SEO Changes In 2017
SEO Changes In 2017
The Game of Sales & Marketing has changed for 2017. Content appears to be the root of the online existence today. Is it informative? Does it provide an answer or solution to a question your reader has asked? Does it provide value and benefits to your reader?
Then you have questions like:
- Do your readers connect with you?
- Is your content liked?
- Is your content shared?
- Has your content established you as an authority in your niche and this topic?
- Are you or your content credible?
- Can you be trusted?
Whether your content is king or not is left to the reader to decide. As a marketer, what do you feel when you see these kinds of statistics?
- 87% of B2B online marketers have difficulty creating content that will connect with their readers and buyers.
- 65% of B2B buyers feel that marketers need to curtail pop up or other sales messages and concentrate on improving their content quality.
Now, what do we do if we have struck out with our content, message and buyer’s response? Your content is fluff, your content is ineffective and buyers want you to change. What happens next?
Some content marketers will face:
- Fear of changing.
- Management does not approved of taking risks.
- Implementing new technology or methods seems cost prohibitive.
Then, there are those content marketers who are the daredevils and risk takers at heart with a solution to every situation.
See if you agree and will take these risks.
Risk #1: Methods of Buying Has Changed.
This should be self-evident. Smartphones, iPads, tablets and laptops have made buying easier today than ever before and you can buy anywhere at anytime.
Website visitors check out anything from:
- Whom they are about to date.
- Profiles ofwhom they are meeting.
- Movie or restaurant reviews.
- On average, 70% of buyers research is completed online prior to buying proving that your website is being checked out online also.
The question is – what will they find?
Risk #2: Educating and Informing.
- 77% of B2B buyers use Google when searching.
- 84% of buyers check business websites.
- 34% of buyers go to third-party websites.
- And again, 70% of buyers research online prior to buying.
Your content has to educate, inform, answer questions, provide solutions, value and benefits to your buyers before they buy online or walk into your store. You can no longer rely on cold call sales.
If digital marketing is providing content to all buyers at the same time and sales is providing content to one buyer, then your online content is the tie that binds sales and marketing together. Your content is to be educating not selling.
Risk #3: You are Live.
Buyers want, what they want, when they want it. You have the opportunity to be selling 24/7 around the world. If you do not provide the information in your content when it is asked for, buyers will leave you to find someone who will and you have lost your chance with that buyer.
Risk #4: Make your content available.
Allow your content to be used and replicated and the benefits will follow. If seriously concerned, watermark your logo or URL on your items.
Risk #5: Deal With It.
Whether is it fear of criticism or failure, you need to press on. Learn from your mistakes, monitor your progress, remaster, rework and retool your writing skills and create the content that will satisfy your readers.