Creating B2B content is how you will win the SEO battle following Google’s changes in how they evaluate and rank websites and content.
Neil Patel states on his blog, “If you are trying to grow your qualified search traffic, you have to combine your content marketing with your SEO efforts.”
To do that, you’ll first need to isolate the keywords that are driving the most traffic to your website, as well as those you are not currently targeting that have the potential to generate more visitors. Once you have identified these phrases (e.g. longtails), build high quality content around them – content so good, “that even Wikipedia would love to link to” it, in the words of Patel. It’s a time-consuming prospect, but one that stands to benefit your company from both a B2B content marketing and SEO perspective.
B2B Content Is Modern Day PR
The subject of public relations seems to be an esoteric subject to many businesses, particularly small businesses and start-ups. But to understand what content marketing represents, it truly is a modern version of public relations, as it has been practiced for hundreds of years, even thousands in ancient times. But to succeed with your B2B content marketing strategy, you will need to wrap your wits around this subject of public relations.
Public relations is not about directly selling a product, attempting an outright ask for the sale. The Public Relations Society of America (PRSA) defines Public Relations as, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Simple and straightforward, this definition focuses on the basic concept of public relations — as a communication process, one that is strategic in nature and emphasizing “mutually beneficial relationships.” And this is what you want to create with your B2B content. Well crafted content, optimized for SEO purposes and consistently distributed across all appropriate channels to a public/audience, will position any business or brand as a trusted leader.
B2B Content Goes Beyond PR. It Generates New Customers
As you know, any business needs to generate new clientele on a consistent basis. Moreover, it is vital that you are engaging current clientele so as to keep them coming back to purchase again and again, as well as help you create positive word-of-mouth and additional referrals.
Public relations builds relationships, marketing and sales moves those intrigued and engaged readers and identities into a sales process resulting in a new customer and additional revenue. PR (great B2B content) is the tinder, marketing is the spark that creates a firestorm of sales.
The real answer is an intelligently integrated mix of advertising, Public Relations, direct, interactive and viral marketing selected by someone who knows what they are doing. Your B2B content strategy must focused on matching the marketing communications plan and its implementation to the budget and financial objectives of the client. This is all derived from the research you conduct so as to understand the wants and needs are of the customer.
Create More Content, Generate More Revenue
Where most companies and brands fail with content marketing and PR is the mis-estimation of effort and resources that they will need to expend so as to effectively meet their sales quotas. Bright ideas, initial excitement of the launch, opinions and a series of meetings,eventually drowns out and mitigates the content strategy and how to continually execute it effectively
But when all is said and done, the company that will succeed in today’s online marketing world is the brand that creates and distributes the most on-point and relevant content on a consistent basis. Here are some crucial stats to take into serious consideration regarding the effectiveness of content aiding the sales process:
- Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source)
- Buyers go through about 57% of the purchasing process before ever talking to sales. (Source)
- Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%). (Source)
- Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%). (Source)
- Year-over-year growth in marketing’s contribution to revenue is more than 6x higher for leaders compared to followers (10.2% vs. 1.6%). (Source)
- Using inbound tactics saves an average of 13% in overall cost per lead. (Source)
- Brands relying on inbound marketing save over $14 dollars for every new customer acquired. (Source)
- 72% of Marketers think that branded content is more effective than magazine advertisements, 69% say it’s superior to direct mail and PR. (Source)
- 41% of marketers confirm content marketing’s positive ROI. (Source)
- 82% of marketers who blog see positive ROI for their inbound marketing. (Source)
- Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing. (Source)
- Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source)
- Nurtured leads make 47% larger purchases than non-nurtured leads. (Source)
- Adopting an inbound strategy doubles average website conversion rates, from 6% to 12%. (Source)
- Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate. (Source)
B2B Content: Putting It All Together
If you are looking to generate more sales with your content marketing strategy, of if you simply need to formulate one in the first place, then please contact me for a FREE 1-hour Content Strategy Coaching Session.