tag:blogger.com,1999:blog-69301752846816444842024-03-28T20:28:19.636-07:00Bath SEO ExpertAnonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.comBlogger1397125tag:blogger.com,1999:blog-6930175284681644484.post-85383610574064328702024-03-27T04:48:00.001-07:002024-03-27T04:48:54.576-07:00What Makes a B2B SEO Content Strategy Unique?<p><span style="font-weight: 400;">TopRank Marketing has worked with clients in both the B2B and B2C realms over the last two decades. In that time, we have definitely witnessed the much-discussed convergence of these two previously diametric categories; the so-called</span> <a href="https://www.forbes.com/sites/forbestechcouncil/2020/09/22/the-consumerization-of-b2b/" target="_blank" rel="noopener"><span style="font-weight: 400;">consumerization of B2B</span></a><span style="font-weight: 400;">.</span></p>
<p><span style="font-weight: 400;">But we also fully recognize the enduring factors that distinguish successful marketing in B2B versus B2C. Even as brands rightfully embrace the humanity of professional audiences, it still must be acknowledged that buyers in B2B experience contrasting motivations, challenges and dynamics in their journeys compared to consumers. The information B2B buyers seek out in making decisions, and the ways they search for it, remain very different from the standard B2C purchase.</span></p>
<p><span style="font-weight: 400;">Crafting a</span> <b>B2B SEO content strategy</b> <span style="font-weight: 400;">that fully accounts for the unique intricacies of this buyer journey holds the key to long-term digital growth. </span></p>
<h2><span style="font-weight: 400;">Drawing the line between B2B and B2C SEO content</span></h2>
<p><span style="font-weight: 400;">The defining difference between B2B and B2C is that one targets businesses and professionals, while the other targets individual consumers. A company’s</span> <a href="https://www.toprankblog.com/2024/02/seo-content-strategy-from-basic-to-advanced/" target="_blank" rel="noopener"><span style="font-weight: 400;">SEO content strategy</span></a> <span style="font-weight: 400;">should be built around this core distinction. </span></p>
<p><span style="font-weight: 400;">Compared to B2C strategies, B2B SEO focuses more on reaching specific audiences through niche keywords and topics. The approach is guided by personas, which often span verticals, functions, or buying committee roles. In B2B, marketing goals are often more granular and incremental compared to simply generating an instant sale, so measurement is nuanced. </span></p>
<p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-36348" src="https://www.toprankblog.com/wp-content/uploads/B2B-vs.-B2C-SEO.png" alt="" width="934" height="253" srcset="https://www.toprankblog.com/wp-content/uploads/B2B-vs.-B2C-SEO.png 934w, https://www.toprankblog.com/wp-content/uploads/B2B-vs.-B2C-SEO-300x81.png 300w, https://www.toprankblog.com/wp-content/uploads/B2B-vs.-B2C-SEO-768x208.png 768w" sizes="(max-width: 934px) 100vw, 934px" /></p>
<p><span style="font-weight: 400;">The content designed to fuel a B2B SEO strategy must then suit this purpose. It should be planned and crafted with these distinct priorities in mind.</span></p>
<h2><span style="font-weight: 400;">5 critical cornerstones of a B2B SEO content strategy</span></h2>
<p><span style="font-weight: 400;">Organic search traffic is immensely valuable to B2B companies, especially when their</span> <a href="https://www.toprankblog.com/2024/01/building-seo-strategy/" target="_blank" rel="noopener"><span style="font-weight: 400;">SEO strategy</span></a> <span style="font-weight: 400;">is designed to attract visitors based on search intent. These specialized B2B techniques will ensure you’re targeting the right keywords, attracting relevant traffic and driving valuable outcomes with your SEO content.</span></p>
<p><b>#1. Address the full funnel with your SEO content.</b></p>
<p><span style="font-weight: 400;">The</span> <a href="https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/95-5-rule" target="_blank" rel="noopener"><span style="font-weight: 400;">95-5 rule</span></a> <span style="font-weight: 400;">tells us that within any given B2B product category, only 5% of buyers are in-market and actively searching for a solution. That math may not be exact for every industry or niche, but the underlying premise is universal: No matter what you sell, a vast majority of your potential audience is not looking to buy at this moment.</span></p>
<p><span style="font-weight: 400;">Gaining visibility and familiarity with those who aren’t ready to make a purchase, but will be in the future, holds the key to sustainable long-term growth. Organic SEO content plays a powerful role in brand building, serving as perpetual magnets to attract visitors from the 95% out-market audience. </span></p>
<p><span style="font-weight: 400;">Upper-funnel keywords tend to have higher volumes and broader reach, meaning more opportunities to get your brand and message in front of key audiences. This, in turn, will set up lower-funnel content to be more effective.</span></p>
<p><b>#2. Build topical authority to establish your expertise.</b></p>
<p><span style="font-weight: 400;">The complexity and stakes of making a B2B purchase means the research process tends to be lengthy and thorough. Each challenge you can help solve has many dimensions to be explored. Using a cluster-based approach to provide comprehensive topical coverage helps your website gain authority.</span></p>
<p><span style="font-weight: 400;">This approach offers many benefits, but chief among them is the ability to rank and dominate</span> <a href="https://www.semrush.com/blog/share-of-search/" target="_blank" rel="noopener"><span style="font-weight: 400;">share of search</span></a> <span style="font-weight: 400;">for topics that matter to your business. “Many of Google’s algorithm updates and statements have reaffirmed its preference for trustworthy, knowledgeable, and experienced publishers,”</span> <a href="https://www.semrush.com/blog/topical-authority/" target="_blank" rel="noopener"><span style="font-weight: 400;">explains Semrush</span></a><span style="font-weight: 400;">. “In other words: It favors content creators with topical authority.”</span></p>
<p><b>#3. Target long-tail keywords to address specific search intent.</b></p>
<p><span style="font-weight: 400;">This goes part and parcel with a cluster-based SEO content approach. Long-tail keywords are characterized by specificity: They tend to include more words and detail, adding another layer of depth beyond the main keywords they branch out from. An example of this might look like:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Head KW: “SEO strategy”</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Long-tail KW: “how to develop an SEO content strategy in B2B healthcare”</span></li>
</ul>
<p><span style="font-weight: 400;">By nature, long-tail keywords have lower volume, but higher intent – people running these searches are filtering and qualifying themselves as more relevant to your brand based on the information they are seeking. </span></p>
<p><span style="font-weight: 400;">A strong B2B SEO content strategy will feature a balance of head keywords and long-tail keywords to maximize both quantity and quality of organic search traffic.</span></p>
<p><b>#4. Focus on educational B2B SEO content and deliver value.</b></p>
<p><a href="https://www.toprankblog.com/2024/01/google-algorithm-update/" target="_blank" rel="noopener"><span style="font-weight: 400;">Google’s algorithm updates</span></a> <span style="font-weight: 400;">are openly intended to</span> <a href="https://developers.google.com/search/docs/appearance/helpful-content-system" target="_blank" rel="noopener"><span style="font-weight: 400;">prioritize helpful content</span></a> <span style="font-weight: 400;">and provide satisfying experiences for users. Being too promotional or light on substance will impede your content’s ability to earn search rankings.</span></p>
<p><span style="font-weight: 400;">Because B2B purchases are so complex, there is ample room for education, and information is flowing at all times. Consider all the different roles and functions involved with a buying committee, and how much these stakeholders often have to educate</span> <i><span style="font-weight: 400;">one another</span></i><span style="font-weight: 400;">. Your brand’s content can help greatly, building trust and relevance in the process. </span></p>
<p><span style="font-weight: 400;">Put user value at the center of your B2B SEO content. Offer clear and compelling insights or takeaways to help your audience accomplish their goals.</span></p>
<p><b>#5. Optimize and measure for a diverse range of conversion outcomes.</b></p>
<p><span style="font-weight: 400;">Effective SEO isn’t just about generating web traffic. What really matters is driving valuable results with that traffic, which is why it pays to be thoughtful about your conversion and measurement strategies.</span></p>
<p><span style="font-weight: 400;">What are the desirable outcomes for visitors at different stages of your marketing funnel? These might range from signing up for a newsletter to downloading an asset to signing up for a demo. Make sure you’re always offering an action that aligns with the intent of their search. </span></p>
<p><span style="font-weight: 400;">Strategic B2B marketing measurement accounts for all of the various conversion types, as part of the proven recipe for revenue and business growth. Marketing attribution can help you connect and weigh these different actions on the way to optimizing your efforts.</span></p>
<p><span style="font-weight: 400;">Organic SEO has a reputation for being difficult to connect to impact, but that’s only if you’re not taking the right steps to set up customized reporting and event tracking. </span></p>
<h2><span style="font-weight: 400;">Set your B2B SEO content strategy up for success</span></h2>
<p><span style="font-weight: 400;">Through all the algorithm changes and technology shifts, the fundamental premise of B2B SEO (or B2C SEO, for that matter) remains the same: create quality content based on reliable data around your personas, keywords and industry.</span></p>
<p><span style="font-weight: 400;">From there, it’s all about optimizing around your buyer journey and meeting the unique needs of your audience. </span></p>
<p><span style="font-weight: 400;">Learn about the many ways in which</span> <a href="https://www.toprankmarketing.com/solutions/search-engine-optimization-seo/"><span style="font-weight: 400;">TopRank Marketing can help you step up your B2B SEO game</span></a><span style="font-weight: 400;">.</span></p>
<p> </p>
<p>The post <a href="https://www.toprankblog.com/2024/03/b2b-seo-content-strategy-unique-elements/">What Makes a B2B SEO Content Strategy Unique?</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-79531737917092616552024-03-25T05:48:00.001-07:002024-03-25T05:48:54.044-07:00Should You Still Use Twitter (X) for B2B Marketing?<p><span style="font-weight: 400;">Ever since Elon Musk bought Twitter and rebranded it “X,” it seems like a day can’t go by without the social media platform making headlines. </span></p>
<p><span style="font-weight: 400;">In the wake of increasing controversies including a substantial rise in</span> <a href="https://mashable.com/article/x-twitter-elon-musk-bots-fake-traffic" target="_blank" rel="noopener"><span style="font-weight: 400;">bot traffic</span></a> <span style="font-weight: 400;">and</span> <a href="https://www.nytimes.com/2022/12/02/technology/twitter-hate-speech.html" target="_blank" rel="noopener"><span style="font-weight: 400;">hate speech</span></a><span style="font-weight: 400;">, scores of</span> <a href="https://www.insiderintelligence.com/press-releases/twitter-will-lose-more-than-32-million-users-worldwide-by-2024-amid-turmoil/" target="_blank" rel="noopener"><span style="font-weight: 400;">users and companies</span></a> <span style="font-weight: 400;">are reassessing their relationship with X. Most recently, more than 100 of X’s most prominent advertisers, including Airbnb, Coca-Cola, Microsoft, and Netflix have</span> <a href="https://www.nytimes.com/2023/11/24/business/x-elon-musk-advertisers.html" target="_blank" rel="noopener"><span style="font-weight: 400;">indefinitely paused advertising</span></a> <span style="font-weight: 400;">after Musk posted an endorsement of an anti-semitic conspiracy theory.</span></p>
<p><span style="font-weight: 400;">Given how volatile the platform has become, it’s understandable if you’re reconsidering how you use X for your B2B marketing initiatives. Unfortunately, there’s no one-size-fits-all answer. </span></p>
<p><span style="font-weight: 400;">X</span> <i><span style="font-weight: 400;">can</span></i> <span style="font-weight: 400;">still be a valuable tool for B2B marketing under the right circumstances. Whether or not it still makes sense for you comes down to how you’re using the platform, what you’re promoting, and – most importantly – to whom you’re promoting it.</span></p>
<p><span style="font-weight: 400;">We may not be able to tell you whether it makes sense for you to keep using X outright, but we can help you figure it out for yourself. Try answering each of the following questions to determine whether the platform still has something to offer your B2B marketing.</span></p>
<h2><span style="font-weight: 400;">Is your audience still active on X?</span></h2>
<p><span style="font-weight: 400;">As with any channel you’re considering using, this is the most important question to ask. If your audience is sticking with X, then you probably should too.</span></p>
<p><span style="font-weight: 400;">You can first evaluate whether the platform is still driving significant traffic to your website and landing pages. If you run ads, are they delivering results?</span></p>
<p><span style="font-weight: 400;">Beyond metrics, the best way to figure out if your audience is still on X is to look up decision maker’s profiles. Check their activity on the platform to see how frequently they post and — even more importantly — how frequently they react and respond to other posts. You should also see how many of these decision makers already follow you. If you already have an audience on X, you shouldn’t give that up. </span></p>
<p><span style="font-weight: 400;">If you’re not sure about whether relevant decision makers are still on X, consider recent X demographics as</span> <a href="https://www.pewresearch.org/internet/fact-sheet/social-media/" target="_blank" rel="noopener"><span style="font-weight: 400;">compiled by Pew Research Center</span></a><span style="font-weight: 400;">. According to their findings:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The most common age group of X users in the US is 18 to 29 years old (42% of respondents)</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">More men use X than women (26% vs. 19% of respondents in the US)</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">X users in the US are more likely to live in the suburbs (26%) or cities (25%) than in rural locations</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Adults with higher incomes use X at</span> <a href="https://www.pewresearch.org/internet/2024/01/31/americans-social-media-use/" target="_blank" rel="noopener"><span style="font-weight: 400;">slightly higher rates</span></a></li>
</ul>
<p><span style="font-weight: 400;">Reassess who you’re trying to connect with on X and why. If your goals still make sense and seem achievable based on who’s still active X, consider keeping your marketing on. Otherwise, ask yourself the rest of these questions:</span></p>
<h2><span style="font-weight: 400;">Are your competitors still on X?</span></h2>
<p><span style="font-weight: 400;">Are the brands you’re competing with still maintaining an active presence on X? Even more importantly: what are they using X for, exactly? If they’ve actively promoting their services, live tweeting news and events, and responding to other posts to start conversations, then chances are they’re still achieving their goals on the platform. </span></p>
<p><span style="font-weight: 400;">If they’ve stopped posting as frequently and they rarely respond to other posts, however, then chances are they’re downscaling their involvement.</span></p>
<p><span style="font-weight: 400;">If your competition is still active on X, then you should strongly consider remaining there, as well. Even if X’s influence is waning, it is still a primary social media channel. Pulling out of a major channel while your competition remains there means ceding the</span> <a href="https://www.searchenginejournal.com/share-of-voice/359752/" target="_blank" rel="noopener"><span style="font-weight: 400;">share of voice</span></a> <span style="font-weight: 400;">that the channel provides to them. As your posts disappear and your competition’s continue, your audience will begin to associate your brand with your category less and start to think of your competition first instead.</span></p>
<h2><span style="font-weight: 400;">Do you live-tweet events and breaking news?</span></h2>
<p><span style="font-weight: 400;">For a long period, Twitter was the go-to social media platform for keeping up with news and events as they happened. In an</span> <a href="https://blog.hootsuite.com/twitter-statistics/" target="_blank" rel="noopener"><span style="font-weight: 400;">October 2022 survey by Hootsuite</span></a><span style="font-weight: 400;">, many more Twitter users said they use the platform to “keep up to date with news and current events” than for any other purpose (61.2% vs. 38% for the next most-popular usage).</span></p>
<p><span style="font-weight: 400;">The rapid-fire nature of tweeting made it easy and engaging to watch reactions to events and news as they unfolded, making Twitter especially popular during major cultural events such as the Super Bowl. This use of Twitter has</span> <a href="https://frontofficesports.com/super-bowl-helps-dispel-notion-of-twitter-demise/" target="_blank" rel="noopener"><span style="font-weight: 400;">largely continued following the X rebranding</span></a><span style="font-weight: 400;">. That means using X to contribute to unfolding conversations about events and news as they occur could still be a very valuable application of the platform.</span></p>
<p><span style="font-weight: 400;">Of course, whether or not that matters to your brand depends on how valuable it would be for you to do this. Do you think your audience is interested in your brand live tweeting industry events and news? Do they follow industry hashtags and contribute to ongoing discussions? </span></p>
<p><span style="font-weight: 400;">If you’ve ever benefited from being active on Twitter during a major industry event, then there’s reason to believe that you’ll continue to benefit from doing the same thing on X. If your audience isn’t engaged with ongoing news and events in your industry, however, this may not be a reason to stick around.</span></p>
<h2><span style="font-weight: 400;">Can you use it to provide better customer service?</span></h2>
<p><span style="font-weight: 400;">Thanks in large part to social media platforms like X, brands have never been more publicly and immediately available to consumers. </span></p>
<p><span style="font-weight: 400;">These days, many customers aren’t interested in sending emails to support or going through an online portal to get answers to their questions and concerns. Instead, they might direct-message the brand on social media or even call them out publicly. Threatening as this may sound, it can also be a great opportunity.</span></p>
<p><span style="font-weight: 400;">Every time your B2B customers interact with your brand on social media, you have a chance to provide an excellent customer service experience. </span></p>
<p><span style="font-weight: 400;">First, ask: do your customers reach out to you on X at all? Do you want them to? If your customers reach out with legitimate, good-faith questions and concerns, providing them quick help can be a great way to prove to your audience that you’re looking out for them. If you can’t help solve their problems, however, then responding might only make that clearer.</span></p>
<h2><span style="font-weight: 400;">What is your budget and bandwidth? </span></h2>
<p><span style="font-weight: 400;">Finally, it’s worth considering how X fits into your social media marketing budget. If you’re already tight on money or time, then you should consider prioritizing only the most important social media platforms for achieving your goals — whether that’s X or not. </span></p>
<p><span style="font-weight: 400;">If you have budget and bandwidth to spare, on the other hand, then it’s worth continuing to experiment with X. Try posting new things, interacting with your audience more frequently, and live tweeting events with their hashtags. If you don’t see any positive effects from your efforts, you can always scale back later — and then at least you’ll know.</span></p>
<p><span style="font-weight: 400;">Even amid its seemingly never-ending controversy, X can still be a valuable tool for B2B marketing for some brands. If your audience is there and you’ve got something to tell them, consider keeping the account active a little longer. Otherwise, it may be time to move on.</span></p>
<p><span style="font-weight: 400;">If you want help managing your social media — or any other aspect of your B2B marketing — the experts at TopRank Marketing are</span> <a href="https://www.toprankmarketing.com/contact/" target="_blank" rel="noopener"><span style="font-weight: 400;">ready to help</span></a><span style="font-weight: 400;">. </span></p>
<p>The post <a href="https://www.toprankblog.com/2024/03/should-you-still-use-twitter-b2b-marketing/">Should You Still Use Twitter (X) for B2B Marketing?</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-26471888665866045222024-03-20T05:48:00.001-07:002024-03-20T05:48:58.385-07:00Age of SGE: How Will AI Affect Search Traffic in the Next Decade?<p><span style="font-weight: 400;">Ever since advancements in technology thrust generative AI into the public consciousness, it’s been the subject of unending controversy. Much of this controversy centers on its potential impact on the internet, with some</span> <a href="https://www.theverge.com/2023/6/26/23773914/ai-large-language-models-data-scraping-generation-remaking-web" target="_blank" rel="noopener"><span style="font-weight: 400;">news outlets</span></a> <span style="font-weight: 400;">and</span> <a href="https://thelivinglib.org/experts-90-of-online-content-will-be-ai-generated-by-2026/" target="_blank" rel="noopener"><span style="font-weight: 400;">experts</span></a> <span style="font-weight: 400;">going so far as to describe it in near-apocalyptic terms. </span></p>
<p><span style="font-weight: 400;">“</span><a href="https://www.nytimes.com/2023/09/23/opinion/ai-internet-lawsuit.html" target="_blank" rel="noopener"><span style="font-weight: 400;">AI is killing the internet</span></a><span style="font-weight: 400;">” became a common refrain in those early days, speaking to the dread and apprehension being felt regarding its disruption to the way things have been done online.</span></p>
<p><span style="font-weight: 400;">Given all this concern, it’s not surprising that Google’s bold new foray into generative AI, Google Search Generative Experience (SGE) has elicited big reactions. With search engines and SEO being such a</span> <a href="https://www.toprankblog.com/2024/01/building-seo-strategy/" target="_blank" rel="noopener"><span style="font-weight: 400;">core aspect of digital marketing</span></a><span style="font-weight: 400;">, there’s understandably a lot of attention being paid to the ripple effects of this evolution in search.</span></p>
<p><span style="font-weight: 400;">As a marketer, here’s what you need to know about Google SGE and the broader impact of AI on search.</span></p>
<h2><strong>What is Google SGE?</strong></h2>
<p><a href="https://static.googleusercontent.com/media/www.google.com/en//search/howsearchworks/google-about-SGE.pdf" target="_blank" rel="noopener"><span style="font-weight: 400;">Google Search Generative Experience</span></a> <span style="font-weight: 400;">is Google’s new approach to incorporating generative AI into their search algorithm. When in use, SGE will provide an “AI-powered snapshot” of information requested in a query at the top of the resulting search engine results page (SERP). These snapshots will provide a quick overview of the topic, with information collected, composited, and arranged from top results by the generative AI.</span></p>
<p><span style="font-weight: 400;">The screenshot below, from Google’s overview of SGE, provides an example of what one of these AI-powered snapshots looks like:</span></p>
<p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-36339" src="https://www.toprankblog.com/wp-content/uploads/Screenshot-2024-03-17-184805.png" alt="" width="706" height="540" srcset="https://www.toprankblog.com/wp-content/uploads/Screenshot-2024-03-17-184805.png 706w, https://www.toprankblog.com/wp-content/uploads/Screenshot-2024-03-17-184805-300x229.png 300w" sizes="(max-width: 706px) 100vw, 706px" /></p>
<h2><strong>Reactions to Google SGE</strong></h2>
<p><span style="font-weight: 400;">Google SGE has received significant attention and criticism, primarily focused on how the tool will</span> <a href="https://www.nearmedia.co/sge-a-traffic-destroyer-ai-optimization-smb-badges/" target="_blank" rel="noopener"><span style="font-weight: 400;">disincentivize users from actually clicking through to the websites</span></a> <span style="font-weight: 400;">surfaced in the search.</span></p>
<p><i><span style="font-weight: 400;">The Atlantic</span></i><span style="font-weight: 400;">, which says it</span> <a href="https://winbuzzer.com/2023/12/15/the-atlantic-predicts-significant-traffic-loss-with-googles-ai-search-enhancement-xcxwbn/" target="_blank" rel="noopener"><span style="font-weight: 400;">gets up to 40% of its current traffic from Google</span></a><span style="font-weight: 400;">, recently</span> <a href="https://www.pymnts.com/artificial-intelligence-2/2023/news-execs-googles-ai-integration-could-kill-journalism/?ref=nearmedia.co" target="_blank" rel="noopener"><span style="font-weight: 400;">published an analysis on the subject</span></a> <span style="font-weight: 400;">and concluded: “75% of the time, the AI-powered search would likely provide a full answer to a user’s query.” As a result,</span> <a href="https://www.wsj.com/tech/ai/news-publishers-see-googles-ai-search-tool-as-a-traffic-destroying-nightmare-52154074?ref=nearmedia.co" target="_blank" rel="noopener"><i><span style="font-weight: 400;">Wall Street Journal</span></i></a> <span style="font-weight: 400;">reported that publishers expect to lose “between 20% and 40% of their Google-generated traffic” in a post-SGE landscape. </span></p>
<p><span style="font-weight: 400;">Other publishers and SEO experts are less concerned. While Forrester Research Senior Analyst Nikhil Lai</span> <a href="https://www.reuters.com/technology/google-pushes-deeper-into-ai-publishers-see-fresh-challenges-2023-10-19/" target="_blank" rel="noopener"><span style="font-weight: 400;">was recently quoted by Reuters</span></a> <span style="font-weight: 400;">saying SGE is “definitely going to decrease publishers’ organic traffic, and they’re going to have to think about a different way to measure the value of that content if not click-through rate,” he also said he believes appearing in the new SGE-provided summaries will help protect and enhance publisher reputation. </span></p>
<p><span style="font-weight: 400;">Some SEO experts even believe that Google SGE could</span> <a href="https://moz.com/blog/sge-impact-on-organic-traffic?ref=nearmedia.co" target="_blank" rel="noopener"><span style="font-weight: 400;">represent a new opportunity to rank</span></a> <span style="font-weight: 400;">for brands and publishers that may have previously lacked the authority to appear in the top 10.</span></p>
<h2><span style="font-weight: 400;">How generative AI will affect search traffic in the next decade</span></h2>
<p><span style="font-weight: 400;">There are still a lot of unknowns when it comes to Google SGE. As</span> <a href="https://www.reuters.com/technology/google-pushes-deeper-into-ai-publishers-see-fresh-challenges-2023-10-19/" target="_blank" rel="noopener"><span style="font-weight: 400;">one publisher interviewed by Reuters</span></a> <span style="font-weight: 400;">shared: “The new AI section is a black box for us. We don’t know how to make sure we’re a part of it or the algorithm behind it.” </span></p>
<p><span style="font-weight: 400;">The overarching reality: In the coming years,</span> <b>brands will likely see a collective decrease in traffic sourced to search engines</b><span style="font-weight: 400;">. This owes in part to AI and changes to the makeup of SERPs, but it also relates to evolving habits of users (e.g.</span> <a href="https://www.nytimes.com/2022/09/16/technology/gen-z-tiktok-search-engine.html" target="_blank" rel="noopener"><span style="font-weight: 400;">using TikTok for search</span></a><span style="font-weight: 400;">). </span></p>
<p><span style="font-weight: 400;">Even if overall search volume decreases to some degree in the coming years, that doesn’t mean SEO’s strategic role in digital marketing will be diminished. Google will remain a powerhouse driver and director of web traffic. Staying aligned with its guidelines and priorities will help you continue to grow your authority and attract high-quality visitors.</span></p>
<p><span style="font-weight: 400;">By referencing the history of</span> <a href="https://www.toprankblog.com/2024/01/google-algorithm-update/" target="_blank" rel="noopener"><span style="font-weight: 400;">Google algorithm updates</span></a><span style="font-weight: 400;">, along with the ultimate goals and purpose of the search engine, we can start to chart a path forward for SEO in the age of AI. </span></p>
<h3><span style="font-weight: 400;">Ranking highly in SERPs will become even more important</span></h3>
<p><span style="font-weight: 400;">As the screenshot above indicates, SGE summaries take top billing on SERPs, above even sponsored content. With less space to list organic rankings after sponsored content, some results that would have previously been on page one will slip to page two.</span></p>
<p><span style="font-weight: 400;">Given</span> <a href="https://moz.com/blog/new-google-survey-results" target="_blank" rel="noopener"><span style="font-weight: 400;">how few people navigate to page two of any SERP result</span></a><span style="font-weight: 400;">, this means Google SGE will likely have a somewhat counterintuitive effect: it will make SEO even</span> <i><span style="font-weight: 400;">more</span></i> <span style="font-weight: 400;">important.</span></p>
<p><span style="font-weight: 400;">While SERP organic results may be receiving fewer clicks overall, the pages that are getting clicks will be on page one … and competition to appear on page one will be fiercer than ever. </span></p>
<p><span style="font-weight: 400;">Meanwhile, Google SGE summary results are primarily useful for informational queries: users just looking to have a question answered may be able to get what they need from the AI-generated summary. For users with commercial intent, however — such as, individuals searching for complex information about B2B challenges and solutions — organic results will still be the place to look. </span></p>
<h3><span style="font-weight: 400;">Authoritative, in-depth content will gain demand</span></h3>
<p><span style="font-weight: 400;">Google became the search engine juggernaut it is today precisely because it was able to provide the most relevant content for users.</span> <a href="https://www.searchenginejournal.com/google-algorithm-history/" target="_blank" rel="noopener"><span style="font-weight: 400;">Each of its updates over the years</span></a> <span style="font-weight: 400;">has focused on refining the search engine’s algorithm to serve results in accordance with Google’s “E-E-A-T” rating guidelines: Experience, Expertise, Authoritativeness, and Trustworthiness. </span></p>
<p><span style="font-weight: 400;">As Google assured in their overview of SGE, the search engine remains committed to these guidelines when providing all information on their SERPs — including and especially the information their generative AI model produces. Whatever ways in which Google updates Google SGE in the future, you can bet they’ll be focused on making sure it provides authoritative best answer information; their reputation hinges on it.</span></p>
<p><span style="font-weight: 400;">Embodying E-E-A-T principles in all your content will become all the more important.</span> <a href="https://www.toprankblog.com/2024/02/the-6-fundamentals-of-an-seo-link-building-strategy/" target="_blank" rel="noopener"><span style="font-weight: 400;">SEO techniques like link-building</span></a> <span style="font-weight: 400;">and</span> <a href="https://www.semrush.com/blog/semantic-keywords/" target="_blank" rel="noopener"><span style="font-weight: 400;">utilizing semantically related keywords</span></a> <span style="font-weight: 400;">will be key to demonstrating authority and winning placements within AI summaries. </span></p>
<h3><span style="font-weight: 400;">Helpful, expert-sourced content will rise above the rest</span></h3>
<p><span style="font-weight: 400;">Google SGE presents a unique opportunity for B2B creators. Compared to most B2C content, B2B content is more complex, niche, and difficult to summarize. AI will have a limited ability to offer adequate information to informed B2B audiences, especially if those audiences include buyers looking to make critical purchasing decisions.</span></p>
<p><span style="font-weight: 400;">As a result, there is reason to expect substantial, renewed demand for content that explores B2B topics in-depth from an expert point of view. As Google’s SGE provides only top-level summaries, audiences will crave deeper insights and guidance on topics that matter to them. They’ll likely spend more time using SGE’s new features to refine their searches while they look for information curated for them specifically. </span></p>
<p><span style="font-weight: 400;">If you can provide this information, you can form stronger relationships with your audience faster, establishing yourself as a go-to source for reliable information in your business category. At TopRank Marketing, we often say that increased direct traffic is a great long-term outcome from successful SEO, because it can mean your audience starts bypassing searches (and AI results) to visit your website directly.</span></p>
<h2><span style="font-weight: 400;">Know your audience and what they need</span></h2>
<p><span style="font-weight: 400;">As the search landscape evolves with the rapid expansion of generative AI, we continue to believe that understanding and harnessing</span> <a href="https://www.toprankblog.com/2023/04/intent-qualified-organic-traffic/" target="_blank" rel="noopener"><span style="font-weight: 400;">search intent holds the key to driving valuable organic traffic</span></a> <span style="font-weight: 400;">going forward. While Google SGE may be able to synthesize and summarize results on higher-level topics, your organization can differentiate with expert, in-depth content that speaks to your audience and their unique needs.</span></p>
<p><span style="font-weight: 400;">Additionally, make sure you’re continually exploring alternative channels as part of your marketing strategy. As search habits evolve, staying innovative will ensure your audience can continue to discover your content, whether that’s through Google, social media, email, trade publications, or paid media.</span></p>
<p><span style="font-weight: 400;">Download our guide,</span> <a href="https://www.toprankmarketing.com/guide/marketing-with-intent-the-future-of-seo-and-qualified-b2b-traffic/" target="_blank" rel="noopener"><span style="font-weight: 400;">Marketing with Intent</span></a><span style="font-weight: 400;">, to learn more about creating a future-proof SEO strategy within this framework.</span></p>
<p>The post <a href="https://www.toprankblog.com/2024/03/ai-search-trends-google-sge-organic-traffic/">Age of SGE: How Will AI Affect Search Traffic in the Next Decade?</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-33604533561163012132024-03-18T08:48:00.001-07:002024-03-18T08:48:43.578-07:00Why You Need a Keyword Strategy and How to Create One<p><span style="font-weight: 400;">Trying to</span> <a href="https://www.toprankblog.com/2024/01/building-seo-strategy/" target="_blank" rel="noopener"><span style="font-weight: 400;">build an SEO strategy</span></a> <span style="font-weight: 400;">without a keyword strategy is like trying to build a plane without wings. It’s going nowhere.</span></p>
<p><span style="font-weight: 400;">Expert-led keyword research and planning are foundational to successful SEO, no matter the business, industry, or audience. This multifaceted process sets the stage for your brand to grow its digital footprint, helping you understand exactly the topics, questions and pain points you need to address with your content. </span></p>
<h2><strong>What is a keyword strategy in SEO?</strong></h2>
<p><span style="font-weight: 400;">Keywords are the terms, phrases and queries that users enter into search engines to surface relevant content. Brands and marketers use keyword strategies to gain a grasp of which keywords they should be focusing on, and how to earn visibility for them. </span></p>
<p><span style="font-weight: 400;">Not only are keyword research and planning essential for informing your SEO strategy, they also provide crucial insights for your broader marketing and business development. Understanding how people search for your solutions, where search demand exists, and how keywords are trending has deeply valuable implications.</span></p>
<h2><strong>Why many keyword strategies are lacking</strong></h2>
<p><span style="font-weight: 400;">When SEO is not delivering results as a marketing team hopes, the core issues can often be traced back to a keyword strategy that isn’t quite right. Pursuing the wrong opportunities leads to a lot of waste and frustration. </span></p>
