Generating Content for SEO Remains A Must Do

Thanks to Optify’s 2012 B2B Marketing Benchmark Report, marketers can gain some insight to help ensure their web content performs as well as it can. Optify reported on referral traffic, organic search, social media, email, paid search and other aspects of content marketing, showing that marketers must focus on a variety of channels to see success. Here are their key findings:

1. There is clear cyclicality in the B2B space with first quarter of 2012 and from September to
mid-November, showing the strongest performance in terms of traffic.
2. Google is the single most important referring domain to B2B websites, responsible for over
36% of all visits.
3. Social Media is still a small fraction of traffic and leads to B2B websites, contributing on
average less than 5% of all traffic and leads.
4. Email shows high engagement rates as well as strong conversion rates with an average 2.9%
lead conversion rate.
5. Paid search usage showed a constant decline among B2B marketers in 2012. Over 10% of
companies in the report discontinued their paid search campaigns during 2012.
6. Twitter is the strongest social media channel for generating leads, outperforming Facebook and LinkedIn 9-to-1 with 82% of social media leads coming from Twitter.

What really stood out from this report, was that Google remains the top referring domain for B2B websites. The search engine behemoth accounts for 36 percent of all website traffic. And, the study suggests that organic search really drives a significant amount of traffic overall, accounting for 41 percent of B2B website visits. With so much traffic generated organically without the paid search tools via sites like Google and Bing, it’s clear that high-tech marketers should focus their efforts on generating content for SEO and keep their brands at the forefront in SERPs.

- Jack Bradman
Sr. Client Partner, G2Market

 

Content Marketing Optimisation: How to Avoid Future Penalties

According to a new article in the Search Engine Journal, written by Adam Mason, Google algorithms Penguin and Panda will increasingly be an obstacle to content marketing strategies and search engine optimization (SEO) in 2013.

But this isn’t just some evil ploy by Google to ruin your life. As Mason said in the article, “We all know that Google is working hard to fully understand the correlation between different words so that they can truly understand what context we are using when searching. …For quite some time Google has been working on creating a system that will analyze the content on a page and from the keywords of the article determine the overall subject. This is what Semantic is all about. Over the years there has been a lot of discussion on whether this is Latent Semantic Indexing or just a technology that gives weight to semantically related words. Either way, this technology has been given more weight in recent months.”

Here are a few things you can do to make sure you don’t end up on Google’s bad side:

  •  Make sure your text is precise in its meaning, that the keywords you use and the context they’re written in match what your trying to say. As Mason said, “This is how Google will know whether you mean hi tech devices or fruit when you are searching for the term ‘Apple’.”
  •  Make sure your ‘anchor text’ matches your links. As Mason says, “In particular semantics are being used to judge the power and anchor texts of links and even used to detect over optimized link profiles. This is where careful optimization is needed when planning content marketing.”
  •  When using guest posts and links make sure that they match as closely as possible the niche that you’re writing in. As Mason said, “Google automatically detects the relevancy between the 2 posts and gives the link more power because of it.”
  •  Make use of sites such as http://lsikeywords.com/ to help generate a list of keywords to use in your posts. As Mason said, “Google may not specifically be using LSI to determine the relevancy of keywords but tools like this are still a good way to determine other relevant keywords.”

(For additional information contact: http://www.searchenginejournal.com/contact/.)

Content Marketing for Mobile Devices: The Problems of Mobile Content

Business2Community’s Debra Murphy wrote a new post recently expressing the need for content marketing strategies to be geared towards mobile devices.

“Given the fact that people are finding and consuming content on tablets and smartphones, our inbound marketing tactics, specifically content marketing and search engine optimization, must support those devices seamlessly,” Murphy said.

According to research Murphy sited from the 2012 Keynote Competitive Research on Mobile User Preferences, Habits, and Expectations the top three activities for smart phone users were:

  •  accessing local information at 88 percent
  •  searching for information at 82 percent
  •  and participating in social media/networking sites at 76 percent

While the top three activities for tablet users were:

  •  reading news and entertainment at 79 percent
  •  searching for information at 77 percent
  •  and watching videos at 76 percent

Additionally the survey showed that things that frustrate mobile users include:

  •  Slow Loading—60 percent of tablet users and 44 percent of smart phone users expect a web page to load in less than three seconds.
  •  Broken Sites—46 percent are unlikely to return to a website if it didn’t work properly the first time.
  •  Websites not optimized for smart phones.
  •  Loading errors or the page doesn’t open.
  •  Navigation is difficult to use.
  •  Content is difficult to read.
  •  And anything that makes it difficult to read or respond to email.

At G2Market, we offer technical solutions to these problems, and invite you to learn more by visiting our Mobile Marketing pages.

- Carl Cooper

G2Market

Econsultancy’s Million-Dollar Content Marketing Question

According to a new story by Econsultancy, 90 percent of marketers believe content marketing will become more important this year, roughly equating to 24,555,812 marketers most of whom will outsource to a partner. This begs the million-dollar content marketing question, “How are marketers to choose a content marketing partner?”

According to Ryan Skinner, who wrote the article, “No product was ever more content marketed than content marketing itself. And it worked. Marketers are diving in”.

And the industry is expanding to meet the demand. Here are a few examples of the content marketing boom of the last year:

  •  The Association of Publishing Agencies rebranded as the Content Marketing Association.
  •  New content marketing software such as Flockler, GatherContent, InboundWriter, Curata, etc. launched.
  •  Econsultancy and CMI produced content marketing reports.
  •  New content marketing agencies Quaturo, Considered Content, etc. launched.

Skinner says, “2013’s likely to be just as lively on this front. Everyone else is headed to market for help with content marketing strategy, execution, analytics and management. They’re wise to. Content marketing is very effective, but the talents are acquired, and absent from many organizations. And like sister discipline social media marketing, it’s labor-intensive. Great on-strategy eBooks, infographics and blog posts don’t make themselves.”

But the million dollar marketing question remains, “How are marketers to choose a content marketing partner?” (For additional information contact: G2Market Team.

26 Content Marketing Tools to Use in 2013

Nine out of ten business-to-business marketers are using content marketing and 45 percent of them plan to increase their spending on content marketing over the next twelve months, according to Content Marketing Institute’s B2B Content Marketing report as reported by Business2Community.com.

In the Business2Community.com story, Digital Education writer Kari Rippetoe discussed the report and twenty-six content marketing tools to use in 2013. Here are the top three:

1) Use sites like TrendSpottr, LinkedIn Answers, Google+ Communities, and Quora to keep track of what’s trending in your industry and what people are saying in your industry, i.e. what are their questions, concerns, interests, etc. The best way to post relevant content marketing for your audience is to know what issues most concern your audience.
2) Create an Editorial Calendar. This is the most important thing you can do to manage your content marketing agenda and the Content Marketing Institute walks you through how to create one and even includes a template that you can use.
3) Google offers several tools for managing content marketing. Google Drive can store editorial calendars and documents for easy sharing. Google’s Consumer Barometer provides information on how consumers search and research products. Google Analytics provides data on how people are finding your website, i.e. what keywords they’re searching, what topics they’re interested in, etc. And Google’s AdWords Keyword Tool helps you tailor your content planning and creation to optimize the best keywords for your niche market.

(For additional information contact: http://www.business2community.com/.)