Get Found: How to Make Content More Discoverable

By Kaleigh Moore

B2B content is notoriously expensive…and notoriously underutilized.

In fact, some data shows that the average piece of B2B content takes 20 hours to create and $900 to produce, yet 65% goes unused. That’s a lot of wasted resources.

Why is this happening?

One reason has to do with discoverability. These companies think: “What’s the point? No one is going to read this.”

But that’s where they’re wrong.

By making content more discoverable, it will indeed be read (and used) by a larger audience–and it will help more readers start a journey down the sales funnel, too.

So how can content be optimized for discoverability? Let’s look at six different tactics that can make your production more effective, profitable, and useful to the target audience.

Organize by Segments

To make content more discoverable, you have to think like the end user.

Ask yourself, “If I were a reader, how would I want to find information on a site like ours? How would I like to see information grouped and sorted?”

Many times, readers are looking for something specific: Information about a certain type of tool, a how-to, etc. That’s why segments are an easy way to increase discoverability with a user-first mindset.

By breaking content down into contextual groups, you can simplify the information-seeking process and boost relevancy, too.

Uberflip does a nice job of this with their content. In the example, you can see how they organize content by marketing automation segments like Hubspot, Marketo, Eloqua, etc. rather than letting all of their marketing automation content get mixed together.

Image source: Uberflip

What they also do well is tying in contextual CTAs that are related back to each specific marketing automation tool. Smart, right?

The bottom line here: If your audience is looking for segment-specific information, make sure you give them the option to find content that way.

Organize Content by Topic

Speaking of discoverability by organization…let’s also talk about how organizing content by topic can be helpful for the audience as well.

Many times people discover content because they are problem-solving or learning. They’re on a mission for answers. Mathew Sweezey wrote Marketing Automation for Dummies, and he says:

“People don’t actively want content. They decide to engage with it to solve goals or because it aligns with their purpose–which is usually highly contextual.”

With this in mind, you need to remember that if a reader lands on your site’s content page, you need to bring them from point a to point B. Break down the wealth of information you have into more digestible, helpful topical regions that can quickly get that person involved.

Salesforce does this with their blog content. They’ve broken down content into five topics, which makes it fast and easy for a reader to go down the right path toward things like IT or marketing-related posts.


Image source: Salesforce

Other sites like CrazyEgg get even more specific with topical categories:


Image source: CrazyEgg

The more specific your topics, the easier it will be for the visitor to find what he or she needs.

If you’re not sure what topics to Go to the full article.

Source:: Business 2 Community

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