B2B Content Marketing
If you’ve ever tried writing content for a B2B business, you may have faced some challenges that B2C businesses don’t necessarily face. There are a number of ways to get sidetracked and lose focus of who you’re creating content for. Hint: not consumers. Here are some of the ways that B2B content writers can lose their way in the search for leads or engagement:
-not producing content regularly
-not utilizing the gem that is your customer service team or sales team. (They speak directly to clients, so they shouldn’t be ignored!)
-have only marketers working on content creation. (See above statement about customer service or sales team.)
For a #winning example of B2B content marketing, check out Caterpillar’s industrial-sized Jenga video that has almost 3.5 million views!
Context in Marketing and Search
There are many instances in marketing where context is critical to your message. Take the Oreo cookies example from when the lights went off at the Super Bowl in 2013. Someone on their social media team took the opportunity to promote their product and ran with it (15K retweets and we’re still talking about it 3 years later). When companies take advantage of context, it makes their marketing efforts stand out. Social media is all about getting engagement for your brand.
Rand Fishkin knows his stuff. If you want to learn about SEO, a good place to start is Moz’s Whiteboard Friday. In a recent Whiteboard Friday, he discussed how to utilize low-volume keywords in your content strategy.