This week we revisit some favorite B2B marketing discussions to see what’s new. Dan Pacifico highlights a handy guide to keyword targeting, a slippery issue for SEO experts that hasn’t gotten any simpler but has big payoffs. Leanne Terpak finds that data-driven marketing is increasing significantly (she’s got the numbers to prove it) and that marketers indicate this trend will continue. Jenn Vitello reminds us to regard content as a valuable asset and to treat it as such as we apply it to B2B buyers, often globally, usually across multiple platforms and devices. Andy DeBrunner challenges us to consider not only the current reality but the future implications of user behavior: does it matter to you, for example, that teenage enthusiasm for Facebook appears to be waning? That’s our roundup this week.
Chuck Manners, CEO
Keywords have always been a sticking point for SEOs when it comes to content. This week we look at one of the top SEOs tips for optimizing your content. Although many people talk about how keyword optimization is not as simple as it once was, it still is a necessary process and when done effectively can help make sure you are getting your content out on search engines. This blog post dives into the metrics behind keyword optimization not only for on-page factors but how it can help your SEO from external sources as well.
Dan Pacifico, Search Manager
Data-driven marketing has been on the rise, according to a June 2013 study by BlueKai. The study was compiled from responses from a significant number of marketing executives and media buyers.
The key findings:
The study also showed that a concern of marketers is expanding their data usage. When asked about the most important areas for data to expand to, analytics was mentioned as the number one factor, followed by search and social, which topped last year’s survey.
Leanne Terpak, Analytics Director
A 13-year-old recently wrote this interesting opinion piece for Mashable highlighting something that is certainly on Facebook’s mind. The issue is the perception that Facebook’s popularity is waning in the teen audience. While the numbers of teen Facebook users continues to increase, teens’ enthusiasm for the network does not. So what does this mean for your company? For now, probably nothing. The clear conclusion to draw is that if teens don’t buy into Facebook now, then they’ll be using other platforms when they get older. It would be an easy prediction to make. “Let’s invest in Tumblr now because those teens love it! When they’re older, we’ll be there waiting for them.” But is this way of thinking wise?
After all, it seems likely that they are choosing the platforms they use now because of their current needs from a social network. But as they grow older, their needs will change and possibly be more suited to Facebook if for no other reason than sheer size of market share. So today’s teen Tumblr users may be tomorrow’s twenty-something Facebook users. So unless you have a teenage target audience, this very well may never affect you. Now, you’re probably asking yourself why I’m wasting your time with this if it’s not relevant to you now and probably never will be. What I’m hoping to illustrate is the potential power of thought exercises like this one. Asking questions that may or may not apply to a given situation and digging a little deeper to see what’s there. Exploring demographics, user preferences, behaviors, potential use-cases, etc. and searching for unclear connections allows us to be proactive, not reactive, marketers. Simply knowing that teens are not loving Facebook isn’t very helpful, exploring what that MIGHT mean for you and your company can be truly valuable and uncover real opportunities. Too often people ignore information because it isn’t currently relevant to them, but the real advancements are made when the connections aren’t quite so obvious. You may not always strike gold, but that doesn’t mean you should stop looking.
Andy DeBrunner, Social Media Manager
Content is truly your most valuable asset and it should be treated as such. With so many factors to consider (optimizing content, translating content for your global audience, ensuring it's readable across all devices), B2B companies should start with these four steps. The first one is understanding where your customers are in the buying cycle and delivering content for that stage. I know, I've said this before! Secondly, for global companies, it's crucial that you consider localized keyword targeting and regional variation. Identify content segments critical for localization and start on those first. The third tip is to ensure all action steps, and most importantly that final conversion step, are device-specific. Lastly, test, test, test! Establish measurable KPIs and keep refining based on your results.
Jenn Vitello, Content Manager