Did you know that 83% of B2B buyers research online before making a purchase?
It’s true. That’s why it’s critical for you to create content that will allow potential customers to research your company – you want to drive traffic to your website and persuade people to buy from you over your competitors.
If you’re still on the fence about using content marketing for your business, consider these statistics:
- 39% of the marketing budget is spent specifically on content marketing by the most effective B2B marketers.
- B2B brands that rely on inbound marketing save at least $14 for every new customer acquired.
- 73% of the most effective B2B marketers will produce more content in 2016 than they did in 2015.
Now, you might be thinking:
I understand the value of producing content, but I’m still not quite sure how to use it to drive more traffic to my website.
If that’s the case, keep reading. Today, we’re going to talk about 3 types of content you can use to attract paying customers to your website like crazy.
Let’s start with one of the most popular types of B2B content.
In 2015, 67% of B2B buyers reported relying on content to make a purchasing decision more often than they did the previous year. At a whopping 87%, buyers reported whitepapers as the type of content they used to make purchasing decisions most frequently.
So, it’s clear that you can use white papers to drive sales. But how can you use resources like white papers and researched reports to drive website traffic?
Simple. You offer the resources as gated content.
Gated content means that you require the reader to give you their email address in exchange for downloading your content. Here’s an example of how LabTech Software offers their eBook as gated content:
When you collect people’s email addresses this way, it’s easy to attract them back to your site by sending them regular emails that link back to your latest content. Plus, if they enjoy your gated content, they’ll likely come back to your site to check out your other resources (which is why it’s so important to deliver a high-quality piece every time!).
This isn’t the only way you can get traffic from whitepapers and researched reports. If your content is solid and includes lots of data, there’s a good chance that other credible sites will link back to it.
That means you’ll improve your search engine rankings, which will give you a better chance at attracting your audience to your site.
While infographics aren’t typically gated like studies and whitepapers, they’re still important for driving traffic. In fact, an infographic is 30x more likely to be read than a text article, and 90% of B2B marketers find infographics useful for increasing brand awareness. Still skeptical of the ROI of infographics?
Consider the fact that KISSMetrics, a popular marketing blog, grew like crazy because the people behind the blog created and shared 47 infographics over the course of two years. More specifically, the KISSMetrics site was able to generate 2,512,596 visitors and 41,142 backlinks – all from producing infographics like these:
After seeing this, you’re probably wondering:
How can I create infographics that drive traffic and results for my own business?
Here are a few tips to keep in mind:
- Use a vertical design. According to a Quicksprout study, vertical graphics are tweeted 28.9% more often and are 41.7% more likely to be embedded into other sites. If you’re not sure exactly what size to use, try using a pre-made infographic template in Canva (a free graphic design app).
- Make sure all the text is easily legible. Avoid hard-to-read script and tiny fonts, and opt for large, clear fonts instead.
- Write an attention-grabbing headline. 8 out of 10 people read headline copy, but on average, only 2 out of 10 read the rest of the content. So, it’s easy to understand why you need a good infographic headline to drive traffic to your site. If you’re not sure how to write a headline that converts, consider this data on the most clickable headline types:
Keep in mind that traditional infographics aren’t the only types of graphics you can use to get results for your business. Derek Halpern of Social Triggers creates courses for entrepreneurs, and he used this graphic to drive traffic to his site:
His audience shared it like crazy on social media because of how relatable and relevant was to them. So, think about what your audience would be inspired to share, and don’t be afraid to try new things.
75% of executives report that they watch work-related videos at least weekly and 54% of senior executives report that they share work-related videos with colleagues at least weekly, so it’s easy to understand how videos can drive website traffic for your B2B business.
On top of that, when 294 businesspeople (mostly B2B) were asked what the most effective type of content for social media was, an overwhelming 69% said “Videos.”
But maybe you already know how effective videos are for driving website traffic – you just aren’t sure which types of videos will work best with your audience.
If that’s the case, consider this breakdown of the most effective types of video content for driving business results:
Keep in mind that you’ll want to adjust your video marketing strategy based on the results you want. For example, a customer testimonial video will likely drive conversions more than website traffic. On the other hand, a thought leader interview or a video blog may be more effective at driving website traffic over conversions.
Each of the content assets mentioned here can help you boost your website traffic, but you can’t just create random content and expect it to drive results for your business. Instead, approach each piece of content you create strategically by asking yourself these 3 questions:
- Is this piece specifically relevant to my audience?
- Will this piece drive the results I’m looking for?
- How will I promote this content?
Every piece of content you create should be results-driven and relevant to your audience. And it’s absolutely critical that you have a plan to promote your content in a way that puts it in front of your audience.
Make sure you document your strategy too – B2B marketers who do so are 35% more likely to succeed at content marketing, and you definitely want to be part of that group.
Which of these content assets will you use for your B2B business? Share in the comments section below!
About the Author
Kyle Sanders is Head of Search at Complete Web Resources, a digital marketing refinery specializing in organic search optimization and consulting for small and medium sized businesses.