How to Build an Effective B2B Content Marketing Strategy
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We teamed up with our friends at BrightEdge to help you tackle today's toughest B2B content marketing challenges. Watch the webinar on-demand and start creating content that converts!
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How to Build an Effective B2B Content Marketing Strategy
- 1. HOW TO BUILD AN EFFECTIVE B2B CONTENT MARKETING STRATEGY ERIC BERGMAN BrightEdge, Director, Client Services AMI PATEL DemandWave, President LAUREN BLECHER DemandWave, Director, Marketing FEATURING BRIGHTEDGE
- 2. WE OPTIMIZE LEAD FLOW FROM CLICK TO CLOSE TO DRIVE MORE SALES-QUALIFED LEADS FROM DIGITAL. DEMANDWAVE IS THE PREMIER B2B DIGITAL MARKETING AGENCY. SEO SEM CONTENT DESIGN ANALYTICS
- 3. 1300+ customers Billions of pieces of content, keywords, and rich media 10/10 online retailers 8/10 hotel groups 8/10 tech companies 41% Fortune 100 Partnering with: Leaders select BrightEdge BrightEdge is the Global Leader in Enterprise SEO 100 TB of data/week
- 4. There’s been a dramatic shift in who makes the B2B purchase decision and how the buyer arrives at that decision. B2B marketers face two major challenges. Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014. Almost half of all B2B purchase influencers are millennials. Organic search is the #1 resource for B2B purchase research. On average, a prospect performs 12 searches before engaging on a brand’s website.
- 5. Organic Search is the largest traffic driving channel 83% click organic listings 17% click ads 5% 10% 34% 51% Organic Search Paid Social Email Display Referred Other 5 Traffic Source: BrightEdge Channel Research Report, 2014
- 6. BUT, JUST 30% SAY THEY’RE EFFECTIVE AT CONTENT MARKETING. 88% OF B2B MARKETERS USE CONTENT MARKETING. Source: Content Marketing Institute, “B2B Content Marketing: 2016 Benchmarks, Budgets, and Trends – North America.”
- 7. Measuring content ROI is still a major challenge. Source: DemandWave, “2016 State of B2B Digital Marketing Report.” In fact, marketers are actually finding it more difficult to prove ROI now than ever before.
- 8. Measuring content ROI is still a major challenge. In our 2016 State of B2B Digital Marketing Report, 29% of B2B marketers said ROI was their biggest challenge. 16% 24% 29% 0% 5% 10% 15% 20% 25% 30% 35% 2014 2015 2016 %ofmarketersthatname“provingROI”as theirbiggestdigitalmarketingchallenge. Source: DemandWave, “2016 State of B2B Digital Marketing Report.”
- 9. Content competition is steep. Over 27 Million pieces of content are shared each day. Source: BrightEdge, “The Three Essential Elements of Content Performance Marketing.”
- 10. A successful content strategy reaches and influences the leads that count. Efficient content creation is key.
- 11. 1 Optimize your content marketing mix for sales-qualified leads and revenue. Make content for both humans and search engines. Successful B2B marketers must: 2 Effective B2B content marketing depends on two basic factors.
- 12. STEP 1 DEFINE WHAT CONTENT MARKETING SUCCESS LOOKS LIKE. LET DATA BE YOUR COMPASS.
- 13. For 66% of B2B marketers, it’s all about leads. 38% of marketers take it a step further with sales-qualified leads. What is the #1 objective of your marketing efforts? Deliver quality leads 38% Drive more leads 28% Improve brand awareness 14% Increase marketing ROI 10% Increase website traffic 7% Other 3% Source: DemandWave, “2016 State of B2B Digital Marketing Report.”
- 14. Email tops the chart for both usage and revenue, but SEO comes in as a close second for revenue. Which digital marketing channels are the most effective? 95% 93% 88% 64% 47% 0% 75% 44% 67% 47% 28% 5% 59% 23% 49% 34% 17% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Social media Organic search Paid search Display Not sure Which of the following channels are a part of your digital marketing mix? Which of the following channels drive leads for you? % of marketers that find these channels drive revenue for you?
