Don't limit yourself to purely informative content, you risk boring your audience. Even if you are an industrial company, you don't have to give up creativity. Include graphic elements (images, infographics, bold, lists ...), create attractive headlines...
Our audience is constantly exposed to information of all kinds, so we must adapt our writing to this, not falling into promotional information or technical jargon. We are experts, but that does not mean we have to stop being clear .
Your audience
One of the main goals of our blog is to attract visitors, but you must take into account the quality of these visitors, that is, you must write for your buyer persona (s). Defining them is one of the most important steps to start writing your blog. Once the objectives are set, the recipients are what set the context . A loyal customer does not need the same information as one who is evaluating different options or one who does not even know that he has a need. Knowing your customers is important, but it is even more important to know what type of content each one needs, depending on the phase of the purchasing process they are in. Create a profile for each group of people and adapt your writing according to who the piece of content is directed to. But be careful, it is not necessary to create too many b2b email lists poland profiles, do it only when there is a significant difference.
How to create Buyer Personas for your company
Use these three keys to define your 'buyer persona' :
Who is he/she? What is his/her daily life like?
What do they need?: information needs (NOT product needs), concerns, challenges, interests, type of information they need in order to be able to offer it to them, media they consume, where they consume the information that you are going to offer them from now on...
Why is this person interested in us?: It is very possible that the person did not come to us looking for our product/service, but rather looking for information, so the content we offer them will be our cover letter.
Talk to your audience directly, find out what keywords they are searching for, track conversations generated on social networks, conduct surveys...
Editorial calendar
It's essential that before you start producing content you know what you're going to publish and when. You can use templates and tools like Google Drive, or the WordPress Editorial Calendar Plugin to get started. But in addition to deadlines and headlines, your editorial calendar should also contain:
A list of what you are going to publish