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One of the biggest obstacles to B2B search engine optimization is developing new content marketing assets for targeting important keywords and acquiring link assets. Even though there are many excellent research tools available for finding new content marketing ideas, sometimes the best resources are right under the B2B marketer’s nose. I have often seen B2B marketers obsess over home page messaging but leave the company overview page (and section) nearly bare, outside of basic marketing material. Kissmetrics has a great post highlighting information frequently found and illustrated in trustworthy websites. The resources overview page is another place too often underutilized in the link outreach message.
Don’t forget to dive into the Resources Archives bylines used in link building submissions to industry publications. I have written previously about the need for better alignment between sales, marketing, and B2B SEO professionals, when focused on lead generation initiatives. This collateral can be a boon for B2B SEO’s looking for adaptable content to use in blog posts, SEO landing pages, and distribution across social media platforms. In one example, we had a client’s executive team participating in a series of Round Table events in conjunction with an organization they were members of.
More importantly, these resources are often discussed and receive feedback during regular account management calls and meetings, which gets the ball rolling for new technology tip ideas and suggestions.
Finally, while there may be nothing more annoying that landing on a broken webpage, a little creativity in the error message can go a long way to alleviating frustration and bring the visitor back to the site. What content marketing opportunities have you found underutilized for B2B SEO in past experiences?
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land.
Derek Edmond is a Managing Partner for KoMarketing, a B2B online marketing agency specializing in search, social media, and content marketing. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23.
MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. You hear it tossed around a lot when people talk about marketing for B2B – you need to use content marketing. From websites, blogs, e-newsletters, social media, video, and more, content marketing is a cost-effective technique to reach a vast amount of people. To make the most out of this type of marketing approach, here are 6 best practices for using content marketing for your B2B company, in both creating the content and delivering it. After sharing all this wonderful insight, you might find yourself tempted to shout out at the end of it “And here at Company ABC, we can do XYZ to solve these issues for you.” Don’t.
You put a lot of effort into the content for your company to be shared, so don’t forget to do the same amount of effort into developing the title you choose to give it!
But it doesn’t need to just appeal to the reader; your title needs to be strategically written to include the right keywords for SEO (search engine optimization) purposes. Just because this isn’t an essay that’ll be published in your next industry leading magazine or something selling your product or service doesn’t mean that punctuation, spelling, sentence structure, and other grammar components go over looked. A blog is a great way to share your content to your target audience, direct people through your company website, and optimize your presence on relevant search topics. Having a blog hosted on your website will also connect your potential customers who are reading the content you share directly to your company website without the sales pitch! WHITE PAPERS: White papers are a great way to dive deeper into a topic and really help to push that expert image of your company. Your marketing efforts are only as good as your grasp on who your customers are, what their pain points are, and what key features of your product or service connect with the customer and solve these pains. This year’s B2B report for content marketing strategy comes from The Content Marketing Institute and relieves a few interesting aspects in terms of content effectiveness. A documented strategy makes a difference among B2B marketer, that’s why 44% of the marketers seems to have a documented strategy. In the United States of America, B2B marketers are using 13 different content marketing tactics in order to remain relatively consistent with their work. Blogs, online events, infographics, mobile contests and apps are also among those 13 marketing tactics for B2B marketing. From the photo above we can notice that B2B marketers are becoming more open to perform content marketing on different online platform than ever before. B2B marketers are using social media more frequently than last year and use an average of 6 platforms, up from 5 last year. Content marketing strategy starts with the goals and  82% of the marketers consider brand awareness to be the main goal for content marketing and 74% of them think that lead generation is the most important goal. This is an interesting finding, because over the last 4 years Direct Sales has consistently gone down in importance as a mesurement criterion. About Hot in Social MediaHot in Social Media is an independent online community for the social generation founded in 2012.
