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B2B SEO Tips for Content Marketing

Any content marketing piece that is posted online should be optimized with a couple of your best search terms.

First of all, if you’re creating and posting new content anywhere online about your corporate website, let me extend to you an earnest, well-deserved congratulations on your content marketing efforts.

Whether you’re posting on sites like LinkedIn and YouTube or adding new content like case studies, news releases and blogs to your own website, every bit of content marketing will help your B2B SEO. We’ve found that our clients who regularly add content see the most improvements in their search engine rankings.

But …

You’re leaving a lot on the table if you’re not implementing basic B2B SEO tactics with each new piece of content to perform well on the search engines.

Why go to the trouble of creating content and then not giving it every chance to be found in online searches? It’s like creating a great radio commercial and never mentioning your company’s name – a lot of your hard work and your company’s resources spent without generating any new business.

We’re not asking you to become B2B SEO experts. You’re an expert in your field, and that’s an important thing. We’re recommending you take a few simple steps to leverage your specific expertise and turn your content into high-quality traffic generators.

There’s a lot of talk about how people search online using phrases instead of keywords, but those phrases still contain keywords, and that’s where your SEO efforts should begin. With every content marketing effort, you should pick two or three of your best search terms and make sure to work them into a few basic spots:

  1.  The address for the specific page (like www.yourdomain.com/your-best-search-term.html)
  2. The headline (Your Best Search Term [Does Something] or [Your Company] Offers New Best Search Term)
  3. A couple sentences in the text
  4. The SEO fields that should be part of your content management system (if they’re not, ask your web developer to add an SEO plugin)
  5. The file name of any images you include on the page (your-best-search-term.jpg and another-good-search-term.jpg, if you’re using more than one image)

If you’re creating a video, PDF or slideshow, make sure to put a good search term in:

  1. The name of the file (your-best-search-term.pdf or your-best-search-term.mov)
  2. The headline that will appear on YouTube or SlideShare.net or whatever site you’re posting to
  3. The description that will appear below the headline

And don’t forget the links:

  • Always link to at least one relevant page on your website
  • Include a call-to-action (“Contact us now to learn more about your best search term” is always a good option) and link that to your contact page

Lastly, once the new content piece is live, promote it on social media (and on your blog), including a search term and links to the new piece and to your website.

In the end, as a B2B SEO novice, you’ve got three rules:

  1. Put a good search term everywhere you can
  2. Link back to your website
  3. Promote the new content on social media

What kind of new content should be optimized? Basically everything, including:

  • New product pages
  • Case studies
  • Blog posts
  • Technical papers
  • Application notes
  • Press releases
  • PDFs
  • Social media posts
  • Videos
  • Slideshows

Any content marketing piece that is posted online should be optimized with a couple of your best search terms.

How do you know what your best search terms are? Ask your B2B SEO vendor what search terms they use in the work they do for your company.

If they haven’t done any keyword research for you or if you don’t have a B2B SEO partner, give us a call at 877-799-9994 ext. 2102 – we’ll be glad to help.

And, seriously, stop posting unoptimized content. A good piece of content is a terrible thing to waste.