Writing to Explain (With a Pinch of Persuading)

“The Web forced every company to become a publisher.” Gordon Graham

Companies must create original content nowadays almost to exist at all. Their fresh content goes up on the internet, gets indexed, and starts showing up in search results. That’s when the traffic starts showing up at their site.

More visitors = more sales. More content = more sales.

Blog posts, case studies, e-books, newsletters, press releases, slide decks, speeches, and white papers. Companies need fresh content so they will rate high in Google search results and prospects can find them.

B2B prospects want different content

Convincing individuals to buy online — going Business-to-Consumer (or B2C) — is hard enough. It’s even harder Business-to-Business (or B2B). Your business customers require mucho info to make an educated purchase. They want to see:

• Case studies from satisfied customers
• Slide decks that outline latest features
• Press releases on your company
• Video that show how to benefit from your product(s)
• White papers that present cost-benefit analyses

B2B buyers might require weeks or months to decide on a purchase. They might download, go over, and debate this type of content from competing providers.

What type of information would make B2B customers skip lunch?

What about:

• Another sales pitch? (Most B2B customers avoid these like the plague.)
• A great story? (Their boss isn’t paying them to be entertained at work.)
• Something persuasive that challenges their opinions? (Not what they go to work for.)

B2B customers want something else

“Something that helps them understand a business issue, solve a business problem, make a business decision, or simply do their jobs better. We all want useful, practical tips and advice that help us on the job. Don't you?” Gordon Graham

Business buyers need writing that helps them understand “something they need to know.” Writing that nudges them — without overt selling — to reach a sensible conclusion or make a wise decision. Writing to explain, in other words, with a pinch of writing to persuade.

Good B2B content is based on facts and logic and the occasional call to emotion, from an organization that wants to be seen them in the best possible light.

Ask me about creating this kind of content for your B2B marketing.

SOURCE: “How ‘Writing to Explain’ is the Foundation of Content Marketing” by Gordon Graham