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You put content on your website because you want people to view it, see you as an expert and ultimately do business with you. B2B content engagement refers to the way business customers respond to that content. Actions like clicking links to see additional pages, signing up for an email list and leaving comments indicate how well your content meets their needs.

The Value of B2B Content Engagement

When you provide valuable information and present it in an entertaining format, you give visitors a reason to stick around. Visitors who spend more time exploring your site are more likely to purchase something than those who quickly check out a page and leave. Content engagement gives you important insight into what is—and is not—working on your website.

Content engagement is especially important in B2B relationships because business buyers tend to focus narrowly on price when making a purchase. By encouraging content engagement, you can shift the focus to performance and show how your company can help them succeed. This has a lasting impact on the relationship between your companies.

Tips for Increasing B2B Content Engagement

If you want to increase B2B content engagement, you have to consider the perspective of your customers. They don’t want to waste time, so it’s important to create content that’s easy to read and gives them the information they need.

  • Get to the point. Don’t expect your business customers to read all the way through your material. They’re more likely to scan and look for the most relevant information, increasing the chance they’ll miss something important or click the back button before they find it. Do your customers a favor and put relevant information at the top of the page.
  • Skip the clickbait. Make sure what you’re advertising is exactly what visitors will read. Pay attention to how you describe your content in the meta tags. It’s tempting to capitalize on popular keywords, but if they don’t relation to your content, you’re wasting your customers’ time. This frustrates them and damages your credibility.
  • Incorporate different types of content. Sharing white papers is an effective marketing strategy, but it doesn’t have to be the only technique you use. Consider other forms of content that are easy to scan, like infographics, videos and photos. Your customers can get the information they want quickly and then decide if they want to learn more.
  • Give customers information they can use. When choosing topics to share with customers, look beyond the obvious, vague ideas and get creative. For example, instead of recycling the same tips for choosing accounting software, create a series of posts that highlight the most useful software features for different types of businesses.
  • Stay focused on the customer. Your customers want to know how your company can help them. When you create content, your goal isn’t promoting your goods and services. It’s to show your customers how they benefit when they buy from you. Even posts about corporate and industry updates should ultimately communicate why they should be doing business with you.
  • Ask readers to do something. Each page on your website should have a call to action. You can ask visitors to download an e-book, join your email list, share a post or participate in a live chat. Suggest blog posts or white papers you’ve written about related subjects. You’ll encourage guests to spend more time on your site and boost your engagement numbers.