How to Create White Papers that Build Authority, Traffic, and Leads

Writing a white paper seems daunting, so you might wonder if it’s worth it. This common B2B content marketing asset is certainly among the most impressive. But, as a B2B marketer, you might ask if an easier-to-create ebook or infographic will help you reach your objectives just as well. This blog article should help you answer this question.

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Is There a Difference Between B2B and B2C Content? Here’s What You Need to Know.

Concept: Apples, Not Oranges

Are B2B and B2C content like apples-to-apples…Or apples-to-oranges?

The picture above gives a pretty clear picture of my point-of-view: B2B and B2C content are like apples-to-oranges. But in actuality, it’s not really one or the other.

To mix metaphors, they are two different animals, although related—perhaps like wolves and dogs. They share a common canine ancestor, but it’s important to know the difference if one comes sniffing around your backyard! It’s equally important for content marketers to understand how B2B and B2C content differ so that they can use a strategy that works for their audience.

Continue reading “Is There a Difference Between B2B and B2C Content? Here’s What You Need to Know.”

Be a Better B2B Marketer with Audience Personas …Here’s How!

Who is your ideal customer?

Ideal customer circled in read
Know your ideal customer by creating an audience persona

When you create messaging and programs, who are you writing for? Do you really know your ideal customer–or are they nameless, faceless statistics?

If all you know about your customer is dry demographic data–their age, gender, income, and title–there’s no personal connection. You may stereotype them, or simply guess what their problems are. Worst of all, you can fail to engage them in a way that leads them to your unique products and services.

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