- 15. But, when we compare B2B marketers with multi-channel attribution vs. those without attribution, the results shift significantly. Which digital marketing channels are the most effective? Which of the following channels generate revenue for you? 44% 35% 33% 26% 24% 16% 72% 10% 65% 38% 48% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% Email Not sure Organic search Social media Paid search Display Marketers without attribution Marketers with multi-channel attribution
- 16. In our fifth annual State of Digital Marketing Report, we asked B2B marketers which content marketing tactics were most effective in terms of leads and revenue. Which content marketing tactics are the most effective? 80% 77% 76% 76% 70% 69% 17% 1% 29% 32% 44% 61% 25% 58% 5% 16%18% 19% 32% 39% 13% 41% 5% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Videos Blogs Case studies Whitepapers Infographics Webinars Mobile apps Not sure Which of the following content types do you produce? Which of the following content marketing tatics drive leads for you? Which of the following content marketing tactics drive revenue for you? Source: DemandWave, “2016 State of B2B Digital Marketing Report.”
- 17. It gets significantly harder for marketers to measure content performance without multi-touch attribution. Which content marketing tactics are the most effective? 52% 22% 22% 20% 19% 15% 9% 4% 26% 36% 33% 40% 33% 33% 21% 14% 0% 10% 20% 30% 40% 50% 60% Not sure Whitepapers Videos Webinars Case studies Blogs Infographics Mobile apps Marketers without attribution Marketers with multi-channel attribution
- 18. Tackle the content ROI challenge. Implement multi-touch attribution reporting. For example, here’s our KeyTouch Attribution at work in Salesforce.
- 19. Tackle the content ROI challenge. This way you can measure content success in terms of conversion rate to sales-qualified leads and revenue. Landing Page / Keyword Theme Leads Opportunities Deals Closed-Won Revenue Marketing Automation Software 10 5 1 $100,000 Sales Enablement 50 15 2 $60,000 Analytics Solution 100 20 4 $80,000 Total 160 40 7 $240,000
- 20. STEP 2 MAKE CONTENT FOR HUMANS & SEARCH ENGINES.
- 21. IF A TREE FALLS IN THE FOREST, AND NO ONE IS AROUND TO HEAR IT, DOES IT MAKE A SOUND? THE SAME GOES FOR CONTENT. CONTENT DISCOVERY IS EQUALLY IMPORTANT.
- 22. 1. Run a content gap analysis. Do you have enough content to cover each stage of the buyer’s journey? Awareness Consideration Comparison Conversion Retention/Upsell Website visitor Form fill out (MQL) Ready to talk to sales (SQL) Closed-won deal Customer considers investing more. % % % %
- 23. 2. Anticipate demand with organic search. Focus on long-tail, high-converting keyword themes first and work up to competitive, high-volume terms. SearchVolume Keyword Length High competition; informational searches Low competition; transactional searches Low High Short Long-tail
- 24. 2. Anticipate demand with organic search. If you’re just getting started, identify which search terms are low-hanging fruit.
- 25. 2. Anticipate demand with organic search. Which relevant keywords are in striking distance of page 1?
- 26. 2. Anticipate demand with organic search. Flesh out topic themes with fast semantic research
- 27. 2. Anticipate demand with organic search. Create a content creation roadmap. Align new keyword themes to your funnel. Buyer Stage Awareness Evaluation Purchase Content Type & Topic Search Query Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. Product Page: “Search Opportunity Forecasting: Measure & Predict the Financial Value of Content..” BrightEdge cost Blog: “Understanding Share of Voice in Digital Markets.” Share of voice advertising Product Page: “Competitive SEO Analysis” Competitor analysis SEO report
- 28. Win more customers by mapping keyword themes to user intent. Are these transactional or informational keyword themes? Buyer Stage Awareness Evaluation Purchase Content Type & Topic Search Query Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. Product Page: “Search Opportunity Forecasting: Measure & Predict the Financial Value of Content..” BrightEdge cost CTA Download our SEO eBook. Watch the video Request a Demo 2. Anticipate demand with organic search. Blog: “Understanding Share of Voice in Digital Markets.” Share of voice advertising Product Page: “Competitive SEO Analysis” Competitor analysis SEO report
- 29. 3. Be proactive with competitors. Identify what’s working for the competition - and what’s not working. Source: BrightEdge Competitor Analysis
- 30. 3. Be proactive with competitors. Dig into the keyword gap analysis. Identify where they rank, where you don’t, and why. Source: BrightEdge Competitor Analysis
- 31. 3. Be proactive with competitors.
