Time waits for no brand. And that is, quite simply, because today’s buyer doesn’t do much waiting either.
To grab hold of the modern buyer’s interest and convert leads into sales, your brand has to cut to the chase. One of the most effective ways to do this is with a well-thought-out and up-to-date content strategy. As the digitized space is in a state of perpetual evolution, it means that your content strategy needs to be refreshed on a regular basis too. To ensure that you’re on the right track, we’ve put together a brief list of ways to supercharge your content strategy in the months that lie ahead.
Create high-quality B2B content that drives engagement
Research conducted by Buzzsumo suggests that content quality has a notable effect on the number of social shares. That shouldn’t surprise you. What might, though, is that Buzzsumo further reported that the median number of social interactions for high-performing B2B articles was 415 but that companies should be aiming at 689 for content to be among the “best of the best” in 2019. Even if you don’t quite hit this mark, don’t aim for anything less than a standard of excellence when it comes to your content if you truly want your brand to stand out, to capture your audience’s interest and hold their attention.
Structure your content for success
Readers are more easily drawn to certain phrases and content structures than others, which in turn drives engagement. In addition to the above, Buzzsumo’s report showed that:
- Headlines such as “The future of”, “How to use” and “Need to” were top performers in 2018 and can be used as a starting point when brainstorming headlines in 2019.
- Medium-length articles (between 1,000 and 2,000 words) and long-length articles (between 2,000 and 3,000 words) tend to perform well but article length can be tested with your own audience this year. Test to see the length of articles your audience mostly engages with.
- How-to articles, infographic content, video content and list content appear to be popular in capturing readers’ attention so you may want to keep these incorporated in your 2019 strategy.
Tap into the power of SEO
Did you know that 71% of B2B researchers start their research with a generic search? This, of course, brings to light the importance of your brand appearing in search engine result pages. You’ll know that this is achieved through search engine optimization, or SEO – an arm of marketing that simply can’t be overlooked in 2019. Learn more in Hubspot’s Ultimate Guide to SEO in 2019.
“Today, more people use search engines to find products or services than any other marketing channel.” - HubSpot
Further, according to a study on “searcher behavior”, 8% of search queries are phrased as questions. To take your SEO strategy up a notch and to gain visibility via featured snippets, it’s worthwhile optimizing your website for question keywords in 2019.
Implement a conversion-driven strategy
Diving into the content strategy framework of the top 1% of B2B companies, Andy Crestodina of Orbit Media reveals that visitors who land on a service page are 50 times more likely than those who land on a blog page to become a lead. Of course, the importance of blog content isn’t negated as it gives readers the opportunity to link to your content and enhance your website’s authority, ultimately allowing your service pages to rank higher and attract “qualified visitors” who are more likely to become leads. Crestodina further suggests that your sales page needs to be opitimized to rank as well as to convert by answering the questions visitors to the page may have and by including calls to action.
Take a multifaceted approach to content creation
A comprehensive and effective content marketing strategy can no longer be one-dimensional. It needs to include visual and/or audio content that can be cross-pollinated and shared via different marketing channels.
Interestingly, 70% of B2B buyers rely on video content during their path to purchase. It’s engaging and it holds its audience’s attention. In fact, Vidyard’s 2018 Video in Business Benchmark Report shows that 46% of viewers will watch to the end of a video. To ensure that you are maximizing your content reach, video content needs to form part of your 2019 marketing strategy. Vidyard tells you how to create B2B video series to keep your audience coming back for more.
In the United States, 16 million people are “avid podcast fans”. There’s definitely an audience and your brand may be missing out if you don’t already have podcasting incorporated in your content strategy. Podcasting allows you to literally vocalize your thoughts and, if used correctly, it can also set your brand apart as a subject matter expert, driving brand awareness and, ultimately, supporting conversions. This content avenue does require some technical savvy, but The Balance breaks podcast production down into simplified steps that you can follow.
Well, what are you waiting for? There’s no better time than the present to put a plan into action and to supercharge your content strategy!