Original Post From Derek Edmond
With the new year upon us, search engine marketers are focused on putting the foundation together for campaign execution throughout 2013. Central among the strategies meant to deliver B2B SEO results will be content marketing.
Just in time for preparation in the new year, MarketingProfs and the Content Marketing Institutelaunched their 2013 B2B Content Marketing Report, looking at budgets, benchmarks, and trends to watch for with B2B content marketing.
As I reviewed the report, a few key takeaways were important to me, as it pertains to B2B SEO programs we’re launching this year. After a recap of those takeaways, I’ve included my suggested checklist of questions to ask at every stage of a content marketing campaign.
The top criteria for measuring the success of B2B content marketing initiatives were Web traffic, sales lead quality, and social media sharing. SEO was a distant seventh in priority. I would argue that SEO directly impacts or is impacted by the top three.
Only 36% of B2B marketers surveyed felt that their content marketing tactics were at least “effective” last year. Only 6% of the overall total felt they were “very effective.” This leads lots of room for improvement.
With such a range in tactics, content types, and ways to measure effectiveness, it can easily get overwhelming; particularly for B2B marketers just starting out. An important component of successful B2B content marketing (and B2B SEO) is in proper preparation and planning.
Here is a checklist of action items and questions we try to run through when launching B2B content marketing initiatives for SEO; pre launch, at campaign execution, and post launch.
Prior To Campaign Launch:
At Campaign Launch:
After Campaign Launch:
I found it interesting that while the top two B2B content marketing challenges were still “producing enough content” and “producing the kind of content that engages,” there was a dramatic decline in the percentage of those B2B marketers emphasizing the latter (see chart below).
While there are other results in the survey that could support this reasoning, it seems strange given the concern about content marketing assets delivering effective results.
This seems like another opportunity for B2B search engine marketers to take the lead. As Knowledge Graph becomes a more prominent component of search relevance, in-depth search results analysis may lead to more effective content marketing execution over time, and perhaps a new action item for B2B marketers to consider.
What is on your B2B content marketing campaign action list? I would love to read your thoughts and perspective via comments below.
Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.
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