ELEKTRONIKPRAXIS column: Part 030: 7 basic rules for good content on B2B websites

Strong content is a guarantee for the long-term success of a B2B website. When it comes to content, the rules for B2B companies also differ enormously from those for B2C business. Sanjay Sauldie, an expert in strategic internet marketing, lists the 7 basic rules for creating good content for a B2B company website.

The content of your company website must be interesting and informative and at the same time be about your speciality. First and foremost, it must be interesting for people. But for search engines such as Google to find these texts "interesting", you need original content that can only come from you. It must be unique so that a visitor wants to read it and can even benefit from it. If you write well, you will also be perceived as a reliable source for the speciality on the Internet, and search engines like Google will notice that.

Unfortunately, there is no shortcut to good content. Good content is created in traditional ways, requires a lot of research, revision, care, a good online presentation in a readable format (i.e. text garnished with paragraphs and headings) and useful content. It is the combination of creativity with know-how.

The content also shows that the rules for B2B companies differ enormously from B2C. Your visitors expect very specialised content that can only come from you as an expert. That's why I'm only going to mention the 7 most important rules you need for good content here. Of course, a content campaign must be customised very precisely to your individual challenges and industry.

Basic rule 1: Write your own content

Who else knows your company better than you? When I talk about this with entrepreneurs in my seminars, I am always amazed at the wealth of information that is available, but which almost never makes it onto the website. Simply start structuring your knowledge and create a special area on your website for this purpose, e.g. an encyclopaedia, a collection of links or a wiki. Readers of this column will know what I mean - see tip 12.

Basic rule 2: Research the past too

How about putting something about the history of your industry on the website or the history of the products, yes, even your company history? People like honest experiences, they like to see what successes and failures a company has gone through to become what you call a brand. The more you write about your industry, the more Google likes you!

Basic rule 3: Hire an external expert

Look around you: Are there editors in your area who can provide good content for you? Even name the editor on your website and have them research specific topics in your company. Sometimes, as an internal employee, you don't see the great topics that an external person would immediately notice.

Basic rule 4: Ask customers

How about, for example, allowing your (fan) customers to publish on your website with password protection? On the one hand, you would give your customer the opportunity to present their own company, and on the other hand, you would receive new content without losing time. Your reputation gains a lot from these posts. Would you write for someone who has let you down and done a poor job? You see!

Basic rule 5: Use exciting images

Have a photographer come to your company. Make sure that he not only immortalises the employees, but also takes lots of pictures of your company and products. Let him take an additional 100 to 200 pictures. You can then use these in specialised articles and on your website. Pictures say more than 1000 words!

Golden rule 6: Change the text formats

There is nothing more boring than plain text. Break up the text on the web with good headings that also contain your key terms - see tip 4 - and use paragraphs, bulleted lists, numbering and lists. And make the content visually appealing.

Basic rule 7: Observe fellow suppliers

Take a regular look at other providers' websites and analyse what is being done well there - and learn from it! Just make sure that you position yourself as an expert, because the Internet loves originals! Which niche can you still fill?