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5 Reasons Why B2B Content Marketing Works & 5 Reasons It Doesn’t

Why Content Marketing Works & Why It Doesn't

Why Content Marketing Works & Why It Doesn't It’s no secret that content marketing is a widely adopted tactic. In fact, over 90% of B2B Marketers say they’re using it to reach their larger business goals, according to the Content Marketing Institute’s 2018 B2B Content Marketing Report. However, just 24% of B2B marketers rate their content marketing as extremely or very successful. Why is content marketing working extremely well for some marketers, but not for others? What makes content marketing so effective, and what holds (your content marketing efforts) back? Well, let’s talk all about it. Content is at the center of everything we do here at TopRank Marketing. And below we dive into some of the key reasons why content marketing efforts succeed or fall short. Hopefully, this insight can help you level up your own content marketing strategy in a way that amplifies your results.

5 Reasons Why Content Marketing Works

#1 – You’re solving a problem.

While this is a fundamental marketing concept, it needs mentioning. Simply put, content marketing works when you’re able to create and deliver content that solves a specific, relevant problem for your audience. Buyers are increasingly self-directed in their research and purchasing decisions, taking their questions to search engines to find answers. That’s why it’s no surprise that many searches start with question words like how, what, where, when, and why. Your audience is looking for content that can provide them with the best answer, tutorial, guide, checklist, or another resource that can help solve their problems. So, when your content delivers exactly what your audience is looking for and where they’re looking for it, you can gain traffic, foster engagement, and nurture them to action. [bctt tweet=”Simply put, #ContentMarketing works when you’re able to create and deliver content that solves a specific, relevant problem for your audience. – @aleuman4″ username=”toprank”]

#2 – You’re targeting your ideal audience.

Successful marketing is rooted in being able to deliver the right message to the right person at the right time and on the right platform. The “spray and pray” method, where you’re blasting out content and hoping that your message sticks, can’t help you do this. But when done right, content marketing allows brands to target specific buyer personas and reach their ideal audience. When content is personalized to address buyer pain points and common questions, you can capture more qualified traffic and leads, which increases the overall value of your content marketing efforts. In our experience, successful content marketers start by defining buyer personas, identifying their relevant pain points, and mapping them to content they might find helpful based on SEO opportunities and where they are in the sales funnel (e.g. checklists, definitions, infographics, etc.).

#3 – When you leverage customer data and insights.

We live in the age of big data. Every marketer has data. Every marketer knows data holds power. And the most forward-thinking marketers are leveraging data and their practical knowledge to draw insights that can be acted upon in their marketing strategy. With data pouring into services like Google Analytics, you can see where your audience is dropping off, how they spend their time on your site, or what content has the best conversion rate. In addition, there are many public, third-party data providers that can be paired with your own data to gain more insight. Armed with this information, you can optimize your content marketing strategy based on your analysis to generate better results.

#4 – You’re climbing the rankings.

We all know that search engines help audiences find content. But without content, a brand has little SEO value. As a result, successful content marketers don’t rely only on their brand’s main website pages to draw in organic traffic. Brands that are baking SEO in from the start are able to create strategic content in many forms across their owned digital channels to expand their footprint, greatly increasing their chance of attracting more organic traffic to drive results.

#5 – You’re showing credibility, not telling.

How do customers know that you’re an authority in your industry? Or that you’re a credible source of information? When done well, content marketing allows you to become the best answer for your audience, showing them over and over again that you have the goods. This builds trust between you and your audience as they start to see you as an expert on the subjects you discuss. And because trust is strong, you can more effectively influence customers on their purchasing decisions. Creating expert content that is seen as authoritative has other benefits as well. In fact, a study from inPowered found that expert content lifted awareness by 88% more than branded content, and increased purchase consideration by 38% more. Building trust through credible content comes in many forms. Of course, capitalizing on SEO is an important piece of the puzzle. But successful marketers understand that tactical integration of a variety of content types is key. Among some of those different credibility-boosting tactics are influencer content, employee interviews, and original research and studies. [bctt tweet=”#ContentMarketing allows you to become the best answer for your audience, showing them over and over again that you have the goods. ” username=”toprank”] Read: 8 Ways to Build Credibility & Trust with Content Marketing

5 Reasons Why Content Marketing Doesn’t Work

#1 – You don’t have the resources.

Content marketing is not a “one and done” marketing tactic. Brands who start publishing and can’t stick to a schedule may find that their audience becomes disinterested, causing traffic to dip and search engines to notice the lack of publishing.  But maintaining consistency is easier said than done for most marketers. Each piece of content can take hours to research, edit, beef up with keywords, and crosslink to other pieces of content. All of this time quickly adds up, consuming additional resources and adding on to your content marketing costs. Whether you decide on a daily, weekly, or monthly posting cadence, the key is to stick with it. [bctt tweet=”#ContentMarketing is not a “one and done” marketing tactic. – @aleuman4″ username=”toprank”]

#2 – You’re putting out quantity, not quality.

