Are you tired of constantly tweaking your SEO strategy to keep up with Google’s ever-changing algorithms? Do you feel like your B2B marketing efforts aren’t yielding the results you want, despite all your SEO strategies?
SEO can bring a lot of traffic to your website. Still, only a small percentage of those visitors (only 2%) are ready to buy, leaving the remaining 98% of the traffic that SEO drives to your website not interested in your product or service.
If SEO is insufficient, what else can you do to succeed in B2B marketing?
The answer is a content-first approach.
What is a Content-First Approach?
It’s no longer enough to exist online – you must give your audience something valuable. A content-first approach builds a solid foundation for your B2B marketing strategy. Instead of relying solely on SEO or other tactics to drive traffic, a content-first approach prioritizes creating high-quality, valuable, informative content that resonates with your target audience’s interests and pain points.
At Kalpins, we view SEO as the icing on the cake – a crucial element but not the real deal. While it’s essential to have a solid SEO strategy in place, the quality of the content truly takes the cake. It’s the difference between blending in with the crowd and standing out as the go-to source for all things in your industry.
In this blog, we’ll explore why relying solely on SEO is not enough and how Kalpins can help you adopt a content-first approach that can help SaaS companies nurture their B2B audience, build trust, and drive conversions.
Why do B2B Marketers Need to Embrace the Content-First Approach Over SEO?
Here are some reasons why B2B marketers should focus on a content-first approach over SEO:
1. SEO does not guarantee a first-page ranking on Google
Google’s algorithm is a constantly evolving masterpiece designed to give users the most relevant and trustworthy results. This means that once effective SEO strategies for B2B companies may now be outdated.
The latest and greatest update is the E-E-A-T framework – standards that assess a website’s Experience, Expertise, Authority, and Trust. Google has emphasized that ‘Trust’ is the most crucial member of the E-E-A-T family. If you find that, despite all your SEO efforts, your website’s content isn’t ranking or losing its first-page rank slowly, it could be because it does not meet the E-E-A-T requirements.
If you want to do something about it, Kalpins can help you establish a connection with your audience by providing accurate, high-quality, and relevant blogs, articles, press releases, ebooks, and more. Our team has the experience and a passion for learning and growing with changing marketing trends or algorithms.
2. SEO cannot earn you backlinks
Content on your website plays a major role in attracting backlinks. You earn backlinks when other websites link to your site, and they are an important metric for search engines in determining the authority and relevance of your website.
A study by Backlinko analyzed over one million Google search results to determine the factors that influence search engine rankings. The study found that websites with high-quality content receive significantly more backlinks than those with low-quality content.
Poor Quality vs. High Quality Content
Poor-quality content may be incoherently written or contains grammatical errors, wrong information, or broken internal or external links. This keyword-stuffed information on your website is unlikely to provide users value; therefore, other websites will not link back to it.
High-quality content is well-researched, accurately written, and value-driven content. When users find informative, engaging, and useful content, they are more likely to share it with others and link back to it.
For instance, if a software company’s website offers a comprehensive guide on using a new software program, with in-depth explanations and practical examples. In that case, readers who find the guide helpful and informative may share it on their social media pages or link to it in their blog posts.
For this reason, we at Kalpins give special attention to the quality of our various content writing services. Whether it’s blog posts, articles, social media content, press releases, or website copy, we strive to create accurate, relevant, well-structured, visually appealing, and plagiarism-free SEO content. Because we know that high-quality content improves user engagement and helps spread brand awareness for B2B companies’ products and services.
3. SEO takes time to show results
It’s easy to fall into the trap of expecting immediate results from your SEO efforts. However, the reality is that SEO takes time to show results. SEMrush found in a study that it takes, on average, 6-12 months for a new page to rank on the first page of Google, but this is not stable, and the ranks keep changing every month.
Moreover, though it’s true that SEO can take time to yield results due to the complex algorithms used by search engines, it’s also important to note that website indexing is based on parameters that are not fully transparent.
At Kalpins, we firmly believe that quality content and SEO complement each other. Value-driven content can easily capture your readers’ attention and cultivate a loyal following; driving increased traffic, engagement, and revenue to your website.
How Kalpins Helped an IT Client Skyrocket Organic Traffic in 3 Months
A North American IT services provider struggled with low traffic due to poor search engine ranking. After just three months of partnering with Kalpins, the client experienced a remarkable 31.27% boost in user traffic.
Here’s how we did it:
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Identified the Gaps
Our team conducted a website audit and found gaps in the client’s content strategy. Their existing content lacked relevant keywords, meta tags, and descriptions.
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Brainstormed Blog Topics
To improve their content strategy, we brainstormed blog topics for their niche and target audience and started posting more often on cutting-edge topics spanning the latest disruptions in SAP, cloud, IoT, AI/ML, product & platform engineering, Fintech, and cybersecurity solutions.
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Optimized Existing Content
We optimized their existing content by adding relevant keywords, meta tags, and descriptions. This helped search engines better understand the website’s content, improving its ranking.
What were the Results?
- The number of users skyrocketed by 31.27%
- Sessions jumped by 35.63%
- Pageviews increased by 32.17%
- The average session duration spiked by 7.34%, signifying that visitors were spending more time reading the content.
Clearly, this was a massive win for the client.
Conclusion
Kalpins aims to empower tech companies with our tech content writing services because we know that online presence is more than an SEO-optimized website, it is a reflection of your brand and the IT solutions you provide.
What sets us apart from the rest is our unwavering commitment to learning. We take the time to listen to your goals and develop a customized content marketing strategy that fits your business, ensuring that every written piece we create is tailored to your product/service and your audience.
Our team of content writers, SEO specialists, designers, and content managers constantly push themselves to deliver the highest quality of content that resonates with your B2B audience and inspires them to take action.
If you’re looking for a reliable content writing and marketing partner that cares as much about your success as you do, let’s connect!
