To establish your place as a thought leader and trustworthy authority in your industry, you need to publish original, high-level content. But writing effective thought leadership content is no easy task.

Taking the time and effort to learn how to create high-authority content is worth the effort. A survey of 1,000 senior executives found that, despite their busy schedules, they still dedicate up to five hours a week to reading thought leadership articles and white papers.

Just imagine what you could achieve with a dedicated audience of high-value potential clients taking several hours to listen to what you have to say each week.

Great thought leaders are not necessarily great writers. Luckily, thought leadership is a skill that can be learned and perfected, with practice.

There’s no better time to get started than the present.

Quick Takeaways:

• Thought leadership content differs from standard blog content because it includes unique ideas and viewpoints that your audience can’t find anywhere else – it’s more than just information.
• Becoming a thought leader takes time, effort, and practice.
• You don’t necessarily have to be a skilled writer or videographer to find success with thought leadership content. However, you need to be good at creating content in at least one format on at least one platform.

PS – I put together these 10 tips for optimizing your content marketing. Watch Now!

Brainstorm Topics

The first stage of creating great thought leadership content is choosing the right topics to write about.

When choosing these topics it’s important to keep in mind the factors that will result in success:

• They should be relevant to your audience or the audience of the publication you’re submitting it to.
• They should help your clients, customers, or peers to overcome challenges they may be facing, or make their life better in some way.
• They should provoke thoughts, ideas, or discussions among your audience
• You should be able to back up your talking points with relevant research from reputable sources.

Nobody is an authority on everything, so the narrower you can make your subject focus, the more credible you’ll seem – at least until you build up trust and reputation. It’s also much better to go deeper into subjects and cover them thoroughly than just to skim the surface of lots of unrelated topics.

Choose a few topic categories to specialize in when you’re creating content. These categories should obviously be related to the industry you’re in but they don’t have to be directly related.

For example, if you frequently use mindfulness in work to be a better leader and more successful in business, this could work as an interesting niche in which to create thought leadership content.

At Marketing Insider Group, my areas of passion are content marketing, marketing strategy, event marketing, and employee activation.

Almost all the content I create fits under the umbrella of one of these categories. This has not only helped me make a name for myself as a thought leader in these areas but has also given me a starting point when it comes to brainstorming topic ideas.

Ideas can come from many places. Make sure you’re never short of inspiration by reading plenty of content yourself. Industry news sites, social media (particularly LinkedIn), forums, and relevant blogs will keep you up to date with the latest trends and may well spark some new content ideas. You can also set a Google alert with industry keywords to be notified when new content is published.

You’ll also probably find that content ideas come to you randomly, or that a conversation you have with someone gives you content inspiration. Make sure to take note of these ideas so you can use them at a later date.

PS – Check out our latest case study that shows how we helped one company double their leads!

Do Your Research

One of the things that makes thought leadership content stand out from generic blog content is that it is thoroughly researched and fact-checked.

Whatever information you include in your articles, it’s important that you have the data to back it up from reputable sources.

Your research should provide evidence that demonstrates the validity of what you’re saying. But a blog post simply compiling data from several different sources is not thought leadership. You need to weave a narrative around the data and explain what it means, rather than simply presenting it.

Ideally, thought leadership content is based on original research conducted by the person or organization publishing it, however, this isn’t always possible.

If you don’t have the resources to do your own research, make sure you have something interesting to say about the information and data you’ve sourced from a third party.

It’s vital that the information presented in thought leadership content is accurate. Inaccurate facts or using unreliable sources could damage your reputation permanently. So make sure to double-check your facts and leave out any references that you’re unsure of.

Be Different

One of the defining characteristics of thought leadership content is that it offers a unique take on a subject, idea, or problem.

This doesn’t mean that all your thought leadership content ideas have to be completely unique. There’s absolutely nothing wrong with covering a trending topic or revisiting an idea that has proved popular.

However, you should make sure you approach the topic from your own unique viewpoint and angle.

Think about thought leaders Tony Robbins and Dave Ramsey. The topics they talk about in their respective areas of expertise (personal development and personal finance) are the same topics that have been covered countless times before. But millions follow them as thought leaders because their approach and style are so unique.

Hey! Check out our weekly blog content service to grow your website traffic and leads!

Simplify Your Language

Individuals who are new to writing for an online audience tend to use formal and over-complicated language. This may be because they’re used to writing technical or academic documents or in an attempt to sound more knowledgeable and intelligent.

Either way, using long words and sentences full of corporate jargon results in content that is off-putting and difficult to read.

Keeping your sentences short and sweet and using simple, conversational language will allow your knowledge and confidence to shine through.

Build Relationships with Your Audience and Peers

Being a successful thought leader online is more than just publishing articles.

It’s also important to take the time to communicate with your readers and demonstrate you value them. This means reading and responding to comments and maintaining an active presence on social media.

Communicating with your audience in this way is also an effective way to improve your content. By listening to your readers’ thoughts, opinions, suggestions, and challenges, you can create content that better fits their needs.

It’s equally important to build relationships with other thought leaders in your industry. Don’t see your peers as competitors, but rather allies. By leaving comments on other blogs and sharing other great content you can make valuable connections and grow your audience.

Consider Outsourcing

Most business leaders think that they have to create their own content from start to finish for it to be a true reflection of their ideas and opinions. This is not necessarily true. Outsourcing content to a multi-skilled content marketing agency like ours does not have to mean compromising on quality or losing your unique voice; we can take an article outline and notes you provide and use these “bones” to create a fully fleshed out high-quality piece of content.

Outsourcing content can certainly save you time, but it can also ensure the quality of your thought leadership content. Writers, after all, are experts in content creation and by working in partnership you can combine your skills and insights to come up with something really special. Good writers will also be able to emulate your writing style and voice so that your brand voice and messaging comes across seamlessly to readers, without them feeling that non-involved people were involved in the creation of your content.

And of course, what readers love, search engines love more.

Amazing Examples of Thought Leadership Content Marketing

As the volume of online content grows daily, it can be difficult to make sure your voice is heard over the noise. Thought leadership content marketing is one of the most effective ways of establishing your name and company as an authority in your industry.

Thought leadership marketing means going beyond the same blog posts and regurgitated ideas that everyone seems to be publishing. By putting extra time into developing high-quality content with original ideas and opinions, you can clearly stake your position as a leader rather than a follower.

Thought leadership content can help your company to get more press exposure, attract new business opportunities, and convert leads. LinkedIn research shows that 58% of decision-makers read at least an hour of thought leadership content each week. 60% also said that this type of content had directly convinced them to buy a product or service they hadn’t previously considered. The best thought leadership examples build trust by focusing on delivering value to the reader, not on showcasing products.

One of the best ways to get your head around this type of content is by reading some excellent examples by other organizations. Aside from amazing digital experiences, these examples publish consistently and engage their readers at every stage of the buying journey.

1. Nutanix The Forecast

The enterprise cloud services market is extremely crowded, so it’s important for providers to differentiate themselves from the competition.

Cloud computing firm Nutanix firmly establishes its position as an industry leader with its online magazine, The Forecast.

The Forecast publishes industry news and ideas about the people, trends, and technologies that are shaping the cloud computing industry.

The content on The Forecast is organized into categories including:

• Technology (news and stories on cloud technology, hybrid IT, infrastructure, and data management)
• Business (discussion and guides on management, digital transformation, and leadership)
• Industry (trends and stories of how real companies are using cloud technology)
• Profile (biographies and interviews with key individuals from the Nutanix global team)

As well as written content, there’s a separate section for videos and a podcast exploring some of the ideas discussed in articles in a conversational audio format.

Going beyond the bland technical content so many IT brands publish, Nutanix has been successful in publishing original and innovative content that’s appealing to a wide range of audiences, despite being a very narrow niche.

2. First Round Review

Venture capital firm First Round Capital launched its blog, First Round Review, with the aim of sharing their extensive pool of knowledge and experience with technology entrepreneurs.

The company takes a different approach to other venture capital firms. Rather than collecting a portfolio of companies, they see themselves as building a community of entrepreneurs.

First Round Review reflects this approach by sharing ideas, best practices, and advice from the community to help technology entrepreneurs can learn to build better companies.

By focusing on interviews, business insights, advice and real experiences from real companies, First Round has experienced a hugely positive response to their blog including a massive increase in visitors, thousands of shares, and press attention from publications including Forbes, The Atlantic, and Fast Company.

I have to personally thank the First Round Review for helping me educate dozens of startup founders on what content marketing really is and why it’s beneficial to them.

3. Autodesk’s Redshift

Software company Autodesk named their blog after a scientific phenomenon relating to objects traveling through space. As the universe continues to move and expand, the editorial team at Redshift also aims to continually move forward and evolve, to stay at the forefront of architecture, construction, infrastructure, manufacturing technology, and sustainability.

Autodesk’s previous blog, Line//Shape//Space, won numerous awards for its content but grew beyond its original audience of small businesses.

As the Autodesk content team recognized the need to evolve and engage with businesses of all sizes, Redshift was born.

Redshift’s focus is the future of making things, with content covering trends and predictions in the latest technologies including machine learning, generative design, and robotics.

As well as targeting a wider audience, Autodesk also wanted to personalize the content experience for each reader. Visitors can register to the site to follow particular authors and content categories, and bookmark articles to read later. An AI algorithm also automatically serves up suggested content based on previous interactions with the site.

Autodesk also features several members of its senior executive team as Redshift authors in their “Inside My Design Mind” series. By securing buy-in from the executive team as influential “content marketing champions”, the content team has successfully implemented an employee advocacy program and is reaping the rewards from this approach.

4. American Express Business Class

American Express sorts the content on its Business Class Trends and Insights blog into four main categories: Managing Money, Getting Customers, Building Your Team, and Planning for Growth.

Within these content silos are several other sub-categories including topics such as leadership, productivity, company culture, strategy, cash flow, and marketing & sales.

Previously known as OPEN Forum, Amex’s blog for small businesses remains one of the oldest and most successful examples of content marketing. Rather than using content to drive sales directly, American Express decided to put its audience first by providing actionable tips, insights, and inspiration to help businesses adapt and succeed.

Rather than relying on their own team of writers, American Express outsourced to a content marketing agency like ours for stories, experiences, and advice. This relationship lends a real community feel to the Business Insights blog, as well as increasing exposure for those who contribute.

As well as written content, Business Class recently started a live video series, “Office Hours”, hosted on Instagram and YouTube. In this series, founders and executives of small businesses were invited to a Q&A session to discuss their experiences navigating the COVID-19 crisis.

5. Intermedia Cloud Communications Blog

Cloud business applications provider Intermedia uses their blog to share news, security advice, and case studies of businesses successfully deploying cloud technology to improve performance.

By focusing their efforts on topical and trending topics, the Intermedia content team has been successful in publishing articles that their audience wants to read and share.

Content such as “New Study Finds More Than Half of U.S. SMB Owners Believe Working Remotely is Here to Stay Post-Pandemic” and “How to Manage Live Attendee Chat During Webinars” tapped into the interests and concerns of business owners and executives during the COVID-19 crisis.

Meanwhile, detailed interviews and case studies following their customers’ move to cloud services demonstrate the real-life applications of Intermedia’s products and services.

6. DivvyHQ Blog

It’s important for content marketing platform DivvyHQ to practice what they preach and demonstrate best practices in content marketing.

The DivvyHQ blog shares actionable tips, advice, and strategy for content marketing at an enterprise level, as well as sharing case studies from some of their most successful customers.

The DivvyHQ content management platform offers powerful tools for content automation and streamlining workflow but not everyone is aware these tools exist or know how to get the most out of them. By publishing helpful content on how to automate content marketing, systematize content management, and develop a better content strategy, DivvyHQ educates its audience while showcasing its own product at the same time.

7. Microsoft “Stories”

Storytelling is one of the cornerstones of successful content marketing. It’s also a tool used by some of the world’s greatest leaders and visionaries. Microsoft realized this when they decided to call their blog and news page “Stories”.

