Many B2B companies, especially those that provide customized solutions to their clientele, have a hard time developing online content because their audiences are diverse in their industries and their interests.
In these cases, the key to providing relevant content is not necessarily to spend the majority of time discussing the details of the services the company provides, but rather to step back and observe the more general underlying goals of your various target audiences.
Consider first that your target audiences are not the companies to which you sell, but the people who work at those companies. From there, it’s a straightforward evaluation of two areas: (1) what general business-related topics are of interest to your current and potential clientele? And (2) how would you like to present your company and your people to your target audiences?
If, for example, you sell technology services, you’d like to present yourself to your potential buyers as being a leader in technology, adept at developing solutions to fit your customers' needs, and (3) savvy regarding business practices.
More importantly, create and publish content that your audiences are motivated to share with others. By doing this, you help your clients to build their brands using your content.
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