Another key to content marketing success is quality. Why? Your audience and search engines demand high-quality, authoritative content. Brands that don’t dedicate enough time or effort to their content, and making sure that it truly serves a purpose, likely find their audiences don’t want to listen to what they have to say. With your audience tuned out, search engines could also see your content as less valuable, decreasing your rankings and impressions. And then you’re left asking: via GIPHY Read: The Content Marketing Juggling Act: How to Consistently Create Quality, Engaging Content

#3 – Your competition is growing.

Everywhere you look today, you’re confronted with content. Content lives in our social media news feeds, email inbox, text messages, and more. Brands and media outlets alike are all competing for an individual’s attention through content, creating a very saturated market that is ripe with competition. And if you’re executing content marketing, you could quickly start competing with yourself. For example, brands who post too frequently could decrease their overall engagement with their audience. Or, they could start creating content that’s similar to things they’ve published in the past, cannibalizing from their own work. CoSchedule experienced this dip in engagement when increasing their blog posts from two to three each week. The increase in blog posts per week resulted in a decrease of 236 social shares per post, and a decrease in page views per blog post.

#4 – The impact of your content is hard to see.

With metrics that don’t directly translate to revenue, proving the value of content marketing can be difficult. CMOs want to hear about the business you’ve been able to generate, not the page views you’ve garnered or your average session duration. While those things are valuable, they don’t prove that you’ve grown the business, supported your sales team, or produced new leads. As an example, it’s challenging to prove that just because someone read your latest eBook that they felt motivated enough to purchase your software or use your services. Because the impact of content is so difficult to measure, brands struggle with determining if their content is working or not. In fact, this is likely what contributes to only 35% of B2B marketers reporting that they measure content marketing ROI.

#5 – You’re impatient.

Generally speaking, content marketing does not produce immediate, short-term results like a traditional promotion or sale would. Content marketing strategies are designed to reach your audience at multiple touch points during their journey. Of course short-term wins are often achieved with a strategic content marketing plan, but at the end of the day, content marketing really is a long-term play. It’s about producing long-term value and strengthening your client relationships. As a result, this means you need time to really grow their content ROI into something that’s worth raving about and produces a positive return. So, if you aren’t in it for the long-haul, success will elude you. [bctt tweet=”If you aren’t in it for the long-haul, #ContentMarketing success will elude you. – @aleuman4″ username=”toprank”]

A Tailor-Made Content Strategy

From SEO value to thought leadership, there are a lot of reasons why B2B content marketing works for brands. But there are plenty of reasons it fails. Content is hard to tie into your pipeline and there are a lot of competitors vying for your audience’s attention. But if you can create a content marketing strategy that overcomes those challenges and takes advantage of those benefits, you could see amazing results from your campaigns. Not sure how you should start altering your strategy? Try starting by using these six questions you should use to guide your content marketing strategy.

The post 5 Reasons Why B2B Content Marketing Works & 5 Reasons It Doesn’t appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 SEO Mistakes Killing Your Content Performance and a Fix for Each

Common SEO Mistakes

Common SEO Mistakes

Even the most seasoned content marketers make mistakes. In the world of SEO-driven content, with constant algorithm tweaks and changing search patterns, it’s nearly unavoidable. However, those same mistakes can often lead to discoveries that enable even better content performance.

The key is being able to recognize those easy-to-fix SEO mistakes and address them. As a result, your content will become an optimized, integrated network of metaphorical highways, leading searchers to best-answer content in a strategic and purposeful way.

So, what are the most common SEO mistakes, and how can they be addressed? Below, I’ve singled out the ‘usual suspects’ along with guidance on how to fix them while setting yourself up for long-term SEO success.

SEO Mistake #1 - Choosing Target Keywords Based on Volume vs. Relevance

How Keywords Affect Content Marketers: Great content isn't great unless people see it. But when content marketers overemphasize high-volume keywords, they miss out on meaningful engagement.

It’s tempting to plug into your keyword research tool of choice and select keywords with the highest search volume as your focuses for new content. But if the content you’re creating doesn’t match the search intent for that high-volume keyword, it’s unlikely to perform to your expectations.

The Fix: Google it! All jokes aside, evaluating the first ten search results for your target keywords can help you understand what searchers are trying to find, and what supporting content you should provide to truly be the best answer for that query.

While you’re analyzing those top results, pay attention to key factors that will shape your content creation and promotion strategy:

  1. What type of information is NOT included in top content, but is topically related? This can help you inform how you differentiate your content.
  2. What’s the content demand for that keyword? For example, are mostly top of funnel blog posts ranking, or are you seeing mostly product or service pages?
  3. How many backlinks and referring domains are pointing to the top search results? This can help you understand how competitive the first page of results is, and whether or not ongoing link building should be part of your content promotion strategy.
  4. How long is the top-ranking content for that keyword? This will help you determine ideal content length for your own post.