Stories publishes news on the latest Microsoft products, events, and initiatives that give a wider context to the brand beyond its core suite of products.

For example, recent stories published on the blog cover a collaboration with an environmental charity to clear plastic from oceans and rivers, a look into how software developers are helping companies pivot during the coronavirus pandemic, and insight into how people with disabilities are using accessible technology to achieve more.

A sub-publication of stories, Story Labs, hosts the blog’s long-form content with a deeper dive into topics such as accessibility, sustainability, and the future of technology.

Story Labs also features employee profiles and stories, demonstrating the wealth of talent and expertise behind the various branches of the global Microsoft brand.

8. Grow by Acorns and CNBC

Financial services is one area where people really need advice from experts who know what they’re talking about.

Micro-investment app Acorns understands this, and so set out to build a personal finance and investment blog, Grow, that’s highly authoritative as well as being educational and entertaining.

To do this, they partnered with trusted news provider CNBC and built a team of money experts with the knowledge and experience to deliver accessible educational content on how people can make the most of their money, whatever their financial position.

Only a small section of the blog is dedicated to investment. By publishing content on other financial topics such as saving, getting out of debt, and increasing income, they’re providing massive value to their audience and building trust and authority at the same time.

9. LeanIX Continuous Transformation Blog

Enterprise Architecture firm LeanIX built its Continuous Transformation platform to provide news and industry expertise from the world of continuous transformation, SaaS management, enterprise architecture ROI, cloud infrastructure, DevOps and more.

The articles cover topics like application modernization, current state architecture, API monetization and my favorite topic: how to eliminate code smells. Pew!

The company’s head of content marketing, Matthew Grant, is a long time content marketing influencer from his days at MarketingProfs and most recently held stints at Aberdeen and Aquent.

10. Zen Desk’s Relate

When it comes to providing great customer service, technology can only go so far. Customer service software company realized it could help its customers get more out of its product by providing advice and ideas for creating great customer experiences.

The Relate blog covers topics such as empathetic product design, living and working online, building relationships with others, and becoming a better company.

Zendesk wants their audience to get something out of their content ­– even if they don’t ever intend to become a customer – and it shows. Every article contains useful information without pushy sales messages.

Need more ideas and inspiration? Check out our list of the best content marketing examples for dozens of other blogs that are killing it with content.

If you are eager to achieve thought leadership for your brand, check out our Content Builder Service. Set up a quick consultation, and I’ll send you a free PDF version of my books. Get started today–and generate more traffic and leads for your business.

When I created my own B2B Marketing Blog almost 14 years ago, I looked out across the web and asked “what do I have to say that is unique, valuable and helpful?” I explained why I love marketing and how I would try and help other marketers learn and grow.

In 2015, I created Marketing Insider Group to help provide an insider’s point of view from my 25 years as a company marketer. And also to share the inside tricks we use to help our clients grow their traffic, leads and revenue through successful and engaging B2B content

I made a lot of mistakes and learned through a ton of trial and error. But mostly, I looked to experts in the industry who had already blazed the trail ahead of me.

In the ever-evolving world of B2B marketing, staying ahead of the curve is essential for success. Whether you’re a content marketer at a large technology company or a tech-savvy founder of a small startup, the insights and strategies shared by industry leaders can be a game-changer.

This article aims to guide you through the all top B2B marketing blogs that are guide our thinkings, share expert tips, and shape the industry today. From practical advice to innovative ideas, these blogs are must-reads for anyone looking to elevate their B2B marketing game.

Quick Takeaways

• Diverse Perspectives: The best B2B marketing blogs offer a wide range of viewpoints, from practical advice to creative inspiration, catering to both large corporations and small startups.
• Continuous Learning: Following these blogs ensures you stay updated with the latest digital marketing trends, tools, and strategies, helping you stay competitive in the market.
• Community Engagement: Engaging with these blogs not only provides valuable insights but also connects you with a community of like-minded professionals who can support and inspire your growth.

I invite you to read and follow these amazing bloggers and if I missed your blog or someone you know, please let me know!

Why B2B Marketing Blogs Matter

You know, when I first started in the B2B marketing space, I was hungry for knowledge, insights, and real-world advice. And where did I find it? B2B marketing blogs. They were my go-to resource, my daily dose of inspiration, and my virtual mentors.

They matter because they bridge the gap between theory and practice, between what’s taught in textbooks and what’s happening on the ground. They’re not just words on a screen; they’re the collective wisdom of the industry.

Target Audience and Their Needs

Now, who should be reading these blogs? Well, if you’re a content marketer at a large tech company, you know the challenges of keeping up with the ever-changing landscape. You need strategies that work, insights that resonate, and content that connects.

And if you’re a tech founder at a smaller company, you’re juggling a million things. You know you need SEO content, but time is a luxury you don’t have. These sites are also tailored to your needs, your challenges, your goals, and your interests. They’re your virtual team, your support system.

Staying On Top of Emerging Trends in B2B Marketing

Let’s face it, the B2B marketing world is like a fast-moving train, and if you’re not on it, you’re left behind. I’ve seen trends come and go, and I’ve seen how they can make or break a strategy. Staying updated is not a choice; it’s a necessity. It’s about knowing what’s next, what’s working, and what’s worth your time. It’s about being proactive, not reactive. It’s about leading, not following. Here’s what you’ll find covered in these top B2B Marketing Blogs.

Tools and Technologies

I remember the days when marketing tools were limited, and technology was a distant dream. But today, it’s a whole new ball game. From automation to analytics, from AI to augmented reality, the tools and technologies available are game-changers.

They’re not just making our lives easier; they’re making our strategies smarter, our content more compelling, and our results more measurable. But with so many options, knowing what to use and how to use it can be overwhelming. That’s where these blogs come in. They demystify the tech, they guide the way, and they make the complex simple.

Case Studies and Success Stories

I’ve always believed that learning from others is one of the most powerful ways to grow. And that’s why I love case studies and success stories. They’re not just stories; they’re lessons. They’re real-world examples of what works and what doesn’t. They’re the proof in the pudding. They show you the path, the pitfalls, and the potential. They inspire, they educate, and they motivate. They’re the fuel to your fire, the wind to your sails. They’re the tangible evidence that success is not just possible; it’s achievable.

I hope this resonates with you as much as it does with me. These blogs, these insights, these stories, they’re more than just content. They’re the heartbeat of the B2B marketing world. They’re the roadmap to success. And they’re waiting for you to explore. So dive in, learn, and let’s grow together.

The 12 Best B2B Marketing Blogs

1. Content Marketing Institute  – covers everything you need to know about content marketing.
2. MarketingProfs – Professional development, tools, and insights for modern B2B marketers.
3. Orbit Media blog – A go-to place for web design and digital strategy. I make our team subscribe to these top 3 blogs
4. Marketing Book Podcast – Grab your headphones and learn from the best authors in marketing.
5. Webbiquity – Tom Pick’s B2B Marketing Blog is all about maximizing your online visibility. It’s packed with insights on SEO, social media, content marketing, and more.
6. Velocity Partners – This is a B2B marketing agency with a killer blog. They specialize in content marketing, and their blog reflects their expertise with actionable insights and creative strategies.
7. Heinz on Marketing – Matt Heinz’s blog is a must-read for sales and marketing professionals. He covers everything from lead generation to marketing automation, all with a practical and engaging approach.
8. Convince and Convert by Jay Baer’s team helps B2B Marketers create real business value from their marketing and social efforts.
9. Backlinko – SEO made easy (well, easier) with Brian Dean’s expert guidance.
10. The B2B Lead Blog – Lead generation is the name of the game here. Brian Carroll and his team provide valuable insights on generating and nurturing leads, with a focus on aligning sales and marketing efforts.
11. Toprank – TopRank Marketing’s blog is a hub for digital marketing insights. They cover content marketing, influencer marketing, SEO, and social media. Their approach is both strategic and creative, making it a great resource for B2B marketers at all levels.
12. ISBM B2B Pulse Blog – this content from the Institute for the Study of Business Markets covers the State of B2B Marketing.
13. Marketing Insider Group our website tries to be a hub for B2B content marketing wisdom and insights. We are all about helping businesses reach their audience in a meaningful way through:

• Content Marketing Strategies:  practical advice on creating and implementing content marketing strategies that resonate with your target audience.
• Digital Marketing Trends: Stay ahead of the curve with the latest content marketing trends and best practices in digital marketing, SEO, social media, and more.
• Thought Leadership and Culture: There’s a strong focus on thought leadership and fostering a positive company culture. After all, mean people suck, and a happy team leads to happy customers.
• Customer-Centric Approach: The content emphasizes putting the customer first, understanding their needs, and creating value that goes beyond the sale.

How to Utilize B2B Marketing Blogs

Creating a Content Strategy

Creating a content strategy is essential for B2B marketing success. It involves understanding your target audience, setting clear goals, and crafting content that resonates with your business audience. Utilize guides and insights from industry experts to create a lead-generating content strategy that aligns with your business objectives.

Weekly Reading and Learning Routine

Staying updated with the latest trends and insights in B2B marketing requires a consistent reading and learning routine. Dedicate time each week to explore new articles, guides, and case studies. Utilize SEO checklists and content writing guides to enhance your understanding and application of effective B2B marketing practices.

Engaging with the Community

Engagement with the B2B community is vital for building your brand and finding your audience. Participate in social media discussions, share insights, and collaborate with other professionals. B2B social media marketing strategies can guide you in creating meaningful connections.

The Future of B2B Marketing

The future of B2B marketing is dynamic and evolving. Embracing new data, technologies, and strategies will be key to staying ahead of the competition. Continuous learning and adaptation to emerging trends will define success in the B2B landscape.

Now is the time to take action. Implement the strategies discussed, engage with the community, and stay committed to continuous learning. Whether you’re a large technology company or a small technology founder, these insights are tailored for you.

Start your journey towards B2B marketing excellence today, and don’t hesitate to reach out for further guidance and support. Your success in B2B marketing awaits!

Ready to take your B2B Marketing to the next level? Start creating high quality content consistently to capture the hearts of your customers. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!

SEO not working can be a major roadblock for any business. It can leave entrepreneurs scratching their heads, feeling frustrated, and unsure of what to do next.

But here’s what you need to know: SEO is an ever-evolving strategy that needs constant attention and regular updates. It’s not a one-time setup-and-forget deal.

If your SEO isn’t working, you might be falling into some common traps or using outdated strategies that don’t work anymore.

In this guide, we’ll break down the basics and help you navigate the ins-and-outs of climbing the search engine ranks.

Quick Takeaways

• Master SEO by understanding search engine algorithms, playing the keyword game right, and creating a user-friendly website experience.
• According to 49% of marketers, organic search has the best ROI of any marketing channel.
• Find relevant keywords, hunt for fresh content opportunities, and consistently publish high quality content to keep users engaged.
• Keep an eye on competitors’ strategies (keywords, content quality, link building tactics and UX design) to create a unique yet relevant approach for better SERP rankings.

Decoding the Basics of SEO

SEO, or Search Engine Optimization, can seem like a daunting task, but it’s not as complicated as you might think. By understanding its fundamentals, you can enhance your website’s visibility and improve your search engine rankings.

Every successful SEO strategy starts with learning how search engines work. These platforms use complex algorithms that consider over 200 factors when deciding which content ranks on SERPs.

Digging Deeper into Search Engines’ Role

A deep understanding of search engines, like Google and Bing, can make all the difference when it comes to boosting your site’s presence. Their main job is to deliver relevant results based on user queries, and they account for 70.6% of all website traffic.

Image Source: Backlinko

By optimizing your website according to search engine preferences, you increase your chances of securing a top spot for your content in organic search results–which has the best ROI of any marketing channel, according to 49% of marketers.

The Keyword Game

In the grand scheme of an effective SEO campaign, keywords are pivotal players. They’re essentially what users type into search engines while looking for information or products similar to yours.

