B2B Content Strategy Must Focus on Recency, Quality and Relevance
As you know, Google implemented its Freshness algorithm in early November to provide more relevance for time-sensitive queries. You can learn more about the freshness update in the “Catalyst POV on Google Freshness Algorithm,” which estimates the Google freshness update will affect 35 percent of searches in the SERPs. As a result, this update requires a major shift in B2B content strategy with a focus on recency, quality and relevance.
B2B marketers can change their content strategy to make sure the freshness update doesn’t negatively affect their positioning in the SERPs. One line of defense is to use RSS feeds to generate fresh links. This will help you display relevant links to users searching for time-sensitive topics and can also improve your organic positioning by moving competitive results down in search results.
Develop a Focus on Recency, Quality and Relevance
Because of the freshness update, recency becomes an important element in B2B content strategy. While content has always been important, it has now become even more so. The B2B sales process is becoming more diffuse as customers lengthen the sales cycle by conducting more research before making a purchase decision.
Customers are doing their homework, which means B2B marketers must continuously modify their content in order to serve their audience’s needs. B2B organizations can help their customers understand their offerings by focusing on customer needs, providing them with useful information about the benefits their products offer, while educating them on what’s happening in the marketplace.
Keeping Your Content Fresh and Relevant
To create fresh, relevant content, B2B marketers must better understand customer needs and know how they arrive at their buying decisions. They can gain some insights on this process by creating a simple Q&A used to solicit some information about customer needs during the buying process. These insights can help marketers create content that addresses their customers’ concerns.
Once you gain these insights, you can provide content that helps your customers during the decision-making process. Find out what topics are on your customers’ mind, and then figure out how your value proposition applies to these topics.
You can create a content strategy by providing content in the channels that offer your customers the information they seek, based on your research. For many B2B marketers, this will include a blog, RSS feed, and press release optimization. But it can also include video, user-generated content and product reviews.
After creating a content strategy, you can track how well your content is performing and how to improve your website performance. Create a content tracking analytics program to measure the effectiveness of each channel’s content. Factor in such Key Performance Indicator’s such as reach, relevance, and conversion metrics to determine how each content channel is performing.
In conclusion, B2B marketers must develop a search content strategy that takes advantage of the freshness update. It is now more important than ever to implement a content strategy that focuses on recency, quality and relevance.
