Did you know that businesses that prioritize blogging are 13 times more likely to experience a positive ROI? Source: HubSpot Content marketing is powerful, but only when done right. Many B2B marketers are creating content, but are they creating customers? The key difference lies in a conversion-focused strategy.
In today’s competitive B2B landscape, attracting an audience isn’t enough. You need to guide them through the buyer’s journey and convert them into loyal customers. This requires a shift from simply creating content to creating content that converts.
This guide will provide B2B marketers with a comprehensive framework for developing content that drives conversions. We’ll explore how to understand your audience, align your content with the buyer’s journey, and craft compelling content that resonates with prospects at every stage.
ows has helped numerous B2B companies achieve significant growth through strategic content marketing, and we’re excited to share our expertise with you.
Let’s dive in!
Understanding Your B2B Buyer Journey
Before you start creating content, you need to understand the journey your buyers take from initial awareness to making a purchase decision. Mapping out the B2B buyer’s journey is crucial because it allows you to tailor your content to each stage, providing the right information at the right time.
The B2B buyer’s journey typically consists of three main stages:
- Awareness: In this stage, buyers are identifying a problem or need. They’re looking for educational resources to help them understand their challenges and explore potential solutions.
- Consideration: Buyers are now researching different solutions to address their needs. They’re comparing options and evaluating which one is the best fit for their business.
- Decision: Buyers have narrowed down their choices and are ready to make a purchase. They’re looking for information that will help them justify their decision and ensure a successful implementation.
To create effective content, you need to understand what your buyers are thinking, feeling, and doing at each stage. This requires developing detailed buyer personas. Buyer personas are semi-fictional representations of your ideal customers, based on research and data about their demographics, psychographics, motivations, and goals. You can learn more about creating buyer personas here.
Content Types That Convert at Each Stage
Now that you understand the buyer’s journey and have developed your buyer personas, let’s explore the types of content that work best at each stage.
1. Awareness Stage Content
Goal: Attract and educate.
At the awareness stage, your goal is to attract potential customers and educate them about their pain points and potential solutions. You’re not trying to sell your product or service yet; you’re simply building awareness and establishing your brand as a trusted resource.
Content Types:
- Blog Posts: Write blog posts that address industry trends, common challenges faced by your target audience, and thought leadership topics. For example, if you sell marketing automation software, you could write a blog post titled “The Ultimate Guide to Lead Nurturing” or “5 Common Mistakes to Avoid in Your Email Marketing Strategy.”
- Infographics: Infographics are a great way to visualize data and complex concepts in an easily digestible format. They’re highly shareable and can help you attract a wider audience.
- Explainer Videos: Short, engaging videos can introduce your brand and highlight the problem you solve. They can also be used to explain complex topics in a simple and engaging way.
- Social Media Updates: Share valuable insights, industry news, and engaging content on social media platforms like LinkedIn, Twitter, and Facebook.
- Ebooks/Guides: Create comprehensive guides that delve into broad industry challenges and subtly introduce the solutions you offer. For example, an ebook titled “The State of B2B Marketing in 2024” could highlight emerging trends and challenges, setting the stage for your product/service.
- Webinars/Podcasts: Host webinars or podcasts featuring industry experts discussing relevant topics. This positions your brand as a thought leader and provides valuable insights to your audience.
Calls to Action (CTAs):
- Encourage blog comments
- Prompt social media follows or shares
- Offer newsletter sign ups
2. Consideration Stage Content
Goal: Build trust and demonstrate expertise.
In the consideration stage, buyers are actively researching solutions and comparing different vendors. Your goal is to build trust, demonstrate your expertise, and position your product or service as the best solution for their needs.
Content Types:
- Case Studies: Showcase successful implementations of your product or service. Highlight the challenges your clients faced, the solutions you provided, and the results they achieved.
- White Papers: Provide in-depth analysis and solutions to specific problems. White papers are typically more technical than blog posts and are designed to educate and inform.
- Comparison Guides: Objectively compare different solutions, including yours. Highlight the pros and cons of each option and explain why your solution is the best choice for certain types of businesses.
- Product Demos/Webinars: Host product demos or webinars that showcase your product’s features and benefits. Show how your product works and how it can solve the buyer’s specific challenges.
- FAQ Pages: Create a comprehensive FAQ page that addresses common questions and concerns that buyers might have about your product or service.
- Templates/Checklists: Offer practical tools, such as templates or checklists, that are related to the buyer’s challenges. For example, if you sell project management software, you could offer a free project plan template.