Picking out relevant keywords boosts your likelihood of making an appearance at the top of organic searches. But, striking a balance between relevance (how closely matched a keyword is with user inquiries) and competitiveness (the sheer volume of other sites also fighting for said term) is the secret to success.

But don’t worry–there are lots of ways, like using keyword tools or working with a content marketing agency, to easily pinpoint keyword opportunities waiting to be seized.

User Experience: The Unsung Hero

Recently, we’ve seen even more emphasis put on the User Experience (UX) in Google’s latest algorithm update, highlighting the impact of things like:

• Content quality
• Page load speed
• Mobile-friendliness
• Easy navigation
• Freshness and consistency of content

Image Source: Demand Sage

Each of these characteristics contribute to a positive UX and can greatly influence your  rankings. This means that while concentrating on technical details and link profile optimization is important, your main focus needs to be on delivering an experience that your audience loves.

Analyze Your Website Structure

Your website’s structure is a fundamental part of SEO. It can either help or hurt your site’s search results, ultimately impacting the effectiveness of search marketing efforts.

Pinning Down Structural Problems

Pinpointing any structural issues on your website is key to creating a successful SEO strategy. Digital tools, like Google Search Console, can help spot these problems and perfect your SEO working strategy.

Navigating User Experience (UX)

In order for search engines to rank your content, they first need to understand its relevance and value. A well-organized site with clear navigation menus can not only help the user experience, but also Google indexing by providing a straightforward path throughout each webpage.

Sitemaps: Necessity Not Luxury

Sitemaps help search engines during indexing processes, acting as ‘directional cues’ around brand-specific content. If starting one seems overwhelming, there are plenty of online guides that can help you get started.

Identify Keywords and Content Opportunities

In the world of SEO, understanding your audience’s language is non-negotiable. This means you need to identify relevant keywords they use when searching for products or services similar to yours.

Using tools like Google Keyword Planner can be extremely helpful by offering insights into:

• Keyword popularity
• Competition levels
• Related terms to enrich your content

Finding New Avenues for Content

Beyond finding keywords, it’s just as important to find opportunities for fresh content. The goal isn’t to just attract users, but also to ensure they stay engaged with your high-quality content.

This means analyzing FAQs about your industry or product, which you can then address through relevant articles or blog posts. Remember: Engaging material encourages repeat visits!

Dodge Duplicate Content Pitfalls

Duplicate content can negatively impact your website’s search engine ranking since Google’s algorithm favors unique information over copied text. To keep things original, strive for uniqueness in every piece of content published on your platform.

If identical information appears across multiple URLs (like product descriptions), think about using canonical tags or 301 redirects–tools that inform search engines where the ‘original’ version lives. This helps avoid diluting link equity among several pages while keeping the main focus on one authoritative page per topic.

Keep Your Content Consistent

Your SEO strategy should prioritize consistent publishing of quality content. This tells search engines that not only is your site active, but it’s also committed to offering value to visitors.

Creating a content calendar can help ensure regular posts without compromising their quality. When you’re improving your website’s SEO strategy, remember: Quality always beats quantity. Make sure each post counts towards enhancing user experience as well as boosting organic traffic from search results.

Monitor Your Competitors’ Strategies: The Key to SEO Success

Staying ahead of your competition’s tactics is essential for SEO success. Keeping tabs on your rivals’ activities and adjusting the SEO plan for your website can help you perfect your own strategy.

The Art of Keyword Spying

The first step is to identify which keywords are driving traffic to competitor sites. According to Databox, most businesses target keywords to rank in the top 3/10/20/100 spots.

Image Source: DataBox

As a result, you might stumble upon keyword opportunities that you’ve missed so far. Just keep in mind that it’s not about mimicking your competitors’ efforts, but rather finding ways to set yourself apart while still remaining relevant in SERPs.

A Deep Dive Into Content Quality

Your rivals’ content quality plays a key role in their ranking on Google’s algorithm-driven SERPs. By taking a close look at their content, you can find elements that resonate with both users and search engines alike.

As you work through this process, be sure to aim for superior content creation that offers real value. SERPs aren’t fond of copied, poorly-written material.

Sleuthing Link Building Tactics

Beyond quality content lies another key component of any successful site’s search results: Link building strategies that secure backlinks from authoritative websites, ultimately enhancing the brand’s credibility.

To uncover who links back to your competitors, you can use tools like Moz Link Explorer. This can lead to potential partnerships where your brand’s contents may be promoted too.

Gauging Site Structure And User Experience

You can also learn a lot about your rivals’ site by evaluating their user experience and examining their navigation.

Are their menus intuitive? Is there an effective internal linking system?

If your competitors aren’t quite hitting the mark in these areas, consider it an opportunity to improve your own UX design. Just remember, the ultimate goal of monitoring competitor strategies is to create unique, quality experiences tailored to your specific audience.

Technical SEO Tactics: The Key to Better Search Engine Rankings

For optimal search engine rankings, technical SEO tactics are essential for optimizing your website. The organization of your content and its performance have a pretty big impact on how well you place in Google’s formula.

In addition to perfecting classic SEO elements, like headlines, title tags, URLs, and meta descriptions, here’s what else you need to know to optimize your content:

Image Source: DataBox

The Impact of Page Speed Optimization

A slow-loading page is like a closed door for users–they won’t wait around. Google considers page speed as an important ranking factor, meaning slower pages can potentially hurt your position in the SERPs.

• To enhance load times, compress images before uploading them or use caching plugins.
• You might also consider minifying CSS and JavaScript files on your website, which will also help reduce loading time.

Leveraging Image Optimization Techniques

Beyond reducing file size, you can optimize your images by adding relevant alt-text descriptions with each image. This helps search engines understand what the picture represents.

Image optimization techniques also include:

1. Adding descriptive file names instead of generic ones like “IMG1234.jpg”. These make both users’ browsing experience better and provide context for search engine bots.
2. Create alt-texts that accurately describe what’s shown in every image across all web pages within the domain.
3. Incorporate proper formatting when dealing with multiple URLs linking back to the same resource.

Unlocking the Power of Link Building Strategies

When done correctly, link building has major potential to boost your website’s search engine ranking.

Prioritizing Quality over Quantity in Links

When it comes to SEO, more doesn’t always mean better. Google’s algorithm prefers high-quality links from authoritative websites relevant to your brand’s content, rather than just sheer volume.

Cultivating Backlinks through Content Creation

Creating valuable and engaging content is a key component of successful link building. When you produce high-quality content that resonates with your target audience, it increases the likelihood of other websites linking back to your site. In fact, businesses with blogs receive 97% more backlinks to their website.

Building Relationships for Link Opportunities

Networking and building relationships with other website owners and influencers in your industry can open doors to valuable link opportunities. By making connections and providing value to others, you increase the chances of them linking to your website.

Avoiding Black Hat Link Building Tactics

While it may be tempting to take shortcuts, using black hat link building tactics can have some serious consequences for your website’s SEO. These tactics, like buying links or participating in link schemes, can hurt your rankings more than they’ll help them.

Optimizing Anchor Text for Relevance

When adding links into your content, it’s essential to use anchor text that’s relevant to the linked page. This helps search engines understand the context of the link and improves the overall user experience.

Monitoring and Analyzing Your Link Profile

Regularly monitoring and analyzing your link profile is crucial for identifying any potential issues or opportunities. Tools like Google Search Console and specialized SEO software can help point out useful information about the quality of your links.

Measure Your Results

As with any great marketing strategy, monitoring and measuring your results is crucial. Using analytics tools like Google Analytics allows you to gauge how well your website’s SEO strategy is performing in search engine rankings.

Here’s a short video on how Google Analytics can help you better understand the efficiency of your marketing efforts:

Video Source: GoDaddy

1. Tracking Organic Search Traffic

When you’re assessing an SEO campaign, the first thing you should review is organic search traffic. This metric shows the number of visitors who land on your site via unpaid (organic) listings from search engines rather than through paid ads or direct entries.

2. Assessing Keyword Rankings

Beyond traffic data, evaluating keyword rankings is also a crucial part of any business-based online marketing makeup. Keywords directly influence which sites appear first under Google’s algorithmic-driven SERPs.

Image Source: Adam Connell

Tools like SEMrush offer features that allow you to track keyword positions over time across multiple URLs. This can highlight key information about ranking shifts for specific keywords tied with your brand content influencing visibility on SERPs.

3. Reviewing Backlink Profile

The strength of backlinks to your website significantly influences where it will rank among other domains.

Ahrefs’ Backlink Checker tool helps determine not only the quantity, but also the quality and relevance of domain links pointing towards yours.

Remember, consistent analysis isn’t just about number crunching; Understanding trends over time is key too, so keep tabs regularly.

FAQs in Relation to Seo Not Working

How do I fix Google SEO?

To fix your Google SEO, first audit your site for issues. Then, optimize your brand’s content with relevant keywords and improve website speed. Also, consider implementing structured data markup.

How do you check if SEO is working or not?

You can use tools like Google Analytics or SEMrush to track metrics like organic traffic, bounce rate, and keyword rankings to determine the effectiveness of your SEO efforts.

How long does it take for your SEO to work?

SEO isn’t an overnight process; it typically takes around 4-6 months before you start seeing solid results.

Why is SEO getting harder?

The increasing complexity of search algorithms coupled with fierce competition makes achieving high SERP positions more challenging than ever before.

Master the Art of SEO Today

SEO isn’t just a one-time thing; it’s a game that keeps changing. To win, you’ve got to stay on top of search engine tricks, play the keyword game well, and make sure your website is user-friendly. When you find your own unique strategy, watch your results, and adjust as needed, you’re on your way to SEO success.

Are you ready to get more traffic to your site with quality content published consistently? Check out our SEO Blog Writing Service or schedule a quick consultation to learn more about how Marketing Insider Group can help you earn more traffic and leads for your business.

Great marketers are always on the hunt for the next big thing. The allure of new strategies, innovative tools, and cutting-edge technologies is undeniable. They promise to revolutionize our performance, to catapult our content to the top of the digital heap, and to keep us one step ahead in the race for online visibility.

Yet, there’s one strategy that remains steadfast in both its importance and its ability to deliver results: Search Engine Optimization, or SEO. It’s not the shiniest tool in the box, nor the newest. But it is, without a doubt, one of the most effective.

SEO is the compass that guides our content to its intended audience. It’s the tried and true strategy that, despite constant changes in the digital marketing landscape, stands the test of time.

In this blog post, we’re diving into the importance of SEO for content marketing, exploring why it remains a vital strategy for long-term success, and why every content marketer should be taking advantage of its power.

Quick Takeaways

• SEO helps businesses build trust and credibility, increase web traffic, gain visibility, and understand customers.

• The first spot on Google’s SERPs gets 27.6% of all clicks, and moving up just one spot in search results can increase CTR by a staggering 32.3%. 

• SEO produces greater returns on your investment over time. It leads to exponential growth in search ranking, readership, referral traffic, and visibility. 

• Hiring an SEO agency can provide businesses with an integrated approach to content creation and SEO, save time, keep the business up-to-date with SEO rules, offer expert guidance, deliver better results, and give a competitive edge.

What Is SEO?

SEO, or Search Engine Optimization, is a method used to increase the visibility of a website or a web page in a search engine’s unpaid results.

These results are often referred to as “organic search”, and account for 62% of traffic from digital sources.

Let’s break it down a bit more. Imagine you have a library full of books but no librarian. SEO is like the librarian of the internet. It keeps track of all the content on the web and helps search engines like Google find what they’re looking for.

When you type something into a search engine, SEO helps decide which websites or pages should show up first. It does this by looking at many factors, like:

• Frequency of updated information
• Security
• Ease of navigation
• Quality of content

In simpler terms, SEO is a way of making your website more attractive to search engines, which can lead to more people finding and visiting your website. It’s a crucial tool for anyone who wants their website to be found and visited by more people.

Why You Need SEO

Get this: The first spot on Google’s SERPs gets 27.6% of all clicks, and moving up just one spot in search results can increase CTR by a staggering 32.3%.