<p><span style="font-weight: 400;">There are two prevalent challenges that brands encounter with their keyword strategies, in our experience:</span></p>
<ol>
<li style="font-weight: 400;" aria-level="1"><b>Lack of specialized expertise.</b> <span style="font-weight: 400;">SEO is as much an art form as a science. While tools like Semrush, Moz and Google Keyword Planner are helpful, it takes real skill and experience to turn their capabilities into action and impact. High-caliber SEO specialists are in short supply.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Lack of maintenance and agility.</b> <span style="font-weight: 400;">Many companies are still operating with the same keyword list they developed years ago. That just doesn’t work in an environment where everything is changing, all the time. </span></li>
</ol>
<p><span style="font-weight: 400;">With so many organizations getting stuck in the mud at this critical step, it is no surprise one recent UK study found that</span> <a href="https://www.heraldscotland.com/news/23993149.two-thirds-businesses-unhappy-seo-strategy/" target="_blank" rel="noopener"><span style="font-weight: 400;">two-thirds of businesses are unhappy with their SEO strategy</span></a><span style="font-weight: 400;">. But the good news is that it’s never too late to revisit your keywords and get on track. </span></p>
<h2><strong>Building an effective SEO keyword strategy</strong></h2>
<p><span style="font-weight: 400;">Identifying target keywords, contextualizing them, prioritizing them, and developing a clear plan to win (and maintain) rankings are all part of a full-fledged keyword strategy. At TopRank Marketing, we focus on these five core steps:</span></p>
<h3><span style="font-weight: 400;">Keyword research</span></h3>
<p><span style="font-weight: 400;">Keyword research sets the roadmap that your entire strategy will follow. The process involves identifying and analyzing keywords that will guide your planning. These phrases and queries all relate in some way to your buyer’s journey. To substantiate your best opportunities, you’ll want to gather data around search volumes, current rankings, keyword difficulty, SERP landscapes, and more.</span></p>
<p><span style="font-weight: 400;">The goal of keyword research is to understand the language and terms your target audience uses, allowing you to optimize your SEO content accordingly. </span></p>
<p><b><i>Gap analysis</i></b> <i><span style="font-weight: 400;">is a key aspect of keyword research, offering a clear view of where your best untapped SEO opportunities lie. Learn about this and other</span></i> <a href="https://www.toprankmarketing.com/solutions/search-engine-optimization-seo/" target="_blank" rel="noopener"><i><span style="font-weight: 400;">SEO services from TopRank Marketing</span></i></a><i><span style="font-weight: 400;">.</span></i></p>
<h3><span style="font-weight: 400;">Competitive analysis</span></h3>
<p><span style="font-weight: 400;">After selecting keywords and topics that your brand wants to show up for, the next step is to get a full view of what you’re up against. An expert dive into the data can tell you what keywords your competitors are targeting, which audiences they’re focusing on, and how you can gain an edge. </span></p>
<h3><span style="font-weight: 400;">Topical mapping</span></h3>
<p><span style="font-weight: 400;">A topical map, as</span> <a href="https://www.similarweb.com/blog/marketing/seo/topical-map/" target="_blank" rel="noopener"><span style="font-weight: 400;">defined by Similarweb</span></a><span style="font-weight: 400;">, “is a strategic map that outlines all the SEO content you need to cover the length and breadth of an entire topic. Your topical map doesn’t only include what content you need to create but also organizes it into a topic/subtopic hierarchy.”</span></p>
<p><span style="font-weight: 400;">An important thing to recognize about modern SEO is that “keyword” is a bit of a misnomer, lingering from the internet’s early days when single-word searches were common. Google is now much more concerned with</span> <a href="https://www.searchenginejournal.com/semantic-search-seo/264037/" target="_blank" rel="noopener"><span style="font-weight: 400;">semantic search</span></a><span style="font-weight: 400;">, and serving results based on user intent and behavior. In many cases, a keyword will actually be a string of words aligning to specific prompts or questions entered by users. </span></p>
<p><span style="font-weight: 400;">Topical maps branch out from head keywords into related semantic long-tails that explore sub-topics in further depth. Our agency uses this method to help clients build topical authority and earn rankings for their most valuable keyword clusters.</span></p>
<h3><span style="font-weight: 400;">Search intent analysis</span></h3>
<p><span style="font-weight: 400;">It’s helpful to gather as much intel as possible around keyword search intent so you can plan and craft content accordingly. Topical mapping plays a key role by illustrating how different keywords are connected and grouped by intent, but there are other valuable audience-centered insights to inform your keyword strategy.</span></p>
<p><span style="font-weight: 400;">For example, what is the user trying to accomplish by running a search for this keyword? From a marketing standpoint, search intent can fall into four different categories, aligning roughly to the funnel:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Informational (upper funnel)</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Navigational (upper funnel)</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Commercial (mid funnel)</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Transactional (lower funnel)</span></li>
</ul>
<h3><span style="font-weight: 400;">Reporting and optimization</span></h3>
<p><span style="font-weight: 400;">A lack of ongoing attention and proactivity is a major pitfall in many keyword strategies. Keeping a vigilant eye on your rankings and performance will help you stay on top of opportunities and minimize lapses as the landscape evolves.</span></p>
<p><span style="font-weight: 400;">Note that negative keyword trends don’t always (or even usually) mean you’re doing something wrong. All SEO strategies are at the whim of outside forces. In many cases, declines are driven by reduced search demand for specific keywords,</span> <a href="https://www.toprankblog.com/2024/01/google-algorithm-update/" target="_blank" rel="noopener"><span style="font-weight: 400;">algorithm changes</span></a><span style="font-weight: 400;">, or dated content. You can spot these instances quickly with keyword reporting, and optimization can help you regain lost ground.</span></p>
<h2><strong>Modernize your SEO keyword strategy</strong></h2>
<p><span style="font-weight: 400;">The qualities of an effective keyword strategy have transformed over the past 10-15 years, from keyword stuffing to honoring user intent. As search engines become more sophisticated, we’re also moving from short, generic keywords to specific and semantic long-tails. Other trends like AI, local SEO and voice search are also impacting the way businesses approach their keyword strategies.</span></p>
<p><span style="font-weight: 400;">Expert oversight and continual maintenance will help ensure you’re targeting the right terms and taking the right steps to capture them. </span></p>
<p><span style="font-weight: 400;">Learn more about the best practices of <a href="https://www.toprankmarketing.com/guide/marketing-with-intent-the-future-of-seo-and-qualified-b2b-traffic/" target="_blank" rel="noopener">modern B2B search engine optimization</a>.</span></p>
<p> </p>
<p>The post <a href="https://www.toprankblog.com/2024/03/why-you-need-seo-keyword-strategy/">Why You Need a Keyword Strategy and How to Create One</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-86426248021433822082024-03-13T04:48:00.001-07:002024-03-13T04:48:35.980-07:008 Content Marketing Services That Are In Demand for B2B Brands<p><span style="font-weight: 400;">It used to be that outsourcing your marketing meant finding the villager with the loudest voice and wittiest turn-of-phrase to walk the lanes hawking your wares.</span><span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;">Needless to say, marketing has evolved. And with that evolution, navigating the various services available for B2B marketing has become increasingly complex.</span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;">While the ultimate goal remains the same (being heard above the crowd), the path to reaching that goal requires strategically employing the right content marketing services. </span></p>
<p><span style="font-weight: 400;">We’ve compiled a list of services ranging from content strategy to analytics to help you understand how each of these services works and how they help your brand be the loudest voice in the market. </span></p>
<h2><span style="font-weight: 400;">Why B2B companies need content marketing services</span></h2>
<p><span style="font-weight: 400;">B2B buying cycles are long and involve a whole host of stakeholders. This means that B2B marketers have to map out and maintain ongoing relationships with buyers across a range of job titles and decision-making influences.</span><span style="font-weight: 400;">This degree of in-depth engagement means utilizing an array of content types across several platforms and touchpoints to guide customers along the buying journey. If you think that sounds difficult, don’t worry – you’re not alone.</span><span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;">A joint study by the Content Marketing Institute (CMI) and MarketingProfs identified the</span> <a href="https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research" target="_blank" rel="noopener"><span style="font-weight: 400;">top challenges B2B marketers face</span></a> <span style="font-weight: 400;">when creating content – audience alignment, consistency, differentiation, SEO optimization and quality were among the leaders.</span></p>
<p><a href="https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/" target="_blank" rel="noopener"><img fetchpriority="high" decoding="async" class="aligncenter wp-image-36327 size-full" src="https://www.toprankblog.com/wp-content/uploads/CMI-B2B-Content-Creation-Situational-Challenges.png" alt="" width="814" height="508" srcset="https://www.toprankblog.com/wp-content/uploads/CMI-B2B-Content-Creation-Situational-Challenges.png 814w, https://www.toprankblog.com/wp-content/uploads/CMI-B2B-Content-Creation-Situational-Challenges-300x187.png 300w, https://www.toprankblog.com/wp-content/uploads/CMI-B2B-Content-Creation-Situational-Challenges-768x479.png 768w" sizes="(max-width: 814px) 100vw, 814px" /></a></p>
<p><span style="font-weight: 400;">To accomplish all of these tasks effectively in today’s crowded digital marketplace requires a great deal of creative, analytical and strategic expertise.</span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;">And the best way to access that is by partnering with proven content marketing service providers.</span></p>
<h3><span style="font-weight: 400;">Lightening the load</span></h3>
<p><span style="font-weight: 400;">Nearly 60% of marketing teams cite a lack of resources as their biggest situational challenge when it comes to content creation.</span><span style="font-weight: 400;"><br /></span></p>
<p><a href="https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/" target="_blank" rel="noopener"><img fetchpriority="high" decoding="async" class="aligncenter wp-image-36327 size-full" src="https://www.toprankblog.com/wp-content/uploads/CMI-B2B-Content-Creation-Situational-Challenges.png" alt="" width="814" height="508" srcset="https://www.toprankblog.com/wp-content/uploads/CMI-B2B-Content-Creation-Situational-Challenges.png 814w, https://www.toprankblog.com/wp-content/uploads/CMI-B2B-Content-Creation-Situational-Challenges-300x187.png 300w, https://www.toprankblog.com/wp-content/uploads/CMI-B2B-Content-Creation-Situational-Challenges-768x479.png 768w" sizes="(max-width: 814px) 100vw, 814px" /></a></p>
<p><span style="font-weight: 400;">Delegating activities to content marketing service providers can help lighten the load. Not only does this free up your team to focus on the big-picture strategy, but it also ensures that these tasks are being managed by dedicated marketers who are immersed in the latest trends, techniques and analytics within each specific area of content marketing.</span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;">This specialization leads to more effective and impactful marketing efforts, tailored to meet the unique needs and challenges of your B2B brand. </span></p>
<p><span style="font-weight: 400;">Let’s explore some of the most popular content marketing services, and which of the challenges surfaced by the CMI/MarketingProfs study are alleviated by outsourcing these responsibilities.</span></p>
<h2><span style="font-weight: 400;">8 popular B2B content marketing services</span></h2>
<h3><span style="font-weight: 400;">Content strategy</span></h3>
<p><span style="font-weight: 400;">In B2B marketing, a well-defined content strategy is crucial because it aligns your content with your business’s objectives and the needs of your audience. It ensures that every piece of content – whether a blog post, a white paper or a social media update – serves a clear purpose.</span><span style="font-weight: 400;"><br /></span></p>
<p><i><span style="font-weight: 400;">Why it’s popular</span></i><span style="font-weight: 400;">: Top-performing marketing teams cite having a documented content strategy among their top keys to success. </span></p>
<p><span style="font-weight: 400;">A B2B marketing agency’s content strategy offerings may include:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><b>Audience research</b><span style="font-weight: 400;">: Identifying and understanding the target audience, including their needs, challenges and content consumption behaviors.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Content auditing and analysis</b><span style="font-weight: 400;">: Reviewing existing content to determine what’s working and what’s not.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Strategic planning</b><span style="font-weight: 400;">: Developing a comprehensive plan that outlines the types of content to be created and identifying the business goals of each piece of content.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>SEO</b><span style="font-weight: 400;">: Incorporating</span> <a href="https://www.toprankblog.com/2024/01/building-seo-strategy/" target="_blank" rel="noopener"><span style="font-weight: 400;">search engine optimization strategies</span></a> <span style="font-weight: 400;">into content creation to improve visibility in search engine results and attract organic traffic.</span></li>
</ul>
<h3><span style="font-weight: 400;">Competitive content analysis</span></h3>
<p><span style="font-weight: 400;">A competitive content analysis evaluates what types of content are being published and what topics are being covered by your competitors. This enables you to identify trends and gaps in the content coverage within your industry.</span></p>
<p><i><span style="font-weight: 400;">Why it’s popular</span></i><span style="font-weight: 400;">: A competitive content analysis helps marketers make data-backed decisions about content development and SEO strategies</span></p>
<p><span style="font-weight: 400;">A B2B marketing agency’s competitive content analysis offerings may include:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><b>Competitor identification</b><span style="font-weight: 400;">: Determining who your direct and indirect competitors are.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Content inventory</b><span style="font-weight: 400;">: Cataloging and assessing the content of your competitors.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Content performance evaluation</b><span style="font-weight: 400;">: Measuring the engagement and performance of competitors’ content to understand what resonates with the audience.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>SEO assessment</b><span style="font-weight: 400;">: Analyzing competitors’ content for SEO effectiveness and SERP rankings.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Content gap analysis</b><span style="font-weight: 400;">: Identifying topics and questions that competitors have not adequately covered.</span></li>
</ul>
<h3><span style="font-weight: 400;">Concept development</span></h3>
<p><span style="font-weight: 400;">Effective concept development aligns with your overall business objectives, addresses the needs and challenges of your target audience, and differentiates your brand in the market.</span></p>
<p><i><span style="font-weight: 400;">Why it’s popular</span></i><span style="font-weight: 400;">: This is the leading challenge cited by B2B marketers, with 57% reporting difficulty creating the right content for their audience.</span></p>
<p><span style="font-weight: 400;">A B2B marketing agency’s concept development offerings may include:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><b>Concept ideation</b><span style="font-weight: 400;">: Developing a range of concept ideas, drawing from industry trends, audience needs, and business objectives.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Strategic alignment</b><span style="font-weight: 400;">: Ensuring that the developed concepts align with your brand’s values, voice, and business goals, as well as with the identified needs and preferences of your target audience.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Content and campaign planning</b><span style="font-weight: 400;">: Mapping out how the chosen concept will be executed across various types of content and marketing campaigns, ensuring a cohesive and integrated approach.</span></li>
</ul>
<h3><span style="font-weight: 400;">Content drafting</span></h3>
<p><span style="font-weight: 400;">Quality content production is essential for building brand authority, engaging with potential customers, driving lead generation, and improving conversion rates. Skilled content drafting ensures content that is relevant, timely, and optimized for search engines and user experience.</span></p>
<p><i><span style="font-weight: 400;">Why it’s popular</span></i><span style="font-weight: 400;">: Among the top challenges cited above, several tie back to content creation –creating content consistently (54%), differentiating content (54%), optimizing for SEO (45%), and creating quality content (44%).</span></p>
<p><span style="font-weight: 400;">A B2B marketing agency’s content production offerings may include:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><b>Content creation</b><span style="font-weight: 400;">: Crafting well-researched and well-written content that addresses the specific interests and pain points of the target audience, while also aligning with the brand’s voice and objectives.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>SEO optimization</b><span style="font-weight: 400;">: Integrating relevant keywords and meta tags to enhance content visibility in search engine results and drive organic traffic.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Content formatting and styling</b><span style="font-weight: 400;">: Ensuring that content is not only informative but also easy to read and visually appealing.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Quality assurance</b><span style="font-weight: 400;">: Conducting thorough editing and proofreading to ensure content is free from errors, factually accurate, and consistent with the brand’s messaging and standards.</span></li>
</ul>
<h3><span style="font-weight: 400;">Thought leadership and influencer content</span></h3>
<p><span style="font-weight: 400;">This type of content allows for individual voices to inspire, educate, and challenge existing perspectives within your industry. Influencers and thought leaders can be from within your organization, or be that outside expertise that lends credibility to your brand. </span></p>
<p><i><span style="font-weight: 400;">Why it’s popular</span></i><span style="font-weight: 400;">: Thought leaders and influencers lend their unique voices and perspectives to your brand. </span></p>
<p><span style="font-weight: 400;">A B2B marketing agency’s thought leadership and influencer content programs may include:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><b>Influencer partnerships</b><span style="font-weight: 400;">: Identifying and partnering with influencers who have a strong following and credibility within your target market to co-create content, share content, or endorse your brand.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Content creation and curation</b><span style="font-weight: 400;">: Not every thought leader or influencer is an author, so partnering with a marketing service that has expertise in this arena can help your brand elevate the voice of the individual. </span></li>
</ul>
<h3><span style="font-weight: 400;">Design services</span></h3>
<p><span style="font-weight: 400;">Good design can significantly increase the effectiveness of your marketing efforts by making your content more attractive, easier to understand, and more memorable. Design services help in establishing a brand’s visual identity, ensuring that all marketing materials are coherent, appealing, and aligned with the brand’s objectives.</span></p>
<p><i><span style="font-weight: 400;">Why it’s popular</span></i><span style="font-weight: 400;">: A lack of resources is the number one challenge facing marketing teams today. Outsourcing design can ensure your content visually reflects the value of your brand.</span></p>
<p><span style="font-weight: 400;">A B2B marketing service’s design offerings may include:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><b>Brand identity design</b><span style="font-weight: 400;">: Creating or refining the visual elements that make up a brand’s identity.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Web and digital design</b><span style="font-weight: 400;">: Developing the layout, visual appearance and usability of websites and digital platforms.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Interactive and multimedia design</b><span style="font-weight: 400;">: Creating interactive elements such as infographics, animations, and videos that can enhance storytelling and engage users more deeply with content.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Content visualization</b><span style="font-weight: 400;">: Transforming data and information into visual formats, such as charts, graphs, and diagrams.</span></li>
</ul>
<h3><span style="font-weight: 400;">Video content creation</span></h3>
<p><span style="font-weight: 400;">Video content is highly engaging and can significantly increase the time visitors spend on your website, which can lead to higher conversion rates. Videos are also more likely to be shared across social media platforms, increasing brand visibility and reach.</span></p>
<p><i><span style="font-weight: 400;">Why it’s popular</span></i><span style="font-weight: 400;">: Video is the number one place marketers would increase their investment. Outsourcing video production to a qualified service can greatly increase your ROI.</span></p>
<p><span style="font-weight: 400;">A B2B marketing agency’s video content creation offerings may include:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><b>Concept development and scripting</b><span style="font-weight: 400;">: Crafting creative concepts and writing scripts that convey the brand’s message.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Filming and production</b><span style="font-weight: 400;">: Capturing high-quality video footage using industry best practices.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Editing and post-production</b><span style="font-weight: 400;">: Combining the footage with supporting audio and graphics to ensure it’s polished and aligns with the brand’s identity.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>SEO optimization</b><span style="font-weight: 400;">: Incorporating relevant keywords, titles, descriptions, and tags to ensure the video is discoverable on search engines and video platforms.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Distribution strategy</b><span style="font-weight: 400;">: Planning how and where to distribute the video content to reach the target audience.</span></li>
</ul>
<h3><span style="font-weight: 400;">Content performance analytics</span></h3>
<p><span style="font-weight: 400;">Content performance analytics helps marketers understand how well their content is resonating with their target audience and contributing to business objectives. This is also how marketers gather the data that proves the ROI of their marketing efforts.</span></p>
<p><i><span style="font-weight: 400;">Why it’s popular</span></i><span style="font-weight: 400;">: Just under half of marketers report that they’re confident in their ability to measure content performance. This leaves a lot of room for improvement – and expert help!</span></p>
<p><span style="font-weight: 400;">A B2B marketing agency’s content performance analytics offerings may include:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><b>Metric tracking and reporting</b><span style="font-weight: 400;">: Identifying key performance indicators (KPIs) relevant to the business’s goals and regularly tracking these metrics to monitor content performance over time.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Audience analysis</b><span style="font-weight: 400;">: Analyzing the behavior and preferences of the target audience, including how they interact with content, which topics are most appealing, and which formats generate the most engagement.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Content optimization</b><span style="font-weight: 400;">: Using data insights to recommend changes to existing content, such as updating or repurposing underperforming content, as well as guiding the development of new content that aligns with audience interests and business goals.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Competitive benchmarking</b><span style="font-weight: 400;">: Comparing content performance against industry benchmarks or competitors to identify areas for improvement and opportunities to differentiate in the market.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>ROI analysis</b><span style="font-weight: 400;">: Measuring the return on investment of content marketing activities by linking content performance to business outcomes, such as lead generation, sales, and customer acquisition and retention.</span></li>
</ul>
<h2><span style="font-weight: 400;">Choosing the right content marketing service provider</span></h2>
<p><span style="font-weight: 400;">Did reading through that list of services have you daydreaming about how much time and energy your marketing team could free up with a little outsourcing? </span></p>
<p><span style="font-weight: 400;">Here are some best practices to follow when choosing a content marketing service provider.</span></p>
<p><b>Define your goals and needs</b><span style="font-weight: 400;">: Start by clearly defining what you want to achieve with your content marketing. Do you want to increase brand awareness, generate leads, or establish thought leadership? Understanding your objectives will help you identify the services that are most aligned with your goals.</span></p>
<p><b>Evaluate their content quality</b><span style="font-weight: 400;">: Request samples of the agency’s work to evaluate the quality of their content. High-quality, engaging, and informative content is essential for a successful content marketing campaign.</span></p>
<p><b>Understand their analytics approach</b><span style="font-weight: 400;">: A good content marketing service should have robust methods for measuring and reporting on the performance of your content. Ask about their metrics and reporting tools to ensure they can provide the insights you need.</span></p>
<p><b>Discuss communication and collaboration</b><span style="font-weight: 400;">: Effective communication and collaboration are essential for a successful partnership. Discuss how they plan to communicate and collaborate with your team throughout the content marketing process.</span></p>
<p><b>Consider scalability</b><span style="font-weight: 400;">: Choose a service that can scale with your business as it grows. They should be able to adapt to your changing needs and continue to deliver high-quality content as your business evolves.</span></p>
<p><b>Ask about SEO integration</b><span style="font-weight: 400;">: Since SEO is a crucial element of successful content marketing, ensure that the service has a strong understanding of SEO best practices and can integrate these into your content strategy.</span></p>
<p><i><span style="font-weight: 400;">Interested in lightening your marketing team’s content load? We’re ready to help.</span></i> <a href="https://www.toprankmarketing.com/solutions/content-marketing/" target="_blank" rel="noopener"><i><span style="font-weight: 400;">Learn more about TopRank’s Content Marketing services</span></i></a><i><span style="font-weight: 400;">.</span></i></p>
<p>The post <a href="https://www.toprankblog.com/2024/03/8-content-marketing-services-that-are-in-demand-for-b2b-brands/">8 Content Marketing Services That Are In Demand for B2B Brands</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-44237679470674123582024-03-11T03:48:00.001-07:002024-03-11T03:48:53.357-07:00Key Challenges in an Enterprise SEO Audit<p><span style="font-weight: 400;">Wouldn’t it be nice if every single website had a perfect, clear SEO strategy from the very start? And every single page on that website was perfectly aligned with every aspect of that strategy, from its original inception through every update?</span></p>
<p><span style="font-weight: 400;">What a dream, right? Sadly, that’s rarely the reality of running a website – especially if you’re managing a huge enterprise one. Instead, too many cooks over too long a period of time end up stirring up a kind of Frankenstein’s site. It might work, but you may not even know how many pages it has, much less how each of those pages is contributing to your SEO strategy.</span></p>
<p><span style="font-weight: 400;">Enter the SEO audit. A professional SEO audit is the best way to check on the effectiveness of your website and get it back on track for fulfilling strategic objectives. And the larger and older the website, the more valuable an SEO audit can be – which is exactly what makes enterprise SEO audits so crucial, despite their many challenges.</span></p>
<h2><span style="font-weight: 400;">What is an SEO audit?</span></h2>
<p><span style="font-weight: 400;">An SEO audit is a comprehensive review and reassessment of a website’s SEO strategy. They evaluate how a website’s pages are currently performing in</span> <a href="https://backlinko.com/hub/seo/serps" target="_blank" rel="noopener"><span style="font-weight: 400;">Search Engine Results Pages</span></a> <span style="font-weight: 400;">(SERPs) and why. In the process, SEO auditors identify any potential issues that may be preventing better performance and suggest ways to fix those issues and improve the site’s overall SEO strategy. </span></p>
<p><span style="font-weight: 400;">An SEO audit has two main goals: </span></p>
<ol>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">To develop an informed and contextual understanding of how and why the site in question is ranking in SERPs the way it is. </span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">To define the next steps of an SEO strategy that will improve those rankings.</span></li>
</ol>
<h2><span style="font-weight: 400;">How does an SEO audit work?</span></h2>
<p><span style="font-weight: 400;">Search engine algorithms like Google’s</span> <a href="https://www.google.com/search/howsearchworks/how-search-works/ranking-results/" target="_blank" rel="noopener"><span style="font-weight: 400;">consider thousands of factors</span></a> <span style="font-weight: 400;">when determining which web pages to award top results in their SERPs. They even weigh these factors differently depending on the context of the subject matter and keyword. These factors include:</span></p>
<ul>
<li><b>Technical considerations</b><span style="font-weight: 400;">, such as page load speed, mobile friendliness, site architecture, page crawlability, etc.</span></li>
<li><b>On-page considerations</b><span style="font-weight: 400;">, such as keyword placement and usage, page layout and structure (proper use of title tags, lists, etc.), use of semantically related keywords, page metadata, etc.</span></li>
<li><b>Authority considerations</b><span style="font-weight: 400;">, such as how many backlinks the page has, how well any related pages rank or how frequently they’re visited, etc.</span></li>
<li><b>Content quality considerations</b><span style="font-weight: 400;">, such as how well the content provides the information a visitor needs based on their search, the use of images and/or videos, length and readability, etc.</span></li>
<li><b>Competitive considerations</b><span style="font-weight: 400;">, which compare the SEO of the site to sites of similar subject matter and reach.</span></li>
</ul>
<p>To achieve their two main goals, SEO auditors have to analyze these considerations for <i>each</i> page of the website they’re working on.</p>
<p><span style="font-weight: 400;">Most SEO auditors take a triage approach to finding and pointing out opportunities for SEO remediation. They’ll start with the biggest, most damaging SEO problems and work their way down to the elements that aren’t making as big an immediate difference. This helps them make the biggest difference they can to rankings right away.</span></p>
<p><span style="font-weight: 400;">For example, when Google or other search engines evaluate a web page for inclusion in a SERP,</span> <a href="https://www.semrush.com/blog/what-are-crawlability-and-indexability-of-a-website/" target="_blank" rel="noopener"><span style="font-weight: 400;">they “crawl” it</span></a><span style="font-weight: 400;">, or quickly scan its structure and contents to find what they’re looking for. The faster and more easily they can do this, the more likely they are to consider the page a good fit. Therefore, a page’s “crawlability” is one of the first priorities for most SEO auditors. </span></p>
<p><a href="https://www.searchenginejournal.com/crawling-indexability-improve-presence-google-5-steps/167266/" target="_blank" rel="noopener"><span style="font-weight: 400;">Improving a page’s crawlability</span></a> <span style="font-weight: 400;">can involve using proper title tags, strengthening internal linking structure, making sure the keyword appears in the title tags and meta information, and organizing content into easily indexed sections.</span></p>
<h3><span style="font-weight: 400;">Strategic considerations</span></h3>
<p><span style="font-weight: 400;">SEO audits won’t just tell you what you’re ranking for right now and how you could rank for it better; they’ll help you figure out what you</span> <i><span style="font-weight: 400;">should</span></i> <span style="font-weight: 400;">try to rank for and how you can begin to do so. Usually, this consists of a combination of pursuing existing keywords and trying new ones, updating old pages, and writing new content.</span></p>
<h2><span style="font-weight: 400;">What makes an enterprise SEO audit different from a conventional audit?</span></h2>
<p><span style="font-weight: 400;">SEO audits of big, enterprise business websites usually work the same way as any other kind. The major difference is the scale of the project. </span></p>
<p><span style="font-weight: 400;">Enterprise businesses usually have large, complex websites. They may consist of dozens of domains with internationally localized pages, complex structures of subdomains and internal links, and thousands of pages. </span></p>
<p><span style="font-weight: 400;">This can make manually evaluating every page of a website the way auditors might for a smaller SEO audit logistically impossible. It also presents several other unique challenges that require specialist SEO professionals to tackle effectively.</span></p>
<h2><span style="font-weight: 400;">What makes an enterprise SEO audit so challenging?</span></h2>
<p><span style="font-weight: 400;">These are a few of the major reasons why enterprise SEO auditing is considered a specialization within the world of SEO – and why it’s so important for enterprise businesses.</span></p>
<h3><span style="font-weight: 400;">Sheer number of pages</span></h3>
<p><span style="font-weight: 400;">Any enterprise SEO audit has hundreds or thousands of pages to contend with. Each of these pages should have a specific and well-defined strategic purpose while simultaneously accomplishing the role they need to play within the business’s website. </span></p>
<p><span style="font-weight: 400;">An effective SEO audit of an enterprise website must find every page associated with the website, define exactly what they do and how they can best accomplish both their SEO and business objectives, and then remediate every page’s SEO to meet those goals.</span></p>
<h3><span style="font-weight: 400;">Complexity of site architecture</span></h3>
<p><span style="font-weight: 400;">Managing the thousands of individual pages associated with an enterprise website would be tough on its own, but most enterprise organizations naturally organize these pages into complex directories of subdomains and child pages. </span></p>
<p><span style="font-weight: 400;">For example, many enterprise websites list hundreds of individual product pages or even product categories. Each of those pages requires a thoughtful approach to SEO, but they also need to devote most of their space to listing and linking to other products and pages. </span></p>
