In order to generate leads through your website, you need traffic. One key way to get traffic is through search engines and search engine optimisation. How do you improve SEO? With valuable content.
Once this traffic has arrived on your site, you need engaging content to harness potential leads and get them interested in your product/service (and other tools such as good calls to action and live chat).
So I guess you could say that content is a pretty big deal. B2B companies wanting to generate leads through their website need to jump through Google's SEO hoops and wow their potential customers with their content. What to write about is a massive topic to cover...and so is how to write your B2B content. Today we'll give you a few pointers on which direction you should be heading in with your content writing.
We're experts on lead generation through live chat so we also know a thing or 2 about what gets potential leads to your site in the first place, and what will encourage them to convert. So here's some tips from what we've found works for us and our clients.
Many B2B businesses still use keyword stuffing in their content, under the impression that it helps their SEO. Keyword stuffing is actually more harm than help. Don't believe me? Check out what Rand Fishkin and the Moz staff (SEO experts) have to say about the myth and misconceptions of keyword stuffing.
You can use some keywords in your content. Just don't get spammy with it. If you are talking around a particular subject and want to avoid looking spammy by repeating a keyword over and over, try using some related keywords. Search engines such as Google are pretty darn clever and they look for similar words and phrases when you perform a search - they don't just search for the exact phrase that the user typed.
Long form content
Don't ramble on with your content for the sake of putting in more keywords. Admittedly longer form content does usually rank higher on Google and can increase engagement on your site; long form content which doesn't offer any value and is purely there for search engines won't work though. If you are offering valuable, lengthy content which talks about a subject in-depth, your website visitors will appreciate this and will be nurtured by it. The content will be shared more and therefore valuable long form content also boosts your SEO results.
Answer potential questions
Use your content to answer your prospects' questions. I'll talk a little more about how answering your prospects' questions generates leads in just a second, right now I'll just talk about the SEO benefit. On your blog posts (and other pages of your site) you should be answering the questions which prospects will have about your product and the questions they'll have about what your product solves.
People searching for these answers in Google will literally type their question into the search box. If your header is that question and your blog post gives an informative answer...you'll appear higher in search engine rankings. Why else do you think the title of this post starts with "How to..."?
So that's a few tips on how to write B2B content which is search engine friendly and gets you more traffic. Without traffic you can't generate any leads from your site, of course. But now that you've got all of this traffic to your site, how can content be used to actually convert prospects into leads?
Use the SEO techniques for converting traffic into leads too
Using keywords over and over again will let the potential lead know that they are on the right page early on but it won't do much else to convert them. Prospects will read on a little more but if it continues it just gets irritating, difficult to read and nowhere near beneficial. If your content is repetitive then prospects won't get value from it. Content lacking value doesn't build a relationship or trust with your site visitors. Write content that provides a helpful guide to something relevant to them and make sure that the information goes somewhere. Don't just continuously circle one point.
Related keywords prevent you from getting punished by Google for keyword stuffing and also clears up terms with anyone unfamiliar with any technical issues.
Long form content allows you to show that you really know what you are talking about. You need to be a professional on your product/service and its category in order for people to buy from you. Going into detail on your subject area shows this and also gives you a chance to talk about your product a little without it seeming too pushy.