By Scott Decker

B2B Content That Really Converts


There is nothing more annoying than a person or company who goes on and on about themselves. Most people are naturally drawn to companies and people who focus on their audience by asking questions, providing solutions, discussing needs, sharing information, explaining how to do something, and providing tips for being more successful at a task or even life in general.

A lot of people seem to forget this fact when it comes to content marketing for their company or products. In fact, a major mistake a lot of marketers make is treating content marketing as an opportunity to discuss only their services and products, rather than truly creating content pieces that matter to and engage their audience.

Strong B2B marketing strategies focus on sharing information clients crave and need to make informed decisions. Content that provides helpful, insightful, or educational information improves conversions of potential leads into new clients. Let’s take a quick look at different types of content you can create to convert website visitors into new clients.

White Papers: Industry Specific Information

One of the most in-demand types of content for business-to-business industries is white papers. White papers typically provide solutions to industry-related issues or problems. The format of whitepapers varies from a statistical format that relies on anonymous data, to specific examinations of client projects, to broader explanations that include a problem-solution-explanation format.

White papers are a great conversion tool because they are a strong trade opportunity. A B2B firm who puts time, resources, and effort into creating a specific content piece can expect to trade that content piece for a potential client’s email address. Potential clients believe it’s acceptable to trade their treasured email address for the content piece when it contains highly relevant data that helps them do their jobs better, save money, and/or maximize resources.

Case Studies: Proof You Get Results

It’s a very difficult sell when you don’t have the proof to back up your claims about what your products or services can achieve. Creating case studies of actual clients is the best way to prove your firm’s products or services actually work. Case studies are effective in converting potential clients into new clients because they validate your statements.

All case studies absolutely must include measurable results. For example, as a web design agency, we constantly rely on metrics like website traffic, forms completed and new client leads to evaluate results and performance. Provide quantifiable, trackable metrics to ensure your case studies are accurate and influential.

Before & Afters: All The Possibilities!

It’s true that ‘Before & Afters’ are a way to show off your work while communicating your products and services are fantastic. These are far beyond a show-off opportunity though. These content pieces entice potential clients to think of “what can be,” and give potential clients a sense of the endless possibilities that accompany working with your firm.

Create ‘Before & Afters’ of your top-tier client projects. Include excellent images and a clear description of how your company added value for the client. Be sure to highlight what your client expected and how you exceeded those expectations for maximum value.

EBook: Educational Resources

When done properly, eBooks build your authority and establish you are an expert. An eBook should cover a topic that is relevant to your client, addresses pain points, helps them solve a problem, or provides an explanation of how to complete a task or project. The biggest complaint companies have is that they are giving away their expertise in an eBook. We always tell them that’s the point! Unless you have patented a new process or product, it’s likely that there are competitors in your field and they have similar expertise.

Drafting an eBook that is educational and useful sets you apart from your competitors who think they have to hoard information to stay in business. It tells potential clients you are an authority on the topic and an expert in your field. It also tells them that you are the right company to work with since you will educate them throughout the process.

FAQs: Your Questions Answered

Every B2B firm, whether in software, medical devices, accounting, consulting or other field, gets asked a particular set of questions on a regular basis. Typical questions cover: cost, schedule, resources, goals, process, roles, responsibilities, end results, what to expect, etc. Answering these Frequently Asked Questions (FAQs) directly and concisely and turning that into a piece of content you give away on your website, in sales calls or via email tells a potential client you understand them. You know their pain points, reservations and concerns.

It’s so simple, but a clearly drafted FAQ saves you time and builds trust with your potential client. Trust is essential to converting a potential client into a long-term client.

Know Your Audience

You know your products and services inside out and backwards. But do you know your audience that well? By gaining a clear understanding of who your ideal client is, what drives them, what pain points they have, and what they need help with, you can create excellent content that takes them from a potential client to a new client. Understanding their needs and creating content that fills those needs enables you to increase your conversions.

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By Scott Decker
Scott Decker is the President and Founder of PublishThis. Before PublishThis, he led technology at, Blue Nile, and development solutions for the government. When he’s not running PublishThis, the industry’s most advanced content platform, he’s exploring new technologies, preparing for next Halloween, or watching something with superheroes, dinosaurs, or at least a lot of explosions.