It’s through SEO content that people grow their inbound traffic. It’s what helps them to stay on top of prospects’ minds and establish relationships with them over time.
Suffice it to say that customer acquisition is now web-centric. Potential leads are now turning to search engines, social media, and websites for answers before they can look into any other alternative. That explains why SEO content is still one of the most effective ways to grow your web traffic and generate sales.
SEO content is meant to attract potential buyers. It’s the most natural starting point for companies that want to market themselves online.
B2B vs B2C Content
The SEO content you write can take various forms and shape. Depending on who you’re marketing to, the content you write can either come as B2B (Business to Business) or B2C (Business to Consumer).
And even though you’re still trying to sell your products or services to someone in both cases, the difference that exists between these two types of markets runs deeper than you think.
When writing content to market to consumers, you want to make sure that your focus is on the benefits of your products and services. That’s because the decisions consumers make tend to be more emotional. Consumers are also different from businesses in the sense that they tend to demand intermediaries in the channels of distribution for convenience purposes.
Consumers also get bored much easily. They tend to lose interest whenever you target them with a lengthy marketing message. They’d rather have you cut to the chase and get straight to the point instead of taking the longer route, even if it means it’s the simplest one for them to understand.
Consumers most preferred way of understanding your content is skimming right through it. It’s your job to make it all easy for them by breaking your content into shorter paragraphs, as well as adding H1 and H2 tags.
Consumers also don’t like putting in an effort trying to understand what your content is all about. They’ll instead prefer it when you take the simpler approach by pointing out to the product benefits in a manner that’s both concise and clear to them. In other words, the message you send must be easy to understand.
Also, compared to businesses, consumers undergo a much short purchase process. Once they’re in the purchasing mode, all it takes to convince them to buy is to set them on that emotional path. This will see to it that they’re able to complete the purchase within minutes or after a few days.
B2B Marketing, on the other hand, is more focused on selling logic and product features. Unlike consumers, businesses are an experienced lot. They don’t make their decisions based on emotions but based on what makes more logical sense to them.
As a marketer, you have to focus on understanding the buyers and their mode of operation within the confines of the procedures that their organisations have in place. What do you think is important to them? What role do they play?
The approach you take while drafting content for B2B marketing should be one that’s more centred on the people that will be using your product and less about the product itself. It’s also demanded that you take a more in-depth approach. That goes without mentioning that the message you convey must be one that focuses on how your product saves money, time, and resources. Or how much return on investment (ROI) can a buyer expect after completing a purchase?
Here’s a real-time example of how it works:
Let’s assume you’re a software company, and you’re in the process of marketing some software that you recently developed. If your primary market target is businesses, then in the marketing copy that you draft, you must be able to convince the underlying clients how using the software will be saving them lots of money and time.
You can talk about how using your software helps with streamlining their work or how they’ll be able to get a lot done in the smallest amount of time. You can talk about how your software is the ultimate purchase for a business that purchases multiple software licences. Be sure to mention that you offer free training (if you do offer it, that is) or if you have any demonstration or a trial period that they can use to test out your products or services.
So what exactly is B2b SEO Content?
You might have guessed it – B2B SEO content is the type of content that’s intended to expand your business audience. It’s a type of content that’s intended to both develop and strengthen your brand affinity, and in the end, drive more leads and sales by winning over other businesses.
To put it quite differently, it can be defined as the art of you using content to appeal to other businesses. Unlike B2C content, B2B means that you’re simply making content that’s exclusive to businesses. You want to make convincing posts that will get them to change their mind and consider purchasing your products or hiring your services.
How Run Effective B2B Content Marketing Campaign
Now that you know what B2B marketing is and how it differs from B2C marketing, how about you learn how to get it done right. How can you take advantage of this particular channel of marketing and drive the best possible results?
Here’re a few tricks and tactics to help you out with this:
Identify Your Target Audience
It is simple logic: before you know what’s good for your audience or the type of content they crave for, you must first take your time to understand them. You have to begin by developing a mental picture of how they look like and operate.
At some point, you may be required to segment your audience based on the stage they’re in in the sales funnel. But even with this, you have to first understand that you’re not just with one solid audience block, but an audience comprising of individuals with unique needs and preferences.
In other words, your focus should shift from that of an ideal audience to that of your readers’ or buyers’ personas.
In this case, your audience is businesses. This is a much broader definition considering not all businesses you’ll be targeting are the same. What you need is to break the audience into its granular components. This demands that you begin by breaking the audience into the specific personas that together make it up.
Google Analytics should be the first tool you turn to for suggestions. What this tool does is that it tries to run you through the details of the people visiting your site. You can easily tell where they’re from? What’s their age and gender? And most importantly, what types of topics are they interested in the most?
