Content Strategy Example for B2B Marketers

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Content Strategy Example  

A content strategy example can take many forms. SEO strategy is specifically designed to optimize content so that it ends up on the first page of search engine results pages (SERPs), making them more visible to searchers. 

This is desirable because many searchers don’t bother to read the second search engine results page, and they often choose one of the first options that come up on the first page. Marketers who don’t make it to those top spots may find it difficult to obtain traffic to their sites. 

A content plan example can include a content calendar, but before the content calendar is made, you need to start with a strategy. Finding a starting point when it comes to content can be overwhelming, but there are several tips and tricks you can use to guide your content strategy efforts and potentially see more traffic to your site. 

A good content strategy may involve SEO for better performance along with high-quality content that provides value to the reader. This combination of performance and quality could be seen as “the best of both worlds,” enabling marketers to satisfy website crawlers as they satisfy the masses. There are several tools that you can use to obtain both high-quality content and performance goals, and these will be discussed later on in this article. 

This article will serve as a content strategy template of sorts, guiding you through content creation and serving as a framework for your content strategy efforts. In addition, this article will list content production tools and articles that may prove helpful in your efforts to learn content strategy and apply it to your current practices as a marketer.

How to Create a Content Strategy 

Content creation is a high priority for the majority of marketers, and creating a content strategy can have a vast impact on the effectiveness of your content. This is why it’s recommended that you plan your content ahead of time and publish it with a goal in mind. A B2B content strategy plan should start with several questions.

If you’d like to know how to create a content strategy, there are several steps to consider. Here are some things you can think about before creating a content strategy:

    • Content strategy goals. What specific goals do you have for this content campaign? The more specific, the better, as it will help you measure success more easily. 
  • Target audience. Knowing what target audience you’re trying to reach will enable you to come up with the proper tone and style for your content. A good rule of thumb may be to speak how your target audience does.
  • Audit content. If you’ve already got existing content on your site, you can run an audit to see how it’s doing. This can give you benchmarks to improve upon and a more focused direction in terms of what topics to cover. 

Again, content generally tends to fall into two different categories: quality content and performance content. 

Quality content can take a very long time to build (weeks, even months), as it is all about building your brand. The purpose of quality content is to inspire and empower readers. Another way of looking at quality content is to see it as content aimed at humans, not bots. This content should be pleasant to read, keep readers engaged, and will often tell a story. 

Performance content is built to enable web crawlers to easily index and find your content. It’s the content geared toward getting on the first page of SERP pages. When you ask, “What is SEO content strategy?” performance content is often one of the first things to come to mind. The main purpose of performance content is to rank well on Google, following the guidelines of the Google algorithm for optimal performance. The underlying goal of performance content is to direct as many people as possible to quality content. 

Best Content Strategy Examples 

Although performance content may often be the first thing marketers think of, some of the best content strategy examples for SEO campaigns may include a mix of performance content and quality content. 

Demandwell SEO content marketing campaigns are built with the goal of giving quality content the attention it deserves by promoting it through performance content. Users gain access to real-time insight on keyword performance for targeted clusters of keywords that are important to SEO. This is done by utilizing both content marketing types to create content that is optimized to work well. 

In essence, Demandwell SEO Campaigns allow users to run SEO campaigns in the same way that they would run paid ads – by streamlining data in a way that provides users with data at a glance. Users start by adding target keywords from the Demandwell Keyword Plan to a campaign and then create a page for each keyword using Keyword Intelligence and Outline Generator technology. Those using this technology often find that their content is optimized to rank.

Over time, users track their SEO campaign progress via a dashboard, which allows them to see all the data in one frame. Users can easily see a visual representation of their SEO performance and find the areas that could be improved.

There are also options that allow users to find more granular page performance information. Demandwell SEO Campaign clients can measure which content assets are ranking and driving impressions, clicks, and conversions. Holistic keyword insight is also available, allowing users to see the work that’s been done to rank for each keyword. Reports on SEO progress can be sent and Lifecycle Stage can enable users to quickly discover what next steps should be taken to land on page one of SERPs to drive conversions. 

Content Marketing Strategy Template 

A content marketing strategy template enables users to guide their content in a way that will result in better conversion rates. This content marketing strategy framework often includes the details touched on above: namely, content goals, target audience, and intent of the content (whether it is performance content or quality content). 

A content marketing roadmap template should also include the topics that will be covered, the frequency of the content (whether you intend to post once a day or three times a week), and other guidelines that are important to your company. You can also segment content according to certain days or weeks (for example, if you operate in the IT space, you can dedicate a week to cyber readiness and create all of your content that week around that theme). 

The content strategy template can also cover the formats in which your content will be delivered (social media posts, E-books, blogs, white papers, etc). The tone should be included, as well as the call to action (CTA) for your content (if any) and what your key performance indicators (KPIs) will be. If you’d like, you can also include the main team members responsible for each piece of content, so you’ll easily have it at a glance to refer to. 

SEO Content Strategy Example

An SEO content strategy example generally tends to work best as a spreadsheet, since there are multiple fields of information required. A spreadsheet is a good way to decently organize several pieces of information and have it at a glance. No matter what format you choose for your SEO action plan template, ensure that it is accessible to everyone on your team who will be working within the document or checking on its progress. 

Here are some of the fields you can add when creating your own SEO template:

  • Distribution Channel (Website, social media channels, etc)
  • Target Audience (You can list client personas here if you have them)
  • Goals (To inform, entertain, establish authority, thought leadership)
  • Topics/Themes (See the above example for IT marketing)
  • Frequency (How often you’d like to post and respond to inquiries)
  • Format (Blogs, white papers, etc)
  • Tone (This can also include content “don’ts” – ie: “Don’t force sales”)
  • Responsible Team Members (Those who should be consulted regarding content)
  • CTA (If applicable, write CTA examples that may be used for content)
  • KPI (How will you measure the success of the content? Conversions, etc.)

SEO strategy in digital marketing is multi-faceted and involves several steps which must be taken in order to result in the highest possible number of conversions. However, once you have looked at an SEO marketing strategy example or two, you may find the process to be far less intimidating than you originally thought. 

Content Marketing Strategy Examples 

As discussed, the best content marketing examples blend quality and SEO (performance) content, allowing you to provide on-brand content to your target audience of human beings while satisfying bots so that your content will be visible to them. 

The question “What is content marketing?” should be adequately answered, and the fields which you can use for a content strategy template have been listed, in addition to a short summary of what each field in your content marketing strategy template can contain. 

As a reminder, Demandwell offers a number of content marketing and strategy tools for B2B and SaaS marketers. Demandwell tools include Keyword Intelligence which pre-groups keywords into an easily scannable outline, Lifecycle Stage & Priority which shows the most effective ways to scale SEO activities, and Content Analysis which allows you to quickly check your progress. 

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