<p><span style="font-weight: 400;">The first step of most enterprise SEO audits is a high-level review and analysis of a website’s architecture. SEO auditors will examine the organization from the top down, evaluating how everything connects to everything else, how easy it is to navigate to the pages any user may be looking for, and what role SEO can play in the process.</span></p>
<h3><span style="font-weight: 400;">Complexity of strategy</span></h3>
<p><span style="font-weight: 400;">The more complex the website, the more complex the SEO strategy has to be. This counts double for enterprise businesses, which usually have highly diversified interests and complex strategic goals for managing their brand’s participation along multiple vectors.</span></p>
<p><span style="font-weight: 400;">The only way any enterprise SEO audit can be effective is if the auditors develop an advanced understanding of these goals. This will ensure that auditors find the right competitors to cross-reference and the right keywords to pursue for each strategic goal.</span></p>
<h3><span style="font-weight: 400;">International SEO considerations</span></h3>
<p><a href="https://www.toprankblog.com/2023/12/global-seo-international-search-best-practices/" target="_blank" rel="noopener"><span style="font-weight: 400;">International SEO</span></a> <span style="font-weight: 400;">is a whole next level of complexity, and most enterprise businesses will need to confront it. Sites that service multiple nations need to be structured for different regions and languages, meaning new subdomains or subdirectories, new hreflang tags, and, in all likelihood, a whole lot of new localized content. </span></p>
<p><span style="font-weight: 400;">Speaking of localization, individual keywords themselves change significantly between different nations and even regions within a nation. Truly effective SEO strategies will have to account for these local idiosyncrasies by using the language and keywords the local populace will be most likely to search. “Wicked smart sneakers” will probably only show up on your Boston pages, but it could be a highly relevant keyword within that region.</span></p>
<h3><span style="font-weight: 400;">High risk of content cannibalization</span></h3>
<p><a href="https://www.toprankblog.com/2017/04/keyword-cannibalization/" target="_blank" rel="noopener"><span style="font-weight: 400;">Content cannibalization</span></a> <span style="font-weight: 400;">is simply a redundancy of content. Without realizing it, enterprises may have multiple pages that accomplish essentially the same purpose. Maybe they list the same product twice, for example, or they wrote a blog about something they’d already addressed years ago.</span></p>
<p><span style="font-weight: 400;">For SEO considerations, content redundancy becomes a big problem when multiple site pages start competing for the same keywords. The enterprise winds up competing with itself for SERP results, and in the process, undermines the effectiveness of both pages and the whole SEO strategy.</span></p>
<h2><span style="font-weight: 400;">Are enterprise SEO audits worth all the work?</span></h2>
<p><b>Absolutely</b><span style="font-weight: 400;">. The bigger the website, the greater its SEO opportunities. Once again, this counts double for enterprises, who are usually quite recognizable and authoritative in their spaces and have a</span> <i><span style="font-weight: 400;">lot</span></i> <span style="font-weight: 400;">of business to gain (or lose) on the strength of their SEO. </span></p>
<p><span style="font-weight: 400;">An SEO audit isn’t just something big enterprises need to occasionally invest in for website maintenance; it’s a huge opportunity to optimize a business’s potential. An SEO audit by the right expert professionals makes every page of an enterprise site into a strategic asset, primed to win the right SERPs, attract the right audience, and direct them exactly where they need to go. </span></p>
<p><span style="font-weight: 400;">If you’re interested in optimizing your site with an enterprise SEO audit, our experts are excited to help.</span> <a href="https://www.toprankmarketing.com/contact/" target="_blank" rel="noopener"><span style="font-weight: 400;">Get in touch with TopRank Marketing</span></a> <span style="font-weight: 400;">to get started today.</span></p>
<p>The post <a href="https://www.toprankblog.com/2024/03/key-challenges-in-an-enterprise-seo-audit/">Key Challenges in an Enterprise SEO Audit</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-49986252941041803912024-03-06T04:48:00.001-08:002024-03-06T04:48:46.418-08:00The New Best Practices for B2B Social Media Marketing<p><span style="font-weight: 400;">Social media is entering its 20s.</span></p>
<p><span style="font-weight: 400;">No, really. LinkedIn was founded in 2003, Facebook in 2004. There are people in the workforce today who can’t remember life before social networking sites existed.</span></p>
<p><span style="font-weight: 400;">And like most 20-year-olds, social media is having a quarter life crisis: a questioning of purpose, a lack of cohesive identity, and uncertainty about the future.</span></p>
<p><span style="font-weight: 400;">All of which makes marketing on social media more challenging than ever. We’re not just contending with new channels, algorithm updates and pay-for-play (although all of those are at work, too). We’re contending with social sites defining and redefining themselves. And at the same time, people are re-evaluating how they use these sites, too. </span></p>
<p><span style="font-weight: 400;">Amid all of these shifts, one thing remains certain:</span> <a href="https://www.toprankblog.com/2024/01/the-growing-importance-of-social-media-in-b2b-marketing/" target="_blank" rel="noopener"><span style="font-weight: 400;">B2B brands need to be showing up for potential customers on social media</span></a><span style="font-weight: 400;">.</span></p>
<p><span style="font-weight: 400;">Here are the latest B2B social media marketing best practices to help you reach your audience. </span></p>
<h2><strong>B2B social media marketing best practices for 2024</strong></h2>
<p><span style="font-weight: 400;">These are helpful general guidelines for success on any social media channel. </span></p>
<h3><span style="font-weight: 400;">1. Show up on the right channels in the right context</span></h3>
<p><span style="font-weight: 400;">It’s important to put your time and resources towards the channels where your audience is already spending time. For B2B, LinkedIn is a given. Your mileage may vary for the other channels, however. We have seen financial services and technology clients have great success on Facebook, for example — counterintuitive as it may seem. </span></p>
<p><span style="font-weight: 400;">It’s really a case of knowing your audience demographics and how they overlap with the channel. Pew Research’s</span> <a href="https://www.pewresearch.org/internet/fact-sheet/social-media/#find-out-more" target="_blank" rel="noopener"><span style="font-weight: 400;">Social Media Fact Sheet</span></a> <span style="font-weight: 400;">is a great place to start.</span></p>
<p><span style="font-weight: 400;">Context is also key: While LinkedIn’s algorithm promotes multi-slide document posts, a wall of text will send Instagram screaming for the hills. Behind-the-scenes videos of office life or “day in the life” content could take off on TikTok, but might seem less relevant on LinkedIn.</span></p>
<p><i><span style="font-weight: 400;">Channel + context + great content is a good foundation for a successful social media strategy.</span></i></p>
<h3><span style="font-weight: 400;">2. Tailor content to different audiences</span></h3>
<p><span style="font-weight: 400;">B2B buying committees are made up of people at differing levels of seniority, in a wide variety of roles, each with their own pain points and questions. There’s no such thing as a single audience for your B2B social posts — one-size-fits-all messaging won’t fit anyone.</span></p>
<p><span style="font-weight: 400;">It’s important to understand your audiences, develop personas, and</span> <a href="https://www.toprankblog.com/2023/08/content-revolution-why-personalization/?_gl=1*9tezn4*_ga*MjExNTgyNzcwMy4xNjc5OTI4NjAx*_ga_73SS0DBDXC*MTcwNzQxMTkzNC41MS4xLjE3MDc0MTE5NDMuMC4wLjA." target="_blank" rel="noopener"><span style="font-weight: 400;">target content to each one</span></a><span style="font-weight: 400;">.</span></p>
<p><span style="font-weight: 400;">Luckily, creating content for five different personas doesn’t mean 5x the workload. Imagine you have a PDF report that you’d like to share on LinkedIn: “The Comprehensive Guide to Our Industry.” Take that content, add 15-20% more new content targeted at a persona, and repost as “The IT Leader’s Comprehensive Guide to Our Industry,” and so on.</span></p>
<h3><span style="font-weight: 400;">3. Balance and coordinate paid and organic strategies </span></h3>
<p><span style="font-weight: 400;">We’re long past the days when social media channels were good for purely organic reach. It takes a solid paid strategy to build a follower base. It even takes a strong paid strategy to get your content to your</span> <i><span style="font-weight: 400;">existing</span></i> <span style="font-weight: 400;">base.</span></p>
<p><span style="font-weight: 400;">Here are a few ways to integrate your paid and organic strategies:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Focus paid budget on your lead-gen content.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Augment your paid budget with organic posts that feature snippets of the lead-gen content.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Post your most intriguing, engagement-worthy content organically.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Amplify the posts that get the most engagement; they’re clearly resonating with your audience.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Coordinate messaging between paid and organic for a consistent brand experience.</span></li>
</ul>
<h3><span style="font-weight: 400;">4. Go all in on multimedia</span></h3>
<p><span style="font-weight: 400;"><a href="https://www.toprankblog.com/2024/02/linkedin-algorithm-changes-social-media-marketing/" target="_blank" rel="noopener">Social media algorithms</a> are showing a marked preference for visual and video content. A</span> <a href="https://www.linkedin.com/pulse/algorithm-juice-sneak-peeks-just-connecting-b-v-social-media-t-ybxyc/?trk=organization_guest_main-feed-card_feed-article-content" target="_blank" rel="noopener"><span style="font-weight: 400;">recent report</span></a> <span style="font-weight: 400;">found that each image added to a LinkedIn post increases potential reach by 5%, for up to five images. Video on LinkedIn earns</span> <a href="https://blog.hootsuite.com/linkedin-video/" target="_blank" rel="noopener"><span style="font-weight: 400;">3x the engagement</span></a> <span style="font-weight: 400;">of text posts. Even text-forward sites like X and Threads are getting in on the multimedia game.</span></p>
<p><span style="font-weight: 400;">Save the plain text posts for when you have a meaningful conversation-starter meant to drive engagement</span> <i><span style="font-weight: 400;">on the platform</span></i><span style="font-weight: 400;">. Then make sure your brand keeps up its end of the conversation — respond to posts quickly and with enough material to keep the chat going.</span></p>
<h3><span style="font-weight: 400;">5. Integrate influencers</span></h3>
<p><span style="font-weight: 400;">This may shock some of you, but TopRank Marketing is pretty sold on</span> <a href="https://www.toprankmarketing.com/solutions/influencer-marketing/" target="_blank" rel="noopener"><span style="font-weight: 400;">B2B influencer marketing</span></a><span style="font-weight: 400;">. Influencers and social media are a match made in heaven for brands. It’s an easy way to get your content in front of a relevant new audience.</span></p>
<p><span style="font-weight: 400;">Here are just a few</span> <a href="https://www.toprankblog.com/2024/02/try-these-top-b2b-influencer-marketing-tactics/" target="_blank" rel="noopener"><span style="font-weight: 400;">ways you can add influencers</span></a> <span style="font-weight: 400;">to your social media strategy:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Co-create content with influencers, post excerpts as images with quotes.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Give influencers social media kits (image files, suggested text, hashtags, etc) to help promote co-created content.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Enlist influencers for</span> <a href="https://www.toprankblog.com/2021/08/social-first-b2b-content-marketing/" target="_blank" rel="noopener"><span style="font-weight: 400;">social-first content</span></a> <span style="font-weight: 400;">on your brand account.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Sponsor a day-long account takeover for a high-profile influencer.</span></li>
</ul>
<p><span style="font-weight: 400;">And remember, B2B influencers are those who can truly engage and persuade your audience, not just those with the biggest follower count. Look for people whose content gets engagement, resharing, and discussion.</span></p>
<p><span style="font-weight: 400;">Another often-overlooked source of influence: your employees. They have networks of their own, which they reach with authentic and personal voices. </span></p>
<h3><span style="font-weight: 400;">6. Explore new channels</span></h3>
<p><span style="font-weight: 400;">New social media sites come and go — RIP Clubhouse and Blab — but it’s worth checking out some of the latest crop.</span> <a href="https://bsky.app/" target="_blank" rel="noopener"><span style="font-weight: 400;">BlueSky</span></a> <span style="font-weight: 400;">just opened their platform to the public.</span> <a href="https://joinmastodon.org/" target="_blank" rel="noopener"><span style="font-weight: 400;">Mastodon</span></a> <span style="font-weight: 400;">and</span> <a href="https://discord.com/" target="_blank" rel="noopener"><span style="font-weight: 400;">Discord</span></a> <span style="font-weight: 400;">are decentralized sites with private-run servers dedicated to different fandoms and topics.</span> <a href="https://www.reddit.com/" target="_blank" rel="noopener"><span style="font-weight: 400;">Reddit</span></a> <span style="font-weight: 400;">has been around for a while but is now actively courting brands.</span></p>
<p><span style="font-weight: 400;">For all of these channels, and whatever comes up next, keep these principles in mind: The right content, context and audience, promoted with paid and organic, featuring truly influential thought leaders.</span></p>
<p><span style="font-weight: 400;">Need help creating a social media strategy?</span> <a href="https://www.toprankmarketing.com/contact/"><span style="font-weight: 400;">Contact us today</span></a><span style="font-weight: 400;">.</span></p>
<p>The post <a href="https://www.toprankblog.com/2024/03/the-new-best-practices-for-b2b-social-media-marketing/">The New Best Practices for B2B Social Media Marketing</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-51839212123034312772024-03-04T04:48:00.001-08:002024-03-04T04:48:45.202-08:00Evaluating the Most Common SEO Website Analysis Tools<p><span style="font-weight: 400;">How good is the search engine optimization on every single page of your website? </span></p>
<p><span style="font-weight: 400;">And how sure are you about your answer?</span></p>
<p><span style="font-weight: 400;">Most B2B brand sites have hundreds of pages. If yours includes a blog, that number could easily be in the thousands. </span></p>
<p><span style="font-weight: 400;">You could analyze each of these pages manually, one by one. You could also use an eyedropper to drain a swimming pool. Neither are particularly good uses of your time.</span></p>
<p><span style="font-weight: 400;">SEO website analysis tools use superhuman speed to identify opportunities for optimization. They make the process quicker and easier, while also digging deeper into the data than a human analyst might. (Combined with the expertise of a human analyst, you can</span> <i><span style="font-weight: 400;">really</span></i> <span style="font-weight: 400;">cook up some great insights.)</span></p>
<p><span style="font-weight: 400;">Here are our agency’s favorite free, free + premium, and paid tools.</span></p>
<h2><strong>14 common SEO website analysis tools</strong></h2>
<p><span style="font-weight: 400;">There are dozens of tools that digital marketers can use for SEO. For this list, we’ll look at the ones you are most likely to get immediate utility out of. First, the tools that are free to use:</span></p>
<h3><span style="font-weight: 400;">Free SEO website analysis tools</span></h3>
<p><a href="https://marketingplatform.google.com/about/analytics/" target="_blank" rel="noopener"><b>Google Analytics</b></a></p>
<p><span style="font-weight: 400;">Yes, Google Analytics has a paid tier, which by rights should put it in the next category. But it’s worth listing first because:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">It’s owned and operated by the world’s largest search engine</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">It has enough utility in the free version to warrant its inclusion</span></li>
</ul>
<p><span style="font-weight: 400;">Google Analytics makes it easy to analyze which pages are receiving the most organic traffic, how long people are spending on each page, bounce rates and more. All together, these metrics can identify your top performers and which pages need immediate attention.</span></p>
<p><a href="https://search.google.com/search-console/welcome" target="_blank" rel="noopener"><b>Google Search Console</b></a></p>
<p><span style="font-weight: 400;">The first steps of a good SEO audit include checking that your site is properly indexed and checking for algorithm-stopping errors. Google Search Console can help with these tasks, as well as show which keywords your content is currently ranking for.</span></p>
<p><a href="https://pagespeed.web.dev/" target="_blank" rel="noopener"><b>Google PageSpeed Insights</b></a></p>
<p><span style="font-weight: 400;">This simple tool offers quick and detailed analysis of what your actual site users experience.</span></p>
<p><span style="font-weight: 400;">Use it to discover how fast your page loads on both mobile and desktop, how accessible your site is, and an at-a-glance assessment of its SEO quality. It also includes diagnostics that offer actionable steps you can take to improve your scores.</span></p>
<p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-36311" src="https://www.toprankblog.com/wp-content/uploads/Google-PageSpeed-Insights.png" alt="" width="474" height="120" srcset="https://www.toprankblog.com/wp-content/uploads/Google-PageSpeed-Insights.png 474w, https://www.toprankblog.com/wp-content/uploads/Google-PageSpeed-Insights-300x76.png 300w" sizes="(max-width: 474px) 100vw, 474px" /></p>
<p><a href="https://www.bing.com/webmasters/about" target="_blank" rel="noopener"><b>Bing Webmaster Tools</b></a></p>
<p><span style="font-weight: 400;">Microsoft’s Bing runs a distant second to Google for search volume—it owns about 3%, compared to Google’s 83%. However, millions of searches run through Bing, including searches initiated in the Windows search bar, Microsoft Office, Skype, Teams, and beyond. </span></p>
<p><span style="font-weight: 400;">Use Bing’s suite of tools to examine backlinks, perform keyword research, and audit your entire site for common SEO issues.</span></p>
<p><a href="https://www.seoquake.com/" target="_blank" rel="noopener"><b>SEOquake</b></a></p>
<p><span style="font-weight: 400;">This browser-based free tool packs a serious punch. It features an SEO dashboard that gives a quick overview of any given page, including ranking in Google, Bing, and even voice search tools like Alexa. </span></p>
<p><a href="https://www.siteliner.com/" target="_blank" rel="noopener"><b>Siteliner</b></a></p>
<p><span style="font-weight: 400;">This browser-based tool offers a wealth of functionality for free. You can enter any domain URL in its search box and get an in-depth scan of up to 250 pages. The results include quick-look graphics, detailed lists, and even downloadable reports. Create a free account and login for up to 30,000 pages of analysis and the ability to view previous results.</span></p>
<p><img decoding="async" class="aligncenter size-full wp-image-36312" src="https://www.toprankblog.com/wp-content/uploads/Siteliner.png" alt="" width="388" height="226" srcset="https://www.toprankblog.com/wp-content/uploads/Siteliner.png 388w, https://www.toprankblog.com/wp-content/uploads/Siteliner-300x175.png 300w" sizes="(max-width: 388px) 100vw, 388px" /></p>
<h3><span style="font-weight: 400;">SEO tools with free & premium tiers</span></h3>
<p><a href="https://seolyzer.io/" target="_blank" rel="noopener"><b>Seolyzer</b></a></p>
<p><span style="font-weight: 400;">The big selling point of this tool is that it integrates its own crawler and analysis with Google Search Console to deliver what it calls “SEO Data Fusion.” The free tier offers analysis of a single site with up to 5,000 URLs, with more features unlocked across four additional tiers.</span></p>
<p><a href="https://www.link-assistant.com/" target="_blank" rel="noopener"><b>SEO PowerSuite</b></a></p>
<p><span style="font-weight: 400;">This tool offers a generous amount of functionality in its free tier. You can crawl and audit 500 URLs in a single site, track keywords, and audit backlinks. Paid tiers bring in more functionality, like the ability to schedule tasks and reports and export your data.</span></p>
<p><a href="https://www.screamingfrog.co.uk/seo-spider/" target="_blank" rel="noopener"><b>Screaming Frog SEO Spider</b></a></p>
<p><span style="font-weight: 400;">In addition to having the most whimsical name in SEO, Screaming Frog’s SEO crawler is a lean but powerful tool for finding SEO issues on your site. The free tier offers up to 500 URLs, while the premium tool can crawl unlimited URLs, in addition to other features.</span></p>
<p><a href="https://mangools.com/kwfinder/" target="_blank" rel="noopener"><b>KWFinder</b></a></p>
<p><span style="font-weight: 400;">Part of the Mangools suite of tools, KWFinder offers quick and thorough analysis of keywords around a given topic. You’ll need a free account to take advantage of the tool, and a paid account for access to the entire suite.</span></p>
<p><img decoding="async" class="aligncenter size-full wp-image-36313" src="https://www.toprankblog.com/wp-content/uploads/KWFinder.png" alt="" width="571" height="301" srcset="https://www.toprankblog.com/wp-content/uploads/KWFinder.png 571w, https://www.toprankblog.com/wp-content/uploads/KWFinder-300x158.png 300w" sizes="(max-width: 571px) 100vw, 571px" /></p>
<h3><span style="font-weight: 400;">Paid SEO tools</span></h3>
<p><a href="https://www.woorank.com/en" target="_blank" rel="noopener"><b>WooRank</b></a></p>
<p><span style="font-weight: 400;">The SEO tools that WooRank offers are part of a larger platform it calls a “total marketing solution.” It offers keyword tracking, SEO analysis, and customized reporting.</span></p>
<p><a href="https://ahrefs.com/" target="_blank" rel="noopener"><b>Ahrefs</b></a></p>
<p><span style="font-weight: 400;">The Ahrefs suite of tools has a long history of excellence and boasts clients including Adobe, IBM and LinkedIn. It offers automated site auditing, optimization, rank tracking, and keyword generation. Ahrefs even runs its own SEO bot, the most active web crawler of its kind. </span></p>
<p><a href="https://moz.com/products/pro" target="_blank" rel="noopener"><b>Moz Pro</b></a></p>
<p><span style="font-weight: 400;">While you can use some of Moz’s individual tools for free, the real value lies in using the whole suite you get with Moz Pro. Keyword research, rank tracking, site audits and link research are all included.</span></p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-36314" src="https://www.toprankblog.com/wp-content/uploads/Moz-Pro.png" alt="" width="397" height="286" srcset="https://www.toprankblog.com/wp-content/uploads/Moz-Pro.png 397w, https://www.toprankblog.com/wp-content/uploads/Moz-Pro-300x216.png 300w" sizes="(max-width: 397px) 100vw, 397px" /></p>
<p><a href="https://www.semrush.com/" target="_blank" rel="noopener"><b>SEMrush</b></a></p>
<p><span style="font-weight: 400;">Semrush is another marketing platform with tools for SEO, content marketing, marketing research, PPC and social media. Their SEO workflow makes it easy to track your SERP rankings, monitor backlinks, run technical SEO audits, and more.</span></p>
<h3><span style="font-weight: 400;">Start your journey to better SEO </span></h3>
<p><span style="font-weight: 400;">All of these tools can help you better optimize your website, identify common problems, and implement fixes. But each tool has its own learning curve, training regimen, and costs associated. If you don’t already have an SEO expert on your team, it’s</span> <a href="https://www.toprankmarketing.com/solutions/search-engine-optimization-seo/" target="_blank" rel="noopener"><span style="font-weight: 400;">worth bringing in outside help</span></a><span style="font-weight: 400;">.</span></p>
<p><span style="font-weight: 400;">TopRank Marketing has over two decades of experience with SEO, and we’re up to date on the latest tools and trends, too. Need help getting started?</span> <a href="https://www.toprankmarketing.com/solutions/search-engine-optimization-seo/"><span style="font-weight: 400;">Request a free SEO report card today</span></a><span style="font-weight: 400;">.</span></p>
<p> </p>
<p>The post <a href="https://www.toprankblog.com/2024/02/evaluating-the-most-common-seo-website-analysis-tools/">Evaluating the Most Common SEO Website Analysis Tools</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-73451928150819959462024-02-28T08:48:00.001-08:002024-02-28T08:48:43.322-08:00How to Choose the Right Tech Marketing Agency<p><span style="font-weight: 400;">It’s a tough time for the tech industry. Big Tech continues to</span> <a href="https://www.nytimes.com/2024/02/05/technology/why-is-big-tech-still-cutting-jobs.html" target="_blank" rel="noopener"><span style="font-weight: 400;">experience painful job cuts and layoffs</span></a><span style="font-weight: 400;">, while players throughout the space are struggling against tight budgets, stagnant growth and thickening competition.</span></p>
<p><span style="font-weight: 400;">In this environment, marketers are under pressure to drive impact and bolster the pipeline. LinkedIn’s</span> <a href="https://business.linkedin.com/marketing-solutions/b2b-benchmark" target="_blank" rel="noopener"><span style="font-weight: 400;">B2B Marketing Benchmark Report</span></a> <span style="font-weight: 400;">found that tech, compared to all other industries studied, is allocating a lopsided share of budget toward generating new business versus retaining existing customers. </span></p>
<p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-36304" src="https://www.toprankblog.com/wp-content/uploads/B2B-Marketing-Budget-Allocations.png" alt="" width="574" height="447" srcset="https://www.toprankblog.com/wp-content/uploads/B2B-Marketing-Budget-Allocations.png 574w, https://www.toprankblog.com/wp-content/uploads/B2B-Marketing-Budget-Allocations-300x234.png 300w" sizes="(max-width: 574px) 100vw, 574px" /></p>
<p style="text-align: center;"><span style="font-weight: 400;">(</span><a href="https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-state-of-b2b-marketing/pdf/the-b2b-benchmark-report-2023-final.pdf" target="_blank" rel="noopener"><span style="font-weight: 400;">Source</span></a><span style="font-weight: 400;">)</span></p>
<p><span style="font-weight: 400;">At the same time, B2B leaders at technology companies are less bullish about their budgets and outlooks than their counterparts. They are more likely to say their budgets have decreased or will decrease. In turn, LinkedIn’s research</span> <a href="https://www.linkedin.com/business/marketing/blog/research-and-insights/b2b-marketing-benchmark-tech-spotlight-2023" target="_blank" rel="noopener"><span style="font-weight: 400;">found that</span></a> <span style="font-weight: 400;">18% of these leaders felt “uncertain or pessimistic about the likelihood of their marketing team’s efforts to drive revenue next year, higher than all other industries.”</span></p>
<p><span style="font-weight: 400;">Partnering with the right B2B tech marketing agency can be a critical move to overcome the challenges at hand, and get the most out of your budget. But this too is a significant investment and the stakes are higher than ever. We’re here to help you make the right decision.</span></p>
<h2><strong>5 qualities to seek out in a B2B tech marketing agency</strong></h2>
<p><span style="font-weight: 400;">TopRank Marketing is a full-service agency that counts many B2B tech companies among our wide range of current and past clients. Naturally, we’re honored to be considered by any marketing leader looking to elevate their strategy. But through our experience, we also know what goes into creating an effective brand-agency partnership. Above all, we want you to find the right fit.</span></p>
<p><span style="font-weight: 400;">Prioritize these attributes and qualities as you search for the right B2B tech marketing agency to suit your needs.</span></p>
<h3><span style="font-weight: 400;">#1: Specialization in tech marketing and understanding of the industry landscape.</span></h3>
<p><span style="font-weight: 400;">If you’re in B2B tech, you know that this sector is unique from others in a lot of ways. Solutions are often complex and developed for a specific niche. The tech boom has led to stifling competition and there’s frequently a great deal of parity (at least on the surface) between different offerings. Meanwhile, the tech buying process tends to be laborious, involving a high number of stakeholders and lengthy cycles. </span></p>
<p><span style="font-weight: 400;">When evaluating B2B tech marketing agencies, you’ll want to ensure you go with a firm that has experience in this specialized arena. A seasoned agency partner can help your company and its solutions stand out at a time where differentiation is absolutely vital.</span> <a href="https://www.gartner.com/en/digital-markets/insights/how-the-b2b-purchase-journey-is-evolving" target="_blank" rel="noopener"><span style="font-weight: 400;">Research from Gartner</span></a> <span style="font-weight: 400;">found, for example, that more than 70% of buyers consider at least four software providers before making a final purchase decision.</span></p>
<p><img decoding="async" class="aligncenter size-full wp-image-36305" src="https://www.toprankblog.com/wp-content/uploads/Number-of-Providers-Considered.png" alt="" width="499" height="499" srcset="https://www.toprankblog.com/wp-content/uploads/Number-of-Providers-Considered.png 499w, https://www.toprankblog.com/wp-content/uploads/Number-of-Providers-Considered-300x300.png 300w, https://www.toprankblog.com/wp-content/uploads/Number-of-Providers-Considered-150x150.png 150w" sizes="(max-width: 499px) 100vw, 499px" /></p>
<p style="text-align: center;"><span style="font-weight: 400;">(</span><a href="https://www.gartner.com/en/digital-markets/insights/how-the-b2b-purchase-journey-is-evolving" target="_blank" rel="noopener"><span style="font-weight: 400;">Source</span></a><span style="font-weight: 400;">)</span></p>
<h3><span style="font-weight: 400;">#2: Track record and case studies showcasing successful tech marketing campaigns.</span></h3>
<p><span style="font-weight: 400;">Not only should your agency partner have experience in the B2B tech space, they should also have results they can share.</span> <a href="https://www.toprankmarketing.com/our-work/" target="_blank" rel="noopener"><span style="font-weight: 400;">Explore case studies</span></a> <span style="font-weight: 400;">and work examples from past campaigns to verify that the agency has been able to follow through and deliver for tech clients. </span></p>
<h3><span style="font-weight: 400;">#3: Demonstrates an ability to stay on top of trends and changes.</span></h3>
<p><span style="font-weight: 400;">It’s no secret: tech is a fast-changing industry. Brand marketers are often busy keeping pace with their own organizational needs. It can be a struggle to closely follow all of the external forces and factors impacting your business category and audiences. </span></p>
<p><span style="font-weight: 400;">Agency marketers make a point of staying plugged into these broader trends while incorporating them into their strategic guidance. This outside expert perspective is a key part of the value agencies can offer. Make sure you’re selecting a studious partner who walks the walk by producing timely thought leadership and demonstrating a clear understanding of what’s happening</span> <i><span style="font-weight: 400;">now</span></i> <span style="font-weight: 400;">in your industry.</span></p>
<p><span style="font-weight: 400;">Again, it comes down to differentiation. Knowing what’s been happening and what’s next in your niche helps agencies partner with you to create something fresh and impactful.</span> <a href="https://www.marketingprofs.com/charts/2023/50311/what-makes-b2b-tech-buyers-distrust-brands" target="_blank" rel="noopener"><span style="font-weight: 400;">Research has found</span></a> <span style="font-weight: 400;">that “content with outdated or oft-repeated information” is the biggest issue negatively affecting buyers’ trust in B2B tech brands.</span></p>
<h3><span style="font-weight: 400;">#4: Brings creativity to the table.</span></h3>
<p><span style="font-weight: 400;">While being able to speak accurately to the details and benefits of your solution is vital, the ability to bring creative and innovative ideas to your marketing strategy is a core agency value prop. Tech buyers are humans just like everyone else and they respond to emotionally resonant content. </span></p>
<p><span style="font-weight: 400;">“In a recent LinkedIn study of B2B marketing leaders,”</span> <a href="https://www.thedrum.com/news/2023/11/14/how-b2b-reaching-new-heights-creativity" target="_blank" rel="noopener"><span style="font-weight: 400;">according to The Drum</span></a><span style="font-weight: 400;">, “more than two-thirds (69%) agree that B2B purchasing decisions are just as emotionally driven as B2C, and 39% said they are increasingly harnessing storytelling, emotion and humor to help make their creative campaigns stick. More than three-quarters (81%) go as far as saying that B2B brands are now producing creative campaigns that rival consumer brands.”</span></p>
<p><span style="font-weight: 400;">This is an area where specialized agency teams can lend a major assist, giving you access to experienced and exceptional creative talent. These writers, designers and strategists take the lead in developing colorful campaigns that pop and capture attention while also communicating the advantages of your solution to a B2B audience. </span></p>
<p><span style="font-weight: 400;">One example of a creative tech campaign from TopRank’s portfolio is the</span> <a href="https://www.toprankmarketing.com/case-study/smartsheet-drove-results-with-creative-content-and-influencers/" target="_blank" rel="noopener"><span style="font-weight: 400;">“Fruitful Work” campaign</span></a> <span style="font-weight: 400;">we partnered on with SaaS provider Smartsheet. Incorporating influencers and a fun metaphorical theme, the campaign drove more than 23,000 video views while beating page view benchmarks by almost 350 percent.</span></p>
<h3><span style="font-weight: 400;">#5: Connects marketing activities to business impact and revenue.</span></h3>
<p><span style="font-weight: 400;">This is clearly one of the most urgent areas for tech marketing leaders to welcome expert support. LinkedIn’s research into the tech sector found that B2B CMOs at tech companies were more likely than others to say they are expected to demonstrate marketing impact on the bottom line, and under pressure to prove ROI in less time. Notably, nearly three out of four said they are unable to prove the impact of brand campaigns.</span></p>
<p><img decoding="async" class="aligncenter size-full wp-image-36307" src="https://www.toprankblog.com/wp-content/uploads/B2B-CMOs-.png" alt="" width="627" height="355" srcset="https://www.toprankblog.com/wp-content/uploads/B2B-CMOs-.png 627w, https://www.toprankblog.com/wp-content/uploads/B2B-CMOs--300x170.png 300w" sizes="(max-width: 627px) 100vw, 627px" /></p>
<p style="text-align: center;"><span style="font-weight: 400;">(</span><a href="https://www.linkedin.com/business/marketing/blog/research-and-insights/b2b-marketing-benchmark-tech-spotlight-2023" target="_blank" rel="noopener"><span style="font-weight: 400;">Source</span></a><span style="font-weight: 400;">)</span></p>
<p><span style="font-weight: 400;">Choose a B2B tech marketing agency that boasts proven analytics chops and makes data a central part of its culture. Advanced reporting that goes beyond superficial metrics can help you understand and improve business impact, bringing the clarity your C-suite craves.</span></p>
<h2><strong>Elevate tech marketing with an expert partner</strong></h2>
<p><span style="font-weight: 400;">These are challenging times for the tech industry, and for marketing leaders, opting to go it alone can be a costly mistake. Conduct an honest and thorough assessment of your needs, and explore partners with the capabilities and track record to deliver on them. </span></p>
<p><span style="font-weight: 400;">Ready to work with an agency that checks all the boxes?</span> <a href="https://www.toprankmarketing.com/contact/"><span style="font-weight: 400;">Contact us today</span></a><span style="font-weight: 400;">. </span></p>
<p>The post <a href="https://www.toprankblog.com/2024/02/how-to-choose-the-right-tech-marketing-agency/">How to Choose the Right Tech Marketing Agency</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-57738591833867458252024-02-26T11:49:00.001-08:002024-02-26T11:49:16.144-08:00SEO Website Design: Building a Search-friendly Brand Hub<p><span style="font-weight: 400;">Your brand’s website design might tick all the visually appealing boxes, but is it stunning to search engines?</span><span style="font-weight: 400;"><br /></span></p>
