Category Archives: Content Strategy

What type of content is needed for B2B marketing?

What content is needed for B2B marketing

What content is needed for B2B marketing.

The efficacy of your content depends on its targeting.

When you’re targeting a B2B market you need to keep in mind what your B2B customers and clients are looking for.

91% B2B marketers use content to spread awareness about their businesses.

Broadly, businesses are of two types: business to consumers and business to business.

My content writing services, for example, are business to business.

I provide my business services to other businesses who then use my services to grow their businesses.

You may like to read: Strategy for creating effective B2B pillar pages

Content requirements for B2C and B2B are different.

When you’re selling to consumers (B2C) pretty much anyone can be your customer or client.

If you’re selling a mobile phone, right from a rickshaw puller to a luxury resort owner to a blockchain developer to a NASA scientist, can be your customer. Everybody these days buys a mobile phone.

The same goes for your food delivery service. Everyone will be using your food delivery service.

In B2B, or business to business, the audience for your content is relatively focused, although, for my content writing services, I would say that any business that intends to promote itself on the web, needs content, or needs a content writer.

Nonetheless, if one wants to narrow down, all my businesses want to create a presence on the Internet with compelling content.

All my businesses want to improve their search engine rankings.

All my businesses want to improve their conversion rate.

So, in that sense, the audience is narrower.

Here is an interesting piece of data that I came across today in the morning: 70% of the B2B customers get information right from the website of the business they intend to deal with.

What does this mean?

If a B2B customer or client wants to know more about you, he or she rather go through your website than other sources such as blogs hosted elsewhere or social media timelines.

Therefore, it is very important to have quality content on your website if you serve the B2B market.

What type of content is preferred by B2B customers and clients?

Authoritative content. Content that has lots of open data and study material.

The stakes are higher.

They are not spending money on a consumable.

They are spending money on a product or a service that is intended to contribute towards their business growth.

As a B2B client, why do you want to hire my content writing services? You want to

  • Improve your search engine rankings.
  • Establish your authority.
  • Educate visitors about the benefits of using your product or service.
  • Increase the level of engagement when people visit your website or go through your social media feeds on LinkedIn, Twitter, Facebook, or Instagram.
  • Increase the CTR of your email marketing campaigns.

Basically, you want to convince people and you want to convince as many people as possible by increasing your visibility.

To hire my content writing service for your B2B enterprise, in a similar fashion, you too need to be convinced.

For that, I continuously share blog posts through which I share my knowledge of content writing and online copywriting.

I explain to my B2B customers and clients the various concepts of content writing and copywriting.

I illustrate how my content writing and copywriting services can help them improve their visibility.

Basically, I’m sharing lots of knowledge.

When creating content for a B2B marketplace it is the knowledge and verifiable information that do the trick.

You can present this knowledge in the form of web pages, blog posts, infographics, white papers & case studies as well as email campaigns.

 

How internal linking improves your SEO and lowers the bounce rate

How to use interlinking to improve SEO and bring down bounce rate

How to use interlinking to improve SEO and bring down bounce rate

When you are writing new blog posts and web pages or updating existing content, you should liberally use internal linking, or interlinking, as rightly pointed out by this Content Marketing Institute update.

What is internal linking?

By now I have over 1200 blog posts and web pages on my blog. It means, I may have covered a wide range of topics pertaining to content writing, copywriting and to an extent, search engine optimization and content marketing.

Nonetheless, I’m continuously writing new content on new topics. While writing on these new topics, I may bring up some older topics that I may have covered. Instead of explaining those older topics again, I can simply link to them.

For example, if I want to say something about content writing for email marketing, for more information, I can use a link to my Content writer & copywriter for email marketing web page.

Further, to share with you some more insights on how to carry out a successful email marketing campaign, I may talk about my previously published 15 ultimate content writing hacks for successful email marketing blog post.

These are hyperlinks to my own web pages and blog posts. This is called internal linking or interlinking. When your link to pieces of content from your own website, from within your own website, you are practicing internal linking.

You can interlink to your existing content in multiple ways, including

  • Top navigation
  • Sidebar
  • Footer navigation
  • From other blog posts and web pages

How do you find relevant links for interlinking?

