B2B content marketing is no longer just about having talented writers. It also requires correct blog optimization for search engines, while also finding the right marketing dosage for your messaging. The following checklist will help you engage your target audience with well crafted content that will also show up in lots of searches and create a buzz on your social media platforms.
There are literally dozens of hacks and tips we want to share with you, but here are the 15 most important and crucial ones you need to implement in 2021.
#1 – Invest in Your Headline
Write down your idea and try to come up with a catchy headline. Having a strong headline helps in pulling in the reader and poking his interest. Out of ideas? Try to brainstorm with your team. Do your research online. Use online tools. But make sure you are not neglecting this crucial aspect.
#2 – Know Your Target Audience
Start by creating personas – abstract people who would be interested in your writing. Who are they? What are their jobs, hobbies, interests, and salaries? The more you know about your target audience, the easier it will be to reach them and engage them. You can find persona templates online to get started and get a grip on how it works.
#3 – Establish Your Marketing Goals
What is your ultimate marketing plan? Everything you create should refer to some long-term or short-term marketing goal. Depending on where you are right now within your strategy as well as how recognizable your brand is, you might aim for mastering SEO, promoting brand awareness, or expanding your subscriber list.
#4 – Figure Out Your Primary Keyword
This is harder than it seems because you need to find a keyword that represents your topic and industry as well as has a high enough level of complexity so your work will come up in the Google search. Afterwards, make sure to use the keyword in the title as well as naturally distribute it within the text at least 10-15 times.
#5 – Implement Secondary Keywords
Besides one primary keyword, plant several secondary keywords to boost your SEO ranking. They should be supportive of the topic and complement the main keyword to broaden the range of possible Google searches. The number of secondary keywords should correlate with the size of the article.
Related: B2B Marketing During Covid-19
#6 – Shoot for Over 800 Words
In order to be relevant for search engine rankings, your article should not be shorter than 800 words. Make sure your B2B content has interesting material with a good flow that keeps the reader interested in reaching the CTA (more on this later). Also, don’t write more than you need to, just to satisfy the SEO requirements.
#7 – Avoid Complex Statements
In order to make your blog posts, whitepapers, and webpages more readable, use shorter sentences and avoid using a passive tone. Passive text tends to make the content seem dry and academic. An active tone is more welcoming and engaging. For blog optimization, you want to make sure that your content is oozing with confidence.
#8 – Plan a Clear Structure and Flow
Your article should have a well-planned structure. Subheadings make the article, especially big ones, easier to read and navigate through. The modern B2B content consumer wants to reach his information fast. If you upload a long 2000-word blog post with no sectioning, don’t expect to have much success with it.
#9 – Highlight Essential Parts and Stats
Besides breaking your text down to subheadings and further down to paragraphs, don’t forget to emphasize some words by using different colors or formatting. Bold important phrases or tips and italicize quotes. This will help your readers to identify the most relevant parts of the article and spark their interest even more.
#10 – Use Images and Videos
Include graphics to elevate your articles and make it more exciting. Images and videos, when chosen wisely, will make your B2B content more relatable. Make sure the pictures aren’t too heavy and use the primary keyword in the alt tag. Also, if you are using stock photography, read the requirements to avoid potential legal issues.
#11 – Work on Your Meta Description
The meta description is what comes underneath the title in the Google search and entails 160 characters. Describe the essence of your article in the meta description in order to stand out. Make it compliment your article perfectly, integrate the target keyword, and make sure it does not exceed 70 characters.
#12 – Link Internal Pages
If it’s not your first article, go through your blog and decide which post you can mention in your new creation. Linking internal pages will help you to boost their ranking significantly and encourage the reader to stay in your website. This process should be repeated with every new post. Blog optimization requires a proactive approach.
#13 – Use a Strong CTA
Even if your readers enjoyed your content, you won’t achieve your marketing goals without a good CTA . Encourage your visitors to sign up or try a free demo. Don’t assume that people will do it themselves. Remind them! Remember, less than 5% of your readers will actually follow through and click on the CTA button.
#14 – Proofread. Repeat
This one is a given: you have to thoroughly proofread your work prior to publishing. Small mistakes and misprints leave a very negative impression which is difficult to move on from. Use tools like Grammarly to help you out, but read through your text “manually” at least twice, ideally after everything has been finalized.
#15 – Use Third-Party Tools
Today’s dynamic B2B Marketing space requires quick content delivery, which is where third-party essentials come into play. Make sure you have a Grammarly plugin installed in your browser. Google Trends, Ubersuggest, and Semrush are great SEO tools for keyword research. Also, try Asana or Monday for productivity.
This blog optimization hack list is by no means exhaustive. There are many more things that you need to get right. For example, you also need to work with experienced writers and designers, while being open to their ideas and inputs. You will also need to get your Social Marketing right after publishing the content. The time to get proactive is now. Contact us to get started.