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B2B Lead Generation: Must Know Tactics to Improve Your B2B Content

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23 min read

Enhance the success of your business by implementing a powerful content strategy that incorporates conversion rate optimization. Establish credibility, connect with your desired audience, and amplify your marketing endeavors. Drive brand recognition, solidify your expertise, and accelerate revenue.

But where should you begin? It can feel overwhelming to determine where to focus your efforts in content marketing. That's why we have compiled a list of ten essential actions you should take to enhance your content strategy. By implementing these tactics, you can generate more conversions and propel your business forward.

Implementing these tactics will undoubtedly improve your content marketing strategy and result in increased conversions for your business. Although it may require some time and effort, the outcomes will certainly be worthwhile. By creating valuable and captivating content, you can establish trust and position yourself as an authoritative figure in your industry, ultimately leading to amplified revenue for your business.


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Discover the essential tactics to enhance your b2b content strategy and elevate your business.

1. Create 10x More Content

Creating compelling and engaging content is crucial when it comes to generating leads and driving conversions. But what exactly does it mean to create great content?

According to Rand Fishkin from Moz, the key is to create what he calls "10x content." This means producing content that is ten times better than anything else available on the subject you are writing about.

So, how can you ensure that your content stands out from the rest?

To avoid your content being repetitive and forgettable, it is important to conduct thorough research. Take a look at what has already been written on the topic and identify any gaps or missing information. By going above and beyond to provide unique and valuable insights, you can make your content truly shine amidst the competition.

Here are some key elements to consider when creating 10x content (aim for at least 4):

  • Great format and layout for a positive user experience
  • Evokes emotions that inspire action, such as joy, awe, or inspiration
  • Provides high-quality, useful, and engaging information
  • Offers a unique perspective on the topic
  • Gets shared widely on social media and other platforms
  • Offers a comprehensive answer to a problem, along with actionable advice and resources

In short, 10x content is about packing as much value as possible into a 1,700-2,500 word blog post. By following these guidelines, you can create content that stands out from the rest and drives leads and conversions for your business.

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2. Optimize for search engines AND users

If your sole focus is on search engine optimization (SEO) techniques, you're only completing half of the necessary work. While SEO is essential for making your content discoverable, it may not necessarily attract or retain your target audience.

Why is that? Well, when you optimize solely for high-volume keywords that appeal to general searchers, you may miss out on reaching your specific target customer. Instead, when you optimize with your target audience in mind, you conduct keyword research that aligns with their intent. This distinction is crucial because it can determine whether you attract leads that actually convert or just visitors who don't engage with your content.

To truly optimize your website for your target audience, it's important to consider the following strategies:

Perform comprehensive keyword research that aligns with the desires and intentions of your target audience.

When it comes to optimizing your website for search engines, keyword research is an essential step. By understanding the desires and intentions of your target audience, you can uncover the specific keywords and phrases they are using to search for information related to your industry.

To perform comprehensive keyword research, start by putting yourself in the shoes of your target audience. Think about what they would search for when looking for products or services like yours. Consider their pain points, needs, and desires.

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Next, use keyword research tools such as Google Keyword Planner, SEMrush, or Moz Keyword Explorer to generate a list of relevant keywords. These tools provide valuable insights into search volume, competition, and related keywords.

But don't stop there. Take it a step further by analyzing the search intent behind these keywords. Are people looking for information, products, or services? Are they in the research phase or ready to make a purchase? Understanding the intent behind the keywords will help you align your content and website optimization strategies accordingly.

Consider the long-tail keywords that are specific to your niche. Long-tail keywords are longer and more specific phrases that attract highly targeted traffic. For example, instead of targeting the broad keyword "digital marketing," you could focus on a long-tail keyword like "best digital marketing strategies for small businesses."

By performing thorough keyword research and aligning with the desires and intentions of your target audience, you'll be able to optimize your website effectively and attract the right kind of traffic that is more likely to convert into leads and customers.

Craft high-quality content that deeply connects with and provides immense value to your target audience.

