Some keywords are more effective than others at a particular time. Identifying Internet search patterns via keyword terms can reveal what word choices are better to use and when. Changing or adding keywords in response to these seasons can drive more traffic to your online sites.
How to Get Top Management Support for Content Marketing Needs
As a B2B communications professional, one thing you need to understand about top management is that they are very competitive. While they may not understand B2B content marketing or SEO, they know they want to be No. 1 in searches on Google. One way to persuade top management that they need to invest in content is to compare your website vs. your competition. A free tool from HubSpot call the Website Grader makes the job easy.
HubSpot’s Website Grader measures effectiveness based on factors such as traffic, SEO, blogging and social popularity
The Website Grader can be used to evaluate your site, as well as your competition, to see how you rank on important criteria such as website traffic, SEO, social popularity and other technical factors. It takes just a few minutes and all you need to do is type in your domain name and that of your competition.
I recently used this tool to help explain to a client why they were no longer listed on page one of Google and what they needed to do about it. The client was just about ready to spend money to hire an SEO expert, perhaps using up her limited budget for content.
While my client’s overall website score was as good or better than the competition (86 out of a possible 100), the competitive analysis was revealing. One competitor had more than 60 inbound links, while my client’s site had 30. Because inbound links are Google’s way of recognizing a site’s authority; this is probably a big reason why the search engine rankings have fallen.
Another area that was lacking was blogging. I had already planted the seed that the current blog was underutilized, and was an area of opportunity. I proposed developing a content strategy based on the needs of the company’s target market; increasing the frequency of blog posts; and adding WordPress Plug-ins to optimize content and help users share it via social media channels. I am confident seeing a blog score of 41 next to the competition’s 86 will help the client to recognize the importance of blogging better and more frequently than the competition.
Top management responds to quantitative data that fuels their competitive spirit
In my experience, top management and business owners prefer quantitative analysis to theory. If you can demonstrate how your website performs relative to the competition and have a strategy to outperform the competition, I think they will be more receptive to your request for content support. Thanks to HubSpot for this great tool.
What other tools have you found to be effective in evaluating website performance? We’d love to hear about them.
Content Observations at SupplySide West Trade Show
More than 1,300 exhibitors in the food & beverage, nutriceutical, and cosmeceutical industries shared product and service innovations at the SupplySide West trade show in Las Vegas. Exhibitor booths were filled with content that appeared mostly in traditional print form. The messages were targeted around several themes that reflect industry trends.
Website Content that Instills Trust in B2B Buyers
The Better Business Bureau Logo is a sign of credibility.
B2B browsers and buyers are skeptical when searching for answers online. They look for trusted sources. In a matter of seconds, they make a decision to stay on your site or move on to the next search result. What content will tell browsers that your website and business is trustworthy?
1) State what you do; and for whom, succinctly.
When motives are cloaked B2B buyers become suspicious. Let potential buyers know up front who you are and who your product or service is designed for. If buyers have to look too hard to find information, they lose interest.
2) Create an “About Us” page that’s worth reading.
Studies show the” About Us” page is one of the most visited pages on a site. Every business has a story behind it. Describe the passion and purpose of the company and/or brand. If you could replace the name on your about us page with a competitor’s, then try again. Focus on the elements of your business that are unique. If you have been around a long time, brag about it, but don’t dwell on past success.
3) Show your affiliations.
Industry associations, memberships, citations and credentials speak volumes about your credibility. They demonstrate commitment to the industries you serve, and often to a certain standard of work. Don’t forget security symbols that show your site has been verified by a third party.
4)Let B2B buyers know who some of your customers are.
No you don’t have to give away your whole client list, a sampling will work just as well. I recently decided to interview a company for a story based on information they provided about who their clients were.
5) Showcase your fans.
B2B testimonials and case studies demonstrate to potential customers how your business solves real life problems. Interaction on blogs and forums showcases a community of users.
6) Toot your own horn.
Has a representatives from your firm been asked to speak at industry events or been featured in industry publications? Online press releases, magazine covers and articles provide third party endorsements that oten lead potential clients to move towards the next step in the sales cycle.
7) Offer a guarantee.
If you believe in your product or service, stand behind it with a strong guarantee. There’s a reason why you still see money-back guarantees and free trials. They work by reducing the risk for the buyer.
How do you instill trust online?
What Writers Can Do to Make Online Content Findable
In print, writers use headlines and subheads to help readers quickly decipher what a page is about. Online, hierarchical XHTML tags serve the same purpose, only with an added twist. They let search engines know what a web page is about. As a content writer you can help your website content get found, by ensuring it is coded with the right hierarchical XHTML tags: <title> <h1> <h2> starting with the most important <title> tag and working down.
<Title> Tags Are Most Important to Search Engines
Title tags are the most important element on the web page for search engines. Search engine robots pull the contents of your <title> tag from your page and identify it as the most important information in the search result. Since many potential visitors won’t know your company name, it is important to include a keyword FIRST, in the title tag, not your business or blog name.
Use <h1> Tags for Headlines and Blog Post Titles
The <h1> tag is another important tag that helps tell the search engine what the page is about. For the greatest effect, a content writers should include specific information about your web page in <h1> tags. Consider putting a tagline in an <h1> tag on your home page, but lower down in the hierarchy on interior pages. Use an h1 tag for blog post titles.
Use <h2>Tags for Subheads
Content writers break up blocks of text with subheads to make the reading easier and more inviting. Placing subheads in an <h2> tag provides an opportunity for the search engines to learn more about what is on your page. When possible incorporate keywords.
In WordPress, sidebar headlines are typically given an <h2> tag, but depending on their relevance to search, you may want to move them down the hierarchy.
To maximize your website for search engines, write each web page with a clear focus and use the hierarchy of tags to guide the search engines to your content. To see how your page is currently coded view your source code (right click on the web page and click “view source”) and evaluate how you might better optimize your blog or website.
In this example below, Itasca Construction uses the “Commercial Builder|Chicago, Illinois”, as the <title> tag for the company’s home page instead of the company name. If you are providing copy to a webmaster, clearly label the text you want for the <title>, <h1> and <h2> headings.
The title tag is “Commercial Builders|Chicago, Illinois”
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