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Search Engine Land’s observer, Nate Dame, notes that today in the B2B segment, buyers make about 90% of their site movements themselves. Do they always find your brand on their way? SiteActive translated the column of the expert to answer this question.

Content marketing is no longer a new strategy, and as every corner of the Internet is now filled with content, marketers increasingly need to confirm ROI and increase revenue. Modern SEO for years has been a secret weapon for creating content that stands out against the backdrop of the rest of the information. And now, when B2B marketers discover the importance of placing content at every stage of the user path, SEO already has the tools to help them in this.

Why combine content marketing with customer journey?

Practice shows that the distribution of marketing activities along the way of the user increases the upsides and cross-channels by 80 percent.


This is due to the fact that users’ paths are changing. So that most of the customer journey was in the marketing territory.


Now 77% of B2B buyers do not even talk to the seller until they conduct their own research, and can commit about 90% of their travel independently. Then before marketers the question arises: do buyers always find your brand during the journey?

If buyers do not find your company, they find your competitors. Therefore, it is necessary to determine not only the user’s path, but also how it is oriented in online. And then create the content, which he himself will find a potential buyer at the right time.

1. Determine the goals of the user’s journey

We all know what a standard customer journey looks like, but mapping marketing activities for this path means revealing some specific details. For example, the path of a buyer investing in a technical platform can be very different from the way a user hires a logistics partner.

In determining the specifics of the unique customer journey of your audience (and perhaps not one), ask yourself and your team :

  • What are the problems encountered by buyers?
  • Internal or external factors cause them to seek a solution?
  • How do they study solutions?
  • Type they need and on what content they react?
  • What are the most Important factors when comparing contractors (price, customer support, feedback or something else)?

The most specific answers to these questions will help you create a solid foundation for content optimization.

2 . Get insights with keywords and study the intentions of the user

With a detailed description of customer journey, the next step is to understand how your audience makes such a journey online, especially through search engines. And they definitely use search engines: 71 percent of B2B decision-makers start the decision-making process from the Internet search.

And traditional keyword search is not enough. People use Google to ask questions. And working with Google’s algorithms to deliver content to your audience requires marketers to understand the issues behind the keywords.

Google identified four micromounts that describe the majority of search queries:

To understand the user’s intent, look at the micromoent associated with each target keyword: try to google your keywords and see what the results are Organic search will be issued by Google.These 10 links can tell:

  • What content is your audience looking for. Definition of a product? A free trial version? Action list?
  • What type of content do they prefer. A large number of video files means that they watch the video.Many infographics mean that they download graphic materials.
  • Where they are on the buyer’s way. Definitions – in the beginning. Prices – at the end.
  • With whom in the team should talk. If you receive content reflecting the situation as a whole, then probably the questions are asked by the company’s executives. If you receive detailed technical instructions, these keywords are used by the staff directly performing the work.

For example, a Google search on the request “content management” gives a definition in the extended snippet, several similar query options and a whole page With sites where the definition of this concept is given:


If your company creates a CMS , Then you know that when people search for this term, they need a clear definition. They do not need different content functions : They are at the beginning of the customer journey and are likely to be executives or executors. Use information about the user’s intentions to match his keyword to the step of his journey.

All these ideas will help you create the content that users need at a particular stage of their movement toward the goal.

3. Create content for each stage of the customer journey

It’s time to create content – or to optimize the existing one if it’s enough.

First, look at the content that you have, compare it with the intentions New user and think about where you do not have enough content that would satisfy the user’s needs. If the keyword has a strong intention Buy do you have a sales / product page? If the keyword has a strong intention Like or Make do you have any useful resources? If the answer is no, begin to prioritize.

Also, think:

  • whether the content matches the preferences of your audience;
  • whether your content is better than the one that
  • whether the content fits the right segment of the audience;
  • whether the CTA content is relevant to the buyer and the stage of his journey;
  • whether the content is displayed on mobile devices.

Optimize the content that you have. So much easier and faster than starting from scratch.

Finally, create content to highlight questions that you do not have answers for.

You may have a long list of content that needs Optimization and / or creation – it’s great! However, do not rush and do not create poor-quality content.

4. Measure and customize

As with any SEO and content marketing strategy, you certainly need to monitor your engagement and conversion to ensure that you are making the most of your efforts. Look for signs of involvement (or lack thereof):

  • CTA. If CTAs are ignored, they do not interact with the content.
  • Forms . If potential customers find themselves on pages that require registration but do not fill out forms, the content does not reach marketing goals.

Other standard SEO metrics can also help determine how the strategy works before sales start :

  • Ranking. If your content grows in organic search, it means that it is getting better.
  • CTR. The increase in CTR means that you are properly targeting the needs of your users and the main problems.
  • Time on the site. A longer time on the site may mean that users interact with your content, but this is not the best metric.
  • Bounce Rate. Study the content before evaluating the high bounce rate as bad or good. Traditionally, this is considered a bad sign, but if you just give a definition on the page, it’s probably all right. Or, if you constantly publish posts on blogs, it’s probably normal if users “refuse” them.
  • The total number of visitors / page views. If it is stable and / or increases, you attract the best customers.

If something does not work – for example, there are no clicks from organic or the form is not filled, check other options. Rewrite the title and description that appear in the search results. Shorten the shape and change the color of the button. If small changes do not help, think again about the intentions of the users and make sure that you answer questions from the audience better than competitors.

Use SEO to influence buyers at every stage

A company that Does not understand how customer journey is connected with the creation of content, eventually spends time and misses potential customers. The link between SEO, content marketing and customer journey allows you to create a “voice” and a brand presence that will drive potential customers to purchase throughout the journey.

Build a customer journey map, extract the necessary information from the keywords, study the intentions of the user, and then create content for each stage. When you begin to measure the results, you will find that the indicators speak for themselves.

Source: Search Engine Land


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