Mastering B2B Content Marketing: From Awareness to Conversion with Hilac | InSyte Podcast Recap
Unlock Sales Growth with B2B Content!
Welcome to the Insyte Podcast! In this episode, we had the incredible opportunity to sit down with Hila, founder of Shelf—a powerhouse B2B content marketing agency specializing in tech, supply chain, and e-commerce. If you’re an e-commerce business looking to boost your sales, this episode is a must-listen.
Why B2B Content Marketing Matters for B2C Brands
B2C brands often excel at creating awareness through influencer marketing, social media buzz, and bold ad campaigns. They’re also strong at driving decisions with bottom-funnel strategies like flash sales and discounts. But what about the critical consideration phase?
This is where B2B content marketing shines—and where many e-commerce businesses miss a huge opportunity. According to Hila, mastering the consideration phase means helping your potential customers make informed choices by providing valuable, trust-building content.
Key Insights from the Episode
1. The Consideration Gap:
Most e-commerce stores live in either the top or bottom of the sales funnel. Few invest in the middle—where buyers are researching, comparing, and weighing their options. Content like how-to guides, in-depth product comparisons, and problem-solving blogs help bridge this gap.
2. Answer Engine Optimization (AEO):
Forget traditional SEO alone—Hila introduced us to Answer Engine Optimization. With AI tools like ChatGPT and search engines like Google offering instant answers, your content must be hyper-specific and value-driven to stand out.
3. Using Reddit for Research and Trust-Building:
Hila highlighted Reddit as an untapped goldmine for customer insights. E-commerce brands can use subreddits to identify their audience’s pain points, create targeted content, and even engage directly with niche communities.
4. Product Descriptions with Personality:
Gone are the days of boring, feature-heavy product descriptions. Hila encourages brands to infuse their copy with bold promises and relatable language—like comparing the comfort of Lululemon leggings to “putting on butter.”
5. User-Generated Content (UGC) for Conversions:
Real testimonials, customer photos, and review quotes placed strategically on product pages build trust and remove buyer hesitation. According to Hila, authentic UGC can be the final push that turns consideration into conversion.
Final Thoughts
Hila’s key takeaway? “Marketing is both difficult and simple. Content marketing is about writing the right message at the right time, for the right person, in the right place.” Nail these four elements, and you’ll master not just B2B marketing, but B2C too.
Looking to level up your content strategy? Listen to the full podcast episode
👉 Watch the full episode on YouTube
For more insights or help with your e-commerce store, reach out to us at Syte. Our expert team is here to guide you through every step of your digital journey. Let’s grow your business together!