In the political world, there is an axiom that “money is the mother’s milk of politics.” For B2B Internet marketing and websites, the axiom is “content is king.”
Content is what people – and search engines – are looking for. It’s what drives visitors to your site and converts prospects into leads. Without great content, you’ve got a cannon with no cannonballs.
Here are the nine things to keep in mind for killer B2B website content.
1. Messaging – Answer these four questions regarding what happens when someone first hits your site:
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- Will they know what you do?
- Will they understand what page they’re on and what it’s about?
- Will they know what to do next?
- Why should they buy from you or subscribe to your newsletter or download your material?
2. Educate and offer value – Sure, your website should have information about your products and services. However, most website visitors are not ready to buy from you. That’s why you should offer e-books, white papers, videos and other forms of content. The more you educate, the more you will sell. Avoid “we are the best” chest-thumping and instead take a “this is how we can help you” approach.
3. Quality – Earlier I mentioned that content is king. More specifically, quality content is king. While a lot of content is a good thing, the search engines are getting smarter and buyers are getting savvier. Make sure your content is unique (search engines love and reward this), educational and helpful, fresh and relevant to your buyer.
