B2B Content Marketing

Keyword marketing assumes you own the word string via a domain registration service.  Search engine optimization on the other hand you are vying for position for a particular keyword string based on campaigns.

Today with over 75% of click throughs from organic search, insure organic placement takes precedent over pay per click.

With 8 word searches and multiple suffixes showing up in search results it’s still  quality, relevant content that gets top organic placement and the click throughs.

Implementing B2B content marketing is both art and science.  With Google™ and search, the customer is in control of where they visit and how long they stay. Educate them and they will be content, confuse them and they are off your site and onto your competitors.   Technically, your content must align to their keyword search string and if you do show up in Google™ results, your site’s user experience and content must exceed client expectations in order to develop mind share early in their buying life cycle.   In order to be successful your site must be physically appealing and your content must align to your visitor’s buying process.

Keyword marketing allows you to pick a specific business topic or issue that your product or service addresses.    Because of that granularity, keywords and microsites allow you to articulate your in-depth understanding of that topic and the associated business issues. Use your past experiences to share your insight on potential outcomes and goals for these new visitors. This allows you to put the right content at the right time in front of someone with a particular business issue.   To gain their trust you must educate the visitor on how you can solve their business issue and how your firm is uniquely positioned in the market on their particular topic.  Below is a chart from Hitwise™, showing that longer search queries are becoming popular.

In September 2007, I saw writing on the wall that sales processes were changing.  It was harder to get appointments, cold calls were not picked up and we had full-blown “blitz days” to get people to attend a seminar.  We even had compelling direct mail campaigns with relevant content that was not seen as a value.

In the meantime, on a website that I launched in 1988 to post details for an upcoming fishing trip, I had thousands of visitors, so many in fact, I could not keep up with the inquires.  When forming VAZT, I thought how could I leverage what I knew was happening in our sales process and create a sales and marketing engine that self qualified visitors throughout their buying lifecycle?

In January 2008, VAZT Global was born, but how could we go to market when the main keywords we use internally were not showing up in the top three in organic Google search? From experience, I knew that search engines are all about degrees of keyword relevance.   It’s not rocket science, even Google advises webmasters to,  “think about the words users would type to find your pages and make sure your site actually includes those words within it”.  We spent a year developing content and our B2B Content Marketing Platform.  For our first anniversary, we showed up number 1, the strategy worked again and it can work for you too.

Keyword selection is important as part of any B2B content marketing campaign. When selecting keywords for your next campaign think in the mind of the customer and their wants and needs. Next build the right content that addresses your buying lifecycle, be it one day, one week, one month, one quarter or one year.