B2B vs B2C SEO Content Writing

If you have a B2B company, your target audience is made of decision makers, and your product or service may offer a complex solution. Your SEO strategy will look a bit different than a B2C SEO strategy on your blog.

B2B vs B2C SEO Content Writing

Hi everyone,

If you have a B2B company, your target audience is made of decision makers, and your product or service may offer complex solutions. Your SEO strategy will look a bit different than a B2C SEO strategy on your blog.  

This is especially true for climate tech, ESG, and sustainability B2B companies, which are developing new, disruptive solutions to problems. To access a wider audience, you often need to provide a lot of context-building around the solution. You literally need to create a market where there was none, in some cases. Yet, your mind is probably focused on making sales 24/7.

SEO and inbound marketing is a refreshing way to break you out of that mindset, A short-term sales-oriented mindset can be counterintuitive to nurturing your audience.

SEO blogging requires patience, determination, and a consistently applied strategy. It takes roughly 3 months for a blog post to start ranking.

SEO content marketing - the slow, steady back-burner

Your blog and its content aren't probably the most front-facing part of your B2B website. That's ok, because it draws traffic from elsewhere – search engines.

B2B companies can get by with a core set of high quality informational resources to develop the context their audience needs to become a buyer.

These SEO blog posts should be published strategically to build awareness, fill knowledge gaps, and spur interest in your core product/service by attracting organic visitors through search.

These posts should also be "evergreen" posts – meaning they are not tied to updates, trends or seasons, because this will render their SEO value useless in time. B2B SEO blogging works best with timeless blog pages that get updated as new information pertinent to their core topic comes forward.

Strategic informative posts can continue collecting relevant traffic year after year, which ads, media buzz, and social media DON'T offer.

All content should be optimized

Even if your company does not place the SEO blog strategy as your number one priority, you'll still want to take the extra step to ensure that all published content is easy to search online. This means:

  • including the target keyword in the URL, title, meta-description, and other related keywords in the headings.

You need keyword research to optimize your content

Assuming you know the best keyword for your content isn't always the best approach. It can lead to poor planning in terms of content overlap or irrelevant terminology. Be sure to vet your keyword decisions with keyword research.

All content should be part of a strategic plan

If you don't link content to a strategy digital marketing sales funnel (a series of expected actions readers will take on each page), a content keyword mapping plan, or a competitive analysis, you're shooting in the dark. Being aware of the larger market and your long-term goals helps your content strategy succeed.

Inbound marketing sales funnel

Remember that you have different types of leads across a funnel:

  • Buyers (bottom of funnel) - these people spend money on your service
  • Proponents (middle of funnel) - these people share your content and information with others
  • Newbies (top of funnel) - your content answered their specific questions, and they've just become familiar with your company.

Each of these can be valuable, especially if you capture them in your mailing list.

This is why it is critical to include clear opportunities (calls to action) for them to sign up to your mailing list.

Nurture your leads: Overtime, by nurturing your mailing list audience, Newbies can be come Proponents, and Proponents can become Buyers.

B2B vs B2C basics

  • B2B target audiences are smaller in size than B2C audiences.
  • B2B sales funnels are more complex than B2C sales funnels, because there are multiple stakeholders in the sales decision.
  • B2B buyers have a higher budget than B2C buyers.

B2B vs B2C SEO strategies

  • CPC for the win: B2B keywords tend to have a lower monthly search volume (MSV), but a higher cost per click (CPC) than B2C keywords. Keywords with a high CPC are ones that attract decision makers with large budgets.  
  • Diversify your keywords: Target bottom of funnel keywords on your main landing pages, but adjacent keywords and topics on your blog. This attracts people with similar interests (newbies and proponents), not just ideal clients (buyers) to your site. It also helps you diversify your audience and the expand number of opportunities you have to connect with audiences. Finally, it means you can't merely toot your own horn over and over again. Build the informational context with blogging and then use it to funnel engaged readers to the real sales pages. (Not every blog post should be a sales-oriented page).
  • Build keyword clusters: Since you can't tell exactly what keyword your small target audience will search for in a B2B setting, you'll want each blog post to capture a variety keywords on a particular theme. This doesn't mean you should be vague or non-specific with your keyword targeting, however. General "umbrella" keywords don't perform well.
  • Choose mainstream keywords: For new industries, syphon keywords off of mainstream competitors. Here's an example: If you're selling a risk analytics product for climate change (new industry), consider targeting keywords that traditional risk assessors would search for.
  • Choose strategy keywords: Decision makers or their advisors may use Google Search to help guide their strategies. Posts that feature how tos, comparisons, reviews, and best practices of business strategy topics are useful to them.
  • Practice internal linking: Blogging isn't the only SEO content strategy to consider. Original research, landing pages, and email marketing should work in tandem with your blog. Use internal linking from your blog posts to your higher authority pages to signal their value to search engine crawlers.  
  • Update pillar page content: When you have a core page on a topic, you need to ensure it gets traction. If you create too much similar or duplicate blog content elsewhere, it will dilute the power of the pillar page. Instead, you'll want to continuously update your pillar page, rather than creating new blog posts on the same topic. ***SEO content works best when it is evergreen content--the strongest authoritative page on a topic at any given time.***
  • Create thought leadership content: Your content should be unique, valuable, and authoritative. It should establish you as a trustworthy source of information. Lean in to what makes your brand different from your competitors. Use that identity to create a unique purpose, lens, voice, and an imprint in people's minds, when they read your blog's content.  
  • Use blog posts to funnel readers to your mailing list: Remember decision making takes time. Getting more mailing list sign-ups helps to grow your list of leads. Focus on using blog content to capture newbies on your mailing list with strong calls to action.  
  • Distribute your blog content: Even though SEO blog posts will attract their own organic traffic, don't forget to distribute or repurpose the posts through your social media, email, Youtube, etc. marketing channels.

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Thanks for reading :)

Sustainability Traffic is a (mostly) weekly newsletter written by Erica Eller. I am a content marketing strategist and writer who works with climate tech, ESG, and sustainable companies.