Are Your Customers Actually Reading Your BtoB Content?
You may be wasting time, money and resources on all that copywriting
You hire an experienced copywriter to write your BtoB content. You have some excellent newsletters, blogs, e-mails, and articles going out on a regular basis.
But do you know if your customers are actually reading it?
Here are some ways to find out what’s going on and to actually provide BtoB content that actually does something…
Monitor and Update Your BtoB Content Regularly.
When you publish a piece of content, does it have a unique link at the end where readers click when they are finished? You can use this link to see how many people actually read the content and went to the next action step you designed.
You can also look at your Google Analytics to see how many people actually clicked on the URL of the content. Review your social-media conversations too. Are people sharing your content?
These are just some of the ways to track your content to make sure it is actually doing what you want it to do. And by monitoring your content, you can see what your site visitors are actually reading the most. If they aren’t looking at your content, you need to provide something new and different. If they are reading it, then you are doing something right. Prepare new content with the same, popular topics in mind.
What If Customers Aren’t Reading Your Content?
If you see that site visitors are just not looking at your content, it may not be the content. It may be the way it is presented.
Many people just don’t like to read anything. They are inundated with messages, and reading can be a chore.
Have you thought about providing content in different formats? How about creating videos, podcasts, Webinars, Infographics, apps, and more? There are a multitude of ways to get your message out there, and you may find that you thought your target market viewed content in one way, when in reality, you are going in the wrong direction.
If this is what is happening, it’s time to have some fun. Think about new and interesting ways you can reach out to your customers.
What about doing a fun contest or survey?
How about having your biggest fans create video testimonials?
Maybe you can help out a charity with a fundraising event or throw a special party?
You are only limited by your imagination!
Stop Sharing Boring Content That Doesn’t Work!
If you really want your BtoB content to work, you need to give your customers what they want and provide something unique. Stop doing what your competitors are doing! Instead, think of some original ways to provide valuable information people will want to look at and share with others.
It’s time to end the yawning and have some fun!
What are you going to do to make your BtoB content sizzle and get eyeballs?
For help with your BtoB content strategy, please see these entries, or contact me here.