Please customers and search engines alike when you apply these tips to your content. Since its arrival on the online scene, search engine optimization (SEO) has put writers in a difficult position. Do you write for people or the search engine algorithms? Thankfully, we no longer have to choose. According to an infographic from ContentVerve.com, Google actually prefers natural-sounding content—as do, obviously, your readers. Besides, what’s the point of landing a high Google rank if your content won’t turn people into customers?
Vendors certainly know the true value of what they are vending, but when they seek to convince business buyers of the value, the buyers become suspicious.
According to “Better Lead Yield in the Content Marketing Field,” a new study from the CMO Council and NetLine, business buyers belittle vendors and give much higher marks for content trustworthiness to professional organizations and industry groups, whose information is considered more usable and relevant.
“Buyers are not happy with vendors,” said Donovan Neale-May, executive director of the CMO Council, in an interview with CMO.com. “Their content [tends to be] overtechnical, product-centric, and self-serving”–and buyers sense this. Neale-May said B2B marketers annually invest $16.6 billion in digital content publishing, used primarily to produce leads.
The report surveyed more than 400 business buyers across a wide range of global industries and other disciplines. It found a critical need for marketing organizations to bring more discipline and strategic thinking to content specification, delivery, and analytics.
Technology Marketing Blog
And this was clearly evident as several CMOs shared their success stories at Mass Tech Leadership Council’s
recent 2013 Marketing Summit. CMO’s and other marketing executives shared valuable insight on how to do “more with less” – the theme of the event. Sure, as marketers we’ve been using that term at least since the Internet bust ~13 years ago; however, we’ve come a long way since then. Not only has marketing slimmed down from a staff perspective, but more importantly, we’ve developed a laser focus on being more relevant to our buyers and internal customers. In addition, we’ve developed a healthy obsession with metrics to demonstrate our value to the organization and better manage our precious budget. But even with this greater maturity, the worst thing we can do at this stage is lessen our drive for innovation. Here are just a few of the key insights from this summit to help you and your marketing team keep innovation at the forefront of your marketing strategy and tactics:
Industry Dive CEO Sean Griffey on what publishers should focus on.
We’re all aware of the rapid ascent of mobile use—particularly for accessing content. Yet, many publishers in b-to-b media have yet to build out a strategy that fully embraces the platform as both a dedicated asset and revenue generator.
This is precisely why Sean Griffey [pictured], along with Ryan Willumson and Eli Dickinson, startedIndustry Dive, a mobile content producer and tech platform. The company has been making aggressive moves to build out mobile-first content verticals and has also begun licensing its technology to help other b-to-b publishers build their own products.
Griffey, who will be a speaker at FOLIO: and min’s MediaMashup summit on April 16 at the Grand Hyatt in New York, shares some of his insights on mobile publishing and what you’re missing if you don’t yet have a strategy in place.
FOLIO: What’s your general impression of how far along b-to-b media is with its mobile initiatives?
Sean Griffey: It’s wildly varied. Some folks have embraced mobile while others haven’t seriously looked at it.
Overall, the response to mobile is eerily similar to how b-to-b responded to the internet in general. When users first started moving online in the 90s, b-to-b media companies had two main responses. They either ignored online because they didn’t see money in it or they immediately tried to replicate their print magazines.
Marketers spent more than $40 billion on custom media in 2011. B2B marketers are allocating one-third of their budgets to content marketing, and more than half plan to increase content marketing spending in 2013. However, as many IT marketers are discovering, content marketing is a complex practice that requires insights not just into what type of content to develop and deliver, but when and how to deliver these assets to ensure maximum engagement.
This whitepaper will provide you with:
- A better understanding of the role content consumption plays in the purchase process for major technology products and services.
- Important insights on creating distinctive and high impact content marketing campaigns that create high levels of engagement with IT decision-makers, driving awareness, trust, and, most importantly, sales.
- Tips on delivering the right content—in context—to make your brand message stand out in an increasingly crowded landscape.
Download the white paper now
Content Marketing Inst.
I love diversity of the arts. It makes the world a beautiful place. It brings us Beethoven and Yiruma, Carravagio andBanksy. But remember there was a time when each of these fellows was unknown and unheard of, until someone discovered, consumed, and shared their work.
The lesson here for businesses is that, whatever content you create, people should know it exists. Even the most epic content is worthless unless someone finds it, enjoys it, and passes it along to his friends and peers. That’s what great content is all about.
Google’s Keyword Tool helps your content get found. It allows you to identify good opportunity keywords (or phrases) that are popular and easy to leverage. When these words are added to your content (in the headline, copy, or both) people can easily find your work online. So before you write your next article, find out exactly what keywords customers are searching for online and incorporate them in your content.
Here are some tips for using Google’s Keyword Tool:
1. Research, filter, and act
Think of a word or general phrase that you want your business to be known for or associated with — for example, pain management. Here’s what that would look like in the Google Keyword Tool if your match type were broad (estimated):