The keys to web content that sticks

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As a B2B business owner, you know the content that sits on your website is absolutely crucial to your bottom line. While the exact level of make or break-ness depends on your industry and audience, no matter where you sit, you need to make sure that the content you use is absolutely A-class and SEO-optimised. 

In this article, we’ll dig into 5 steps for creating web content magic so you’ll have everything you need to build a phenomenal web content library. If you’d rather do it with a partner, a professional blog writing service may be more your match.

  1. Get up close and personal with your audience

In order to create KILLER content, you need to make sure that you understand your target audience back to front, no surprises. If you really spend the time getting to know who your key personas are and what they’re struggling with / need, the content you create will be 10x better for it and really provide value. 

How do you do this? Choose 2-3 key personas, do research into their typical demographics, job titles, pain points, desires and then use these to build out a profile for each, polished off with a suitable name and image. This process will help humanise them and will provide a document to always refer back to in your research. 

  1. Do your research 

Once you understand your audience, you need to do keyword and content research in order to make content that fits their demands and helps you rank. Keyword research through tools like Google’s Keyword Planner and Ahrefs Keyword Explorer. Simply enter relevant terms and see what search vol is out there + competition. If your looking for service pages, probably better high vol high – mid comp, and for blog pages – high vol, low comp. Once you’ve chosen your terms look at tools like Buzzsumo to see what content is trending for that term. Collect this in a document to refer back to you when your writing.

  1. Focus on providing real value

Now you know your audience & have done your research, you need to take a solid second to regroup before you start writing. Where are you going to be able to provide the most value and what makes the most sense with your business objectives? What aligns best with the demand from your target audience? Are you solving a real problem of theirs in a way that will build trust? Once you’ve ticked all these questions off, you’re all good to go. 

  1. Start writing

One of the hardest parts of the process of creating high quality content for your website is actually writing. Once you’ve planned out everything, you need to just put trust into your communications abilities to put it into words. The best piece of advice we’d have here is just to start – don’t hesitate, don’t stop. It’s not going to be perfect the first time but once you have a first draft, everything will be easier from there. 

Voila! A perfect piece of content should now be ready to send out into the world and attract your target audience. Just continue to replicate this formula again and again and you’ll have a website fully optimised for targeted traffic and conversions in no time. We’re excited for you to get out there and start seeing results!

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