B2B buyers almost always begin their journey using a Google search and at the same time, research from Demand Gen Report show that 95 percent of B2B buyers prefer credible content from relevant industry influencers. But what good is being found if your content isn’t credible and compelling?
Business buyers use search to look for answers but they also expect content to be trustworthy and engaging. Unfortunately, most B2B marketers are only focusing on one or two of these areas.
This creates a disconnect between the content B2B brands are creating and what buyers actually want. It also shines a glaring light on the fact that in 2020, SEO itself is not enough.
So, how can marketers break free of boring B2B content while also optimizing for findability and credibility?
Find out by joining TopRank Marketing chief executive Lee Odden for two free upcoming live webinar events, and get his latest B2B marketing insight for 2020.
AWeber’s FWD: Thinking Show – January 22nd
Your first chance comes this Wednesday, January 22 at 2:00 p.m. Central when Lee will be the very first guest on AWeber’s brand new FWD: Thinking Show, a free online video webinar.
What Will You Learn?
Kicking off the inaugural FWD: Thinking Show, Lee will join AWeber ‘s Liz Willits and explore:
What are findability and credibility? As marketers battle to rank #1 in Google, is the content that ranks actually trusted?
In this episode, Lee shares how influencers and SEO combine to create content that is findable and credible for customers actively looking for solutions. Because without trust, they won’t engage or buy.
This live webinar will last approximately one hour, with additional time set aside for questions.
Free registration for Lee’s AWeber FWD: Thinking Show webinar is available here.
Digital Branding Summit Webinar – January 28th
What Will You Learn?
B2B doesn’t need to mean “boring-to-boring,” and yet much of business marketing has earned its reputation.
In a world of information overload, buyers expect engaging content from sources they can trust. The solution? Content co-created with industry experts delivered as interactive experiences.
- Choose the best interactive formats for your B2B marketing
- Identify and engage relevant influencers
- Promote and repurpose influencer content beyond the campaign
Free registration for Lee’s Digital Branding Summit webinar is available here.
Why Should Marketers Care?
To bridge the gap between findability and credibility, savvy B2B marketers enlist industry influencers to help build the best-answer content that your audience and search engines desire.
Take advantage of these two excellent opportunities to expand your B2B marketing prowess by joining Lee for both free live webinars, and in the meantime you can learn more from Lee and others on the TopRank Marketing team by connecting with our award-winning marketing blog.
If you would like to talk to us directly about how to improve your content marketing performance as we have done for B2B brands ranging from Adobe to LinkedIn, please connect with us here.