White Papers: The Key to B-to-B Enterprise SEO Power. Enterprise marketers, particularly in the B2B space, often find content development for SEO a difficult proposition.
The company’s thought leaders, although happy to pontificate, are often afraid of committing to a writing schedule. And the marketer, admittedly, is trying to get others to “squeeze in” content, essentially “off the books.” With no reward, why should anyone help with the difficult, thankless work of writing articles? The trick is for the marketer to take advantage of three key tactics: Appealing to the egoRe-purposingTranscription Any enterprise that can harness these three elements can pump out high volumes of quality content. This article will show how enterprises can use White Papers as the basis of their content generation process, leverage these three elements to supercharge this process, and diversify their traffic sources beyond SEO in the process.
Very High-Quality White Papers: The Core Of The System. How to Develop Great Content that Generates Demand. Relevance is the key to creating content for demand generation that impacts lead generation, lead nurturing and lead scoring.
Relevance does not only mean writing a paper that is only useful to someone who wants to buy your product or service. Not all prospects are ready for this content or trust your company’s information. Instead, you must create multiple pieces of content relevant to buyer roles and buyer stages, enticing a lead to engage with your content multiple times during the buying cycle. Buying Role When we speak of buying roles we are specifically talking about the procurement responsibility of the prospect. How To Write 10 Quality Articles A Week Without Feeling Stressed. Embed Anything: 50 Types of Content that you can Embed to Enrich your Content. Apr162012 Here’s a quick question for you: you’re travelling toBerlinsoon. You’d love to experience as much of the city as you can, but you’ve a limited budget. So you’d like to find out about cheap accommodation and things you can inBerlinfor free or for a low cost. You start browsing the web for ideas and you come across these two articles: And: Which one seems more attractive and useful to you?
The above example comes to show that any article or web page can instantly become more attractive to the people who view it if only you embed graphics, web tools, documents, and any other type of multimedia files into it. Embedding doesn’t just enrich your content; it also makes it far more visible on the web so that more people will reach it. Well, it makes your content more relevant SEO-wise: that is, the more relevant your content it, the higher it will be ranked in Google. Let Me Wave my Magical Content Wand. It usually starts something like this: Hey!
Everyone I know is on Instagram! We should start an Instagram for the company! The suggestion in itself isn’t wrong per se, it’s just not made with much of an understanding of how these social platforms work. It takes less than 5 minutes to set up an Instagram account (if you have an iPhone or an Android). People who rarely use social networks love platforms…even when they, themselves, admit to not having enough time to use them. Crap: the single biggest threat to B2B content marketing. All the surveys show the same trend: 90% of marketers plan to spend a lot more on content this year than they did last year.
(God knows what the other 10% are planning). It doesn’t take America’s Next Top Model to tell you that this adds up to a big boatload of content coming our way. As consumers and buyers, we’ll all be targeted by a tidal wave of eBooks, blog posts and infographics. And as marketers, we’ll all be competing against a Mississippi of meaningful material. This new Slideshare rant is all about this problem — and the only solution to it. As always, your comments are not just welcome, they’re eagerly awaited and received with a level of gratitude bordering on the unseemly.
Crap. There’s a guest post on Hubspot called The Content Marketing Deluge that expands on this piece and addresses the question: aren’t we already in the midst of the Deluge? And one on Marketing Profs that goes a bit deeper into the Six Principles of Great Content Brands. All Content is Not Created Equal – A Conversation with CMI Founder Joe Pulizzi - Marketo Best Practices Blog.
When it comes to content marketing and social media experts, Joe Pulizzi is always at the top of the list.
A leading author, speaker, strategist, and founder of the Content Marketing Institute, Joe helps businesses understand the trends in content marketing, and how marketers can learn to think and act like publishers. The Ultimate Guide to Content Planning. A transition is in effect.
The web is maturing and like any form of media that has gone before it that can mean only one thing: That content is now at the epicentre of audience creation once again. The introduction of Penguin, as we know, is forcing every online business to re-examine how it ‘does’ online marketing and begin looking for ways to grow reputation, reach and visibility via content rather than the link building practices of old.
What Goes Into Successful Content Marketing: Q & A with Hiten Shah.