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Modernizing a Digital Presence: Transforming a B2B Blog for Increased Engagement and SEO

B2B-SEO
3 min read

Client

A leading provider of enterprise software specializing in the manufacturing, distribution, and retail industries.

Challenge

Our client sought a comprehensive redesign of its blog to drive more user engagement and provide a seamless experience for its audience. The project sought to:

  • Audience Value:  Improve navigation, content structure, and interactive elements to make information more accessible and valuable for the ‘make, move, and sell’ industry audience.
  • Increase Company Value:
    • Transform the blog into the key cornerstone of our client’s  storytelling and content strategy initiatives.
    • Increase SEO to 50% of attributed visits sitewide and  elevate it to become the top inbound marketing channel by traffic and lead attribution.

From an information architecture standpoint, the existing blog platform was too cluttered, which hindered the delivery of valuable content to readers.

Blog KPIs

SEO-Transforming-B2B-Blog

Solution

The newly redesigned blog platform was developed to address the challenges and to provide a modern, user-friendly experience. Key features of the new design included:

  • Enhanced Navigation: Intuitive and streamlined navigation to help users find relevant content quickly.
  • Improved Information Architecture and Layout: based on a robust competitor analysis, the website now will take advantage of UX content best practices and enhanced pages to lay out the new strategy:
    • Article Page 2.0 with improved posts cross reference and self-reference links, embedded related posts, inactivity pop-ups, new “explore related content by topic” tags section and better category reference posts
    • Author Page 2.0 with redesigned biography summary, social network links, and category-based content filters.
    • Filter Page 2.0 new “Hub” section layout that optimizes the amount of content/posts and layout readability.
SEO-logic
  • Responsive Design: Mobile-first approach to ensure a seamless experience across all devices.
SEO-responsive-design
  • Content Management System (CMS): Implementation of a robust CMS to enable easy content creation and management.
B2B-Content-Management-System-(CMS)
  • B2B SEO Optimization: Improved search engine optimization and keywords to increase visibility and drive organic traffic.
  • Interactive Features: Integration of interactive elements such as inactivity triggers and expert content created to boost user engagement.

UX design process highlight

UX-design-process-highlight

Results

The redesign resulted in significant improvements in user engagement and satisfaction. It also strengthened the blog’s B2B SEO performance, making it a more effective inbound channel for enterprise-level search queries. Key outcomes included:

  • Increased Traffic: The blog experienced a substantial increase in traffic, with visitors returning up 25%.
  • Enhanced User Experience: Users reported a more enjoyable and efficient browsing experience, leading to an increase of 30%  session durations as well as  lower bounce rates.
  • Content Accessibility: The improved CMS was 40% more efficient in allowing quicker content updates, ensuring the blog remained current and relevant.
  • Higher Engagement: Interactive features increased user participation and engagement with the content.

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