<p><span style="font-weight: 400;">Effective SEO website design focuses on creating a user-friendly experience, encompassing aspects like mobile responsiveness, content visibility, and intuitive navigation.</span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;">These factors directly impact your site’s SEO performance. Search engines</span> <a href="https://www.toprankblog.com/2024/01/google-algorithm-update/" target="_blank" rel="noopener"><span style="font-weight: 400;">favor websites that deliver a positive user experience</span></a><span style="font-weight: 400;">, as it indicates relevancy and value to the user’s search intent. On the flip side, a poor user experience can lead to lower search rankings.</span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;">Simply put, a website that balances exceptional design with robust SEO strategies is more likely to attract and engage your B2B audience. Let’s dive into actionable steps you can take to improve your SEO design and elevate your brand’s rankings.</span></p>
<h2><span style="font-weight: 400;">SEO website design and user engagement</span></h2>
<p><span style="font-weight: 400;">When you integrate SEO principles into your website design, you’re setting the foundation for better visibility and user engagement. User engagement is a</span> <a href="https://support.google.com/analytics/answer/11109416?hl=en" target="_blank" rel="noopener"><span style="font-weight: 400;">key metric</span></a> <span style="font-weight: 400;">in evaluating the success of your website, directly influencing SEO and overall business outcomes</span><span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;">Engaged users are likely to spend more time on your site, explore multiple pages, and eventually convert into leads or customers.</span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;">Search engines recognize and reward websites that offer a high level of user engagement with better rankings, as it indicates the site is providing valuable, relevant content to visitors.</span></p>
<p><span style="font-weight: 400;">Integrating SEO principles into your website design</span><span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;">Ready to dive into SEO website design? Let’s look at some of the top tactics and best practices.</span></p>
<h3><span style="font-weight: 400;">Prioritize mobile responsiveness</span></h3>
<p><span style="font-weight: 400;">With the majority of online searches now conducted on mobile devices, your website must be mobile-friendly. Google uses</span> <a href="https://developers.google.com/search/docs/crawling-indexing/mobile/mobile-sites-mobile-first-indexing" target="_blank" rel="noopener"><span style="font-weight: 400;">mobile-first indexing</span></a><span style="font-weight: 400;">, which means it predominantly uses the mobile version of the content for indexing and ranking. A non-responsive website can lead to a poor user experience, increasing bounce rates and negatively impacting your search engine rankings.</span></p>
<p><span style="font-weight: 400;">To optimize your website design for mobile devices, consider the following best practices:</span></p>
<p><b>Responsive design</b><span style="font-weight: 400;">: Implement a responsive website design that automatically adjusts to fit the screen size of any device. This approach eliminates the need for a separate mobile site and ensures consistency in content and user experience across all devices.</span></p>
<p><b>Simplified navigation</b><span style="font-weight: 400;">: Streamline your website’s navigation for mobile users. A simplified, touch-friendly navigation menu enhances usability on smaller screens. </span></p>
<p><b>Optimized images and media</b><span style="font-weight: 400;">: Ensure that images and media files are optimized for fast loading on mobile devices. Use compression tools to reduce file sizes without sacrificing quality. Also, consider using responsive images that adapt in size based on the device.</span></p>
<h3><span style="font-weight: 400;">Streamline your site for speed</span></h3>
<p><span style="font-weight: 400;">The speed at which your website loads is a critical factor in both SEO and user experience. Users have become accustomed to and expect quick access to information and services. Websites that load slowly are not only frustrating for users but are also penalized in search engine rankings. Google and other search engines prioritize fast-loading websites in their search results, as they aim to provide the best user experience.</span></p>
<p><span style="font-weight: 400;">To improve your website’s site speed, consider these actionable steps:</span></p>
<p><b>Enable browser caching</b><span style="font-weight: 400;">: Browser caching stores parts of your site on a visitor’s browser, reducing load times for repeat visitors. This is especially effective for websites with lots of static content.</span></p>
<p><b>Choose the right hosting solution</b><span style="font-weight: 400;">: Ensure your hosting plan can handle your site’s traffic and content. Sometimes, upgrading to a better hosting plan can significantly improve your site speed.</span></p>
<p><b>Monitor site speed regularly</b><span style="font-weight: 400;">: Use tools like Google’s PageSpeed Insights to regularly check your site’s speed and identify areas for improvement.</span></p>
<h3><span style="font-weight: 400;">Effective website layout, architecture, and navigation</span></h3>
<p><span style="font-weight: 400;">A well-organized website helps users and search engines easily find information. Use a logical structure with a clear hierarchy and text links. Each page should be reachable from at least one static text link. A well-structured website supports effective indexing by search engines, improving your site’s visibility.</span></p>
<p><span style="font-weight: 400;">To ensure intuitive and SEO-friendly website navigation, consider these best practices:</span></p>
<p><b>Logical structure</b><span style="font-weight: 400;">: Organize your website with a clear hierarchy and simple navigation paths. This structure helps users and search engines understand the relationship between different pages on your site. Each main category should be distinct and relevant, with subcategories that logically flow from the main ones.</span></p>
<p><b>Consistent navigation</b><span style="font-weight: 400;">: Maintain consistent navigation across your website. This includes a static, easily accessible menu that provides quick links to the main sections of your site. Consistency in navigation design makes it easier for users to understand how to move around your site.</span></p>
<p><b>Descriptive URLs and navigation labels</b><span style="font-weight: 400;">: Use clear, descriptive URLs and navigation labels. Descriptive URLs give users and search engines an immediate understanding of what the page is about. Similarly, navigation labels should be straightforward and indicative of the content they link to.</span></p>
<h3><span style="font-weight: 400;">Image placement and optimization</span></h3>
<p><span style="font-weight: 400;">The strategic placement and optimization of images on your website play a significant role in enhancing SEO and overall user engagement. Images can break up text-heavy pages, making content more digestible and appealing. However, it’s crucial to balance aesthetics with performance. Poorly optimized images can lead to slow loading times, negatively impacting both user experience and search engine rankings.</span></p>
<p><span style="font-weight: 400;">Here are a few tips on how you can effectively utilize image placement and optimization for better SEO results:</span></p>
<p><b>File size and format</b><span style="font-weight: 400;">: Large image files can drastically slow down your site. Compress images to reduce file size without losing significant quality. Use appropriate file formats – for example, JPEG for photographs and PNG for graphics with transparent backgrounds.</span></p>
<p><b>Alt text and SEO-friendly image names</b><span style="font-weight: 400;">: Use descriptive alt text for each image. Alt text improves accessibility for users with screen readers and helps search engines understand the context of the image. Naming your image files with descriptive, keyword-rich names helps search engines understand what the image is about and can contribute to better rankings in image search results.</span></p>
<p><b>Lazy loading</b><span style="font-weight: 400;">: Implement lazy loading for images, which means images only load when they enter the viewport of the browser. This improves initial page load time, a key factor in both user experience and SEO.</span></p>
<h3><span style="font-weight: 400;">Optimizing video and interactivity features</span></h3>
<p><span style="font-weight: 400;">Incorporating video and interactive elements into your website can significantly boost user engagement and enhance your SEO performance. Videos are powerful tools for capturing user attention, conveying information quickly and effectively, and increasing the time users spend on your site. Interactive elements, like quizzes, calculators, and interactive infographics, actively involve users and encourage them to explore your content more deeply.</span></p>
<p><span style="font-weight: 400;">To effectively use video and interactivity on your website, consider these tips:</span></p>
<p><b>Optimize titles and metadata for search engines</b><span style="font-weight: 400;">: Use descriptive titles and meta descriptions for your videos. Include relevant keywords and a transcript of the video content to enhance its discoverability and SEO.</span></p>
<p><b>Responsive and accessible</b><span style="font-weight: 400;">: Make sure your videos and interactive elements are accessible and responsive across all devices. Users should have a seamless experience whether they’re accessing your site from a desktop, tablet, or smartphone.</span></p>
<p><b>Loading speed</b><span style="font-weight: 400;">: While videos and interactive features enhance engagement, they can also slow down your site. Optimize file sizes and consider using a</span> <a href="https://www.techtarget.com/searchnetworking/definition/CDN-content-delivery-network" target="_blank" rel="noopener"><span style="font-weight: 400;">content delivery network</span></a> <span style="font-weight: 400;">(CDN) to maintain fast loading times.</span></p>
<h3><span style="font-weight: 400;">Build your search-friendly brand hub</span></h3>
<p><span style="font-weight: 400;">Optimizing your website design for SEO is an ongoing process that keeps your site aligned with the latest search engine algorithms and user preferences. Regularly evaluate your site and identify areas where improvements can be made that will not only enhance the user experience but also strengthen your SEO performance.</span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;"><br /></span> <span style="font-weight: 400;">Remember, an SEO-centric website design is a powerful tool in your digital marketing arsenal. It not only attracts more traffic but also engages and retains users, ultimately leading to increased conversions and business growth.</span></p>
<p><span style="font-weight: 400;">For a deeper dive into optimizing your website design for SEO, learn more about our <a href="https://www.toprankmarketing.com/solutions/search-engine-optimization-seo/">SEO services</a>. </span></p>
<p>The post <a href="https://www.toprankblog.com/2024/02/seo-website-design-building-a-search-friendly-brand-hub/">SEO Website Design: Building a Search-friendly Brand Hub</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-36460303588217381802024-02-21T12:48:00.001-08:002024-02-21T12:48:44.532-08:00How Should LinkedIn Algorithm Changes Affect Your Strategy?<p><span style="font-weight: 400;">B2B marketers recognize that the audience on LinkedIn is immensely valuable: more than 1 billion professionals scrolling their feeds with a career-focused mindset. It’s a fantastic platform for B2B marketing activities and the numbers bear that out.</span></p>
<p><span style="font-weight: 400;">But marketers also recognize that gaining reach on LinkedIn – especially organic reach – can be extremely challenging for brands. If you’ve put substantial effort into creating content for the platform only to watch it fall flat with minimal reach and engagement, you’re not alone. </span></p>
<p><span style="font-weight: 400;">The algorithm used by LinkedIn to determine which content shows up on whose feeds is, in many ways, a mystery. But there are plenty of publicly available details and insights to help you shape your content strategy – including recent revelations from LinkedIn itself.</span></p>
<h2><strong>Understanding the LinkedIn algorithm and how it works</strong></h2>
<p><span style="font-weight: 400;">LinkedIn uses a complex algorithm to curate and display content to users based on a multitude of factors. Because the ultimate goal is encouraging users to engage, spend time on the platform and return regularly, LinkedIn is highly motivated to ensure members are consistently finding content that is</span> <b>relevant, interesting and valuable</b> <span style="font-weight: 400;">to them personally.</span></p>
<p><span style="font-weight: 400;">This is a good guiding light for your LinkedIn content strategy. In order to better ensure your audience (and by extension, the LinkedIn algorithm) sees your content as relevant, interesting and valuable, there are some proven best practices to follow.</span></p>
<h2><strong>Keys to gaining reach on LinkedIn as a brand</strong></h2>
<p><span style="font-weight: 400;">Based on studies, documentation and first-party updates, here are six key approaches and adjustments to help your content gain traction with the LinkedIn algorithm.</span></p>
<h3><span style="font-weight: 400;">Don’t make “virality” a goal on LinkedIn</span></h3>
<p><span style="font-weight: 400;">It’s easy to see the appeal for brands in having a post or piece of content go viral on social media. In reality, the business impact of all this explosive yet ephemeral reach tends to be iffy. And on LinkedIn, aiming for virality can actually be counterproductive.</span></p>
<p><span style="font-weight: 400;">“LinkedIn is a bit of a different beast in the social network universe,”</span> <a href="https://blog.hootsuite.com/how-the-linkedin-algorithm-works-hacks/" target="_blank" rel="noopener"><span style="font-weight: 400;">according to Hootsuite</span></a><span style="font-weight: 400;">, “because the LinkedIn algorithm is specifically designed to</span> <i><span style="font-weight: 400;">prevent</span></i> <span style="font-weight: 400;">content from going viral.” </span></p>
<p><span style="font-weight: 400;">That’s not to say a resonant post cannot drive substantial reach and engagement in a short period, but LinkedIn is very sensitive to viral spam and has</span> <a href="https://www.linkedin.com/blog/engineering/trust-and-safety/viral-spam-content-detection-at-linkedin" target="_blank" rel="noopener"><span style="font-weight: 400;">significant measures in place to detect and even predict it</span></a><span style="font-weight: 400;">.</span></p>
<p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-36291" src="https://www.toprankblog.com/wp-content/uploads/AI-Classification-Pipeline.png" alt="" width="571" height="334" srcset="https://www.toprankblog.com/wp-content/uploads/AI-Classification-Pipeline.png 571w, https://www.toprankblog.com/wp-content/uploads/AI-Classification-Pipeline-300x175.png 300w" sizes="(max-width: 571px) 100vw, 571px" /></p>
<p style="text-align: center;"><span style="font-weight: 400;">(</span><a href="https://www.linkedin.com/blog/engineering/trust-and-safety/viral-spam-content-detection-at-linkedin" target="_blank" rel="noopener"><span style="font-weight: 400;">Source</span></a><span style="font-weight: 400;">)</span></p>
<p><span style="font-weight: 400;">One of the simplest signals used by LinkedIn to verify authentic and meaningful content is the characteristics of members who engage with it. Evaluating users based on network and activity features, the system seeks to learn:</span> <i><span style="font-weight: 400;">Are these real people genuinely engaging with this content?</span></i></p>
<p><span style="font-weight: 400;">With that in mind, it’s great to encourage your employees to interact with brand content shared on LinkedIn (just not the same few employees every time), and to create things that compel engagement from those in your target audience.</span></p>
<p><img decoding="async" class="aligncenter size-full wp-image-36292" src="https://www.toprankblog.com/wp-content/uploads/Member-Features.png" alt="" width="553" height="373" srcset="https://www.toprankblog.com/wp-content/uploads/Member-Features.png 553w, https://www.toprankblog.com/wp-content/uploads/Member-Features-300x202.png 300w" sizes="(max-width: 553px) 100vw, 553px" /></p>
<p style="text-align: center;"><span style="font-weight: 400;">(</span><a href="https://www.linkedin.com/blog/engineering/trust-and-safety/viral-spam-content-detection-at-linkedin" target="_blank" rel="noopener"><span style="font-weight: 400;">Source</span></a><span style="font-weight: 400;">)</span></p>
<h3><span style="font-weight: 400;">Avoid using outbound links when possible</span></h3>
<p><span style="font-weight: 400;">I mentioned earlier that a primary objective of LinkedIn’s algorithm is keeping users on the platform. This is, of course, at odds with outbound links that take those users off the site. It’s a pesky reality for marketers who would love to direct that traffic to their website or landing pages.</span></p>
<p><span style="font-weight: 400;">Posts on LinkedIn with outbound links can still get reach, but it will put you at a disadvantage. A study by Hootsuite</span> <a href="https://blog.hootsuite.com/linkedin-engagement-experiment/" target="_blank" rel="noopener"><span style="font-weight: 400;">found that</span></a><span style="font-weight: 400;">, on average, posts without links got 6x more reach than posts with links. The linkless posts also received far more reactions and comments despite being shared less frequently.</span></p>
<p><span style="font-weight: 400;">Consider reserving most of your content with off-site CTAs for paid campaigns, where you can buy clicks and dependably drive traffic. For organic content, consider other valuable actions you can elicit rather than navigating off LinkedIn, such as following your brand’s LinkedIn Page or contributing to the conversation.</span></p>
<h3><span style="font-weight: 400;">Prioritize specialized knowledge and insights</span></h3>
<p><span style="font-weight: 400;">A key facet of LinkedIn’s latest major algorithm update, which took place in June 2023, is the increased prioritization of genuine knowledge and expertise. “The platform is looking to highlight more knowledge and advice experts share,”</span> <a href="https://buffer.com/resources/linkedin-algorithm/" target="_blank" rel="noopener"><span style="font-weight: 400;">reports Buffer</span></a><span style="font-weight: 400;">. “For users, the algorithm determines what expertise is relevant by identifying a user’s interests based on their profile info and activity.”</span></p>
<p><span style="font-weight: 400;">This is a favorable development for B2B brands, which tend to offer focused specialization within a specific category. If you’re creating content that connects with a target audience of buyers and decision-makers, it’s more likely to surface on the feeds of others with similar professional attributes. </span></p>
<h3><span style="font-weight: 400;">Elevate your employees and executives</span></h3>
<p><span style="font-weight: 400;">The second major component of</span> <a href="https://www.linkedin.com/pulse/how-were-surfacing-knowledge-linkedin-alice-xiong/" target="_blank" rel="noopener"><span style="font-weight: 400;">LinkedIn’s June 2023 algorithm update</span></a> <span style="font-weight: 400;">was an emphasis on increasing content reach to existing connections and followers. This development underscores the value of employee advocacy and executive thought leadership, helping your brand get in front of the networks your team has built throughout their careers.</span></p>
<p><span style="font-weight: 400;">The downside is that this change might make it even harder for brand content to reach unfamiliar audiences. To counteract this, work to grow your brand’s organic following and build awareness with paid brand campaigns.</span></p>
<h3><span style="font-weight: 400;">Incorporate multimedia</span></h3>
<p><span style="font-weight: 400;">This one is straightforward and nothing new, but content on LinkedIn will generally be better poised to succeed when it features eye-catching creative. Use vivid imagery, compelling video (with captions!) and varied content formats.</span></p>
<p><a href="https://www.linkedin.com/business/marketing/blog/measurement/top-tips-for-measuring-and-improving-engagement-on-linkedin" target="_blank" rel="noopener"><span style="font-weight: 400;">According to LinkedIn</span></a><span style="font-weight: 400;">, posts with images average twice the comments of those that don’t, while using video drives a 5x increase in engagement.</span></p>
<h3><span style="font-weight: 400;">Use influencer marketing on LinkedIn</span></h3>
<p><span style="font-weight: 400;">Deploying an influencer marketing strategy on LinkedIn helps your brand align with much of what the platform’s algorithm is prioritizing today: expert knowledge, authentic networks, and relatable content. </span></p>
<p><span style="font-weight: 400;">TopRank Marketing CEO Donna Robinson wrote for the LinkedIn Collective about why the LinkedIn platform – with its emphasis on content, conversations and connections – is an</span> <a href="https://www.linkedin.com/pulse/using-linkedin-elevate-b2b-influencer-marketing-donna-robinson-kp3gc/" target="_blank" rel="noopener"><span style="font-weight: 400;">ideal channel for B2B influencer marketing</span></a><span style="font-weight: 400;">, and shared tips for doing it well based on our research for the</span> <a href="https://www.toprankmarketing.com/guide/b2b-influencer-marketing-research-report/" target="_blank" rel="noopener"><span style="font-weight: 400;">B2B Influencer Marketing Report</span></a><span style="font-weight: 400;">. </span></p>
<h2><span style="font-weight: 400;">Stay human and helpful to navigate change</span></h2>
<p><span style="font-weight: 400;">The evolution of LinkedIn’s algorithm is not fundamentally different from the evolution of</span> <a href="https://www.toprankblog.com/2024/01/google-algorithm-update/" target="_blank" rel="noopener"><span style="font-weight: 400;">Google’s search algorithm</span></a><span style="font-weight: 400;">. Both are intent on prioritizing content that is relevant, high-quality, and shaped by human creativity and expertise. This holds the key to breaking through with your marketing as AI further saturates the content landscape and audiences increasingly demand substance.</span></p>
<p><span style="font-weight: 400;">At TopRank Marketing, we’ve helped countless clients overcome the challenges of social media marketing. LinkedIn content and strategy creation is just one element of our</span> <a href="https://www.toprankmarketing.com/solutions/social-media-marketing/" target="_blank" rel="noopener"><span style="font-weight: 400;">social media marketing services to explore</span></a><span style="font-weight: 400;">!</span></p>
<p> </p>
<p>The post <a href="https://www.toprankblog.com/2024/02/linkedin-algorithm-changes-social-media-marketing/">How Should LinkedIn Algorithm Changes Affect Your Strategy?</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-38230870415869802382024-02-19T12:48:00.001-08:002024-02-19T12:48:27.599-08:00The 6 Fundamentals of an SEO Link Building Strategy<p><span style="font-weight: 400;">One of the big reasons</span> <a href="https://www.forbes.com/sites/forbesagencycouncil/2017/06/05/how-google-came-to-dominate-search-and-what-the-future-holds/?sh=49359fd83872" target="_blank" rel="noopener"><span style="font-weight: 400;">why Google revolutionized search engines</span></a> <span style="font-weight: 400;">when it launched in 1998 was its</span> <a href="https://en.wikipedia.org/wiki/PageRank" target="_blank" rel="noopener"><span style="font-weight: 400;">PageRank algorithm</span></a><span style="font-weight: 400;">, which rewarded pages based on how many other websites were linking to them. </span></p>
<p><span style="font-weight: 400;">Evaluating links has proven such a reliable method for understanding content quality that after nearly 20 years and hundreds of updates, they remain</span> <a href="https://backlinko.com/link-building" target="_blank" rel="noopener"><span style="font-weight: 400;">one of Google’s most valued ranking signals</span></a><span style="font-weight: 400;">. </span></p>
<p><span style="font-weight: 400;">It’s little wonder that link building has been a crucial element of SEO ever since. By taking the following steps to develop your SEO link building strategy, you can put together a plan to grow your website’s authority and drive valuable referral traffic from key sources.</span></p>
<h2><strong>Why is link building valuable for SEO?</strong></h2>
<p><span style="font-weight: 400;">To understand how to create an effective SEO link building strategy, you have to know</span> <a href="https://www.searchenginejournal.com/backlinks-seo-how-important/379298/" target="_blank" rel="noopener"><span style="font-weight: 400;">what makes link building valuable in the first place</span></a><span style="font-weight: 400;">. </span></p>
<h3><span style="font-weight: 400;">Improved search rankings</span></h3>
<p><span style="font-weight: 400;">The quality of a page’s backlinks is one of the main factors search engines consider when awarding SERP placements. The more relevant, authoritative sites link to your content, the more trustworthy and useful Google will consider it.</span></p>
<h3><span style="font-weight: 400;">Improved brand visibility and high-quality traffic</span></h3>
<p><span style="font-weight: 400;">If you have links on popular sites that are related to your content, audience members on those sites will find your content more frequently and organically. You’ll start receiving more attention from the right people, and those people will start to recognize your brand as an important voice in your category. </span></p>
<h3><span style="font-weight: 400;">Improved trust and credibility</span></h3>
<p><span style="font-weight: 400;">If trustworthy sites are willing to link to your content, it shows both search engines and your audience that you’re considered credible. The better your backlinks, the more trustworthy your site looks.</span></p>
<h3><span style="font-weight: 400;">Partnerships and relationship-building</span></h3>
<p><span style="font-weight: 400;">To build credibility and brand recognition within any category, you’ll need your audience to understand how you relate to (and stand out from) your peers. Link building is one of the best ways to do this. </span></p>
<p><span style="font-weight: 400;">By earning links from other trustworthy sites in your category, you’re also starting mutually beneficial relationships with these sites. By connecting your audience members via links, you can both gain trustworthiness and authority while solidifying the differences between your brands.</span></p>
<h2><strong>What makes a link valuable?</strong></h2>
<p><span style="font-weight: 400;">In modern SEO, the quantity of the links you receive matters much less than the quality of those links. An effective SEO link building strategy doesn’t just try to get as many links as possible; it gets the right kind of links from the right kind of websites.</span></p>
<p><span style="font-weight: 400;">Search engine algorithms evaluate what makes a link valuable using hundreds of factors. Though they keep these factors secret to prevent exploitation, companies like Google have provided</span> <a href="https://www.google.com/search/howsearchworks/how-search-works/ranking-results/" target="_blank" rel="noopener"><span style="font-weight: 400;">generalized explanations</span></a> <span style="font-weight: 400;">of their evaluation process. From those guidelines, SEO experts have</span> <a href="https://searchengineland.com/evaluating-link-quality-seo-campaigns-240123" target="_blank" rel="noopener"><span style="font-weight: 400;">extrapolated several of the primary evaluation metrics</span></a><span style="font-weight: 400;">.</span></p>
<h3><span style="font-weight: 400;">Relevance </span></h3>
<p><span style="font-weight: 400;">Search engines consider the contextual relevance of the links to your site above any other consideration. The more useful the link to the user clicking on it, the more valuable the search engine will consider it.</span></p>
<p><span style="font-weight: 400;">For example, if you’re running a site about computer software and you receive a link from a site about something completely unrelated like lawn care, then that link</span> <a href="https://searchengineland.com/ex-googler-to-please-google-with-your-seo-forget-about-seo-136800" target="_blank" rel="noopener"><span style="font-weight: 400;">probably won’t count for much</span></a><span style="font-weight: 400;">. Meanwhile, a link from a highly relevant site like a software review service might prove highly valuable.</span></p>
<p><span style="font-weight: 400;">When it comes to your SEO link building strategy,</span> <a href="https://www.searchenginejournal.com/authority-vs-relevance-link-building/208278/" target="_blank" rel="noopener"><span style="font-weight: 400;">consider relevance your main objective</span></a><span style="font-weight: 400;">. </span></p>
<h3><span style="font-weight: 400;">Authority</span></h3>
<p><span style="font-weight: 400;">A page’s authority refers to how trustworthy search engines consider it within its category. The higher a page’s authority, the more valuable a link from it is, as long as that site and link are both relevant to your content. </span></p>
<p><span style="font-weight: 400;">Search engines like Google also keep the exact calculations they use to determine a site’s authority a secret, but there are SEO tools that can</span> <a href="https://www.semrush.com/blog/page-authority/" target="_blank" rel="noopener"><span style="font-weight: 400;">approximate how Google will evaluate a site’s authority</span></a><span style="font-weight: 400;">, such as Semrush’s</span> <a href="https://www.semrush.com/kb/747-authority-score-backlink-score" target="_blank" rel="noopener"><span style="font-weight: 400;">Authority Score</span></a> <span style="font-weight: 400;">and Moz’s</span> <a href="https://moz.com/learn/seo/domain-authority" target="_blank" rel="noopener"><span style="font-weight: 400;">Domain Authority</span></a><span style="font-weight: 400;">.</span></p>
<p><span style="font-weight: 400;">Authority is a great secondary consideration for your link building strategy. Consider relevance first, and then try to find the most relevant sites that also have the highest authority.</span></p>
<h2><strong>6 steps to developing an SEO link building strategy</strong></h2>
<h3><span style="font-weight: 400;">1. Identify the most relevant link opportunities in your category </span></h3>
<p><span style="font-weight: 400;">Focus on quality over quantity and start by evaluating relevance. Highly-relevant links are from sites that are well known in your category and directly related to your subject matter.</span></p>
<p><span style="font-weight: 400;">Consider which sites your ideal audiences visit right now for information related to what you offer, then put together a plan for how you could earn links from these sites.</span></p>
<h3><span style="font-weight: 400;">2. Cross-check authority with relevance</span></h3>
<p><span style="font-weight: 400;">After you put together a list of the most relevant sites, cross-check it by site authority. You can use SEO tools like Semrush and Moz to find the leading authorities in your category. </span></p>
<p><span style="font-weight: 400;">Your best opportunities will be highly relevant domains with authority scores (according to Semrush) of 50 or above. Organize these opportunities from highest to lowest to create a backlink “wishlist.”</span></p>
<h3><span style="font-weight: 400;">3. Compare your list to competitors’ links</span></h3>
<p><span style="font-weight: 400;">Create a list of your competitors and begin checking their site’s links against your wishlist.</span> <a href="https://zapier.com/blog/how-to-get-backlinks/" target="_blank" rel="noopener"><span style="font-weight: 400;">Various SEO tools</span></a> <span style="font-weight: 400;">can provide backlink analysis features to make this process much faster.</span></p>
<p><span style="font-weight: 400;">Identify overlapping link sources with your competitors, adding their successful sites to your wishlist. Evaluate and include any valuable links your competitors have that you initially omitted, and seek differentiation by pursuing links on your wishlist that your competitors lack.</span></p>
<h3><span style="font-weight: 400;">4. Build long-term relationships</span></h3>
<p><span style="font-weight: 400;">The tried-and-true way to earn backlinks is by producing great content and raising your domain authority. Align your</span> <a href="https://www.toprankmarketing.com/solutions/content-marketing/" target="_blank" rel="noopener"><span style="font-weight: 400;">content strategy</span></a> <span style="font-weight: 400;">with your audience’s pain points and produce content that is</span> <a href="https://www.semrush.com/blog/how-to-get-backlinks/" target="_blank" rel="noopener"><span style="font-weight: 400;">inherently valuable to link to</span></a> <span style="font-weight: 400;">expedite this process.</span></p>
<p><span style="font-weight: 400;">Consider</span> <a href="https://neilpatel.com/blog/backlinks-and-reviews/" target="_blank" rel="noopener"><span style="font-weight: 400;">reaching out to your biggest opportunities directly</span></a><span style="font-weight: 400;">. You could start a mutually beneficial relationship with these brands or influencers by trading links or even collaborating on future content. </span></p>
<h3><span style="font-weight: 400;">5. Optimize your internal linking structure</span></h3>
<p><span style="font-weight: 400;">The more easily search engines can find, organize, and</span> <a href="https://support.google.com/programmable-search/answer/4513925?hl=en" target="_blank" rel="noopener"><span style="font-weight: 400;">index</span></a> <span style="font-weight: 400;">your site’s content, the easier they can deliver the right pages to the relevant SERPs. The more frequently they do this successfully,</span> <a href="https://www.semrush.com/blog/internal-links/" target="_blank" rel="noopener"><span style="font-weight: 400;">the more authoritative they will find your content</span></a><span style="font-weight: 400;">. Smart internal linking structure will also help you</span> <a href="https://backlinko.com/hub/seo/internal-links" target="_blank" rel="noopener"><span style="font-weight: 400;">pass page authority to the rest of your linked pages</span></a><span style="font-weight: 400;">.</span></p>
<p><span style="font-weight: 400;">When optimizing your internal linking,</span> <a href="https://moz.com/learn/seo/internal-link" target="_blank" rel="noopener"><span style="font-weight: 400;">prioritize user experience above all.</span></a> <span style="font-weight: 400;">Make your website as intuitive for someone to navigate as possible by minimizing the number of clicks it takes to get to any given piece of information, clearly labeling all links, and making links easy to find.</span></p>
<h3><span style="font-weight: 400;">6. Maintain and improve over time</span></h3>
<p><span style="font-weight: 400;">Review your SEO link building strategy as frequently as you check on your SEO results. </span></p>
<p><span style="font-weight: 400;">Continue to maintain and update your internal linking structure for user friendliness as your site continues to expand. Identify your highest-performing content and determine why it resonated with your audience so you create similar content in the future. Update your backlink wishlist with wins and new opportunities, and continue reaching out to the most valuable sites you identify.</span></p>
<p><span style="font-weight: 400;">By following these six steps, you’ll be well on your way to creating an SEO link building strategy that helps Google and other search engines find your site, raises your brand’s authority, and puts your content in front of the right people for the right reasons.</span></p>
<p><span style="font-weight: 400;">Learn more about how SEO fits into a broader <a href="https://www.toprankmarketing.com/resource/b2b-marketing-strategy/" target="_blank" rel="noopener">B2B marketing strategy</a>. </span></p>
<p>The post <a href="https://www.toprankblog.com/2024/02/the-6-fundamentals-of-an-seo-link-building-strategy/">The 6 Fundamentals of an SEO Link Building Strategy</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-67517210514715256282024-02-14T05:48:00.001-08:002024-02-14T05:48:41.006-08:00Try These Top B2B Influencer Marketing Tactics<p><span style="font-weight: 400;">You’ve probably heard about B2B influencer marketing. The strategy has exploded in adoption, with a 2023 Ogilvy study finding that</span> <a href="https://www.businessinsider.com/b2b-influencers-rise-key-findings-marketing-survey-2023-9" target="_blank" rel="noopener"><span style="font-weight: 400;">75% of B2B businesses</span></a> <span style="font-weight: 400;">are leveraging influencers in their campaigns. </span></p>
<p><span style="font-weight: 400;">Even if you have a general idea of</span> <a href="https://www.toprankmarketing.com/resource/b2b-influencer-marketing/" target="_blank" rel="noopener"><span style="font-weight: 400;">how and why B2B influencer marketing works</span></a><span style="font-weight: 400;">, you still might wonder how it plays out in practice. How do brands and influencers collaborate to bring these campaigns to life?</span></p>
