B2B Website Hacks (2 of 5): Stop Offering So Damn Much Content

Written by

Erik Schmidt

Make your B2B website suck less

Post 2 of 5

In this blog series, we’ll walk you through five opportunities to make your B2B website stand out—in a good way. Check back each week for the latest post.

You can also skip the line and get all the information right now in our free eBook, “Make your B2B website suck less.” The eBook elaborates on these ideas and offers action items that won’t cost you much time or money.

But wait, there’s more! Downloading the eBook will earn you a chance to win a marketing survival kit, which includes an REI Flash 18 backpack, a bundle of marketing survival gear, and a printed copy of the eBook to fondle and dog-ear all you want.

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Opportunity 2: Stop offering so damn much content

The days of "more is better" are gone. Here's what you really need to be doing with your content.

In web design, there’s a practice that says you should make your site as accessible as possible to the most people. Cast a wide net. Make everyone happy.

But that doesn’t necessarily count for content.

Your content should be laser-focused on your core audience's core problems and desires - not every conceivable need they might have. You don’t want to talk to everyone – if you do, you’ll end up providing half-assed service to a lot of people, rather than great service to a few.

  • Your audience is seeking meaningful connectivity – that means problem-solving that's specific to them.
  • Shoveling lots of content onto the internet each week no longer pleases the search engines.

So choose great content for a few of your potential audience members – and make them love you. That’s the path to conversion.

What does Burns believe about content?

Download the eBook for these tasty morsels:
  • How to save manpower and resources – and still perform better
  • ​Why you get five seconds to make an impression with your content
  • How Google judges what you write

Download the eBook now