Image Source: Backlinko

Simply put, SEO is like a spotlight that shines on your business in depths of SERPs, boosting your visibility, traffic, and engagement. It’s a non-negotiable strategy for businesses that want to be seen. Here’s why:

• Building trust and credibility. Just like in the real world, trust and credibility are important on the internet. When your website shows up at the top of search results, people are more likely to trust your business. SEO helps you get to the top, establish authority, and build trust and credibility.
• Increasing web traffic. The better your SEO, the more people can find and visit your website. This is called increasing web traffic, and it’s a great way to get more potential customers.
• Being visible. SEO helps your business stand out in the crowd. There are millions of websites on the internet. SEO makes sure that when people search for something related to your business, they find you instead of your competitors.
• Understanding your customers. SEO also helps you understand what your customers are looking for. By using SEO, you can see what people are searching for and adjust your products or services to meet their needs.

Optimizing your digital content for search engines helps people find you, trust you, and understand what you can offer them.

SEO Works Like Compound Interest

If you’ve ever taken a business course or talked to a financial investor, you may likely have learned about the principle of compound interest and how powerful it is. It’s one of the many reasons that explain the financial growth and success of some of today’s millionaires and billionaires.

How compound interest works is that, when earning a consistent interest rate, your principal–the amount of money you initially invest–will grow, and as your principal grows so will the interest you earn, and this ultimately creates a snowball effect producing greater returns on your investment.

The author of the MarketingProfs article Timothy Carter states that SEO works the same way, given the right strategy is implemented properly. For example, when you create a piece of content that adds value to your target audience and industry, and you have a good distribution strategy to get it in front of the right people, including high value prospects as well as influencers and popular sites for promotion and syndication, your content will earn hundreds (and even thousands) of:

• Reads
• Social shares
• Inbound links
• Quality leads

This piece of content will continue to earn new readers, links, visibility and sales for your company over time, and as you create more related content, you’ll see the same growth pattern. Carter argues that this is what differentiates SEO from traditional marketing and advertising tactics.

Take pay-per-click ads, for example, you spend a specific amount of money for a certain amount of clicks. If your return on every dollar you spend is two dollars, that rate will remain consistent over time. You may be able to increase it by making changes to your ad copy or adding a new channel for promotion, but ultimately you will hit a ceiling with your growth.

SEO, on the other hand, works like compounding interest and so your growth won’t hit a ceiling. While one could argue that other strategies like email marketing also share qualities similar to compounding interest, Carter claims that SEO has one mathematical reason that gives it a winning advantage over other strategies–its exponential growth in:

• Search ranking
• Readership
• Referral traffic
• Visibility

4 Benefits Of SEO That Other Marketing Strategies Don’t Have

1. Search Ranking

Relevant, valuable content will continue to earn links over time, regardless of when it is published. This in turn improves the ranking of the individual webpage, moving it closer to the first page of search results.

Image Source: WordStream 

At the same time, any new content you subsequently create, which your audience finds relevant and valuable, will grow in a similar way. Together, all your content will help multiply growth in your brand’s total search rank.

2. Readership

Your readership will grow as you publish content more regularly and consistently and syndicate to popular, high traffic sites related to your industry. When you reach a level of popularity, you will start to see your readership grow exponentially simply as a result of your existing readership.

3. Referral Traffic

One of the many obvious benefits of creating relevant, valuable content is that it helps to reach, engage and ultimately convert your target audience. But another big benefit is that high-quality content helps you build inbound links.

The more inbound links you receive externally from authoritative websites in your space, the higher your content will rise in search results. And these external posts will continue to drive more referral traffic for you, even long past their publication.

As you build more inbound links, your website will rank higher in search engines, driving more awareness, traffic and readership to your site.

4. Visibility

As you continue to build relationships with more publishers and influencers and grow your social media following, your overall visibility in your industry will grow. You’ll also want to regularly track and identify any gaps and opportunities for improvement for each point of visibility, to ensure continuous, sustainable growth in the future.

These are just four of the many benefits you’ll see with developing a well-rounded SEO strategy. When combined with an effective content marketing and social media marketing strategy, you’ll see a much higher ROI than any other marketing strategies in the long haul.

Hiring an SEO Agency

Optimizing your website’s content for search engines is no easy task–especially if you have years of blog posts, case studies, and landing pages to sift through. That’s why in many cases, it’s best to leave it to the professionals.

Video Source: Casey’s SEO

Here’s why we recommend working with the experts:

1. Integrated Approach

Many SEO agencies also offer content creation services. This means they can help you create high-quality content that is optimized for search engines. An integrated approach ensures that your content and SEO strategies align, leading to better results.

2. Saving Time

Learning about SEO and applying it to your website can take a lot of time. By hiring an SEO agency, you can save this time and focus on other important parts of your business. This allows you to focus on what you do best, while the agency handles the SEO.

3. Staying Up-to-Date

The rules of SEO are always changing. What worked yesterday might not work today.

SEO agencies keep up with these changes and make sure your website is always ready to be found. They stay on top of trends and algorithm updates to ensure your website stays relevant.

4. Expert Guidance

SEO can be complex, like a puzzle with hundreds of pieces. An SEO agency has experts who understand how to put these pieces together.

They know how to improve your website so that search engines like Google can find it more easily. They understand the algorithms that search engines use and can tailor your website to meet these requirements.

5. Getting Better Results

An SEO agency uses proven strategies and tools to improve your website’s visibility. This means more people can find and visit your website, which can lead to more customers.

They also monitor and track your website’s performance, providing you with detailed reports on how your SEO is working.

6. Competitive Edge

With so many businesses online, standing out can be tough. SEO agencies help give your business a competitive edge by ensuring your website ranks high in search results.

This increases the chances of potential customers finding you before they find your competitors.

Lock In Long-Term Success Today with Marketing Insider Group

SEO isn’t just a strategy–it’s an essential tool for long-term success. It helps build trust and credibility, increases web traffic, and gives businesses a competitive edge.

By hiring an SEO agency, businesses can leverage professional expertise to navigate the complex landscape of SEO, making sure their content is seen, heard, and valued.

Are you ready to engage and convert new customers with high-quality content? Marketing Insider Group can help. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!

If you want to be successful in digital marketing, you have to stay ahead of the curve. And this time, it’s the new GA4 features that are making waves.

GA4 (Google Analytics 4) isn’t just any old update. It’s a complete rebuild, specifically designed to give marketers more insightful and useful data about their online audiences.

The more you know about who your users are, what they want, and how they interact with your website or app, the better you can tailor your marketing efforts to meet their needs. GA4 provides the tools and insights you need to gain this understanding, making it a key asset for any digital marketer.

In this blog post, we’re diving right into the new GA4 features. They can help you optimize your marketing efforts, engage with your audience more effectively, and most importantly, drive business growth.

Image Source: Google Help

1. New Unnotified Users Suggested Audience

Only 51% of iOS users enable push notifications. So if you have an app and have managed to get people to download it, there’s a whole lot of your users out there missing out on your updates or offers.

The “New Unnotified Users Suggested Audience” feature can help you identify users who have not been reached via push notifications. This allows you to engage with them more effectively, and make sure they don’t miss out on important information or updates.

Whether your goal is to increase user engagement, promote a new feature, or just remind your audience of the value your app provides, this feature can be a valuable tool. It’s designed to keep your app at the forefront of your users’ minds and helps you broaden your reach.

2. Access to GA4 Audience Builder in Google Ads

In the coming weeks, you’ll be able to build audiences directly in GA4. This means you can create and manage your audiences without having to switch between different platforms, making the process as smooth and efficient as possible.

Image Source: Google Help

Imagine being able to define your target audience, set up your campaign, and manage your ads all in one place. Not only does this save you time, but it also reduces the risk of errors that can happen when you’re transferring data between different platforms.

And, the less time you spend on tedious tasks, the more time you have to strategize and innovate.

3. Seamless Re-use of App and Web Audiences

This GA4 feature can make your life a lot easier when it comes to targeting the right users for your app campaigns.

As you know, reaching the right audience is key to any successful marketing strategy. You’ve probably spent a ton of time and resources building an audience in GA4 that perfectly matches your target demographic. Wouldn’t it be great if you could use this same audience for your app campaigns without having to start from scratch?

That’s exactly what the “Seamless Re-use of App and Web Audiences” feature allows you to do. Once you’ve created an audience in GA4, this feature targets your app campaigns at the relevant app users from your audience. This means you can avoid wasting resources on users who are unlikely to use your app and focus your efforts on those who will.

4. Additional Performance Uplift

This new GA4 feature is designed to automatically optimize your App campaign performance, making it a valuable addition to your digital marketing toolkit.

To get started with this feature, you’ll need to activate Google signals in your linked GA4 property. Once activated, the tool gets to work, analyzing your campaign data and making adjustments to help improve performance.

Whether it’s adjusting your bid strategy, refining your target audience, or tweaking your ad placements, the “Additional Performance Uplift” feature helps improve your campaign performance, freeing up your time to focus on the rest of your digital marketing strategy.

5. Comprehensive Web-to-App Conversion Measurement

The “Comprehensive Web-to-App Conversion Measurement” feature provides a more accurate and privacy-safe way to measure app conversions from web campaigns.

It’s more important than ever to have a clear understanding of your conversion paths, especially when it comes to tracking conversions from web campaigns that deep link users into an app.

Google has introduced a new privacy-safe URL parameter that enables better iOS app conversion measurement. This means you can track conversions from users who click on a web ad and then complete a conversion within your app.

Image Source: Optimize Smart

This feature provides a more complete picture of your conversion paths, helping you understand which of your marketing efforts are driving conversions. It’ll give you the insights you need to optimize your campaigns and drive better results.

6. Integrations with SKAdNetwork

The next feature is designed to enhance in-app event measurement and optimization.

Whether you’re tracking app installs or purchases, understanding in-app events can help you optimize your marketing efforts. With the new “Integrations with SKAdNetwork” feature, you can configure your SKAdNetwork conversion value schema.

This means you can set up a system to track and measure specific in-app events that are important to your business, giving you more flexibility and control. It’s designed to help you gain a deeper understanding of your app’s performance and guide your marketing decisions.

7. On-Device Conversion Measurement

Nowadays, privacy is a top concern for users. And as marketers, it’s our job to respect these preferences while still gathering the data we need to optimize our strategies.

Image Source: GroupSolver

With the “On-Device Conversion Measurement” feature, GA4 has rolled out additional support for more types of consented user sign-ins, like phone numbers. This means you can track conversions from users who sign in using these methods, providing you with more comprehensive data.

The best part is that this solution works without any user-identifying information ever leaving a user’s device or being disclosed to external parties, including Google. This means you can gather the insights you need while still respecting user privacy.

8. Geo-Based Conversion Lift Measurement

The last new GA4 feature is designed to help marketers run controlled experiments to better understand the effects of their iOS App campaigns.

Currently available in beta, this tool gives marketers the ability to run controlled experiments. This means you can compare the performance of your iOS App campaigns in different geographical areas to understand their effects more accurately.

For example, you’d be able to see how your campaign performs in one city compared to another, or how different regions respond to your marketing efforts. This kind of information could be key to refining your marketing strategy and optimizing your campaigns.

GA4 Features and Beyond

The new GA4 features are set to revolutionize the way we approach:

• App and web engagement
• Campaign management
• Performance optimization
• Conversion measurement

These tools have the power to provide key insights we need to drive marketing success. By taking advantage of these new GA4 features, you improve engagement, efficiently target campaigns, and respect user privacy, ultimately providing an exceptional user experience.

Are you ready to really give your audience the experience of a lifetime? Marketing Insider Group can help you create top-tier marketing content. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!

One of the best marketing events every year is Content Marketing World. I never miss it.

And this year the speaker lineup is unmatched. Elizabeth Banks is the headliner but I’m most excited for one of the best marketing speakers I’ve ever heard, Avinash Kaushik.

