B2B digital marketing – The evolution of content and getting buy-in


Having discussed bounce rates in my last post, and the various reasons potential customers leave a site, I thought I’d now take a look at how important it is to create compelling, relevant content. Content is the key to not only reducing bounce rates on-site, but also to increase your brand’s visibility in an ever-changing and increasingly competitive online world.

Unique content has always been the cornerstone of any successful, long-lasting SEO strategy and with recent Google algorithm changes being particularly focussed on reducing the rankings of sites packed with irrelevant content, it is more important than ever for businesses to create content that will engage existing and potential customers.

And with the increasing importance of social signals and sharing, it has become necessary to provide not only accurate, informative content, but also to provide ‘opinion’ pieces and content that will be discussed and shared throughout the online community.

Most B2B companies have a wealth of experience, knowledge and opinion amongst their staff, and tapping into this resource is vital if content is to be written for natural consumption and not just for the search engines.

Encouraging sales staff, production teams and senior management to share their day-to-day experiences – be they customer-focussed, product-focussed or simply an opinion on the news of the day, can generate content that is natural, informative and above all, relevant to your business and your potential customers.

There is usually a lot of information within an organisation – transcripts of sales calls, minutes of internal meetings . . . and even discussions that take place within the office – that can be utilised as posts on the company blog or that can be shared via Twitter and Facebook.

This does however, require resource and commitment from all areas of the company, and it is up to digital marketing agencies to provide businesses with the information and evidence that supports investment in content.

The results of such an investment can be astounding, with increased brand exposure and ultimately more business.

The days of ‘writing for the search engines’ have long gone – write naturally, informatively . . . and above all regularly!

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