How to create B2B tech content for multiple roles

Hey there! 👋

B2B technology sales cycles are complex.

Your content needs to appeal to the CEO, the CIO, the department lead and internal champions.

The techies in your audience need to know how the product works.

But their executives won’t buy-in unless there are proven business outcomes.

So how do you make sure that each audience gets the information they need?

Let’s take a look at how you can target multiple roles with your content.

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➡️ Define your audience and their objectives

Start with who your audience is and what their goals are.

Here is a sample scenario for software delivery:

Developer: I want to be able to create better software with less bugs.

Manager: I want to make my engineers more productive and to deploy code several times a day.

Executive: I want to be able to monitor the business outcomes and revenue impact.

Each audience has distinct motivations. The key is to research these before you start to write.

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➡️ Segment multiple audiences

The standard answer to writing for multiple audiences is to write separate pieces of content for each segment.

However, this can drive costs up and lengthen timeframes and isn’t always the best solution for stretched teams. Instead, it can be helpful to write one piece of content and repurpose it for multiple segments.

Here’s an example of how to get the most from a whitepaper:

• Start with a theme that works for every segment

• Identify where the messages overlap and where unique content is required

• Write the first whitepaper then repurpose the introduction, benefits, and calls-to-action for different verticals or roles

• Change the titles to frame the whitepapers in terms of the benefits each audience is looking for

• Set up audience specific landing pages and launch your content

You can also build repurposing into a single whitepaper. For example, you can write the executive summary for a business audience and then pull it out as a piece of content for CEOs.

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➡️ Discover which segment generates more revenue

It’s crucial to work out which audience is your most valuable – when you know that, you can shift your efforts according to buying power.

This means establishing the competition for each segment, how much revenue impact they have, and how to allocate resources to maximise your return on investment.

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These steps should make your content production more efficient.

And if you’re hiring a writer, make sure that you share your audience segments with them so that they understand the goals of your content before they create it.
 
I’ll see you again on Saturday 21st May.
 
Take care,
 
Sarah

P.S. How do you write for multiple audiences?
Hit ‘reply’ and let me know.