But What does Avinash know about content marketing. And why am I excited to see him speak? Stick around and I’ll fill you in.

Key Takeaways:

• Avinash Kaushik is a visionary marketer who always seeks to simplify the complexity of performance-based marketing
• His “See-Think-Do-Care” framework continues to be foundational for effective content marketing.
• Join me in watching Kaushik’s keynote speech at CMWorld 2023 on September 28, Actionable AI: Solutions for Unknown Unknown Problems!

Who Is Avinash Kaushik?

I heard him speak at another marketing event a few years ago. And while he dropped f-bombs like my kids spill their cheerios, he was also one of the most unique, intelligent, and passionate speakers I’ve ever seen.

His main message has always been to focus your efforts on stuff that works, using focused data and analytics. He thinks of marketing much more holistically than most: he believes marketing’s greatest value happens when we marry the art and the science, the long term and the short term.

He alsowants to eliminate “suckiness” from our lives. Which obviously gives me an opportunity to plug my best selling book Mean People Suck!

Check out Avinash’s recent CMWorld Community Talk to get to know him a little better:

An Admirable Career

Avinash’s bio states that he “helps executive teams, marketers and data analysts leverage innovative digital strategies and emerging technologies to outsmart their competitors.”

He was famous as the senior director of Global Strategic Analytics Google at Google, where he spent 16 years and led the company’s Google Analytics product.

Recently he transitioned to the C-suite, becoming Chief Strategy Officer of the global digital marketing agency Croud.

An Engaging Writer

If Kaushik’s Occam’s Razor blog is not in your feed, subscribe now!

Kaushik has written two best-selling books: Web Analytics: An Hour a Day and its follow-up, Web Analytics 2.0.

LinkedIn also selected Kaushik to be a Top Voice on LinkedIn (jealous!), which is a designation very people qualify for.

A Snarky Speaker After Our Own Hearts

Major brands have invited Kaushik to share his insights, including Porsche, Hyatt, IBM, Chanel, and Unilever. He’s an in-demand speaker for keynotes at conferences worldwide.

All those accolades are great, but the real reason we love him is his no-holds-barred, tell-it-like-it-is, practical style. Kaushik keeps it real, bringing a refreshing dose of humor and snark to keep you engaged.

(Here’s a perfect example:)

Image Source

Kaushik’s Stances on Business and Marketing

In all things, Kaushik wants organizations to learn how to collect the right data and commit to calculated risks in serving clients. At the same time, leaders need to be ready to pivot once the data indicates a clear need for change.

The 10/90 Rule

You know you’re doing something right when people worldwide adopt your principles and marketing models. Kaushik’s first big breakthrough was his 10/90 rule that he first shared in 2006.

This guideline can save a lot of budgeting headaches for marketers. Kaushik asserts that you must invest $90 on analysts for every $10 you spend on analytical tools.

Appropriately, the 10/90 rule puts the emphasis on the professionals who interpret data over the tools they use. This stops organizations from blindly investing in data analysis products and looking for unrealistic returns.

I think we could use the same principle in describing how we use AI in Content Marketing!

The See-Think-Do-Care Framework for Content Marketing

Kaushik’s See-Think-Do-Care model pushed companies to take advantage of digital communication to get more personal in their marketing. And it served as a model for me in my earliest days of content marketing.

He posits that the buyer funnel has four stages. Marketers should provide relevant content for each stage of the journey.

Image Source

1. See

The See stage includes your largest addressable qualified audience. This LAQA is just window shopping and puts purchasing decisions off to the future.

Instead of barraging these people with buy-now messages, content should grab their attention with relevant topics. This is a great time to be entertaining and informational to attract and draw users in.

2. Think

The Think phase is when buyers are sure they want to buy something soon. These individuals don’t have a definite interest in a particular product but realize they have a problem that needs solving soon.

At this stage, content marketing needs to be even more educational to guide the person toward a buying decision.

3. Do

The Do stage is where a buyer is ready to take action. The person knows the problem and understands how they want to solve it.

This individual is the most profitable prospect, and you can implement strong calls to action.

4. Care

Care is where most companies fall on their face. This is how you deal with real customers who loyally engage with you.

Kaushik defines this as a person who has made more than a single purchase. (A one-time buyer might be handling a one-off transaction or could be unhappy with the results and never come back.)

As the name suggests, personalization and emotion are at the heart of this stage. Companies must focus on building relationships with these users, not just pushing products.

How See-Think-Do-Care and Data Help Direct Marketing Efforts

As Kaushik explains, a business must gather data to find out where buyers are in the See-Think-Do-Care framework. Organizations then use the info to focus marketing efforts in areas with the most significant return on investment.

This image gives a practical breakdown of where to use each type of marketing. You’ll notice that content through display ads and search engine optimization proves cost-effective throughout the entire journey.

Image Source

Crucially, a company has to use the correct metrics for each funnel section. Many marketers have fallen into the trap of measuring everything by conversions, which really only works in the Do phase.

By relying on the appropriate metrics at the right time, marketers can make more cost-effective decisions about campaigns.

Kaushik’s Views on AI

I know marketers are eager to hear his thoughts on the recent developments of AI and Marketing.

His take is sure to be a balanced approach and promising for any of us “meatbags” who are worrying about a robot revolution coming to take our jobs.

On a recent podcast, he emphasizes using AI as an enhancement to our work instead of replacing it. This thought jibes with his contentions in the 10/90 rule, which promotes a larger investment in workers than technology.

In any case, we look forward to him giving us practical pointers on the subject.

Avinash Kaushik’s Talk at Content Marketing World 2023

We can’t wait to see what Avinash Kaushik has to say about AI at CMWorld 2023. He’s on the Keynote Stage on Thursday, September 28, 8:25 AM Eastern Time discussing Actionable AI: Solutions for Unknown Unknown Problems!

I’m speaking at Content Marketing World as well! Join me for new ideas to reinvigorate your strategies and evolve your content marketing. Register here and save $100 on registration with my promo code BRENNER100.

Have you ever found yourself scratching your head, wondering how your competitors are churning out fresh content at lightning speed? It’s like they’ve got a secret weapon, right? Well, they do, and it’s called generative AI.

Brainstorming ideas, crafting engaging copy, and then doing it all over again–it’s a never-ending cycle. Generative AI has the power to support the process of creating human-written and still original content. It’s also capable of providing valuable insights that can help you better understand and serve your audience.

In this post, we’re discussing why every marketer should be using Generative AI in 2023, and 7 specific ways you can start leveraging this technology.

Quick Takeaways

• Generative AI doesn’t just replicate the data it was trained on, but instead learns the underlying patterns and structures of this data to create new content structures. 
• 71% of consumers feel frustrated when their experience is impersonal. Generative AI can help tailor marketing messages to fit each customer’s needs and preferences.
• AI generated content still needs to be reviewed, re-written, and edited by a human to make sure it meets your brand’s standards and resonates with your audience.
• According to a recent research study, 73% of marketers in the United States are already using generative AI tools, like chatbots. 

What Is Generative AI?

It’s no secret that generative AI’s popularity is on the rise. But what is it? And how can it help you as a marketer?

Image Source: Precedence Research

At its core, generative AI is a type of artificial intelligence that focuses on creating new content. It uses machine learning models to predict words that’s similar to the data it was trained on. This can include a wide range of content types, like:

• Text
• Images
• Music
• Complex designs or patterns

The main appeal of generative AI is its ability to create unique outputs. It doesn’t just replicate the data it was trained on, but instead learns the underlying patterns and structures of this data to create something new.

Why Marketers Need to Use Generative AI

When you take advantage of generative AI, it’s like having an extra set of hands that can create content quickly and efficiently. More specifically, generative AI can help with:

• Personalization. Did you know that 71% of consumers feel frustrated when their experience is impersonal? By analyzing data about our customers, generative AI can help us tailor our marketing messages to fit their needs and preferences. This means more relevant content for our customers, and better results for our campaigns.
• Data Analysis. Generative AI can also help us make sense of all the data we collect. It can spot trends and patterns that we might miss, helping us make more informed decisions about our marketing strategies.
• Scalability. With generative AI, we can create a wide range of content without needing to increase our team size or workload. This means we can scale our marketing efforts quickly and efficiently.

Generative AI can help you create better, more personalized content, make smarter decisions, and scale your marketing efforts. According to a recent research study, 73% of marketers in the United States are already using generative AI tools.

7 Ways Marketers Can Use Generative AI in 2023

1. Content Creation

We all know that creating fresh, engaging content is a crucial part of marketing. But if we’re being honest, it can also be time-consuming. That’s where generative AI can help.

Remember, generative AI uses the data it’s been trained on to create new content. For example, if you feed it a bunch of your best-performing blog posts, it can generate a new post that matches the style and quality of those posts.

The key to success is to know that generative AI doesn’t replace the need for human oversight. Think of it as a helper, not a replacement. The content it produces still needs to be reviewed and edited by a human to make sure it meets your brand’s standards and resonates with your audience. And as a result, your content is more likely to:

• Build trust
• Create an emotional connection
• Help readers understand context
• Represent your brand’s values

Image Source: WordStream

And, by speeding up the initial content creation process, generative AI can free up your team to focus on other important tasks, like strategy and customer engagement.

2. Customer Segmentation

Understanding your customers is key, and one of the best ways to do that is through customer segmentation.

Customer segmentation involves dividing your customers into groups based on characteristics like their:

• Behaviors
• Demographics
• Wants
• Needs

This can help you tailor your marketing efforts to each group, making your campaigns more effective, but it can also be a complex process.

Generative AI can analyze your customer data and create detailed customer segments. It can spot patterns and trends in the data that might be hard for us humans to see.

Using generative AI to your advantage can ultimately the guesswork out of customer segmentation, helping you deliver more personalized and effective marketing campaigns.

3. Predictive Analysis

When it comes to predicting the future of your marketing campaigns, you can’t rely on a crystal ball. But, generative AI might be the next best thing.

A staggering 63% of marketers are already using generative AI to analyze market data and forecast future outcomes.

Image Source: MNTN Research

When it comes to predictive analysis, generative AI analyzes past data to help marketers understand which marketing strategies will be most effective, or how a customer might respond to a new product.

For example, it might analyze your sales data history to predict which products are likely to be best-sellers in the coming months. Or, it could analyze customer behavior data to predict which customers are most likely to make a purchase.

With the help of generative AI, you can make more informed decisions and stay one step ahead in your marketing strategies.

4. Chatbots and Customer Service

Next on our list of generative AI applications is something you’ve probably interacted with before: chatbots.

Chatbots can be a game-changer for customer service. They’re always available, they can handle multiple queries at once, and they never get tired. Plus, they can provide instant responses, which is a big win for customer satisfaction.

Here’s how it works: Generative AI uses the data it’s been trained on to generate responses to customer queries. For example, if a customer asks about your return policy, the chatbot can provide a detailed response based on the information it’s learned.

Generative AI can also personalize these responses based on the customer’s information. So, if a customer asks for product recommendations, the chatbot can suggest products based on the customer’s past purchases or browsing behavior.

5. Ad Optimization

Ad optimization ensures that your ads are as effective as possible. This could mean:

• Tweaking the ad copy
• Changing the design
• Adjusting where and when the ad is shown

It’s a lot of trial and error, and it can be a time-consuming process.

Luckily, generative AI can help by analyzing your past ad performance to suggest improvements. It might notice that ads with a certain type of image perform better, or that ads shown at a certain time of day get more clicks.

Generative AI can also test different versions of an ad to see which one performs best. This can help you make data-driven decisions about your ad strategy, without having to rely on guesswork.

6. Social Media Monitoring

Social media is a goldmine of customer insights. But keeping track of all those comments, likes, and shares can feel like trying to drink from a firehose.

Generative AI can help by analyzing social media data to spot trends and patterns. For example, it might notice a spike in mentions of your brand after a certain campaign, or it could identify common themes in customer comments.

It can also generate reports or alerts based on this analysis. So if there’s a sudden increase in negative sentiment about your brand, generative AI can let you know so you can respond promptly.

