You’ve heard it a thousand times: content is king as part of your B2B online marketing strategy. Well, not all content. Valuable, relevant, quality content. A solid B2B content marketing strategy has many benefits including helping boost SEO rankings, increasing site traffic, and improving leads.
Valuable content provides readers with educational value and engages your website visitors. The main goal is not to promote your products or services, but to show your visitors that you understand the problems they face, their questions and that you are able to solve them. Nevertheless, linking to product and service pages can be effective if they relate to the topic and are used in moderation.
Before you can begin creating content, you have to start with a solid strategy focused on creating and distributing valuable, relevant, consistent content to attract, nurture, and convert your target audience. Whatever your strategy, your content must demonstrate your unique value proposition and the expertise you bring to your industry.
Content can be:
When planning which topics to develop for your B2B content marketing calendar, one way to choose a focus topic is to ask yourself and others in your organization questions like:
The goal is to find which questions your target audience is already asking. Once you know your focus topic, you need to decide what is the best way for your audiences to receive this information. Choosing a resource content type heavily depends on the amount of information available and whether the topic is better understood in visual or written form.
Longer written content can be developed into whitepapers or case studies while shorter pieces can be developed into articles or blog posts. For content marketing optimization, make written content more readable by including headings, bullet points, numbered lists, and break the content into short paragraphs.
Otherwise if the content would be better understood visually, then consider creating a video or infographic to accurately explain the topic. Ideally, all resource types include a combination of visual and written content. Written content should contain images, short videos, or infographics so that they are more readable and visual content should contain captions, so they are easily comprehended by those with visual or hearing impairments.
Please note that the same content can be used across many different content types. So, if you start by creating a blog post, it can be expanded into a whitepaper or a video in the future. Save time by ‘recycling’ content. More about this later on in this blog post.
Once you have a strategy in place, now is the time to start outlining and writing your content piece. This is the most time-consuming part of the whole process.
Now that your content is created, it needs to be further developed so that audiences are able to find it. The most popular way for prospective customers to discover your content is through search engines. It is estimated that there are 70,000 Google search queries every second and that 71% of search traffic clicks take place on the first page of search results, with so many searches and so many resources the question then becomes: how do you make your content rank so that it can be noticed?
The key is to focus on Search Engine Optimization, better known as SEO, as a part of your content marketing strategy. All content should contain keywords that are highly relevant and have high quality search volume. Using tools like Keyword Tool helps you to find keywords based on search volumes and competition levels in order to include the most appropriate target keywords in your content. It is useful to create a list of relevant keywords that you can refine in order to determine which keywords are most valuable for your organization.
While it can seem as if “more is best” in terms of search volume, keywords with high amounts of search volume often have high competition, high cost-per-click (CPC), and may not be specific enough to help your content’s ranking. Similarly, overloading content with keywords can lead to being penalized by search engines. Focus on natural insertion for 1-2 target keywords instead, typically 1-2% keyword insertion throughout the entire content piece, including titles and headings.
Once your content is finalized, it is time to market the content. The best way to begin is by sharing it on the channels that you have available: your website, your social channels, and as a part of your email marketing.
After this content has been added to your website, share the link across all your social channels (Facebook, LinkedIn, Twitter, etc.) with keywords in the caption and as hashtags. Content marketing on social media can be incredibly effective as your followers are already interested in your industry and aware of your brand. Social media also gives the opportunity for your content to be engaged with and shared by your audience.
Another valuable way of distributing your content is through email marketing. Your own original content is a great addition to a monthly email newsletter if you send one or a great reason to begin sending one. Email newsletters are an effective part of your B2B content marketing strategy because your audience must opt-in to receive your emails and email distribution services offer useful analytic insights to determine which content your contact audience finds the most relevant and interesting.
Now that your content has been created, developed, and distributed, this means you can just leave it on your site and forget about it, right? Technically you could or you could further utilize the effort that you have put into creation and development by reusing and refreshing old content into future content.
While doing research on the content topic, did you find interesting information that you could not fit in the original content piece? Did you find relevant insights you were only able to briefly mention? Instead of these going to waste, consider reusing them and making them into their own piece of content linking back to the original content.
Depending on the topic of focus, the information available can drastically change over time. Revitalizing content with updated information and resources ensures that your resources remain up-to-date and relevant. While you’re refreshing this content, review your target keywords to see if there have been any declines in volume or if there are more relevant keywords to be included. Consider the content you create to be “living” as there is always room for content marketing optimization to improve relevance, quality, and searchability.
If your business wants to revitalize and optimize your content marketing strategy in order to generate B2B leads and sales in manufacturing, distributing, or services, then it’s time to contact SVM E-Marketing Solutions. Since 1995, SVM has worked to generate leads and sales through targeted marketing tactics that lead to real, bottom-line results. For a further in-depth look at how SVM can assist you in your online marketing, visit our Services page.
To learn more about content marketing, check out our Essential Guide to B2B Content Marketing.