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content-marketing

Content Marketing Priorities for B2B & B2C in 2022

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A recent study by parse.ly shows how businesses plan to increase content creation and distribution in 2022.

Content is king, but heavy is the head that wears the crown as businesses ramp up content generation but lack the know-how to determine effectiveness.

Competition is fierce for both B2B and B2C companies as they increase budgets and dive into new content formats in 2022.

Parse.ly recently completed a study using more than 800 content marketers to determine their content efforts for 2022 and beyond.

According to results of the study, these are the top priorities for content marketers.

More Money, Bigger Teams

Google and other search engines have long placed content at the top of their optimization lists through EAT and other efforts. Despite this, businesses of all sizes kept writing teams small and concentrated on blogs and other written content.

B2B and B2C companies have small in-house teams or use a bevy of freelancers or content agencies to create content, so they can focus on running the business.

Among those surveyed by Parse.ly, nearly 80 percent had content teams of 10 or fewer.

Companies are creating more content than ever, but they recognize the need to create even more new and diverse content:

  • 52 percent planning to increase their number of content creators.
  • 66 percent planning to increase their content output.

Budgets increase as well with most of the new money going to more creators, instead of programs and platforms, to make creating content more efficient.

B2B And B2C Content Priorities

Content-savvy companies use content throughout the buyers’ journey from top-of-funnel processes to past checkout.

In the B2B spectrum:

  • 91 percent use content for brand awareness
  • 85 percent to generate demand and leads
  • 81 percent to build credibility
  • 79 percent to educate the audience
  • 68 percent to nurture leads
  • 64 percent to generate sales

In the B2C space

  • 84 percent use content for brand awareness
  • 78 percent to educate the audience
  • 73 percent to build credibility
  • 60 percent to generate leads
  • 60 percent to build loyalty
  • 56 percent to generate sales

The most digestible and searchable content for companies to create are blogs with 91 percent of respondents creating that content.

Engaging audiences through social media was a priority for 88 percent followed by the tried-and-true marketing tool, email newsletters, at 78 percent.

Long form content works great to help improve authority and expertise for search engines, as well as for consumers, with 58 percent using content for case studies, 53 percent for events and webinars, 52 percent for eBooks, and 38 percent for white papers.

Despite having some of the best engagement, only 69 percent were using content for videos.

Getting The Word Out

Businesses can create amazing content, but it isn’t worth much unless it getsseen by the target audience.

Owned channels, such as company websites and social media, are the most popular methods of distribution with 90 percent and 83 percent of respondents.

Emails to listed customers were the third most popular with 77 percent of businesses, followed by paid social media and search ads at 62 percent and 49 percent, respectively.

Both B2C’s and B2B’s first choice for social media platforms was LinkedIn, which according to Parse.ly, brings in about 1 percent of overall social media traffic to a website.

Facebook was the second most popular method of paid and organic distribution and brought in 89 percent of traffic from social media sites.

Popular social media sites such as Instagram and Tik Tok were near the bottom of the list in both paid and organic for business’s preferred platforms.

B2B And B2C Wish List

The most common and easily created content is written, such as blogs and social media posts.

They successfully engage audiences, and blogs do well in search engines, but both B2C and B2B companies wanted to invest in video and longer form content if they had the resources.

Video on YouTube, Facebook, and other platforms whether organic or paid has high engagement.

Many companies balk at the cost of video production and editing. This leads to a more guerilla-style approach to video using live streams, smartphones, and handheld cameras.

Businesses already have these resources available and use them to promote sales, assets, and events. The report outlines the desire for businesses to expand beyond their existing content and into new avenues such as video, eBooks, and infographics.

What’s Working And What’s Not

Expanding content is great, but only if companies have the analytics to know what’s working and what’s not.

One of the biggest pitfalls to existing content strategies is understanding the return on investment. According to the report, 51 percent of companies track and understand metrics, while 49 percent don’t understand how their content performs.

The biggest metric used to determine performance is page views, which many get from Google Analytics. Businesses may keep an eye on page views, but don’t track how content impacts sales, revenues, conversions, or the buyer’s journey.

This leads to content that may bring in traffic to your site but doesn’t necessarily lead to conversions.

The Outlook For 2022 And Beyond

According to the Parse.ly report, 2022 is a big year for expanding content teams and variety, but the existing legacy tools aren’t equipped to handle the intricacies of content metrics.