And, since generative AI works in real time, you can stay on top of the social media chatter without having to constantly monitor every single post. To learn more about social media monitoring with generative AI tools, check out the video below.

Video Source: Liam Evans

7. Product Development

Creating a new product or improving an existing one is no small task. It involves:

• Understanding customer needs
• Brainstorming ideas
• Testing
• Refining

With the help of generative AI, you can analyze customer feedback and market trends to generate ideas for new products or improvements to existing ones. For example, generative AI might notice that customers are asking for a certain feature in your product reviews, or it could spot a trend in the market that your product could tap into.

Generative AI can also help test your ideas. It can create a virtual prototype of a new product and simulate how it would perform in the market. This can help you refine your ideas before you invest in developing them. This means you can iterate on your ideas faster and get your products to market quicker.

All Aboard the Generative AI Train

As we move forward, it’s crucial for us marketers to understand and embrace technologies like generative AI. It’s not just about keeping up with the latest trends, but about staying ahead of the curve and delivering the best possible results for our businesses and our customers.

Ready to start sharing top-tier marketing content without the time commitment? Marketing Insider Group can help. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!

In today’s digital landscape, social networks play a pivotal role in business growth and brand awareness.

This comprehensive guide explores the top social networks that offer unique opportunities for businesses to connect, engage, and thrive in the online sphere.

Why Social Media Is Important For Business

Social media is important for business, because it allows a business to connect directly with customers. It can also enhance various aspects of business operations and marketing, when used efficiently. Here are 9 reasons why you should consider using social media for your business:

1. Brand Awareness: It helps in building brand recognition by engaging with a broad audience, spreading the word about products and mission.
2. Customer Engagement: Social media allows businesses to interact with customers in real time, fostering community and deepening relationships.
3. Increased Traffic: By sharing content on social media, businesses can drive more traffic to their websites, enhancing opportunities for conversion.
4. Customer Insights: It provides valuable data about customer preferences and behaviors, enabling more targeted and effective marketing strategies.
5. Cost-Effective: Compared to traditional advertising, social media marketing is often more budget-friendly, offering a higher return on investment.
6. Reputation Management: Allows for quick response to customer feedback, both positive and negative, and helps in managing the brand’s online reputation.
7. Competitor Analysis: Observing competitors’ social media activities can provide insights into market trends and uncover areas of opportunity.
8. Targeted Advertising: Paid social media advertising allows for precise targeting based on demographics, interests, and behaviors, ensuring that ads reach the most relevant audience.
9. Talent Acquisition: It’s also a channel to showcase company culture and values, attracting potential employees.

When consider the use of social media, you need to choose the right network for your business.

Choosing the Right Social Network

Understand Your Audience

Before diving into the world of social networks, it’s crucial to understand your target audience. Different platforms cater to diverse demographics, so aligning your choice with your audience’s preferences ensures maximum impact. Surveys and audience research are essential to gauge your followers’ needs.

Match with Business Goals

Select social networks that align with your business objectives. From brand visibility to sales, platforms like Facebook and LinkedIn offer varied advantages that can contribute to success. Understand which network supports your business’s specific goals. For example, do you know where your website traffic and leads comes from? How much traffic does social media contribute to those outcomes?

Evaluate Platform Features

Explore the features of each social network to make informed decisions. From LinkedIn’s professional networking to Instagram’s visual appeal, understanding the unique offerings empowers you to make the right choices.

PS – Check out these 13 Amazing Examples of Brands on Social Media

Top 9 Social Networks for Businesses

Facebook: Connecting with a Global Audience

Learn how Facebook’s extensive user base and targeted advertising options make it an ideal platform for businesses of all sizes.

LinkedIn: Professional Networking and B2B Opportunities

Discover how LinkedIn provides a hub for industry professionals and B2B connections, making it a valuable asset for networking and lead generation.

Twitter: Real-time Engagement and Trending Conversations

Explore how Twitter’s rapid-fire nature enables businesses to engage with audiences in real time and leverage trending topics for visibility.

Instagram: Visual Storytelling and Brand Identity

Uncover Instagram’s visual-centric approach and harness the power of compelling imagery to showcase your brand’s story and values.

YouTube: Video Marketing and Engagement

Dive into YouTube’s video-sharing capabilities and learn how to create and promote video content that resonates with your audience.

Pinterest: Inspiring Ideas and E-commerce Opportunities

Learn how Pinterest’s emphasis on visual discovery can drive e-commerce sales and inspire audiences to explore your products and services.

TikTok: Short-Form Video for Creativity and Entertainment

Explore the rising star of short-form video content and how businesses can use TikTok’s playful platform to captivate and entertain users.

Snapchat: Fostering Authentic Connections

Discover how Snapchat’s ephemeral nature encourages authentic interactions and how businesses can leverage this for genuine engagement.

Reddit: Niche Communities and Direct Interaction

Navigate the diverse landscape of Reddit’s niche communities and discover how direct interaction can build brand loyalty and credibility.

Here’s an overview of some of the top social networks from Wordstream:

Crafting an Effective Social Media Strategy

Establish Clear Goals and Metrics

Setting clear and measurable goals is vital for a successful social media strategy. They guide your efforts and provide a way to evaluate success. Utilizing SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) can provide clarity and direction. Here’s an exp:

• Specific Goals: Identify what you want to achieve, like increasing engagement or brand awareness.
• Measurable Metrics: Choose metrics that can be quantified, such as the number of likes, shares, or followers.
• Align Goals with Overall Business Objectives: Ensure that social media goals align with overall business goals.
• Relevant: Make sure your goals relate specifically to the outcomes social media can provide
• Timing: Can the results be achieved in the timeframe when you will be reviewed?

Harness the Strengths of Each Network

Leveraging the unique strengths of each social platform ensures a cohesive strategy:

• Identify Platform Strengths: Determine what each platform excels at. For example, Instagram is visual-heavy, while LinkedIn focuses on professional connections.
• Tailor Content to Platforms: Create consistent content that resonates with the specific audience of each platform.
• Unified Messaging: Maintain consistency in messaging across platforms to create a unified brand image.

Integration with Overall Marketing Efforts

A successful social media strategy must be integrated with other marketing channels:

• Consistency in Messaging: Ensure that social media content aligns with other marketing materials.
• Cross-Promotion: Utilize social media to enhance and promote other marketing initiatives, such as email campaigns or events.
• Measure Integration Success: Track how social media supports other marketing efforts, adjusting as needed for better cohesion.

By following these principles, you can craft a social media strategy that supports and enhances your overall marketing efforts. But keep in mind that oftentimes, social media alone isn’t enough to drive your business growth.

Overcoming Challenges and Risks

Addressing Online Reputation

Maintaining a positive online reputation is paramount in the digital age. Negative reviews or feedback can seriously impact a brand’s image. Here’s how to navigate this terrain:

• Monitoring: Regularly monitor your brand mentions, comments, reviews, and feedback across various platforms.
• Responding to Negative Feedback: Address negative comments promptly and professionally. Apologizing and offering solutions can turn a negative experience into a positive one.
• Encouraging Positive Reviews: Encourage satisfied customers to leave positive reviews. Share them to foster trust.
• Consistent Brand Image: Ensure a consistent brand message across platforms to build credibility.
• Crisis Management Plan: Have a plan in place for handling more serious reputational crises.

Privacy and Data Security

With increased concerns over privacy and data breaches, safeguarding user data is essential:

• Understanding Regulations: Be aware of and comply with all relevant data protection laws, like GDPR.
• Implementing Security Measures: Use encryption, secure passwords, and other technology solutions to protect data.
• Transparent Privacy Policies: Clearly explain how user data is collected and used, and ensure users agree to these terms.
• Regular Security Audits: Conduct regular checks to ensure that all security measures are up-to-date and effective.
• Educating Staff and Users: Ensure that everyone involved knows the importance of data security and how to adhere to best practices.

By addressing these challenges and implementing these strategies, businesses can create a trustworthy online presence and protect their brand and audience from potential risks. The focus must always be on transparent, ethical engagement with consumers, coupled with robust data protection mechanisms. This not only builds trust but aligns with legal compliance and ethical business practices.

Measuring and Optimizing ROI

Implement Effective Measurement Techniques

In order to understand the success of your social media campaigns, it’s essential to have robust measurement methods in place:

• Choose the Right Metrics: Identify the metrics that align with your specific goals, such as engagement rates, click-through rates, conversion rates, etc.
• Utilize Analytics Tools: Platforms like Google Analytics, Facebook Insights, and others provide detailed tracking and reporting capabilities.
• Track ROI: Understand your return on investment by comparing the costs of your campaigns to the revenue generated.
• Create Custom Dashboards: Use custom dashboards to monitor key performance indicators (KPIs) and visualize trends.
• Test and Learn Approach: Implement A/B testing to understand what works and what doesn’t, thus learning and iterating.

Continuous Optimization

Success in social media marketing isn’t a one-time event. Continuous optimization is key:

• Regular Performance Analysis: Routinely review campaign performance data to detect what’s working and what’s not.
• Adjust Strategy Accordingly: Make data-driven decisions to tweak or overhaul strategies, such as reallocating budget to high-performing channels or revising content strategy.
• Utilize Automation Tools: Tools that allow for automated optimization can save time and enhance performance.
• Monitor Competitors and Industry Trends: Stay aware of what competitors are doing and the latest industry trends to ensure your strategy remains relevant.
• Encourage Team Collaboration: Regular meetings with your team to discuss findings and brainstorm new ideas can foster innovation.

Both the measurement and continuous optimization aspects are interconnected. Utilizing analytics to understand your campaigns allows for informed decision-making and ongoing improvements. The combination of effective measurement and continuous optimization creates a dynamic and agile approach, enabling organizations to maximize impact and stay ahead of the competition. Remember, what gets measured gets managed, and constant iteration ensures that your social media efforts are aligned with the ever-changing landscape.

Conclusion

Embrace the power of social networks to elevate your business to new heights. By choosing the right platforms, crafting a compelling strategy, and overcoming challenges, you can leverage the unique opportunities that each network offers. Start your journey toward social media success today.

Need Engaging Content for Your Social Media?

If you are ready to get more traffic to your site with quality content that’s consistently published, check out our Content Builder Service. Set up a quick consultation, and I’ll send you a free PDF version of my books. Get started today and generate more traffic and leads for your business.

We’re living in a world where marketing ads are flying at us in every direction. It feels like a never-ending game of dodgeball, and we’re all just trying to avoid getting hit.

We hate to be the bearer of bad news, but your buyers are tired of it. They’re turned off by old marketing tactics, impersonal emails, and robotic B2B buying processes.

The proof? Email usage has dropped by 25%. That’s a quarter of your audience that’s no longer engaging with one of your most common marketing channels.

But, it’s not all doom and gloom. While traditional tactics are losing steam, the demand for immediacy is on the rise. And we’re not talking about a small increase here – 64% year-over-year growth. Buyers want information, and they want it now.

So, what’s the solution? How do we bridge this gap between what buyers want and what they’re getting? We need to make business personal again. Stop shouting at your audience and start having conversations with them. Listen to their needs, understand their challenges, and provide solutions in real-time.

The best way to do this is through conversational content.

Conversational content is more than just a marketing strategy. It’s a reliable way to build genuine relationships with your audience, cut through the noise, and connect with your buyers on a deeper level. And in this post, we’re sharing everything you need to know to get started.

Quick Takeaways

• 65% of buyers feel that vendors aren’t demonstrating a thorough understanding of their needs 
• The sales cycle for nurtured leads is 23% shorter, and companies that perfect lead nurturing generate 50% more sales-ready leads at a 33% lower cost
• 54% of Americans between the ages of 16-74 read below a sixth-grade level, so using simple language in your writing is key
• Delivering personalized recommendations through conversational content helps boost customer loyalty and retention

What Is Conversational Content?

Writing conversational content for your audience means speaking their language, understanding their needs, and making them feel heard.

