5 Ways SEO Can Shine a Light on Your Unseen B2B Content

“Look, marketers. Everywhere the light touches is content beloved by customers.” “But what about that shadowy place over there?” “That’s our unseen content. We worked hard to create it, but nobody ever visits it.” “That’s really depressing.” “That’s life.” Okay, sorry to bring the room down. And I’m also sorry to say that it gets worse. A recent study found that 69% of all web content is not seen by consumers. The remaining 31% is our kingdom. Fortunately, there are many ways to create content that beats the odds. For example, you can co-create with influencers, or experiment with interactive content that inspires social media sharing. But what about the content you have already created? The really good stuff that never caught on with an audience? With the right search engine optimization, you can shine a light on that content and help it earn organic traffic. Here’s how we do it. Ungate the Good Stuff Five years ago, the best practice for marketers was to gate your most valuable conte..

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Pro Tip: It’s time to evaluate your martech budget

Martech: Management Get the most important digital marketing news each day. See terms.

Pro Tip: It’s time to evaluate your martech budget During the coronavirus crisis, it's important to make the hard decisions about what tools are essential and what are not. Delaney Kline on April 2, 2020 at 7:55 am More With the introduction of state-mandated quarantines and non-essential business shutdowns, technology for marketing and communication are more important than ever.
As businesses begin revisiting their budget and reassessing the ROI of SaaS technology, it’s important to keep productivity as a top priority.
Start by assessing what tools are essential to your team, which ones are “luxuries,” and ultimately, which platforms are expendable.
Examples of essential tech:
Platforms that house historical metricsTools your team uses every dayCom..

Martech: Management

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Pro Tip: It’s time to evaluate your martech budget

During the coronavirus crisis, it's important to make the hard decisions about what tools are essential and what are not.

Delaney Kline on April 2, 2020 at 7:55 am

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With the introduction of state-mandated quarantines and non-essential business shutdowns, technology for marketing and communication are more important than ever.

As businesses begin revisiting their budget and reassessing the ROI of SaaS technology, it’s important to keep productivity as a top priority.

Start by assessing what tools are essential to your team, which ones are “luxuries,” and ultimately, which platforms are expendable.

Examples of essential tech:

  • Platforms that house historical metrics
  • Tools your team uses every day
  • Communication tools such as instant messengers and video conferencing
  • Organizational tools

Examples of non-essential tech:

  • Premium tools (consider reverting subscriptions back to basic enrollment)
  • Tools with a low ROI
  • Platforms utilized by only a few team members

For companies that are new to a remote setup, employees will be relying on familiarity to continue production, meaning it’s crucial that you remain subscribed to the tools that are seen as essential for your team’s day-to-day tasks.

On the bright side, this may be a great opportunity to reconnect with your team and decide which platforms aren’t meeting your expectations. Perhaps these cuts will act as a way to simplify your processes.

Pro Tip is a special feature for marketers in our community to share a specific tactic others can use to elevate their performance. You can submit your own here.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Delaney Kline Delaney Kline is a growth specialist at Fractl, a creative digital marketing agency specializing in the creation and promotion of branded content. When she’s not 12 pages deep in industry news, you can find her on a trail in Colorado with her dog or watching true crime documentaries (again, with her dog).

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5 Stars: 20+ Tips to Invigorate Your B2B Marketing Using Testimonials & Reviews

What’s in a review? With the right client testimonials and customer reviews, B2B brands can increase trust and loyalty in uncertain times while strengthening existing connections and fostering new ones. Your brand may even be sitting on a goldmine of evergreen trust-building user-generated content. Let’s take a look at 20+ tips to invigorate and expand your B2B marketing toolkit with a smart customer review and testimonial strategy. Making The Statistical Case For Testimonials & Reviews With some surveys showing that 90 percent of adult Internet users rely on reviews before making purchases, and others placing the figure even higher at nearly 99 percent, it’s important for B2B brands to make sure they feature the reviews and testimonials their customers have taken the time to write and share online. Despite their unique power to build brand trust, just 43 percent of B2B businesses use reviews in their marketing toolkit. Conversion rates can skyrocket by as much as 270 percent when onli..

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How local businesses should be communicating with customers during COVID-19

Local Get the most important digital marketing news each day. See terms.

How local businesses should be communicating with customers during COVID-19 Hear how local search veterans are using every channel available to help their clients stay relevant and keep customers informed. George Nguyen on April 1, 2020 at 10:15 am More “The question should be, ‘How do I get proper COVID messaging to my communities or my customers, wherever they may be?’” says Adam Dorfman, director of product management at Reputation.com, highlighting the need for effective communication between businesses and customers during the coronavirus outbreak.
Social distancing and other safety measures have severely impacted day-to-day operations for local businesses, and these changes can be jarring for customers caught unaware. During our local search edition of Live with Searc..

