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Perhaps the most difficult part of delivering B2B SEO content on a regular basis isn\u2019t the actual writing itself; it\u2019s mostly deciding what to write about. B2B SEO clients often over think the content marketing component of SEO. What it really comes down to is simply creating content that your target audience members will find beneficial and that can be edited to include specific SEO elements, including targeted keywords.<\/p>\n
What we often tell our B2B SEO clients is to think about everything that happens within the business and breaks it out into topics to write about. This includes all marketing efforts. For B2Bs, trade shows can take up a significant amount of the marketing budget and therefore it\u2019s important to leverage each trade show appearance for SEO by creating trade show focused SEO content.<\/p>\n
A press release should be written and published online anytime anything newsworthy is going on in the business. These press releases will appear over time for branded search terms and provide additional information to prospects that are interested in what you have to offer. Presenting at or speaking at a trade show is certainly a newsworthy event. The press release should include information about your business and about the event itself including reasons why your business is attending. Optimize the release by including keywords in the title and body. Its no longer accepted practice to include keyword rich anchor text links within the body of the release and all links should be no followed. However, the full html links that you include still serve an important purpose- they can direct traffic to your site!<\/p>\n
Like the press release, you should do a write up that will be included on your company blog. Include all relevant information and maybe even give a sneak peek as to what visitors to your booth can expect to see. The goal is to get people excited.<\/p>\n
Social media isn\u2019t just a stand-alone online marketing strategy. It\u2019s intrinsically tied to SEO since the search engines pay attention to social signals, or the content (links) that get shared in social media naturally. Not all of your social followers will be attending the event, so use social media to keep them in the loop and take the opportunity to post live throughout the event. Utilize trade show hashtags that will connect you with others that are at the event or interested in the event. You never know what types of networking opportunities can come out of this.<\/p>\n