Ads suck, amirite? Every day, people are discovering fun new ways to avoid ads and tune out marketing messages online. It would make sense that IT decision makers would be better at dodging ads than most, due to their tech savvy and skeptical nature. They have an even lower threshold for BS than the rest of us and can smell an ad from a mile away.
So what’s a B2B (business to business) brand to do when over 200 million people are using ad blockers, according to Page Fair? Storytelling is the only chance to cut through the noise and get people to pay attention… and care.
Here are three ways to make B2B content more digestible:
- Hide the vegetables.
The best and most effective way to capture the screen time is by telling stories. Good stories. Stories so delicious you barely even notice they’re ads. Even Jesus used a parables to illustrate his key takeaways. His method of delivery was not only was easier for his disciples to understand, it provided a deeper meaning of how it could be applied to their own lives. Find out what your audience cares about. Get to know them and what makes them tick. You might be surprised to find out their hobbies don’t include browsing your website in their free time.
2. Make an emotional connection… in the first 5 seconds.
Grabbing the audience’s attention in the first five seconds starts with setting the right tone. After writing this, I went back to the top of this post added the first three words, hoping to get invoke an emotional response of fellow content marketers. Did it work? If you’re still reading, maybe so. In order to master the art of B2B marketing, forget about spewing speeds and feeds and connect with their humanity, quickly. If you’ve made the connection, they’ll look up your specs on their own time.
3. Ask yourself, “Does this piece of content provide my customer value, entertainment, or education?”
Those questions sound pretty simple, yet marketers everywhere continue to Gary Vaynerchuk’s “Jab, Jab, Jab, Right Hook” tactic is based on this mentality: you provide nuggets or value to your audience, even personal favors, because one day, you might need to pitch them or have them do something for you. Well, it’s pretty popular because it works. Take a look at your latest content. Is it fun, surprising, educational, emotional? Or does it resemble more of a boring catalog you wouldn’t read unless you were paid to? Remember, the “Unfollow” button is just a click away and as I’ve previously mentioned, your ads are being blocked as we speak.