<p><span style="font-weight: 400;">Good news: we have plenty of insight on this subject! Our agency has partnered with brands to create countless B2B influencer marketing campaigns and strategies, so we’ve helped put many of these techniques into action. Not only that, but our original industry research helps shed a broader light on the B2B influencer marketing tactics being used most today.</span></p>
<h2><strong>Top B2B influencer marketing tactics</strong></h2>
<p><span style="font-weight: 400;">B2B marketers are using a variety of different channels and mediums to reach audiences with their influencer campaigns. TopRank’s</span> <a href="https://www.toprankmarketing.com/guide/b2b-influencer-marketing-research-report/" target="_blank" rel="noopener"><span style="font-weight: 400;">2023 B2B Influencer Marketing Report</span></a> <span style="font-weight: 400;">found that social media, industry presentations and video top the list.</span></p>
<p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-36280" src="https://www.toprankblog.com/wp-content/uploads/Chart-scaled.jpg" alt="" width="2560" height="1164" srcset="https://www.toprankblog.com/wp-content/uploads/Chart-scaled.jpg 2560w, https://www.toprankblog.com/wp-content/uploads/Chart-300x136.jpg 300w, https://www.toprankblog.com/wp-content/uploads/Chart-1024x466.jpg 1024w, https://www.toprankblog.com/wp-content/uploads/Chart-768x349.jpg 768w, https://www.toprankblog.com/wp-content/uploads/Chart-1536x698.jpg 1536w, https://www.toprankblog.com/wp-content/uploads/Chart-2048x931.jpg 2048w" sizes="(max-width: 2560px) 100vw, 2560px" /></p>
<p><span style="font-weight: 400;">Note that laying the strategic groundwork for your program –</span> <a href="https://www.toprankblog.com/2024/01/how-to-find-the-right-b2b-influencer-marketing-mix/" target="_blank" rel="noopener"><span style="font-weight: 400;">influencer identification</span></a><span style="font-weight: 400;">, relationship-building, goal-setting,</span> <a href="https://www.toprankblog.com/2024/01/how-to-measure-b2b-influencer-marketing-roi/" target="_blank" rel="noopener"><span style="font-weight: 400;">measurement</span></a><span style="font-weight: 400;">, etc. – is essential before these collaborative campaign tactics can be effective. Learn more about the evergreen fundamentals in</span> <a href="https://www.toprankmarketing.com/guide/influence-at-scale-the-ultimate-guide-to-influencer-marketing-for-b2b-brands/" target="_blank" rel="noopener"><span style="font-weight: 400;">our guide</span></a><span style="font-weight: 400;">.</span></p>
<h3><span style="font-weight: 400;">Social media influencer content</span></h3>
<p><span style="font-weight: 400;">It comes as no surprise that social media is the most popular channel for deploying B2B influencer marketing tactics. Driving organic reach and engagement on these competitive platforms is a perpetual challenge for brands. Sprout Social</span> <a href="https://sproutsocial.com/insights/b2b-influencer-marketing/" target="_blank" rel="noopener"><span style="font-weight: 400;">found that</span></a> <span style="font-weight: 400;">half of all marketers consider elevated engagement rates on social platforms as the most valuable opportunity through influencer marketing.</span></p>
<p><span style="font-weight: 400;">Here are some examples of tactics you can use to activate influencers as part of your social media strategy:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><b>Featuring expert insight:</b> <span style="font-weight: 400;">Create text-based or multimedia content for the feed that highlights perspectives from industry experts in your influencer mix. Their inclusion increases the credibility and impact of your thought leadership.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Influencer tagging and mentions:</b> <span style="font-weight: 400;">Frequently tagging and @-mentioning the influencers you partner with helps your brand gain visibility and recognition in their social media networks.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Influencer takeovers:</b> <span style="font-weight: 400;">Have an influencer assume control of your brand’s social media account for an hour, or an afternoon, or a whole day. Make sure you’re aligned on values before handing over the reins, of course.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Influencer promotion of products, features, or assets:</b> <span style="font-weight: 400;">When influencers speak knowledgeably about your company’s offerings, or help showcase them, it can help audiences see the value in unique ways. An “unboxing” campaign for social media would exemplify this.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Employee advocacy:</b> <span style="font-weight: 400;">Don’t underestimate the influence your own employees and internal experts can have on your marketing strategy! Making it easy and incentivized for them to authentically advocate on social media is a smart play.</span></li>
</ul>
<blockquote>
<p><i><span style="font-weight: 400;">50% of marketers consider elevated engagement rates on social platforms as the most valuable opportunity through influencer marketing. (</span></i><a href="https://sproutsocial.com/insights/b2b-influencer-marketing/" target="_blank" rel="noopener"><i><span style="font-weight: 400;">Sprout Social</span></i></a><i><span style="font-weight: 400;">)</span></i></p>
</blockquote>
<h3><span style="font-weight: 400;">Partnering with influencers for industry presentations</span></h3>
<p><span style="font-weight: 400;">LinkedIn’s</span> <a href="https://business.linkedin.com/marketing-solutions/b2b-benchmark" target="_blank" rel="noopener"><span style="font-weight: 400;">B2B Marketing Benchmark</span></a> <span style="font-weight: 400;">report found that events top the list of planned marketing techniques for B2B leaders. Presenting at a conference or industry event provides brands with direct access to an engaged and relevant audience. Involving influencers in your industry presentations helps add greater impact and reach, while potentially unlocking new opportunities. </span></p>
<h3><span style="font-weight: 400;">Live or recorded influencer videos</span></h3>
<p><span style="font-weight: 400;">The crossover between video marketing and influencer marketing is natural. This is clearly a format that buyers turn to when researching; a</span> <a href="https://www.gartner.com/en/newsroom/press-releases/2023-06-08-gartner-marketing-survey-finds-b2b-buyers-value-third-party-interactions-more-than-digital-supplier-interactions" target="_blank" rel="noopener"><span style="font-weight: 400;">Gartner study</span></a> <span style="font-weight: 400;">found that 65% used YouTube to inform recent purchase decisions, more than any other platform listed.</span></p>
<p><span style="font-weight: 400;">Creating video content with influencers, whether live or recorded, offers an engaging experience for your audience that can</span> <a href="https://www.searchenginejournal.com/repurposing-content/483605/" target="_blank" rel="noopener"><span style="font-weight: 400;">also be repurposed</span></a> <span style="font-weight: 400;">for use in many different channels and formats. </span></p>
<h3><span style="font-weight: 400;">Webinars, interviews, or other interactive content</span></h3>
<p><span style="font-weight: 400;">The most successful influencer marketing programs create a sense of community. Interactive content is a great way to connect the brand, influence and audience around shared challenges, interests or passions. </span></p>
<p><span style="font-weight: 400;">A candid interview between your executive and a subject matter expert in the field, or a panel discussion that invites open Q&A, are great ways to bring the experience closer to your audience. </span></p>
<p><span style="font-weight: 400;">Podcasting is another highly engaging content marketing tactic that is perfectly suited for influencer integration.</span></p>
<h3><span style="font-weight: 400;">Blogging with B2B influencers</span></h3>
<p><span style="font-weight: 400;">Blogs are not the core atomic unit of content marketing that they once were, but they remain key for driving organic traffic to your company website. Bringing influencers into your blogging strategy supports this goal. </span></p>
<p><span style="font-weight: 400;">Influencers can help promote your posts, and their presence within the content can help your pages perform in search. Including unique, authentic views and insights from experienced experts differentiates your content from AI, while aligning to Google’s</span> <a href="https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t" target="_blank" rel="noopener"><span style="font-weight: 400;">E-E-A-T quality-rating guidelines</span></a><span style="font-weight: 400;">.</span></p>
<p><span style="font-weight: 400;">There are plenty of ways to incorporate B2B influencers into your blog, including guest posts, quotes and round-ups. It’s an easy win, and the fact that only 28% of respondents in our survey are using blogging as an influencer marketing tactic strikes us as an opportunity.</span></p>
<h2><strong>Influencer marketing is versatile and vital</strong></h2>
<p><span style="font-weight: 400;">As this list illustrates, B2B marketers are using influencer marketing in combination with many different tactics, and we’ve really only scratched the surface here. There’s no limit to the places your B2B influencer marketing strategy can go as digital channels expand and content consumption preferences constantly evolve. </span></p>
<p><span style="font-weight: 400;">Taking a test-and-learn approach, informed by audience research and an understanding of your influencers’ strengths, will help you continue to innovate and improve your tactical mix. </span></p>
<p><span style="font-weight: 400;">Learn about TopRank Marketing’s world-class</span> <a href="https://www.toprankmarketing.com/solutions/influencer-marketing/"><span style="font-weight: 400;">B2B influencer marketing services</span></a> <span style="font-weight: 400;">and find out how to put these tactics into action for your brand.</span></p>
<p> </p>
<p>The post <a href="https://www.toprankblog.com/2024/02/try-these-top-b2b-influencer-marketing-tactics/">Try These Top B2B Influencer Marketing Tactics</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-25108601440041878342024-02-12T04:48:00.001-08:002024-02-12T04:48:20.083-08:00The State of Digital Transformation in B2B In 2024<p><span style="font-weight: 400;">For B2B companies, digital transformation is not a destination; it’s an ongoing journey. Marketers must continuously assess and adapt their marketing technology stack to remain competitive, meet evolving customer expectations, and seize new opportunities in the digital landscape. </span></p>
<p><span style="font-weight: 400;">As digital transformation continues to reshape the fundamentals of B2B marketing, businesses need to prioritize creating and delivering valuable, human-centered content. By doing this in a timely and accessible way, they are better positioned to meet the expectations of increasingly self-service-oriented buyers. </span></p>
<p><span style="font-weight: 400;">Let’s take a look at where digital transformation stands in B2B marketing and what it might portend for the rest of 2024. </span></p>
<h2><span style="font-weight: 400;">Marketing technology has taken hold</span></h2>
<p><span style="font-weight: 400;">According to</span> <a href="https://www.gartner.com/en/digital-markets/insights/2023-global-software-buying-trends" target="_blank" rel="noopener"><span style="font-weight: 400;">recent research from Gartner</span></a><span style="font-weight: 400;">, 68% of businesses have been replacing software more frequently since 2021. This signals that digital transformation has reached a high level of maturity, since companies have been using digital tools long enough to know what works and what doesn’t. The software replacement trend is indicative of a growing awareness that staying at the forefront of digital innovation is essential for long-term success.</span></p>
<p><span style="font-weight: 400;">That same study found that approximately 70% of businesses planned to increase their software investments in 2023. This demonstrates a commitment to harnessing the power of technology to enhance their marketing efforts and overall business operations. </span></p>
<p><span style="font-weight: 400;">As the business world continues to embrace digital tools and technologies, it’s clear that the market for these offerings has reached a high level of maturity and is poised for ongoing growth. </span></p>
<h2><span style="font-weight: 400;">Marketing skills are digital skills </span></h2>
<p><span style="font-weight: 400;">LinkedIn’s</span> <a href="https://business.linkedin.com/marketing-solutions/b2b-benchmark" target="_blank" rel="noopener"><span style="font-weight: 400;">2023 B2B Marketing Benchmark</span></a> <span style="font-weight: 400;">reveals a telling trend: digital skills are seen as the bedrock of success for B2B marketers at every level. </span></p>
<p><span style="font-weight: 400;">According to the report, marketing technology and data analytics mastery have emerged as top priorities for CMOs, with 49% emphasizing its importance in 2023. Looking ahead, an even larger proportion, 53%, anticipate these skills to be pivotal in the coming years. </span></p>
<p><span style="font-weight: 400;">B2B marketers lower on the org chart have an even higher stake in digital skills, with 61% of prioritizing these skills in their current roles.</span></p>
<p><span style="font-weight: 400;">Taken together, these trends underscore the pivotal role data and technology play in crafting targeted, effective, and measurable B2B marketing campaigns. This is a clear indicator that marketing technology and data-driven decision-making will play an ever-increasing central role in shaping strategies throughout the marketing function. </span></p>
<h2><span style="font-weight: 400;">Content marketing continues to be relevant </span></h2>
<p><span style="font-weight: 400;">One main component of the modern B2B marketplace is the preference for self-service. Buyers are looking for answers to specific questions, and they don’t want to wait around for a sales representative to schedule a call to answer those questions. In fact, 77% of marketing decision-makers confirm that</span> <a href="https://www.digitalcommerce360.com/2023/03/13/demanding-digital-b2b-buyers-want-it-all-and-now/" target="_blank" rel="noopener"><span style="font-weight: 400;">buyers expect immediate answers</span></a><span style="font-weight: 400;">. </span></p>
<p><span style="font-weight: 400;">And buyers are turning to content marketing to help get those answers. Recent research from Demand Gen Report shows that, within the last year, 71% of B2B buyers downloaded and read multiple assets to help guide their purchasing decisions. About the same amount said they shared those assets with their colleagues, expanding content’s reach beyond the initial reader. </span></p>
<p><span style="font-weight: 400;">Here in 2024, content marketers should feel confident. This same research finds that 46% of respondents said they plan to increase the amount of content they consume in the coming year. </span></p>
<h2><span style="font-weight: 400;">Digital channels remain in flux</span></h2>
<p><span style="font-weight: 400;">After the</span> <a href="https://www.reuters.com/technology/us-ad-revenue-musks-x-declined-each-month-since-takeover-data-2023-10-04/" target="_blank" rel="noopener"><span style="font-weight: 400;">implosion of X</span></a><span style="font-weight: 400;">, formerly known as Twitter, and Instagram’s</span> <a href="https://www.theverge.com/2023/9/26/23890592/threads-meta-monthly-users-data-x-twitter" target="_blank" rel="noopener"><span style="font-weight: 400;">Threads’ inability to fill the power vacuum</span></a> <span style="font-weight: 400;">that was left behind, there isn’t a clear picture of how—or whether—to continue investing in these social platforms. </span></p>
<p><span style="font-weight: 400;">Brands need to be careful about their association with an erratic platform like X, where misinformation and bots seem to have taken hold. But at the same time, brands need to find ways to be where their customers are, and, according to HubSpot,</span> <a href="https://blog.hubspot.com/marketing/is-twitter-dying" target="_blank" rel="noopener"><span style="font-weight: 400;">that may very well continue to be X</span></a><span style="font-weight: 400;">. </span></p>
<p><span style="font-weight: 400;">Research from HubSpot also finds that</span> <a href="https://blog.hubspot.com/marketing/b2b-marketing#:~:text=8.%20This%20year%20marketers%20stopped%20leveraging%20podcasts%20and%20audio%20content%2C%20while%20others%20stopped%20implementing%20VR%20and%20AR" target="_blank" rel="noopener"><span style="font-weight: 400;">25% of marketers are abandoning podcasts</span></a> <span style="font-weight: 400;">and other audio content. That same research shows 23% of marketers aren’t going to continue with their VR/AR initiatives. While not exactly a mass exodus, it’s a significant trend away from promising new arenas. (And maybe an opportunity for others to fill the void.)</span></p>
<p><span style="font-weight: 400;">Overall, marketers seem to be taking a more conservative wait-and-see approach to their channels of choice in 2024. </span></p>
<h2><span style="font-weight: 400;">Generative AI is a must-have in digital marketing </span></h2>
<p><span style="font-weight: 400;">The newest addition to everyone’s martech stack last year was</span> <a href="https://www.toprankblog.com/2023/10/infographic-30-ai-tools-for-b2b-marketers/" target="_blank" rel="noopener"><span style="font-weight: 400;">a wealth of generative AI tools</span></a><span style="font-weight: 400;">. From Midjourney to ChatGPT, there are more than enough tools to suit every marketer’s needs, bringing newfound efficiency and innovation to B2B strategies. </span></p>
<p><span style="font-weight: 400;">And these tools are being used across the board. According to LinkedIn’s 2023 Benchmark, about three-quarters of marketing leaders report that they have either started using or increased their use of generative AI tools this year. </span></p>
<p><span style="font-weight: 400;">But these tools aren’t just a fad. They have real implications for how effective marketers can be, especially as uptake has solidified and the tools have matured. McKinsey estimates that</span> <a href="https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/the-economic-potential-of-generative-ai-the-next-productivity-frontier#business-value" target="_blank" rel="noopener"><span style="font-weight: 400;">generative AI tools may increase the marketing function’s productivity</span></a> <span style="font-weight: 400;">anywhere from 5% to 15%. </span></p>
<p><span style="font-weight: 400;">It has become a bit of a cliche in marketing circles this year, but it remains true: AI won’t replace you, a person using AI will. Marketers who don’t integrate generative AI into their workflows—</span><a href="https://www.toprankblog.com/2023/04/a-home-run-for-humanizing-b2b-content/" target="_blank" rel="noopener"><span style="font-weight: 400;">and do so responsibly</span></a><span style="font-weight: 400;">—are at risk of falling behind. </span></p>
<h2><span style="font-weight: 400;">Digital transformation keeps driving B2B marketing</span></h2>
<p><span style="font-weight: 400;">Feeling lost amid the constant churn of digital transformation in B2B? Our</span> <a href="https://www.toprankmarketing.com/resources/"><span style="font-weight: 400;">B2B marketing resources</span></a> <span style="font-weight: 400;">have the insights and expert guidance you need to navigate every aspect of digital marketing. </span></p>
<p>The post <a href="https://www.toprankblog.com/2024/02/the-state-of-digital-transformation-in-b2b-in-2024/">The State of Digital Transformation in B2B In 2024</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-28611038335718508652024-02-07T04:48:00.001-08:002024-02-07T04:48:34.052-08:00SEO Content Strategy: From Basic to Advanced<p><span style="font-weight: 400;">Just about everyone knows what SEO is these days, and nearly every professional brand has at least a basic content strategy in place to rank for relevant keywords and attract organic attention. The more crowded the internet becomes with these competing brands, however, the more difficult it has become to stand out.</span></p>
<p><span style="font-weight: 400;">Gone are the days when keyword stuffing and writing consistent blogs once a week were enough to get your website noticed. If you want to earn high SERP rankings and drive the right audiences to your content in a digital environment where everybody’s churning out content like there’s no tomorrow, you’re going to have to find a way for your content to rise above the rest.</span></p>
<p><span style="font-weight: 400;">That isn’t necessarily as difficult as it may sound. Leveling up your SEO content strategy won’t require you to devote your entire budget to producing Spielberg-quality videos or going viral on TikTok. Instead, getting your content noticed in a crowded market is mostly about learning how to make what you’re doing right now a little more targeted, contextually relevant, and informed by data. </span></p>
<p><span style="font-weight: 400;">To demonstrate, here are some examples of the qualities that differentiate a basic, keep-the-lights-on SEO content strategy from a more advanced and sophisticated form capable of driving much more powerful results. If you’d like to learn more about elevating your own strategy, we welcome you to</span> <a href="https://www.toprankmarketing.com/solutions/search-engine-optimization-seo/"><span style="font-weight: 400;">explore our SEO services</span></a><span style="font-weight: 400;">.</span></p>
<h2><span style="font-weight: 400;">Keyword targeting</span></h2>
<h3><span style="font-weight: 400;">Basic: Targeting primary keywords only</span></h3>
<p><span style="font-weight: 400;">In a basic SEO content strategy, the primary focus is on targeting high-volume primary keywords. This approach often involves identifying a few generic keywords related to the business or industry and creating content optimized around those terms. </span></p>
<p><span style="font-weight: 400;">What makes this strategy ineffective is how it overlooks user intent and fails to capture the diversity of search queries. By targeting only the broadest, highest-level keywords, you have no way to connect your content with users who are searching for something specific. </span></p>
<p><span style="font-weight: 400;">We share an example of how this approach can fall short in our SEO content guide,</span> <a href="https://www.toprankmarketing.com/guide/marketing-with-intent-the-future-of-seo-and-qualified-b2b-traffic/" target="_blank" rel="noopener"><span style="font-weight: 400;">Marketing with Intent</span></a><span style="font-weight: 400;">: </span></p>
<blockquote>
<p><span style="font-weight: 400;">“For a very long time, raw keyword volume ruled SEO. This mindset became ingrained</span> <span style="font-weight: 400;">over the years, to the point where a B2B campaign will target a keyword like ‘what is digital transformation’ on the premise that it receives very high search volume and is</span> <span style="font-weight: 400;">relevant to their tech solution. Both technically true! Unfortunately, it’s an impossibly competitive term because it’s relevant to every tech solution.”</span></p>
</blockquote>
<h3><span style="font-weight: 400;">Advanced: Topical clusters and intent-driven long-tails</span></h3>
<p><span style="font-weight: 400;">An advanced strategic approach for targeting keywords involves more nuance. Instead of solely targeting primary keywords, emphasize building topical clusters to deliver a breadth of focused coverage. </span></p>
<p><span style="font-weight: 400;">In practice, this might take shape as a hub-and-spoke of sorts, with high-volume topics at the center and longer-tail keywords or variations branching out from it. This intent-driven content can explore different facets of the topic through the lens of your buyer’s journey. </span></p>
<p><span style="font-weight: 400;">Matching search intent is one of the most significant ways you can</span> <a href="https://www.toprankblog.com/2023/04/intent-qualified-organic-traffic/" target="_blank" rel="noopener"><span style="font-weight: 400;">capture relevant search traffic</span></a><span style="font-weight: 400;">. </span></p>
<h2><span style="font-weight: 400;">Content quality</span></h2>
<h3><span style="font-weight: 400;">Basic: Shallow coverage and a focus on robots</span></h3>
<p><span style="font-weight: 400;">A basic SEO content strategy emphasizes quantity over quality. Content tends to provide superficial coverage of topics, lacking in-depth research and insights. The primary goal may be to meet a specific word count or number of blog posts per month without necessarily adding substantial value to the reader. </span></p>
<p><span style="font-weight: 400;">Content is often created with the sole purpose of satisfying what you think the search engine robots are looking for. Maybe a robot even wrote it! This can lead to a disconnect between what you’ve created and what users find valuable.</span></p>
<p><span style="font-weight: 400;">Not all content is valuable! Crowding your website with low-quality pages threatens to have a negative effect on your overall search authority and visibility.</span></p>
<h3><span style="font-weight: 400;">Advanced: Comprehensive coverage written for humans </span></h3>
<p><span style="font-weight: 400;">In contrast, advanced content strategy prioritizes quality over quantity. Instead of aiming for a specific word count, the content is meticulously researched and comprehensive in its coverage of topics, regardless of total length. This builds on the concept of topical clusters: by writing thoroughly and clearly on each of the subtopics within a cluster, content strategists ensure they’re fully addressing each topic and providing valuable information to their audiences. </span></p>
<p><span style="font-weight: 400;">Advanced SEO content is also written for people first. In light of</span> <a href="https://developers.google.com/search/docs/appearance/helpful-content-system" target="_blank" rel="noopener"><span style="font-weight: 400;">Google’s 2022 “Helpful Content” update</span></a><span style="font-weight: 400;">, you are more likely to rank well if your content is helpful to the person reading it. Ironically, the best way to give search engines the content they want now is to focus</span> <i><span style="font-weight: 400;">less</span></i> <span style="font-weight: 400;">on what they want—and prioritize your actual audience instead.</span></p>
<h2><span style="font-weight: 400;">Strategic alignment </span></h2>
<h3><span style="font-weight: 400;">Basic: Content and SEO silos</span></h3>
<p><span style="font-weight: 400;">A basic content strategy will often involve treating SEO and content creation as separate entities with minimal collaboration. The content creation process may be informed more by intuition and whims than by data-backed SEO insights. This is often the result of a lack of coordination between the teams responsible for SEO and content, or a lack of resources dedicated to both.</span></p>
<p><span style="font-weight: 400;">In other instances, companies may have a lower-performing strategy as a result of viewing SEO input as a one-time task, focusing on on-page optimization and neglecting the broader strategic alignment with other marketing activities. </span></p>
<h3><span style="font-weight: 400;">Advanced: Strategic, holistic integration</span></h3>
<p><span style="font-weight: 400;">An advanced strategy prioritizes integrating the work of the SEO and content teams into a holistic, always-on marketing approach. Data-backed SEO insights inform the content strategy from the outset, ensuring that content is not only optimized for search engines but also aligned with broader business goals and audience needs.</span></p>
<p><span style="font-weight: 400;">A fully mature SEO content strategy has SEO and content teams collaborate closely, sharing data, insights, and goals. Content creation is guided by a comprehensive understanding of target audiences, keyword research, and overarching marketing strategies. The content serves as a valuable asset in supporting various stages of the customer journey.</span></p>
<p><span style="font-weight: 400;">Because the internet never stops, neither does a best-in-class SEO content strategy. Analytics and reporting for these two functions should be intertwined, enabling SEO insights to continually shape content planning, optimizations, and decision-making.</span></p>
<p><span style="font-weight: 400;">Ready to build an advanced SEO content strategy? Discover everything you need to know in our guide,</span> <b><a href="https://www.toprankblog.com/2024/01/building-seo-strategy/">Building an SEO Strategy in 2024</a>.</b></p>
<p>The post <a href="https://www.toprankblog.com/2024/02/seo-content-strategy-from-basic-to-advanced/">SEO Content Strategy: From Basic to Advanced</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-65965302666849101202024-02-05T05:48:00.001-08:002024-02-05T05:48:52.688-08:00The Growing Importance of Social Media in B2B Marketing<p><span style="font-weight: 400;">From MySpace to Meta, social media has been through more evolutions than a deck of Pokémon. Today’s platforms offer a multimedia-rich ecosystem, ultimately shaping modern digital culture and commerce.</span></p>
<p><span style="font-weight: 400;">Customer behavior has grown in tandem with these platforms as users vote with their views and clicks. People around the world spend an average of nearly</span> <a href="https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/" target="_blank" rel="noopener"><span style="font-weight: 400;">2.5 hours a day</span></a> <span style="font-weight: 400;">on social media, making it the most effective global marketplace for brands who want to offer their customers a more personalized and interactive experience.</span></p>
<p><span style="font-weight: 400;">B2B marketers who wish to optimize their social media spend should first invest in understanding the intrinsic link between these platforms and their users. First, let’s take a look at where B2B social media marketing stands today. </span></p>
<h2><span style="font-weight: 400;">The state of B2B social media marketing</span></h2>
<p><span style="font-weight: 400;">2023 saw a</span> <a href="https://contentmarketinginstitute.com/wp-content/uploads/2022/10/b2b-2023-research-final.pdf" target="_blank" rel="noopener"><span style="font-weight: 400;">20% increase</span></a> <span style="font-weight: 400;">in social media marketing investment by B2B marketers. And even as paid content distribution decreased overall (a drop of 14% from 2022 to 2023), the vast majority (85%) of those dollars went toward paid social media.</span></p>
<p><span style="font-weight: 400;">Perhaps the most compelling statistic we’ve found is from Insider Intelligence, which shows that 60% of B2B marketers named social media as the</span> <a href="https://www.insiderintelligence.com/content/b2b-social-media-marketing" target="_blank" rel="noopener"><span style="font-weight: 400;">most effective channel for driving revenue</span></a><span style="font-weight: 400;">. </span></p>
<p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-36264" src="https://www.toprankblog.com/wp-content/uploads/Social-Media-Is-the-Most-Effective-B2B-Channel-for-Driving-Revenues-in-2023.png" alt="" width="454" height="399" srcset="https://www.toprankblog.com/wp-content/uploads/Social-Media-Is-the-Most-Effective-B2B-Channel-for-Driving-Revenues-in-2023.png 454w, https://www.toprankblog.com/wp-content/uploads/Social-Media-Is-the-Most-Effective-B2B-Channel-for-Driving-Revenues-in-2023-300x264.png 300w" sizes="(max-width: 454px) 100vw, 454px" /></p>
<p><span style="font-weight: 400;">And businesses aren’t just using social media to market their products and services. McKinsey has identified four primary ways in which</span> <a href="https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-social-media" target="_blank" rel="noopener"><span style="font-weight: 400;">brands use social media</span></a><span style="font-weight: 400;">: monitoring, responding, amplifying, and influencing customer behavior.</span></p>
<p><span style="font-weight: 400;">That final point, influencing customer behavior, underscores the importance of social media in B2B marketing. </span></p>
<h2><span style="font-weight: 400;">Understanding B2B customer behavior</span></h2>
<p><span style="font-weight: 400;">Understanding your customers as individuals is crucial for building out an effective B2B social media marketing strategy. Modern buyers crave more than just a transaction; they seek a seamless, personalized experience. This involves:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><b>Multiple channels</b><span style="font-weight: 400;">: Today’s B2B buyers are not just sticking to email or direct sales. They engage with brands through webinars, social media, and even chatbots. </span></li>
<li style="font-weight: 400;" aria-level="1"><b>Convenience</b><span style="font-weight: 400;">: Time is money. Features like one-click reordering, quick customer support, and easily navigable platforms can make or break a deal.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Personalization</b><span style="font-weight: 400;">: Customization is key. From tailored email marketing to curated product suggestions, giving buyers what they specifically need keeps your brand top of mind.</span></li>
</ul>
<h3><span style="font-weight: 400;">How social media can influence customer behavior</span></h3>
<p><span style="font-weight: 400;">Influencing buyer behavior hinges on crafting a well-rounded strategy that integrates content and engagement. Your content should be informative, insightful, and relevant to the pain points and needs of your target buyers. It serves as the foundation upon which you establish yourself as a trusted resource and thought leader in your industry.</span></p>
<p><span style="font-weight: 400;">But content alone is not enough. Engagement is essential to gaining mindshare and building relationships with your audience. This involves actively listening to them, responding to their questions, and participating in conversations. It’s how you humanize your brand, making it relatable and approachable. </span></p>
<h3><span style="font-weight: 400;">Customers reward an omnichannel strategy</span></h3>
<p><span style="font-weight: 400;">Data increasingly supports the adoption of omnichannel strategies in B2B. This doesn’t mean just being present on multiple platforms, but integrating them for a unified customer experience. </span></p>
<p><span style="font-weight: 400;">A recent</span> <a href="https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-multiplier-effect-how-b2b-winners-grow" target="_blank" rel="noopener"><span style="font-weight: 400;">study by McKinsey</span></a> <span style="font-weight: 400;">found that “B2B companies that provide the best omnichannel experience are improving their market share by at least 10 percent annually.” It’s a clear indicator that adapting to modern buyer behavior is not just a good idea; it’s essential for sustained success.</span></p>
<h2><span style="font-weight: 400;">Social media: A key touchpoint in B2B marketing</span></h2>
<p><span style="font-weight: 400;">Online communities offer more than just a platform for ad placement. They enable opportunities to connect with your customers through sharing thought leadership and other compelling content, which in turn drive highly targeted traffic back to your website. </span></p>
<p><span style="font-weight: 400;">The benefits don’t stop at content distribution. These platforms are where people go to talk, offering a wealth of insights into your target audience’s needs, challenges, and interests. Actively participating in these conversations not only enhances your brand’s credibility but also serves as a rich source of market intelligence.</span></p>
<p><span style="font-weight: 400;">Your audience sees social media as a great source of intelligence as well. McKinsey has found that B2B buyers lean heavily on social media as a source of brand and product information. </span></p>
<p><img decoding="async" class="aligncenter size-full wp-image-36263" src="https://www.toprankblog.com/wp-content/uploads/More-B2B-Buyers-Are-Using-Social-Media-to-Evaluate-Suppliers.png" alt="" width="514" height="333" srcset="https://www.toprankblog.com/wp-content/uploads/More-B2B-Buyers-Are-Using-Social-Media-to-Evaluate-Suppliers.png 514w, https://www.toprankblog.com/wp-content/uploads/More-B2B-Buyers-Are-Using-Social-Media-to-Evaluate-Suppliers-300x194.png 300w" sizes="(max-width: 514px) 100vw, 514px" /></p>
<h2><span style="font-weight: 400;">What’s next for B2B social media marketing</span></h2>
<p><span style="font-weight: 400;">The future of B2B marketing is increasingly intertwined with strategic investments in social media. With advances in data analytics tools, the ability to pinpoint the ROI of social media efforts has never been more accurate. Social media is no longer a “nice to have” component of your overall B2B strategy. It’s vital to ensure that your social media efforts align with and amplify other elements of your marketing mix.</span></p>
<p><span style="font-weight: 400;">Looking ahead, several trends are poised to shape B2B social media marketing. Video content, particularly live-streaming, will continue to gain traction. Expect to see more companies leveraging live video for Q&A sessions, product launches, and webinars. AI and automation will play a more significant role as well, offering advanced levels of personalization and customer journey mapping. </span></p>
<p><span style="font-weight: 400;">In short, the future holds ample opportunities for those willing to adapt and innovate in their social media strategies. Being proactive, rather than reactive, will help you gain that competitive edge.</span></p>
