3 B2B Content Marketing Tips to Increase Exposure

b2b content marketing

Most marketers know that content is the essential ingredient for bringing visitors to their sites from Google.

That’s why B2B content marketing went from almost nonexistent among B2B companies about five years ago to a methodology that none of them would dare be without.

However, content can do a lot more than just improve search traffic for your site. Another important capability is its potential for increasing your company’s exposure.

3 Ways B2B Content Marketing Can Bring Your Business Greater Exposure

Greater exposure means more people see your content. When that happens, you don’t just see better search results. You see more traffic from more channels and enjoy B2B content marketing that converts much easier because those channels also bring you greater authority.

Here are three simple ways to make sure your B2B content marketing efforts get in front of more people.

1. Create Content Using Subject Matter Experts

There’s nothing wrong with outsourcing your content-creation needs. There’s also nothing wrong with covering the occasional general topic on your site.

However, if your company’s subject-matter experts are never contributing, your content probably doesn’t bring in as many views as it could.

That’s because B2B buyers are far less interested in general topics. They often have the same background as many of the people at your company. A CFO understands accounting, so they won’t be impressed by copy written by someone who doesn’t have similar credentials. It’s when a company can create expert copy that speaks to the actual experience that the CFO will be engaged and more likely to convert down the line.

Furthermore, subject-matter experts have insights that can be truly helpful and even actionable. For example, if you sell hardware for data centers, it will help if someone on your staff used to work at a data center and can create content about it. They can make recommendations based on that unique experience.

You can still outsource or use your marketing department to polish up the copy a bit, but be sure you bring some of your content more views by having a subject-matter expert write it.

2. Test Your Efforts with Analytic Tools

As opposed to advertising copy that came before the Internet, one of the biggest advantages of B2B content marketing is that you can literallytest how well it does, often in real-time.

That’s why you should be using software to measure just how well your content is doing in objective terms. Just some examples of these tools include:

Every company should be using these tools, but, again, they’re especially important for B2B marketers. We need to know where our traffic is coming from and get a sense of why, or we can face extremely long buying cycles that kill ROIs.

When you’re looking to grow exposure, you want to see which sources are bringing you the most views, so you can go back to them again and again.

3. Do More Than Just Publish Your Content

Speaking of which, don’t expect your website to do all the work when it comes to increasing your exposure. Unless you already have a website that is seeing impressive amounts of traffic, your B2B content marketing efforts will need to include a bit of elbow grease.

Aside from organic traffic, amplify your copy by using paid media to bring you even more views. Over time, you’ll be able to reduce your budget, but for now, it’s worth spending some money to build that exposure.

B2B influencers can be extremely helpful in this regard, as well. Getting guest posts on industry sites is another phenomenal way to make sure your content is in front of the right people.

Does Your B2B Content Marketing Generate More Clients?

B2B content marketing should be a priority for every company. Over time, it builds a reliable channel for organic traffic and easy leads. It can also help position your organization as an authority and thought leader among your industry.

Still, none of those achievements will mean much if you can’t use that content to convert leads into clients. In fact, when your conversion rate is low, content marketing can actually cost you.

That’s why we created Hushly. Our platform actually works with the content you already have. There’s no need to make expensive changes to your current website, either. All you need to do is install it.

After that, we guarantee you’ll see your conversions improve by no less than 51%.

Name another company that can claim the same.

Sound too good to be true? Just contact us today and we’ll gladly show you how it works.

How to Use B2B SEO for Your Company’s 3 Essential Pages

B2B SEO

Everyone knows B2B SEO matters for bringing leads to your website.

However, do you know how to make it work best for the individual pages on your site?

If you treat each page the same way, your SEO efforts are going to fall flat.

Here’s How B2B SEO Work for Your 3 Most Important Pages

Instead of applying the same principles to each page, here’s how B2B SEO works best for each of your three most important pages.

1. The Homepage

B2B SEO for your homepage is actually relatively simple. That’s because, for the most part, it’s your other pages that will decide how well it does in searches. The better you optimize each page – which points back to your homepage – the better that all-important homepage will do with Google.

Still, there are two simple steps you can take to help it attract more visitors.

First, add your most important keyword to your homepage title. Make it something like “Anderson Co. – Corporate Consulting” or “ACME – Human Resources Software.” That will give Google more to work with when deciding about your page.

Second, do your best to ensure that not a single page on your site is more than three clicks from the homepage. Shorter URLs aren’t necessarily signals that Google relies on, but the search engine does appreciate sites that will be easier to navigate. If there are only two pages standing between a homepage-visitor and the information they want, you’ll enjoy better results.

2. Your Products and Services Pages

Similarly, B2B SEO for your company’s services and/or products pages mostly comes down to creating relevant blog posts that will rank well, so you can link to the pages that show off what your company actually sells.

Nonetheless, don’t waste any opportunity to put relevant keywords on your website. In fact, while you should have one main page for each of your products/services that are linked to your homepage, create multiples for even more opportunities to put those keywords on your site. Just be sure you don’t use any duplicate content and try to focus on different keywords for each page. Then, interlink those pages for even greater navigability.

3. Your Blog Posts

Every B2B company should publish blogs. Among other things, they’re your best bet for sending Google’s attention to your homepage and service/product pages, as we’ve already mentioned.

However, this will only work if you know how to use B2B SEO to attract that attention first.

You’re probably already familiar with SEO keywords. So, let’s look at how to use keywords in your blogs.

The first rule is to focus on just one keyword per blog, two at the most. After that, you’re chasing too many of them and your content runs the risk of becoming thin. Your blog posts will then always lose out to any blog focusing on just oneof the three or more keywords you’re chasing.

Once you have your one or two keywords, make sure they’re included in each of the following:

  • Title Tag
  • Meta Description
  • Headers
  • Content
  • URL

Think about the intent of your post, as well, because intent and keywords go hand-in-hand. Don’t try to shoehorn a high-volume keyword into a post that isn’t a good fit, or you won’t see any traffic. Take the time to understand why people are searching for the keyword, and you’ll know what to write to bring them to your page.

Finally, use your blogs to link out to other sites. Google loves this because it makes its job a lot easier and turns your blog into a better resource for visitors. Just be sure you link to high-quality sites.

Bonus: Everything Else

Obviously, your B2B website probably includes a lot more pages than the three types we just covered. You probably have an About Us, for example. Hopefully, you’ve included some case studies, too.

Whatever the case, the rest of these pages serve similar purposes. Where appropriate, include keywords. When Google scans your entire site─ the more relevant keywords it finds, the easier a time it will have identifying what it is your company does.

As we already covered, interlinking is important, but be sure that your other pages bring visitors to one of the pages above. A case study linking to another case study is fine. Just make sure it also links to the relevant product page.

Earn a Better ROI on Your B2B SEO

With the right B2B SEO plan in place for all of your site’s different pages, you’ll soon enjoy the reward: a lot more traffic.

However, will you be able to capitalize on it?

Make sure you turn those visitors into leads by leveraging the power of Hushly. Contact us today and we’ll show you how our platform increases conversions by 51% – guaranteed.