It’s exciting to see the ramp-up of content and creators, but a successful marketing plan isn’t just about creating but understanding how that content relates to the success of the business and satisfaction of the customers.

If you are interested in original article by Brock Cooper, you can find it here

Why Would Optimizing Existing Content Cause Rankings To Drop?

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How could seemingly minor content optimizations cause us to lose 20-30 positions in search rankings? Tamar Asks An SEO.

If only good intentions drove results in SEO.

Sadly, that’s not the case, as Tamar from Israel discovered recently. She submitted the following to Ask An SEO:

“Help! I just started working at a start-up. The blogs are a horrible mess for many reasons, but there are about 20 blogs out of the 140 that are converting a few people to try our software.

I wanted to do the minimum to optimize them, so I corrected all of the H-titles, made sure each post had a meta description, and checked that any images had an alt tag.

In less than a day, ALL of these blogs lost their position for the main keywords they were ranking for, according to Google Search Console. What gives?!

I can’t find an explanation for this anywhere! Almost all of them dropped by at least 20-30 in position for a keyword… going from #9, for example, to #55 for a top query. Please help.”

Although Tamar did submit the domain, we have no insight into which 20 of the 140 blogs indexed we’re discussing here.

Further, we have no context as to which keywords she was ranking on and lost positioning for.

Were this my client, those would be the first things I would want to have a look at.

So let’s talk about what we do know.

Fluctuations in rankings are normal as Google assesses the new/updated content, so I wouldn’t panic so soon after the change.

If the issue persisted, we’d want to start investigating potential causes.

Tamar, the chances your rankings dropped due to adding alt text or meta descriptions are slim to nil.

Meta descriptions are not a ranking factor.

And alt text, while an important accessibility aid, is only a ranking factor for Image Search.

Going back in and optimizing by adding alt text could only help.

So we’re left with “correcting” the HTML heading tags.

We’re going to assume this isn’t a technical SEO issue as the rankings drop would be wider spread than just the 20 posts that had content updates if that were the case.

We’re also going to assume this isn’t a case of a competitor or two stepping up their game and bumping you out as these are fairly sizable changes.

I have a couple of main suspects.

Are You Keyword Stuffing?

Google’s Webmaster Guidelines are clear on this:

“Keyword stuffing” refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results. Often these keywords appear in a list or group, or out of context (not as natural prose).

Filling pages with keywords or numbers results in a negative user experience, and can harm your site’s ranking.

Focus on creating useful, information-rich content that uses keywords appropriately and in context.

If in “correcting” your subheadings you added an unnatural volume of keywords, Google may have demoted those pages.

Did You Make A Mess Of Relevance?

Depending on the keyword terms you tried to optimize for, it’s possible you could have negatively impacted Google’s perception of the content’s relevance to the terms it was already ranking on.

For example, you might assume that because a page was ranking well and driving qualified traffic for [JIRA project management] that you could piggyback off its success and tap into [agile project management], as well.

This would be a mistake.

Perhaps user behavior and its semantic understanding of the topic leads Google’s algorithms to believe that:

  • People searching for [JIRA project management] are looking for a tool.
  • People searching for [agile project management] are looking to learn about a process.

In trying to optimize existing content for a keyword with conflicting search intent and topical relevance, you may have muddied the waters.

Making the piece less focused could impact Google’s perception of it as the best answer for the queries you want to rank on.

Other Content Quality Factors Impacting Your Ability To Rank

I believe one of the two actions above was likely responsible for the rankings drop you experienced across those 20 blog posts.

However, in taking a look at the site, there are several content quality issues that could be holding you back.

Put these on your list of priorities and see whether you can get those money pages performing better in search:

Update your outdated content.

I see blog posts with 2020 in the title and URL as the newest content in some categories.

It gives Google and prospective customers the impression that you aren’t actively creating and maintaining the information you’re putting out into the world.

Create an internal linking strategy.

I see zero internal links in the 10 blog posts I spot-checked.

Internal linking not only helps Google understand your site hierarchy, but it also passes PageRank and helps visitors stay engaged and move around your site.

Improve writing quality.

There are grammatical errors and issues with sentence structure, word usage, and other writing mechanics throughout that make the content difficult to read.

