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When it comes to your B2B ecommerce marketing, content truly is king.
We all know that professional buyers’ buying patterns are being influenced ever more by their personal online shopping behaviour. They are making their research decisions online and they are parting with their cash over the internet. And so, as more and more B2C trends are translating to B2B purchasing, marketers need to get ever more savvy. Which leaves B2B companies with a dilemma. Well two actually.

The first one is: How to build an online presence – do you go for a “brochure site” or a fully responsive ecommerce site. Well you’re here aren’t you? So let’s assume you’ve made the astute move – a fully responsive and integrated B2B ecommerce site.

The second dilemma is ensuring this site is “found”. It’s possible that you’ve cut back on your outbound sales. Or that you’ve identified that your sales representatives are best used to build key account relationships… and this means that the whole internet is now your bag-carrying salesman. Only problem is, there are a lot of options in that bag!

So the important question here is “how to ensure that your product rises to the top”?

How can you be absolutely certain that when someone goes searching, your products in all their glory, are amongst the first that are seen? Because whilst you’ll need SEO (we’ll get to that later) you also need CONTENT. It is content that the search engines find. It is content that converts leads. It is content that tells people they are in the right place.

It’s all about Content
If, like most people, you’ve thought “content = copy” – let’s stop you right there. Content covers a multitude. For example: images, infographics, audio, video, audio, products, games, etc. You’re already onto a winner with an ecommerce site (how product-heavy is it going to be?) so make the most of it by adding in content at every opportunity.

Structuring your content.
Ensuring that people know they are in the right place, is one of the key requirements of copy. It is this very requirement that will help to hone your content as you create it.

Check that every bit of your content answers these questions:

– Does this help to explain what we do?

– Is this content understandable and in context with our products/company?

– Does this content lead to a next action? And what would that next action be? (eg: subscribe to newsletter, place an order email us, phone us, etc)

Providing quality
Your content must be of a good quality. It is no good to spin articles or copy older blogs. There is no point in using old or irrelevant material. Your content is part of your overall package. It “sells”. Ensure your content answers the above questions, and that it is presented in a way that is neat, attractive and appropriate.

HOW to present content

If your website doesn’t have a blog then stop right there and set up a blog page now. Far from the old “sharing-caring, what I’ve done today” type of content, this blog area is going to be the place that you will add information, articles, activities, surveys, etc. It will be the hub of your website where the changes will come thick and fast, and articles aplenty will be available for all to see. Be clear with your content. Ensure a headline says what it should say. You aren’t aiming to be funny or obscure – your content should be crystal clear and easily digestible. Our attention spans are decreasing daily so aim for articles to be easily read and short. With a longer option if needs be.

Offering content that can educate is an excellent route to sell. (And for people to share!). How-to’s never go out of fashion. Consider using diagrams, videos, pictures and case-studies. Top ten tips can be an excellent way to get your message across.

Create a calendar
Build a calendar and stick to it. Identify key dates in the year that your customers will be interested in. Annual events, trade shows, awards, dinners. Build your calendar around these fixed events first, and then in-fill. Look at key buying seasons, and put articles in that are appropriate to both time and season.

Sharing is caring
Well, actually, sharing can make life much easier… share out the blog work amongst colleagues. Ask people to write on their area of expertise. Adding a different flavour, a new idea, and different styles of writing will all help your site.

Video & Audio
Use video and audio, hosted either on your site or on Youtube to boost your content. Want copy? Then write out the dialogue for those who cannot access audio

They say a picture is worth a thousand words. Sometimes a cool picture is all you need on your blog. Perhaps with a caption competition, or just a great heading. Look at infographics as excellent opportunities to write content to support them.

Make content shareable
After you’ve created all this content, look to where you can share. Post it on Twitter, Instagram, Pinterest, LinkedIn, Facebook, etc.. and allow others to share it. Now your content becomes a sales tool too. – See more at:

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