SEO is Not Enough: Why B2B Marketers Need to Optimize for Trust with Influence
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:
Using E-A-T: Expertise, Authoritativeness and Trustworthiness
Optimizing for Findability and Credibility with Influence
Incorporating SEO Topics with Influencer Content
Providing Influencers and Content Creators with Topic Clusters
Leveraging Keyword and Topic Research Done for SEO as Inspiration
Every decision consumers make has an element of trust built in — and content marketers can be trusty guides. In this episode of #BreakFreeB2B, Morgan Stanley’s Margaret Magnarelli discusses the psychology of trust.
Expert Predictions on What 2020 Holds for Influencers
2019 was a big year for influencer marketing. Everywhere you turned, there was an influencer marketing related headline. TopRank Marketing CEO Lee Odden and others share the new ways brands and influencers are collaborating.
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.