Why Content Marketing Should Be Part of Your Digital Strategy
Content marketing. Heard of it? If not, you probably haven’t been reading much Navigate-the-Channel. We’ve spoken a lot about how content is an incredibly effective B2B strategy to provide more information to customers at the early stages of their buyer’s journey, establish companies’ trust and expertise, and ultimately, drive more sales.
That’s all well and good, but there are other issues that B2B companies need to consider when it comes to their content strategies. Issues like Google’s Panda and Penguin updates, in which major search algorithm updates will affect the way search engines deliver the highest-quality results to their users. If your website can’t offer relevant content to those users, you can bet that your website will literally be bumped down the page, hidden under a pile of search results from companies that were just a little smarter than you about integrating content marketing into their strategies.
A recent article from Search Engine Land drew my attention because of its insights regarding content marketing and SEM. Here are a few standout facts that B2B companies should read before planning their content strategy:
- More than 60-70% of content goes unused, meaning companies need to work to better understand who they’re writing for and why by conducting an audit of buyer personas and journeys.
- B2B companies should prioritize utilizing a Content Management System (CMS) that integrates authors, topics, and keywords. For Adobe, switching to an SEO-friendly CMS resulted in a 307% increase in organic traffic within a year and a 287% increase in rankings on Page 1.
- Don’t forget design—content needs to capture attention to be effective. Images, video, website design, and aesthetics are important contributing factors when it comes to “moving the needle” and shouldn’t be underestimated.
As Google continues to demand more and more from websites, it will become critically important that B2B companies fill their sites with the high-quality, relevant content users are searching for. You need to make sure that you’ve not only done the research to find out what your audience is looking for online, but that your content is written and created to deliver to those needs. SEO, therefore, is a critical component of your content marketing strategy.
Or it’s not. But if it’s not, you better enjoy Page 2.