For those of you who are working in Marketing, PR, Advertising or any other domain where a good understanding of social media marketing is a must nowadays and want to be up to date with the latest news and tips right when they are happening, you must subscribe to our Email, RSS or join Hot in Social Media on Facebook. With such a massive surge in social media, have you every wondered which is the best social networking platform is best for B2B marketing ? The B2B Marketing BlogWebbiquity: 1) The unified management of SEO, search marketing, social media, brand management, content marketing and social PR supported by web presence optimization (WPO) metrics. Find the answers to those questions and many more here in four dozen phenomenal SEO guides, tips and tricks from the past year. Before you turn up your nose at yet another beginner’s guide to SEO, check this one out. Frank Strong showcases an infographic from Neil Patel that provides a simple, widely accepted explanation of how Google’s search algorithm (probably) works, including the importance of keyword domains, image optimization, domain age, social shares, title tags, keyword repetition, content length, and other factors.
Contending that “Every page indexed by Google has a content quality score assigned to it.
Eric Enge talks to Bing’s Duane Forrester about the keys to improving SEO rank on Bing.
Erin Everhart deconstructs Google’s announcement late last summer than SSL may impact organic search rankings. Laurie Sullivan reports that enterprise marketers generally view SEO as critical to achieving their ojectives, but also challenging to be successful with. Albert Mora compiles one of the most valuable and comprehensive guides available for SEO in 2015. Bob Leonard transcribes his interview with video SEO expert Daniel Loeschen of LT Creative Media on how to search-optimize video content. Noting how crucial earned links are to SEO success today, Chad Pollitt explains how some high-ranking brands have achieved their search visibility, and outlines a four-step process companies can use to emulate them–essentially a combination of research-driven content creation coupled with social and traditional media promotion, in line with a web presence optimization (WPO) approach. Though content marketing is unquestionably valuable for SEO, it’s not by any means the only tool in the box. Chris Lake provides an outstanding and comprehensive summary of user experience signals that help with search rankings. Reginald Chan compiles the responses of 21 SEO pros to questions about how SEO is evolving and their favorite techniques. Matt G provides a detailed guide to assessing the content and technical optimization of a website, asking questions like: Is your website optimized for maximum usability? If you somehow missed thisa€”or perhaps blocked it from your mind due to intense mental anguisha€”here’s the post where Matt Cutts declared that guest-blogging is dead. Vasilis Vryniotis provides a detailed pre-launch SEO checklist for new websites, with 60 questions to ask in categories ranging from keyword optimization (“Did I choose the targeted keywords wisely? Marie Haynes provides a comprehensive summary of Google’s three most recent major algorithm updates, explaining the focus of each as well as how to recover from related penalties.

So it’s not surprising that 76% of b2b companies and 72% of b2c enterprises now have corporate blogs. Find the answers to those questions and many others here in more than two dozen of the best business blogging guides of the past year. To make your blog a marketing machine rather than a me-me-me (or me-too) blog, Heidi Cohen advises focusing on your audience’s hot buttons, outlining a series of ongoing columns, branding your blog, and incorporating clear calls to action, among other tactics.
Quoting advertising legend David Ogilvy that “On average, five times as many people read the headline as read the body copy.
Contending that “Becoming a thought leader in your industry doesna€™t mean that youa€™re necessarily the smartest kid on the block. Jeff Bullas provides 20 tips to help bloggers create a steady stream of fresh content, including creating lists, republishing infographics, curating content (kind of like this post), reporting news, analyzing research results, and reviewing tools or applications. Bernard Zarifovic diagrams a first-time blogger’s business plan, starting with selecting a topic or niche and writing the first set of posts and progressing through social sharing, social engagement, and guest blogging. Naomi Ruth Ganhinhin offers 10 tips for blogging success, from setting clear objectives (“A clear set of objectives makes it easier to organize the type of content you publish.
2015 was another year of massive growth in the digital marketing industry, with digital ad spend growing by a massive 17% to $58.12 billion dollars according to eMarketer. 2015 was undoubtedly a year of massive growth for mobile marketing, and this was particularly true in the world of B2B business. A great example of a business taking advantage of mobile over the course of 2015 comes from General Electric, who partnered with 40 merchants to promote local offers via Promoboxx’s digital marketing system.