- 32. 3. Be proactive with competitors. Identify your top natural search competitors at each stage of the funnel, and how much market share you have Source: BrightEdge Competitor Analysis
- 33. Build a winning B2B content marketing strategy. 1 Optimize your content marketing mix for sales-qualified leads and revenue. Create content for both humans and search engines.2 Run a content gap analysis. Do you have enough content to cover the funnel?3 Identify low-hanging fruit and map those keyword themes to content topics/landing pages.4 Develop a proactive competitor strategy based on what’s working and what’s not.5
- 34. READY TO GET MORE OUT OF DIGITAL? DISCOVER HOW TO START DRIVING MORE SALES- QUALIFIED LEADS TODAY. 1 How to prioritize content creation to lift organic traffic and conversions. Actionable steps to outrank competitors and win more SERP real estate. Get a free content marketing analysis from our team. We’ll cover: 2 How to drive more sales-qualified leads with smart conversion rate optimization. 3 800.619.1570 results@demandwave.com
Notes de l'éditeur
- LAUREN Hello and welcome to today’s webinar! We have a great topic lined up for your today “How to Build an Effective B2B Content Marketing Strategy”. Today’s webinar is especially exciting because we have Eric Bergman here with us, Director of Client Services at BrightEdge (Eric says hi) as well as our President, Ami Patel (Ami says hi). We’re proud to be a BrightEdge partner, we use their platform to help drive more qualified, organic traffic to our clients’ websites and we’re thrilled to have Eric here with us to day to tackle what we see as some of the biggest challenges in B2B marketing.
- LAUREN We are a B2B Digital Marketing Agency in SF Bay Area. Since 2004, we’ve been helping clients win more SQLs via SEO, SEM, Content Marketing, Website design, and Attribution Analytics.
- ERIC Hi, I’m Eric, and as Lauren mentioned, I’m a Director of Client Services at BrightEdge. In case you aren’t familiar with my company, we are the market leading enterprise SEO platform. BrightEdge works with over 1300 customers and 8500 brands, who use the technology to rank well organically for their important content. In terms of who specifically uses BrightEdge, our customers consist of most of the major players across many verticals and you see a few examples here, but by using BrightEdge, smaller players also gain the ability to scale organic search presence and be competitive with larger companies in seo. That’s because we analyze billions of web pages and keywords each week, processing over 100 terabytes of data each week, for industry-best visibility and strategies to improve seo performance.
- AMI We’ve seen a major shift in the B2B buyer’s journey over the last few years. Nearly half of B2B purchase influencers are millennials, a generation that is native to digital. Which makes sense when looking at our next statistic: a prospect performs 12 searches before engaging with a brand’s website. Before they even identify themselves as a buyer, they are making their own way down the buyer’s journey without even contacting you. This makes organic search, and specifically content marketing, all that more important for businesses to focus on, and get right. [next slide]
- Eric And when BrightEdge has conducted research looking at its massive data set and speaking with our customers, we see that Organic Search is the largest traffic driving channel on the internet, sending more traffic to websites than all the other channels combined, including paid, email and social. And it makes sense doesn’t it? Because customers tell us what they want through organic, they tell us what content to deliver at every interaction, what they’re looking for, the questions they have, the problems they’re trying to solve, the experiences they want. Yet, as marketers we sometimes go to what we know and are comfortable with, and focus a majority of our time and resources on other channels, even when they don’t perform as well.
- AMI The good news is, in a 2016 study from Content Marketing Institute, 88% of B2B marketers said they already use content marketing. The bad news? Just 30% describe their companies as effective at content marketing. For a marketing tactic that is so widespread and commonly used, why don’t we see a better success rate?
- AMI Measuring content ROI is still a major challenge. In fact, marketers are actually finding it more difficult to prove ROI now than ever before.
- AMI In our 2016 State of B2B Digital Marketing Report, 29% of B2B marketers said measuring ROI was their biggest challenge. As you can see, this issue has only gotten worse over time. Not measuring ROI of content means you are spending a lot of time and resources without gaining any true learnings to create a scalable/repeatable process
- AMI Because of the lack of ROI attribution for content, we have started to produce anything and everything, hoping something sticks [with no real way to tell what stuck]. The result is over 27 Million pieces of content are shared each day. It’s no wonder prospects may be starting to experience “content shock.” Think about your own day-to-day, how many times a day is content shoved in your face? On Social Media, in your email, through display ads, even when you are just trying to play some Candy Crush between meetings, content is everywhere. What does this mean for marketers? Our job is getting harder by the day, which makes it even more important to create an efficient, repeatable, and creative content marketing plan.