Hire an editor and make good use of tools such as Grammarly and Hemingway to improve the quality of your writing.

Test Any Further Optimizations Before Proceeding

If nothing else, this experience should serve as a good reminder of the importance of testing any changes to existing webpages before a wider rollout.

Document the changes you intend to make and test them out.

See what happens. Measure the results.

Remember, too, that the same optimizations may produce entirely different results on another page.

That’s just part of the fun of SEO!

A good next step would be to conduct a content audit to see where your greatest opportunities are right now.

Then, prioritize your findings. You do not need to do it all at once – in fact, that can have unintended consequences, as we saw here.

Updating and optimizing existing content is a great practice that can dramatically improve user experience and rankings.

But it’s a process. Don’t rush it.

Focus on your most potentially lucrative pages and optimizations first, and always be ready to roll it back if you’ve accidentally tanked your rankings.

If you are interested in original article by Miranda Miller, you can find it here

contentstrategy

How To Scale Content Marketing & Improve Organic Search Rankings

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Are you creating content for your website, but not seeing the results you desire?

Do you want content that improves your search rankings, increases your brand awareness, and brings you more organic traffic?

Let’s solve those worries by looking at how successful content marketing has helped businesses succeed, the common challenges content marketers face, and the ways ContentMarketing.io can help with all aspects of your content marketing strategy.

How Content Marketing Drives Results

Content Marketing Institute’s B2B Content Marketing Report shows how a successful content marketing strategy can deliver great results.

Not only can the solutions below help you implement and execute a content strategy tailored for your business, but these solutions are designed to help your business strive for content marketing success by:

  • Increasing brand awareness (80% of businesses stated this goal as achieved due to a successful content marketing strategy).
  • Building credibility and trust (75%).
  • Educating audiences (70%).

The top metrics used to determine the effectiveness of B2B content marketing tactics include:

  • Website engagement (69%).
  • Conversions (67%).
  • Website traffic (65%).

Overall, 80% of content marketers rate their content marketing strategy as moderately or very successful in delivering results.

So, how can you ensure that your content marketing strategy is bringing in the results you want?

Let’s make sure you’re not falling victim to the top challenges marketers face across all industries when scaling up their efforts.

Common Hurdles Around Content Marketing Competition & Outsourcing

Did you know that WordPress.com bloggers alone create 70 million new blog posts per month?

This doesn’t even include the large number of blog posts published on other content management systems and blogging platforms like Medium or Tumblr, which hosts over 545 million blogs.

This means that each time your business hits publish on a new blog post, you are competing with over 2.3 million other new blog posts also published that day for the attention of search engines and audiences alike.

Ultimately, businesses need more than just great content to win rankings, visibility, and traffic.

You can no longer expect to attract incoming traffic just because you published a great piece of content.

Each piece of content must be properly optimized and promoted to get the results you want.

This may explain why 67% of B2B content marketers have had an increase in responsibilities (without an increase in available resources), according to the earlier mentioned CMI report.

To scale content marketing, half of both B2B and B2C businesses outsourced their content marketing efforts in 2021.

Statista found that 81% of marketers outsourced content writing, 40% outsourced graphic design, 28% outsourced SEO, and 23% outsourced editing and proofreading.

It’s no surprise that content writing is the most outsourced part of content marketing, considering that it takes an average of four hours to craft exceptional content, according to Orbit Media.

Once you create the content, then you must find the right way to optimize it for search engines.

Without proper technical, on-page, and off-page optimization techniques, your content won’t be visible to search users.

Both B2B and B2C businesses cited finding writers with topical expertise as a top challenge with outsourcing content.

From there, B2B experienced the following hurdles:

  • Finding content partners who can understand their audience.
  • Lack of clear return on investment (ROI) metrics.
  • Finding content partners who can provide strategic advice.
  • Lack of comprehensive solutions from one partner.

Even with the challenges, 57% of the companies that outsourced content marketing efforts achieved success by choosing the right content partners.

How ContentMarketing.io Helps Businesses Succeed With Outsourced Content Marketing

ContentMarketing.io doesn’t just churn out one piece of content to the next to help their clients get results with their content marketing.

They provide comprehensive solutions that ensure each piece of content is designed to drive results.