Local

Get the most important digital marketing news each day. See terms.

How local businesses should be communicating with customers during COVID-19

Hear how local search veterans are using every channel available to help their clients stay relevant and keep customers informed.

George Nguyen on April 1, 2020 at 10:15 am

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“The question should be, ‘How do I get proper COVID messaging to my communities or my customers, wherever they may be?’” says Adam Dorfman, director of product management at Reputation.com, highlighting the need for effective communication between businesses and customers during the coronavirus outbreak.

Social distancing and other safety measures have severely impacted day-to-day operations for local businesses, and these changes can be jarring for customers caught unaware. During our local search edition of Live with Search Engine Land Friday, Dorfman and other members of the local search community shared communication strategies and tips agencies and business owners can use to keep customers informed.

Use your site to inform customers. “It should be front and center, because everybody wants to know, are you at the very least keeping your own employees protected — all that sort of information,” Dorfman said, recommending that local businesses make their COVID-19-related announcements and information prominent and easily accessible on their sites.

Google recommends displaying a banner or popup informing visitors of your business’ status, delays, pick-up or delivery options, etc. so that your customers can proceed with appropriate expectations.

Business owners can also add pertinent updates to their FAQ pages, as well as markup their FAQ sections, product availability, event status and special announcements with structured data to keep users informed right from the search results page.

Be creative with email. Consumers received an initial wave of coronavirus-related emails from businesses explaining how they were responding to the then-epidemic. Resist messaging your customers again with bland, or worse, irrelevant response updates.

“People are looking for things to kill time,” said Krystal Taing, listings management product specialist for RIO SEO. She recommends marketers get creative “to break up the dry email that doesn’t really make sense right now.” Taing cited a local restaurant promoting a DIY pizza kit, which included a pack of toilet paper, as an example. “Anything you can do to humanize [your communications] — if you can make it funny, that’s great as well,” Taing said.

Update your Google My Business profile. “You can update the name, the description and Posts are going to be really helpful,” said Taing, pointing to a few ways local businesses can use Google My Business to relay information.

Google has even created a special COVID-19 Post category that enables businesses to include changes to how they are operating, special hours and temporary closures, requests for support and safety and hygiene-related updates.

Be aware of Google’s local review embargo. Google has temporarily disabled new local reviews as well as the ability to reply to reviews, with no announcements on what will happen to reviews left during this period.

“Right away I told clients to stop asking for reviews on Google,” said local business consultant Tom Waddington, adding that, for some customers, reviews are the only means of communication with a business. “[The review] is not going to get posted; they don’t realize it; the business has no idea that the customer has a complaint . . . I didn’t want my clients asking for reviews on Google because they could be potentially missing out on a customer that they need to respond to immediately.” Finding alternative ways to engage with customers can enable you to better serve them during this period; however, not asking for reviews may be a risky decision with unintended consequences.

“Review signals are certainly prominent in rankings for Google Maps and local search results,” said Dorfman, “so, while you may not want to heavily push Google review requesting right now, to shut it off entirely might have long-term effects.” If competitors are still asking for reviews and the review ban lifts, competitors’ review counts may outpace yours, which could affect your organic visibility. The right strategy will vary from business to business, Dorfman said.

Seek deeper engagement via social media. “If you want to talk about clever COVID messaging . . . Instagram is where I see the best of the best,” said Dorfman, referencing his own local gym’s social media campaign in which members take videos of themselves performing an exercise at home and tagging others to do the same. “I wouldn’t be surprised if the follower counts are growing because of this . . . they don’t have a business to run necessarily day-to-day, so they have all of this time and resources to put into social media,” Dorfman said.

“I saw a local school on Facebook the other day that was having teachers do Facebook Live storytime for the kids,” said Niki Mosier, senior account manager at Two Octobers. Encouraging direct engagement between your staff and your audience via social media can help you humanize your business, continue to serve your customers and keep you relevant while social distancing is in effect.

Incorporate offline messaging. “I was walking around downtown and just about every business that’s closed has some kind of notice from the owner on its door with their phone number on it saying ‘if you need something, call me,’ and to me, that’s a really good way to deal with it,” said Mary Bowling, co-founder of Ignitor Digital, emphasizing the value of a back-to-basics approach.

Putting up a storefront notice with contact info can show customers you’re still within reach. However, if you typically receive high call volume, keeping customers on hold for a long time can backfire, Taing pointed out. Consider directing customers to your website (perhaps by including it on your storefront notice), where you can publish complete details and address their concerns without keeping them on hold.

More about marketing in the time of the coronavirus

  • Amazon FBA challenges highlight broader vulnerability in e-commerce ecosystem
  • Will Facebook's massive usage increases (eventually) turn into revenue?
  • Tell us: How are you pivoting during the COVID-19 crisis?
  • Canceling the MarTech Conference scheduled for next month and sharing our updated plans ahead

This story first appeared on Search Engine Land. For more on search marketing and SEO, click here.

