If you keep blogging, eventually you will generate an unlimited number of leads every day. That is what is said. However it does not work that way for everyone, some are successful while others aren’t. Some content programs achieve results much sooner, while others never get there. So what is different? Why do some content strategies work and some fail?
A B2B content strategy that is SEO-driven
In this blog we will walk you through a 7-part content strategy framework built for SEO and lead generation. You can use it for any B2B business, and most B2C marketing as well.
1. The Core - A conversion and search optimized sales page
The core of all digital marketing is the sales page. It should be designed to attract and convert qualified visitors, the people who need your product or service. It should be optimized in 2 ways:
Optimized to rank (SEO)
It should target a high intent keyphrase for which it has a good chance of ranking, based on domain authority of your site.
Optimised to convert (CRO)
It should answer the visitors' questions and support those answers with valid evidence. It should include a call to action.
2. The Mission - The basis of our content strategy
You should create a content mission statement. This should identify three thing:
- Your target audience
- The topics to publish or your content pillars
- The purpose of your content, how will this content help your audience
3. Publish Research - The core of your content marketing strategy
There's a reason why original research is such a powerful format for content: it makes your website the primary source of new data. People are more likely to link to your site when you're constantly sharing new and innovative information. Credible content is more likely to be shared. And when you create the research, you help others make their content when they cover a particular topic. This could potentially build more backlinks for you.
4. Write for current customers
Your audience is the best source of content ideas! When you talk to your potential and current customers, you learn all about their concerns, what they hope for, and what stresses them out. You find out what questions they have, and then it's your content's job to answer them!
When you write content that answers their specific questions, two amazing things happen:
- You can keep the conversation going by sending the article to companies that are already in your pipeline.
- All sales associates are unified in their messaging, and can send the link to future prospects who have the same question.
The best content marketers work closely with sales teams - because it's incredibly effective!
5. Adding visuals
Well-written articles are the foundation of every successful content strategy. It's not only important to create visual formats of your content regularly, but almost necessary if we want to stay ahead of competition. Most bloggers now include multiple images in their posts and one in five bloggers regularly create videos. So, you should aim to do the same with your content.
6. Collaborate with influencers
Working with influencers can really help improve the overall quality of your content strategy in a ton of different ways. For example:
- Your content will improve in quality (assuming they’re experts).
- You'll see an uptick in traffic from social media (assuming they share your stuff).
- People will see you as more credible (assuming they are reputable and support your message).
- It's great for building your personal network (assuming you keep in touch).
- It's more fun! (assuming you like people).
Collaborating with other content creators is a great way to support our long term goal of building our authority and partly helps us rank our sales page. The idea is to make our brand and content more visible to people who already make content. Because people who make content usually link to other related content.
7. Public Relations (PR) - Write for other as well
Guest blogging and writing for other websites directly leads to links and authority. When you write for other websites, you will certainly create a link back to your site, in the article itself or in the author bio.
Especially when you are in the early stages of content marketing, in the process of building an audience, guest blogging and digital PR are very important.
This content strategy is based around this 7 step strategy: foundation, mission, research, content, visuals, influencers, and public relations. Follow this and you should be good to go. Always remember a good and effective content strategy takes time to show results. So stick with it and see leads and conversions flow in.