A) Tengiva’s top rules for good content

In this article, we've distilled proven practices, based on years of experience, to help you optimize your B2B content and effectively capture your audience's attention.

1. People don’t read
   

   Make sure your content is short, relevant, and contains keywords that resonate with your audience.

2. Only one Call to Action (CTA)
   

   Per email, per post, include only one CTA. This is the main action you want them to take, e.g., "Click to visit the product," "Click to visit the supplier's profile," or "Click to read an article." Having multiple CTAs can prevent your audience from losing focus.

3. What’s in it for them? 

   
   Always ask this question when writing a post. Why would they take the time to click, like, or reshare? Make sure there is something for them to gain from taking action. Focus your content on them, not you. As an exercise, put yourself in their shoes and ask: “Would I click or buy?”

4. Avoid using B2C strategies.
   

   In a B2B space, strategies like discounts aren’t as effective as they might seem. Instead, offer more suitable deals, such as loyalty programs. For example, highlight how becoming a (tier X) member can be beneficial for them.

5. Know who you are speaking to.

   
   Have a clear understanding of your communities of interest. This ensures your content is always relevant. Personas are outdated; “Community of Interest” is the best way to align your strategies and teams

6. Use the right words.

    

   Textile: Use when addressing large, medium, and industrial B2B buyers.

   Fabric: Use when addressing early, emerging individual designers and B2C.

   Materials & Raw Materials: When discussing textiles, use this within the appropriate context.

   Avoid Pejorative Words: For example, instead of using "Deadstock," (which has a negative connotation, such as a dead animal), use positive terms like “the circularity of excess textile stock.”