Your one-stop-shop for content parameters regarding all different kinds of B2B content!
Blog Posts
Word Count:
- 1,500–2,500 words
Keyword Strategy:
- Long-tail, niche industry terms
- Semantic relevance; ~1–2% primary keyword density
Funnel Stage:
- High (Awareness) — Attracts professionals seeking to learn or explore
Questions:
- Is this content educational and informative, not salesy?
- Does it target industry-specific challenges or trends?
Ebooks/Whitepapers
Word Count:
- 2,500–5,000 words (10–30 pages)
Keyword Strategy:
- Optimized landing page
- In-document semantic coverage of broad problems
Funnel Stage:
- Medium (Consideration) — Acts as a lead magnet for prospects evaluating solutions
Questions:
- Is it downloadable and gated?
- Does it solve a problem in depth or guide strategic thinking?
Home Pages
Word Count:
- 400–600 words
Keyword Strategy:
- Core service/product category terms
- Brand name; scannable headlines
Funnel Stage:
- High (Awareness) — Orients first-time visitors; guides next steps
Questions:
- Does this give an overview of what the company offers?
- Is it designed to direct users to deeper pages?
Service Pages
Word Count:
- 500–800 words
Keyword Strategy:
- 1 primary keyword + 1–2 semantically related terms;
- 2–3 mentions per 100 words
Funnel Stage:
- Low (Decision) — Helps visitors evaluate a specific offering
Questions:
- Does this page describe one clear service?
- Is the goal to persuade a prospect to inquire or buy?
Landing Pages
Word Count:
- 100–300 words
Keyword Strategy:
- Message match from ads/emails
- Tight focus on one CTA
Funnel Stage:
- Low (Decision) — Targets ready-to-act users
Questions:
- Is this page about one single offer or conversion action?
- Does it lack distractions like full navigation or unrelated content?
About Us Pages
Word Count:
- 500–1,000 words
Keyword Strategy:
- Light industry terms
- Focus on trust and branding; E-E-A-T support
Funnel Stage:
- Medium (Consideration) — Builds trust, validates credentials
Questions:
- Does this tell the company's story and highlight values or team members?
- Would a potential buyer read this to decide if they trust the company?
Portfolio/Case Study Pages
Word Count:
- 500–1,500 words per case study
Keyword Strategy:
- Client industry terms
- Outcome-focused phrases; stats and quotes
Funnel Stage:
- Low (Decision) — Provides proof to support buying decisions
Questions:
- Does this demonstrate past work or client results?
- Is the goal to show how your solution performs in real-world situations?
Category Pages (SEO/Ecomm)
Word Count:
- 200–400 words (intro text before listing content)
Keyword Strategy:
- Category name + variations
- Brief and helpful copy
Funnel Stage:
- Medium (Consideration) — Helps users browse and compare
Questions:
- Does this page group related services/products under one topic?
- Is there a short intro text helping orient the user?