B2B Marketers: You Have Content Online… Now What?

Once B2B Marketers realize the critical need for content to support online initiatives, it is easy to get so entrenched in creation that the marketing of that content is overlooked.

There is an adage in the Internet marketing space that “content is king” or “build it and they will come“. The unfortunate truth is that content still needs to be marketed to achieve visibility. Gary Vaynerchuk hit the nail on the head when he was quoted saying,

“Content is king but marketing is queen and the queen runs the household.”

How does the B2B marketer develop content and also create marketing strategies for bringing visibility of that content to their target audiences online? The answer lies in search engine marketing and social media strategies.

The Importance of Search Engines
Search engines represent the largest pool of potential prospects for any business. Google, Yahoo, and Bing receive over 300 million visits per month. Google is the #1 destination online (via Compete.com).

Link building as an important component for achieving visibility in search engines. Quality links with keyword/topical relevance make it more likely your web page will be displayed (in search results) when a prospect searches Google (or Yahoo, Bing, etc) using a strategic keyword.

The Emergence of Social Media
As social media becomes a mainstay in how we use the Internet, it opens up completely new methods for marketing content and achieving visibility. Millions of users flock to LinkedIn, Twitter, Facebook, blogs and social news/bookmarking sites every day.

There is no reason why B2B marketers should not tie together the goal of being found in social media and search engines when marketing content. After all, linking and the distribution of links are key components to how content finds its way through social media channels.

Bringing Visibility to Content via Social Media & SEO
On March 24th, I will be presenting examples and techniques KoMarketing Associates have leveraged that combine social media, link building, and SEO to bring success for our clients at the B2B Content Marketing Summit.

The half day event will also feature presentations from Stephanie Tilton of Ten Ton Marketing and Patrick Cahill of Rally Point Webinars, in coordination with Dave Crouch of Ten24.

The goal is to provide concrete strategies for creating, managing and marketing content on the web. My presentation will specifically focus on:

• Building links to your content before and after you publish
• Tying social media initiatives and SEO strategy together to create better content
• Leveraging content to take advantage of blended search results

I am excited about the opportunity to present with these talented individuals and share knowledge and insights with the audience. For more information and registration for the event, please check out the Learn24 website or contact me directly for details.

Hope to see you there!