Before you can utilize content to compel your target to buy from you, you have to get it in front of them. In order to make sure you’re delivering content to those who need it most, at the right times and in the right manner, you need to develop a content delivery strategy that considers what content should go to different types of leads at each phase of their decision-making process.
Today, we’re taking a look at two methods of getting content in front of your audience when they’re primed to benefit from it most.
Smart search engine optimization is one of the best way to reach the people who are actively seeking your solution or product. It can also be difficult, given the strong competition for popular search terms, to actually rank effectively for the keyword phrases your target market uses most.
There are several steps that your organization can take to implement an impactful SEO strategy, though it will take time to see results. First, perform thorough keyword research to better understand what terms your prospects use when seeking the type of content you can provide. Investigate how your organization currently ranks for various keywords, and decide which ones to prioritize.
To improve your SEO, you must make a holistic effort across your organization’s entire website to utilize target keywords and optimize each page for search rather than focusing solely on individual pages or pieces of content. Craft headlines, content and meta descriptions to improve your rank for desired keywords, and consider your keyword strategy when planning blogs, white papers and other content as well.
All your content should be created with the intention of mapping it to a stage in the marketing funnel. For example, one of your e-books may be targeted at leads in the awareness stage and written in order to move them from the top of the funnel downward. High-value, lengthier white papers, which have much more in-depth information and should require a lead to share contact information in order to access them, belong lower in the funnel.
When placing content on your site, do so thoughtfully. Don’t put a bottom of the funnel content piece on the “about us” page, which users typically visit when they’re in the awareness stage of their decision-making process. Similarly, your deeper pages, like those that go into depth on features, functionality and pricing, are not good spots for top of the funnel content.
Impactful, well-delivered content is as important for B2B brands as B2C. In fact, at Movéo, we believe that B2B brands matter more than B2C brands. To learn more about why you need to invest in building your brand, read our white paper:
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