<p><span style="font-weight: 400;">Learn more about how TopRank Marketing can help you develop a B2B <a href="https://www.toprankmarketing.com/solutions/social-media-marketing/">social media marketing strategy</a> that grows your business. </span></p>
<p>The post <a href="https://www.toprankblog.com/2024/01/the-growing-importance-of-social-media-in-b2b-marketing/">The Growing Importance of Social Media in B2B Marketing</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-83969666738505768842024-01-31T04:49:00.001-08:002024-01-31T04:49:05.292-08:00What’s Involved in a Technical SEO Audit?<p><span style="font-weight: 400;">Search engines are getting far better at figuring out and matching a searcher’s intent. That means that a big part of search engine optimization (SEO) is writing great content that meets the search intent for specific terms.</span></p>
<p><span style="font-weight: 400;">Great content isn’t the only factor, though. Search algorithms are still algorithms, not people. If your stellar content doesn’t meet the technical specifications the algorithm is looking for, it will get outranked (yes, even by less impressive content with impeccable technical optimization).</span></p>
<p><b>Technical SEO</b> <span style="font-weight: 400;">is the key to ensure your website is making a good first impression with Google, Bing and the rest of the pack. </span></p>
<h2><strong>How to conduct a technical SEO audit</strong></h2>
<p><span style="font-weight: 400;">We’ve already covered why a general</span> <a href="https://www.toprankblog.com/2023/10/what-is-seo-audit-what-can-you-learn/" target="_blank" rel="noopener"><span style="font-weight: 400;">SEO audit</span></a> <span style="font-weight: 400;">is so valuable to content marketing. Now let’s focus on how to fine-tune your site on the technical side. </span></p>
<h3><span style="font-weight: 400;">What is technical SEO?</span></h3>
<p><span style="font-weight: 400;">Technical SEO is the practice of optimizing a website for search engine crawlers. It means making sure the site is both visible and comprehensible to the algorithms that determine rankings.</span></p>
<h3><span style="font-weight: 400;">1. Crawl your site to identify issues</span></h3>
<p><span style="font-weight: 400;">A manual, page-by-page audit might work if your site only has a few pages. For most sites, however, you’ll want to start with a crawling tool. These software tools give your site a thorough check-up, examining every page to identify common problems. </span></p>
<p><b>Choose a crawling tool:</b></p>
<p><span style="font-weight: 400;">Start by selecting the tool that feels most intuitive and best suits your needs. Some common options include</span> <a href="https://www.semrush.com/" target="_blank" rel="noopener"><span style="font-weight: 400;">Semrush</span></a><span style="font-weight: 400;">,</span> <a href="https://moz.com/" target="_blank" rel="noopener"><span style="font-weight: 400;">Moz</span></a><span style="font-weight: 400;">, and</span> <a href="https://search.google.com/search-console/about" target="_blank" rel="noopener"><span style="font-weight: 400;">Google Search Console</span></a> <span style="font-weight: 400;">(which has less functionality but is free to use). </span></p>
<p><b>Initiate the crawling process:</b></p>
<p><span style="font-weight: 400;">When you run the site crawler on your site, it will systematically navigate through your pages to uncover details about your site’s architecture, URLs, metadata and more. Look for any error or warning messages that may surface during this crawl.</span></p>
<p><b>Review the data:</b></p>
<p><span style="font-weight: 400;">Once the scan is complete, review the data. Most tools will give you an overall SEO health rating, as well as identify issues like broken links, duplicate content, or missing meta tags. These insights serve as a roadmap for addressing and improving your site’s overall health.</span></p>
<p><span style="font-weight: 400;">By crawling your site, you’re shining a light on areas that might need attention. In the next few sections, we’ll look at some specific common problems and fixes.</span></p>
<h3><span style="font-weight: 400;">2. Optimize URLs</span></h3>
<p><span style="font-weight: 400;">Your web addresses help guide users and bots alike through your site. Here’s how to make sure your pages are hitting the basic requirements to appear and rank in the search engine results page (SERP).</span></p>
<p><b>Indexing:</b></p>
<p><span style="font-weight: 400;">Confirm that your important pages are indexable. This means that search engines have permission to include it in their databases and are actively crawling the content. Use meta tags or directives to control which pages should be indexed and which should not.</span></p>
<p><b>Robots.txt:</b></p>
<p><span style="font-weight: 400;">Robots.txt is a text file that webmasters create to instruct web robots on how to crawl and index pages on their website. This file is placed at the root of a website and contains directives for which areas of the site should and should not be crawled and indexed. Make sure your public-facing content is not blocked by your robots.txt file.</span></p>
<p><b>Internal links and navigation:</b></p>
<p><span style="font-weight: 400;">An “orphan” page is one with no navigation or links to it — the only way to find it is to type in the URL directly. Search engines are less likely to serve up orphan pages, so make sure each page is discoverable through clear navigation within your site. </span></p>
<p><b>Proper canonical tags:</b></p>
<p><span style="font-weight: 400;">Canonical tags help prevent duplicate content issues by specifying the preferred version of a page. Confirm that canonical tags are appropriately implemented, guiding search engines to the primary version of your content. </span></p>
<h3><span style="font-weight: 400;">3. Optimize your sitemap</span></h3>
<p><span style="font-weight: 400;">Like any map, the purpose of your sitemap is to guide someone (or some bot) through your content. Optimizing your sitemap ensures that search engines can efficiently explore and understand the structure of your site. </span></p>
<p><b>Define your sitemap in robots.txt:</b></p>
<p><span style="font-weight: 400;">This step helps search engine crawlers locate and access your sitemap most efficiently. Defining the map in robots.txt ensures that search engines prioritize crawling and indexing the right pages.</span></p>
<p><b>Submit your sitemap file:</b></p>
<p><span style="font-weight: 400;">Defining your sitemap is the first step, but for search engines to use it, it needs to be manually submitted. Each search engine has its own way to submit the file, such as Google Search Console. This proactive step informs search engines about the existence of your sitemap and accelerates the indexing process.</span></p>
<p><b>Include images and video in the sitemap: </b></p>
<p><span style="font-weight: 400;">Ensure that multimedia content is not overlooked during the crawling process by delineating images and video in your map. Provide detailed information about images and videos to enhance their visibility.</span></p>
<h3><span style="font-weight: 400;">4. Complete your metadata</span></h3>
<p><span style="font-weight: 400;">Metadata helps search engines understand your content, so they can better recommend it to the right searchers. Check each of these features to make sure they’re optimized:</span></p>
<p><b>Title Tag:</b></p>
<p><span style="font-weight: 400;">Title tags serve as the first impression in search results, influencing click-through rates. Ensure they accurately reflect the content and include relevant keywords in the first 60 characters.</span></p>
<p><b>Title (H1):</b></p>
<p><span style="font-weight: 400;">These on-page titles should set up the topic or theme the page will cover, and should be optimized more for the reader than the search engine. It’s best to use only one H1 tag per page. </span></p>
<p><b>Unique Meta Description:</b></p>
<p><span style="font-weight: 400;">Meta descriptions aren’t directly related to ranking, but they do help people choose which link to click on the SERP. A well-written meta description increases your click-through rate, which signals the search engine that your content matches the query.</span></p>
<p><b>Social Metadata and Open Graph:</b></p>
<p><span style="font-weight: 400;">Integrate social metadata, including Open Graph tags for platforms like Facebook and Twitter/X. This enhances how your content appears when shared on social media, improving its visual appeal and clickability.</span></p>
<p><b>Language and Location:</b></p>
<p><span style="font-weight: 400;">If your content is localized, make sure to specify the language and geographical targeting in your meta tags. This information helps search engines match your content to the right global users. </span></p>
<h3><span style="font-weight: 400;">5. Use structured markup for more SERP possibilities</span></h3>
<p><span style="font-weight: 400;">Structured markup, also known as</span> <a href="https://www.semrush.com/blog/schema-markup/" target="_blank" rel="noopener"><span style="font-weight: 400;">schema markup</span></a><span style="font-weight: 400;">, makes content more understandable for search engines. With schema in place, your site can appear in “position zero” features like rich snippets and answer boxes. </span></p>
<p><b>Identify content types:</b></p>
<p><span style="font-weight: 400;">Use schema markup for different content types, such as articles, recipes, events, and products.</span></p>
<p><b>Highlight specific types of information:</b></p>
<p><span style="font-weight: 400;">Include relevant structured data elements, like ratings, prices, dates, and author information.</span></p>
<p><b>Update makeup regularly</b></p>
<p><span style="font-weight: 400;">Keep the markup accurate and up-to-date to ensure search engines display the most relevant information in rich snippets.</span></p>
<h3><span style="font-weight: 400;">6. Enhance your content</span></h3>
<p><span style="font-weight: 400;">A technical SEO audit is primarily about the elements that help search engines find your content, not the content itself. But these simple fixes can increase your content’s visibility as well as its user-friendliness.</span></p>
<p><b>Minimize duplication:</b></p>
<p><span style="font-weight: 400;">Duplicate content can confuse search engines and dilute the visibility of your pages. Regularly check for and address any instances of duplicate content. If you need to have multiple versions of the same content, use the canonical tag to prioritize one.</span></p>
<p><b>Organize with HTML tags:</b></p>
<p><span style="font-weight: 400;">Structure your content with HTML tags for headings, subheadings, and paragraphs. For example, this post has a single H1 tag for the title, then an H2 for the broad topic, H3 for subheaders, and bolding for sub-subheaders. All of this makes your content more skimmable for users, and also helps search engines understand the hierarchy and importance of your content.</span></p>
<p><b>Use keywords (reasonably):</b></p>
<p><span style="font-weight: 400;">The days of keyword stuffing are long gone, but integrating relevant keywords naturally into content is still a good idea. It’s good to make sure each page has enough keyword usage to tell the search engine what intent you’re writing for.</span><span style="font-weight: 400;"><br /></span></p>
<p><b>Clear authorship:</b></p>
<p><span style="font-weight: 400;">Authorship is about establishing authority. If Google can see your content was written by an expert on the subject matter, it’s more likely to rank than content with an anonymous or corporate author. </span></p>
<p><b>Publish date:</b></p>
<p><span style="font-weight: 400;">Search engines want to serve up fresh content, especially for timely or news-related queries. Users want to see that the content is recent and relevant, too, so it’s important to display the publication date of your content. </span></p>
<p><b>Optimize images and video:</b></p>
<p><span style="font-weight: 400;">This step is important for both user accessibility and search engine visibility. Ensure that images and videos have descriptive file names, alt text, and attributes. Also keep in mind that search engines can’t “see” images or video (yet). If you have content in a video or image that is relevant for SEO, make sure you reproduce it in plain text elsewhere.</span></p>
<p><span style="font-weight: 400;">Note that using too much multimedia, or using numerous large high-res images, can negatively impact site load speed, which is an important technical SEO factor.</span></p>
<h3><span style="font-weight: 400;">7. Check your security and backlink reputation</span></h3>
<p><span style="font-weight: 400;">Finally, it’s important to make sure your site proves itself trustworthy, safe and reputable. </span></p>
<p><b>Check for relevant backlinks:</b></p>
<p><span style="font-weight: 400;">For each page, make sure to evaluate the quality and relevance of your backlinks. High-quality content should earn links from reputable and authoritative sources within your industry. Think quality over quantity.</span></p>
<p><b>Make sure backlinks are reputable:</b></p>
<p><span style="font-weight: 400;">Disavow any links from questionable or low-relevance sites. These may negatively impact your site’s credibility. On the other side, check your disavow file to make sure you’re not disavowing good links. Only include links that might harm your site’s SEO.</span></p>
<p><b>HTTPS is not optional:</b></p>
<p><span style="font-weight: 400;">The major search engines, and even most browsers, have gone from warning about insecure links to outright blocking access. As such, a secure connection with HTTPS is now the cost of entry for any content. Make sure your</span> <a href="https://blog.hubspot.com/marketing/what-is-ssl" target="_blank" rel="noopener"><span style="font-weight: 400;">SSL certificate</span></a> <span style="font-weight: 400;">is active and current.</span></p>
<h2><span style="font-weight: 400;">Audit, optimize, repeat</span></h2>
<p><span style="font-weight: 400;">Technical SEO may not be as fun or flashy as the art of creating amazing content. But it’s an essential part of getting your great content in front of the right people. While marketers should always be writing for humans, we should also be optimizing for the bots.</span></p>
<p> </p>
<p><span style="font-weight: 400;">Ready to get started? Get your</span> <a href="https://www.toprankmarketing.com/solutions/search-engine-optimization-seo/"><b>free SEO report card</b></a> <span style="font-weight: 400;">today.</span></p>
<p>The post <a href="https://www.toprankblog.com/2024/01/whats-involved-in-a-technical-seo-audit/">What’s Involved in a Technical SEO Audit?</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-66843580325994065472024-01-29T04:48:00.001-08:002024-01-29T04:48:28.100-08:00Building an SEO Strategy in 2024<p><span style="font-weight: 400;">Algorithms. Always-on strategies. Artificial intelligence. The arena of search engine optimization is being transformed by a vast array of different forces – and we’re still only at the top of the alphabet.</span></p>
<p><span style="font-weight: 400;">For business leaders and marketers, attempting to keep pace in this environment is challenging, but highly rewarding. While the emergence of AI and evolving user habits are certainly reshaping the future of search, organic SEO remains a fixture for digital growth, now and going forward.</span></p>
<p><span style="font-weight: 400;">Our guide to building an SEO strategy in 2024 will help you tie modern best practices into the enduring fundamentals of the craft.</span></p>
<h2>What is an SEO strategy?</h2>
<p><span style="font-weight: 400;">SEO strategy is a cornerstone of digital marketing. It is the framework that guides your approach to gaining visibility in search engine results pages (SERPs) for terms valuable to your business. </span></p>
<p><span style="font-weight: 400;">Strategic SEO efforts lead to a sustainable and cost-efficient flow of organic traffic, bringing relevant people to your website or landing pages. As third-party tracking cookies fade out and paid media rates rise, organic SEO is an increasing priority for marketing leaders who want to foster long-term growth with limited budgets.</span></p>
<h2>Key pillars of an SEO strategy</h2>
<p><span style="font-weight: 400;">Certain components that would have appeared on this list a decade or two ago have disappeared, as Google has evolved its search algorithm to be driven by user engagement rather than traditional ranking signals. “</span><a href="https://www.searchenginejournal.com/ranking-factors/keyword-stuffing/" target="_blank" rel="noopener"><span style="font-weight: 400;">Keyword stuffing</span></a><span style="font-weight: 400;">” is a thing of the past – the only way to rank for competitive terms is through quality content that delivers on search intent.</span></p>
<p><span style="font-weight: 400;">With that said, there is a model that B2B marketers can use to reliably drive SEO success when aided by quality data and expertise. Build around these six SEO pillars:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Keyword research</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">SEO content</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Technical SEO</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Link building</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Maintenance and optimization</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Reporting and analysis</span></li>
</ul>
<h3><span style="font-weight: 400;">Keyword research</span></h3>
<p><span style="font-weight: 400;">It all starts here. Keyword research forms the basis of SEO strategy, identifying the terms and phrases that your brand will aim to show up for. These are the questions your future customers are asking; the problems they’re trying to solve. </span></p>
<p><span style="font-weight: 400;">At TopRank Marketing, we take an</span> <a href="https://www.toprankblog.com/2023/03/search-intent-and-why-its-fundamental-to-seo/"><span style="font-weight: 400;">intent-driven approach to keyword research</span></a><span style="font-weight: 400;">, developing topical maps that help brands address the breadth of needs and curiosities for buyers at various stages.</span></p>
<h3><span style="font-weight: 400;">SEO content</span></h3>
<p><span style="font-weight: 400;">Content is the fuel that makes an SEO strategy run. SEO content marketing refers to the creation and optimization of web content designed to resonate with both humans and search engines. </span></p>
<h3><span style="font-weight: 400;">Technical SEO</span></h3>
<p><span style="font-weight: 400;">Although marketers can no longer “game the system” by stuffing keywords or harvesting low-quality backlinks, there are still technical elements that must be addressed to ensure your SEO content performs. These include page load speed, crawlability, mobile-friendliness and more. </span></p>
<h3><span style="font-weight: 400;">Link building</span></h3>
<p><span style="font-weight: 400;">The practice of link building is generally associated with backlinks, which serve as powerful indicators of credibility and authority for search engines. But internal linking is also critical for helping crawlers properly understand the topical organization and focus of your website.</span></p>
<h3><span style="font-weight: 400;">Maintenance and optimization</span></h3>
<p><span style="font-weight: 400;">Things change fast in the business world. That’s why it’s important to keep key SEO-focused content on your website updated regularly. Google appreciates refreshed, timely content because users do. Marketers can also use data to optimize, redirect or consolidate existing pages. </span></p>
<h3><span style="font-weight: 400;">Reporting and analysis</span></h3>
<p><span style="font-weight: 400;">In-depth reporting is a vital component of any digital marketing strategy, and SEO is no different. Tracking organic search trends, keyword rankings, website engagement metrics and other factors will help you ensure your SEO strategy is on track and delivering results you can share across the organization.</span></p>
<h2>How to build an SEO strategy in 8 steps</h2>
<p><span style="font-weight: 400;">You can find a more extensive exploration of the steps involved with creating a B2B SEO strategy in our full guide, but here’s a quick summary of eight steps that will get you started down the path to success:</span></p>
<ol>
<li style="font-weight: 400;" aria-level="1"><b>Set Clear Goals and KPIs:</b> <span style="font-weight: 400;">Define specific goals for your SEO strategy and align them with measurable KPIs like organic traffic, click-through rates, keyword rankings, and conversions.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Conduct Comprehensive SEO Research:</b> <span style="font-weight: 400;">Dive into keyword research, audience analysis, and competitive research to lay a strong foundation for your strategy.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Perform an SEO Audit:</b> <span style="font-weight: 400;">Evaluate your website’s current SEO status to identify strengths, weaknesses, and opportunities for improvement.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Develop an SEO Content Strategy:</b> <span style="font-weight: 400;">Align content planning with SEO goals, focusing on high-quality, relevant content organized by key solution-related topics.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Execute On-Page and Technical Optimizations:</b> <span style="font-weight: 400;">Optimize content with semantic keywords, headers, and technical aspects like page speed and schema markups to enhance search engine visibility.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Implement a Link-Building Strategy:</b> <span style="font-weight: 400;">Acquire backlinks from authoritative sources and utilize internal linking to boost content rankings.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>Continuous Measurement and Analytics:</b> <span style="font-weight: 400;">Stay vigilant, monitor trends, and adapt strategies based on evolving search algorithms and user behaviors.</span></li>
<li style="font-weight: 400;" aria-level="1"><b>SEO Reporting:</b> <span style="font-weight: 400;">Showcase the impact of your SEO efforts across the organization to drive alignment and continued investment.</span></li>
</ol>
<p><i><span style="font-weight: 400;">Learn more on our blog:</span></i> <a href="https://www.toprankblog.com/2023/11/how-to-measure-seo-value/" target="_blank" rel="noopener"><i><span style="font-weight: 400;">How to Measure the Value of SEO</span></i></a><i><span style="font-weight: 400;"> </span></i></p>
<h2>How should SEO trends affect my strategy in 2024?</h2>
<p><span style="font-weight: 400;">Here’s a quick overview of the most significant trends affecting the SEO landscape, and how agile marketers should be accounting for them in their strategies this year.</span></p>
<h3><span style="font-weight: 400;">Artificial intelligence and SGE</span></h3>
<p><span style="font-weight: 400;">AI is without question the most disruptive force in SEO, as in many other areas of marketing and business. If you’ve been running searches online in recent months, you’ve likely noticed some of the AI functionality being introduced on platforms. Google, for example, has been rolling out its</span> <a href="https://blog.google/products/search/generative-ai-search/" target="_blank" rel="noopener"><span style="font-weight: 400;">Search Generative Experience</span></a> <span style="font-weight: 400;">(SGE), which uses the technology to summarize results, helping searchers find what they’re looking for more efficiently and intuitively. </span></p>
<p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-36248" src="https://www.toprankblog.com/wp-content/uploads/IOM_BryceCanyon_Desktop_Launch.width-1000.format-webp.webp" alt="User asking SGE to evaluate two national parks that are best for young kids and a dog" width="1000" height="742" srcset="https://www.toprankblog.com/wp-content/uploads/IOM_BryceCanyon_Desktop_Launch.width-1000.format-webp.webp 1000w, https://www.toprankblog.com/wp-content/uploads/IOM_BryceCanyon_Desktop_Launch.width-1000.format-webp-300x223.webp 300w, https://www.toprankblog.com/wp-content/uploads/IOM_BryceCanyon_Desktop_Launch.width-1000.format-webp-768x570.webp 768w" sizes="(max-width: 1000px) 100vw, 1000px" /></p>
<p style="text-align: center;"><span style="font-weight: 400;">(</span><a href="https://blog.google/products/search/generative-ai-search/" target="_blank" rel="noopener"><span style="font-weight: 400;">source</span></a><span style="font-weight: 400;">)</span></p>
<p><span style="font-weight: 400;">There’s no doubt that AI tools like these will have a progressive impact on search behaviors and web traffic. As a</span> <a href="https://www.reuters.com/technology/google-pushes-deeper-into-ai-publishers-see-fresh-challenges-2023-10-19/" target="_blank" rel="noopener"><span style="font-weight: 400;">2023 news article in Reuters shared</span></a><span style="font-weight: 400;">, “The design for SGE has pushed the links that appear in traditional search further down the page, with potential to reduce traffic to those links by as much as 40%, according to an executive at one of the publishers.”</span></p>
<p><span style="font-weight: 400;">Insights like that are understandably making digital marketers and brands apprehensive. However, it should be noted that Google openly remains focused on driving traffic to publishing websites: “As we bring generative AI into Search, we’re continuing to prioritize approaches that send valuable traffic to a wide range of creators, including news publishers, to support a healthy, open web,” said a spokesperson.</span></p>
<p><span style="font-weight: 400;">Also, this is very much a work in progress: “Any estimates about specific traffic impacts are speculative and not representative, as what you see today in SGE may look quite different from what ultimately launches more broadly in Search,” according to Google.</span></p>
<p><span style="font-weight: 400;">In other words, don’t make any rash or dramatic decisions about your SEO strategy based on what we’re seeing thus far. As of 2023, Google was</span> <a href="https://seo.ai/blog/how-many-people-use-google" target="_blank" rel="noopener"><span style="font-weight: 400;">still reportedly processing</span></a> <span style="font-weight: 400;">roughly 8.5 billion searches per day. With results being pushed down the page, one could surmise that higher organic rankings will become even critical. </span></p>
<h3><span style="font-weight: 400;">Core algorithm updates</span></h3>
<p><span style="font-weight: 400;">Everyone in the field of SEO recognizes that Google’s constantly evolving algorithm presents challenges in terms of understanding what to prioritize. The good news for B2B marketers is that these updates are almost always designed to improve the quality and relevance of results. If your brand is creating great content that delivers what your audience wants and needs, you’re going to be in good shape.</span></p>
<p><span style="font-weight: 400;">We covered the</span> <a href="https://www.toprankblog.com/2024/01/google-algorithm-update/"><span style="font-weight: 400;">most recent core algorithm update</span></a> <span style="font-weight: 400;">(November 2023) on our blog, noting that its goal was to “enhance search quality and reduce the prevalence of low-quality, spammy content in search results.” You can find more details about the specific impact on that update in the post. Stay tuned to our blog for future search algorithm developments.</span></p>
<h3><span style="font-weight: 400;">Growing emphasis on human, expert content</span></h3>
<p><span style="font-weight: 400;">In the age of AI, search engines are placing an even greater emphasis on human-created content informed by genuine expertise. This is especially crucial in the B2B marketing space, where solutions are complex and trust is of the essence. </span></p>
<p><span style="font-weight: 400;">“We’ll likely see updates to boost content created by humans and experts,” predicted international SEO expert Aleyda Solis in Moz’s</span> <a href="https://moz.com/blog/2024-seo-content-predictions" target="_blank" rel="noopener"><span style="font-weight: 400;">roundup of 2024 SEO content predictions</span></a><span style="font-weight: 400;">. “This shift is a response to the growing use of AI-generated content. Also, Google might introduce new tools encouraging user-generated content (UGC) and social interactions. This move could attempt to reclaim the audience drawn to platforms like TikTok.”</span></p>
<p><span style="font-weight: 400;">Put the humanity of your content at the forefront. Adhere to</span> <a href="https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t" target="_blank" rel="noopener"><span style="font-weight: 400;">E-E-A-T principles</span></a> <span style="font-weight: 400;">by featuring content that brings forth the experience and topical authority of your team. Address authentic challenges and pain points for your audience. Feature author bylines to help readers quickly verify the content was written by an actual person.</span></p>
<h2><span style="font-weight: 400;">Set your SEO strategy up for success in 2024</span></h2>
<p><span style="font-weight: 400;">As much as the world of SEO is in flux, the fundamentals remain the same: by creating stellar content that provides a great experience for your audience, your brand will be more likely to rank and gain visibility in Google results, driving high-quality unpaid traffic to your website.</span></p>
<p><span style="font-weight: 400;">Make sure your SEO strategy is built for success and equipped with the right talent to execute. Learn more about</span> <a href="https://www.toprankmarketing.com/solutions/search-engine-optimization-seo/"><span style="font-weight: 400;">TopRank Marketing’s SEO services</span></a><span style="font-weight: 400;">.</span></p>
<p>The post <a href="https://www.toprankblog.com/2024/01/building-seo-strategy/">Building an SEO Strategy in 2024</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-39707755761904955172024-01-24T05:48:00.001-08:002024-01-24T05:48:18.773-08:00How to Measure B2B Influencer Marketing ROI<p><span style="font-weight: 400;">Are you feeling the pressure to prove your marketing team’s ROI? If so, you’re in good company.</span></p>
<p><span style="font-weight: 400;">In our</span> <a href="https://www.toprankmarketing.com/guide/b2b-influencer-marketing-research-report/" target="_blank" rel="noopener"><span style="font-weight: 400;">2023 B2B Influencer Marketing Report</span></a><span style="font-weight: 400;">, 93% of the marketers we surveyed said they’re being pushed to prove their ROI. Of them, nearly a quarter reported a “significant increase” in pressure.</span></p>
<p><span style="font-weight: 400;">The good news is that we marketers have more tools than ever to measure our success.</span></p>
<p><span style="font-weight: 400;">The bad news is that</span> <b>50%</b> <span style="font-weight: 400;">of our respondents aren’t doing it.</span></p>
<p><span style="font-weight: 400;">Let’s dig into how you can track and demonstrate the true value of your B2B influencer marketing.</span></p>
<h2><strong>How to prove B2B influencer marketing ROI</strong></h2>
<p><span style="font-weight: 400;">The right place to plan your measurement strategy is at the</span> <i><span style="font-weight: 400;">beginning</span></i> <span style="font-weight: 400;">of an influencer campaign, not the end. Here’s how you can build a solid structure for measurement and measure top, middle and bottom of funnel objectives.</span></p>
<h3><strong>Build measurement into your strategy</strong></h3>
<p><span style="font-weight: 400;">Marketers have plenty of tools to measure an influencer’s effectiveness. What you measure depends on what type of campaign you’re running.</span></p>
<p><b>Tailor measurement to the campaign</b></p>
<p><span style="font-weight: 400;">For social-first campaigns, you’ll want to measure engagements on the influencer content. That means likes, shares and comments. This process is (unfortunately) manual on LinkedIn, where most B2B social first campaigns will reside. But it’s still possible to keep track of influencer posts and tally up their engagements.</span></p>
<p><span style="font-weight: 400;">For campaigns driving to an asset on your site, there are two strategies to try:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Create</span> <b>tracking URLs</b> <span style="font-weight: 400;">for each influencer. That way you can easily see who is driving the most traffic.</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Create</span> <b>unique landing pages</b> <span style="font-weight: 400;">for each influencer. This is a little more labor-intensive, but gives you a chance to customize the landing page for each influencer’s target audience.</span></li>
</ul>
<p><b>Set benchmarks</b></p>
<p><span style="font-weight: 400;">In order to show the effectiveness of an influencer campaign, you need to compare it with your non-influencer efforts. Make sure to include benchmarks on reach, engagement, and conversion in your strategy.</span></p>
<p><b>Make it official</b></p>
<p><span style="font-weight: 400;">Whatever KPIs you choose, it’s important that your influencers know exactly what they’ll be evaluated on. </span></p>
<p><span style="font-weight: 400;">In the old days of informal influencer marketing, it might be enough to state expectations verbally or in an email. As the practice becomes more strategic, and as influencers expect financial compensation, measurement needs to be more formal. Agree on KPIs and benchmarks and make them part of each influencer’s contract.</span></p>
<h3><strong>Top of funnel metrics</strong></h3>
<p><span style="font-weight: 400;">To measure how influencers are driving awareness and brand interaction, use these metrics:</span></p>
<p><b>Potential Reach</b></p>
<p><span style="font-weight: 400;">This is a rough estimate of how many people your influencers can get your message in front of. It’s not a guaranteed indicator of your</span> <i><span style="font-weight: 400;">actual</span></i> <span style="font-weight: 400;">audience—that depends on the whims of social media algorithms. But it’s a good starting place to show the extent of your influencers’ networks.</span></p>
<p><b>Engagement</b></p>
<p><span style="font-weight: 400;">Tracking how many likes, shares and comments each influencer earns can both prove the effectiveness of your campaign and help optimize future campaigns. You can focus your budget and resources on the most effective influencers and identify others like them for next time.</span></p>
<p><b>Share of voice</b></p>
<p><span style="font-weight: 400;">This metric indicates how much your brand is visible in the social media conversation on a particular topic. HubSpot has an</span> <a href="https://blog.hubspot.com/marketing/share-of-voice" target="_blank" rel="noopener"><span style="font-weight: 400;">excellent guide on how to measure share of voice</span></a><span style="font-weight: 400;">—well worth the read.</span></p>
<h3><strong>Mid funnel metrics</strong></h3>
<p><span style="font-weight: 400;">In this stage, you’re measuring not just how well your influencers capture attention, but also how effective they are at moving traffic off social to your site.</span></p>
<p><b>Traffic to website</b></p>
<p><span style="font-weight: 400;">This is the starting point for mid-funnel customer journeys. Clicking to your site is a meaningful action, and it’s important to know which influencers are inspiring those clicks. Tracked URLs or custom landing pages make it easy to see who’s doing the heavy lifting.</span></p>
<p><b>Time on page/site journey/bounce rate</b></p>
<p><span style="font-weight: 400;">What are these new folks doing once they arrive at your site? Do they bounce off the landing page, or spend some time exploring? Do they click to other pages or are they one-and-done? These metrics will show how effective your content is at building ongoing interest.</span></p>
<h3><strong>Bottom of funnel metrics</strong></h3>
<p><span style="font-weight: 400;">Here’s where you can most clearly demonstrate the ROI of your campaign. While you can convert upper-funnel metrics into dollars and cents, you can prove the value of bottom-funnel activity in far fewer steps.</span></p>
<p><b>Conversion to MQL</b></p>
<p><span style="font-weight: 400;">A marketing-qualified lead is anyone who has filled out a form with valid personal information. It’s easy to track who is filling out the forms and how many you have—just make sure to give each influencer a unique identifier. That way, you can see who is driving the most conversions.</span></p>
<p><b>MQL to SQL</b></p>
<p><span style="font-weight: 400;">The final test for ROI: How well are your leads converting to sales-qualified leads? Are your influencers reaching the right audience and preparing them for a conversion? With this measurement built into your strategy, you can adjust your targeting if sales isn’t finding value in your leads.</span></p>
<h3><strong>Measure, optimize, repeat</strong></h3>
<p><span style="font-weight: 400;">There you have it: A throughline for proving the effectiveness of your influencer marketing all the way from awareness to conversion. These metrics can help you show the true value of the work you’re doing, and can help you hone in on the most effective influencers for your target audience.</span></p>
<p><span style="font-weight: 400;">Ready to kick off (or level up) your influencer marketing?</span> <a href="https://www.toprankmarketing.com/solutions/influencer-marketing/" target="_blank" rel="noopener"><span style="font-weight: 400;">Contact us today</span></a><span style="font-weight: 400;">.</span></p>
<p>The post <a href="https://www.toprankblog.com/2024/01/how-to-measure-b2b-influencer-marketing-roi/">How to Measure B2B Influencer Marketing ROI</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-76777137447269911652024-01-22T05:48:00.001-08:002024-01-22T05:48:44.867-08:00What to Look For in an SEO Analysis of a Website<p><span style="font-weight: 400;">Conducting a thorough SEO analysis of a website provides much more than a list of keywords. An in-depth examination of your SEO strategy helps enhance every aspect of your brand’s marketing. It provides deep insights into what your ideal audience is looking for, and how you can provide it to them in a way they’ll notice.</span></p>
