On one hand, SEO is crucial for driving prospects to websites and increasing the number of prospects that are fed into the marketing funnel. On the other hand, SEO can be a frustrating process because it can lure end consumers or other unqualified prospects to websites. Yet, that issue can be minimized by providing compelling content for B2B prospects.

The mutual fund industry is a strong example of challenges that firms can face with marketing to other businesses. Investment firms have traditionally sold their funds directly to the public. However, over the years all but a few firms have become B2B marketers by making their products available only through financial advisors.

In order to avoid having direct investors visit their website, some fund firms have given up on search engine optimization and instead focus on other strategies to market to financial advisors, their target audience. Yet, this may not be the most sound approach.

Rather than avoid SEO, firms can develop content that will drive the right audience to their websites. In the case of mutual fund firms, for example, leading digital marketers are providing content that targets financial advisors rather than direct investors. The content can typically include topics such as complying with new regulations, how to prospect for clients, marketing through social media, and industry trends. The goal is to provide content that will capture the attention of financial advisors but be of little use to the general public.

B2B firms are often well positioned to provide compelling content to prospects. In many instances, the sales peeople and client service staffers at B2B firms often observe how numerous clients are solving problems and expanding their businesses. The problem solving can include how clients are using a firm’s products or a wide variety of other matters, such as how clients are responding to regulatory matters, adopting new technologies, recruiting employees and expanding into new markets.

Equipped with this knowledge, B2B firms can create compelling content that will enhance their image among prospects and drive qualified leads to their websites. Most B2B firms also have representatives attend industry conferences so they may be well positioned to provide insight and updates on the events, including topics discussed during presentations and new products launches.

Developing content, of course, requires skill. Unfortunately, some firms will ask employees to write who don’t have adequate editorial skills, which can result in poor quality content. As an alternative, B2B firms can turn to freelancers or content agencies.

Technology firm Contently, for example, maintains that it has relationships with more than 55,000 freelancers for producing content. B2B firms can also use their knowledge of industry developments and clients’ needs to determine which content from other publishers is relevant and then share the content on their social media webpage.

Some B2B, businesses, furthermore, are highly media savvy and routinely have their executives quoted in industry publications. Those firms can share articles that quote their executives, which can enhance a business’s image while also providing content for attracting prospects