We see our clients struggle often with the tone of their content… they’re concerned that their content is too sophisticated or not sophisticated enough for their audience. We believe that a range of sophistication is most effective. Readers looking for high-authority content skim past the content that’s not of interest. They don’t judge the company nor the publication, they simply move past it. Content that’s more basic will still be key to prospects who lack the understanding of your products or services. And writing high-end content all the time can put your product unnecessarily out of reach of their needs.
Corporate buyers apply B2C purchasing preferences to B2B transactions, meaning suppliers must provide a highly-targeted, easy-to-use online experience. Do you understand your buyer?
B2B buyer expectations are changing. As more buyers from the millennial generation now make purchasing decisions. Chemical companies need to deliver a dynamic customer experience that meets millennial's fast-evolving expectations.