When you create amazing industry-leading content, other websites will naturally link to it. The more links your website gets from high-authority websites, the higher your website’s domain authority becomes. If Google sees that people are consistently linking to your content, it will start to believe your website is a reputable source of information. In turn, your website will begin naturally outranking competitors for key search terms. The best content to get links is content filled with research-backed data and statistics.
When putting together your content marketing strategy, it is important to ensure you are never creating content just to have more content. The “quality over quantity” rule certainly applies here. Spend the time creating long-form unique content that is likely to acquire links from external websites and you will certainly see the ROI from it.
Leadership with Thought
What sets you apart from your competitors? In many B2B markets, competing companies have very similar value propositions and service offerings. Being an industry thought leader could be the trigger that sets you apart from the rest. To be seen as an industry thought leader, you must have industry-leading content across your site. This can be in the form of blogs, whitepapers, e-books, webinars, videos, and more. Content marketing is not a one-size-fits-all approach. You must determine what type of content resonate the best with your target audience. You can figure this out by analyzing page views, bounce rate, and time on page for your content pieces.
Think about who the current thought leaders in your industry are. What websites are your go-to sources for information that pertains to your industry and makes you better at your job? How can you emulate their strategies and make them your own to specifically target your buyer personas?
Visibility of your Brand
In today’s world, the minute someone has an issue, whether it be business-related or personal, they go to Google. If your website content is well optimized for search engines, it will show up when your prospects are searching on Google for their needs. Your website content should be centered-around the pain points of your target audience.
As your company is building its content marketing strategy, you must keep SEO top of mind. There is no point in creating amazing content unless people searching on Google can find it. Optimizing content for search engines is a very in-depth process and one that requires a whole other blog post or more to really get into. However, if you have SEO questions or want to start ensuring your content is well optimized for Google reach out to our team of SEO specialists for help.
A blog is a key piece of a content marketing strategy. However, the blog is just the beginning. Robust gated content (often linked to from a blog post) is what is going to drive people from unknown blog readers to known qualified leads.
By building robust content pieces and gating them, or requiring visitors to fill out a form before they can access them, a business can generate leads through content marketing. In order to successfully generate leads from a gated content piece, it needs to be worth it. People are very cautious about giving their email addresses out to companies. By showcasing your brand as an industry thought leader and only gating your best content, people will have enough trust and interest to hand over their name and email address in exchange for your content piece.
Engagement of Employee
Having a blog can seem like a huge undertaking. Instead of putting all of the content creation duties in the marketing department, get employees across the whole company involved. In fact, it is often more beneficial to have the people in your company that is doing the day-to-day work share their insights.
One of the keys to a successful content marketing strategy is having a regular cadence. Find the sweet spot for your team—maybe it is once a week or perhaps it is once a month. Put together a blogging calendar filled with topics that appeal to your target audience. Not sure which topics to write about? Asking your salespeople what prospects are commonly asking them during the sales process is a great place to start.
Once you have a calendar together, assign your team members with their blog topics and deadlines for writing. Knowing that they are probably not writers by trade, assigning topics and deadlines ensures everything stays on track and they are given adequate time to prepare the best possible content