B2B Content Marketing, B2B Digital Marketing Services, search engine optimization project

8 Proven Ways to Develop Effective Content for Your B2B SEO Program

March 30, 2022 | 5 minutes to read
Search Engine Optimization Services
Summary:Social media may attract the most breathless headlines in today’s digital marketing circles, but search engine optimization (SEO) remains the most valuable tool for generating long-term traffic and leads. This is particularly true in the B2B digital marketing services sphere, where the focus is on creating lasting visibility, building relationships, and adding value rather than …

Social media may attract the most breathless headlines in today’s digital marketing circles, but search engine optimization (SEO) remains the most valuable tool for generating long-term traffic and leads. This is particularly true in the B2B digital marketing services sphere, where the focus is on creating lasting visibility, building relationships, and adding value rather than chasing quick hits of viral exposure.

But for SEO to be effective in the B2B space it needs to be built around solid content, and developing that content can be a challenge in a crowded market. If you’re finding inspiration hard to come by, here are eight proven ways of creating genuinely useful, relevant, and compelling content that delivers results.

  1. Keyword Research and Selection

Keywords lie at the core of all effective content creation. Their most basic use is to drive traffic by reflecting what topics potential customers are searching for, and providing content that meets those visitors’ needs. However, as you use research tools to find the most popular and relevant keywords, you’ll also be exposed to related ideas and concepts you might not have thought of originally, inspiring new ideas for targeted content.

However, don’t fall into the trap of chasing high-traffic keywords just for the sake of volume. Relevancy is vital if you want your traffic to convert into business, particularly in the B2B arena where impulse purchases are vanishingly rare. Use keyword search volume reports to inform which phrases are likely to drive the most traffic, but base your final selections on which questions your customers are asking and how you can provide compelling answers. Keyword research and selection is part of a comprehensive digital marketing plan and strategy which is the service we provide in a Digital Marketing Blueprint.

  1. Define Ideal Customer Personas and Audience

define your targeted audience to get leadsAnd of course, you can only identify which keywords your customers are using if you know who they really are. Defining an ideal customer persona (or several) is a tried-and-tested way of putting yourself into your customers’ shoes, giving you a starting point for developing attractive content.

To create a persona, draw up a profile of your typical customer’s background, profession, position, and the problems they’ll need to solve in their everyday work. How can your content speak to their needs, placing your company’s services at the fore of their attention? Each piece of content you create should speak as directly as possible to a customer persona, rather than simply hitting the keywords you’ve selected during research.

  1. Conduct a Content Review

Not all content needs to be brand new. Indeed, some of the most effective B2B content is ‘evergreen’ in nature, addressing the long-term themes of your industry without catering to fast-changing facts or fashions.

However, evergreen content can cross the line into staleness if it’s sitting untouched on your site for too long. Get into the habit of periodically reviewing your existing content and updating it if necessary, with fresh information, or simply improving its quality to maintain its value. And as a bonus, regular reviews will not only boost the effectiveness of existing content but will usually spark off ideas for new, related topics that can expand your keyword footprint.

  1. Repurposing Content 

repurposing contentWhen you’re reviewing older content, consider if the same research and subject matter can be reused in another format. For example, could a lengthy article be condensed into a quickly digestible infographic? Could the same basic content be turned into a short video for spreading via social media with a link back to the original?

Repurposing content is usually much easier and less expensive than developing it from scratch, so make the most of the assets you already have available.

  1. Company News and Events

If your company releases a new product or service, extends its market, or otherwise changes what it offers, then that’s a natural source for new and relevant content ideas. An engaging but informative press release can gain wide exposure, while a blog post on the same topic will provide long-lasting value for your site.

But always bear in mind that B2B customers are primarily concerned with their own business, and not yours. Make sure most of your content is focused on a customer’s needs, with only a small amount devoted to your own company, or you risk projecting an inward-looking image.

  1. Industry News and Trends

By their nature, most B2B relationships develop in closely related industries. If there’s an industry event or development that interests you, it will also likely interest at least some of your customers. Creating content on industry news not only generates exposure but can also build a reputation for expertise if you add insight and commentary to each piece.

  1. Leverage Your Own Industry Expertsleverage industry experts

Your business likely has daily access to experts in your industry’s fields, whether that’s yourself, your employees, or the agencies you work with. Could an interview with any of these experts serve as a basis for compelling content? Choose a topic in which your expertise will shine through and you’ll not only create content with traffic potential but also boost your business reputation in the process.

  1. Make Customer Support a Traffic Generator

Lastly, customer support is often seen as a cost center but it can also be a powerful source of effective B2B traffic. If a paying customer has a question or concern, a prospect would probably also benefit from your company’s response. Every time a query lands in your support section, make a note and consider ways it could be turned into evergreen content that speaks to a wider audience rather than that specific customer. Publish this content in a FAQ or blog post form, and over time you’ll develop a genuinely useful resource with the potential to generate both traffic and leads.


These ideas are only a starting point for a well-rounded content campaign. Our B2B digital marketing services can help you explore your business’s content potential, and develop your SEO strategy for maximum effect. We can also take care of ongoing campaign maintenance with our adaptive search engine optimization approach that continually hones your B2B results over time, establishing your business reputation for expertise and value in your field. Let our experienced San Jose digital marketing team at WSI Smart Web Marketing help you put everything together for you to unlock the full potential of B2B online marketing.

About the Author

Howard worked in the technology industry for over 20 years as product marketing engineer and project manager, and has over 10 years of experience in digital marketing. He is an entrepreneurial digital marketer with a track record of success in creating and developing profitable revenue streams for small and medium sized B2B businesses. His experience and expertise in product marketing, project management, business management, digital marketing consulting allows him to provide the best in class services and measurable results to clients.

The Best Digital Marketing Insight and Advice

The WSI Digital Marketing Blog is your go-to-place to get tips, tricks and best practices on all things digital
marketing related. Check out our latest posts.

    I consent to have WSI Smart Web Marketing collect my name, email and phone number to send me digital communications.

    We are committed to protecting your privacy. For more info, please review our Privacy and Cookie Policies. You may unsubscribe at any time.

    Don't stop the learning now!

    Here are some other blog posts you may be interested in.VIEW ALL BLOG POSTS

    Why B2B Companies Need a Digital Marketing Plan and How to Make One

    October 28, 2022 | 4 minutes to read

    Digital marketing offers immense opportunities in the B2B space, but in even a moderately competitive field, it takes organization and planning to get the most out of its potential. Blindly pouring resources into an online campaign is unlikely to generate the returns you want. However, if you create a detailed B2B digital marketing plan optimized …


    The Best Digital Marketing Strategies for Equipment Manufacturers

    July 14, 2022 | 5 minutes to read

    Using digital marketing approach needs to be planned carefully to provide the expected results you’re looking for.

    Implementing digital marketing for equipment manufacturers doesn’t need to be overly complex or costly to set up. Getting the basic elements right and following a good process can generate great initial results to build on. Here’s what to consider when setting up a successful strategy.


    5 Tips for Choosing Content Marketing Topics

    November 17, 2021 | 11 minutes to read

    Summary: Choosing content marketing topics goes beyond the basics of defining what content you’re going to create. You need to determine why you’re creating it, who you’re doing it for, what channels you will use to promote it, and how it supports your overall content marketing strategy. Are you feeling unsure about what content to …


    © 2022 WSI. All rights reserved. WSI ICE and WSI IM are registered trademarks of RAM. Privacy Policy and Cookie Policy. Each WSI Franchise is an independently owned and operated business.