How To Write B2B Content That Converts

Crafting B2B content that converts is a bit like trying to get your toddler to eat vegetables: it’s all about the presentation. You’ve got to know what your audience craves, serve it up in an appealing way, and ensure they keep coming back for more.

It’s no secret that effective content marketing can significantly impact a business’s bottom line. In fact, according to the Content Marketing Institute, 91% of B2B marketers use content marketing to reach customers, but only 42% consider their efforts to be effective. This gap highlights the challenge of not just producing content but producing content that truly resonates and drives action.

So, how do you bridge that gap and create compelling content that not only captures attention but also converts? Let’s dive into the nitty-gritty of creating content that not only attracts your target audience but also convinces them to take action.

What is B2B Content?

B2B content, or business-to-business content, is specifically crafted to speak to the needs and interests of businesses rather than individual consumers. This type of content aims to inform, educate, and engage decision-makers within organisations who are looking for products or services to solve their business challenges. Unlike B2C (business-to-consumer) content, which often focuses on emotional appeal and entertainment, B2B content is typically more detailed and data-driven.

B2B digital content marketing comes in various forms, including SEO friendly blog posts, whitepapers, case studies, eBooks, webinars, and infographics. Each type serves a unique purpose within the broader content marketing strategy, whether it’s to raise awareness, nurture leads, or drive conversions. The primary goal of B2B content is to establish your brand as a trusted authority in your industry, providing valuable insights that help potential customers make informed purchasing decisions.

For instance, a well-crafted case study can showcase how your product or service solved a particular problem for an existing customer, highlighting measurable results and building credibility. Similarly, a whitepaper can delve into complex industry issues, offering in-depth analysis and expert recommendations. By consistently delivering high-quality, relevant content, you can build strong relationships with your target audience and guide them through the sales funnel.

How To Write B2B Content That Converts

Now we know what B2B content actually is, it would probably be helpful to know how to get it right and how to make it convert into leads and sales. Lucky for you we’re about to do just that:

Understanding Your Target Audience

First things first, knowing your target audience inside and out is crucial. Who are they? What are their pain points? What keeps them up at night? These questions aren’t just for a fun brainstorming session; they’re essential for shaping your content marketing strategy. Google Analytics and social media platforms offer invaluable insights into your audience’s behaviour, helping you tailor your content to their needs.

Creating a Content Marketing Strategy

A well-thought-out content marketing strategy is your roadmap to success. Start by identifying your goals: Are you looking to generate leads, nurture existing customers, or boost brand awareness? Once you’ve got a clear objective, it’s easier to create content that aligns with these goals. Remember, it’s not just about churning out blog posts—quality trumps quantity every time.

The Power of High-Quality Content

High-quality content is the cornerstone of effective B2B marketing. According to HubSpot, companies that publish 16 or more blog posts per month get almost 3.5 times more traffic than those that post 0-4 times per month. But it’s not just about frequency. High-quality content that provides valuable insights will always win the day. Use Google Analytics to track which pieces of content are resonating most with your audience and double down on those topics.

Leveraging Social Media Platforms

Social media isn’t just for cat videos and influencers. For B2B companies, platforms like LinkedIn, Twitter, and even Facebook can be goldmines for reaching potential customers. Share your blog posts, whitepapers, and case studies on these platforms to increase your reach. Make sure your social media posts are engaging and encourage interaction. Visual content, such as infographics and videos, can significantly boost engagement rates.

Read More: 8 Creative Content Writing Tips For Social Media

Long-Form Content for In-Depth Engagement

Don’t shy away from long-form content. While short and snappy articles have their place, long-form content allows you to dive deep into a subject, providing more value to your readers. According to Backlinko, the average word count of a Google first page result is 1,447 words. This means comprehensive, well-researched articles are more likely to rank higher in search engines.

SEO and Relevant Keywords

SEO is the secret sauce in your content marketing efforts. Using relevant keywords naturally within your content helps search engines understand what your page is about, boosting your chances of ranking higher. Tools like Ahrefs can help you identify the right keywords to target. Don’t just focus on primary keywords; long-tail keywords often have less competition and can attract highly targeted traffic.

Read More: How To Cluster Keywords To Get the Best SEO Results

Creating Relevant Content for Every Stage of the Sales Funnel

Your content should cater to every stage of the sales funnel, from awareness to decision. At the top of the funnel, aim to create content that educates and informs, such as blog posts and how-to guides. For the middle of the funnel, focus on content that addresses specific pain points and showcases your solutions, like case studies and whitepapers. At the bottom of the funnel, provide content that reinforces your value proposition and encourages action, such as testimonials and detailed product comparisons.

