If you think back to English class, you may recall some of the qualities of great content. It needs to be well written, have the appropriate tone and style, and be clear, crisp, and concise. The real- Go to the ity, however, is that this and everything else you learned about content creation are merely table writer’s checklist stakes when it comes to creating high-impact B2B content. There are numerous other resources on page 75. that you can turn to for tips on writing better, including the writer’s checklist in the Appendix of this eBook. Demonstrating That You Understand Your Buyer In Chapter 2, we looked at the importance of understanding your buyers and their buyer journey, and how that and other pertinent information can be mapped into a content matrix. The next step is translating all of those details into content that is carefully crafted to resonate with your target buyers at a particular point in their buyer journey. To help you do that, put yourself in your buyer’s shoes and ask yourself questions like these every time you create a piece of content: » Is the content appropriate given where your buyer is in the buyer journey? » Does it provide the specific information your buyer needs at that point in the journey? » Does it address a specific pain point or concern your buyer has right now? » Does it contain the right kinds of messages given the buyer’s role in the buying process? » Is it at the appropriate level of sophistication given the buyer’s background and knowledge? » Is it in the best format to get the buyer to consume it? » Does it contain conversion goals that are appropriate for the buyer’s stage in the buying process? Taking a critical look at every piece of content you create across dimensions like these will help you to tailor it for a very spe- cific audience. Doing so takes time, but it will dramatically increase your chances of creating something that resonates with your target buyer and gets them to convert. The bottom line is that content that is on point and reflects that you have done your homework about your buyer is going to be far more effective and will have a much greater chance of driving conversions. It Takes a Content Factory! | 26