Looking towards the New Year, recent studies suggest that mobile marketing tactics have been extremely successful for most B2B businesses.
According to March 2015 data from IDC research, for 44% of US B2B professionals, it takes between four months and more than a year to make a purchase decision. With more than one-third of B2B tech decision-makers reading at least six pieces of content before making a purchase decision, and almost half reading somewhere between two to five pieces of content before their purchases according to Eccolo Media, having targeted content marketing remains one of the most important B2B marketing strategies used in 2015.
Content marketing has been a big player in the world of B2B digital marketing for some time now, but in 2015 it evolved to encompass more than just having a blog for the savviest businesses. In my monthly SEO audit series we’ve taken a look at a lot of different websites and how they manage their content, and one B2B provider really stood out with how they manage their content marketing efforts: ReturnPath. Having strong, targeted, content marketing was one of the best ways B2B businesses could generate leads online.
Back in the “Targeted Content Marketing” section you may have noticed in the content types graph that the #1 content type for effective awareness was a tie between social media posts and social media sites.
While B2B certainly has a longer lead time than B2C, that doesn’t mean that direct response advertisements on social media with calls to action won’t work.
A great example of this is MedCPU who have leveraged Facebook’s “Contact Us” button in their ads to target users in the U.S. As we enter into 2016 look for more direct response ads and “contact us” buttons on social media.
While email marketing is certainly not as sexy or trendy as some of the other tactics that are on this list, a recent July 2015 study found that 83% of B2B marketers think that email is currently the most important marketing tactic available. A great example of lead nurturing in action comes from the National Educational Association’s workflow to try and get current members to add their complimentary life insurance plan. Look for email and lead nurturing to continue to play a huge role in B2B marketing in 2016, particularly when it comes to mobile devices.
One of the most effective and quickly growing areas of digital marketing we’ve seen over the course of 2015 is an increase focus on precision location-based marketing.
According to a study by Experian Data Quality survey done in August of 2015, US CIOs see the value of this and are planning on almost doubling their focus on gathering location data in 2016. Over the course of 2016 look for location-based marketing to get even more precise to cater to marketing executives’ demands for more location data that they can efficiently leverage to generate greater ROI.
While these tactics made up some of the best digital strategies used in 2015, all of these elements, from email to content marketing, will change in some way in the coming year. Director of Corporate Marketing at Blue Fountain Media, Austin would be lost in the world without Asana to keep him on point. While our organization has seen this in client relationships throughout the years, this degree of difficulty was further supported by industry peers in the 2012 MarketingSherpa Search Engine Marketing Report. Here are six underrated content marketing assets and how they can be leveraged more effectively for B2B SEO. When coordinating link outreach, one of the first places I would assume an interested site owner would review would be the About Page of an organization. When sending out a message to a prospective link partner, I almost always include a reference to the resources overview page, since it can be a great destination for site owners to find additional content that may be of value for their audiences.
Setting up a short interview with product marketing teams on a semi-regular basis is usually all it takes to refresh and update concepts used in older white paper material.
Sales and marketing teams spend a tremendous amount of time in developing professional sales collateral for new business development. The key is being proactive about identifying the resources and creative in adapting them for online marketing needs. Interview customer service teams for commonly asked questions and issues they field during calls with customers. When reviewing analytics last quarter, we realized these content marketing assets contributed to 5% of the overall content viewed and 20% of the search queries received. While we typically recommend a clear error message with links to core navigational elements and social media profiles, humor and creative expression are often welcome too.
With over 10 years experience, Derek has worked with a range of organizations from the Fortune 500 to venture-backed startups and small businesses.
However, keep in mind that content marketing isn’t an approach that results directly in sales. Your customers’ pain points are related to taking care of their pets and learning as much information about doing so. It’s a fine balance between relevant keywords and compelling and interesting words to make the most of both search engines and potential customers. You can easily turn your audience away from your content if these are off or poorly written. Creating a blog that is hosted through your website will help ensure that each read and each engagement from the audience is attributed to your company website, helping with SEO at the same time you’re providing information for interested readers. With good content being shared at a regular basis, at some point each reader will become curious about who this “guru” with all this industry knowledge is. Depending on how often you share content, you can do a monthly, bi-monthly, or quarterly e-newsletter to current and potential customers. Knowing these things, your content marketing can be efficiently developed around core topics that your target audience wants to read, and condition them for actual sales through other marketing methods. Your best B2B lead generation and marketing strategies are a combination of both inbound and outbound tactics.
