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Navigating the ups and downs of B2B content marketing

Telemarketing and posted advertisements have small impacts on businesses today. As the growth of the internet overtook the world, it’s become imperative for all businesses to change their marketing strategies.

About 78% of CMOs are saying that the future of marketing starts with custom content. So it’s become abundantly clear that B2B marketers need to incorporate specific content online to make their companies relevant.

Whether setting up a new sustainable business or building on an existing one, you’ll need to approach content marketing with a specific strategy. This should include ways to help you use content marketing to help build your brand and expose your company to the millions of business professionals actively using the web every day.

Let’s explore some of the best strategies to employ.

Google’s Panda algorithm reduced poor quality content from surfacing

Since Google dominates over other search engines, it becomes the focus of most, if not all, content marketing strategies. When SEO was originally introduced to search engines, most content contained poor quality and, with blackhat SEO tactics, marketers could overtake the entire first page of any search.

Google, which learns quite quickly, caught onto the schemes and integrated the Panda algorithm, which could quickly reduce the poor-quality content from surfacing on the internet. The original release was in 2011, and it was a significant game changer for SEO practices.

The ups

Creating quality content becomes the most important part of B2B marketing. Quality content stands a better chance at ranking than it used to in previous years.

The downs

During the last update of Panda, if any content on your domain was considered spam, it devalued the entire website. However, with the Penguin 4.0 update, this has finally been lifted. However, an individual page can still be demoted because it’s considered spam to Google, even if it isn’t.

Hummingbird algorithm increases precision on search results

With the release of the Hummingbird update, B2B marketers faced a new challenge. This update helped create more precise searches that were also quicker. The program takes all content into context as opposed to valuing the search based on each word alone. Essentially, it creates a language for the search engine to understand what the focus of the content is specifically.

The ups

B2B marketers are now able to focus more specifically on keyword and keyword trails (up to 5 words) to help optimize content to be more specific. Businesses with a general subtopic no longer battle for the top spot. Each company can create content that’s specific to them and rank more efficiently on keywords.

The downs

While focusing on specific keyword trails can be a benefit, it comes with negatives as well. It’s becoming more difficult for a B2B marketer to rank for more generalized keywords. Being successful with the search engine requires a B2B marketer to develop a bulletproof strategy for ranking now.

It also requires businesses to have a larger team since more work is involved with ranking. External service providers can help with carrying on the extra duties without overpaying employees. Still, it’s an added expense for all B2Bs looking to thrive with their online content.

Penguin update adds real-time updates and granulates pages

Penguin, updating most recently to 4.0 in September, created a more dynamic solution for content marketers and for those impacted by the Panda update. While certain companies were required to disavow their backlinks to spam websites to regain rank, the final update gave much-needed clarity and solutions for businesses.

The ups

Penguin gives businesses the opportunity to re-rank on the search engines if one of their links was considered spam by the crawl bots. Acting on a granular level, every page on a domain has a value. This means that one page no longer devalues an entire website. If you make any B2B marketing mistakes with your content, you won’t have to fear anymore. You can A/B test more efficiently to see which SEO tricks work and which don’t work without compromising the entire website.

The downs

While domains still hold value to a page, it may require a little more promoting to get a page ranked with the real-time updates. However, there is not enough substantial evidence to support this.

B2B marketing has become more complex, yet easier

Oddly enough, the updates have become more complicated and also easier at the same time. Entrepreneurs who embraced automation throughout the years and have the know-how in business marketing will find the algorithm changes to be easier for their B2B marketing strategy. However, it has become more complex and difficult for companies to post content and get the same rankings for higher keywords than in previous years.

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