How to Make B-to-B Posts Interesting

One of the challenges we face all the time in helping manufacturers get into the social media space is to get them to think outside their traditional feature/benefit mentality. Feature-based articles on your products aren’t going to work in this space.

I recently read a post by Jeffrey Cohen in Social Media BtoB called 10 Ideas to Make a Boring B2B Social Media Post Captivating. He hit the nail on the head when he said customers and prospects want solutions to their problems. They don’t want to hear about your products in a sales pitch. Here are some highlights from the post that I found to be interesting, and if you try them, your readership will surely increase.

  • Use key words in your headline – Use words that a customer would be looking for to solve his problem.
  • Use adjectives in the headline – descriptive words will pique the reader’s attention and want them to read on.
  • Don’t talk about your products – that’s what websites are for. Use this space to solve problems and establish yourself as an expert in the field.
  • Solve problem – use how-to posts or share a customer story of how you helped them solve a problem.
  • Use video – this is a powerful way of telling your story. Video tends to capture someone’s attention in a different way than the written word.

The key here is to work smart not hard. If you’re going to invest the time into blogging, then let’s try to get the most out of it.

I’d be curious to hear what you’re doing to get better results with your posts.

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