7 Killer Tips for B2B Product Page Content Creation
By: Irem Akdere Cinga
Tags: Content Writing, B2b Marketing, Product Page Content, B2b Content Marketing, Content Marketing

Your product page doesn’t have to be boring.

Content marketing has become a buzzword these days.

Everybody is talking about it. Everybody is sharing their ideas about how to make it work, build an audience and become the masters of killer content. Check out LinkedIn jobs, you’ll see hundreds of new job ads daily.

Ask 10 different people from B2B companies about what content marketing actually is, and you’ll get 10 different answers. For some people it is about writing beautiful product pages, for others, it is mostly about creating nice articles with right keywords to help them to rank on Google.

But the question is, do you really want to know the things you can achieve with killer content?

When done right, content marketing can be your lead generation machine.

Let’s get this right straight away: your story, your customer or buyer journey they all start with the content you put out there.

If you don’t have the killer content, sorry but your story will be only yours and yours alone. It will never spread out. Your products and solutions will just sit there waiting to meet with your customers one day.

You should also know that whatever that is you want to achieve, it all starts with your content.

Get it right and thrive.

Don’t pay attention? Get ready to fail. Big time.

Whether you’d like to make some noise about your new product or expand your market or increase your brand awareness you need to follow some key steps to get there.

Here is to help you get started with your product pages.

These 7 tips will help you to build your audience and connect with them so that they can start their journey on your sales conversion funnel.

1. Get to know your customer as if you are on a lovely first date

Who is your customer?

What do they do?

What do they read?

What platforms do they visit online?

What are their pain points? What are their challenges?

What are their ambitions?

What is the goal that they want to achieve so that they can start talking about it proudly at dinner conversations?

Do you know what they need, what they want? And, does your product or solution match with that?

What problems does your solution solve?

Make your research. Learn about your customers in every way.

You need to know what their agenda looks like, what their priorities are.

Spend time to get to know them as if you are on a first date and you are about to fall in love. You want to know every little detail about this new person, right?

What they want to do in their free time, their favorite Netflix series, the favorite food, the places they’d like to visit some day.

Do you homework. Know your audience. Know them by heart.

2. Create killer headlines

Without an attractive headline, you don’t get your prospect or existing customer to read the next sentence on your product page.

True story.

It doesn’t matter what amazing features your product has or what improvements it can bring to your customer.

If you don’t get the attention of your reader with your headline they’ll move on. I am sure they have many tabs open on their browser. They’ll simply close the tab of your product page and check out the next one.

So make sure your headline stands out not in a fashionable, clever way instead, in a simple way.

Say clearly how you can help your customers to achieve what they want to achieve with your solution.

If you get stuck, if you are out of new ideas check Medium. Check online magazines. Read the headlines of Forbes or make a search on LinkedIn and create your headline by using them as an inspiration.

3. Talk directly to your customers on your product page

Whether you are selling products to retail companies or banks or restaurants make sure you address them directly with your content.

Don’t start with “This product or this solution does X and helps retailers to achieve X.”

You are not talking to a retail store. It is not the store that is reading your content. It is not the store making the decision to buy your product or service you provide.

There is a person who is interested in it and this person may also be involved in the buying process. So make sure you talk to them directly to catch their attention right there and then.

Simply, choose “You”. “This product helps YOU to achieve this and that…”

4. Refer to your customers’ pain points & needs & challenges

When creating your product page, do not focus on how great your product is. Trust me, nobody cares about how good it is unless it has some sort of value in it for them.

Don’t say this is an amazing solution. Explain simply and clearly what it is, what it does. Try to say it in one sentence, if possible. This is the only way for you to “WOW” them.

It doesn’t matter how complicated the product might be, you should still be able to say what it does in one sentence. If you can’t do that, you can’t expect your audience to understand it, right?

Make sure you add some content about the customer challenges, put the empathy right there and make them feel like “We know what you are going through, that is the reason we created this product at the first place. Don’t worry, we got your back. We’ll help you go through this. You’ll get rid of these problems, you’ll achieve these and here are the benefits you’ll get as a result of buying our product.”

This should be the goal. Simple. Straight forward.

Your content should give this message right away. Forget about fluffy words. Be clear. Keep it short. Put yourself in your customers’ shoes.

Once you write your content, then go to the other side of the table where your customer would sit and read that content out loud.

Is it appealing to you? Is everything clear enough?

If the answer is no, go get a cup of coffee, get some fresh air or listen to some music. Then, sit in front of your computer again and start from the beginning. Don’t feel bad, know that this is going to make your content better!

If it all sounds good. Then move on to the next step.

5. Speak your customers’ language

Know your customers.

Know their language.

Know their jargon.

Even the adjectives they use when they refer to a solution, a product or a concept. Know that!

For example, if you work at a fin-tech company selling banking solutions to financial institutions, how do you refer to omni-channel banking experiences?

What adjectives do you use to describe them? How do you make them more appealing?

How about seamless or frictionless? They sound good, to the point right?

This doesn’t come to you as an inspiration. You need to read what your customers read, you need to follow LinkedIn pages they follow. Watch their interviews on YouTube. Read the news in the industry online. Make your SEO keyword search.

You simply need to be where your customers are.

You can access many resources that can help you to speak their language. It is not going to happen over night, but you’ll get there.

When you spend time on these, you get to know them better and start speaking their language.

So, when you write your product page, you then can create the feeling that you know the deal.

You know the industry, you know your customers needs and luckily you have the tools to help them to achieve their goals.

6. Don’t brag about your product, talk about the value it creates

Take a look at your existing product page if you have it already. Try to read it from the value perspective. Does it state that clearly or not?

Is it boring?

Is it fun?

It has been a long time that we have passed the era where advertising was the king. We now live in a different era where value makes all the difference.

So how do you define the value?

How do you bring it out?

Well, try to look at it this way. What makes your product different than the others?

What is the one benefit that stands out the most?

What is your unique selling proposition?

Find it!

If you are struggling to find it, go talk to your team be it the CEO, product team or sales people. Someone at your company will tell you something that will make sense and you’ll see the value there and focus on that!

That’s your jewel.

And when you find your jewel, hold on to it. It surely will open the doors.

You also do a lot of research at this point, so you know what your prospect customers want. All you need to do now is get these two together and talk about the customer needs and the value you create.

7. What is your product’s story? Find it, bring it out.

After all, it all comes down the stories we tell. Don’t think like “But this is a simple product page or a solution page, not a novel”.

Well, we all know that. Your customers also know that. But it is the stories that stick with the people the most and it doesn’t necessarily have to be like a soap opera or a love story.

Your product’s story is about the experience it will create.

What is the most amazing thing that your product does so well that your customers can’t stop talking about it with their colleagues and friends?

What is it that makes it so unique, fun, enjoyable or useful?

Find that, work on that and you’ll stick in your customers’ minds.

“Your story is a symphony, not a note.”

Seth Godin

Add value to your customers’ experiences even when they just read a product page.

Don’t think that it is just a page with features and benefits. It can be a lot more than that.

Create this product’s story, get into your audience’s head and look at it from their perspective.

When you do that it’ll be much more easier to reach your audience. You’ll create the killer content and proudly say “Yep. I did that”.