Crafting high-quality content is essential for any successful blog. It's not just about providing information; it's about deeply connecting with your target audience and providing immense value. So, how can you ensure that your content stands out and resonates with your readers?

Understand your target audience. Conduct thorough research to identify their needs, desires, and pain points. By truly understanding your audience, you can create content that addresses their specific challenges and provides solutions that are tailored to them. This will help you establish a strong connection and build trust with your readers.

Focus on creating content that goes above and beyond. Don't just regurgitate information that can be found elsewhere. Instead, aim to provide unique insights, in-depth analysis, and practical tips that your audience can't find anywhere else. This will set you apart as an authority in your niche and keep your readers coming back for more.

When crafting your content, make sure it is well-researched and supported by credible sources. This adds credibility to your work and shows that you've put in the effort to provide accurate and reliable information. It's also important to present your content in a clear and organized manner. Use headings, subheadings, and bullet points to break up the text and make it easy to read and digest.

Incorporating storytelling techniques can also help you connect with your audience on a deeper level. Use personal anecdotes, case studies, or examples to illustrate your points and make your content more relatable. This will engage your readers and make your content more memorable.

Always aim to provide value. Your content should leave your readers feeling like they've gained something valuable from reading it. Whether it's actionable tips, practical advice, or thought-provoking insights, make sure your content offers something tangible that your audience can apply to their own lives or businesses.

By crafting high-quality content that deeply connects with and provides immense value to your target audience, you will not only attract more readers but also build a loyal following that will keep coming back for more. Remember, quality content is the key to success in the world of blogging.

Integrate appropriate keywords organically into your content, while avoiding the overuse of keywords.

Integrating keywords into your content is an important aspect of search engine optimization (SEO). However, it's crucial to do so in a way that feels natural and organic, rather than keyword stuffing. Keyword stuffing refers to the practice of overusing keywords in an attempt to manipulate search engine rankings.

When incorporating keywords into your content, it's essential to find a balance. You want to include relevant keywords that align with your topic and target audience's search intent. This will help search engines understand what your content is about and rank it accordingly.

To integrate keywords organically, start by conducting keyword research to identify the terms and phrases your target audience is using to search for information related to your niche. Once you have a list of keywords, strategically place them throughout your content in a way that feels seamless and natural.

Rather than forcefully inserting keywords into every sentence, focus on utilizing them in key areas such as the title, headings, and subheadings. Additionally, incorporate keywords in the body of your content where they naturally fit and flow. Remember, the primary goal is to create valuable and engaging content for your readers, so prioritize their experience over keyword placement.

By integrating keywords organically, you'll not only optimize your content for search engines but also improve its readability and user experience. This will attract more organic traffic to your blog and increase the chances of your content being discovered by your target audience.

Harness the power of long-tail keywords to capture the attention of targeted search queries.

To truly optimize your blog content, it's important to understand the significance of long-tail keywords. These are longer and more specific keyword phrases that users often use when they have a clear intent behind their search.

By incorporating long-tail keywords into your content, you can attract a more targeted audience who are actively seeking the information or solutions you provide. This not only increases the chances of your content being discovered but also improves the overall relevance and quality of your blog.

To effectively utilize long-tail keywords, start by conducting thorough keyword research to identify phrases that align with your content and target audience. Look for keywords that have a decent search volume but lower competition, as this will give you a better chance of ranking higher in search engine results.

Once you have a list of relevant long-tail keywords, strategically integrate them into your content in a natural and seamless way. Place them in your headings, subheadings, and throughout the body of your blog post where they fit naturally. This will not only optimize your content for search engines but also enhance its readability and user experience.

Remember, the goal is to create valuable and engaging content for your readers, so prioritize their experience above all else. By incorporating long-tail keywords effectively, you can attract a more targeted audience and increase your blog's visibility and success.

Optimize for local keywords if your business caters to a specific geographic area.

To optimize your site for your target audience, it is essential to prioritize their needs and preferences. By understanding their intent and interests, you can create a website that attracts and retains leads who are more likely to convert into customers. This, in turn, will contribute to the growth and success of your business.

