The new year is just around the corner and a lot of businesses are gearing up to revamp their content marketing strategy to offer a fillip to their ROI and outperform the competition.
According to the 2017 B2B Content Marketing Trends, a whopping 89% of the B2B marketers interviewed said they were using content marketing.
Significantly, nearly 45% of the organizations using content marketing said they had a higher success rate than they did a year ago. This effectively explains the increasing adoption of content marketing across the world.
However, this also indicates an impending competition among the B2B marketers in order to stay competitive and improve their performances in the year to come.
If you want to redefine your content marketing strategy rather than following the old-school tricks, incorporate these SEO strategies for content marketing success.
Improve Your Content for RankBrain
The Artificial Intelligence (AI) industry is exploding right now. According to a recent report, the AI industry will reach a compound annual growth rate of 17.2% by 2023.
Google’s RankBrain algorithm is being considered one of the major breakthroughs in the AI industry. In this immensely insightful piece, Jack Clark from Bloomberg Technology wrote how Google was turning its lucrative Web Search over to AI Machines with massive investments in machine learning technology.
In fact, Google describes RankBrain as its third-most important signal contributing the results on Google Search.
RankBrain is mostly AI-driven, which factors in two key metrics — Dwell Time (How long a visitor spends on your page) and Click Through Rate (The percentage of people that click on your search result).
Therefore, if your page has a high CTR as well as decent Dwell Time, you have a higher chance of seeing a ranking boost on Google Search.
Optimize Your Title Tag to Boost CTR
Since CTR metrics are so crucial to getting higher rankings on Google Search, B2B marketers should invest resources in optimizing their title tags and meta descriptions.
Having a compelling meta title and description alone can increase your chances of boosting your CTR.
However, this has become twice as more challenging with Google pushing the organic results to show Ads, Answer Boxes, Carousels and more.
To appear super relevant and appeal to your potential visitors, you need to write catchy titles and descriptions. According to Brian Dean from Backlinko.com, you should use The Click Magnet Method, meaning you can use some tried-and-tested words and phrases that can resonate with Google searchers.
Try to incorporate emotionally appealing words (Today, Right Now, Fast, Easy, Quick, Step-by-Step) into your titles and descriptions. Additionally, you can analyze the paid results on Google, and see the common words used in the titles. Those are the words you want to incorporate into your titles and descriptions to boost your CTR.
Write Comprehensive In-depth Content
Gone are the days when you could rank for a competitive search query simply by stuffing it in the content piece.
Doing this today could potentially get you penalized, thanks to the Google Penguin algorithm.
With RankBrain, Google has become even smarter at understanding the context of your content and rank it appropriately.
Many studies show Google prefers content that is in-depth, resourceful and designed to offer optimum value to its users. In other words, writing comprehensive and in-depth content improves your chances of getting higher rankings.
Here are a few tricks that could help you improve the context of your content:
#1: Use LSI Keywords: Use LSI Keyword Generator to generate a list of contextually relevant keywords and use them organically in your content.
#2: Use Google Related Search Queries: When you search general information such as “What is RankBrain”, Google suggests other long-term queries under “People also ask” as well as Related Searches. If you are writing an in-depth guide, make sure your content answers most of those queries in a detailed manner.
Make Your Content Mobile-First Ready
Last year, Google officially announced it was going to switch over to a mobile-first index, meaning they’ll index your mobile site first and use the content as a primary index.
This essentially means you should make sure the content on your website should be consistent across desktop and mobile devices. In other words, if Google is unable to view any content on mobile devices, it will NOT index it. Needless to say, this will negatively affect your ranking performances.
Although Google hasn’t fully rolled out its Mobile-First index, you can expect it anytime soon.
Therefore, B2B marketers should focus on building user-friendly responsive sites that are information-rich and focused on user experience.
Businesses having a separate version of their mobile site (m.mybusiness.com) should consider having just one site for both versions.
Invest in Video Content
While text-based content assets are a major source of getting traffic to your site, there are many sources of traffic that go largely untapped.
One of them is video content which has immense potential for B2B marketers today.
According to Cisco, online video will account for a staggering 80% of online traffic by 2021.
To take advantage of this trend, create YouTube channels and invest in informative and engaging videos on your products and services. With more and more people spending their time on watching YouTube, there’s never been a better time to start your YouTube channel.
Moreover, embedding videos inside your blog posts can improve your Dwell Time.
Design Your Content for Voice Search
Aside from video content, Voice Search is also emerging as a strong platform for B2B content marketers.
Believe it or not, the volumes of voice searches performed today is 35 times more than they used to be in 2008.
To rank your site for voice searches, you need to optimize your site for long-tail queries, especially open-ended queries such as “what’s CTR” or “what’s ketogenic diet”.
Glen from Gaps.com shared some interesting case studies on how to rank for keywords focused on local searches such as “apartments near me” and “antique stores near me”. The bottom line is to optimize your content based on the search queries that are typical of voice search and offer informative yet concise answers.
From writing in-depth and informative articles for RankBrain to optimizing your site’s content for voice-based queries, the year 2018 will offer a wealth of opportunities to B2B content marketers to make it big. With the right tools and strategy, you can make the most of those opportunities.
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.