SEO is still a crucial element of a B2B marketing strategy in 2016, and must be integrated smoothly into the mix, for all channels to work in cohesion towards the same business objectives. With the right strategy in place, SEO can be one of the primary sources for lead generation for B2B businesses, as an online search can be as efficient as a recommendation to trigger an enquiry from B2B prospects – the real obstacle being to know who the targeted prospects are, and what problem they are facing.
At the very early stages of SEO planning, B2B marketers must think of the following elements to plan their content, which will lead the overall SEO campaign:
- Who is the person buying our product/service?
- What is the problem that person faces daily?
- What kind of content does that person consume online?
- How can our B2B business, service or product solve this problem?
- What resources do we have or need to create content that solves this problem?
Answering these questions is key to content planning. A B2B SEO agency will be able to answer these questions efficiently at the early stages of the planning phase, from the initial keyword research and competitor analysis, and have a content planning structure in place within a marketing calendar including key topics, buying seasons and search trends, conferences agenda, industry features and paid content deadlines. Once settled on key content topics for Q1, the SEO agency will put together an outreach database that targets your prospect.
One of the top SEO Trends for 2016 – and a new imperative content rule – is interactive content. Make sure your SEO agency encourages interactions between your customer and your B2B brand through engaging content. Surveys and professional quizzes area good way to boost customer engagement and gather data – a key component when it comes to content planning the next year.
Originally published on the POLARIS blog.
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