Michele Linn’s 5 ways to find the perfect keywords for your B2B content

Afbeelding_B2B Here is another great post from Michele Linn. This time, she looks at how to find the keywords for your business-to-business content marketing strategy.

Something easily overlooked in content creation is the importance of keywords. Marketers often think about keywords when optimizing a website for search, but keywords are equally important is for ALL content you create, such as blog posts, white papers, eBooks, press releases, etc.

It’s a great idea to develop a list of keywords that you use consistently throughout all of your content. Of course, this begs the question: how do you know what the right keywords are? As a starting place, consider these five tips.

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The connected buyer in the social networking age: welcome to the ‘pull’ customer

Connectedcustomer When looking back at this week’s earlier post regarding the shift from selling to buying, I remembered an article I wrote a while ago about what I then called ‘the pull customer’. 

The marketing and communication reality has changed dramatically since the arrival of new digital media. Whether we call it Web 2.0, social media or any other buzzword, we tend to summarize these changes as the end of mass communication as we knew it, an explosion of new communication channels, the fragmentation of media, the participation of people in the marketing and communication process, customer-centricity, more focus on value and relevance and so on.

One of the changes, that is going on since many years now, is the fact that communication and marketing have increasingly become a ‘pull’ instead of a ‘push’ process. Remember those words? Push versus pull marketing?

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