Are you supposed to be writing SEO copy for your business audience, but you have no ideas?
Do you know what your current B2B customers are searching for – and which words are converting best on your website?
If you answered ‘no’ to these questions, you’re not alone.
Here are a few places to look to help you create better and more targeted B2B SEO copywriting.
What types of content do B2B readers want?
A little bit of research in the sector will help you understand what kinds of content your competitors are producing. We can infer some things from more generic research done by eMarketer. In this report, they identify several things to watch out for when producing content. But you can see that from their stats that when it comes to trusted content types, professional association research reports/whitepapers are the most trusted form of B2B content, followed by industry group content, case studies, analyst reports/whitepapers and product reviews.
Peer content is (and always has been) of immense value.
Your SEO copywriter should be engaged in producing this kind of content on a regular basis for your audience.
How to uncover search terms
Take a look at the web traffic stats on your website. If you’re using Google Analytics, you’ll be able to see which keywords those visits used to find your site.
Do those words give you ideas about the topics of concern with your audience?
If you have a small level of traffic, it’s possible those keywords are business name keywords. That’s okay, you’re being found! Instead, you could try using a tool such as Google’s Keyword Tool. This allows you search your website and Google will suggest keywords for you that other similar sites get, including the number of searches on those terms each month, globally and locally. It’s a gold-mine of potential ideas and for knowing which topics you should cover in depth.
Have you asked?
I remember a time when I was a copywriter at a certain agency and I asked our client to ask his customers what content they would like to receive from his business. He was shocked, he hadn’t thought to do that before.
It’s easy to get caught up in the day to day and to become enamoured with the cutting edge. But, ask your customers what they would most like to know and I think you’ll be surprised by how ‘basic’ their needs are.
In fact, I’m sure you’ll get excited about their content needs because the content they want will be something you (or your client) know a lot about. That means there is a heap of SEO copywriting topics to cover at a depth you already understand.
Where to distribute your SEO copywriting content?
There are so many great places out there that you can put your content into. Start with your industry, and get social.
Things like LinkedIn Groups, industry forums and message boards that you know about, even Twitter lists from colleagues and businesses in your sector are a great place to get to know your social audience and to start sharing your great SEO copywriting content.
Basically, find out what your customers want to know, write that using words they might put into a search engine, and then publish that content on your website and tell the world about it.