Image Source: Gitnux Blog

Imagine you’re at a networking event. You wouldn’t just walk up to someone and start spewing out facts and figures about your business, right? You’d start with a friendly hello, ask about their day, and gradually steer the conversation towards business. That’s exactly what conversational content is about.

In the digital world, conversational content can take many forms. It could be:

• A blog post written in a casual, engaging tone
• A social media post that asks your followers a question
• A chatbot that helps your customers find what they need on your website

The key is to choose a form of content designed to engage your audience in a conversation, rather than just broadcasting information at them.

Why does this matter? People are bombarded with content from all sides. To cut through the noise, you need to connect with your audience on a deeper level. Conversational content makes your audience feel like they’re having a one-on-one chat with you, even when they’re just reading a blog post or interacting with a chatbot.

5 Benefits of Conversational Content

Conversational content makes your audience feel heard, understood, and valued. It’s about turning monologues into dialogues, and spectators into participants.

But it’s not just about your audience – your business will reap the benefits, too.

1. Humanize The Buying Experience

We’ve all had a couple B2B transactions that feel too robotic. Conversational content changes that.

It adds a human touch to your interactions, making your audience feel like they’re dealing with real people, not faceless corporations. And that can make all the difference in building strong, lasting relationships.

In the B2B world, this is called lead nurturing, and serves as a powerful tool to convert leads into buyers. In fact, the sales cycle for nurtured leads is 23% shorter, and companies that perfect lead nurturing generate 50% more sales-ready leads at a 33% lower cost.

Image Source: Waypost Marketing

2. Boost Engagement

Have you ever noticed how your posts that get the most likes, shares, and comments on social media are the ones that spark conversations? That’s no coincidence.

Conversational content is designed to engage your audience, encouraging them to interact with your brand and each other. And in the world of digital marketing, engagement is gold.

3. Learn More About Your Buyers

Conversational content isn’t just about talking – it’s about listening, too.

By engaging your audience in a dialogue, you can gain valuable insights into their needs, preferences, and pain points. And that can help you tailor your products, services, and marketing strategies to better meet their needs.

4. Convert Better Leads

Conversational content is persuasive. By speaking your audience’s language and addressing their needs directly, you can guide them down the sales funnel more effectively. And that means more conversions, more sales, and more growth for your business.

Image Source: Thompson Data 

5. Deliver Personalized Recommendations

Have you ever been to a restaurant where the waiter remembers your favorite dish? Feels good, right? That’s the power of personalization.

With conversational content, you can deliver personalized recommendations to your audience, making them feel valued and understood. And that can go a long way in boosting customer loyalty and retention.

Image Source: Marketing Charts

11 Tips For Writing Conversational Content

1. Ask Engaging Questions

Your audience doesn’t want to have a one-sided conversation. That’s why in your content, you have to ask engaging questions.

Questions spark curiosity, invite responses, and make your reader feel part of the conversation. So, don’t just talk at your audience, talk with them.

Ask them what they think, how they feel, or what they want. It’s a simple trick, but trust us, it works in making your content more conversational and engaging.

2. Use Simple Language

When it comes to writing conversational content, you have to ditch the jargon and complex words. Speak like a human – because remember, you’re not writing a textbook, you’re having a conversation. Plus, 54% of Americans between the ages of 16-74 read below a sixth-grade level, anyway.

Image Source: Snopes

This means it’s important to use words that your audience uses in their daily life. Keep your sentences short and sweet. And most importantly, make sure your message is clear and easy to understand. Because at the end of the day, if your audience doesn’t get what you’re saying, they aren’t going to stick around.

3. Keep Your Sentences Short

Short sentences are your best friends. They make your content easier to read and understand.

Think of it like this: Each sentence is a bite-sized piece of information that your reader can easily digest. So, cut the fluff, get straight to the point, and keep your sentences short and snappy.

Not only will this make your writing more engaging, but it’ll also give it a nice, conversational rhythm.

4. Don’t Be Afraid of Contractions

Words like “you’re”, “it’s”, and “don’t” give your writing a relaxed, casual tone. They make your content sound more like a conversation and less like a formal speech.

So, don’t shy away from using contractions in your writing. They can help you break down the wall of formality and connect with your audience on a more personal level.

Remember, the whole point of conversational content is to make it feel like you and your reader are having a friendly chat. And in a chat, contractions are more than welcome.

5. Avoid Passive Voice

Passive voice makes your writing sound distant and formal, which is a no-go for conversational content.

That’s why it’s best to stick with an active voice. For example, instead of saying “The report was read by the team”, say “The team read the report”. It’s more direct, more engaging, and gives your writing an energetic feel. Plus, it makes it clear who’s doing what, which can help avoid any confusion.

6. Be A Storyteller

Who doesn’t love a good story? They’re engaging, relatable, and way more fun to read. That’s why they’re a great tool for conversational content.

Video Source: BBC Ideas

Whether it’s a success story, a case study, or a simple anecdote, stories can bring your content to life. They can help you illustrate your points in a way that’s easy to understand and remember. Plus, they can evoke emotions, making your audience feel more connected to your brand.

Next time you’re writing, try to weave in a story or two. It’s a surefire way to make your content more engaging and memorable.

7. Use Second-Person Voice

Have you noticed how much more engaging it is when someone speaks directly to you? That’s the power of the second-person voice.

Using words like “you” and “your” makes your content feel like a direct conversation with your reader. It makes them feel seen, heard, and valued. Plus, it helps you tailor your message to your reader’s needs and interests, making your content more relevant and engaging.

Speaking directly to your reader is a simple change, but it can make a world of difference in making your content more conversational.

8. Break The Grammar Rules

We’re not saying you should throw all grammar rules out the window. But sometimes, bending them a little can make your content feel more conversational.

Image Source: Forge & Spark

Starting a sentence with “And” or “But” is totally fine in conversational content. Using fragments for emphasis? Go for it.

The key is to keep your writing clear and understandable. If breaking a grammar rule helps you do that, then break away. Just remember, the goal is to engage your reader, not confuse them. Use your judgment, and don’t be afraid to bend the rules a little.

9. Use Informal Linking-Words

Linking-words are like the glue that holds your sentences together. And in conversational content, informal linking-words like “so”, “but”, and “and” can make your writing flow more naturally.

They can help you transition from one idea to the next, making your content easier to follow. Plus, they can give your writing a casual, friendly tone, which is key for conversational content.

So, don’t be afraid to sprinkle some informal linking-words into your writing. They’re a simple way to make your content more engaging, more readable, and more conversational.

10. Include Examples

Sharing examples can make your points clearer, your arguments stronger, and your content more engaging.

Whether it’s a case study, a real-life scenario, or a simple analogy, examples bring your ideas to life. They can help your readers understand complex concepts, see things from a new perspective, and relate to your content on a deeper level.

11. Write for One Person

Our little secret: the best conversational content feels like it’s written just for you. That’s why it’s a good idea to write for one person.

Imagine you’re writing for a friend, a colleague, or a specific customer. Use language they would use, address their specific needs, and speak directly to them.

This can make your content feel more personal, more relevant, and more engaging. Plus, it can help you build a stronger connection with your audience. Forget about the crowd and focus on the one.

Start Sharing Conversational Content Today

Start creating conversational content that speaks your audience’s language, understands their needs, and makes them feel heard. Remember, it’s not about shouting at your audience – it’s about starting a conversation with them.

Ready to start sharing conversational content? Marketing Insider Group can help. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!

Do you feel like your B2B content marketing strategy has become stale and your methods don’t seem to be getting the results they used to?

It’s vital to stay up-to-date with the latest trends and tactics if you want to stay relevant to your audience and avoid falling behind your competitors. If you haven’t changed up your content strategy in the last 12 months, it’s time to take stock, figure out what’s working, and consider what new tactics you can employ to make the most out of your content.

In this in-depth article — call it ultimate guide, if you will — we’ll cover the steps to building a B2B content marketing strategy that:

• targets the right audience
• optimizes your internal processes
• produces high-value content
• improves lead generation and conversion rates

Let’s get started!

Quick Takeaways:

• Marketing and sales alignment makes B2B content marketing strategies more effective.
• For best results, companies should create multiple types of content delivered across multiple channels.
• B2B companies can leverage AI to produce and promote content at optimal levels.
• Personalized content improves your conversion rates and builds one-to-one brand-customer relationships.
• Your employees can tell your brand story more convincingly than anyone else.
• Data enables companies to continually improve and refine their strategies based on real-time insights.
• Content marketing agencies help save costs and execute more scalable strategies.

Develop Your Ideal Customer Profile

Making the initial connection with prospective customers used to be the responsibility of sales reps. Today, in a digital landscape where most users are doing their brand research online, your company’s content does much of the engagement work that once fell under your sales team.

B2B companies have the unique challenge of selling to both companies and individuals. To do that, they need separate frameworks for defining each target audience. The first is the ideal customer profile (ICP), which describes the organizational attributes that describe your perfect customer — the kind of company that would benefit most from your solutions.

Ideal customer profiles take into account characteristics like company size, industry, budget, location, customer base, and current technologies. They help B2B companies better understand customer pain points and needs and build targeted strategies to address them.

ICPs also help companies shift away from the “everyone is a prospect” mindset — AKA casting the widest net possible and pursuing every single lead. Instead, they can focus on pursuing qualified leads that fit the right profile, which leads to better efficiency, higher conversion rates, and increased sales and revenue.

Define Your Buyer Personas

Once you have your ICP completed, it’s time to move on to buyer personas. Every marketer is familiar with the term “persona” but few actually approach them the right way. Personas should focus not on arbitrary individual traits but rather what people are trying to accomplish in their roles.

In this way, buyer personas are extremely relevant for B2B companies because they focus on the decision makers within organizations that fall under your ICP.

Here’s a good visual that shows the relationship between your ICP and buyer personas:

As you can see, you’ll likely have more than one buyer persona under each of your ICPs. Every persona requires tailored messaging that aligns with the specific motivations of someone in that role for seeking your solution. B2B purchase decisions are a big deal to the people who make them — not only do they require a significant financial investment, they have larger impacts on that person’s entire organization.

When you craft content that resonates with your buyer’s unique needs and motivations, you put their minds at ease and increase the likelihood that they’ll make a purchase.

Know Your Buyer Journey and Sales Process Inside Out

Up next are your buyer journey and sales process, two related but different components of your B2B content marketing strategy. Your buyer journey describes the journey your buyer goes through on their way to becoming a customer. Your sales process describes how you guide them through that journey.

The buyer journey should dictate your sales process, and never the other way around. You can’t control the actions and behaviors of your prospective customers. Instead, you need to know what they are and align your sales process to them.

Here’s a good example of a sales process aligned with a buyer journey:

You might be wondering: how exactly does this relate to content? Today, B2B buyers conduct between 57-70% of their research before they ever get in touch with a brand. So how are they learning about and connecting with your brand during the early stages of the buyer journey?

You guessed it — your content.

When you align your sales process with your buyer journey, you can then create content that’s specifically valuable for each of these stages. This is more important than you might think. If you are just becoming aware of your need for a solution, for example, you need educational content, not a product demo or pricing model. If you’re in the decision stage, however, that kind of information is exactly what you do need.

In summary, an aligned sales process and buyer journey ensures that the right content gets to the right audience at the right time, delivering the highest possible value and moving people forward through their buyer journey.

Align Your Marketing and Sales Teams

Marketing and sales teams have the same high-level goals, right? They both want to attract more customers and earn more sales for their company. But for some reason, aligning marketing and sales teams is one of the most common challenges companies face as they develop their B2B content marketing strategy.

Recent research found that 58% of B2B professionals feel that their marketing and sales alignment isn’t as strong as it should be. This, even though companies that do align their teams well experience higher retention rates, higher sales, and are 67% better at closing deals.

So what gives?

Most of the time, this is due to lack of clarity around the separate (but complementary!) roles that these two functions play in acquiring new customers.

