Some updates to Google’s algorithm have a bigger impact than others. With the rollout of BERT (Bidirectional Encoder Representations from Transformers) in 2019, Google’s algorithms went from simply understanding words to being able to understand the context that the words were in. For example, think about how the meaning of the word “bank” differs in these sentences: I am going to the bank. / I am standing on the bank of the river. Thanks to the BERT algorithm, Google recognizes these nuances, and is able to provide search results that more closely align with the subject being searched for, providing the searcher with information that is more relevant.
Even before COVID, webinars were a key tool for marketers. And for good reason: according to a study conducted by GoToWebinar, 73% of B2B marketers and sales leaders believe that webinars are one of the best options available to generate high-quality leads.i Now, due to the pandemic, the use of webinars has skyrocketed, with organizations using them for everything from new product launches to professional education. At the same time, people are realizing that webinars offer a lot of benefits – mostly relating to time and cost savings – that will continue to resonate, even after the coronavirus abates.
Do you need a pillar page? If you want to support your website visitors and boost your Google rankings, pillar pages are definitely something to consider. Pillar pages are a way of organizing content on your website to (1) make it easy for visitors to find high-value information on a specific topic, and (2) improve your search engine rankings.
Will content (marketing) still be king in 2019? Well, there is going to be an uprising. But it isn’t another platform or tool that’s threatening to disrupt content’s reign. The threat is actually from too much content. The sheer volume of content that is being created is making it increasingly difficult to reach your targets. Marketer Mark Schaefer coined the term “Content Shock” to describe this phenomenon, where the amount of available content vastly exceeds our ability to consume it. For B2B marketers, this means that your content has to be powerful enough to break through the noise and draw your prospects to it, offering them true value. So given today’s crowded marketplace and ever-increasing amounts of content, how can you ensure that your content reaches your desired audiences?
If you’re a B2B marketer, chances are you’re churning out a lot of content. “Content is king,” you might be muttering, as you compile stacks of blog posts, white papers, case studies, and more. But in the rush to keep the fresh content coming, you may be making some common mistakes. We’ve put together a list of “what not to do with online content marketing,” to highlight the 5 most common digital marketing failures that we see in B2B content marketing.
Now that you’ve developed a range of high-quality content, carefully matched to each stage of the buyer’s journey, how do you get your prospects to read it? The truth is that even the best content in the world needs help to gain the attention of targeted prospects. It's important to market your content in order to get more online traffic. The internet is the most crowded marketplace on the planet, and there are literally billions of competing voices and distractions.
There’s a lot of pressure on your B2B marketing content to perform. It has to connect with all of your different buyer personas, it has to pull them along all the steps in their buyer’s journey, and ultimately it has to transform them from a prospect into a lead, ready for interaction with your sales team.
Remember mass marketing? If you do, you’re probably familiar with rotary dial phones, and maybe you even owned a Walkman. Mass marketing – which for a long time ruled the sales process – is vanishing into history, along with floppy disks and fax machines. Now, thanks to the internet, content marketing is king, and it completely changed the way companies sell their products and solutions.