Everyone who has dealt with online marketing has probably heard the tagline: Content is king. And it’s true – almost all online marketing is based on, first and foremost, creating valuable content whose main purpose is to attract users. It is worth bearing in mind when designing a website for a B2B company. An appropriately prepared and optimized website will allow for the implementation of an effective content strategy, which will translate into better visibility on Google. 

It is not only content but its quality that is important at present times. Not too long ago, SEO specialists tried to “cheat” the Google algorithms using techniques that were effective, yes, but that fell behind on quality. For example, the so-called keyword stuffing was a standard procedure that consisted of filling texts with keywords and phrases. Why? To increase visibility on Google, of course, and elevate the sites to higher positions in SERP (Search Engine Results Page). 

Today, however, many of these techniques do not help but can actually be harmful. Utilizing keyword stuffing or an ill-considered link building strategy can be a source of considerable problems, including the removal of your site from Google results. 

What is it worth to bet on, then? On a properly designed content strategy. 

Create a B2B content strategy for your website 

Every B2B company that wants to grow and be visible on Google should take the time to work on the content strategy for their www page. This strategy, which most often takes the form of a written document along with its guidelines, should include elements such as: 

  • Content preparation: What kind of materials do we want to create? About what? For whom? 
  • Types of content created: Articles, blog posts, social media posts, infographics, animations, films, ebooks, newsletters; it’s a long list of possibilities! 
  • The purpose of your created materials: In short – why are we writing? To gain a customer? Or maybe to educate them? Building a higher position on Google is also a worthwhile goal. How to convert, meaning to translate into concrete results, the ebooks or articles created by us is also worth thinking about.  

An effective content strategy requires connecting the competencies of many different individuals: a CEO specialist, copywriter, social media manager, and a developer. 

This is why B2B companies decide to oftentimes cooperate with a marketing agency that has specialists offering all of these services under one roof. As a result, the final concept is created faster and is easier to implement. 

The key to effective content strategy is quality 

Quality should be visible in every element on your website. Concentrate on it from the very first process of B2B website design and take it into account for all elements, not only content, that are visible to the naked eye. What should you pay attention to? 


Your page should be SEO-friendly, i.e. that it should match current Google requirements in terms of technical, visual and content guidelines. This is the only effective way to reach the peak (or at least the first page) of SERP. A professional marketing agency should know the current Google guidelines perfectly and adapt your website to the requirements of the Mountain View giant. 


When we think of content, we automatically think of text. However, there is a lot more content on a www page. After all, we have graphics, photos, film materials, animations, materials to download (more on that in a moment), forms – all of these elements make up your content strategy. They should all be done aesthetically and keep in mind the needs of your clients. 


These are various types of materials whose main goal is to encourage customers to leave their contact information (usually an email) with you. Such a lead magnet is available for download in exchange for leaving an email and, for example, consent to receiving the newsletter. This is an effective way to build a database of potential customers. 

A lead magnet usually comes in the form of a presentation, ebook, or short workshop. The key to success is, yes, you guessed it, its quality. If your lead magnet is made in a rush, it will not be appreciated by customers. Effective material should be aesthetically pleasing, but primarily practical. It should discuss real client problems and offer concrete solutions. It’s not about asking 15 questions and sending the customer over to the sales department. It’s better to ask one good question but answer it fully. 

The goal of lead magnets is to show clients that your company knows what it’s talking about. If a client decides to write you an email or call for help, they will not regret their decision. 

The appropriate structure of the B2B page 

When designing your B2B website, you need to provide space for regular posting of content and uploading of valuable material.  B2B companies most often utilize a blog for this purpose, but such a section may well be called “knowledge” or “articles”. The point is to create a space on your website where you can easily publish articles and graphics that will interest your consumer. 

If you decide to utilize lead magnets (and trust us, you should!), then you will need a solution that will allow you to legally (in accordance with the GDPR guidelines) and safely store emails. The key is a properly prepared application form and a database where emails from potential customers will land. Do not forget about the checkbox that will confirm whether the customer has read the privacy policy and voluntarily provides his/her email address (as required by the GDPR). 

If you require help with creating or implementing a content strategy for your B2B company – we are at your disposal. We have extensive experience working with B2B companies; we will gladly help you!