Setting the stage: B2B website design tips to support your content strategy
A good content marketing strategy relies heavily on a B2B website as a central business hub. The website houses the blog, resources, guides, sell sheets, social media links, videos, and other media that is part of the content strategy.
For a content marketing strategy to be effective, the design of the B2B website must properly support and activate the content strategy. Whether you’re building a website from scratch or looking to update your website design, below are some tips to help you set the stage with your web design for a content marketing strategy. successful.
Top Blog / Resources
If you know that your content strategy includes blogs or other resources, it is essential that your B2B website design incorporates these resources in a way that makes them stand out. If you plan to invest time and money in creating content, you want to make sure that all website visitors can easily find and access these resources.
We recommend that you include the resources or blog in the top-level navigation, as many users are used to turning to the top-level navigation to access useful resources.
Resources configured for sharing
Your B2B content strategy includes creating fantastic content that you and your website visitors want to share. A solid web design makes it easy to share content. This includes simple things like making sure each resource has its own URL and image. The integration of social buttons that facilitate sharing, like the plugin, goes one step further AddThis for WordPress.
Thinking about the ability to share content assets during the website design process ensures that social buttons are clearly visible and content displays correctly when shared.
Create CTAs for blogs
Every copywriter includes 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 grabs the reader’s attention and prompts them to perform the desired action. Other options include web design features like showcasing recent blogs to keep the visitor engaged and on the website, highlighting related guides to capture contact information, or compelling visuals that encourage visitors to subscribe to the monthly newsletter.
Just having a blog without a CTA doesn’t maximize the visitor’s time on the website or leverage other related content for more conversions. Since blog posts are often a big part of a content marketing strategy, it’s important to style blogs for a great user experience while keeping them engaged on the website.
Feature 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 making contact with your sales team. As such, providing them with content for every step of the buying process is important, but those resources shouldn’t just reside in the resources section. They should be scattered all over the website and also featured on the home page.
Depending on your industry or product / service, it is often a good idea to showcase your best content on your homepage to help educate your audience.
Unite your website and content marketing
Your B2B site is not a static resource. Rather, it is a living resource that must be continually updated and optimized for the end user. An effective content marketing strategy is one way to keep your website up to date and full of useful materials. However, your website design should also support your content marketing strategy so that you can attract and convert more leads. It is important to think about your content marketing strategy when designing your website.