More than 91 percent of B2B marketers use content marketing and CMOs plan to increase their spending on content marketing budgets this year, making it an important tool to attract leads and convert leads to clients.
Marketers use content and will increase content because, quite simply, it works. More than 87 percent of respondents to a recent CMO Council and NetLine survey reported that content drove decisions about what companies to work with.
Making content a priority can certainly help grow a business and attract more leads and clients. To truly unleash the power of content marketing, it must also focus on SEO, a vital component of marketing.
Simply defined, SEO (search engine optimization), helps users looking for your content find it through the strategic placement of keywords in your web pages, marketing and social media.
Without keywords and SEO, your audience can’t find you and if your audience can’t find you, then why are you in business in the first place? You need leads in order to convert those leads into clients.
Using keywords in your marketing isn’t enough, though. SEO is complex and has to be part of a larger marketing picture focused on building an audience for your content. To reach optimum SEO, your content should also:
- Be original, not repurposed or reposted pieces;
- Be current, reflecting trends and news relevant right now;
- Include internal links to other content your site;
- Include external links to authoritative sources such as professional organizations;
- And avoid keyword overload.
When you build an audience for your content with these principles, then SEO will work for you.
Like many aspects of marketing, SEO is not a static concept. What your audience looks for and needs from you changes regularly.
To get the most from an SEO strategy, you need to regularly analyze and evaluate the results of your content marketing strategies to find out what works, what doesn’t and then adjust strategy accordingly.
B2B marketers will continue to use content marketing because it works. SEO can strengthen those efforts and lead to new business.