Many businesses underestimate the importance of blogging – not only does it increase traffic to your website, but it’s also a way of generating leads, establishing authority, and improving your SEO. Since content marketing attracts traffic to your website, you have the opportunity to convert that traffic into leads. It seems pretty simple, but you’ll be surprised by how many businesses are getting it wrong. To make sure you’re getting the most out of your B2B content marketing strategy here are five mistakes to avoid:
1) Having no Call-to-Action
Not having a call-to-action at the end of your blog is like going on an amazing date and not following up with a second date. A CTA keeps the conversation going, and it tells your readers what to do next. Without one, it means that your reader has nowhere else to go if they want to continue reading your content. It will help you grab the attention of your visitors and get them to take a desired action. Just make sure your CTAs are relevant and fit in with the theme of the blog. If visitors are interested in your blog, they’ll most likely be interested in your other offerings too. So make sure to build relatable content (such as eBooks or infographics) around the content you already have.
2) Having no images
Which article would you be more inclined to read – one with images or one without? According to digital marketer Jeff Bullas, articles with images receive 94% more views than those without. A combination of text and images is far more eye-catching than just plain blocks of text. Just make sure your images are of a good quality and are contextually relevant. Not only is the use of images visually appealing, but it also leads to more social media shares, and helps you grab traffic from image search engines. We suggest you use original images and avoid ubiquitous stock images.
3) Mislinking or not linking at all
Your blog should be like a spider’s web, with each article linking to other pages within your site. This way you can promote other offerings as well as encourage lead generation. Linking back to your website within your content also enhances SEO opportunities, and it makes it easier for Google’s crawlers to access your pages. Internal links also make it easier for your readers to navigate through your site and find more relevant content. If someone comes across your blog through a Google search, not having any links won’t help them stick around. But if you incorporate links within your blog, readers will be tempted to explore other posts and stick around for much longer. This might lead to them subscribing or keeping your blog in mind next time they need information.
4) Omitting keywords
Keywords should definitely be incorporated into your B2B content marketing strategy. They help search engines such as Google and Bing to recognise your blog and rank your website higher. Make sure to find a couple of contextually relevant keywords, and organically place them where they will have the most impact for people and search engine crawlers indexing your content. This includes the headline, meta description, intro, main text and concluding paragraph. Failing to optimise keywords can have a significant impact on your company’s SEO score.
5) Making it all about you
The gist of content marketing is to educate first and sell second. You might be tempted to write more business-centric copy, but your focus should be on customer-centric copy. Customers don’t really want to hear about you and what you do, they want to hear about what you can do for them. They’re less concerned about your achievements and company goals, and more concerned about how you can solve their problem. Producing unhelpful content will not aid any conversion with your readers. If you really want to write about yourself, make sure it’s something that can still provide value for your customers.
For more information on how to create an effective B2B content marketing strategy, download our 5 step plan to generating leads from content marketing...