By Nick Nelson

TopRank Marketing has worked with clients in both the B2B and B2C realms over the last two decades. In that time, we have definitely witnessed the much-discussed convergence of these two previously diametric categories; the so-called consumerization of B2B.

But we also fully recognize the enduring factors that distinguish successful marketing in B2B versus B2C. Even as brands rightfully embrace the humanity of professional audiences, it still must be acknowledged that buyers in B2B experience contrasting motivations, challenges and dynamics in their journeys compared to consumers. The information B2B buyers seek out in making decisions, and the ways they search for it, remain very different from the standard B2C purchase.

Crafting a B2B SEO content strategy that fully accounts for the unique intricacies of this buyer journey holds the key to long-term digital growth. 

Drawing the line between B2B and B2C SEO content

The defining difference between B2B and B2C is that one targets businesses and professionals, while the other targets individual consumers. A company’s SEO content strategy should be built around this core distinction. 

Compared to B2C strategies, B2B SEO focuses more on reaching specific audiences through niche keywords and topics. The approach is guided by personas, which often span verticals, functions, or buying committee roles. In B2B, marketing goals are often more granular and incremental compared to simply generating an instant sale, so measurement is nuanced.  

The content designed to fuel a B2B SEO strategy must then suit this purpose. It should be planned and crafted with these distinct priorities in mind.

5 critical cornerstones of a B2B SEO content strategy

Organic search traffic is immensely valuable to B2B companies, especially when their SEO strategy is designed to attract visitors based on search intent. These specialized B2B techniques will ensure you’re targeting the right keywords, attracting relevant traffic and driving valuable outcomes with your SEO content.

#1. Address the full funnel with your SEO content.

The 95-5 rule tells us that within any given B2B product category, only 5% of buyers are in-market and actively searching for a solution. That math may not be exact for every industry or niche, but the underlying premise is universal: No matter what you sell, a vast majority of your potential audience is not looking to buy at this moment.

Gaining visibility and familiarity with those who aren’t ready to make a purchase, but will be in the future, holds the key to sustainable long-term growth. Organic SEO content plays a powerful role in brand building, serving as perpetual magnets to attract visitors from the 95% out-market audience. 

Upper-funnel keywords tend to have higher volumes and broader reach, meaning more opportunities to get your brand and message in front of key audiences. This, in turn, will set up lower-funnel content …read more

Source:: Top Rank Blog

Author: Aaron