove the value of your product or
service. How many people have used your product or
service? Are sales doubling? Use the answers to those
question as proof points.
Use customer testimonials to buttress your points. Has
using your product or service caused a customer to get five
times more leads or an ROI of 100 percent? What other
numbers and facts can you use to enhance your
credibility? Maybe you have phenomenal customer
retention rates. Whatever proof you have, use it.
Answer Common Sales Questions

8. You no doubt receive multiple questions regarding your
products or services — but imagine how many people
never think to ask a question. Reach the silent majority by
publishing helpful and thorough answers, either in a
checklist or on the FAQ section of your site.
Include Relevant Calls to Action in Each Post
Your B2B blog is a powerful tool to capture the interest of
readers — but without clear calls-to-action, these posts are
nothing but dead ends. Use calls to action to entice people
to the next step or follow you in social media or subscribe
to your blog. Don’t create one-night stands but ongoing
relationships.
Steer Readers Toward Your Marketing
Craft some key posts that relate to your products and
services, and use these to gently steer your audience
towards your marketing pages. You can use a few
well-placed links that guide your visitors down your sales
funnel.

9. Gate Your Valuable Content
Have you recently published an eBook with valuable,
industry-leading information? Maybe you have the results
of a recent survey that provides insights into your industry.
Gate it! It’s valuable information that others will want,
and will easily exchange their contact information to get
it.
Your B2B content is an important part of your marketing
strategy. Don’t let it be an afterthought. Create content
that not only captures the interest of readers, but
motivates them to become invested leads.