SEO is Not Enough: Why B2B Marketers Need to Optimize for Trust with Influence – January 2020

SEO is Not Enough: Why B2B Marketers Need to Optimize for Trust with Influence
Lee Odden
CEO, TopRank Marketing

What good is being found if your content isn’t credible?

Studies over the years have shown that the vast majority of B2B buyers start their journey with a Google search. But what good is being found if the content doesn’t create immediate feelings of trust for the searcher?

According to the 2019 Content Preferences Survey Report, 95% of B2B buyers prefer credible content from industry influencers. At the same time, few B2B influencer marketing programs integrate SEO. Most business influencer marketing programs rely almost exclusively on the social media reach of the brand and influencers for content promotion and buyer discovery.

Overcome this findability and credibility disconnect by:

    1. Using E-A-T: Expertise, Authoritativeness and Trustworthiness
    2. Optimizing for Findability and Credibility with Influence
  1. Incorporating SEO Topics with Influencer Content
  2. Providing Influencers and Content Creators with Topic Clusters
  3. Leveraging Keyword and Topic Research Done for SEO as Inspiration

To learn how B2B marketers should optimize for both findability as well as trust, check out our detailed article on the subject.

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Watch TopRank Marketing’s Break Free B2B Interview with Zari Venhaus!
TopRank® Marketing provides enterprise B2B brands with customer-focused digital marketing consulting and content that attracts, engages and converts new business. Our strategic digital marketing planning, program development, management and performance optimization integrates across channels and tactics to help clients like Dell, LinkedIn and SAP become the “best answer” for their customers.
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