- AMI Efficient content creation is key. A successful content strategy reaches and influences the leads that count. In that same 2016 study from Content Marketing Institute, 73% of the most effective B2B marketers planned to produce more content [this year], which is great for users. However, the least effective plan to produce even more: 81%. In other words, creating more content is not the answer. Creating valuable content for the right prospects, making it available when they are consuming content, and hitting them at different stages of their buyers journey, is what will make sure you can prioritize your efforts to focus on what will deliver a return. Simple right?
- AMI It’s simple in theory, but difficult in practice. That’s why we’re going to break down the secrets of B2B content marketing success today. Effective B2B content marketing depends on two basic factors: Optimizing your content marketing mix for sales-qualified leads and revenue. Efficiently use your resources to create the content that works, instead of a lot of content that doesn’t. Creating for both humans and search engines. Often we focus on creating this beautiful masterpiece of content, and don’t optimize for search; taking a field of dreams approach to content and thinking if I build it, they will come. Great movie tagline, very poor content marketing strategy. We are going to talk about how to take more of a balanced approach that can drive eyeballs to your content when they are looking to consume it.
- LAUREN The first step is defining what content marketing success looks like.
- LAUREN In our State of B2B Digital Marketing Report, 66% of B2B marketers tied success to lead gen. More specifically, delivering quality leads was the #1 choice at 38%. B2B marketers are less concerned about lead volume and more focused on driving sales-qualified leads.
- LAUREN So, we wanted to find out “Which digital marketing channels are the most effective?” for bringing in those sales-qualified leads. Email takes the cake for revenue, yet this is also one of the easiest channels to measure ROI. Let’s compare what happens when we filter responses for B2B marketers that have multi-touch attribution vs. those who have no attribution.
- LAUREN When we asked: “Which of the following channels generate revenue for you?” and then compared marketers with multi-touch attribution to those without attribution, SEO ROI nearly doubles for those that can measure ROI. This highlights a huge blind spot for those that can’t connect the dots from click to close.
- LAUREN Then we asked which content marketing tactics were most effective in terms of leads and revenue. As you can see, 36% of B2B marketers aren’t sure which content marketing tactics drive revenue. The majority of marketers invest in a wide range of content marketing tactics including whitepapers, case studies, infographics, webinars, blogs, and videos. Interestingly, videos are the most widely used content format, but they trail behind webinars, whitepapers, case studies, and blogs in terms of revenue. Whitepapers are considered the most-effective content marketing tactic for lead generation, but webinars finish a close second. Webinars however do take the top spot for perceived impact on revenue. But, how does this change when we compare marketers with or without multi-channel attribution?
- LAUREN When we compare B2B marketers with multi-channel attribution vs. those without attribution, the results shift significantly. As demonstrated by “not sure” leading with 52% for those without multi-channel attribution, it gets significantly harder for marketers to measure content marketing performance without attribution. Webinars notably double in revenue impact for those with multi-channel attribution.
- AMI One way to solve this issue is to implement multi-touch attribution reporting within your CRM. Our KeyTouch Attribution allows us to plug in front end data in to your backend CRM and be able to view attribution data directly within your CRM. Looking at this example, you can get an idea of both the originating content, as well as the converting content. In this specific example, the original click was also the converting click. But if you think about structuring content for different stages of the buying cycle, having data on both of these events is very important in determining ROI of your content, as well as properly structure your content plan for the future. When thinking about different stages of the funnel, and providing content for each stage, if you use a traditional last touch model, you are risking improperly valuing content that is bringing users into the funnel, which is just as important as the converting content. Having attribution setup is a major key to success in building a scalable and efficient content marketing plan.
- AMI This way you can measure content success in terms of conversion rate to sales-qualified leads and revenue. Looking at this sample report, if you just looked at front end data, you would assume that you would need to pour more resources into the “analytics solution” theme as it drove 100 leads. But looking at the backend metrics, you would see that maybe you need to scale up more content around “marketing automation software” as that drives opportunities at a higher rate, and also has a higher average deal size. This can even drive your other your strategy around other tactics like internal linking. Seeing that this landing page is driving opportunities and high average deal size, I would want to find creative ways to drive users from high traffic pages, down the funnel and into this high opportunity page. This is a far bigger topic for another day, but you get the point.
