Content marketing has become one of the most effective means of driving business for B2B technology companies.  Your ability to be found online has a profound effect on your bottom line. Developing high-quality content has more of an impact on SEO than any other marketing effort.  Without content, there is no SEO.  Here’s what else to consider when developing your content marketing strategy.

“A successful content marketing strategy will involve a variety of different content types, including written blog posts, videos, infographics and webinars.” – Marketing Insider Group

Utilizing a diverse set of blogging techniques gives marketers the best chance to reach their target audience. Communicating your thought leadership through different media gives your visitors the chance to consume your content in their preferred method. It also allows content developers to remain creative and keep your company blog and social media pages from becoming stale.

“58 percent of marketers agree that “original written content” is more effective than visuals and videos.” – Social Media Examiner

While visual content continues to gain in popularity and usage, written content still continues to be an extremely effective and essential piece of any content marketing strategy.  Originality as well as educational value and entertainment are the most important aspects when developing a piece of written content.  Using a variety of sources and experiences will help you to create articles that speak to your audience and come across as fresh ideas.

“43% of B2B marketers say blogging is their most important type of content.” – Social Marketing Industry Report

Having a company blog and posting to it 3-4 times per week is the best thing you can do to improve your SEO and number of website visitors.  Premium pieces such as eBooks and whitepapers are effective in converting visitors to leads, but getting people to your site in the first place is where you’ll see the impact of your company blog.  Blog articles, when used to introduce and promote your premium pieces will also increase conversions.

“Content marketing gets three times more leads than paid search advertising.” – Content Marketing Institute

Not only is content marketing more effective than paid search, it has a much longer shelf life.  Paid ads are still a necessary piece to an overall marketing plan as they allow you to reach a large, highly targeted audience, but even paid ads are less effective without content to back them up.  Quality blog articles and premium pieces can create traffic and conversions for years where paid ads only run as long as you’re willing to invest in them.

“Video will represent 82% of all IP traffic in 2021.” – Business Insider

While this number may seem a bit inflated, there is no doubt that video is quickly becoming an essential piece of content marketing.  Video comes in many different forms including company overviews, product demos and educational pieces.  While written content will never go away, as it continues to be a preferred way to consume content, incorporating video has become just as important.

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