You Might Like: 8 of the Best Content Writing Ideas For Beginners

The Role of Visual Content

Visual content isn’t just a nice-to-have; it’s a must-have. Articles with images get 94% more views than those without, according to a study by Skyword. Infographics, videos, and images can break up text and make your content more engaging. Plus, they’re more likely to be shared on social media, increasing your reach.

Measuring Success with Google Analytics

You can’t improve what you don’t measure. Google Analytics is a powerful tool for tracking the performance of your content. Look at metrics like page views, bounce rates, and average session duration to gauge how well your content is resonating with your audience.

Make sure you have specific goals set up to capture the leads being driven. This could be demo requests, or softer conversions such as ebook/whitepaper downloads.

Use these insights to refine your content marketing strategy continuously.

Optimising for Mobile

More than half of all web traffic comes from mobile devices, according to Statista. Ensuring your content is mobile-friendly is crucial. This means using responsive design, keeping paragraphs short, and ensuring images and videos load quickly on mobile devices.

Incorporating Feedback

Listen to your audience. Encourage comments and feedback on your blog posts and social media platforms. This not only provides you with valuable insights into what your audience wants but also helps build a community around your brand.

The Magic of CTAs

Don’t underestimate the power of a good call-to-action (CTA). Whether it’s to download a whitepaper, sign up for a newsletter, or request a demo, a clear and compelling CTA can significantly boost your conversion rates. Place CTAs strategically within your content, ensuring they’re relevant to the reader’s journey.

Utilising Google Search Console

Google Search Console is another indispensable tool for monitoring your website’s performance in search results. It helps you understand how Google views your site and can provide insights into how to optimise your content further. Use it to identify which keywords are driving traffic and to spot any technical issues that might be affecting your rankings.

B2B: A Dandy Case Study

At Dandy, we understand the power of high-quality B2B content in transforming businesses and driving growth. One of our standout successes has been our partnership with Growth Idea, where we leveraged a targeted content strategy to generate impressive leads and traffic. Here’s how we did it:

Crafting a Targeted B2B Content Marketing Strategy

Our content enhancement journey for Growth Idea unfolded in a series of calculated steps, each contributing to the ultimate goal of driving higher traffic and conversions.

We started by identifying the content strategy, carefully deducing the questions our audience had and tailoring our strategy around their inquiries with relevant and engaging content. By understanding what potential customers were searching for, we were able to create content that addressed their specific needs and pain points, positioning Growth Idea as a trusted resource in their industry.

Building a Robust Content Base

Next, we developed a robust content base, providing vast opportunities for internal linking to our services. Spotting opportunities for new pages, we crafted and continuously audited and optimised compelling landing page content designed to pique interest and funnel visitors towards conversion. This comprehensive approach ensured that every piece of content was working hard to attract, engage, and convert potential customers.

The Results

Our strategic and deliberate approach to SEO and PPC services for Growth Idea has borne fruit in a spectacular manner. Since the commencement of our partnership in January 2021, we have achieved a staggering increase in website traffic and an impressive growth in leads. This monumental growth can be attributed to our technical review, tailored content strategies, and high-performing PPC campaigns.

• 2323% Total Traffic Increase: By addressing the specific needs of our target audience and optimising our content for search engines, we saw a dramatic increase in website visitors.
• 1717% Increase in Leads: Our focused content strategy and engaging landing pages effectively converted visitors into leads.
• 90% PPC Traffic Increase: Our high-performing PPC campaigns complemented our content strategy, driving additional traffic and further boosting leads.

This case study showcases how a targeted content strategy, combined with thorough SEO and PPC efforts, can lead to significant growth.

Looking for Effective B2B Content Marketing?

Writing B2B content that converts isn’t rocket science, but it does require a strategic approach. By understanding your audience, creating high-quality, relevant content, and leveraging the power of SEO and social media, you can turn your content marketing efforts into a conversion-driving machine. Keep experimenting, measuring, and refining your strategy, and you’ll soon see the fruits of your labour.

Do you need assistance creating engaging content for search engines? Why not give Dandy a try? We are a full-service digital marketing company with over 10 years of experience writing content that is optimised for search engines.

We’ll work with you to understand your target audience and what they’re looking for, then produce high-quality, engaging content that is optimised for your target keywords. 

So why not give us a try? We even offer a free, no-obligation, website SEO audit to get you started.

Check out our SEO packages or Book Your Free SEO Audit today!

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