Successful content marketing campaigns are built through experience. It is unreasonable to expect to be “hitting the home run” the first time a program is executed but the focus on quality over quantity cannot be understated.
1. A Method for Aggregating Information
In the midst of a sea of information, B2B search engine marketers need to streamline their focus in order to capture the best resources possible. And it is not just setting up a series of “subscriptions” (email lists, social media lists, etc) but immersingyourself in the information, in order to establish patterns of success.
2. The Ability to Perform SEO / Content Marketing Competitive Research
B2B SEOs need to understand the competitive landscape, from a content marketing and search perspective. The usual suspects related to SEO are important.
A lot of competitive data can be realized simply through manual site auditing and review. For search engine marketers with a greater financial budget for commercial software, Searchmetrics and SEOmoz (Open Site Explorer and FollowerWonk in particular) are good tools for evaluating competition.
Screaming Frog is a good application for crawling competitive domains for to review overall website structure. Spyfu is a lower cost alternative for keyword-specific competitive data and Compete and/or Quantcast can also be effective for free traffic estimates and demographic overviews as well.
3. A Repository for Developing Content Marketing Ideas
Note taking and content curation play an important role in building out the content development process. If you can get in the habit of keeping a repository of ideas as they come to mind, it becomes easier to generate the content needed when deadlines arise. B2B search engine marketers need ways to organize ideas and keep track of information, in order to maintain the build out process.
4. A Link / Social Media Prospecting & Management Solution
The question is how does the B2B search engine marketer organize the process and keep track of contact details and the communication activity?
RavenTools CRM and Link Manager tools and Buzzstream offer easy to use methods for aggregating contact information and connecting the success rates in link acquisition in particular.Traditional CRM solutions like HighRise or Google Contacts could be considered. The challenge in these types of options is the lack of direct connectivity to link outreach and social media activity however.
5. A Method for Evaluating Performance
It seems obvious but often times B2B marketers don’t have clearly defined benchmarks and goals for evaluating the performance of their content marketing campaigns. Even if benchmarks have to be established over time, a starting point should be agreed upon, recognizing criteria might change as a result of further analysis.
One of the biggest obstacles to B2B search engine optimization is developing new content marketing assets for targeting important keywords and acquiring link assets. While our organization has seen this in client relationships throughout the years, this degree of difficulty was further supported by industry peers in the 2012 MarketingSherpa Search Engine Marketing Report.
Even though there are many excellent research tools available for finding new content marketing ideas, sometimes the best resources are right under the B2B marketer’s nose. Here are six underrated content marketing assets and how they can be leveraged more effectively for B2B SEO.
A key concept in Daoist philosophy, “Yin and Yang” (“shadow and light”) describes forces that are opposites, yet complementary. Social media and search can be described as the Yin and Yang of inbound marketing. They are opposites – while social media is powered by people conversations, search engines are powered by machine algorithms. Yet they are complementary- when content links are shared on social media, search engines leverage those social signals to determine the content’s search rankings; and when search engines drives traffic to one’s content, visitors may share that content with their social networks, expanding one’s social reach. Here’s an infographic to illustrate how social media and search work differently and yet interdependently.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.