Clear the stage: B2B web site design tricks to help your content material technique
A great content marketing strategy relies heavily on a B2B website as the central hub of activity. The website contains the blog, resources, guides, sales sheets, social media links, videos, and other multimedia content that is part of the content strategy.
For a content marketing strategy to be effective, the design of the B2B website must support and properly enable the content strategy. Whether you are building a website from scratch or want to update your website design, here are tips to help you create the foundation for a successful content marketing strategy with your web design.
Prominent blog / resources
If you know that your content strategy includes blogging or other resources, it is important that your B2B website design integrates these resources in a way that makes them highly visible. If you want to invest the time and money in content creation, you want to make sure that all website visitors can find and access these resources easily.
We recommend adding the resources or blog to the top-level navigation as many users are familiar with accessing the top-level navigation to access helpful resources.
Resources set up to share
Your B2B content strategy includes creating amazing content that you and your website visitors want to share. A strong web design makes it easy to share the content. This includes simple things like making sure each resource has its own url and image. The integration of social buttons that make sharing easier, such as the AddThis plugin for WordPress, goes one step further.
Thinking about sharing content resources during the website design process ensures that the social buttons are clearly visible and that the content is displayed correctly when shared.
Create CTAs for blogs
Every copywriter adds a compelling call-to-action (CTA) at the end of a blog, but what if your B2B website design had a nice visual CTA? Something that catches the reader’s attention and encourages them to take the action they want. Other options include web design features like showing off new blogs to keep the visitor busy on the site, highlighting related guides for capturing contact information, or compelling graphics that encourage visitors to sign up for the monthly newsletter.
Having a blog without a CTA doesn’t maximize the visitor’s time on the site or leverage other related content for more conversions. Since blog posts are often a big part of a content marketing strategy, it is important to design the blogs for a great user experience while keeping them engaged on the website.
Functional resources on the home page
B2B marketing and lead nurturing often take months or even years to convert leads. Many prospects may visit your website five, six, or more times before they ever contact your sales team. So it is important to provide them with content for each stage of the buying process, but these resources shouldn’t be contained solely in the resources section. They should be spread across the website and also appear on the home page.
Depending on your industry or your products / services, it often makes sense to present your most important content on your homepage to keep your audience informed.
Unite your website and your content marketing
Your B2B website is not a static resource. Rather, it is a living, breathing resource that should be constantly updated and optimized for the end user. An effective content marketing strategy is one way to keep your website current and full of helpful materials. However, your website design should also support your content marketing strategy so you can attract and convert more leads. It is important to think about your content marketing strategy when designing your website.
Author: Jeremy Durant
Jeremy is the general manager of Bop Design, a B2B marketing and web design and development company based in San Diego, California. Jeremy builds relationships with B2B companies and entrepreneurs in need of a marketing and branding strategy, helping them develop their unique value proposition and ideal customers … Show complete profile >