About The Author

George Nguyen George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.

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Google adds ‘public health emergency’ to inappropriate content ads policy

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Google adds ‘public health emergency’ to inappropriate content ads policy The change to the sensitive events section of the policy is effective immediately. Ginny Marvin on April 1, 2020 at 10:08 am More Amid the COVID-19 pandemic, Google Ads has updated its Inappropriate content policy. The updates take aim at keywords around sensitive events, price gouging and more.
The update, released Tuesday and effective immediately, does not specifically mention coronavirus, but the change is clearly aimed at preventing advertisers from trying to capitalize on the outbreak. Google banned ads for face masks earlier this month.
Why we care. Digital platforms have struggled to stay ahead of misinformation and fraudulent claims as well as price gauging by advertisers trying to take adva..

SEM

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Google adds ‘public health emergency’ to inappropriate content ads policy

The change to the sensitive events section of the policy is effective immediately.

Ginny Marvin on April 1, 2020 at 10:08 am

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Amid the COVID-19 pandemic, Google Ads has updated its Inappropriate content policy. The updates take aim at keywords around sensitive events, price gouging and more.

The update, released Tuesday and effective immediately, does not specifically mention coronavirus, but the change is clearly aimed at preventing advertisers from trying to capitalize on the outbreak. Google banned ads for face masks earlier this month.

Why we care. Digital platforms have struggled to stay ahead of misinformation and fraudulent claims as well as price gauging by advertisers trying to take advantage of the coronavirus crisis. This policy update may appear subtle, but it gives Google a clearer path to take action against bad actors and prevent advertisers from advertising on coronavirus-related keywords during this pandemic.

The update. The new language adds the mention of “public health emergency”: “Content that potentially capitalizes on or lacks reasonable sensitivity towards a natural disaster, conflict, death, public health emergency, or other tragic event.”

The new sensitive events policy.

The examples have also been expanded to include price gouging, the sale of products or services in high demand during a sensitive event and the use of “keywords related to a sensitive event to attempt to gain additional traffic.”

The old policy. The sensitive events section simply read, “Content that may be deemed as capitalizing on or lacking reasonable sensitivity towards a natural disaster, conflict, death, or other tragic event,” according to a December snapshot.

The examples were much simpler in December.

This story first appeared on Search Engine Land.

About The Author

Ginny Marvin Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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Announcing Discover MarTech: A Virtual Event For Strategies & Solutions

CMO Zone Get the most important digital marketing news each day. See terms.

Announcing Discover MarTech: A Virtual Event For Strategies & Solutions Continue your learning initiatives, engage with solution providers, and connect with the MarTech community — all from the comfort and safety of your very own desk. Scott Brinker on April 1, 2020 at 9:42 am More COVID-19 is impacting almost every aspect of day-to-day life. But for many organizations, while it may not be “business as usual” — business must go on.
If your professional priorities include…
Preparing your organization for what comes next in a post-coronavirus world Staying up-to-speed on the latest developments in modern marketing Identify, evaluating, and implementing time-saving, profit-generating martech Feeling connected to the martech community (despite social distancing) … join us f..

CMO Zone

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Announcing Discover MarTech: A Virtual Event For Strategies & Solutions

Continue your learning initiatives, engage with solution providers, and connect with the MarTech community — all from the comfort and safety of your very own desk.

Scott Brinker on April 1, 2020 at 9:42 am

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COVID-19 is impacting almost every aspect of day-to-day life. But for many organizations, while it may not be “business as usual” — business must go on.

If your professional priorities include…

  • Preparing your organization for what comes next in a post-coronavirus world
  • Staying up-to-speed on the latest developments in modern marketing
  • Identify, evaluating, and implementing time-saving, profit-generating martech
  • Feeling connected to the martech community (despite social distancing)

… join us for free this April 21-23 for Discover MarTech: A Virtual Event For Strategies & Solutions.

This free online training experience features exclusive keynote presentations from myself and Real Story Group’s Tony Byrne, followed by in-depth educational sessions from many of the market-defining solution providers who were set to speak at MarTech West 2020.

Don’t miss this exciting, FREE opportunity to continue your learning initiatives, engage with solution providers, and connect with the MarTech community — all from the comfort and safety of your very own desk.

Register now for free!

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Scott Brinker Scott Brinker is the conference chair of the MarTech® Conference, a vendor-agnostic marketing technology conference and trade show series produced by MarTech Today's parent company, Third Door Media. The MarTech event grew out of Brinker's blog, chiefmartec.com, which has chronicled the rise of marketing technology and its changing marketing strategy, management and culture since 2008. In addition to his work on MarTech, Scott serves as the VP platform ecosystem at HubSpot. Previously, he was the co-founder and CTO of ion interactive.

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