Content marketing tactics have significantly changed over the years thanks to evolving customer behaviour, advancements in technology and increased competition. One thing that hasn’t changed is the importance of a content-rich website. Regardless of the industry or business size, simply having a website isn’t enough in today’s digital landscape.
A website lacking in valuable and informative content will eventually damage your brand credibility, decrease engagement, negatively impact SEO, and ultimately drop conversion rates. All because you failed to engage website visitors with a content-rich website.
Although developing high quality content can be time-consuming and costly, don’t underestimate the power of a content-rich B2B website; it could be the difference between a successful business with strong customer relationships and one that struggles to gain traction in the marketplace.
What is a content-rich website?
A content-rich website is one that provides high-quality, original information, data, insights and other resources that address the specific needs, interests, and pain points of your target audience.
In a world where 80% of people learn about companies through custom content, a content-rich website ensures your business makes an impact in the digital abyss.
You can significantly improve your ROI, sales, and profits by focusing on presenting valuable and relevant content that educates, informs, and engages visitors.
Boost your marketing and lead-generation efforts using a range of different types of content:
- Articles
- Blog posts
- Videos
- Infographics
- Images
- Case studies
- Testimonials
- Whitepapers
- Press releases
4 benefits of a content-rich website
1. Increased quality website traffic
A content-rich strategy ensures you publish high-quality content relevant to your audience.
By regularly publishing high-quality and relevant content, B2B companies can improve their search engine optimisation, rank higher and attract more organic traffic. In fact, companies that publish blog posts receive 97% more inbound links and 55% more website visitors than companies that don’t.
Search engines prioritise websites that have valuable and relevant content and reward them with higher domain authority and a higher rank in search engine results pages (SERPs). This increases visibility to potential visitors, upping the likelihood of your target audience finding you.
More website visitors mean more opportunities to convert into leads and sales.
2. Improved engagement and lead generation
Research shows that businesses with an active blog generate 67% more leads per month than those without. In addition to attracting more visitors to your business, a content-rich website helps to engage your target audience by offering value to them and appealing to their needs.
The experience you deliver through providing informative, well-structured and relevant content will encourage them to stay on your site longer and increase engagement.
When visitors engage with the content, they are more likely to explore the website further and become high quality leads.
3. Build your brand as an industry authority
Content that resonates with your target audience helps establish your brand as a trusted source of information. As visitors return to your website to read more content, they become more familiar with your brand and begin to trust your company’s expertise and authority in the industry.
According to a study by Demand Gen Report, 96% of B2B buyers want content with more input from industry thought leaders, and 47% of buyers viewed 3-5 pieces of content before engaging with a sales representative.
Establishing a reputation as an authority can help a B2B company differentiate itself from competitors and position itself as a thought leader for information and solutions. This can ultimately lead to increased brand recognition, improved customer loyalty, and more business opportunities.
4. Optimised conversion rate and retention
By providing valuable information, answering frequently asked questions, and addressing potential concerns, you build trust with prospective clients and increase the likelihood of them taking action, such as filling out a contact form or scheduling a call.
82% of consumers have a more positive opinion about a company after reading custom content, and 70% feel a closer connection as a result of content marketing. The more you focus on developing a content-rich website, the more impressive your results will be – it is a proven tool for attracting new clients and retaining existing ones.
Customers want to work with experts who can provide them with the best possible solutions. By demonstrating your expertise through high-quality, informative content, you build trust and respect with your audience and increase the likelihood of them choosing your business over competitors.
Optimise for success
Digital developments aren’t going away. So as consumers work to navigate the web, businesses must embrace a content-rich B2B website approach that helps them meet customers’ expectations.
By prioritising your audience’s informational needs, incorporating insight and expertise, and consistently publishing quality content, B2B websites can establish themselves as authorities in their industry, generate more traffic and leads, and build stronger relationships with their customers.
In this way, your business will be best positioned to reach your target audience – no matter what new challenges are around the corner.
Not sure where to begin? Discover 6 content ideas for B2B marketing or check out our top tips and tactics to optimise your website design.
Contact us to optimise your B2B website
If you’re looking to grow your B2B business, investing in quality content is a smart move. Our team of B2B marketing specialists are experts in creating high quality content that is sure to captivate for your target audience through B2B content marketing, marketing collateral and B2B marketing strategies.
