Content within the website covers all content marketing elements including the content on the individual tabs and pages of a website and the SEO landing pages as well. It also includes images, audio, video, blogs, whitepapers, case studies, demos, datasheets and other marketing automation collateral that make up a website.
While creating website content the purpose of the B2B Companys website is to be kept in mind. While it should satisfy a visitors need for high-quality information, it should also focus on the product/service and its benefits for the target audience.
The content within the website must have the following features.
Be goal oriented: A website should enlighten visitors about the company background, what it does and what it stands for. Each page on the website must have a purpose, and the content must address a specific focus (information sharing, selling, brand building, trust inducing, SEO, contact building etc)
Be mindful of the length: Research indicates that reading from computer screens is 25% slower than reading from paper. So have just 50% of the word count of what would be printed on paper. Try to provide as much information as is required only.
Address all phases of the buying cycle: Website content for lead generation must be tuned according to buying cycle, so it must be ensured that while there is enough content to interest the Researcher, there must be enough material for the Buyer as well. Catering to existing customers is as important as gaining new ones.
Keep it Simple and User Friendly: If the company wants to address a wider audience, the website must have multiple language support. Also, remember that visitors come from all over the world, at different connection speeds, and use different browsers. So a website with very heavy graphic laden content is a No-No.
Cover multiple content elements: For effective lead generation, well written thought leadership content like whitepapers and research reports, case studies and customer testimonials, product demos and data sheets, support documents and contact information are a must to attract and engage website audiences.
Be Mindful of these web content Ss: Simple language, Search engine friendly, Short Paragraphs with bulleted points, Specific focus ( target audience and goals),Spelling and grammar, Strong Call2action buttons, Smart titles and headings, sharp images, audio video, and smooth navigation options.
Provide options for sharing and feedback: Last, but not the least, a B2B website must have clear avenues for visitors and customers to interact with the company. Either through a feedback form or comments section, the company must encourage the visitors to communicate with them. Also it is important to enable options for content to be shared via social media sites for wider reach.
Lead generation and lead management becomes simple and uncomplicated when the website content is able to steer visitors in the right direction and keep them engaged.
Also read on - Lead nurturing best practices,
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