- LAUREN Thanks Ami! Now let’s get Eric’s take on the second step: Engaging prospects at the moment they’re searching for you by creating content for both humans and search engines. ERIC Yes, the second step is to create and/or optimize your content. And marketers need to keep both prospects and search rankings in mind when building a content marketing strategy. Now, you should always write for people first, but also consider the search engines. Search engines and people technically want the same thing, which is relevant and valuable content; in fact the search engines are designed to machine learn which results are most relevant for people.
- ERIC We’ve all heard the saying, “If a tree falls in a forest, and no one is around to hear it, does it make sound?” Similarly, if you have great content, but it isn’t optimized and doesn’t rank in search engines so that no one finds it – then does it matter? If your content is not seo-optimized, even if you’re intending to use it for other channels, you're forsaking the people who are actually looking for you, and the largest traffic driving marketing channel.
- ERIC A great place to start is to run a content gap analysis using the customer funnel. This way, you can make sure to have the content to attract, engage, and convert customers, at each stage of the funnel. Accelerate the funnel with topics that matter most to prospects. Run a content gap analysis. Do you have enough content to address each phase of the buyer’s journey? We need to understand what content pieces are performing at each level of the funnel, and not just based off our own first party data. That gives you only a limited view of audience demand. These days, we have access to massive organic search indices, such as the BrightEdge Data Cube which we’ll talk about more shortly, to get insights from across the entire web, not just our own properties. So in the new digital marketing landscape, we can really understand what topics are in highest demand by our target audiences overall, which topics will resonate, and also what our competitors are doing online that is successful for them. This content gap analysis will also help us remember not to get stuck at the bottom of the funnel, with content that really only speaks to your product or service, and why it’s better. Top of the funnel content is critical for gaining mindshare as the go-to company in your space, connecting with your audience, building trust, and becoming an authority. So pay particular attention to your content gaps higher in the funnel.
- ERIC We can align content creation with SEO opportunities to win more sales-qualified leads. BrightEdge Data Cube is a reverse index of Google, containing billions of pieces of keyword and content level data, the largest data set in the seo technology space. Analyzing the data set and filtering it down, we can identify new keyword and content opportunities, for example the lowest hanging fruit to drive business impact. One place to start is to focus on long-tail, high-converting keyword themes first, and work up to your more competitive, high-volume terms.
- ERIC So how specifically can we identify the lowest hanging fruit. Well, we can look up our web properties, and see all of the keywords ranking in our footprint, and for which content, trended over time. BrightEdge for example, is ranking for more than 5,000 keywords in our own index, which represents 5,000 content opportunities. If I apply a few quick filters, to look for long tail, relevant keywords that rank just below page 1, so that if we optimize and drive them onto page 1 we’ll receive far more traffic, then I’m left with in this case 160 Striking Distance Opportunities.
- ERIC So I’ve narrowed down opportunities to high impact, striking distance ones, and next I’ll want to prioritize further by sorting by search volume, in other words which terms have the most market demand. I can then pick our the high volume terms that are most relevant to my business, and start there. I get to see my ranked content on these terms, so those are the first pieces of content to optimize. If I don’t have a great piece of content yet that truly answers the search intent behind the keyword, then I know this is a new content opportunity.
- ERIC Once I have my initial topic themes, for my low hanging fruit content topics, I can flesh out optimization opportunities with semantic keyword research. If I query my content topic, I instantly get a list of other terms with related search intent, and can cherry pick the ones with good search volume, high keyword value, and less competitiveness.
- ERIC Once we identify our high opportunity keyword themes, we want to then map the those themes to your funnel and landing pages, to ensure we’re adequately serving the buyer’s journey, considering that 2/3rds of the buyers journey happens online in B2B. We want touchpoints the entire way. (Links to BrightEdge examples) Awareness Blog: http://www.brightedge.com/blog/understanding-share-of-voice-in-digital-markets/ Product Page: http://www.brightedge.com/competitive-seo-analysis Product Page: http://www.brightedge.com/blog/top-5-seo-tips-for-your-ecommerce-site/ AMI – This is a very important note here. I see a lot of companies fail to properly segment their content and understand the “why” behind the content they are creating. We talked earlier about prospects making 12 searches before interacting with a potential solution provider, so you need to provide content that drives a user down the funnel and from start to finish. Otherwise, your competitor will go ahead and do that for you. The key is to understand your buyer at each stage and what they are looking for, and then use BrightEdge to find the keyword themes that align with that stage and optimize your content for those keywords. The ONLY way to align the keyword theme with the stage? DO THE SEARCH! Google has what seems like infinite data on online human behavior, their search results are a pretty good indicator on what that data is telling them about intent.