<p><span style="font-weight: 400;">To do that, SEO analysis has to go deeper than surface-level results. It has to carefully study the competition’s SEO strategies, the audience’s intent, and more. The next time you decide you need an SEO analysis of your website, look for a team of experts who can provide each of the following key steps: </span></p>
<h2><strong>An audit of your current SEO</strong></h2>
<p><span style="font-weight: 400;">An audit is the</span> <a href="https://www.toprankblog.com/2023/10/what-is-seo-audit-what-can-you-learn/" target="_blank" rel="noopener"><span style="font-weight: 400;">first step of any SEO analysis</span></a> <span style="font-weight: 400;">of a website. It’s a process that can be aided by some</span> <a href="https://blog.hubspot.com/marketing/seo-analysis-tools" target="_blank" rel="noopener"><span style="font-weight: 400;">SEO tools that are available for free online</span></a><span style="font-weight: 400;">. </span></p>
<p><span style="font-weight: 400;">An SEO audit provides a comprehensive overview of the current health of your on-site SEO. Auditing tools accomplish this by crawling your website and checking a combination of different content, on-page, and technical qualities that affect SEO against known best practices.</span></p>
<p><span style="font-weight: 400;">A few of the most common parameters evaluated during SEO audits include:</span><span style="font-weight: 400;"><br /></span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Technical SEO (such as page speed, mobile friendliness, crawlability, etc.)</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Meta information (titles, descriptions, image tags, etc.)</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Page and URL structure</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Link structure (redirects, back and crosslinks, etc.)</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Keywords and current keyword rankings</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">On-page content quality (length, readability, keyword inclusion, etc.)</span></li>
</ul>
<p><span style="font-weight: 400;">Many auditing tools will assign “scores” for each of the SEO categories they’re checking against. These scores summarize how your site’s SEO measures up to best practices or your SERP competition.</span></p>
<p><span style="font-weight: 400;">Many tools also suggest quick methods for</span> <a href="https://www.toprankblog.com/2019/06/5-seo-mistakes-killing-your-content-performance-and-a-fix-for-each/" target="_blank" rel="noopener"><span style="font-weight: 400;">fixing common SEO mistakes</span></a> <span style="font-weight: 400;">to improve your scores. For example, most SEO auditing tools will point out if you have any pages that aren’t crawlable on Google and suggest ways you could correct that.</span></p>
<p><span style="font-weight: 400;">SEO audits can give you a broad idea of how effective your SEO looks right now and can point out ways to start improving it. What they</span> <i><span style="font-weight: 400;">can’t</span></i> <span style="font-weight: 400;">do, however, is contextualize the effectiveness of your SEO relative to your website’s unique needs and goals. To do that, you’ll need to dig a little deeper.</span></p>
<h2><strong>Keyword analysis</strong></h2>
<p><span style="font-weight: 400;">An audit tells you which keywords you’re currently ranking for; a keyword analysis begins to evaluate which keywords you</span> <i><span style="font-weight: 400;">should</span></i> <span style="font-weight: 400;">be ranking for.</span></p>
<p><span style="font-weight: 400;">Keyword analysis begins by evaluating your website to find the keywords relevant to your subject matter. For example, if your website’s goal is to promote your B2B brand’s services, then a keyword analysis would likely start by evaluating metrics such as:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">How well your site ranks for branded keywords (such as your brand’s name and the name of your proprietary products and services)</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">How well your site ranks for keywords related to your products or services</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">How well your site ranks for keywords related to concepts, ideas, or functions relevant to your buyer’s journey</span></li>
</ul>
<p><span style="font-weight: 400;">Uncovering this information will give SEO analysts a holistic overview of how well your website’s SEO strategy is helping you rank for the right keywords. It will also provide a natural roadmap for prioritizing opportunities based on impact. </span></p>
<p><span style="font-weight: 400;">The next crucial step of keyword analysis is a</span> <a href="https://www.semrush.com/blog/keyword-gap-analysis/" target="_blank" rel="noopener"><span style="font-weight: 400;">gap analysis</span></a><span style="font-weight: 400;">. During a gap analysis, SEO analysts identify keywords related to your subject matter that you’re</span> <i><span style="font-weight: 400;">not</span></i> <span style="font-weight: 400;">currently ranking for. By either updating existing pages or creating new pages to compete for these keywords, you can bring in new traffic and enhance how well the rest of your site ranks by association. </span></p>
<h2><strong>Search intent analysis</strong></h2>
<p><span style="font-weight: 400;">When it comes to building a modern SEO strategy, search intent should be your guiding light. TopRank Marketing specializes in taking</span> <a href="https://www.toprankblog.com/2023/03/search-intent-and-why-its-fundamental-to-seo/" target="_blank" rel="noopener"><span style="font-weight: 400;">an intent-driven approach to keyword research</span></a><span style="font-weight: 400;">, because we believe it’s the</span> <a href="https://www.toprankblog.com/2023/04/intent-qualified-organic-traffic/" target="_blank" rel="noopener"><span style="font-weight: 400;">best way to accomplish a website’s marketing goals</span></a><span style="font-weight: 400;">.</span></p>
<p><span style="font-weight: 400;">To provide users with the most relevant web content for their searches, Google’s algorithm needs to interpret what a user is trying to achieve with their search, and then provide them with results that match it. Virtually</span> <a href="https://www.toprankblog.com/2023/10/google-october-2023-core-update/" target="_blank" rel="noopener"><span style="font-weight: 400;">all of Google’s recent updates</span></a> <span style="font-weight: 400;">have been devoted to improving how accurately it can determine this intent.</span></p>
<p><span style="font-weight: 400;">During a search intent analysis, SEO experts research intent-driven keyword groupings based on your buyer’s journey. This becomes a customer-centered framework to guide your content creation and strategic positioning. </span></p>
<p><span style="font-weight: 400;">For much more information on why search intent is so important to SEO today, check out our free guide on</span> <a href="https://www.toprankmarketing.com/guide/cmworld-seo-and-search-intent/" target="_blank" rel="noopener"><b>Marketing with Intent: A Guide to the Future of SEO and Qualified B2B Search Traffic</b></a><span style="font-weight: 400;">.</span></p>
<h2><strong>Content audit</strong></h2>
<p><span style="font-weight: 400;">A</span> <a href="https://www.toprankblog.com/2021/05/content-marketing-optimization-audits/" target="_blank" rel="noopener"><span style="font-weight: 400;">content audit</span></a> <span style="font-weight: 400;">evaluates how effectively your existing web content is supporting your SEO goals. Content audits are extremely valuable for marketers because they help companies get much more value out of existing content, leading to quick and efficient results.</span></p>
<p><span style="font-weight: 400;">Content audits involve inventorying and evaluating all content on your website with an eye on optimizing its performance and overall search visibility. Through this process, many brands discover that they can vastly improve their website SEO by refreshing, consolidating, or pruning their current content library.</span></p>
<h2><strong>Competitive analysis</strong></h2>
<p><span style="font-weight: 400;">Understanding how your competitors are showing up in the search landscape is critical to gaining an advantage. Competitive SEO analysis helps you understand where other brands in your category are ranking, and where you might be able to win rankings. </span></p>
<p><span style="font-weight: 400;">Competitive analysis also includes a whitespace analysis, which identifies areas of untapped search opportunity in your space. By understanding where your competitors are focusing and where they’re not, you can uncover ways to differentiate your SEO strategy, your content strategy and ultimately your brand from theirs. </span></p>
<p><span style="font-weight: 400;">Ultimately, the most valuable thing an SEO analysis of a website provides is direction: It can help you understand not just where you are right now, but where you should be headed and how you can get there.</span></p>
<p><span style="font-weight: 400;">If you’re looking for an expert team of SEO analysts who can provide this direction, TopRank is ready to help.</span> <a href="https://www.toprankmarketing.com/solutions/search-engine-optimization-seo/" target="_blank" rel="noopener"><span style="font-weight: 400;">Learn more about our SEO services here</span></a><span style="font-weight: 400;">.</span></p>
<p>The post <a href="https://www.toprankblog.com/2024/01/seo-analysis-of-a-website/">What to Look For in an SEO Analysis of a Website</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-75866528187811708992024-01-17T04:48:00.001-08:002024-01-17T04:48:21.778-08:00How to Find the Right B2B Influencer Mix to Succeed in 2024<p>Influencers elevate B2B marketing by connecting brands with key audiences in a meaningful and authentic way. This relationship leverages the trust and respect influencers have cultivated to turn potential customers into engaged brand advocates.</p>
<p>Success, however, is not guaranteed. Our own research found that of the 85% of B2B brands using influencer marketing, <a href="https://tprk.us/B2BIMR23-blog" target="_blank" rel="noopener">only 34% describe their B2B influencer marketing strategy as “extremely effective.</a>” And 53% named identifying, qualifying and engaging with ideal influencers as their greatest challenge.</p>
<p>The cornerstone of an effective B2B influencer marketing strategy is assembling the ideal mix of influencers. This requires a strategic combination of reach, resonance, relevance and credibility within a balanced cross-section of influencer types.</p>
<h2>Understanding the types of B2B influencers</h2>
<p>Recognizing the different types of influencers will help you understand the different roles they can play in your strategy.</p>
<div class="c-blog-blue-list-hld">
<p><b>Expert influencers</b> are the industry leaders and thought leaders who shape opinions and trends within your field. They bring a high level of credibility and authority, often backed by extensive experience or notable achievements. Partnering with these influencers can significantly boost your brand’s reputation and thought leadership status.</p>
<p><b>Practitioner influencers</b>, on the other hand, are professionals with hands-on experience in their respective fields. They offer practical insights and real-world expertise, making them relatable and highly valuable to an audience seeking practical advice and solutions. Collaborating with practitioner influencers can enhance the practical applicability of your content and offerings.</p>
<p>Finally, <b>internal and executive influencers</b> are often overlooked but equally important. These are individuals within your organization, from top executives to knowledgeable staff members, who can advocate for your brand. Leveraging their expertise not only showcases your internal talent but also adds a layer of authenticity and trust to your influencer marketing efforts. Utilizing internal influencers effectively can strengthen your brand’s voice and reinforce its values from the inside out.</p>
</div>
<p>Each type of influencer brings unique strengths to the table. Your goal should be to identify and engage with the right mix that aligns with your brand’s objectives, audience preferences, and marketing goals.</p>
<h2>Influencer attributes that make an impact</h2>
<p>Choosing the right influencers for your B2B marketing strategy involves identifying those who can truly resonate with your audience and communicate your brand’s message.</p>
<h3>Resonance: Engagement and persuasiveness</h3>
<p>Resonance is key in influencer marketing. It’s not just about how many people influencers can reach, but how deeply they can connect with and influence their audience. Measuring resonance involves looking at engagement metrics like comments, shares, and the quality of interactions. Prioritize influencers who not only have a voice but can also persuade and inspire their audience in alignment with your brand’s values and objectives.</p>
<h3>Relevance: Overlap in subject matter</h3>
<p>Relevance is critical when selecting influencers for your B2B marketing campaigns. It’s about ensuring there’s a strong alignment between the influencer’s expertise and your brand’s niche. This alignment guarantees that the content shared is not only pertinent but also valuable to your audience.</p>
<p>To achieve this, strategically identify influencers who are authorities in areas directly related to your products or services. Analyze their content, audience demographics, and engagement to determine how well they align with your brand’s objectives. The right match will yield content that authentically serves your target audience, enhancing the overall impact of your influencer marketing efforts.</p>
<hr />
<p><em>“Relevance is critical when selecting influencers for your B2B marketing campaigns. It's about ensuring there's a strong alignment between the influencer's expertise and your brand's niche.” — Theresa Meis of @TopRank Marketing</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36183&text=%E2%80%9CRelevance%20is%20critical%20when%20selecting%20influencers%20for%20your%20B2B%20marketing%20campaigns.%20It%27s%20about%20ensuring%20there%27s%20a%20strong%20alignment%20between%20the%20influencer%27s%20expertise%20and%20your%20brand%27s%20niche.%E2%80%9D%20%E2%80%94%20Theresa%20Meis%20of%20%40TopRank%20Marketing&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<h3>Reach: Size of audience</h3>
<p>The size of an influencer’s audience, or their reach, plays a significant role in amplifying your brand’s message. However, it’s important to balance reach with the relevance and resonance of the influencer. A large follower count doesn’t automatically translate to effective influencer marketing.</p>
<p>Evaluate how an influencer’s audience size aligns with your campaign goals. Consider the potential for broader exposure against the need for targeted, meaningful engagement. In essence, the ideal influencer should not only have a considerable reach but also an audience that is genuinely interested in your brand’s domain, ensuring that your message is heard by the right people.</p>
<blockquote>
<p><i>Size of audience (44%) ranked behind relevance of audience (48%) among the most important qualities for successful brands when choosing an influencer. (</i><a href="https://tprk.us/B2BIMR23-blog" target="_blank" rel="noopener"><i>2023 B2B Influencer Marketing Report</i></a><i>)</i></p>
</blockquote>
<h3>Credibility: Trustworthiness and experience</h3>
<p>An influencer’s ability to be trusted and respected by their audience, which often stems from their experience and expertise in a specific field, lends credibility to your brand.</p>
<p>When assessing potential influencers, examine their track record, the quality and consistency of their content, any notable professional credentials, and their reputation within the industry. An influencer with high credibility not only ensures that your message is taken seriously but also significantly elevates your brand’s integrity in the eyes of your audience.</p>
<h2>Leveraging internal & executive influencers</h2>
<p>Utilizing internal and <a href="https://www.toprankblog.com/2021/03/brandfluence/" target="_blank" rel="noopener">executive influencers</a> is a powerful yet often underutilized strategy in B2B influencer marketing.</p>
<p>These influencers are your own team members, from top executives to knowledgeable staff, who can authentically represent your brand’s values and vision. By tapping into this internal pool of influence, you can showcase your organization’s expertise and thought leadership from within.</p>
<p>Executive influencers, in particular, can play a pivotal role in shaping industry conversations, lending a level of authority and trust to your marketing efforts that is hard to replicate with external influencers.</p>
<h2>Don’t overlook customers and prospects</h2>
<p>Many of the brands that are more advanced in their B2B influencer marketing maturity are also incorporating customers and prospects into their influencer mix. It is not only a good way to build and strengthen key relationships, but can also create powerful resonance with the people you’re trying to reach.</p>
<p><img decoding="async" fetchpriority="high" class="aligncenter size-full wp-image-36184" src="https://www.toprankblog.com/wp-content/uploads/report-chart-01.png" alt="2023 B2B Influencer Marketing Report chart 1 image" width="512" height="181" srcset="https://www.toprankblog.com/wp-content/uploads/report-chart-01.png 512w, https://www.toprankblog.com/wp-content/uploads/report-chart-01-300x106.png 300w" sizes="(max-width: 512px) 100vw, 512px" /></p>
<h2>Crafting the perfect B2B influencer mix</h2>
<p>The following steps outline a strategic approach to building an effective B2B influencer marketing mix:</p>
<div class="c-blog-blue-list-hld">
<p><b>1 — Identify the unique values of each influencer type. </b></p>
<ul>
<li style="list-style-type: none;">
<ul>
<li aria-level="2">Expert influencers for authority and thought leadership.</li>
<li aria-level="2">Practitioner influencers for practical insights and solutions.</li>
<li aria-level="2">Internal and executive influencers for personal brand representation.</li>
</ul>
</li>
</ul>
<p><b>2 — Understand your audience’s needs</b>.</p>
<p>Make sure to align influencer types with your audience’s preferences and how they consume content. Analyze your audience demographics, interests, and engagement behaviors to identify the types of influencers they most resonate with. For instance, if your audience is highly technical, partnering with expert influencers who can delve into industry-specific details might be more effective.</p>
<p><b>3 — Diversify content formats and channels</b>.</p>
<p>Different influencers excel on different platforms and with various content types. Some might be more effective on social media platforms while others could shine in long-form content such as blogs or webinars. By diversifying your content approach, you can engage with your audience across multiple touch-points, enhancing the overall reach and impact of your influencer marketing efforts.</p>
<p><b>4 — Monitor and analyze performance</b>.</p>
<p>To continually optimize your influencer strategy, regularly monitor and analyze performance metrics. This includes tracking engagement rates, conversion rates, and overall return on investment (ROI). Data-driven insights can help you understand which influencers and content types are most effective, allowing for more informed decisions in future campaigns.</p>
<p><b>5 — Adjust strategy for evolving preferences</b>.</p>
<p>Audience preferences and industry trends can shift rapidly. Stay agile and be ready to adjust your influencer mix accordingly. This may involve exploring new influencer partnerships, experimenting with emerging content formats, or even shifting focus to different social media platforms. Keeping your strategy aligned with these evolving preferences ensures your influencer marketing remains relevant and effective.</p>
</div>
<h2>Maximize impact with a strategic influencer blend</h2>
<p>Being strategic with your influencer blend requires not only identifying the distinct advantages each influencer type offers but also aligning these strengths with your specific brand goals and audience expectations.</p>
<p>When you are strategic with your B2B influencer mix, you’ll be able to forge genuine partnerships with influencers who drive collective growth.</p>
<div class="c-blog-cta-hld">
<div class="b-btn-hld b-btn-hld--centered"><a class="b-btn b-btn--yellow b-btn--normal is-alt" href="https://tprk.us/B2BIMR23-blog"><span class="text">Download our 2023 B2B Influencer Marketing Report for more insight and guidance to build a winning influencer strategy.</span></a></div>
</div>
<p>The post <a href="https://www.toprankblog.com/2024/01/how-to-find-the-right-b2b-influencer-marketing-mix/">How to Find the Right B2B Influencer Mix to Succeed in 2024</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-43531043554188926522024-01-15T04:48:00.001-08:002024-01-15T04:48:33.575-08:00Elevate B2B Marketing News Weekly Roundup: B2B Priorities Study, Brand Authenticity Data, & GenAI in B2B<p><strong><em>Generative AI in Marketing: How B2B and B2C Adoption Differs [Survey]</em></strong><br />
58 percent of marketing executives have said that their organization has either already implemented AI in marketing efforts or has experimented with the technology, while 33 percent in the B2B sector said they were using generative AI in multiple marketing efforts, according to newly-published report data. <a href="https://www.marketingprofs.com/charts/2024/50676/generative-ai-in-marketing-how-b2b-and-b2c-adoption-differs" target="_blank" rel="noopener noreferrer">MarketingProfs</a></p>
<p><strong><em>B2B GTM Teams to Focus on Alignment, Efficiency</em></strong><br />
52 percent of B2B go-to-market leaders have indicated that stronger marketing, sales, and customer success alignment was a top 2024 priority, with 43 percent pointing to customer experience improvements, while 39 percent were prioritizing increased brand awareness, according to recently-released survey findings. <a href="https://www.marketingcharts.com/industries/business-to-business-231605" target="_blank" rel="noopener noreferrer">MarketingCharts</a></p>
<p><strong><em>3 ideas for B2B marketers entering 2024 [LinkedIn Benchmark]</em></strong><br />
Chief marketing officers have faced increasing pressure to directly drive business growth, while 84 percent of marketing professionals have indicated AI technology will augment their work, and Fast Company recently took a closer look. <a href="https://www.fastcompany.com/91005945/3-ideas-for-b2b-marketers-entering-2024" target="_blank" rel="noopener noreferrer">Fast Company</a></p>
<hr />
<p><em>“Technology is transforming the B2B marketing landscape and how we do our jobs. To stay competitive, upskilling will be critical.” — Penry Price @PenryPrice of @LinkedIn</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36229&text=%E2%80%9CTechnology%20is%20transforming%20the%20B2B%20marketing%20landscape%20and%20how%20we%20do%20our%20jobs.%20To%20stay%20competitive%2C%20upskilling%20will%20be%20critical.%E2%80%9D%20%E2%80%94%20Penry%20Price%20%40PenryPrice%20of%20%40LinkedIn&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<p><strong><em>When Do B2B Buyers Contact Vendors? [Report]</em></strong><br />
Some 70 percent of a B2B buyer’s journey has typically already taken place before reaching out to a vendor, with 83 percent of B2B buyers having indicated they are typically the first to initiate vendor communications — two of several findings of interest to B2B marketers contained in newly-published survey data. <a href="https://www.marketingprofs.com/charts/2024/50681/when-do-b2b-buyers-contact-vendors" target="_blank" rel="noopener noreferrer">MarketingProfs</a></p>
<p><strong><em>Marketers Concerned With Losing Ability To Measure Campaigns [Study]</em></strong><br />
. <a href="https://www.mediapost.com/publications/article/392442/marketers-concerned-with-losing-ability-to-measure.html" target="_blank" rel="noopener noreferrer">MediaPost</a></p>
<p><strong><em>New Report Looks at Key App Usage Trends, Including the Rise of AI, TikTok and More</em></strong><br />
Microsoft’s Bing search engine has had a 1,500% increase in app downloads year-over-year, report shows. <a href="https://www.socialmediatoday.com/news/new-report-looks-at-key-app-usage-trends-including-the-rise-of-ai-tiktok/704243/" target="_blank" rel="noopener noreferrer">Social Media Today</a></p>
<p><img decoding="async" fetchpriority="high" src="https://www.toprankblog.com/wp-content/uploads/2024-january-12-news-statistic-image-1248w.png" alt="2024 January 12 statistics image" width="1248" height="836" class="aligncenter size-full wp-image-36231" srcset="https://www.toprankblog.com/wp-content/uploads/2024-january-12-news-statistic-image-1248w.png 1248w, https://www.toprankblog.com/wp-content/uploads/2024-january-12-news-statistic-image-1248w-300x201.png 300w, https://www.toprankblog.com/wp-content/uploads/2024-january-12-news-statistic-image-1248w-1024x686.png 1024w, https://www.toprankblog.com/wp-content/uploads/2024-january-12-news-statistic-image-1248w-768x514.png 768w" sizes="(max-width: 1248px) 100vw, 1248px" /></p>
<p><strong><em>Which Media Activities Are On the Rise, And Which Are Waning?</em></strong><br />
21% of U.S. adults expect to increase the amount of time they spend listening to podcasts during the next 6 to 12 months, survey shows. <a href="https://www.marketingcharts.com/television-231614" target="_blank" rel="noopener noreferrer">MarketingCharts</a></p>
<p><strong><em>Google Implements First Stage in the Removal of Tracking Cookies</em></strong><br />
A group representing about one percent of global users of Google’s popular Chrome web browser have had Google’s Tracking Protection tool activated — the first segment of users to receive Google’s replacement technology for the traditional web tracking cookie, Google recently announced. <a href="https://www.socialmediatoday.com/news/google-implements-stage-removal-of-tracking-cookies/703720/" target="_blank" rel="noopener noreferrer">Social Media Today</a></p>
<p><strong><em>What Does Brand Authenticity Mean to Consumers? [Survey]</em></strong><br />
. <a href="https://www.marketingcharts.com/brand-related-231663" target="_blank" rel="noopener noreferrer">MarketingCharts</a></p>
<p><strong><em>How to Leverage Pinterest’s Predictions for 2024</em></strong><br />
. <a href="https://www.inc.com/sydney-sladovnik/how-to-leverage-pinterests-predictions-for-2024.html" target="_blank" rel="noopener noreferrer">Inc.</a></p>
<p><strong>ON THE LIGHTER SIDE:</strong></p>
<p><img decoding="async" src="https://www.toprankblog.com/wp-content/uploads/2024January12MarketoonistComicImage600w.png" alt="2024 January 12 Marketoonist Comic Image" width="600" height="314" class="aligncenter size-full wp-image-36232" srcset="https://www.toprankblog.com/wp-content/uploads/2024January12MarketoonistComicImage600w.png 600w, https://www.toprankblog.com/wp-content/uploads/2024January12MarketoonistComicImage600w-300x157.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></p>
<p>A lighthearted look at <em>“Gen Z is not a Monolith”</em> by Marketoonist Tom Fishburne — <a href="https://marketoonist.com/2024/01/gen-z-is-not-a-monolith.html" target="_blank" rel="noopener noreferrer">Marketoonist</a></p>
<p>Quantum computing startup says it will beat IBM to error correction — <a href="https://arstechnica.com/science/2024/01/quantum-computing-startup-says-it-will-beat-ibm-to-error-correction/" target="_blank" rel="noopener">Ars Technica</a></p>
<p><strong>TOPRANK MARKETING & CLIENTS IN THE NEWS:</strong></p>
<ul>
<li><strong><em>TopRank Marketing</em></strong> — [Research] B2B Influencer Marketing – More Important Than Ever — <a href="https://www.convinceandconvert.com/influencer-marketing/research-b2b-influencer-marketing-more-important-than-ever/" target="_blank" rel="noopener noreferrer">Convince & Convert</a></li>
<li><strong><em>Lee Odden / TopRank Marketing</em></strong> — 23 Influencers Digital Agencies Should Follow in 2024 — <a href="https://blog.duda.co/23-influencers-digital-agencies-should-follow-in-2024" target="_blank" rel="noopener noreferrer">Duda</a></li>
<li><strong><em>TopRank Marketing</em></strong> — 100 Best Digital Marketing Agency Blogs & Websites — <a href="https://marketing.feedspot.com/digital_marketing_agency_blogs/" target="_blank" rel="noopener noreferrer">Feedspot</a></li>
<li><strong><em>TopRank Marketing</em></strong> — Trends Forecast for 2024 — <a href="https://www.thisbrandworks.com/2024-marketing-trends" target="_blank" rel="noopener noreferrer">TBW</a></li>
<li><strong><em>Donna Robinson / TopRank Marketing</em></strong> — Using LinkedIn to Elevate B2B Influencer Marketing — <a href="https://www.linkedin.com/pulse/using-linkedin-elevate-b2b-influencer-marketing-donna-robinson-kp3gc" target="_blank" rel="noopener noreferrer">LinkedIn</a> (client)</li>
</ul>
<p><strong>FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:</strong></p>
<ul>
<li><a href="https://www.linkedin.com/in/pamdidner/" target="_blank" rel="noopener">Pam Didner</a></li>
<li><a href="https://www.linkedin.com/in/nancyharhut/" target="_blank" rel="noopener">Nancy Harhut</a></li>
<li><a href="https://www.linkedin.com/in/janebartel/" target="_blank" rel="noopener">Jane Bartel</a></li>
<li><a href="https://www.linkedin.com/in/davidfortino/" target="_blank" rel="noopener">David Fortino</a></li>
<li><a href="https://www.linkedin.com/in/ambernaslund/" target="_blank" rel="noopener">Amber Naslund</a></li>
</ul>
<p><a href="https://www.toprankmarketing.com/about-us/" target="_blank" rel="noopener">Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry</a>.</p>
<p>Have you found an important B2B marketing news item we haven’t covered yet? If so, please don’t hesitate to drop us a line in the comments below.</p>
<p>Thanks for joining us for this week’s Elevate B2B Marketing News, and we hope you’ll return next Friday for another array of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can <a href="https://www.linkedin.com/company/toprank-online-marketing/" target="_blank" rel="noopener">follow us on our LinkedIn page</a>, or at <a href="https://twitter.com/toprank" target="_blank" rel="noopener noreferrer">@TopRank</a> on Twitter/X for even more timely daily news.</p>
<p>The post <a href="https://www.toprankblog.com/2024/01/elevate-b2b-marketing-news-011224/">Elevate B2B Marketing News Weekly Roundup: B2B Priorities Study, Brand Authenticity Data, & GenAI in B2B</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-66198206416075573702024-01-12T05:48:00.001-08:002024-01-12T05:48:52.086-08:00What Marketers Need to Know About the Latest Google Algorithm Update<p>When it comes to search, Google is the primary gatekeeper between your content and your potential buyers. As of last year, nearly <a href="https://kinsta.com/search-engine-market-share/" target="_blank" rel="noopener">92% of all searches</a> were made on Google.</p>
<p>Whenever Google has a major algorithm update, it highlights just how much we marketers depend on it. Our relationship with it is almost mystical: We have a vague idea of how it works, reinforced by equally vague pronouncements from on high. We try to please it, and sometimes what it rewards or punishes can seem arbitrary.</p>
<p>But don’t build an altar and sacrifice iPhones to appease the Google gods just yet. Ultimately, you and Google want the same thing: To serve up high-quality content that is relevant to a user’s search intent (that <i>is</i> what you want, right?).</p>
<p>The last few core algorithm updates have been all about promoting better content. Each one has caused a shakeup in rankings — brands that enjoyed unassailable top spots lost positions, and new, more relevant content rose up the search engine results page (SERP).</p>
<p>The November update is no different. If you’re seeing changes in your content performance, here’s what you need to know.</p>
<h1>What Marketers Need to Know about the Latest Core Algorithm Update</h1>
<p>Algorithm updates are coming faster than ever. The last core update was in October, the one before in August. The <a href="https://www.toprankblog.com/2023/10/google-october-2023-core-update/" target="_blank" rel="noopener">October 2023 updates</a> were focused on promoting high-quality content that demonstrates experience, expertise, authoritativeness and trustworthiness (EEAT). The <a href="https://developers.google.com/search/blog/2023/11/q-and-a-on-search-updates" target="_blank" rel="noopener">November update</a> has a similar focus, with a few new twists to keep an eye on.</p>
<div class="c-blog-blue-list-hld">
<p class="c-blog-blue-list__title">Key Facts to Know:</p>
<ul class="c-blog-blue-list__ul">
<li aria-level="1">Name: Google November 2023 Broad Core Update</li>
<li aria-level="1">Launch Date: November 2, 2023, at around 11:30 am ET</li>
<li aria-level="1">Rollout Duration: Ended November 28, 2023</li>
<li aria-level="1">Scope: A comprehensive update that evaluates all content types</li>
<li aria-level="1">Effect: Higher ranking for high-quality content with an emphasis on firsthand content</li>
<li aria-level="1">Global Reach: Affects all regions and languages worldwide</li>
<li aria-level="1">Impact: High — over 10% of top 10 rankings are new</li>
<li aria-level="1">Wide Influence: Extends its impact to Google Discover, featured snippets, and more</li>
<li aria-level="1">Recovery: If your site is affected, review your content and implement Google’s core update recommendations</li>
<li aria-level="1">Ongoing Evolution: We can expect more core updates to come, focused on the goal of providing higher-quality content to searchers</li>
</ul>
</div>
<h3>What’s included in the November 2023 core update</h3>
<p>The new update includes changes to how people can search, in addition to the type of content that is most likely to be surfaced. Searchers can now choose to ‘follow’ a particular topic, which will cause related articles to appear on the homepage of the Google mobile app. Searchers can opt into notifications on the topics they’re following, as well. This is a boon for content teams that have a healthy library of well-organized, useful, and Schema-tagged content.</p>
<p>In addition to the “following” feature, the new update further prioritizes firsthand experience. This speaks directly to EEAT — it means an emphasis on the content creator, not just the content itself, with an eye towards promoting trustworthy content from experienced and authoritative people. This update includes the ability to filter search by firsthand accounts like social media, forum posts, and groups.</p>
<p>Google says it will display information about the individual content creator along with the search results, including social handle, follower count and content popularity.</p>
<div class="c-blog-blue-list-hld">
<p class="c-blog-blue-list__title">You can adapt to these updates in a few key ways:</p>
<ul class="c-blog-blue-list__ul">
<li aria-level="1">Make sure your content has a single credited author with a comprehensive author biography</li>
<li aria-level="1">Focus on telling stories from the people who make up your brand, your customers, and your prospects</li>
<li aria-level="1">Work with <a href="https://www.toprankmarketing.com/solutions/influencer-marketing/" target="_blank" rel="noopener">trusted influencers</a> who have an established following and popular body of work</li>
<li aria-level="1">Provide genuine value in your content — make promises in your headlines and keep them with the content</li>
</ul>
</div>
<p>It’s also important to note that this update comes in tandem with a Google Reviews update. If your site covers reviewable topics like services, businesses, destinations and the like, it’s more important than ever to follow the EEAT guidelines.</p>
<h3>Impact of the update so far</h3>
<p>This update appears to have a higher impact on rankings than the October update did. According to research from <a href="https://searchengineland.com/data-providers-google-november-2023-core-update-was-more-volatile-than-the-october-2023-core-update-435494" target="_blank" rel="noopener">Semrush</a> (reported on the Search Engine Land blog), over 10% of content now in the top 10 positions weren’t in the top <i>20</i> before the update.</p>
<p>This seismic disruption of the SERP shows that there’s still room for content to claim higher rankings — the top ten aren’t fixed. If you’re a B2B marketer looking to increase your content visibility, a sound strategy and great content can get you to the top.</p>
<h3>What’s next for content marketers</h3>
<p>The November core update finished rolling out on November 28th. But its effects will continue to impact marketers for months to come. What’s more, we can expect more updates along the same lines, each one aimed at surfacing more relevant content for searchers’ queries.</p>
<div class="c-blog-blue-list-hld">
<p class="c-blog-blue-list__title">If you’re worried about future-proofing your content strategy, the way forward is clear:</p>
<ul class="c-blog-blue-list__ul">
<li aria-level="1">Find the overlap between your brand’s expertise and searchers’ intent</li>
<li aria-level="1">Create high-quality content that answers specific search intent</li>
<li aria-level="1">Optimize the content with HTML tags and Schema markup</li>
<li aria-level="1">Credit the content to an author with experience and authority</li>
</ul>
</div>
<p>These algorithm updates are good news for responsible content marketers. Each one is intended to reward experience, expertise, authoritativeness and trustworthiness — precisely what we should be striving to embody in our content.</p>
<h3>Make your content algorithm-worthy</h3>
