Improving your B2B Content Marketing Strategy for Increased Sales Performance

Figures from a report done on B2B marketing show a clear picture how content marketing can positively impact a company’s sales results.

Review Website and SEO

Most of the marketers are aware that search engine optimization (SEO) is still very effective and should be part of any online marketing campaign. B2B marketers that lack results should start from revising their SEO strategy.

According to reports, B2B audiences most frequently find business-related content through search engines (87%) and social media (85%). Placement on page one of Google search results is very important, therefore you should focus on keywords and ensure your website ranks well for your industry topics.

Over 70% of B2B audiences often engage with business content on company websites. For this to happen, your prospects have to find your website first, which highlights why SEO is essential. Moreover, data from Google indicates that 89% of B2B purchasers start their buying process via search.

As a consequence, B2B marketers that aren’t working on their SEO efforts to get their company’s website to the first page are likely losing clients to their competitors. Especially if you observe a low number of leads coming in, then your SEO strategy might have potential for improvement.

Nourish your Blog

According to the report, almost a third of B2B clients consume content about a company on their blog. In order to research a company, a B2B buyer will look for reviews at least 25% of the time and judge it by product descriptions (16%).

These results highlight how important it is to provide relevant and informative content about your products on the company’s blog. Use clear descriptions with tags, headlines to clearly categorize your articles or any other form of content. Information should be easily accessible to your website’s visitors.

Different Content for Different Phases

The report also showed that the reason that B2B prospects engage with business content depends on the stage the client is in the conversion funnel.

Those at the start of their buying process — in the awareness phase — will more often read blogs and articles to get a comprehensive overview of your offering. Proceeding down the sales funnel to the interest phase, B2B buyers start inspecting products specifications (28%), read reviews (27%) and articles (18%). In the last phase, when the decision is made, the audience will mostly read reviews before taking any action.