In my previous entry we examined content strategy as a means for driving the inbound, and the importance of that complete content strategy. Now its time to think about the means of gathering inbound responses and nurturing them through to real opportunities using that content strategy. Then, we’ll move on to your overall Social Media Strategy next time.
Of course, search engines, namely Google, Bing and Yahoo, remain one of the primary method for B2B marketers to lead interested parties to web properties. But you really have to pay attention to some very subtle interactions in order to really optimize the way your search engine optimization efforts pay off. Now, I am not an SEO guru – you will have to recruit your own or engage your agency partners to do the whole job. In fact, you can engage both an agency and software tool partner to get the most of your SEO – companies like Covario, as an example, have services and tools to help maximize the outcome. But, I can help you with the strategic thinking.
Notice I referred to web properties. Delivering the absolute best content to establish relevancy to your searching audience means setting up the landing pages to reflect search term propensity. One indicator of poor relevance or difficult user experience is the bounce rate for your landing pages. That is, the ratio of visitors who land and immediately leave to the number of visitors who stay on page and/or click through to other content. So, you have to set your landing content and creative up to properly optimize for relevance.
That way you avoid the bounce.
Two other key elements for success: content strategy and persistence. Let me start with the latter. The search engines “know” your pages, URLs, and content by spidering through a variety of embedded web information plus the relevance of external pages linking through to your site. This combination contributes to your site “authority” as ranked in the search engines. Better authority delivers better ranking and results. Better authority comes from persistence of all the page elements noted above. So, don’t set up a bunch of “floating” URLs in an attempt to garner URL optimization – that backfires. Rather, spend the time to connect the landing pages and site experience with your main pages, and build an additive strategy.
I was interviewed recently at Sapphire about social media marketing – see it here.
Now, back to content strategy. Nothing will help optimize for relevance than a properly constructed, long-term oriented, and viable content strategy. By that I mean one which is sustainably adding and refreshing content on and around the landing environment to encourage retuning visitors and more and better relevance driven by testing. Make certain your testing program is as robust as the other components of the overall strategy. Invest in the test. That way your refreshed content can “challenge” existing content in a way that clearly establishes the “champion” content for every refresh.