<p>The path to performing better in search is two-fold: First, evaluate the content you have with an inventory and performance audit. Then develop a content strategy to create content that’s helpful to — and created by — humans.</p>
<div class="c-blog-cta-hld">
<p>Need help creating a future-proof SEO strategy?</p>
<div class="b-btn-hld b-btn-hld--centered"><a class="b-btn b-btn--yellow b-btn--normal is-alt" href="https://www.toprankmarketing.com/solutions/search-engine-optimization-seo/"><span class="text">Request your free SEO report card today.</span></a></div>
</div>
<p>The post <a href="https://www.toprankblog.com/2024/01/google-algorithm-update/">What Marketers Need to Know About the Latest Google Algorithm Update</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-62452952652681615512024-01-10T04:48:00.001-08:002024-01-10T04:48:10.092-08:00Best Of: Our Top 10 Blog Posts to Help With Your 2024 Content Strategy<p>What were the top B2B marketing articles that were published on the TopRank Marketing blog over the past year?</p>
<p>We’re proud of the continued B2B marketing successes <a href="https://www.toprankmarketing.com/team/" target="_blank" rel="noopener">our team of marketers at TopRank Marketing</a> have achieved during another unique year, for a wide-range of major B2B clients. As we enter 2024, we wanted to take time to share our top 10 articles of the past year — each filled with insights, best practices, research, examples, and a humanizing look at the future.</p>
<p>We’re also fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank B2B Marketing blog — which <a href="https://www.toprankblog.com/2023/05/22-plus-years-of-driving-b2b-brand-success/" target="_blank" rel="noopener">celebrates its 21st year in 2024</a>.</p>
<p>This selection of our top 10 B2B marketing posts of the year can serve as a valuable resource, filled with practical examples and relevant topics for digital B2B marketing professionals from CMOs to creators, copywriters, and executives.</p>
<p>We hope that you’ll find these articles useful well into 2024 and far beyond.</p>
<p>Now, sit back and join us as we move on to the top 10.</p>
<h2>Our 10 Most Popular B2B Marketing Posts of 2023:</h2>
<h2>1. <a href="https://www.toprankblog.com/2023/10/google-october-2023-core-update/" target="_blank" rel="noopener">Everything You Need to Know About Google’s October 2023 Core Algorithm Update</a> — Katelyn Drake</h2>
<p><a href="https://www.toprankblog.com/2023/10/google-october-2023-core-update/" target="_blank" rel="noopener"><img decoding="async" fetchpriority="high" class="aligncenter size-full wp-image-35864" src="https://www.toprankblog.com/wp-content/uploads/google-october-2023-core-update-featured-imageA-1248w.jpg" alt="Everything You Need to Know About Google’s October 2023 Core Algorithm Update featured image" width="1600" height="1067" srcset="https://www.toprankblog.com/wp-content/uploads/google-october-2023-core-update-featured-imageA-1248w.jpg 1600w, https://www.toprankblog.com/wp-content/uploads/google-october-2023-core-update-featured-imageA-1248w-300x200.jpg 300w, https://www.toprankblog.com/wp-content/uploads/google-october-2023-core-update-featured-imageA-1248w-1024x683.jpg 1024w, https://www.toprankblog.com/wp-content/uploads/google-october-2023-core-update-featured-imageA-1248w-768x512.jpg 768w, https://www.toprankblog.com/wp-content/uploads/google-october-2023-core-update-featured-imageA-1248w-1536x1024.jpg 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /></a>What do B2B marketers need to know about Google’s latest core search algorithm update? In our most-read article of the year our own director of agency marketing <a href="https://www.linkedin.com/in/katelyn-drake/" target="_blank" rel="noopener">Katelyn Drake</a> shares the key take-aways from Google’s major October 2023 search update. From its rollout duration and user experience impact to its role in surfacing more best-answer content, we share the latest.</p>
<hr />
<p><em>“Staying informed about Google’s core updates and adapting your SEO strategies accordingly is essential for maintaining or improving your website’s search rankings.” — Katelyn Drake @KB_Drake</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36217&text=%E2%80%9CStaying%20informed%20about%20Google%E2%80%99s%20core%20updates%20and%20adapting%20your%20SEO%20strategies%20accordingly%20is%20essential%20for%20maintaining%20or%20improving%20your%20website%E2%80%99s%20search%20rankings.%E2%80%9D%20%E2%80%94%20Katelyn%20Drake%20%40KB_Drake&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<h2>2 — <a href="https://www.toprankblog.com/2023/12/top-10-trends-for-b2b-content-marketing-in-2024/" target="_blank" rel="noopener">Top 10 Trends for Content Marketing in 2024: For B2B Brands and Beyond</a> — Katelyn Drake</h2>
<p><a href="https://www.toprankblog.com/2023/12/top-10-trends-for-b2b-content-marketing-in-2024/" target="_blank" rel="noopener"><img decoding="async" class="aligncenter size-full wp-image-36152" src="https://www.toprankblog.com/wp-content/uploads/10-b2b-content-marketing-trends-featured-imageA-1248w.jpg" alt="Top 10 Trends for Content Marketing in 2024: For B2B Brands and Beyond smiling marketer at expo image" width="1248" height="836" srcset="https://www.toprankblog.com/wp-content/uploads/10-b2b-content-marketing-trends-featured-imageA-1248w.jpg 1248w, https://www.toprankblog.com/wp-content/uploads/10-b2b-content-marketing-trends-featured-imageA-1248w-300x201.jpg 300w, https://www.toprankblog.com/wp-content/uploads/10-b2b-content-marketing-trends-featured-imageA-1248w-1024x686.jpg 1024w, https://www.toprankblog.com/wp-content/uploads/10-b2b-content-marketing-trends-featured-imageA-1248w-768x514.jpg 768w" sizes="(max-width: 1248px) 100vw, 1248px" /></a>What are the top trends in content marketing for B2B and beyond? From data-driven strategy and increasing authenticity to video, AI and much more, Katelyn shares 10 top content marketing trends for 2024 in our second most-read article of the year.</p>
<hr />
<p><em>“Incorporating the latest trends into your marketing strategy is not just about staying relevant; it’s about enhancing the effectiveness of your marketing efforts and connecting with your audience.” — Katelyn Drake @KB_Drake</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36217&text=%E2%80%9CIncorporating%20the%20latest%20trends%20into%20your%20marketing%20strategy%20is%20not%20just%20about%20staying%20relevant%3B%20it%E2%80%99s%20about%20enhancing%20the%20effectiveness%20of%20your%20marketing%20efforts%20and%20connecting%20with%20your%20audience.%E2%80%9D%20%E2%80%94%20Katelyn%20Drake%20%40KB_Drake&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<h2>3 — <a href="https://www.toprankblog.com/2023/07/100-plus-ai-tools-for-b2b-marketers/" target="_blank" rel="noopener">BIGLIST: 100+ Generative AI Tools For B2B Marketers</a> — Lane R. Ellis</h2>
<p><a href="https://www.toprankblog.com/2023/07/100-plus-ai-tools-for-b2b-marketers/" target="_blank" rel="noopener"><img decoding="async" class="aligncenter size-full wp-image-33256" src="https://www.toprankblog.com/wp-content/uploads/100-plus-ai-tools-for-b2b-marketers-featured-imageA-1248w.jpg" alt="100-plus generative AI tools for B2B marketers smiling woman marketer against colorful wall image" width="1248" height="836" srcset="https://www.toprankblog.com/wp-content/uploads/100-plus-ai-tools-for-b2b-marketers-featured-imageA-1248w.jpg 1248w, https://www.toprankblog.com/wp-content/uploads/100-plus-ai-tools-for-b2b-marketers-featured-imageA-1248w-300x201.jpg 300w, https://www.toprankblog.com/wp-content/uploads/100-plus-ai-tools-for-b2b-marketers-featured-imageA-1248w-1024x686.jpg 1024w, https://www.toprankblog.com/wp-content/uploads/100-plus-ai-tools-for-b2b-marketers-featured-imageA-1248w-768x514.jpg 768w" sizes="(max-width: 1248px) 100vw, 1248px" /></a>Where can B2B marketers find the latest and most relevant generative AI tools in 2024? From image and video generation to writing, development and marketing aids, our own social media and content marketing manager <a href="https://www.linkedin.com/in/lanerellis/" target="_blank" rel="noopener">Lane R. Ellis</a> shares 100+ AI tools for B2B marketers in our third most-real article of the year.</p>
<hr />
<p><em>“There’s a nuanced spot where B2B marketers will find just the right amount of AI technology — too much and the potential for backlash grows — too little and the risk of being considered a foe of innovation rises.” — @lanerellis</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36217&text=%E2%80%9CThere%E2%80%99s%20a%20nuanced%20spot%20where%20B2B%20marketers%20will%20find%20just%20the%20right%20amount%20of%20AI%20technology%20%E2%80%94%20too%20much%20and%20the%20potential%20for%20backlash%20grows%20%E2%80%94%20too%20little%20and%20the%20risk%20of%20being%20considered%20a%20foe%20of%20innovation%20rises.%E2%80%9D%20%E2%80%94%20%40lanerellis&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<h2>4 — <a href="https://www.toprankblog.com/2023/10/infographic-30-ai-tools-for-b2b-marketers/" target="_blank" rel="noopener">Infographic: 30+ Top Generative AI Tools For B2B Marketers</a> — Lane R. Ellis</h2>
<p><a href="https://www.toprankblog.com/2023/10/infographic-30-ai-tools-for-b2b-marketers/" target="_blank" rel="noopener"><img decoding="async" loading="lazy" class="aligncenter size-full wp-image-35774" src="https://www.toprankblog.com/wp-content/uploads/30-plus-ai-tools-for-b2b-marketers-infographic-featured-imageA-1248w.png" alt="30+ Top Generative AI Tools For B2B Marketers infographic featured image" width="1248" height="836" srcset="https://www.toprankblog.com/wp-content/uploads/30-plus-ai-tools-for-b2b-marketers-infographic-featured-imageA-1248w.png 1248w, https://www.toprankblog.com/wp-content/uploads/30-plus-ai-tools-for-b2b-marketers-infographic-featured-imageA-1248w-300x201.png 300w, https://www.toprankblog.com/wp-content/uploads/30-plus-ai-tools-for-b2b-marketers-infographic-featured-imageA-1248w-1024x686.png 1024w, https://www.toprankblog.com/wp-content/uploads/30-plus-ai-tools-for-b2b-marketers-infographic-featured-imageA-1248w-768x514.png 768w" sizes="(max-width: 1248px) 100vw, 1248px" /></a>What are the top generative AI tools that B2B marketers will be using in 2024 and beyond? Generative AI has continued its run as today’s primary topic not only for marketers in both B2C and B2B but for professionals in nearly all sectors, and in our fourth most-read article of the year I offer up a handy infographic highlighting some of the top AI tools for B2B success.</p>
<hr />
<p><em>“Finding the particular generative AI tools that have relevance for B2B brands and marketers can be a challenging task, which is why we’ve put together an introductory look at 30+ top AI tools.” — Lane R. Ellis @lanerellis</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36217&text=%E2%80%9CFinding%20the%20particular%20generative%20AI%20tools%20that%20have%20relevance%20for%20B2B%20brands%20and%20marketers%20can%20be%20a%20challenging%20task%2C%20which%20is%20why%20we%E2%80%99ve%20put%20together%20an%20introductory%20look%20at%2030%2B%20top%20AI%20tools.%E2%80%9D%20%E2%80%94%20Lane%20R.%20Ellis%20%40lanerellis&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<h2>5 — <a href="https://www.toprankblog.com/2023/09/50-b2b-content-marketing-influencers-2023/" target="_blank" rel="noopener">Top 50 B2B Content Marketing Influencers and Experts To Follow</a> — Lane R. Ellis</h2>
<p><a href="https://www.toprankblog.com/2023/09/50-b2b-content-marketing-influencers-2023/" target="_blank" rel="noopener"><img decoding="async" loading="lazy" class="aligncenter size-full wp-image-35755" src="https://www.toprankblog.com/wp-content/uploads/50-b2b-content-marketers-to-follow-2023-featured-imageD-1248x836-1.png" alt="50 B2B content marketers to follow in 2023 featured image collage" width="1248" height="836" srcset="https://www.toprankblog.com/wp-content/uploads/50-b2b-content-marketers-to-follow-2023-featured-imageD-1248x836-1.png 1248w, https://www.toprankblog.com/wp-content/uploads/50-b2b-content-marketers-to-follow-2023-featured-imageD-1248x836-1-300x201.png 300w, https://www.toprankblog.com/wp-content/uploads/50-b2b-content-marketers-to-follow-2023-featured-imageD-1248x836-1-1024x686.png 1024w, https://www.toprankblog.com/wp-content/uploads/50-b2b-content-marketers-to-follow-2023-featured-imageD-1248x836-1-768x514.png 768w" sizes="(max-width: 1248px) 100vw, 1248px" /></a>A classic TopRank Marketing tradition that has been imitated in recent years but never duplicated is our annual list of B2B content marketing experts to follow — a helpful compilation extracted from top industry leaders, and in our fifth most popular article of the year I share details about 50 industry stalwarts to learn from.</p>
<hr />
<p><em>“A classic TopRank Marketing tradition that has been imitated but never duplicated is our annual list of content marketing experts to follow — a helpful compilation extracted from top industry leaders.” — Lane R. Ellis @lanerellis</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36217&text=%E2%80%9CA%20classic%20TopRank%20Marketing%20tradition%20that%20has%20been%20imitated%20but%20never%20duplicated%20is%20our%20annual%20list%20of%20content%20marketing%20experts%20to%20follow%20%E2%80%94%20a%20helpful%20compilation%20extracted%20from%20top%20industry%20leaders.%E2%80%9D%20%E2%80%94%20Lane%20R.%20Ellis%20%40lanerellis&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<h2>6 — <a href="https://www.toprankblog.com/2023/07/content-marketing-for-b2b-brand-growth/" target="_blank" rel="noopener">Growth Strategy: How Content Marketing Propels B2B Brand Growth Today</a> — Nick Nelson</h2>
<p><a href="https://www.toprankblog.com/2023/07/content-marketing-for-b2b-brand-growth/" target="_blank" rel="noopener"><img decoding="async" loading="lazy" class="aligncenter size-full wp-image-33221" src="https://www.toprankblog.com/wp-content/uploads/b2b-content-marketing-brand-growth-featured-imageA-1248w.jpg" alt="How Content Marketing Propels B2B Brand Growth Today Young professional woman in office setting smiling and looking at smartphone image" width="1248" height="836" srcset="https://www.toprankblog.com/wp-content/uploads/b2b-content-marketing-brand-growth-featured-imageA-1248w.jpg 1248w, https://www.toprankblog.com/wp-content/uploads/b2b-content-marketing-brand-growth-featured-imageA-1248w-300x201.jpg 300w, https://www.toprankblog.com/wp-content/uploads/b2b-content-marketing-brand-growth-featured-imageA-1248w-1024x686.jpg 1024w, https://www.toprankblog.com/wp-content/uploads/b2b-content-marketing-brand-growth-featured-imageA-1248w-768x514.jpg 768w" sizes="(max-width: 1248px) 100vw, 1248px" /></a>Bold creativity, a purposeful message, and accurate measurement: These are the key ingredients in a B2B content strategy that drives growth, and our own associate content director <a href="https://www.linkedin.com/in/nick-nelson-mpls/" target="_blank" rel="noopener">Nick Nelson</a> shares the year’s top B2B content tactics in this, our sixth most-real article of 2023.</p>
<hr />
<p><em>“Creativity is the preliminary requirement to engage buyers, but to keep their attention and drive action, you need a message with substance. #B2Bcontent.” — Nick Nelson @NickNelsonMN</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36217&text=%E2%80%9CCreativity%20is%20the%20preliminary%20requirement%20to%20engage%20buyers%2C%20but%20to%20keep%20their%20attention%20and%20drive%20action%2C%20you%20need%20a%20message%20with%20substance.%20%23B2Bcontent.%E2%80%9D%20%E2%80%94%20Nick%20Nelson%20%40NickNelsonMN&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<h2>7 — <a href="https://www.toprankblog.com/2023/11/b2b-influencer-marketing-report-23/" target="_blank" rel="noopener">The 2023 B2B Influencer Marketing Report: Key Insights & Takeaways</a> — Donna Robinson</h2>
<p><a href="https://www.toprankblog.com/2023/11/b2b-influencer-marketing-report-23/" target="_blank" rel="noopener"><img decoding="async" loading="lazy" class="aligncenter wp-image-36008 size-full" src="https://www.toprankblog.com/wp-content/uploads/2023-b2b-influencer-marketing-report-cover-image1248w.jpg" alt="Download 2023 B2B Influencer Marketing Report featured image" width="1248" height="836" srcset="https://www.toprankblog.com/wp-content/uploads/2023-b2b-influencer-marketing-report-cover-image1248w.jpg 1248w, https://www.toprankblog.com/wp-content/uploads/2023-b2b-influencer-marketing-report-cover-image1248w-300x201.jpg 300w, https://www.toprankblog.com/wp-content/uploads/2023-b2b-influencer-marketing-report-cover-image1248w-1024x686.jpg 1024w, https://www.toprankblog.com/wp-content/uploads/2023-b2b-influencer-marketing-report-cover-image1248w-768x514.jpg 768w" sizes="(max-width: 1248px) 100vw, 1248px" /></a>In the seventh most-real article of the year our CEO and president <a href="https://www.linkedin.com/in/donna-robinson-505b12">Donna Robinson</a> announced our highly-anticipated <a href="https://tprk.us/B2BIMR23-blog" target="_blank" rel="noopener">2023 B2B Influencer Marketing Report</a>, with details from 39 pages rich with the most comprehensive B2B influencer marketing insights, including:</p>
<div class="c-blog-blue-list-hld">
<ul class="c-blog-blue-list__ul">
<li>A B2B Influencer Marketing FAQ</li>
<li>The Newest Eye-Opening Statistical Revelations</li>
<li>The Top Habits of Highly-Successful Influencer Marketers</li>
<li>The Key Benefits of Elevated B2B Influencer Marketing</li>
<li>What a B2B Influencer Looks Like</li>
<li>Crafting the Right Influencer Mix</li>
<li>Case Studies from Adobe & NetLine Showing Key Strategy, Execution & Impact</li>
<li>Identifying the Most Relevant B2B Influencers</li>
<li>When to Outsource Influencer Marketing Programs</li>
<li>Achieving Better Content Co-Creation with Influencers</li>
<li>The Best Methods for Activating Influencers</li>
<li>Creating a Positive Two-Way Influencer Experience</li>
<li>Top Strategies for Measuring Influencer Marketing Performance</li>
<li>2024 Influencer Trends & Predictions from the World’s Top B2B Marketers</li>
<li>25 Top Influencer Marketing Experts to Follow & Learn From</li>
<li>Why TopRank Marketing is a Top Choice for B2B Influencer Marketing</li>
</ul>
</div>
<hr />
<p><em>“Influencer marketing is one key way to deliver exceptionally valuable, trustworthy and fascinating content.” — Donna Robinson of @TopRank</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36217&text=%E2%80%9CInfluencer%20marketing%20is%20one%20key%20way%20to%20deliver%20exceptionally%20valuable%2C%20trustworthy%20and%20fascinating%20content.%E2%80%9D%20%E2%80%94%20Donna%20Robinson%20of%20%40TopRank&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<h2>8 — <a href="https://www.toprankblog.com/2023/08/hybrid-ai-for-b2b-marketers/" target="_blank" rel="noopener">Beyond Automation: Why Hybrid AI is the Future of Best-Answer B2B Content</a> — Lane R. Ellis</h2>
<p><a href="https://www.toprankblog.com/2023/08/hybrid-ai-for-b2b-marketers/" target="_blank" rel="noopener"><img decoding="async" loading="lazy" class="aligncenter size-full wp-image-33298" src="https://www.toprankblog.com/wp-content/uploads/hybridizing-ai-with-the-human-touch-featured-imageA-1248w.jpg" alt="Hybrid AI: Why The Next Generation of Best-Answer B2B Content Comes From Hybridizing AI With The Human Touch woman using touchscreen image" width="1248" height="836" srcset="https://www.toprankblog.com/wp-content/uploads/hybridizing-ai-with-the-human-touch-featured-imageA-1248w.jpg 1248w, https://www.toprankblog.com/wp-content/uploads/hybridizing-ai-with-the-human-touch-featured-imageA-1248w-300x201.jpg 300w, https://www.toprankblog.com/wp-content/uploads/hybridizing-ai-with-the-human-touch-featured-imageA-1248w-1024x686.jpg 1024w, https://www.toprankblog.com/wp-content/uploads/hybridizing-ai-with-the-human-touch-featured-imageA-1248w-768x514.jpg 768w" sizes="(max-width: 1248px) 100vw, 1248px" /></a>Why is hybrid AI becoming the next generation of best-answer content in B2B marketing? As B2B brands look to enhance the power of AI with uniquely human qualities, build trust, and nurture relationships, a new form of best-answer content is emerging, and in the eighth most-popular post of the year I offer up a close look at hybrid AI.</p>
<hr />
<p><em>“For B2B marketing to truly thrive during what has become AI’s prime-time spotlight, the expertise of the human touch needs to augment generative AI tools and form a new hybrid AI.” — Lane R. Ellis @lanerellis</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36217&text=%E2%80%9CFor%20B2B%20marketing%20to%20truly%20thrive%20during%20what%20has%20become%20AI%E2%80%99s%20prime-time%20spotlight%2C%20the%20expertise%20of%20the%20human%20touch%20needs%20to%20augment%20generative%20AI%20tools%20and%20form%20a%20new%20hybrid%20AI.%E2%80%9D%20%E2%80%94%20Lane%20R.%20Ellis%20%40lanerellis&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<h2>9 — <a href="https://www.toprankblog.com/2023/05/top-2023-b2b-marketing-events/" target="_blank" rel="noopener">50+ Top B2B Marketing Events To Learn From</a> — Lane R. Ellis</h2>
<p><a href="https://www.toprankblog.com/2023/05/top-2023-b2b-marketing-events/" target="_blank" rel="noopener"><img decoding="async" loading="lazy" class="aligncenter size-full wp-image-36218" src="https://www.toprankblog.com/wp-content/uploads/50-plus-top-2023-b2b-marketing-eventsC.jpg" alt="TopRank Marketing's - 50+ Top 2023 B2B Marketing Events To Learn From audience of marketers image" width="1248" height="836" srcset="https://www.toprankblog.com/wp-content/uploads/50-plus-top-2023-b2b-marketing-eventsC.jpg 1248w, https://www.toprankblog.com/wp-content/uploads/50-plus-top-2023-b2b-marketing-eventsC-300x201.jpg 300w, https://www.toprankblog.com/wp-content/uploads/50-plus-top-2023-b2b-marketing-eventsC-1024x686.jpg 1024w, https://www.toprankblog.com/wp-content/uploads/50-plus-top-2023-b2b-marketing-eventsC-768x514.jpg 768w" sizes="(max-width: 1248px) 100vw, 1248px" /></a>Where can B2B marketers learn the latest from top industry leaders? In the ninth most-read article of the year I share a powerful collection of more than 50 top B2B marketing conferences and events, each offering a wealth of learning and networking opportunities.</p>
<hr />
<p><em>“Marketing conferences truly offer a wealth of benefits to marketers looking for the latest learning, new networking opportunities, and recent industry research and insight to help increase brand awareness.” — Lane R. Ellis @lanerellis</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36217&text=%E2%80%9CMarketing%20conferences%20truly%20offer%20a%20wealth%20of%20benefits%20to%20marketers%20looking%20for%20the%20latest%20learning%2C%20new%20networking%20opportunities%2C%20and%20recent%20industry%20research%20and%20insight%20to%20help%20increase%20brand%20awareness.%E2%80%9D%20%E2%80%94%20Lane%20R.%20Ellis%20%40lanerellis&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<h2>10 — <a href="https://www.toprankblog.com/2023/10/top-b2b-inbound-marketing-challenges/" target="_blank" rel="noopener">Today’s Top B2B Inbound Marketing Challenges</a> — Harry Mackin</h2>
<p><a href="https://www.toprankblog.com/2023/10/top-b2b-inbound-marketing-challenges/" target="_blank" rel="noopener"><img decoding="async" loading="lazy" class="aligncenter size-full wp-image-35901" src="https://www.toprankblog.com/wp-content/uploads/top-b2b-inbound-marketing-challenges-featured-imageA-1248w.jpg" alt="Today’s Top B2B Inbound Marketing Challenges woman marketer writing image" width="1248" height="836" srcset="https://www.toprankblog.com/wp-content/uploads/top-b2b-inbound-marketing-challenges-featured-imageA-1248w.jpg 1248w, https://www.toprankblog.com/wp-content/uploads/top-b2b-inbound-marketing-challenges-featured-imageA-1248w-300x201.jpg 300w, https://www.toprankblog.com/wp-content/uploads/top-b2b-inbound-marketing-challenges-featured-imageA-1248w-1024x686.jpg 1024w, https://www.toprankblog.com/wp-content/uploads/top-b2b-inbound-marketing-challenges-featured-imageA-1248w-768x514.jpg 768w" sizes="(max-width: 1248px) 100vw, 1248px" /></a>In our tenth most-popular article of the year our content strategist <a href="https://www.linkedin.com/in/harrymackin/" target="_blank" rel="noopener">Harry Mackin</a> asks just what are today’s top B2B inbound marketing challenges? From ROI and economic pressures to increased competition, changing audiences and more, Harry then looks at the top inbound marketing issues and offers savvy solutions to each.</p>
<hr />
<p><em>“Getting to know what your audience is searching for and why will help inform every aspect of your inbound marketing, from what you produce to how you produce it to even where you publish it.” — Harry Mackin of @TopRank Marketing</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36217&text=%E2%80%9CGetting%20to%20know%20what%20your%20audience%20is%20searching%20for%20and%20why%20will%20help%20inform%20every%20aspect%20of%20your%20inbound%20marketing%2C%20from%20what%20you%20produce%20to%20how%20you%20produce%20it%20to%20even%20where%20you%20publish%20it.%E2%80%9D%20%E2%80%94%20Harry%20Mackin%20of%20%40TopRank%20Marketing&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<h2><b>Thanks TopRank Marketing Readers & Writers</b></h2>
<p>Thanks to you our readers, and to all of our top content marketing authors for contributing to this strong group of the 10 top B2B marketing posts of the past year.</p>
<p>We publish specifically about the unique and changing nature of B2B marketing, and plan to bring you even more in 2024, so stay tuned for a new year of the latest helpful industry research and relevant insight.</p>
<p>Please let us know which B2B marketing topics and ideas you’d like to see us focus on for 2024 — we’d love to hear your suggestions. Feel free to leave those thoughts in the comments section below.</p>
<p>Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at <a href="https://twitter.com/toprank" target="_blank" rel="noopener">Twitter / X</a>, <a href="https://www.linkedin.com/company/toprank-online-marketing/" target="_blank" rel="noopener">LinkedIn</a>, <a href="https://www.facebook.com/toprank.online.marketing.blog/" target="_blank" rel="noopener">Facebook</a>, <a href="https://www.instagram.com/toprankmarketing/" target="_blank" rel="noopener">Instagram</a>, and <a href="https://www.youtube.com/channel/UCPjKEKeDtSJhossX3HkjBxw" target="_blank" rel="noopener">YouTube</a>.</p>
<div class="c-blog-cta-hld">
<p>You’ll find much more about the future of B2B influencer marketing and its power to build relationships and create influencer communities in our all-new 2023 B2B Influencer Marketing Report. It’s data-packed 39 pages are rich with survey insights, case studies from B2B brands, top influencer marketing predictions, and much more.</p>
<div class="b-btn-hld b-btn-hld--centered"><a class="b-btn b-btn--yellow b-btn--normal is-alt" href="https://tprk.us/B2BIMR23-blog"><span class="text">Download the 2023 B2B Influencer Marketing Report</span></a></div>
</div>
<p>The post <a href="https://www.toprankblog.com/2024/01/top-10-b2b-marketing-blog-posts/">Best Of: Our Top 10 Blog Posts to Help With Your 2024 Content Strategy</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
Anonymoushttp://www.blogger.com/profile/06974463128557194327noreply@blogger.com0tag:blogger.com,1999:blog-6930175284681644484.post-36948310659545722072024-01-08T05:49:00.001-08:002024-01-08T05:49:43.022-08:00Elevate B2B Marketing News Weekly Roundup: B2B Becomes More Complex, LinkedIn Benefits From X Exodus, & New Google Ads Shifts<p><strong><em>B2B Marketers Own the Customer Journey, Now What? [Survey]</em></strong><br />
90 percent of B2B marketers have said that their roles have become increasingly complex, while 62 percent of marketing leaders have indicated a change from sales-owned to marketing-owned customer relationships — two of numerous findings of interest to B2B marketers contained in newly-published survey data. <a href="https://www.ana.net/magazines/show/id/btob-2023-12-b2b-complexity" target="_blank" rel="noopener noreferrer">ANA</a></p>
<p><strong><em>B2B Marketing Budget and Spend Trends for 2024 [Report]</em></strong><br />
48 percent of B2B marketers have said that they expect marketing budgets to increase during 2024, with the leading areas of marketing spending expected to be in-person events, direct marketing, and content marketing, while 25 percent noted being very optimistic when it comes to the outlook of AI in B2B marketing, according to recently-released report data. <a href="https://www.marketingprofs.com/charts/2024/50614/b2b-marketing-budget-and-spend-trends-for-2024" target="_blank" rel="noopener noreferrer">MarketingProfs</a></p>
<p><strong><em>ABM Is Proving More Effective in Some Areas Than Others [Survey]</em></strong><br />
40 percent of B2B demand generation marketers have seen account based marketing (ABM) bring significant improvement to active account engagement, with 45 percent noting at least some improvement, while 30 percent said that they used three types of ABM at their organization, as some 25 percent noted using two types of ABM — several of many findings contained in newly-published ABM survey results. <a href="https://www.marketingcharts.com/customer-centric/lead-generation-and-management-231634" target="_blank" rel="noopener noreferrer">MarketingCharts</a></p>
<p><strong><em>AI Action: Marketers Are Boosting Their Spend In 2024</em></strong><br />
45 percent of marketers have said that they saw lack of experience as the top challenge when it comes to AI implementation, followed by 34 percent who cited ethical and privacy issues, and 33 percent who pointed to budget constraints, according to recently-shared report data of interest to B2B marketers. <a href="https://www.mediapost.com/publications/article/392301/ai-action-marketers-are-boosting-their-spend-in-2.html" target="_blank" rel="noopener noreferrer">MediaPost</a></p>
<p><strong><em>2024 Influencer Trends You Should Care About [Ogilvy Report]</em></strong><br />
With the creator economy expected to hit $500 billion by 2027, the opportunity to use internal voices to make a powerful external impact will also grow, along with a rise in the power of social listening and the use of niche online communities, according to newly-published Ogilvy report data. <a href="https://musebycl.io/creators/2024-influencer-trends-you-should-care-about" target="_blank" rel="noopener noreferrer">Muse by Clio</a></p>
<hr />
<p><em>“The future of influence is one where influencers are not just adjuncts to marketing campaigns, but an integral component of brand strategies.” — Chris Celletti @ChrisCelletti</em><br />
<a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.toprankblog.com%2F%3Fp%3D36211&text=%E2%80%9CThe%20future%20of%20influence%20is%20one%20where%20influencers%20are%20not%20just%20adjuncts%20to%20marketing%20campaigns%2C%20but%20an%20integral%20component%20of%20brand%20strategies.%E2%80%9D%20%E2%80%94%20Chris%20Celletti%20%40ChrisCelletti&via=toprank&related=toprank' target='_blank' rel="noopener noreferrer">Click To Tweet</a><br /></p>
<hr />
<p><strong><em>LinkedIn Ad Prices Surge As Brands Reallocate Spending From X</em></strong><br />
Microsoft’s LinkedIn has seen advertising revenue climb as an increasing number of brands have either lowered spending or ceased advertising altogether on X, formerly known as Twitter, propelling LinkedIn to account for some 1.5 percent of overall digital ad spending in the U.S., and MediaPost recently took a look at the gains LinkedIn has made on the top ad market shares of Meta and Google. <a href="https://www.mediapost.com/publications/article/392248/linkedin-ad-prices-surge-as-brands-reallocate-spen.html" target="_blank" rel="noopener noreferrer">MediaPost</a></p>
<p><img decoding="async" fetchpriority="high" class="aligncenter size-full wp-image-36213" src="https://www.toprankblog.com/wp-content/uploads/2024-january-5-news-statistic-image-1248w.png" alt="2024 January 5 statistics image" width="1248" height="836" srcset="https://www.toprankblog.com/wp-content/uploads/2024-january-5-news-statistic-image-1248w.png 1248w, https://www.toprankblog.com/wp-content/uploads/2024-january-5-news-statistic-image-1248w-300x201.png 300w, https://www.toprankblog.com/wp-content/uploads/2024-january-5-news-statistic-image-1248w-1024x686.png 1024w, https://www.toprankblog.com/wp-content/uploads/2024-january-5-news-statistic-image-1248w-768x514.png 768w" sizes="(max-width: 1248px) 100vw, 1248px" /></p>
<p><strong><em>Threads Moves to Next Stage of Testing for Its API</em></strong><br />
Meta’s Threads is working on an application programming interface (API) that will allow full-featured third-party publishing to the social platform, and is expected to eventually also adopt the ActivityPub API, as the platform seeks to expand its online presence in the wake of users and brands leaving X. <a href="https://www.socialmediatoday.com/news/threads-api-next-stage-testing/703294/" target="_blank" rel="noopener noreferrer">Social Media Today</a></p>
<p><strong><em>Bing Tests Trending Labels In Visually Explore Box</em></strong><br />
Microsoft’s Bing search engine has begun testing designated trending-now content within its visual exploration search functionality, offering B2B marketers potential new avenues for content optimization, Microsoft recently announced. <a href="https://www.seroundtable.com/bing-trending-labels-visually-explore-36043.html" target="_blank" rel="noopener noreferrer">Search Engine Roundtable</a></p>
<p><strong><em>Google Ads team facing major restructure amid automation boom</em></strong><br />
Rapidly-expanding AI and machine learning techniques have played increasing roles in driving Google to consider making changes to its popular Google Ads sales unit, as the search giant’s automated advertising tools have propelled ad sales on pace to reach more than $10 billion, and Search Engine Land recently took a look. <a href="https://searchengineland.com/google-ads-resturcture-automa-435878" target="_blank" rel="noopener noreferrer">Search Engine Land</a></p>
<p><strong><em>Reddit Aims for 2024 IPO at $15B Valuation</em></strong><br />
Social aggregation and discussion platform Reddit has topped the 70 million daily active user mark, and is expected to go public during 2024 with a $15 billion initial public offering (IPO), reinforcing the continuing power of message forums in which real people share real-world experiences. <a href="https://www.socialmediatoday.com/news/reddit-aims-2024-ipo-15-billion-valuation/703385/" target="_blank" rel="noopener noreferrer">Social Media Today</a></p>
<p><strong>ON THE LIGHTER SIDE:</strong></p>
<p><img decoding="async" class="aligncenter size-full wp-image-36214" src="https://www.toprankblog.com/wp-content/uploads/2024January5MarketoonistComicImage600w.png" alt="2024 January 5 Marketoonist Comic Image" width="600" height="314" srcset="https://www.toprankblog.com/wp-content/uploads/2024January5MarketoonistComicImage600w.png 600w, https://www.toprankblog.com/wp-content/uploads/2024January5MarketoonistComicImage600w-300x157.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></p>
<p>A lighthearted look at <em>“Happy (Product) Returns”</em> by Marketoonist Tom Fishburne — <a href="https://marketoonist.com/2024/01/happy-product-returns.html" target="_blank" rel="noopener noreferrer">Marketoonist</a></p>
<p>Man Creates Account On GhostbusterBobbleheads.com For Faster Checkout Next Time — <a href="https://www.theonion.com/man-creates-account-on-ghostbusterbobbleheads-com-for-f-1851103196" target="_blank" rel="noopener">The Onion</a></p>
<p><strong>TOPRANK MARKETING & CLIENTS IN THE NEWS:</strong></p>
<ul>
<li><strong><em>Lee Odden / TopRank Marketing</em></strong> — 23 Influencers Digital Agencies Should Follow in 2024 — <a href="https://blog.duda.co/23-influencers-digital-agencies-should-follow-in-2024" target="_blank" rel="noopener noreferrer">Duda</a></li>
<li><strong><em>TopRank Marketing</em></strong> — 100 Best Digital Marketing Agency Blogs & Websites — <a href="https://marketing.feedspot.com/digital_marketing_agency_blogs/" target="_blank" rel="noopener noreferrer">Feedspot</a></li>
<li><strong><em>TopRank Marketing</em></strong> — Trends Forecast for 2024 — <a href="https://www.thisbrandworks.com/2024-marketing-trends" target="_blank" rel="noopener noreferrer">TBW</a></li>
<li><strong><em>Donna Robinson / TopRank Marketing</em></strong> — Using LinkedIn to Elevate B2B Influencer Marketing — <a href="https://www.linkedin.com/pulse/using-linkedin-elevate-b2b-influencer-marketing-donna-robinson-kp3gc" target="_blank" rel="noopener noreferrer">LinkedIn</a> (client)</li>
</ul>
<p><strong>FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:</strong></p>
<ul>
<li><a href="https://www.linkedin.com/in/lisabarone/" target="_blank" rel="noopener">Lisa Barone</a></li>
<li><a href="https://www.linkedin.com/in/purnavirji/" target="_blank" rel="noopener">Purna Virji</a></li>
<li><a href="https://www.linkedin.com/in/ranimani/" target="_blank" rel="noopener">Rani Mani</a></li>
<li><a href="https://www.linkedin.com/in/jennihilton/" target="_blank" rel="noopener">Jenni Hilton</a></li>
<li><a href="https://www.linkedin.com/in/martinjonesonline/" target="_blank" rel="noopener">Martin Jones</a></li>
</ul>
<p><a href="https://www.toprankmarketing.com/about-us/" target="_blank" rel="noopener">Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry</a>.</p>
<p>Have you come across a key B2B marketing news item we haven’t covered yet? If so, please don’t hesitate to drop us a line in the comments below.</p>
<p>Thank you for taking the time to join us for this week’s Elevate B2B Marketing News, and we hope that you will return again next Friday for another array of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can <a href="https://www.linkedin.com/company/toprank-online-marketing/" target="_blank" rel="noopener">follow us on our LinkedIn page</a>, or at <a href="https://twitter.com/toprank" target="_blank" rel="noopener noreferrer">@TopRank</a> on Twitter/X for even more timely daily news.</p>
<p>The post <a href="https://www.toprankblog.com/2024/01/elevate-b2b-marketing-news-010524/">Elevate B2B Marketing News Weekly Roundup: B2B Becomes More Complex, LinkedIn Benefits From X Exodus, & New Google Ads Shifts</a> appeared first on <a href="https://www.toprankblog.com">B2B Marketing Blog - TopRank®</a>.</p>
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