Synaptic Web News

Content is crucial for just about any B2B business as it drives traffic and convinces your leads to become your customers. No wonder, most B2B businesses are increasing their content marketing budgets^[1] every year.But do they use content marketing to its full potential? How do you create content that serves several goals, like traffic acquisition and rankings?The big challenge with B2B contentWhile being extremely valuable to business success, B2B content is also extremely challenging for marketers to execute properly. The problem is twofold: Targeting.Unlike B2C content where you usually target a single human being, in B2B you have to keep the whole group of decision-makers in mind. This group is usually referred to as a DMU (a decision-making unit) and, depending on your platform and your target organizations, it can include the head of marketing, CEO, IT representative, CTO, etc.In other words, B2B content targets a group of decision-makers and normally takes more time (and more steps)^[2] to convert.Creating convincing content that appeals to every single person within a DMU is hardly possible:CEOs may need to know how your product will save them money Head of marketing will need to make sure that your product solves an existing problem without making their department redundant. In this case, the best interests of the CEO may be in conflict with the best interests of the marketing team, and yet, the latter is likely to be the final decision maker, so you will need to keep their needs and challenges in mind. The IT team will have to ensure your platform is technically possible (it is possible to integrate into their technical environment). Before you start creating your B2B content strategy for traffic generation, you