July 15, 2020

Spend Way More Time Promoting Your B2B Content

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Show notes

Every B2B company wants to capitalize on the power of SEO.

But there are fundamental mistakes at these companies make that undermine their marketing activities.

Dev Basu, chief experience officer with Powered by Search, said SEO delivers when companies create research-driven content that meets the needs of target audiences.

Key takeaways

Give every product feature its own page that explains what it is, how it works, why customers love it, and what to do next. An icon, a headline and a short paragraph can't answer those questions.
Build comparison and alternative-to pages on your own site instead of conceding them to G2 or Capterra. Say honestly which customers fit you and which fit the competitor, to attract customers who stay longer.
To make comparisons believable, interview customers who switched from another product and use their reasons. Drift's page against Intercom told non-marketers to use Intercom, which segmented the audience by what the company stood for.
Choose blog topics from keyword research split into problem-unaware, problem-aware and product-aware audiences. For a fast start, write posts answering the top 10 questions that keep coming up in demos and trials.
Aim for roughly 60% of content time on research and production and 40% on distribution. Involve industry people by interviewing them for the piece, so they want to share and link to it.

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