I think Evan Schuman’s ‘The Top B2B Communication Mistakes’ whitepaper has spot on advice for today’s B2B content marketer. I boiled it down to its essence here below.

1. Understand Your Prospects and Use That Information

Do you know what your customers’ and prospects’ top ten business concerns are? Most of you probably do. The mistake is not ensuring that all of your content reflects or includes those concerns. Closely review all of your online and offline materials and ask, “Which of our top customer concerns does this address?”

2. Give Up Control - You Get More Power by Relinquishing It

Your customers and prospects have control of the relationship. They’ll listen only if they want to. Turning up the volume and/or the frequency will only drive them away. Let them run the show. Let them decide what, when, and where. They’ll be happier and more likely to stick around.

3. Give Them What They Want

They want useful and relevant information in as little time as possible. Get to the point. Give them quality data that they need and can’t get elsewhere.

4. Every Word is Expensive. If It isn’t Helping, Kill It.

Expensive in the expenditure of time and attention - the most valuable commodities. Make every word (and graphic, sound bite, second of video) count. Cut every ounce of fat. If it isn’t adding meaning or entertainment, kill it.

5. Use Design and Multimedia Strategically

Layout, design, typography, graphics, audio and video are all tools that, when used judiciously, can make your content more palatable and can enhance the learning experience. Edit those multimedia pieces as carefully as you edit the copy. Don’t post a 40 minute keynote speech. Edit it down to the essential two or three minutes.

6. Experts Are Listened To, Salespeople Ignored. Who Do You Sound Like?

Don’t sell. Inform.

7. Readers Determine Credibility

Be honest and transparent.

You can read more of Evan’s stuff at The Content Firm.

Tags: B2B marketing, content