B2B content marketing: product pages vs blog posts

August 9, 2019

Content News & Trends

When creating a new piece of B2B content for your website, one of the first things to establish is whether the format will follow that of a blog post or whether the content would work better as a dedicated product page. Perhaps you have wondered what the difference is between the two formats, and whether there a way to repurpose your B2B content for these two different channels. Well this week, that is exactly what we are going to cover and help you to decide which format will work best for you.

Product Pages

Product pages are generally fixed, meaning that they contain “static” content. That does not mean they aren’t subject to changes, you can always update a page, but the page itself largely remains as it is on your website. If you make a change, that change supersedes the current content and the old content is wiped out, there is no cumulative effect with a page. A website can host a myriad of pages that work together to convey your company’s products, contact information, company information and company ethos, to name a few. These pages require content to be created and populated, in order to effectively build out your website.

When we talk specifically about product pages, this generally refers to the goods or services that you are offering to your customers. These pages live on your website and need content displayed alongside photos or images and a method by which customers can proceed to purchase your goods or services. When you are developing your product pages keep this in mind: your reader is looking to make a decision on a product or service and they are looking for answers to their questions to qualify that decision. This is especially true in the B2B sector. It is your job as a B2B content marketer to tap into the comprehensive knowledge you have of your customer’s purchase drivers, deciding what questions need to be answered and providing the relevant content.

Today’s B2B buyer is very independent. 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase.

This means that product pages play an exceptionally critical role when it comes to helping your reader locate the answers to their questions before they make their first contact with your company.

Here are a few quick suggestions for how you can enhance your new and existing product pages:

  1. Add great visuals such as high-res images or videos
  2. Include customer testimonials
  3. If you have a product demonstration video, add a call to action that encourages the reader to watch it
  4. Supply a link to your FAQ page as an additional resource

Blog Posts

Blog posts operate differently to product pages. On a website, written articles are published as individual posts, which are generally housed under the website’s blog section. They appear in reverse chronological order, with the newest blog posts at the top of the list. The goal for any B2B content team is to continually post relevant, helpful and insightful writing to your blog that will help drive traffic to your website. These blog posts are included in the organic results that will appear when prospective customers perform a search engine query.

70-80% of search engine users are only focusing on the organic results. (MarTech, 2018)

By providing impactful blog content and promoting it via social media, newsletters, and email blasts (to name a few channels) you will establish your company as a helpful resource in your area of expertise. When your company is considered as a thought leader or authority, your product or service will be top of the list to explore further when their need arises.

Blog posts are very flexible in format and can cover current events, cultural trends or any other timely topic. Alternatively, they can be evergreen content, meaning that they remain relevant regardless of timing, cultural or technological changes. As you might suspect, the term evergreen comes from the tree. The evergreen tree is a symbol of longevity because it retains its leaves as time passes through the seasons. Like the trees, evergreen content keeps its relevance over time.

A few examples of evergreen content include:

  • How to articles
  • Tips articles
  • FAQ’s

Evergreen articles are great because the longer a piece of content maintains relevance, the more opportunity it has to rise in the search engine results page. This means that your evergreen content can rank on search engines and drive organic traffic to your site. When creating content, be sure to follow basic SEO techniques like keyword optimisation, adding alt text to all images and always include social sharing buttons. The more search-friendly your evergreen article is, the better chance it has it can be seen. This increases the chances of it being shared and linked, thus driving traffic for the duration.

It is also critical that all posts are assigned to a category or categories to ensure that your blog remains organised and easy to navigate for readers.  If your site has a search function which allows visitors to search by category or filter your post archive by category, make sure that all posts are optimally labelled.

Using product pages and blog posts hand in hand

There are ways that blog posts and product pages can be used to showcase the same product. After building out your product page with the stunning visuals, downloadable demo and product description we mentioned, there is a great opportunity to write complementary blog posts to showcase the features of your product. You can write as many posts as you have ideas for, exploring questions that can be answered about your offering.

For example, if you have a new widget and you have created a demo video on how it works, an infographic to show how it stacks up to the competition and it has a never before seen feature, you can write blog posts for each of those details. We suggest that you iteratively release the posts on your blog over time, interspersed with other topics so you do not inundate your audience with any repetitive information. We recommend that each post directs your reader back to your product page so that they can learn as much as possible in their research phase, be sure to provide a contact link so that you can answer any questions in more detail.

Repurposing content for pages and posts

We all want to get the most bang for our buck when it comes to content creation. Copywriting is no small feat, it requires a lot of research and knowledge and takes a lot of time. So a great way to maximise your efforts is by repurposing the content you have already written, letting it get as much play as possible. There are no rules that restrict a piece of content to only be used once. In fact, savvy B2B marketers are noted for their ability to get every ounce of value out of existing original material.

Here are a few ideas for repurposing content to get you started:

  1. Use content from your product pages to write tweets
  2. Try to cross-post blogs you have written onto other sites
  3. Turn the details of your products into an infographic

For more suggestions, we recently covered the idea of repurposing content in more depth in a previous blog post HERE.

So, there you have it, product pages and blog posts might be different but they can certainly be used either separately or together for great success in your content marketing strategies.

If you found this discussion helpful or would like to talk further about this topic or any other related to B2B content marketing, get in touch with us at [email protected]

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