Many businesses underestimate the importance of blogging as part of their B2B content marketing strategy.
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 strategy, here are five mistakes to avoid:
1) 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) 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) Mis-linking or not linking at all
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.
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) Me, Me, Me
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.
In the world of Inbound Marketing, content truly is king – and as such, is an integral part of your overall success!
For more information on how to create an effective B2B content marketing strategy, download our 5-step plan to generating leads from content marketing here, and get in touch for your free marketing report and consultation, where we can discuss your content strategy in greater depth!
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