The above CMI link suggests some good ways to find link worthy content under your own domain. You can use Google Search Console to find popular links on your website. You can also use the premium version of Yoast SEO.

There is also a plugin called Yet Another Related Posts in WordPress that embeds related posts under every new post that you publish. I have been using this plugin for quite a while.

I also use the Google search command “site:credible-content.com search term” to find relevant content.

For example, if I want to find relevant content on content writing for SEO that I have already published on my website, I will search for “site:credible-content.com SEO content writing” (without quotes) and this brings up all the blog posts and web pages I have written on the topic. Then, I can check which blog posts and web pages I want to link to.

Interlinking must be relevant. It must be used contextually otherwise it will be counter-productive as Google may consider it spam.

The benefit of interlinking is that when the Google crawler is crawling your content, it will also find the links it may not have covered yet or may not have crawled and indexed recently. It also brings down your bounce rate because your visitors click those links and check out other parts of your website.

It is always better to publish content on your own website

Publish your content under your own website

Publish your content under your own website.

There are numerous content publishing platforms on the Internet including social media platforms as well as blogging platforms such as Medium and the “Article” section of LinkedIn.

Just a few minutes before writing this post, all Facebook properties were down. Facebook.com and Instagram were not accessible. There was the usual brouhaha on other platforms like Twitter.

A few months ago, YouTube was down. Content creators have spent years building their presence on these platforms and to an extent, there is nothing wrong in that. For example, if you want to upload videos, what could be better than YouTube? It is inexpensive. You don’t spend money on hosting and bandwidth. Sometimes visibility is instant. There is also a vibrant community. There is already a massive audience. With so many advantages, it doesn’t make sense to upload videos under your own domain.

But when it comes to publishing blogs, I always advise my clients to build their own platform – publish all the blogs under their own domain, or under their own website.

Use social media and third-party platforms to network and connect with other content creators. Just imagine what would happen if I published all my blog posts that I publish on my Credible Content blog, on Medium or on LinkedIn?

I would have good visibility. People accessing my blog posts on these platforms would be exposed to my profile. But I would be sending all the traffic to these websites. There would be no search engine traffic to my own website.

You can say that I’m heavily depending on Google and what if Google itself goes down or what if Google decides to remove my links due to one or another reason? It has happened with many websites. Overnight the links have disappeared from Google.

Yes, there is this possibility, but still, all the content that I’m publishing, I’m publishing it on my own website. Whenever I want, I can take backups. Even if Google removes my links, my content remains. On other websites, if they decide to remove my content, I have got nothing.

As a businessperson this may not be a big issue for you, and you can also argue that just as Facebook is down or Instagram is down, even your own website can go down, with all the data gone forever. Yes, such calamities can happen.

But I would assert again, you can instruct your web host to take regular backups. You can download regular backups. You can always restore your data if your website is hacked, or something happens that completely deletes your information from your web hosting company.

But if all your articles vanished from LinkedIn, there is a fat chance you’re going to be able to recover them.

How to combine organic content writing and PPC campaigns to boost your rankings

Combining pay-per-click advertising and organic content writing

Combining pay-per-click advertising and organic content writing.

Here is a nice Forbes article that describes in detail 13 smart ways you can integrate paid search results with organic content to improve your SEO.

As a content writer I primarily focus on providing organic content to my clients. Most of my clients don’t want to spend a ton of money on Google AdWords and other PPC campaigns because they understand that once they are able to organically improve their search engine rankings through optimized content, they won’t need to pay for every click they get from Google. Though, I do provide Google AdWords copywriting services.

What are organic search engine rankings?

Your content appears naturally in search results. You don’t need to pay for it. You’re not paying for every click. You appear in search results due to the quality and relevance of your content and not because you are paying Google.

But the benefit of using PPC advertising is that – provided you can afford – you can immediately start getting traffic to your relevant landing pages, for the conversion-friendly keywords. The key is, you need to know what you’re doing. Since you are paying for every click, you need to make the maximum number of sales or optimally tweak your conversion prospects.

This can be tricky. You may need to spend a lot of money before you can figure out how to optimize your campaigns and bring your costs down.

