Making content marketing accessible
Content marketing is important for B2B organizations; research shows that 90 percent of B2B marketers engage in it. Relevant, useful content can draw new leads to a website and encourage conversions. However, if these prospects do not come in contact with the website, all of the effort it takes to develop it will go to waste. Businesses need to concentrate on search engine optimization along with content marketing in order to get the most out of their efforts, according to Search Engine Watch.
eMarketer provided statistics from a CMO Council and Netline survey where B2B decision-makers cite accessibility as the second most important characteristics of B2B content. Accessibility takes many forms. For example, a number of those who responded to the survey use mobile devices to browse the Internet. If an organization's website is not optimized for mobile, it is losing potential customers in alarming numbers. Google Analytics can show the behavior of mobile users, according to Search Engine Watch. Marketers should take advantage of this function to evaluate how their websites accommodate mobile users, and make improvements where necessary.
Another aspect of accessibility is ensuring that content is visible on the website itself. Locating the best parts of a website to promote and cross-link content is another task in which Google Analytics can be very useful. Visitor flow reports show the path users take through a website before completing certain actions, such as such as signing up for email subscriptions or purchasing a product or service. If there is a page that experiences heavy traffic, that is an excellent choice for cross-linking quality content.
Another way to ensure that a business' content is visible to those who need to see it is to concentrate on building relationships. The survey results indicated that 47 percent of B2B decision-makers found professional associations and online communities most valuable in influencing their buying choices. This is a good indication that content cannot exist in a vacuum. Inbound links from reputable sources can do wonders for the effectiveness of an organization's content. Building relationships with professional interest groups on such websites as LinkedIn and specific industry forums is a good place to start. Social media marketing initiatives also involve finding a community of industry professionals and building relationships across all platforms.