When it comes to small organizations (10-99 employee), 48% of their marketers have a documented strategy for content marketing effectiveness. Here we can notive an increasing amont of confidence in visual content, especially by using social media and creating infographics.
When it comes to confidence gap,  marketers consider Youtube to be the second most effective social media platform, after LinkedIn, because of the increasing interest for video content.
As long as marketers are aware of the fact that social media drive brand awarreness, not direct sales, I can say that this is an important step forward for the B2B content marketing research strategy.
You can find more about Madalina by following her on Blog, Facebook, Twitter and Pinterest. SEO practices which may be very effective one day are useless the next, A and then actually invite penalties, before being once again ignored. The practice of SEO has (of course) changed considerably over the past few years, and Courtney Seiter recognizes those changes in this noteworthy guide explaining what exactly SEO is today, how search engines rank content, and what SEO professionals do now to optimize websites for search.

Among his 15 steps are title tags, on-page content (keywords used naturally, not stuffed), video, site audits, and otpimized photos (“use alt tags to help describe your image.
One warning though – at nearly 6,000 words (plus a lot of pictures), this is no quick read, not a post to skim.
Activities have to scale, there are more people involved, more politics, more planning, etc. He lists some of the variety of inputs and tactics that go into successful site optimization, noting these are “why SEO is neuropsychology. Have I made sure that I can compete for the selected terms?”) to technical website development, link structure, URL optimization and more.
And blogs require significant effort and resources, so even companies that have effective blogs want to assure they are maximizing results. When you have written your headline, you have spent eighty cents out of your dollar,” Chris Lake offers guidance on choosing compelling blog post topics then grabbing attention by using key adjectives and verbs in the headline.
It also dictates the tone you are going to use and determine the right people to write your blog posts”) to including calls to action. The B2B vertical enjoyed a large amount of this growth when it came to digital advertising and marketing, and many businesses who have properly used digital channels to generate new business had great years as a result. Promoboxx developed ads and landing pages for GE that were then co-branded with local stores in order to create a B2B relationship that was extremely strong. As a result it’s little wonder that content is extremely important in order to help facilitate consistent brand recognition amongst potential clients throughout their buyer journey. They clearly understand that content marketing is so much more than just having a blog that is updated infrequently and have content like webinars, whitepapers, fact sheets, research reports, testimonials, and events. While social media is certainly a great tool for generating awareness, it is also an extremely important tool for generating demand and actual purchases of a B2B product or service as well.
This is particularly true for B2Bs that leverage services like retargeting to inform who they serve direct response advertisements to in order to take the amount of visits to a site into consideration before serving users with an advertisement. This is particularly true on Facebook, Instagram, Pinterest, and Twitter, where social CTA buttons and direct response homepage ad units are now currently being used by a number of different brands. One way that email marketing is becoming trendier for B2B businesses is the concept of “lead nurturing”.
Instead of just sending a blanketed email in the hopes of getting their leads to take an action, they took the time to determine what email would be most relevant to a user based on their behavioral patterns.
Between Q2 2014 and Q2 2015 desktop’s share of email has declined 12%, so businesses that want to maintain a strong email marketing strategy with or without lead nurturing need to take mobile into account – even if desktop’s share of email is still currently 3 times that of mobile. For B2Bs and B2Cs alike, the more precisely businesses are able to target a specific location or area the better chance they have of finding a qualified audience for their product or service.
Perhaps even more telling is that according to a study performed by Jivox, more than half of US ad agency executives use location API data to inform their dynamic ad strategies – a type of data that is second only to demographic data.