SEO Mistake #2 - Targeting the Same Keyword with Multiple Pages or Posts

How Same-Topic Targeting Affects Content Marketers: Pressure to create comprehensive content on a topic can actually result in dilution within search.

The conventional wisdom that more is better doesn’t apply universally — especially when it comes to SEO-driven content. Creating multiple pieces of content that target the exact same keyword is a surefire way to stand in your own way of success. There’s enough competition out there for B2B marketers without having to compete with your own content.

For example, a B2B technology company that wants to rank for B2B software consulting should optimize their service page for that term based on what is currently being served in search results. But, if they also create a series of blogs or resources that are targeting that specific term, search engine bots will be confused about which page is the best answer for that query. This could result in none of the content appearing in the top 10 results, in favor of competing sites with a more clear ‘answer’ to that query.

The Fix: Determine which of your pages or posts is the best answer for that particular query by analyzing ranking and analytics data. Which post or page sees the greatest amount of engaged organic traffic for your target keyword, and most closely matches the associated search intent?

Once you’ve determined your target page, it’s time to evaluate the remaining content targeting that keyword. Look for opportunities to:

  1. Remove or prune low-value or outdated content. Is there a blog post full of stats from 2009 that’s hindering your priority page’s chances of ranking? It might be time to consider removing that post and implementing the proper redirects.
  2. Optimize existing content for related, but different, keyword targets. For example, if you have a priority post for Chocolate Chip Cookies, and another post that more closely relates to ‘Crunchy Chocolate Chip Cookies’, consider optimizing that post for the latter and implementing internal links back to your priority cookies post.
  3. Combine closely related content. For example, if you have several blog posts around your targeted keyword(s), consider combining those posts into a longer, more robust piece of content.

SEO Mistake #3 - Ignoring Internal Link Structure

How Internal Linking Affects Content Marketers: Links are like electricity on the web, lighting up content for people and search engines alike.

Content is discovered by links. Your site’s internal linking structure tells bots (and users) which pages are most important, and which pages are most relevant to specific keywords. If you link to several pages from the same anchor text, for example, there will be some confusion about which page is truly ‘about’ that topic. Other times, you could have pages or posts on your site that are orphaned, with no internal links directing users or bots their way. This can confuse your site users, search engine bots, and even your own team. Confusion is not a ranking factor!

The Fix: Make sure you develop and continue to update your site’s keyword map. It can be as simple as a spreadsheet that lists your page’s URL and associated target keyword(s). This keyword map will help you determine what anchor text should be used to link to your target pages.

Next, conduct a site audit to determine:

  1. If there are orphaned pages that need internal links
  2. If you are linking to multiple pages with the same keyword-rich anchor text
  3. Where there are opportunities to create additional supporting content
  4. Where you might have opportunities to reduce and prune existing supporting content

Next, you’re going to want to crawl your site to find any orphaned pages. Then, map those into your overall keyword strategy and implement internal links.

SEO Mistake #4 - Ignoring Data from Other Digital Tactics

How Marketing Data Affects Content Marketers: Inspiration often drives ideation for many content marketers, but data drives optimization for ideal content performance. Marketing performance data can provide both.

Any data you can collect about how your audience engages with your content has the potential to be an SEO gold mine. For example, analyzing the keywords from your paid search campaigns can give you insight into which keywords are your best converters, and what content best suits searchers for those terms. Social posts that get the greatest amount of engagement can tell you which topics your audience is most interested in. Ignoring data from your other marketing and sales channels means missing out on an opportunity to better engage your prospects.

The Fix: Meet with different teams or departments to find out what kind of content performs best on their channels. Look at the data each platform or channel provides and compare that with your site analytics data for a full picture. And, be sure to share your channel performance data with the rest of your marketing team. The more information available related to content and marketing performance, the better equipped you are to optimize.

SEO Mistake #5 - Giving Up

How Persistence Affects Content Marketers: Content performance in search is a long game and persistence is essential for success.

SEO is a marathon, not a sprint. Sometimes a lack of results can feel demoralizing, but giving up is simply not an option. You wouldn’t stop building your house just because the nearest lumber yard ran out of wood, right? You’d find another lumber yard and keep plugging along.

The Fix: Take a step back. Re-evaluate the search landscape, your competitor’s organic presence, and your site’s overall health. Being able to remove yourself from the frustration can help you find opportunities you may have missed and additional whitespace to tackle.

Next, seek out advice from other SEOs. Ask questions on social media, in specific groups or forums, or send a question to your favorite SEO blog. If budget permits, enlist the help of a consultant or SEO agency that can help you break through your roadblocks.

