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Writing for Your B2B Blog How Content Strategy, Engineering and Deployment
Drive Results
Shelly Kramer, @shellykramer
© 2014 V3 Integrated Marketing
What’s Going On• 400 million tweets per day• 277,779 tweets per minute• 4.75 billion pieces of content
shared on Facebook (a 94%
increase from 8/12-5/13)• 3,298,611 pieces of content shared/min• 100 hrs of video uploaded toYouTube
each minute@shellykramer
What About LinkedIn• 200 million users worldwide• 2 new members sign up every minute• 35% of users access the site daily• 61% of users use LinkedIn as their primary social network
(22% Facebook, 4% Twitter)• 2.6 million companies have Company Pages• There are more than one million groups• 81% of members belong to at least 1 group• LinkedIn is the most important platform for B2B marketers• LinkedIn generates more leads for B2B marketers than
Facebook, Twitter or Blogs
Consumers Do Their Homework
Google’s Moment of Truth Research surveyed tens of thousands of consumers across many categories. In just one year, they needed twice as much information before buying the same stuff. Why? Mobile devices.
2010 – 5.3 sources2011 – 10.4 sources
No barrier to knowledge. No friction to learning. If you make a bad decision, you’re just lazy, because all the information to make a good one was in your pocket.
How Decisions Are Made
In the B2B space, buyers contact a sales rep only after 70% of the
buying decision has been made (Sirius Decisions, 2012).
Relationships are created with information, not just with people.
SEO Truth
• There is no true Page 1 of Google anymore• Personalization matters. There’s no such thing
as THE search result• No one searches for your keywords anymore• Google changes daily
Today….
Every company is a media company.
Every company needs a content strategy.
Every company needs a social media presence.
Every company needs to understand the importance of connecting social and content to business objectives
Common Pre-Panda/Penguin SEO Tactics
Identify key areas of search engine algorithm that can be manipulated to gain top rankings.
Implement techniques including link building, content spinning, on-page SEO manipulation, ezine article writing, mass press release distribution, doorway pages.
Test, tweak, test.If penalized, adjust or start over with a different
web property.
Post Panda/Penguin SEO TacticsCreate content in multiple iterations that benefit
your audience. Video, blog, images, white papers, webinars, presentations, infographics.
Curate content, deliver it in ways that benefit your audience.
Create networks using social media channels that help distribute that content and get it read and shared. More views = more shares = more authority and credibility = greater search visibility.
Post Panda/Penguin SEO Tactics
Build an audience. Do something to earn it.Build links from other sites that not only drive
traffic, but also qualified leads.Focus on serving your customers and prospects
by delivering a great UX. Give them fast website speed, content in a variety of different mediums to suit their preferences, solve their problems, answer their questions, help them grow their businesses.
Start With Competitive Analysis
What are we doing?What are our competitors doing?What kind of content are they
creating? Where do we have opportunities?Where do we suck?What can we realistically handle?
Our Prospects + Social
Who are our prospects?What are they doing?
Where do they hang out?
What do they talk about?What language do they use?
What do they need?How can we serve them?
Our Company + Social
What does success look like?How will we measure it?
Who will “own” this?
How will we train, support, mentor and empower them?
Can we do this without help?
All Impact Search Reputation + Brand
• Facebook• Twitter• LinkedIn• YouTube• Pinterest• Google+• Tumblr• Instagram
Inbound Marketing Drives Business
But you have to feed the inbound marketing machine, and you can’t do it with only SEO. Great content
is critical. And strong social networks is how you make content a successful lead
generation engine.
Why Inbound?
Inbound marketing generates more leads for longer periods of time than traditional marketing.
Companies Generating
…than those with no online leadsSource: Hinge Marketing Institute, http://www.hingemarketing.com/uploads/Hinge_Online_Marketing_Study.pdf
40% or more leads online
Grew 4x faster
They Focus On
Creating Content Smart SEO
Connecting Social Media to Business Initiatives and Leveraging It
Email Marketing (building and using their list)
And the fact that Data Drives Strategy
What Do High Growth Companies Find Most Effective?
SEOCreating Content (Blogging)
Focus on DataEmail Marketing
Creating More Content (whitepapers, eBooks, newsletters, case studies)
Social Media Channels
Altimeter interviewed 70 organizations to establish how they are using content in their marketing strategies. The top priority for external social strategies for the year ahead is content marketing (57%), followed by developing ongoing engagement with customers (50%)
Wake Up CallSuccessful B2B businesses realize that
effectively selling their products or services requires them to go beyond
traditional marketing and face-to-face selling or interacting. They need to
adapt. Adapting means leveraging the web, content and social media.
News Flash…B2B content isn’t as easy as writing fun
B2C content. But when you can do it and do it well, it’s pretty awesome.
Effective B2B content needs to be fun, interesting, human-sounding and all
about your customers – not at all about you.