The following components of ContentMarketing.io’s services ensure that clients see measurable results, including an improvement in search rankings, increase in brand awareness, and increase in organic search traffic.

1. Discover & Leverage Easy SEO Opportunities

Effort: Low

Execution Strategy: Use an in-house team or result-oriented agency.

One of the first steps in any successful SEO strategy is an audit.

This will identify the easiest wins you can achieve in search rankings through technical optimizations of your website, modifications of on-page content, and offsite requests for links.

During this process, you will also identify the keywords you need to target to get visibility in front of your target audiences in search engine results.

With proper analysis, you can determine which keywords will be the easiest to rank for in search and drive the most customers to your content.

Once you know what keywords your business should target, you will be able to brainstorm topics for content that help take your ideal customer through your funnel, from getting to know your brand to helping them choose your product or service.

2. Hire Domain Experts Skilled In SEO

Effort: High

Execution Strategy: Outsource

To ensure that your content delivers the results your business needs, you need more than just high-quality content written by an expert in your domain.

You need someone who understands your vertical and your audience.

You also need someone who knows how to get your content in front of your target audience in search engines.

This goes beyond adding the right keywords to your content.

ContentMarketing.io will match your business with writers who understand your industry and all of the technical, on-page, and offsite SEO needed to help search engines find and rank your content on search engine results pages (SERPs).

This will ensure that content created for your business will rank well in search and engage your target audience into taking action.

3. Use Dedicated Content Marketers

Effort: Medium – High

Execution Strategy: Dedicate members of your in-house marketing team or outsource.

In addition to being matched with writers who understand the content needed to drive search audiences to your website, you will be matched with a dedicated content marketer who oversees your full content marketing strategy.

With ContentMarketing.io, you will no longer have to coordinate with multiple writers, graphic designers, and other members of a content marketing team individually for assignments, deadlines, edits, and payments.

You will work with one person who manages everyone needed to deliver effective content.

Not only will your one point of contact be the person in charge of your content marketing strategy, but they will also be evaluated for their performance and ability to achieve the results your business desires.

Therefore, your content marketer’s main objective is ensuring your content performs to meet or exceed your business goals, whether they are to increase traffic to your website or improve your website’s overall visibility in search results.

4. Implement An Exhaustive Content Marketing Strategy

Effort: High

Execution Strategy: Outsource

Effective content marketing doesn’t begin and end with the delivery of a finished blog post.

ContentMarketing.io knows that it takes a holistic approach to ensure that your content achieves your business goals.

That is why you will receive a mixture of services designed to drive targeted traffic to your content.

These services include web design, inbound marketing, social media marketing, email marketing, search engine marketing, and paid advertising.

Using a full-scale digital marketing plan to promote your content will propel it to the forefront, helping you stand out above your competition and the millions of other blog posts that go live daily.

Without a strong plan to optimize and promote content, even the highest quality blog posts will go unnoticed by their intended audience.

Without online visibility, you can’t get the traffic you need to convert into customers.

In addition to other forms of content promotion, you will need to build natural, high-quality links to your content to help it rank higher in search results.

White hat linking services from LinkDoctor.io can help ensure content marketing success.

Inbound links are a confirmed Google ranking factor.

By acquiring natural, high-quality links to each piece of content you create, you will help boost your content’s ranking in search results.

5. Utilize Native Editors

Effort: High

Execution Strategy: Outsource

No matter where you and your customers are located, ContentMarketing.io has native and non-native editors who can polish your content and resolve readability issues so that your content matches your business’s tone and style.

While editing may not affect your content’s ranking in search engines directly, it will affect how the people who click through to your website feel about your content.

Content edited by a native editor will resonate well with your target audience and help your visitors have a frictionless experience throughout your sales funnel.

Without proper editing, visitors may feel like your content lacks authority and expertise, no matter how informative.

It may cause visitors to leave before completing the journey through your funnel or taking a specific conversion action.

If enough visitors click on your website, and then back to search results because they were unsatisfied with the quality of content, it may result in a loss of rankings due to providing a poor user experience.

Get Started With Your Dedicated Outsourced Content Marketing Team

Want to outsource your content marketing efforts with a company that is dedicated to improving search rankings, increasing brand awareness, and increasing organic search traffic for your business?

Contact ContentMarketing.io to find out how easy it is to scale up your content marketing strategy and get you the results your boss will love.