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Is Your B2B Blog Content What it Should Be?

Date posted: September 4, 2014

When you think about it, your B2B corporate Web site is the most visible face of your company. No other element is at the fingertips of your customers, prospects, stakeholders and anyone else out there who might have an interest, active or nascent, in what you do. That being the case, one wonders why so many firms take a cavalier attitude in how their website looks and works in projecting their image and converting interest to revenue.

Dawn Gadless, business development manager at Emagine, recently posted a list of eight reasons a B2B website might consider redesigning that most public face. They’re worth revisiting here:

  1. Is your website a dinosaur?
    With changing design styles, trends, and technologies, a site that is even two years old can look outdated and boring. Your website establishes immediate credibility no matter what size company you are 24/7— it is worth the time to perfect.
  2. Your website doesn’t work on all devices.
    In today’s commercial environment, your website has to be responsive and mobile friendly. In 2014, mobile Internet is officially taking over desktop Internet usage. Does your website functionality reflect this?
  3. Your website is hard to use and confusing.
    Is there a “contact us” section or phone number immediately visible? Can a prospect tell in 30 seconds what your company does? Do you have clear and concise messaging? You have to make your website as easy as it can be for users to find the information they need and get in contact with you.
  4. Your content management system is outdated or proprietary.
    Consider an open source CMS. A complicated CMS can prohibit you from actively changing your website to reflect SEO best practices and add new and fresh content.
  5. You aren’t coming up in the search engines.
    You should have a search engine/online marketing strategy in place. If you can’t do it yourself or don’t have the time, hire an expert or agency that specializes in SEO and online marketing with a proven track record and good customer testimonials.
  6. Your content is hard to find.
    Is it hard to find your company’s blog? If your website is designed in a way that makes your blog difficult to find or read, then you could be limiting the opportunities your blog can offer you. New designs that offer an RSS feed on your homepage can help make it easier for visitors to view your content, Having relevant content in place and updating a blog regularly keeps you in good standing with the search engines. The more content you post, the more regularly your site will be crawled and indexed. Do your research and take a close look at what your competitors are doing and what they are doing well. Identify your keywords or key phrases and include them in your site. Always be learning. Make sure you subscribe to current SEO blogs and articles to stay informed.
  7. You have no calls to action.
    Make your leads do something.  How many times have you “changed your mind” and clicked off a website because the form was annoying, asked too many questions, and took too much of your time? Have clear calls to action (CTA’s) as well as an intuitive design throughout your website in order to keep visitors engaged and encourages them to take action. Forms should be simple and ask for only the necessary information.
  8. You have no social media presence.
    You need to hop aboard the Social Media networking train if for no other reason than to establish credibility. You can use these outlets to post relevant content, become a thought leader in your industry, and refer traffic back to your website. Americans spend an average of 1/2 an hour a day on Social Media and 83% of B2B marketers invest in social media to increase brand exposure according to Social Media Today. LinkedIn, Facebook, Twitter, Google+, and YouTube are all important outlets for your B2B marketing efforts and should be easy to find and well integrated on your website.

All of these are really excellent points— and points that point to content as well as design.

Much of my time is spent in helping clients develop relevant and engaging B2B content for their websites: blog posts, case studies, white papers and more. If you’d like an opinion on how your Web site’s blog content might be more effective, or find out more about how to develop rich content to make your Web site more powerful, I’d love to speak with you.