- ERIC And maximize customer acquisition by mapping keyword themes to user intent, so that the content’s call to action can appropriately match the user intent. Ask the question, are these transactional or informational keywords? AMI – Once again, very important. Use CTAs that align with each stage, and can continue to drive users down the funnel. Most times when users engage with content, they do it Netflix style and binge consume, so use internal linking and CTAs to keep them on your site and engaged. This is also a common miss in content, not engaging users to get them to perform the next step. Think about Amazon’s “people who viewed this item also viewed…” – this is an extremely profitable tactic they use to keep users on their site and continue to buy when even when they thought they were finished. In the world of content, you are competing for the users time. When you have it, you must take advantage.
- Eric Finally, we can build a proactive competitor strategy. We can identify our full content and keyword gap with any competitor on the web, and hone in specifically on the content that is working for them to drive strong organic search traffic, in the areas where we are not getting it. For this we would use our Data Cube site comparison feature.
- ERIC You can dig into the keyword gap analysis, which will identify all of the terms for which the competitor ranks and you do not, and the content they have that is allowing them to rank. Since you of course don’t have access to your competition’s web analytics platform, we can use this massive index to measure your full organic search traffic gap with a competitor; in other words, where and why are they getting organic traffic that you are not getting. Closing these gaps at each stage of the customer journey can drastically improve your organic share of voice, on your relevant topics.
- ERIC For example, a lot of our content competitors were writing articles recently about an update to the layout of Paid Search Listings in Google, and we saw that this was a content gap. Even though BrightEdge doesn’t directly manage the Paid Search channel, we took the insight and wrote a blog post about the affects of the Paid landscape change on SEO, and now this topics is also driving organic traffic to our site. AMI – Another good example. BrightEdge did a good job of using an industry-topic that they might not be directly involved in to capture traffic and relevant users, as a lot of folks who are in charge of paid search are also in charge or working with the person in charge of SEO. Another use case here is if you have a product or service that is “new” or “revolutionary” to your industry. A common issue we have encountered is that internally, people say “we are not ‘x’ because we are better than that and more advanced, so we call it ‘y’”. The problem is no one calls it that yet, and no one knows your product exists. The workaround is using the keywords that you are not ranking for and educate the market. For example, a blog post labeled “SEO: Why we do Search Experience Marketing, not Search Engine Optimization”.
- ERIC If you need help identifying your true organic search competitors in the first place, in other words, the competitor sites that are winning in organic search currently, we can generate Share of Voice reports to show the complete competitive content landscape, and your relative market share in organic search, for each stage of the funnel: Awareness Content, Consideration Content, and Decision Content. In this way we can see if you are underserving 1 or more of the funnel stages, and who you should be looking to take market share from in your content gap analyses. You may also find that your top online competitors are not the usual suspects, when you think about your traditional offline competitors. Or perhaps that there is a new competitor entrant, who although they are a smaller brand, is a key online competitor, taking traffic and revenue.
- AMI 1: In order to make your content marketing plan more efficient and predictable, have attribution in place to focus your content mix on what drives results in terms of sales-qualified leads and revenue 2: Don’t take the Field of Dreams approach, optimize your content for users and search engines 3: Run a content gap analysis and make sure you have the content necessary to drive users all the way through the funnel 4: Identify keyword themes that are “low hanging fruit” to take garner some quick wins and build confidence in your plan 5: Be proactive with your competitors and efficiently monitor gaps you may have in your own content and make sure you are always finding new areas of content expansion [if relevant, obviously]
- AMI Before we move to Q&A, we wanted to offer our webinar attendees a free content marketing analysis from our team. We’ll cover: How to prioritize content creation to lift organic traffic and conversions. Actionable steps to outrank competitors and win more SERP real estate. How to drive more sales-qualified leads with smart conversion rate optimization. Give us a call, send us an email, or just let us know in the Q&A chat and we’ll follow up with you to get started. And, now we’ll hand It over to Lauren for questions.