Why content determines who wins the contract
Whether you’re a manufacturing company, a technology supplier or an industrial integrator – your potential customers are looking for you online. According to the Demand Gen Report 2024, up to 81% of B2B customers conduct online research before contacting a sales representative. And they most often use Google.
So if your company isn’t visible in search results, or if your website lacks relevant content, you’re missing out on business opportunities before they even arise.
What determines whether Google displays your business
It’s not enough just to have a website. Google decides who to display based on two main criteria:
- What and how you write (content) – it must match what people are actually searching for.
- How the page is technically optimised (SEO) – heading structure, text length, internal linking, metadata, loading speed, etc.
That’s why it’s not enough to just write ‘any old article’. Content must be linked to keyword analysis, well-structured and technically sound; otherwise, Google will ignore it – and so will your customers.
Why content is often not created in B2B companies
In the B2B environment, particularly in industry, the situation is more complex than in other sectors. Why?
- The marketing team (if there is one) does not understand the technical details of the products.
- The engineers and salespeople who do understand the subject matter have neither the time nor the inclination to write articles.
The result is that:
- Content is produced very slowly (sometimes just one article every three months or longer).
- It does not contain the right keywords.
- It has no SEO benefit.
And yet it is precisely technical content that can be a huge driver of new B2B enquiries.
Case study: AGC Plasma Technology Solutions
AGC Plasma had a classic problem:
- A technically complex product.
- Content wasn’t produced in-house – they lacked the capacity.
- Although the company was investing thousands of euros a month in PPC campaigns, organic traffic was low.
The solution? We deployed AI SEO Copy Booster, a tool we developed at AITOM specifically for situations like this.
How we tackled the situation with AI SEO Copy Booster
The process was simple:
- We gathered technical materials: datasheets, presentations, and website content.
- We carried out a keyword analysis, including priority search queries.
- We created 40 specialist articles within a month – with the correct structure, language and search engine optimisation in mind.
- The articles were published in English on the client’s website.
Result:
- From the second month onwards, the 40 articles began driving over 200 visits per month from search engines.
- The same number of visits would otherwise have cost the client €2,000–3,000 per month in PPC campaigns.
👉 Find out more about our product: aitom.cz/ai-copy-seo-booster
Tip: Repurpose content from articles
Once you have quality content:
- Turn it into LinkedIn posts – positioning the company as a market leader.
- Use it in newsletters – to remind customers.
- Share it with salespeople – as background material for meetings.
The content lives on and increases your return on investment.
Tip 2: Find out who is reading your content
Did you know there are tools that show you which companies have visited your website, even if they haven’t filled in any forms?
For example, the Leady.cz tool can:
- Identify corporate IP addresses.
- Show the company, industry and size.
- Link a visit to a specific page or article.
This provides your sales team with highly valuable data, without the visitor having to do anything.
Content is a key part of smart B2B marketing
If you want customers to find you, you need to speak their language – create the content they’re looking for. Thanks to the AI SEO Copy Booster tool, you can do this today even without your own content team.
At AITOM, we’d be happy to show you how.
👉 Contact us to get a demo of the AI SEO Copy Booster tailored to your business.