Particularly with new wearable technology getting a major foothold over the course of 2015, there will be an even larger spotlight on mobile devices, with the pairing of mobile to related desktop and laptop devices and extremely precise location tracking down to specific geographical coordinates two particular focuses. It is important that B2B businesses take note of changes in each tactic and shift their strategies accordingly to continue to get the most out of their digital marketing initiatives.
When he's not obsessing over the company website he can be found walking his dogs, watching soccer or relaxing in his shark shaped sleeping bag. Bottom-line, they want to know whether the asset they will link to comes from a reputable source.
The answers they provide can become blog posts, articles, and additional content assets for the website.
Content marketing is a very important component when trying to reach your target market in the B2B field. What are their pain points; what information related to these pains do they tend to look for? The point of your content marketing efforts is to provide your customers with the insights they need from an expert in the industry, without being bombarded with sales attempts.
While it isn’t selling your product, the content marketing you do DOES reflect upon your brand, so proof and edit your content thoroughly before you share it.
Once again, this is prepping them for potential sales, building the trust a B2B company really needs to have with customers before they even realize they want or need your product or service.
As long as the information is still needed by those individuals, the newsletter will be a hit! These can then be used in various ways – attached at the end of the blog post for more details, shared on a landing page in your PPC efforts, submit them to industry publications, and more.
As the interest for visual content is hardly increasing, marketers will also have to focus on optimize their website for mobile platforms and offer engaging apps for their customers. For starters, most of the small businesses are either using for marketing or thinking of using it. Content remains number one, though he warns, “The reality is that ita€™s not up to you to decide if (your site has) quality content.
This comprehensive guide details the elements of enterprise SEO, the environment, and the unique challenges, as well as providing additional useful references. If you want to create a video that is specifically for branding and getting your name in front of people, then YouTube, Vimeo, etc. What’s surprising is the sheer number of signals that can affect search rank, from site speed and mobile-friendliness to button size, navigation, broken links, readability, and other factors.
This was particularly apparent when it came to how efficiently certain marketing tactics were used by B2B companies over the course of 2015. Even better, each of these pieces of content is hyper-targeted to the perceived needs of their customers and is also leveraged to capture emails in order to help facilitate easy email marketing as customers move down the conversion funnel. In order to take full advantage of this strategy in the new year look for more businesses to create new, unique types of content to help them stand apart from the competition and generate even more leads. According to a 2015 survey by Bizible, throughout 2015 paid social media was used by 58.3% of B2B marketers to generate demand – more than TV, radio, and print ads and video advertising combined.
Over the course of two weeks, MedCPU was able to generate 248 clicks to their site at a cost of only 80 cents a click. Using tools like marketing automation and targeted content to guide prospects through the conversion funnel, almost two thirds of respondents said that lead nurturing would be the most important marketing tactic moving forward. Whether it is a state, city, city, or even more importantly, a specific building like an airport or a convention center, narrowing down advertising efforts can dramatically increase the efficiency of any digital marketing campaign.
2016 provides B2Bs with new opportunities to latch onto evolving trends in the industry and businesses that succeed in 2015 need to make sure they keep innovating to continue to get the greatest ROI possible.
The more information you share, the better of an expert you appear, and without the sales pitches you build trust with these potential customers.
Speaking of B2B market, app-gamification is out of the question, but marketers can create specific apps that can be used as a tool by the public, such as: app for costs measurement or app for create your own digital and interactive agenda (for business people).
But due to blended search results, images actually get a lot more traffic than that half a percent”). Here are five B2B marketing tactics that set the tone for 2015 and are certain to be backbones of B2B digital marketing strategies in the year to come.
The more useful information you can provide, the more current and potential customers come to rely on this information you share, and in turn will be more inclined to choose you to do business with when the time comes. What are the current best practices (and which aren’t worth spending time on) in each area? Facebook, Twitter, LinkedIn, Google+, or whatever social networks you may be a part of are all great places to share content. With the right techniques, you can use keywords in your social post that grab attention on Twitter or use LinkedIn Sponsored Posts to share your content with your exact target audience.

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