What makes good B2B website content?


Mark Ellaway
Digital Marketing Director

Websites go live every second of every day. Right now, there are 1.93 billion websites live on the internet. Your site is just one of them, so how do you stand out from that monumental crowd?

As website developers, you might expect that our answer would be ‘web design’ - but that’s only part of the story. Whilst striking, responsive design is of primary importance, even the best website design must work hand-in-hand with great website content to successfully generate leads and sales consistently. When it comes to overall user-experience, useful, well-structured engaging content that easy to find is essential.

An effective tool to drive website conversions, content marketing has soared in popularity within the last decade or so. According to Optimizely, in 2021, 82% of B2B marketers actively used content marketing. Today’s customers learn about a brand, not through its advertising, but by absorbing the messaging it puts out there.

By attracting consumer attention with quality content, businesses build awareness, increase engagement and boost website traffic – the content driving the reader towards a call-to-action, whether that’s an enquiry form or a direct ecommerce purchase.

What is content marketing?

Customer-centric content marketing is the creation of relevant, helpful B2B content with the aim of generating consistent traffic that provides a reliable source of enquires, leads or direct sales.

Many instinctively think web content means web copy. Of course, it does, but more than your words, it incorporates your website design graphics, imagery, audio and video content.

There is no such thing as one approach fits all; we all engage and absorb information differently so make the most of a good topic by using multiple formats; turn a popular blog into video content for your YouTube channel.

content is king

Why is content marketing important?

Good content is great for Search Engine Optimisation (SEO).

Google’s primary consideration when ranking your site is user-experience; thankfully, content is king once more. Incomprehensible keyword stuffed copy is a thing of the past.

The Google E.A.T algorithm rewards site content that demonstrates Expertise, Authority and Trust. To rank well, your site must be informative and above all, useful for its intended user. The more you hold your prospects attention, the longer they will remain on your site – great for your SEO.

That’s not to say that keywords are no longer significant. SEO-friendly content is still used as a key ranking factor so, where appropriate, weave keywords throughout. Always use your main keyword in your page title, this boosts both rankings and your click-through rate.

Reliable lead-generation

Whilst content marketing is more of a marathon than a sprint, your return on investment from quality content will continue to deliver regular website conversions, long-term.

Good content will generate engagement, attracting new visitors to your site and subsequently grow your customer base. By entering the conversation in the reader’s mind, your content can actively break down potential barriers preventing conversion, such as cost or commitment. Tapping into human psychology, conversion copy uses proven techniques to drive your website visitor towards your call-to-action.

Your sites content can be a successful acquisition tool; it’s great for customer retention, too. It provides a simple way for you remind your customers of your value as you reiterate the benefits to them.

Speak to your entire target audience

Paid digital advertising can offer immediate lead generation during a campaign, but the cost-per-lead received may be relatively high. Usually, this form of marketing will only convert those ready to purchase. Those researching or gathering information are not yet ready to make a decision, they may click-through but are unlikely to convert. Content marketing means you can speak to all customers, regardless of their ‘buyer stage’ status.

How to creating engaging content

Whichever formats you use, content should always be purposeful, practical and add value for the reader. It’s far more important to create less frequent, quality content, than post weaker content habitually.

According to blogging platform, WordPress, their users publish over 70 million blog posts per month. That’s a lot of content – so what makes content ‘good’, and how do you create it?

Know your audience

Knowing your audience inside out is crucial when it comes to turning prospects into loyal customers. Once you know them, it’s easier to create a brand voice and a content plan that your audience identifies with.

What challenges do they experience? What keeps them awake at night? How can you solve that issue? Where do they get their news? What social media platforms do they use? What are their interests?

When your reader feels understood, they become instantly engaged – after all, ‘you get it’.

Echo your organisation’s values

A recent report from IBM and the National Retail Federation revealed that 77% of global consumers say that sustainability is important to them with more than two thirds willing to pay a premium.

Today’s customers make buying decisions, not solely based on cost or value, but they’re actively seeking to purchase from brands who’s values align with their own. This brand affinity will see your customers become brand advocates, who tell others.

phone user pink

Stop selling, start helping

Sell the problem you solve, not the product you sell. 

Your customers are looking for a solution to a problem. They need up-to-date facts and advice to help them make their buying decision. Engaging topics related to your industry should be consumer benefit-driven and solutions-focused.

Remember that the B2B sales cycle is complex involving many decision makers. Your content needs to answer their questions at every stage of the buying process.

‘Consumers do not buy products. They buy the product benefits’

David Ogilvy

Be consistent

Transparency and consistency builds trust. It’s vital that all content formats give uniform messaging. Contradictory posts will breed doubt, and consequently fewer conversions. Pay close attention to detail - according to Real Business, three quarters of web users notice spelling and grammar. 60% reporting that they wouldn’t do business with those who made obvious mistakes on company websites.

Content user-experience (UX)

You’ll have heard us talk about user-experience; this applies to your content, too. The easier you make it for people to consume your content, the better.

Information should be easily found through simple navigation with regular call-to-action prompts. Think about your layout; break up blocks of copy with imagery and white space. Insert sub-headlines so readers can scan read, quickly finding the information they’re after.

Is your web design inclusive and optimised for accessibility? Is it compatible with screen reader software, can you alter text size, do your videos have subtitles? These functions not only increase traffic and engagement, a better user-experience will increase everyone’s time on your site.

Create a content marketing strategy

Consistently creating relevant, engaging content that boosts your search rankings isn’t easy. A good B2B content marketing strategy will ensure you continually produce content of real value. Maintaining a focused approach and a dependable tone of voice, you’ll discover topics that connect with your audience, maximising visibility by distributing content on successful channels.

content planning is exactly like this

How often should you update website content?

When deciding how often to update website content, remember quality trumps quantity. Regularly updating your content is good practice but avoid sacrificing the quality of the content in the name of frequency. Aim for a consistent schedule, whether it's weekly, bi-weekly, or monthly, and maintain a focus on creating informative, engaging content that delivers real value to your target audience. Regular updates will keep your content fresh and relevant, which helps SEO, user engagement, and repeat website visits.

Can you use Chat GPT/AI content on your website?

The use of Chat GPT content on your website can be a quick and effective tool for creating website content. However, you need to use the tool carefully. Use GPT to help generate content ideas and base copy. But you need to write it in your own style otherwise it will read like every other piece of content generated by GPT.

Can I copy content from other websites?

The idea of copying content from other websites may seem tempting, but its best to avoid doing this. Not only is plagiarism unethical, but it's also a breach of copyright laws and will result in penalties from search engines. Original, unique content is important for SEO, user-engagement, and establishing your brand's expertise and trustworthiness.

The content you upload to your website holds equal importance to its web design and development; co-existing, one cannot be successful without the other.

Relevant, engaging SEO-friendly website content, produced in a variety of formats, provides practical, useful information to your target audience.

It has become an essential-focus for the majority of digital marketers seeking a strong return on your website investment. Increasing organic search rankings, it drives traffic and retains the reader’s interest once on site, ultimately boosting website conversions and growing your business.

This article was updated on , filed under website content.

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