5 Tips for Creating Effective B2B Customer Education Content

Learn how B2B businesses can create effective customer education content to improve customer satisfaction, increase retention, and gain a competitive advantage.

5 Tips for Creating Effective B2B Customer Education Content

Businesses need to educate customers about their products as B2B products are often complex and difficult to understand. For this, businesses must create effective customer education content.

Customer education is generally the process of making your customers aware of your products. It also involves training customers on how to use your products effectively.

Creating a knowledge base of education content helps B2B companies in several ways. It allows for faster customer onboarding, improves customer satisfaction, and increases customer engagement.

Education content is useful for existing customers as well. It makes them aware of the B2B products and allows them to understand the benefits and how to use the products efficiently.

But creating effective customer education content is tricky. One wrong move and your customers could be headed the wrong way.

You should use the following 5 tips to keep your customer education strategy on track.

5 Tips to Create Effective Customer Education Content for B2B

Keep the following things in mind when creating customer education content.

1. Focus on Microlearning

Microlearning focuses on short pieces of information known as micro-content. Micro-content is easy to digest and retain. It is an effective way to offer training and helps users solve problems quickly.

Micro-content allows customers to access information with ease throughout the learning journey.

But how do you create micro-content? Here are some tips.

  • Break down content - Break down complex topics into smaller and more manageable sections. This makes the content more accessible.
  • Create different sections - Use multiple categories to manage the micro-content. This way, the users can easily find the content they're looking for.
  • Provide helpful information - Focus on offering tips that users can apply in their daily work. Make sure to include clear directions and examples. This makes it easier for users to understand how to make the most of your product.
  • Use quizzes - Quizzes and assessments help users retain information easily. They also provide feedback to you. Thus, you get to know your customer's pain points throughout their education journey.

Asana uses micro-content very smartly. The platform offers tons of self-service guides for its users.

Asana customer education
Source: Asana

2. Use Visuals

Using visuals in your content can help customers grasp and retain it better. People remember 95% of what they see but only 10% of what they read.

Visuals are a great way to simplify complex concepts. You can easily break down the content into micro-content.

Visuals also help you highlight important information and make it stand out.

They improve learner engagement. This is particularly important for customer education.

Following are some tips to use visuals in your customer education content:

  • Use diagrams and charts - It's wise to illustrate complex concepts and data. Diagrams can be particularly effective in explaining technical concepts.
  • Use screenshots - Screenshots are effective in explaining and highlighting how certain parts of your product work. You should always use them to explain step-by-step processes.
  • Use videos - Videos are a powerful customer education content type. They allow you to show your product in action. You can use them to offer product tutorials and explain features.
  • Include infographics - Infographics are a boon for B2B businesses. They allow you to communicate in a visually appealing way. Infographics are great to explain processes and show data.

3. Personalize Your Customer Education Content

Personalization involves tailoring the content for every customer. This makes customer education content relevant and interesting.

Customization allows businesses to show that they care about each customer. This helps build stronger relationships with customers and increase loyalty.

It also makes training content engaging. What's more exciting is that it can improve conversion rates.

You can personalize your customer education content using the following tips.

  • Use customer info - Use customers' past purchases or browsing history to tailor the content. One simple way is to use the customer's name on the welcome screen.
  • Create user personas - Categorize customers in different segments and create personas for them. Use these personas to tailor content for each segment.
  • Target messaging - Try to address the unique pain points and challenges of each customer. This makes your customer education content more useful.

4. Optimize Your Content for Mobile

Mobile devices are becoming standard in the business space. Many of your B2B consumers may access your training content via mobile devices.

This means you'll have to ensure that your content is optimized for mobile. But how do you do that?

Following are some tips:

  • Use a responsive design - Use a design that adjusts the content layout to fit the device's screen size. This ensures that the content is easily accessible on any device.
  • Keep content concise - Keep the content brief and easy to read on smaller screens. Use bullet points, images, and other visual aids to break up the text.
  • Test on multiple devices - Test the customer education content on multiple devices. It is to ensure that your content is easily accessible on different screen sizes and types.

5. Use a Customer Education Platform

Platforms like Trainn can help you create and deliver effective customer education content.

These platforms provide you with a centralized location for your training content. You can create, store, and manage content from one place.

These platforms are scalable. You can educate a dozen or even thousands of customers using one program only.

Platforms like Trainn also allow you to personalize customer education content with ease. These platforms boast data analytics capabilities too. This will help you identify learner pain points.

Trainn also allows you to create a learning academy for your customers. You can run successful customer education programs using learning academies.

Let's take a real example. HubSpot has an online academy that can be used by everyone.

Hubspot customer learning
Source: Hubspot

People can learn via HubSpot for free. This builds a strong relationship. HubSpot even offers certifications to its learners.

Creating effective customer education content is a must for your B2B business. It helps you improve customer satisfaction.

We've discussed several things you should remember while creating customer education content. Using a customer education platform is the most useful tip. It will allow you to create personalized content. These platforms also help you focus on microlearning.

You might wonder which is the best customer education platform. The answer is Trainn, a video-first customer education platform. It offers a customer education academy for B2B businesses.

You should contact us to know more about how Trainn can benefit you.

Sinduja Krishnakumar

PUBLISHED ON: 4/10/2023