When you sell to other businesses, you can’t rely on the same strategies as businesses that sell to consumers. Website content for B2B companies must engage multiple decision makers at various stages along the buyer’s journey. More importantly, your B2B content must present your company’s services in stronger light than your competition’s. So, while you may have a good idea about everything you want to say, it’s critical to find out what your audience wants to know and then ensure they find it on your website, first.
Know Your Audience
In B2C content, skilled copywriters write to buyer personas, a representation of the audience they’re selling to. In B2B website content, you may not be able to identify particular buyers by the same demographics, but you can learn about the audience you serve. Use the analytics from your site to get information about who is reading your content. Instead of identifying particular people within your audience, identify your audience by where they are in the buyer’s journey.
Create Content with a Goal in Mind
Once you know your audience, you can use that information to map content directed at each buyer’s persona you’ve created. Start with the call-to-action (CTA) and think about your user’s intent when looking at your site. The engineer who looks at your website may just be gathering information. Use your CTA to direct that person to the next step in their journey, which may not be the purchase.
Use Descriptive Headlines to Catch the Reader’s Attention
B2B users don’t have time to waste making sure they are getting the right information. Your headlines are like an elevator introduction. You have about 10 seconds to let the reader know who you are and what you do. For B2B headlines, you can’t be coy about your brand. Ask a question or tell a story. Frontload information for B2B audiences. One of the best ways to write a headline is to write it after you create the content. Ask another SEO copywriter to review your headline or even create it.
Write to the User
Tell your audience what you can do for them. Content marketing is about reaching your audience’s pain points, not shouting about your products and services. As you draw your audience in, you can tell them about your company and educate them about your mission.
Optimize Website Copy for B2B Users
If you aren’t converting qualified leads with your content, take a close look at what you have and optimize it for a B2B audience. An experienced content agency can take your ideas and tailor content that engages and converts the right leads into customers. Contact MintCopy for more information about our content writing services.