All this information is crucially important in your B2B content marketing strategy. It might not be central to your business, but it can provide some new insight and relevant subject areas that you might want to focus on.
Google Analytics provides a series of data that might help you understand your audience better and draw meaningful conclusions. It lets you figure out how to target your audience better and speak to them more clearly and in a manner that they’ll have an easy time understanding.
Through the data, you can also figure out what type of content best resonates with your target audience.
At this point, Google Analytics has helped you understand your audience, to a lesser extent though. What next? How do you figure out what you should be writing about?
How to Develop New B2B Content Ideas?
The biggest hurdle content marketers have to face in any vertical is figuring out what to write about consistently. You can have several content ideas at the initial phase of setting up your business. But after you’ve been involved with content marketing for quite some time, ideas run dry.
It’s at this point that you have to figure out how you’ll be identifying new topics within your niche. Find out what your prospects are sharing or talking about on social media and forums.
Luckily for you, there exists a long list of content marketing and B2B marketing tools that can help you out with this. Among them is our all-time favourite, BuzzSumo.
BuzzSumo is the tool you use to scrap all major social networks for real-time data on the hottest topics within your niche. It’s the tool you use to know what topics are being discussed the most or gaining the most traction.
With the information you collect, you should be able to prepare content that strikes a chord with your prospects best. It also allows you to figure out the right angle to tackle any topic or feed your readers with the type of content that they crave for.
Based on your level of expertise, you can even come up with a counter topic debunking some common myth or the idea being perpetrated.
In addition to that, you have to factor in user intentions in the new ideas you come up with. You must also understand your target audience to the bone by examining their demographic data and everything else. Find out what your audience is anticipating to read. Find out about their goals and some of the things they wish to accomplish.
With intent, users only have one question in mind when contemplating on the decision to give your content a chance. What they want to know “what’s in for me?” Their intent is a selfish one. They want to find out what they’ll be gaining should they decide to go in business with you.
Sales professionals also bear the same question in mind whenever they’re interacting with a potential customer – and it’s the same question that you’d want to adopt as a marketer.
Use Social Validation to Audition Your Content
This is one serious technique that you would want to jump on straight away to start churning out mindboggling web copies.
Essentially, the whole idea of using social validation to audition your content revolves around twitter. You’re simply testing your content on twitter and using different engagement metrics such as retweets and social shares to find out if they have the potential to do well.
Twitter is the preferred auditioning platform, over Facebook or any other platform out there – and that’s because most of these platforms have virtually eliminated organic reach. That means you have to promote your content on the platforms to find out if they have the potential to do well. Of course, this is a complete waste of time and resources.
Through this test, you should be able to find out if your content is the type that would be appreciated by your target audience.
How to Promote You B2B Content
You have to promote your content. While organic reach is of utmost importance in the current world of business, you can’t rely on it solely. You have the perfect content, but how are you going to get it to the masses?
The good thing with promoting your content is that it’s flexible enough to accommodate your budget, however small it is. This statement rings even truer with a social media platform such as Facebook. Don’t just make a post and forget about it. Once in a while, try to single out some of the best posts that you have and promote them to extend their reach and target relevant businesses.
If not for anything else, then you might want to promote your content for the flywheel effect. What this means is that the content you promote will earn you more followers, which will get your content to be viewed by a larger audience. The content will then get more social shares, and the audience grows again. It’s a complete cycle of growth; all facilitated through content promotion.
What to write about?
One thing with B2B content marketing is that there are plenty of ideas on what you can write about. Just learn how to think outside the box.
When planning your SEO content ideas, you have to consider:
- The topics that a journalist that’s operating within your line of business might be interested in covering
- What your prospects might be Googling to find the information they want.
One approach to take would be to come up with a detailed research paper that Google and other search engines might consider ranking it at the top of their result pages.
Be sure to include graphs, tables, citations, bulleted lists, numbered list, and everything that matters.
The idea is to be the best resource for your prospects. Of course, you have a long list of SEO and content marketing tools to help you out with this.
But that’s not to say that you cannot think of something to write about on your own, without involving a third party or tool. For instance, here are a few suggestions on what to write about:
- Write an article about what’s trending or what’s likely to trend in the future.
- Write about conferences and what you suspect will be discussed about in the conferences.
- Write about what has been discussed in a podcast.
- You can talk about what’s in a hype cycle.
- You can write about research
- Or you could write about the general trends in your industry.
The Final Thought
Hopefully, this post should guide you through the process of creating amazing B2B SEO content. Your focus should be on creating content that aligns your brand with the path of your prospects whenever they’re out looking for something to buy.
As always, get to us via the contact box at MediaOne Marketing and let’s talk about this topic or SEO content in general.