Using Content to Improve Your B2B Marketing

Close your eyes and picture the home page of your website. What’s engaging about it? What are you doing right now to drive potential customers and other viewers to your brand? Is there anything else that you could be doing to convert leads into sales, enhance engagement on your site, and get more eyes on your product?

The fact of the matter is that it’s not enough anymore to simply pay a developer to fashion a beautiful website for your business. If you want to increase brand awareness, boost lead generation, and make it possible for people to find your website in today’s digital marketplace, it is also imperative that every member of a business—not just the marketing professionals—understand how to create quality content within all online aspects of the organization.

According to the Content Marketing Institute’s 2016 B2B Marketing Content Report, 60% of companies utilizing B2B (business-to-business) marketing listed “producing engaging content” as the number one priority in their marketing strategy, while 72% noted that they would be focused on creating even more engaging content moving forward.

With the development of a marketing tool as effective as quality content can be, it’s important to understand what it looks like and how to create it. Read on for some tips on effectively implementing quality content into your online marketing strategy and driving increased attention to your business:

1.    SEO, SEO, SEO

If you’re focused on business-to-business marketing, you probably already know what Search Engine Optimization is and why it’s so important to the success and vitality of your online business. There are, however, a few aspects of SEO you might not have considered yet. Thankfully, implementing keywords into your media professionally and effectively is easy as ABC: Alt text, Blogs, & Content. Okay, it's not that easy...but it worked for our acronym.

Alt text, or alternative text, is a great way to boost SEO without doing much to change your pre-existing content. When adding titles or descriptions to the stunning images and infographics you spend so much time curating and perfecting for your site, simply focus on including key terms that you know your potential customers will use. Google and other browsers use this information to help determine what your site is all about and who would be interested in viewing it. Therefore, it’s a good idea to take advantage of that fact and include your keywords in as many contexts as possible.

Blogs and e-newsletters can be super effective tools, not only in increasing your SEO, but also in boosting brand awareness and increasing engagement with your customer base. While including click-through links in e-newsletters can drive customers to your website and provide valuable information regarding effective keywords, blogs are yet another opportunity to increase content that can be loaded with keyword-rich text. The best part about blogs is that they provide layers and layers of content that never goes away—with each post your site links to, you increase your SEO while updating your content, and that’s a pretty impactful double whammy.

Content is something you’ve probably been focusing on since day one. Of course, you know that it needs to be engaging and informative, but one thing you may not have realized is that it’s almost useless if it’s not original. Recent changes in Google algorithms include filters for originality in both text and graphics—if you’re repurposing something you found on another website or paying bargain basement rates for low-end content writers, you’re also going to pay the price in decreased SEO. In addition, B2B marketers should give extra attention to diversifying content based on the needs of their customers throughout multiple stages of their buying cycle. Make sure to consider your various customers’ needs and package products accordingly on your website in order to best nurture sales. We find that keeping up with creating the type of fresh content that is needed to boost your search engine rankings is an investment of time that many business owners can not keep up with while performing their day to day business tasks. This often means you will need to seek out the help of a trusted professional to help keep your site's content fresh, keyword rich and consistent.

2.    Content Marketing Platforms Are Your Friends

Content marketing platforms are changing the world of online business in a way that completely redefines the marketplace. For any business interested in tracking its demographics, analyzing the effectiveness of its content, and ultimately guaranteeing increased exposure in the markets that will make the greatest difference, there are a few essential resources to look into. The following content marketing platforms and other tools will help take your SEO to the next level regardless of your industry or the size of your business:

Curata.com – With Curata, clients can actually grow leads and revenue using only their content. This resource allows businesses to manage and piece together data from multiple content contributors across multiple systems in order to demonstrate how their content is performing. With a system including content curation and management software, web-scouring algorithms, preference learning software, editorial calendars, and the ability to promote, publish and share results with one click, marketers are now able to plan and execute content programs across contributors, channels and timelines while keeping their team and management on the same page. As a bonus, the software also integrates easily with existing systems.

Marketo.com – Much like Curata, this system promotes itself as an all-in-one content marketing dynamo while aiming its resourcefulness specifically at business-to-business marketers. Features include account-based marketing, automation, email & mobile support, social media integration, the ability to generate campaigns across channels, and more. Clients can also gather information from interactions with high-quality leads across channels and personalize ads for those leads based on their interests and preferences. Marketo also prides itself on an ability to convert anonymous site visitors with content that automatically personalizes itself in response to a subject’s location, industry, and company size.

Pardot.com – As a product geared more toward small- to mid-sized marketing teams, Pardot really gets the job done. Clients have the ability to generate a unique marketing campaign including quality-lead-nurturing efforts. They can also learn how customers interact with their content, analyze every step of a campaign to determine its impact on ROI, and share information across various divisions, thereby decreasing tension between departments.

3.    Don’t Send in an Intern to do a Writer’s Job

If you’re serious about creating engrossing, effective content that includes high keyword density and engages customers in a way that leads to a sale, you really ought to consider hiring an outside professional

Clearly, there is a lot to unpack when it comes to maximizing your online content’s effectiveness to suit the needs of your growing business. By gaining the right knowledge, however, you can harness an incredibly powerful instrument in your pursuit to make informed decisions and understand what drives your customers’ desires.

Want help developing a B2B (or B2C) marketing strategy custom tailored to your business and its specific needs? Let's meet or jump on a call to discuss!