Calls to Action (CTAs):
- Request a demo.
- Download a resource (e.g., case study, white paper).
- Sign up for a free trial.
3. Decision Stage Content
Goal: Drive purchase decisions.
In the decision stage, buyers are ready to make a purchase. Your goal is to provide them with the information they need to justify their decision and feel confident in choosing your product or service.
Content Types:
- Pricing Pages: Clearly outline your pricing and packaging options. Be transparent and upfront about your costs.
- Testimonials/Customer Reviews: Build social proof by featuring testimonials and reviews from satisfied customers.
- ROI Calculators: Demonstrate the potential value of your solution by providing an ROI calculator. This allows buyers to see how much they can save or earn by using your product or service.
- Implementation Guides: Provide detailed information on the onboarding process and how to get started with your product or service.
- Free Trials/Consultations: Offer a low-risk way for buyers to experience your product or service.
- Competitive Battlecards: Equip your sales team with resources that highlight how your solution outperforms the competition in key areas.
Calls to Action (CTAs):
- Buy now.
- Contact sales.
- Request a quote.
- Start a free trial
Crafting Compelling Content: Key Elements
Now that you know what types of content to create, let’s discuss how to make it compelling and conversion-focused.
1. Headlines that Grab Attention
Your headline is the first impression you make on a potential reader. It needs to be compelling enough to grab their attention and make them want to learn more.
Techniques for writing strong headlines:
- Use numbers: Numbers stand out and make your headline more specific (e.g., “7 Strategies to Boost Your B2B Lead Generation”).
- Ask questions: Questions pique the reader’s curiosity (e.g., “Is Your Content Marketing Strategy Failing?”).
- Highlight benefits: Focus on the value the reader will gain from reading your content (e.g., “Create Content that Converts: A Step-by-Step Guide”).
- Use power words: Words like “ultimate,” “proven,” “essential,” and “exclusive” can make your headline more impactful.
Here are some more tips for writing great headlines, courtesy of Neil Patel.
2. Storytelling that Resonates
Storytelling is a powerful tool for connecting with audiences on an emotional level. Incorporating storytelling elements into your B2B content can make it more relatable, memorable, and engaging.
Tips for B2B storytelling:
- Focus on the customer: Make the customer the hero of the story. Highlight their challenges, their journey, and their successes.
- Use real-life examples: Share stories of how your customers have used your product or service to achieve their goals.
- Create a narrative arc: Structure your content like a story, with a beginning, a rising action, a climax, a falling action, and a resolution.
3. Data-Driven Insights
Data adds credibility to your content and helps you build trust with your audience. Use data to support your claims, illustrate your points, and provide valuable insights.
Tips for using data in your content:
- Use reputable sources: Cite data from industry reports, surveys, and studies.
- Present data visually: Use charts, graphs, and infographics to make data more accessible and engaging.
- Tell a story with data: Don’t just present raw data; explain what it means and why it matters.
4. Visual Appeal
Visuals play a crucial role in capturing attention and enhancing comprehension. Use images, videos, infographics, and other visuals to break up text, illustrate your points, and make your content more engaging.
Canva is a great resource for creating appealing visual assets.
Types of visuals to use:
- Images: Use high-quality, relevant images that support your content.
- Videos: Create explainer videos, product demos, or customer testimonials.
- Infographics: Visualize data and complex concepts in an easily digestible format.
- Screenshots: Use screenshots to illustrate software features or processes.
5. SEO Optimization
Search engine optimization (SEO) is essential for ensuring that your content is discoverable by your target audience.
Key SEO considerations:
- Keyword Research: Identify relevant keywords that your target audience is searching for. Use tools like Semrush, Ahrefs, and Google Keyword Planner. Incorporate your primary keyword (“creating content that converts” or “B2B content that converts”) and secondary keywords (e.g., “B2B content marketing,” “buyer journey,” “lead generation content”) naturally throughout your content.
- On-Page Optimization:
- Title Tag: Include your primary keyword in your title tag.
- Meta Description: Write a compelling meta description that includes your primary and some secondary keywords.
- Headings (H1-H6): Use headings to structure your content and incorporate keywords naturally.
- Body Content: Sprinkle keywords throughout the text, but prioritize readability.
- Image Alt Text: Describe images using relevant keywords.
- URL: Use a short and descriptive URL that includes your primary keyword (e.g., octanewebstudio.com/b2b-content-that-converts).
- Internal Linking: Link to other relevant pages on your website.
- External Linking: Link to reputable external resources.
