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The difference between B2B content that generates leads and content that is forgotten as soon as it is published depends on several well-identified factors: the right level of expertise, consistent tone of voice, originality, the ability to connect with the promoted offer, and logical SEO optimization logically. Let’s break it down…
#1 Level of content expertise: adjusting the slider just right
To effectively reach your target audience, you need to adapt the level of expertise in your content to your audience. Overly technical content may cause you to miss your target. Busy decision-makers will stop reading because the information is too difficult to access, making your brand appear disconnected from real-world situations and out of touch with their needs.
Conversely, content that is too basic will undermine your credibility. Readers will find it superficial and useless, likely concluding that you lack expertise and will not trust you.
So, how do you fine-tune the balance on the level of expertise?
Analyze the positions held by your target audience. LinkedIn titles and job descriptions will give you insights into your prospects’ level of expertise (strategy vs. operational, in-depth content vs. simplified content, etc.).
Examine the interactions with your existing content. Are the articles that generated the most engagement more in-depth or more educational?
Directly ask your audience, by including a mini-survey at the end of your newsletter, article, or webinar: ‘Was this content too basic/appropriate / too complex?’
Observe the leading competitors in your industry. What level of technicality do they use in their most popular white papers or blog posts?
Engage your sales teams. They are on the front lines and can provide valuable insights into the language and needs of your target audience.
💡​Overall, aim for a level slightly above your audience’s average: expert enough to be credible and informative, but not so advanced that it becomes discouraging.
#2 Premium content that ticks all three quality (and effectiveness) boxes
The ‘quality’ of LeadGen content in B2B is a subjective variable. However, we can assess it according to originality, SEO optimisation, and the ability to make a logical link between the offer being promoted.
Originality and unique value. This objective can be achieved in three ways:
- Provide new figures and data on the subject, for example by carrying out a market study that will set you apart from your competitors;
- Give the reader concrete information, feedback (customer case studies, for example), a new way of doing things, an interesting point of view, etc. ;
- More rarely, content may be perceived as original if it takes an unusual form. For example: dealing with a specialist subject in a light-hearted tone, summarising a complex issue in a short infographic or video, offering a checklist for a complicated method, etc.
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SEO optimisation
For content to generate organic traffic and, ultimately, leads, it needs to be visible on search engines, in addition to other promotional channels. The writing and integration of content on your site must therefore follow the basic rules of SEO.
The ability to make a logical link with the offer being promoted
The interest aroused by LeadGen content must be able to be transformed into a commercial opportunity. The link with the offer is built up gradually throughout the content, weaving a common thread that leads naturally to your solution. This is an art that requires a certain amount of experience in expert content creation, copywriting and UX design.
#3 Finding the right “tone of voice”
Tone of voice refers to a brand’s distinctive personality expressed through written and spoken language. To determine the right tone of voice, you need to find the point of convergence between two things:
Your brand positioning and/or identity.
The spoken language of your target audience.
If you’re in the business, you’ll intuitively know the expressions and jargon used by customers and prospects. If not, you’ll probably have to scour LinkedIn conversations in your sector, read dozens of professional emails, attend webinars and so on. Take note of keywords, recurring expressions and the way experts express themselves. This immersion will enable you to capture the nuances and linguistic codes specific to your audience.
The final step is to establish a tone-of-voice scale or spectrum adapted to your different communication channels. You will inevitably be more conversational on social networks than in a white paper or annual report, but always within the limits of the tone of voice.
We devoted the second part of this article to the question of formats and channels for distributing LeadGen content.