Content Marketing as a Competitive Advantage in SEO + Link Building
• “Old” Link Building Has Become Commoditized (everyone does it)
• Content Marketing Sets You Apart (and it’s uncommon, valuable and difficult to execute)
• Search Engines Crave Relevance (more content-based data points to use in your ranking)
• Recurrent Content has More Value to Search Engines in the Long Term (adds credibility)
SMBs Concerns
Finding CustomersDealing With the CompetitionManaging CostsDeveloping New Products +
Services
Source: Bredin, 2013 SMB Survey, http://www.bredin.com/press_01092013.html
Where SMBs + Social
To Learn First About New Products and Services, Here’s Where They Go …..30% turn to Facebook28% turn to Google+27% turn to Twitter/YouTube26% turn to LinkedIn
Source: Bredin, 2013 SMB Survey, http://www.bredin.com/press_01092013.html
SMBs Preferences
68% Use the Web to find information on products or services
58% look for business management advice59% of SMBs are more likely to visit a
vendor website and explore and 55% are more likely to buy if a website offers business management advice.
Source: Bredin, 2013 SMB Survey, http://www.bredin.com/press_01092013.html
Let Strategy Drive Tactics• Personas. Who are our prospects and
customers?• What do they care about?• Where are they online? When are they
online? • What makes us a company they want to do
business with?• Do our values and culture align?• What makes us better, different, interesting,
unique, more appealing?
What Does Your Data Show?
How many web visits per day/wk/mo?What % of traffic is unique vs. return?What keywords bring them to your site?What content brings them to your site?What are they doing there?
What sites refer them to your site?
Content Audit: What to Measure
• Most popular content (blog/social media)• LinkedIn Posts, Shares• Twitter Posts, RTs, Comments• Facebook Likes, Shares, Comments
• Google+ shares and +1s• Authority based on tools (Moz Pro or OpenSite
Explorer)• List growth• Leads captured, revenue, conversions
Content Strategy • Figure out your tone and audience
• Analyze your existing assets• Figure out what kinds of content you think will work• Engineer a content plan• Develop a content calendar (not what you’ll write,
instead, which content fits into the plan you’ve engineered)
• Make a plan to create content to serve customers + prospects
• Figure out how you’ll measure success
Content Engineering: Sales + CSR
Your sales team and your customer service team are your greatest sources for content inspiration. Nobody knows more than they do what your customers want and need. Don’t trust marketing on this, go straight to the people dealing with your customers (and prospects) every, single day.
Content Engineering: Make Superstars
Write content designed to make your team look (and sound) like superstars. They’ll be shocked. They’ll be proud to share with their friends and customers and it’s a great, big “easy button” you can serve them that will serve you and your efforts very well. Even better? In no time at all, they’ll be clamoring for more.
Content Engineering: Trade Shows
Trade shows are one of the best ways your team can convert leads to sales. Engineer your content in advance of your major industry shows to showcase members of your team presenting, highlights of the event and industry trends. After the show, write about key takeaways, trends, featured speakers, etc.
Content Engineering: Social • Use your participation in LinkedIn groups to
help you find out what prospective buyers want and need, and write content that addresses those things.
• Look for Twitter chats, lists, events, Google+ Communities, Facebook groups, etc. that are specific to the industries you serve. Participate. Make friends. Share their content. Soon, they’ll also be happy to read and share yours.
Want Your Content to Get Read?
Understand Search
+
Produce Relevant, Optimized Content
+
Develop Key Distribution Channels
=
Formula For Success
SEO? But, I’m a purist….
Don’t want to SEO posts because you’re writing for your readers?
<GMAB>
Using smart SEO makes it easier for them and gives you better odds that
they’ll read your content.
Writing for the Web is Different
Develop relevant content that’s strategic, informative, resourceful,
timely or funny
Use keywords that make sense
Write a great headline, using the
right keywords
Sell it in the first paragraph
Post Titles are Muy Importante
Keep your title under 60 characters.
This ensures the full title is visible in a search, increasing the likelihood of a
click-thru.
8:10, 2:10
Don’t leave out META descriptions
META descriptions tell search engines what your post is about
Keep your meta description under 165
characters so the full description is
visible as a search result
Ramble vs. SEO-focused
Paying Bills is a Drag
Ramble, ramble ramble, ramble, ramble for 300 more words (and they’re already gone) then
get to the point of the post.
Best Productivity Tools for Small Businesses
The best productivity tools for small businesses make life easier. Our favorites include PaySimple, Freshbooks and Kapost.
The Key to Great SEO
People
Just ask yourself this:
Is it Good for People?
If so, it’s Good for SEO!
Resources Right Under Your Nose
Sales Team
Customer Service Team
What are the questions the sales team is most commonly asked or the problems customers
most often have for your customer service reps?
Use your internal resources, as well as your buyer persona information, to help develop content that
serves your clients and prospects.