One of the first steps in optimizing your website for your target audience is conducting thorough keyword research. By researching the keywords that align with your audience's intent, you can identify the terms and phrases they are using when searching for information related to your niche. This will help you create content that is relevant and valuable to them.

Once you have identified the relevant keywords, the next step is to create high-quality content that resonates with your audience. This means creating "10x content" – content that is ten times better than anything else available on the topic. Your content should not only provide information but also engage and add value to your audience's lives. By doing so, you can establish yourself as an authoritative and trusted source in your industry.

Incorporating relevant keywords into your content is crucial for optimizing your website for search engines. However, it is essential to do so naturally and avoid keyword stuffing. Keyword stuffing refers to the practice of excessively using keywords in your content in an attempt to manipulate search engine rankings. Instead, focus on seamlessly integrating keywords into your content where they fit naturally and make sense.

In addition to using general keywords, it is also beneficial to use long-tail keywords to target specific search queries. Long-tail keywords are longer and more specific keyword phrases that users often use when they have a clear intent behind their search. By incorporating long-tail keywords into your content, you can attract a more targeted audience who are actively seeking the information or solutions you provide.

If your business serves a specific geographic area, optimizing for local keywords is essential. Local keywords include location-specific terms that help search engines understand the geographic relevance of your content. By optimizing for local keywords, you can ensure that your website appears in relevant local search results and attract customers in your area.

By focusing on your target audience and optimizing your website accordingly, you can attract and retain leads who are more likely to convert into customers. This, in turn, will contribute to the growth and success of your business. Remember to continuously monitor and analyze your website's performance to make any necessary adjustments and improvements to meet your audience's changing needs and preferences. 

3. Craft headlines that get clicks

Crafting a captivating headline is essential to grabbing attention and generating interest in your blog post. Without an engaging title, your content is likely to be overlooked.

Similar to social media, posts with compelling headlines have a higher chance of being clicked on, whether they are in text or video format.

To emphasize the significance of your headline, consider the following statistics:

- 80% of people will see your headline

- Only 20% will actually read your content

This means that only 20% of headlines are effective in evoking emotion and getting clicks. So, how can you create a remarkable title for your blog posts?

Here's a quick checklist:

  • Contains 62 characters or less (any longer and it will be cut off in search engine results)
  • Uses specific numbers and data
  • Offers a solution to a problem using words like tips, lessons, ideas, ways, secrets, etc.
  • Contains specific wording like "for beginners" and "from scratch"
  • Creates a sense of urgency and scarcity
  • Uses power words like "quick," "easy," "now," and "revolutionary"

While this list is not comprehensive, it serves as a valuable starting point for enhancing your content headlines. By adhering to these guidelines, you can craft captivating titles that capture attention and increase traffic to your blog.

4. Include actionable tips

Every piece of content you create should go beyond just providing information. It should also include actionable tips that empower readers to take action.

For instance, if you're writing about pest control, don't just discuss the problems caused by roaches and mice. Instead, offer practical tips on preventing infestations and keeping these pests at bay. This valuable information is beneficial to readers, even if they don't currently require your services. By showcasing your expertise and authority in the industry, you build trust and increase your chances of earning their business.

Here are some tips for creating content that includes actionable tips:

  • Focus on providing solutions to specific problems.
  • Include step-by-step instructions or examples to make it easy for readers to follow.
  • Use bullet points or numbered lists to break up the content and make it scannable.
  • Include links to relevant resources or further reading for readers who want to delve deeper.

By including practical advice in your content, you inspire your readers to take action and potentially transform into loyal customers. Don't hesitate to share your expertise and knowledge. It's a powerful tool for positioning yourself as an industry expert and fostering trust with your audience.

Here are some tips for creating actionable content:

  • Focus on providing solutions to specific problems
  • Include step-by-step instructions or examples to make it easy for readers to follow
  • Use bullet points or numbered lists to break up the content and make it easy to scan
  • Include links to relevant resources or further reading for readers who want to learn more

By incorporating practical advice into your content, you empower your readers to take action and potentially become loyal customers. Embrace the opportunity to share your expertise and knowledge, as it is a powerful tool for positioning yourself as an industry expert and building trust with your audience. Don't hesitate to provide actionable tips – they can be instrumental in establishing yourself as an authority in your field and attracting potential customers.