Marketing teams are responsible mainly for building awareness. They’re the creative brain behind a company’s content. They work to define the right brand voice, tone, and design. They come up with content ideas and typically have the writers, designers, and editors on staff to create it.

Sales teams, on the other hand, are not creating content — but they are using it. Sales reps are the direct liaisons between a company and their prospective and current customers. They use content to communicate effectively, convert sales, and keep customers happy after a purchase is complete. This is often called sales enablement content.

You can see here how marketing and sales roles align with a traditional sales funnel:

To optimize your B2B content marketing strategy, there should be a continuous communication loop between your marketing and sales teams. Marketing guides your sales reps through the right messaging and branding, and sales reps provide crucial feedback about how customers are receiving your content.

A good place to start is by collaborating on goal-setting activities. When teams build buy-in together, they’re more likely to stay aligned along the way. Then, foster collaboration with frequent meetings to assess progress, share feedback and ideas, and make adjustments to your strategy that benefit both teams.

Choose Your Content Types and Channels

A hallmark of a strong B2B content marketing strategy is diversity of content and distribution. Your B2B content marketing strategy should include different types of content distributed using a multichannel approach.

Let’s talk first about the content types commonly used by B2B companies:

Blogs

An active blog is a must for every content marketing strategy. It serves as the primary driver of organic web traffic and houses your content library. Blogs should ideally be updated multiple times per week (between 11-16 times per month).

Video

Video is predicted to account for 82% of all web traffic by the end of this year. It’s also the most in-demand type of content by users B2B companies can use video to provide topical content, webinars, product demos, live event streams and more.

Infographics

Infographics are an extremely effective way to share a lot of information in one centralized, easily digestible format. Users love infographics and share them more than most other types of content.

Ebooks

Ebooks are educational documents (usually downloadable) that provide extended coverage on a topic of high interest to your audience. They’re usually somewhat casual and have a heavy design element to them.

Whitepapers

Whitepapers share a similar purpose with ebooks, but are longer-form and a bit more academic. They deep dive into a topic and are usually positioned for audiences who are already somewhat seasoned in the topic it covers.

Case Studies

Case studies are the best way to demonstrate the real-world applicability of your solutions while showcasing current happy customers. They use storytelling to share how your products and services have made a positive impact on current customer organizations (you can see some MIG examples on our dedicated case studies page).

Podcasts

Podcasts are all the rage right now, and B2B companies are taking note. They are fairly easy to produce and can be a great way to showcase your company’s expertise on topics related to your industry and important to your customers.

What about channels? Multichannel distribution is the best way to ensure your content is reaching your target audiences in the places where they’re looking for it. Most companies use 4-6 content distribution channels, but if you’re just building your B2B content marketing strategy it’s a good idea to start with two and build it out gradually.

You can see below the many different types of channels B2B companies have to choose from:

Image Source

While there are some must-include channels like your website and email, it’s up to each company to determine which other channels will be most effective at reaching your target audience.

Create a B2B-Focused Content Plan

Your B2B content marketing strategy needs an execution plan behind it to keep your teams on track and accountable. There are two main components to content planning that you should use: your work plan, and your content calendar. Sometimes both of these plans can live right in the same document (at MIG, ours does).

Your work plan outlines tasks that need to be completed for content creation and publishing, including who is responsible and the deadline for each task. Your content calendar outlines the delivery and publication dates for your content.

To help you get started, you can view and download the content marketing planning template we use at MIG.

Implement Your Content Marketing Strategy

Now it’s time to start publishing! Here are a few best-practice tips to keep in mind as you create your content and execute your plan:

Be SEO-driven

No matter how great your content is, it won’t drive results unless it appears on search engine results pages. Be sure your marketing team conducts keyword research to find the topics and search terms most relevant to your industry and audience. Then, develop content around those topics using SEO best practices. Read our guide on building and refining your SEO strategy for more resources on this.

Create value-first content

Customers care first and foremost about solving their problems. That’s why your B2B content marketing strategy should always focus on creating value-first content — in other words, content that emphasizes the value and benefits your solutions will deliver, rather than product and service features.

Certainly features have their place in the sales process, but it’s usually in the later stages when customers are making a final decision. And even then, the final purchase choice will likely go to the company best demonstrating how they can make that customer’s life better or job easier.

Here’s more on how you can create content that’s value-driven:

Let AI power your content production and distribution

The amount of data that websites, apps, and businesses are collecting about online behavior and customers is growing at an exponential rate. In fact, worldwide data consumption is expected to reach 174 zettabytes (that’s 21 zeros!) by 2024 — nearly double it’s 2021 rate.

While the sheer volume of this data means that it can be difficult for humans to process effectively and gain insights from, spotting patterns and trends in data is something that machines are very good at.

Artificial intelligence software can now assist in all stages of content marketing — from spotting upcoming topic trends in the research phase and optimizing headlines for maximum impact and click-through rate, to automatically determining the best social networks and best times to promote content.

Intelligent software can not only speed up the content production process and make it more efficient, but it can help you to make content that better serves the needs of your audience too.

Provide personalized or custom experiences

AI and increased data collection have also made it possible to deliver a highly personalized experience to each individual member of your audience.

When you have data about demographics, browsing behavior, and previous engagement with your brand, you can use this information to deliver “hyper personalized” content experiences to each user, custom-designed to be as useful and engaging as possible.

Salesforce reports that 84% of customers say being treated like a person, not a number (AKA receiving personalized attention) is very important to winning their business. This applies as much for B2C content marketing as it does in the B2B context.

Further, customers expect personalized conveniences like connected processes (think omnichannel communication), sellers who understand how they want/need to use products and services, and instant, on-demand engagement).

Image Source: Salesforce UK

As anyone on the sales team knows, it’s making this human connection with someone that can make a sale. The same is true in content marketing. When your content is targeted in its delivery, prioritizes topics that your customers care about, and has responsive design for seamless consumption, you can expect your leads to stick around.

By personalizing your B2B content marketing strategy ,you not only streamline your sales funnel and improve your conversion rate, but also helps build relationships with the individuals making purchase decisions for their companies.

Use lead magnets

Lead magnets are high-value, usually downloadable assets offered in exchange for a prospective customer’s contact information. They typically aim to help prospects solve a problem they’re facing or accomplish an important task. When used effectively, lead magnets can increase opt-in rates by up to 85%. So those ebooks, whitepapers, and how-to guides you’re already creating as part of your strategy? Turn them into lead magnets for even bigger results!

Include strong calls to action

Your prospective customers won’t know what to do next unless you tell them! That’s why calls to action (CTAs) are so important to include in every single piece of content you publish. CTAs tell users what the next logical step is that they should take to continue on their buyer journey. Check out our guide to optimizing calls to action to develop CTAs that deliver.

Make your content shareable

Did you know that content can turn current and prospective customers into brand advocates? Think about it: you see content shared on social media every day. When your B2B content marketing strategy covers topics that are relevant and interesting to your audience, they are likely to share that content through their own channels.

That’s if you make it shareable. Fortunately, creating shareable content is pretty easy. Two simple steps you can take to encourage sharing are adding social sharing buttons to your blog posts and sharing your blog posts and other content on your own social pages.

Lead with Employee Generated Content (EGC)

Influencer marketing can certainly be effective, but it can also be challenging to carry out in a B2B setting.

The answer is to use your own employees as influencers — the people who work for you are the best advocates for your business. It’s for this reason that over 70% of marketers use their employees as influencers.

Employees who advocate for their companies (such as by sharing brand content!) also help drive significant growth — employee-shared posts reach a staggering 571% wider audiences, and the leads they generate are 7X more likely to convert to sales.

Image Source: Peer to Peer Marketing

Of course, for employee influencers to be engaging, genuine, and persuasive, it’s vital that they really believe in your brand and are passionate about the business succeeding.

Your internal influencers can tell the story of your brand in a way that nobody else can. But it’s essential that you nurture a positive culture of growth and support at work, and do whatever you can to make every individual employee feel as if they are an integral part of the company and the brand.

Each individual can give a unique viewpoint, and consumers tend to trust content with a human face more than generic bra. Each employee can also bring his or her unique ideas to your content plan to keep things fresh and ensure you’re never stuck for content ideas.

Your employees can be your most effective salespeople so make sure you invest in employee engagement as much as you do in your content marketing strategy.

Leverage live video

HubSpot’s most recent State of Video report highlights exactly why it’s more important than ever to make video part of your digital content strategy. Their survey found that 90% of marketers say video has increased leads for their company — up from 86% in 2022 and the highest rate ever reported since the survey has been conducted.

Other must-know stats from the survey drive this point home even further:

• 91% of businesses use video as a marketing tool, and 96% see it as a critical part of their strategy
• 92% of marketers say video gives them a positive ROI (another all-time high)
• 87% of marketers say video has a direct positive impact on sales
• 96%  say it helps increase user understanding of their products and services
• 96% of consumers say they watch videos to learn about products and services
• 79% say video has directly convinced them to make a purchase

The takeaway — if you aren’t already using marketing in your content marketing strategy, the time to start is right now.

And while all types of video will continue to grow in popularity in 2023, live video, in particular, is one strategy that is certainly worth considering integrating into your content strategy.

Live video is becoming an increasingly important part of several social networks. 80% of consumers would rather watch a live video than read a blog post. And Facebook has said that users spend 3 times longer watching live videos than standard videos.

As live video is unedited, it’s a great way to demonstrate authenticity and transparency, and build trust in your brand. Live video can also be interactive and is effective at engaging your audience.

As well as being a popular content format, live content converts extremely well. One survey found that 67% of people watching a livestream would go on to make a purchase.

Making Your Content Strategy Data-Driven

Content marketing is no longer an optional part of your marketing strategy, but a must-have in today’s digital age. In fact, you’d be hard pressed to find a business or brand that didn’t engage in some form of content marketing.

Today, successful B2B content marketers have increasingly sophisticated, data-driven content strategies with measurable goals and insights-based optimization that delivers higher ROI.

Consider this — while 94% of businesses use content marketing in some capacity, only 9% say their strategy is very successful. Many don’t even know if their strategy is successful or not. For those companies, I’d strongly venture to guess a missing piece to their puzzle is lack of data insights. Further, an overwhelming majority of marketers — 87% — say data is their most underutilized asset.

Those businesses that are serious about content marketing will use insights from available data to construct their B2B content marketing strategy and plan, then analyze the results to ensure success. They’ll look for ways to refine and continually improve their strategy to find, engage, and convert the right audiences.

Along with this increasing sophistication in content marketing will come more reliance on tools and technology to deal with the data and manage strategy. The number of martech solutions is continuing to grow rapidly year on year, and there are definitely some exciting developments to watch out for in the future.

Hiring a B2B Content Marketing Agency

You may not think of hiring a content strategy agency as a way to improve your own B2B content marketing strategy, but it’s  fast becoming one of the top ways companies level up their execution. Here’s why — content marketing requires many moving parts and frequent, high-quality, high-volume content publishing. When you are running a business and focusing on serving your customers, content inevitably takes a back seat sometimes.

The problem is that your strategy then loses momentum, and you then lose potential customers to your competitors.

When you hire an agency, you have a dedicated, full-time team focused on your content. You can count on optimized content, reliable delivery, frequent publishing, and a data-driven approach. While it may mean a financial investment up front to hire your new agency, outsourcing content marketing ultimately saves companies up to 90% compared to what they’d pay to hire, equip, and manage an internal content team.

Boost Results from Your B2B Content Marketing Strategy Today

An effective B2B content marketing strategy starts with great content. Content marketing offers too many benefits to ignore, but not everyone has the time or resources to be able to write and produce their own content in-house. Hiring a writer or the services of a content marketing agency like ours help you to produce higher quality content, save you time and money, and put you in a better position to achieve your business goals.

Marketing Insider Group’s team of writers and SEO experts can deliver optimized, ready-to-publish content for you every week for a complete year or more.

If you’re interested in getting more traffic and leads for your website, or documenting your content marketing strategy, check out our Blog Writing Service or schedule a quick consultation to get started!