Content marketing is one of the most effective ways to promote your B2B business.

Content tells your audience about who you are and what your business does. It builds your brand and articulates your value proposition to move customers further through the B2B buyer journey to sale.

Not only that; but you can’t launch a digital marketing campaign without it.

Content makes up the landing pages that traffic is directed to from SEO, PPC and display advertising campaigns. The content that you post is also shared and discussed across your social media channels and is used to optimise pages with CRO strategies. It is at the core of any digital marketing strategy and is essential for driving long-term results across a range of channels.

Content for SEO

The best content marketers focus more on engagement and conversions than traffic. But you still need traffic so people will see your content.

Search Engine Optimisation doesn’t exist without content. SEO is based on keywords, and the only way to use your keywords is to insert them strategically through your content. After Google’s Panda update, it’s vitally important that you don’t overuse keywords and over-optimise your pages. But if you can strike the right balance of keywords and content, you’ll see the results on the SERPs.

External links are another key SEO ranking factor. The more links you have to your site, the more confidence Google has in it. The most effective way to get SEO links is to create excellent content that other websites want to link to.

Content for social media

B2B buyers love to do research before they buy: 55% of them say they look for information on social media.

Many B2B business owners make the mistake of thinking social media isn’t relevant to them. This couldn’t be further from the truth. Social media allows you to establish connections with stakeholders, position your brand, and initiate social interactions that will improve your conversion rates. You just need to find the most appropriate channel (or channels) for your business.

Once you’ve identified the social channels you should be on, you need content to post on them. LinkedIn is a good place to start for B2B companies, and it gives you the opportunity to post entire blogs on the platform. Other social channels let you post updates in the form of images, links and videos amongst others.

The content that you post on social media helps your business establish a connection with the audience. In order to be effective, you must provide unique and valuable content that shares and demonstrates the company’s values. This can build Brand Affinity, which is a great way to turn prospects into customers.

Content for website landing pages

Getting landing pages built and tested is one of the top five challenges for B2B marketers. 

While this may not be an easy part of a digital marketer’s role, it’s a very important one. From pay-per-click to display advertising and social media advertising, all digital advertising campaigns require landing pages to direct traffic to. These pages need well-written content to educate visitors and motivate them to take action.

For paid search ads and paid social media advertising, relevancy impacts your quality score on the platform, which affects how much you pay for your ad to show. This means that the content you write for your landing page should be highly relevant to the subject of the ads. Content for all landing pages should also be written in a way that generates conversions. Using specific CTAs (Calls to Action) is the best way to tell visitors the action you want them to take on your page.

Content for conversion rate optimisation

Landing pages are made up of a number of different elements. It’s important to continuously test and optimise these elements to find the best combination to convert for your business. This is known as Conversion Rate Optimisation. Some of the elements you are testing will be design-related, like colours and page layout. However, many of them will be content-based, for example, the Headline, CTA, and offers on the page. Each element should be tested one at a time so that you can effectively measure what’s working for you and make small improvements with each test. With CRO as part of your digital marketing strategy, your content will earn more and more customers for you every day.

Constantly creating engaging content that gets the results your business needs can be challenging. At The Lead Agency, we’re specialists in B2B Content Marketing. We have a wealth of experience in creating content for a range of B2B companies across industries. Get in touch with us today to find out more.

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