A Deep Dive into the World of B2B Content Production: Brad Smith

Show notes

As more B2B brands embrace content marketing as the way to engage, educate, and connect with prospects and customers, it's becoming increasingly difficult to break through and stand out.

In this episode of Marketing Spark, Brad Smith, CEO with Wordable, offers in-depth insight into:

How companies should approach content marketing
The importance of focusing on keywords that can be ranked for in the short term.
How to build a content marketing team and how to assess its performance
How to never run out of content ideas
How to effectively distribution content once it's been published.

Key takeaways

Target keywords you can rank for within about six months, then work up to the competitive terms. Wordable grew from about 5,000 to 30,000 or 40,000 monthly visits this way.

Positions beyond the top few get a sliver of clicks. The top three or four results take most of the traffic, so ranking eighth on page one earns little.

Hire a content manager early, not just writers. Good writers thrive on saying things differently each time, while a content team needs processes, a style guide and consistency.

Mine customer support emails, sales calls and G2 or Capterra reviews for content ideas, then tie each topic back to a keyword so it keeps ranking years later.

Plan distribution before you write. If competing pages have 100 links, know how you will earn that many first, and pick two or three tactics your team does better than anyone.

A Deep Dive into the World of B2B Content Production: Brad Smith

Show notes

Tell me what's going on with your marketing.