5. Write to answer questions

A clever strategy employed by content marketers to enhance their website's visibility is crafting content in a question and answer format. This technique enables search engine bots to crawl your webpage and extract answers to display in search results, ultimately boosting your online presence.

Have you ever noticed the answer box that pops up on Google when you search a specific question? If your content is chosen for the answer box, it will be showcased above the search results, surpassing even the coveted #1 position.`

Here are some tips for creating question and answer content:

  • Research commonly asked questions in your industry
  • Use a question and answer format for your content, with the question as the title and the answer as the body of the post
  • Keep your answers concise and to the point, with a clear call to action at the end
  • Use keywords naturally and avoid keyword stuffing
  • Promote your content on social media and other platforms to increase visibility and drive traffic to your site

By incorporating question and answer content into your blog, you have the opportunity to enhance your visibility in search results and attract more traffic to your website. This strategy can establish your expertise and credibility in your industry, ultimately leading to the growth and success of your business.

6. Ensure the accuracy of your sources and reporting

As an esteemed blogger, it is paramount to prioritize the authenticity and precision of your content. This entails utilizing dependable sources and verifying the information you present to your valued readers.

To uphold your standing as a credible source of knowledge, it is imperative to engage in thorough research and diligent fact-checking. Thoroughly scrutinize the credibility of your sources and guarantee that the information you incorporate in your blog posts is accurate and current.

In addition to relying on reputable sources, it is equally important to acknowledge and attribute your references. This not only bolsters the credibility of your content but also allows your readers to delve deeper into the subject matter if they desire.

By focusing on the accuracy and dependability of your sources and reporting, you can establish yourself as a trustworthy and reliable blogger in your respective field. This will not only attract a larger readership but also contribute to the ongoing growth and success of your esteemed blog.

Maintaining your credibility is of utmost importance when it comes to producing content as a blogger. If you are delivering news-worthy information to your audience, it is vital that you take the extra step to verify the accuracy of the details you share.

Avoid basing your blog post solely on a single article you have read. If that is your only source, clearly indicate where you obtained your information. Providing incorrect information can have a detrimental impact on your reputation.

The same applies to citing data. Ensure that you include a link to the source, preferably from a reputable one. Keep in mind that Wikipedia is not always considered a reliable source due to its open editing system, which can lead to the publication of incorrect information and hoaxes.

As a general guideline, aim for websites with .edu, .gov, or .org domain extensions. These are typically more trustworthy than .com sites. However, it is important to note that there are reputable .com sites as well, so conducting thorough research is essential to finding the best sources in your industry.

Here are some tips for maintaining credibility with your content:

  • Verify the information you share and provide sources if possible
  • Avoid relying on a single source for your information
  • Link to reputable sources when citing data
  • Avoid using Wikipedia as a source unless you can confirm the information
  • Do your research to find the best sources in your industry

By adhering to these principles, you can uphold the authenticity of your content and safeguard your reputation as a reliable and respected authority.




7. Encourage readers to comment and share

One of the key indicators of successful content is its ability to engage readers, encouraging them to share and comment on your post. To achieve this, your content should be thought-provoking and invite readers to contribute their own stories, tips, and ideas. If your content is particularly inspiring or informative, it may even be shared by your audience. To make it easy for readers to share your content, be sure to include social share buttons on each post.

Here are some ways to engage your readers:

  • Leave questions at the end of your posts
  • Tell stories to get readers to share their own
  • Ask readers for feedback or their own insights
  • Include a call to action (sign up, comment, call)

The subject matter of your blog posts also influences reader engagement. When you write about topics that are relevant and meaningful to your audience, they are more inclined to participate by leaving comments and sharing your content. By actively engaging your readers, you have the opportunity to cultivate a community around your blog and drive increased traffic to your website.