Organically improving your search engine rankings on the other hand is a safer bet. Although you may feel that you are randomly publishing content and hoping that your search engine rankings may improve for your desired keywords, if you use the right tools such as Ahrefs or SEMRush to find the right target keywords and topics for you to focus on, you can get tangible results with optimized content writing within a foreseeable future.

Should you use a mix of PPC advertising and organic content writing?

If you can, yes. Through PPC advertising, as I have written above, you can instantly start getting targeted traffic, and with better conversion rate, you can also start generating some good business.

There is a side benefit though, that I noticed a few years ago. When you start advertising on Google for certain keywords, your organic rankings for some keywords begin to improve on their own. This was quite surprising. I don’t even know whether it was a fluke or it really happened.

For example, I created a couple of AdWords campaigns for a range of around 10 keywords and I selected 2 Indian cities to be targeted because I didn’t want to spend lots of money. I was just experimenting.

To my great surprise, the organic rankings of those keywords that I hadn’t bid for, suddenly improved manifold. The links that were appearing on the fourth or the fifth page, began to appear on the first page. Again, I’m not claiming that it was related. Maybe it was coincidental. Maybe the ranking of those links was bound to improve and then they jumped to the first page just as I was advertising using Google AdWords. Who knows?

It may also be because when Google crawls your website for the paid links, it also ends up crawling and indexing the other links it finds, and then ends up ranking them around the paid links.

So, if you have some money, you can try that out. Use a combination of PPC advertising and organic content writing, and for a while, observe what happens.

Other than this, you can use PPC advertising to increase your visibility. Your website gets indexed faster. It becomes easier for people to find your content. This in turn has a positive effect on your organic search engine rankings.

 

Is SEO all about writing optimized content?

Choosing between a content writing service or an SEO company
Choosing between a content writing service or an SEO company

Many SEO experts claim that there are 200+ factors that influence your search engine rankings. Optimized content is one of them. But most of these factors are influenced by the quality of your content.

Often, I advise my clients that if they need to make a choice between hiring an SEO company and hiring a proficient content writer, at least for the time being, make the choice in favor of a content writer. Not because I provide content writing services and if they hire me, they are going to pay me, it is the most obvious choice to make.

Now, when I say writing optimized content is one of the biggest influencing factors for your search engine rankings, I assume that I’m talking about, and your understanding, high-quality, relevant content.

Content is the foundation of the structure of rankings you are going to build upon. This foundation can be solid. This foundation can be weak. But foundation it is. If the foundation is weak, you are either not going to be able to build your structure of rankings, or your structure is going to collapse sooner or later.

SEO experts are important. I’m not saying they are not important. They give your content writing the right direction.

In fact, if you can hire a good SEO expert and a content writer, this can be a win-win situation.

A year before Covid-19 hit, I was working with a UK-based market research company. They had hired a good SEO company to strategize content writing. I could have done that for them, but they preferred to work with an expensive SEO your company. Which was a good decision.

One thing I liked about the SEO company is that they knew exactly what titles I needed to write content for, how tough or weak competition our individual titles faced, and how long must the pages be in terms of the number of words. They had access to some great SEO tools that I don’t have. This saved us a lot of time.

For example, when I am in a flow, I don’t mind writing 1000 words even if the client has asked me to write 600 words (I don’t charge extra for those 400 words). But the people from that SEO company insisted that if they had asked for 600 words, I stuck to 600 words. The logic was, writing those extra 400 words was a waste of time, and they didn’t have much time. To beat the competition, they needed just about more than 550 words. Made sense.

By the end of the day, I won’t hesitate to say that for better SEO, all you need is high quality content that is well written and written in a manner that is easily understood by search engine algorithms.

An SEO company can help you get back links – you need back links to boost your rankings.

An SEO company can audit your website structure to make sure that the content organization is search engine friendly and all the elements needed to make your search rankings better are present.

An SEO company also monitors your current rankings and raises the red flags in case some of the rankings are going down.

So, in that sense, an SEO company provides you the needed vigilance. As a business serious about improving and maintaining its search engine rankings, you need such vigilance. The rest is taken care of by regularly publishing high quality content.