Keys to Success With Distribution
Know Your Audience
Where They Hang Out
When They Hang Out
Give Them What They Want + Need
Don’t Sell: Always Give More Than You Get
Make Friends + Build Alliances Before You Need Them
Success With Content? Be Useful
• Don’t sell. Don’t bore.• Act like a person, not a faceless corporate entity• Stalk + emulate• Create content worth reading• Treat content like tasty bait that delivers something of value.
Focus on delivering value.• Curate content that further serves your audience.• Understand the importance of connecting social to business
initiatives• Promote your blog/social presence on your website and
newsletter and tie it to your offline initiatives• Test, Measure, Test Some More, Measure Again
Track Your Success Don’t Forget Them
Don’t Assume They Know What To Do,
Teach Them!
LinkedIn Sharing
Facebook Sharing
Twitter Sharing
G+ Sharing
Your Team is Likely Your Greatest Asset
• Most popular Twitter content• Most popular blog posts• LinkedIn adopters (groups, opportunities,
RFPs, sales)• Landing page campaigns, email campaigns• Integrate social into your CRM• Blog (and email/newsletter) content can
lead to opportunities, but they don’t do you any good if you don’t track them
Your Team is Likely Your Greatest Asset
Don’t Forget Them
Don’t Assume They Know What To Do, Teach Them!
LinkedIn SharingFacebook Sharing
Twitter SharingG+ Sharing
8:10 vs. 2:10
Step Up Your GameMake Sure Your Website WorksUnderstand the Importance of SEO and how
it’s changed todayKnow Your Audience, Serve ThemLet Data Drive StrategyFocus on Creating + Curating Great ContentTie Social and Content to Business InitiativesLeverage Content + Social to Drive Leads +
Sales
Test, Measure, Test
Feed your social channels with great content. Content that is useful.
Treat content + social as part of your lead generation efforts (track it)
Experiment with landing page campaigns and other initiatives
A/B Test. Often. Never stop building your list
KPIsTraffic, page views, time on siteSocial media mentions, comments, sharesFan/Follower growthDownloadsOpens + Click-ThroughsInbound links + Page rankForm Submissions RateInquiries + Database growthActive Pipeline + Pipeline Value
Engineer Your Content
Support your internal teams with contentSpoon feed them if you have to Find adopters, make them heroes and they’ll
be your success storiesNever quit asking to be at the tableTrack your progress, show resultsTry not to say “I told you so.”Buckle up.
Who Wants In?
• Brands trying to DIY• “Content marketing agencies” formerly known as custom
publishers• Agencies who’ve figured out the power of brand storytelling• PR Firms looking for owned media• Social Media firms• SEO firms• Direct Marketing agencies• Web Development firms• Poseurs and snake oil salesmen
@shellykramer
Content Marketing Is Not …
A campaign. It’s a way of thinking, a fundamental business strategy and you can’t fake it. It’s a completely different way of doing things. And it works.
@shellykramer
But it Takes a Human
To effectively curate content. You have to know how to tell a great story, deliver an audience and regularly deliver content that keeps them coming back for more.
@shellykramer
In Order for Curation to Work
• You can’t build an audience based just on curation, and passing along things others have created
• You have to be known for something first. You have to earn that.
• There’s not an easy button
@shellykramer
In Order for Curation to Work
• You can’t build an audience based just on curation, and passing along things others have created
• You have to be known for something first. You have to earn that.
• There’s not an easy button
@shellykramer
Examples: What Not To Do• XYZ Company’s Tip & Roll Bleachers, Tip Space
Limitations in Your Favor• Standard Height Sport Bleachers Come Through in
the Clutch• XYZ Preferred Bleachers: When You Prefer the Best• Parks & Playground Professionals Choose Deluxe
Bleachers from XYZ Bleacher Company • Maximize Your Seating Capacity With Low Rise
From XYZ Bleachers
@shellykramer
Examples: What To Do Instead• Tip & Roll Bleachers, Tip Space Limitations in Your
Favor• Why Standard Height Sport Bleachers Come
Through in the Clutch• Preferred Bleachers: Are They Really Any Better?• Parks Playground Professionals: What You Need to
Know About Choosing Bleachers• The Magic of Low Rise Bleachers: Maximizing Your
Seating Capacity
@shellykramer
Other Best Practices• Your job as content producers is to make your
team look like superheros. Write content intended for their bylines, make them look and sound smart and they’ll worship you forever.
• 3. Preferred Bleachers: Are They Really Any Better?• 4. Parks Playground Professionals: What You Need
to Know About Choosing Bleachers• 5. The Magic of Low Rise Bleachers: Maximizing
Your Seating Capacity
@shellykramer
Stalk Me, Anytime
[email protected]+Shelly Kramer
LinkedInShelly DeMotte Kramertwitter.com/shellykramer facebook.com/shellykramer
www.v3im.com