Algorithm shifts always leave marketers with a dim view of the search landscape. While audience and business priorities evolve constantly, there’s a hard catch for marketers to understand each one of them. No wonder B2B businesses are challenged to find IT solutions powerful enough to deliver current performance goals while remaining adaptable enough to accommodate new priorities as they emerge.
Will the content tech partnerships of today pay off value in the long-term? I’ll share my research on what it takes to future-proof both your content’s search performance and the tech solutions to support it. Here’s a complete insight.
1. Optimal Long-term Search Results
Algorithms aren’t transparent, they never were, and never will be. But we actually have a lot more transparency into what search engines need! We do have good evidence that search engines aim to create better experiences. That means connecting users with better answers to their search queries.
2. That’s why building valuable long-term content should always be the focus.
Search engines aim to serve accurate, readable, fast, structured content to their users that delivers value. That means marketers need to focus on a couple of things:
- Don’t ignore your website and technical fundamentals. These considerations are frequently overlooked. Yet, they are often the basis on which your content will be contextualized by search engines.
- Cultivate a customer-first view of content. Become obsessed with understanding the way your audience expresses its intent in search. And further meeting those needs with your content — from the topics you choose to address the language that you use.
You need to look beyond “selling” and towards “solving” by creating content that has value well beyond its rankability and directly addresses the intent behind your customer’s search behaviors.
3. Making Right Search Technology Partnerships
You need to be wise with whom you choose to be your tech solutions partner. Often, marketers dive into these partnerships to serve a short-term solution without considering long-term capabilities.
Vendors will try to sell you short-term solutions. But do realize that product features come and go, and your needs as a business will adapt as per time, too. A real partnership includes contributing and aligning with the vision of the product. I suggest sharing your next three to five years vision with your potential partners, this would help you align your marketing road map.
Of course, choosing a technology partner doesn’t only involve a one-time flow of information. So, you must invest in a reliable solution because it would enable you to perform things you do today better and would set you up for the things you want to do in the future. This would also allow you to add up meaningful processes and outcomes to your organization.
Lastly, ensure not to take the service provider’s word straight away. Make sure to conduct your own due diligence — both online & offline:
- Check reviews on trusted review sites online.
- Head over to sites like Glassdoor to get the real story on who you’re thinking of partnering with.
- Ask for reference calls with other clients.
On the Need to Unlock Search Insights
Content marketing technology solutions are generally having tremendous audience insights and market intelligence. Yet, that data is almost always archived in content or SEO teams. When, in reality, those insights should be shared because they are a direct link to any customers’ needs.
Additionally, these growing, often noisy data sets can get diluted or even lost in enough set of tools that make combining and correlating data expensive and labor-intensive. Over the coming decade, I expect to see efforts to merge these different technologies and data sets to reduce the noise and make insights more useful.
To prepare for these changes, marketers need to start organizing data beyond traditional reporting structures. And further, try to evangelize the customer insights drawn from that data beyond content streams.
Your Journey To Tech-enhanced Content Success
Whenever you consider new content marketing technology, I recommend you to look for a solution that will help you make the best strategic decisions. If you think strategically for your next move in business, it would help you scale up your chances of increasing your business boundaries & in the long run, revenue.
Search marketing tech is an important aspect of your marketing plans. But do take a note that search marketing tech solutions are not meant to replace smart marketers but rather to empower them.
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