How to start with B2B content personalisation

With technology enabling customisation across the board, businesses are growing to expect tailored communication. B2B content personalisation is how you can market smarter and nurture strong relationships. These 4 tips will help you set out personalising your B2B content.

Posted by Team Edisol

Over the years, marketing tactics for both B2C and B2B clientele have evolved, and the once very clear distinctions are no more. As a result, B2B content marketing has a lot in common with B2C, especially when it comes to addressing the needs of the customer. New-age B2B prospects expect a similar level of content personalisation and then some. In fact, around 72% of B2B customers expect brands to approach them with a deep understanding of their needs. For the uninitiated, this change can be quite daunting, especially considering that creating a personalised B2B content marketing strategy isn’t a light ask.

To help you learn how to personalise B2B content and understand the benefits of B2B marketing, here are 4 smart B2B content personalisation tips.

Leverage your website and its elements to the maximum

How to make B2B content more personal? First, optimise your website’s home page and key landing pages. Your website is among the few places that a prospect interacts with your content and so, the content housed on it should offer some degree of personalisation. While it is virtually impossible to tailor your content to every unique customer, there are a few ways by which you can deliver personalised B2B content. For instance, you can start by simply categorising information and data based on key demographic factors. Under each section, you can ensure that industry-specific content is available to increase interactivity.

Another approach is to personalise your CTAs based on the prospect’s needs. Here, you either have a separate landing page with tailored content or make use of automation tools that dynamically prioritise content and CTAs based on the visitors’ interests, demographics, etc. With the latter, you can rely on a large resource bank of content, be it articles, blogs, or B2B video content, without having to invest in segmenting it specifically for unique users.

Focus on B2B personas for marketing and advertising

With a treasure trove of analytics data available for all your brand’s digital platforms, it is very easy to personalise B2B content efficiently. However, to get it right, you must first identify the types of audiences you want to attract and those that you already have.

Based on this, you can create advertorial content that offers a completely targeted experience. In fact, with a targeted B2B content strategy, you may actually boost your click-through rate (CTR) while reducing the cost per click (CPC). To take it one step further, you can optimise the digital experience by tailoring the content that prospects see when they click on your ads.

Personalise your B2B sales pitch

Just as regular customers have grown to expect a personalised sales experience, so have businesses. In today's world, you simply cannot hope to convert a prospective business customer with a generic, standardised sales pitch. This gives off a wrong message and completely passes by any golden opportunities you have to make your case. The sales pitch is that point in the cycle where your content should not only convince the business of your capabilities, but also highlight why you’re a viable fit. With a generic pitch, you could miss out on this opportunity but with content personalisation, B2B marketing is bound to be more effective.

Incorporate social media interaction into the B2B content mix

Social media is a powerful tool, especially when the goal is to offer personalised B2B content. Nowadays, brands have a digital presence on more than one site, and this means that you have a near-endless stream of information to tap into. This is an invaluable resource and allows you to create content that is unique and convincing. You can also take it one step further and initiate conversations or offer solutions based on the data you find. B2B content distribution should never be restricted to legacy channels as times have changed and, with it, the client base too.

With all these tactics available to you today, you simply cannot ignore B2B content personalisation. In fact, focusing your efforts on producing high-quality content not only helps you win over clients, but also helps breed long-lasting partnerships. In the business world, such bonds are far more valuable than a one-time sale, thus highlighting the importance of content personalisation.

To better target your B2B prospects and achieve higher rates of success with your content marketing efforts, grow your brand with Edisol.