8. Deliver quality content consistently

It's exhilarating when you publish a blog post that not only drives traffic and engagement but also leaves a lasting impact on your readers. However, what happens after they leave your site? Will they find consistently high-quality, actionable, and captivating content when they return? Consistency is the key to establishing your brand as a leading authority in your industry.

Once your visitors realize that they can rely on your blog to consistently deliver fresh content, they are more likely to return on their own accord. This not only increases the rate of new visitors but also fosters a loyal community of returning readers. To achieve this, consider creating a content schedule that ensures a steady stream of engaging posts to keep your audience captivated and coming back for more.

Here are some tips for creating a content schedule:

  • Plan out your content in advance
  • Identify the type of content you will create (blog posts, videos, podcasts, etc.)
  • Determine how often you will publish new content
  • Set goals for each piece of content (e.g., traffic, engagement, conversions)
  • Monitor and adjust your schedule as needed

By adhering to a well-planned content schedule and maintaining consistency, you have the power to consistently deliver high-quality and valuable content to your audience. This not only positions your brand as a trusted leader in your industry but also fosters a loyal community of readers who eagerly anticipate your next insightful post. Stay dedicated to your content schedule, and watch as your brand continues to thrive and make a lasting impact on your audience.

9. Auditing your content regularly

Regularly evaluating and analyzing your website content is crucial for a variety of reasons. By closely examining the traffic and conversion rates of each piece of content, you can gain valuable insights into the most popular topics and what your audience is seeking from your brand. Additionally, conducting an audit allows you to identify high-performing keywords and areas for improvement, ultimately enhancing your content's visibility and ranking on search engines.

Here are some key steps for auditing your web content:

  • Identify the metrics you want to track (e.g., traffic, engagement, conversions)
  • Use tools like Google Analytics to collect data on your content's performance
  • Analyze the data to identify trends and patterns
  • Use the insights from your audit to improve the performance of your content
  • Repeat the process on a regular basis to ensure your content stays up-to-date and relevant.

Regularly conducting content audits allows you to discover valuable opportunities for enhancing its performance and ensuring its relevance to your audience. This proactive approach not only drives increased traffic, engagement, and conversions but also adds significant value to your business.

10. Craft content around the buyer’s journey

Crafting content that caters to every step of the buyer's journey is crucial for maximizing conversions. While building awareness is important, it's equally vital to create content for the consideration and decision stages of the buyer's journey.

During the consideration stage, buyers have identified their needs and are exploring their options. They are actively evaluating potential opportunities, comparing prices, and determining which ones are most likely to fulfill their requirements. In this stage, your content should focus on providing valuable information that helps buyers make informed decisions. This can include comparison papers, articles, expert guides, podcasts, case studies, and videos.

Once buyers reach the decision stage, they are ready to make a purchase. At this point, your content should emphasize your unique value proposition and competitive advantages. This can be achieved through vendor and product comparisons, product literature and demonstrations, case studies, testimonials, and product reviews.

By creating content that addresses each stage of the buyer's journey, you not only guide potential customers through the purchasing process but also increase the likelihood of driving conversions. This strategic approach ensures that your content resonates with your audience at every step, ultimately leading to successful outcomes.

Developing a content strategy that grows your business

The importance of a comprehensive content marketing strategy becomes evident when considering these 10 tips. Developing and executing a content strategy can be challenging and time-consuming, but the rewards are worth it. A strong content strategy allows you to build trust, connect with your target audience, fuel your other marketing efforts, and grow your business's recognition, authority, and revenue.

Businesses that effectively utilize content marketing are experiencing significantly higher conversion rates. According to Dan Shewan from WordStream, content marketing boasts an average conversion rate of 2.9% compared to a mere 0.5% for those who neglect to implement a content strategy.

If you want to generate more conversions through your content, it is crucial to focus on the right elements. This includes creating exceptional content that surpasses anything else on the subject, optimizing your website with relevant keywords, offering actionable tips in your posts, engaging your readers, establishing a consistent posting schedule, and regularly auditing your web content.

Don't just take our word for it, though. Implement these tips into your content marketing strategy and witness the results firsthand. With the right content strategy, you can position your brand as a leader in your industry, driving more leads and conversions for your business.

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