6. Clear and Concise Messaging
B2B buyers are busy professionals. They don’t have time to wade through long, convoluted content. Use clear and concise language that is easy to understand.
Tips for clear and concise messaging:
- Avoid jargon: Use simple language that everyone can understand.
- Short paragraphs: Break up large chunks of text into shorter paragraphs.
- Bullet points: Use bullet points to present information in a digestible format.
- Active voice: Use an active voice to make your writing more direct and engaging.
For more on this, see this article from Yoast.
7. Strong Calls to Action (CTAs)
Your CTAs are what drive conversions. They tell the reader what you want them to do next.
Tips for writing compelling CTAs:
- Be specific: Tell the reader exactly what you want them to do (e.g., “Download the Ebook,” “Request a Demo,” “Start Your Free Trial”).
- Use action words: Use strong verbs that encourage action (e.g., “download,” “request,” “start,” “get”).
- Create a sense of urgency: Encourage immediate action by using phrases like “limited-time offer” or “download now.”
- Make them visually prominent: Use contrasting colors and make your CTA buttons stand out.
- Place them strategically: Place CTAs throughout your content, including at the end of sections and the end of the article.
Measuring and Optimizing for Conversions
Creating conversion-focused content is an iterative process. You need to track your results, analyze your data, and make adjustments to improve your performance.
1. Setting Conversion Goals
Before you start tracking your results, you need to define your conversion goals. What do you want your content to achieve?
Examples of B2B conversion goals:
- Generate leads: Capture email addresses or other contact information.
- Increase demo requests: Encourage prospects to schedule a product demo.
- Drive free trial sign-ups: Get prospects to start a free trial of your product.
- Increase sales: Drive purchases of your product or service.
- Improve engagement: Increase blog comments, social shares, etc.
Make sure your goals are SMART:
- Specific: Clearly defined and easy to understand.
- Measurable: Can be tracked and quantified.
- Achievable: Realistic and attainable.
- Relevant: Aligned with your overall business objectives.
- Time-bound: Have a specific deadline.
2. Tracking Key Metrics
Once you’ve defined your goals, you need to track the key metrics that will help you measure your progress.
You can keep track of these metrics using a tool like Google Analytics.
Key metrics to track:
- Website Analytics:
- Traffic: How many people are visiting your content?
- Bounce Rate: What percentage of visitors leave your site after viewing only one page?
- Time on Page: How long are visitors spending on your content?
- Conversion Rate: What percentage of visitors complete your desired action (e.g., download an ebook, request a demo)?
- Marketing Automation Metrics:
- Lead Score: How qualified are your leads based on their engagement with your content?
- Email Open and Click-Through Rates: How effective are your email marketing campaigns?
- CRM Data:
- Sales Pipeline: How many leads are moving through your sales funnel?
- Customer Acquisition Cost (CAC): How much does it cost to acquire a new customer?
- Customer Lifetime Value (CLTV): How much revenue does a customer generate over their lifetime?
3. A/B Testing
A/B testing is a great way to experiment with different content variations and see what performs best.
Elements to A/B test:
- Headlines: Test different headlines to see which one generates the most clicks.
- CTAs: Test different CTA text, button colors, and placement.
- Visuals: Test different images or videos to see which one is most engaging.
- Content Length: Test different content lengths to see which one performs best.
4. Continuous Improvement
Regularly analyze your data to identify areas for improvement. Use your insights to refine your content strategy and optimize your content for conversions.
Questions to ask yourself:
- Which content pieces are generating the most leads or conversions?
- Which content pieces are performing poorly?
- What are the common characteristics of your top-performing content?
- What can you learn from your A/B tests?
- How can you improve your calls to action?
- Are there any new content formats or channels you should be exploring?
Conclusion: Investing in Content that Delivers
Creating content that converts is not just about generating leads; it’s about generating revenue. By understanding your B2B buyer journey, aligning your content with each stage, and crafting compelling content that resonates with your audience, you can transform your content into a powerful engine for growth.
Remember that creating conversion-focused content is an ongoing process. Continuously measure your results, analyze your data, and make adjustments to optimize your performance.
Ready to take your B2B content marketing to the next level?
- Download our free Content Marketing Checklist to get started.
- Schedule a free consultation with one of our content marketing experts to discuss how ows can help you develop and execute a winning content strategy.
At ows, we’re passionate about helping B2B companies achieve their growth goals through strategic content marketing. Let us help you create content that attracts, engages, and converts your ideal customers.
