Content marketing and Search Engine Optimization (SEO) do complement each other. Even if both strategies can stand on their own and can be seen as separate initiatives, the best results obtained are when both are used as critical drivers for each other. Paired wisely, they have the potential to boost a business.
What is B2B marketing?
Business-to-business (B2B) marketing is a situation where customers are other businesses or organizations. One example is a wholesaler having a retailer as his customer. B2B marketing differs greatly from traditional customer marketing as there are fewer customers when taking into account businesses instead of individual customers. A large part of business demand equally rests on consumer demand: a change in an individual customer’s behavior may impact on the bigger business. For example, individual customers shifting to e-books will impact on a publisher’s production as the latter will witness a decrease in consumer demand.
What is SEO?
SEO is a marketing strategy that aims at making a website or web page more prominent on search engine results in an organic (non-paid) manner. SEO consists of technical as well as creative features needed to improve rankings in search engines and drive traffic to the concerned site or page. In brief, SEO represents a set of guidelines to be followed for optimization. It is crucial in marketing as Internet users are more likely to click on suggestions appearing first in search engines when looking for a particular information. SEO equally helps to improve user experience on a website or web page and thus, increasing the probability to make the latter come back or use the concerned site or page as a reference. Smart use of SEO definitely places you ahead of the competition.
How to create smarter content in 2017?
Smarter content in 2017 implies smarter pairing of B2B marketing and SEO. There are certain key features that, if adopted properly, can do the trick.
Semantic search
To outrun competitors, it is important to go beyond keywords in SEO. Semantic search determines the contextual meaning of keywords. As such, you should add words and phrases that are connected semantically to the main keyword and that are present in the content as well.
Question-and-answer-based content
Users on search engines want their questions to be answered fast. It is thus logical for you to bring answers in a quick and efficient way to gain visibility. Hence, it is vital to include complete questions and full-sentence answers in your content. Specific phrases in titles and headers are equally decisive.
Be trendy
The Internet hosts infinite innovations and revolutions. To remain in the competition, it is important to keep pace with all latest trends regarding search on search engines. You should adapt accordingly and promptly. Do attend webinars or events to stay connected with people in the same industry and to gain knowledge on the latest happenings in the sector. Sharing information about latest trends in the industry on your blog or site will definitely improve your ranking on search engines.
A nod in the direction of clients
Do think about your clients too. Interacting with the latter and following closely the trends in their businesses will definitely help you create more impactful content pertaining to their interests.
Be patient
Combining SEO and content marketing is not going to produce magical effects. You have to be patient to see the results. On the average, it takes a website from 3 to 6 months to note the effect of SEO and content marketing on Google rankings. To reassure clients, give regular feedback on your progress.
Related articles published in Content Marketing News :
- Tips to set up an industry-targeted content strategy
- Typical mistakes to avoid with Inbound Marketing
- Why you need a journalist to do your Content Marketing
- Pepsi Ad: Why Influencer Marketing failed this time
Image : Shutterstock