A great content marketing strategy relies heavily on the B2B website as the center of activity. The website includes blogs, resources, guides, sales sheets, social media links, videos and other multimedia that are part of the content strategy.
For content marketing strategies to be effective, B2B website design must support the content strategy and enable it properly. Whether you’re building a website from scratch or wanting to update your website design, here are some tips to help you set the stage with your web design for a successful content marketing strategy.
Prominent blog / resource
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 stand out. If you are going 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 adding resources or blogs to the top level navigation as many users are familiar with turning to top level navigation for access to helpful resources.
Resources are set up for sharing.
Your B2B content strategy involves creating great content that you and your website visitors want to share. A robust web design makes content easy to share. This includes simple things like making sure each resource has its own URL and image. One step further is the integration of social buttons that make sharing easier, like the AddThis plugin for WordPress.
Thinking about the ability to share content resources during the website design process ensures that the social buttons are prominent and displayed correctly when content is shared.
Create CTAs for blogs
Every copywriter includes a great call to action (CTA) at the end of the blog, but what if your B2B website design had a good visual CTA? Something that grabs the reader’s attention and motivates them to complete the desired action. Other options include web design features such as displaying recent blogs to keep the visitor busy and highlighting relevant guides on the website, contact information, or expert visuals that give viewers a monthly newsletter. Encourage you to sign up for
Having a blog without a CTA does not maximize visitor time or other related content for further conversions. Since blog posts are often a big part of the content marketing strategy, it is important to style blogs for a better user experience as well as to include them on the website.
Highlight resources on the homepage.
Changing leads in B2B marketing and lead nurturing often takes months or even years. Many prospects will visit your site five, six, or more times before contacting your sales team. As such, it is important that they be provided with materials for each stage of the procurement process, but that these resources should not be limited to resources. They should be sprinkled all over the website and on the home page.
Depending on your industry or products / services, it often makes sense to highlight your top content pieces on your homepage to help educate your audience.
Integrate your website and content marketing
Your B2B website is not a stable resource. Rather, it is a living, breathing tool that must be constantly updated and improved for the end user. An effective content marketing strategy is a way to keep your website full of current and helpful content. However, the design of your website should also support your content marketing strategy so that you can attract and convert more leads. When designing your website it is important to think about your content marketing strategy.