B2C businesses can drive enormous amounts of traffic with a narrow focus and a few pieces of content. For B2B content marketing, however, it’s quite the opposite; you’ll need to create a ton of content with each piece generating small amounts of traffic.
The strategy is to cast a wide net, creating many pieces of content that cover all issues of the buyer persona and are influenced by your keyword research, and buyer journeys.
3. User Experience and Lead Capturing
Having a good design and engaging content is important for B2B because the user experience of a website is increasingly becoming a major ranking factor.
Content Marketing = More Leads
Because B2B sales cycles are so much longer, you need more offers than you would for a typical B2C website.
In B2C it is common for 80% of your leads to be bottom of the funnel (BoFu), however, in B2B the percentage is flipped.
If 10% of your leads are BoFu you are lucky, most b2b companies are getting around 5% of BoFu leads (Hubspot)
So how does this tie into SEO?
Your website’s user behavior metrics directly impact your rankings. If users are visiting your website and converting on offers, it shows that you are providing valuable content and meeting the user’s search intent.
“aligning content to specific stages of the buyer’s journey yields 73% higher average conversion rates” (aberdeen)
If you do a good job on that, you can forget most other things.
Mike Wiseman is one of our leading SEO experts. He’s responsible for increasing traffic and conversions on our clients’ websites and for guiding our Digital Strategists and Content Creators with meticulous keyword research and analysis. Mike Wiseman specializes in Link Building & Technical SEO.
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