Finally, we have two big SEO bummers that are tougher to fix, but absolutely necessary to address.

Bonus SEO Mistake: Migrating Your Site with No SEO Plan

How Migrating Without a Plan Affects Content Marketers: A bad migration can effectively undo your hard work, reducing content visibility and creating more user friction.

If you listen closely, you can hear the sound of SEOs cringing around the globe. A botched site migration can wreak havoc on your organic positioning and torpedo your results. It can take months, even years to recuperate organic visibility to pre-migration levels.

The Fix: Always, always consult your in-house SEO team or SEO agency when you’re considering a website migration. Before you move forward, it’s imperative you have a plan for technical, on-page, and off-page factors.

If you’ve already migrated your site and have experienced a loss of organic traffic and rankings, start with a site audit. Check for the basics, like whether or not your site is being indexed, first. Then start to evaluate technical factors like broken links, crawl errors, and duplicate content.

When in doubt, don’t hesitate to reach out for help. Recovering from a site migration is a challenge for even the best of SEOs, and sometimes those big challenges call for a little teamwork.

Bonus SEO Mistake: Not Optimizing for Mobile

How Not Optimizing for Mobile Affects Content Marketers: Even the greatest content can’t stand up to a bad mobile experience. Users will bounce, reducing engagement and sending negative signals to search engines.

Mobile accounts for about half of web traffic worldwide. Knowing this, in March 2018 Google started migrating sites to mobile-first indexing. Providing a seamless mobile experience is no longer optional, especially when you’re living in the wild world of search.

Sites that didn’t properly prepare for this can and will likely see some declines in organic search traffic and rankings as a result. And, as more sites follow mobile best practices, more users will notice and become frustrated by poor mobile experiences. This leads to declines in other pivotal ranking factors like on-page engagement. In short, if not properly addressed, a poor mobile experience can wreak havoc on your search visibility.

The Fix: The first thing to do is to conduct a mobile audit on your site. Understanding your site’s mobile performance is step one toward making improvements. Look for things like:

  1. Mobile site speed. A couple great tools for this are Google Page Speed Insights and Pingdom. These tools can tell you where to look for issues like slow-loading code, images that aren’t optimized, and other technical issues.
  2. Mobile experience. Visit your site on your phone. Ask someone who doesn’t use your site regularly to do the same. Record your experience, take notes on where you get stuck and why. Click on everything. Turn your phone into horizontal mode. Try to think of every single way a user could browse your site. And, don’t forget to try a site search on mobile.
  3. Look at mobile analytics. This will tell you key metrics like mobile bounce rate, mobile time on page and pages per session.

These steps will help you build a hypothesis to test against. Is your mobile bounce rate crazy high? Does your site take a long time to load? Is your time on page way out of line with desktop traffic? Then, use A/B testing to root out the discrepancy. Use these same metrics to test if the fix is working. Then, repeat with another element.

So, What Does This All Mean for You?

Ultimately, following SEO best practices as a content marketer can reduce performance-related headaches and set you up for long-term success.

For example, when Innovatech Labs decided it was time to make major changes to their website, they worked with our team at TopRank Marketing to implement a safe website transition strategy, minimizing their risk of reduced content visibility on Google. This assessment involved avoiding many of the big risks mentioned above, including linking, use of data and keyword research which allowed us to act quickly post-migration to combat organic traffic declines. The result? Double- and triple-digit increases in organic traffic (and increased conversions, too!).

A best-answer content strategy focused on creating content with the most relevance to their audience was the ticket to better marketing performance for a martech SaaS company. Working with the team at TopRank Marketing, long-tail and hyper-relevant keywords were researched for a comprehensive content strategy to help the brand content become the best answer for those queries. The “best answer” approach and topics were applied across organic and paid efforts. As a result, the volume of both paid and organic MQLs increased, leading to better content performance and spontaneous proclamations of love from the client’s sales team.

Fixing these big SEO mistakes aren’t only for short-term wins. Our longtime partner Antea Group USA has achieved amazing triple-digit growth over three years by avoiding these big mistakes and implementing an ongoing commitment to SEO-driven, best answer content.

As I mentioned earlier, even the most experienced content marketers can make these common SEO mistakes. But, with the right SEO strategy driven by diligent execution and monitoring of results, you can get back on track. The key is to be intentional about your site’s architecture, as well as the content you create, and to never, ever give up.

Still feeling stuck? Or maybe your team doesn’t have the resources to take on this battle alone? Check out our SEO services, tweet us your thoughts @toprank, or drop me a line in the comments. We are here to help!

The post 5 SEO Mistakes Killing Your Content Performance and a Fix for Each appeared first on Online Marketing Blog - TopRank®.

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