Brand marketers, PR professionals and journalists know that their roles as content creators, news sources and media gatekeepers are evolving within the crowded online space.
Business communicators face the added challenge of capturing attention and earning trust with their B2B information, which can be laden with complex details.
Here are three tips to catapult your B2B native content and news past the noise:
1. Present evidence with empathy.
News fatigue and skepticism are on the rise among audiences. According to the 2019 G&S Sense & Sustainability Study, 59% of Americans are either unsure of corporate efforts to share news about improving the environment and society or believe that companies are doing a poor job communicating it.
What’s the remedy? B2B content is often brimming with facts and figures. Show the evidence, but let people—not data, products or technology—be your storytellers.
Feature star employees as subject matter experts and everyday heroes whose hard work lifts your company to success. Rely on customer testimonials to tout positive experiences with your business.