Reputation Management Denver Expert Discusses 10 B2B SEO Copywriting Tips for 2016

Denver Integrated Marketing Solutions your reputation management Denver specialists would like to share with you these topics we thought would be of interest to you this month regarding 10 B2B SEO Copywriting Tips for 2016.

Your reputation management Denver experts know that if your answer is, “I don’t have time to take it to the next level. I’m barely holding on as it is,” consider these statistics:

94 percent of B2B companies research online for purchase decisions, according to the Acquity Group. Plus, according to the Corporate Executive Board,

Upping your B2B SEO reputation copywriting game can provide your business with an incredible ROI. Unfortunately, many companies are still trying to get their SEO content act in gear.

Create (or revise) your buyer persona

Creating a solid buyer persona should be your first SEO copywriting step. Unfortunately, it’s a step many companies decide to “get to later” — or they may have no idea how to create one.

Understand the core content issues

So, why aren’t you positioning for your main keyphrases? Is it because your content sounds like every other vendor? Is it because your team hasn’t mastered keyphrase research (more on that below.)

Yes, this is a back-to-basics step — but one that’s extremely important. I challenge your B2B company to run an SEO content audit before writing another word. Stop what you’re doing RIGHT NOW and run one.

It makes sense to review your keyphrase reputation research document and confirm the phrases are still on track. Many companies are still optimizing for old keyphrases that don’t perform, sound clunky in the copy or are otherwise subpar.

Train your content team

Many in-house writers in management have little-to-no knowledge of SEO copywriting best practices. For instance, I worked with a B2B publisher who employed super-smart print copywriters — but they didn’t “get” SEO copywriting.

Unfortunately, your writing team isn’t going to magically understand SEO writing without some sort of intervention. Your best course of action is gathering all your writers in the same room, training them on best practices and following up with additional mentoring.

Review your analytics

You can learn amazing things from analytics. For instance, I once worked with a company that was extremely proud of a resource-rich page they created. When I checked out the analytics, I found that people were only spending 30 seconds on the page — not enough time to read the page, and far below the company’s usual page metrics of over two minutes.

Be fascinating

Your reputation management Denver specialists and management know that people don’t want to read your press releases (your site has a press release section for that.) Nor do they want to read a soft-sell article extolling the virtues of your products.

You can find more information as well as get assistance on reputation management Denver and on 10 B2B SEO Copywriting Tips for 2016 at Denver Integrated Marketing Solutions.

One company’s most popular blog post even in Denver was written by their in-house programmer. He scribbled some code on a couple of napkins, took photos of the napkins and wrote a blog post that described the code in-depth. Analytics-wise, this post blew the others away.

Reputation Management Denver Professional Sees the Importance of 10 B2B SEO Copywriting Tips for 2016

Understand how to “write to sell.”

First, let it be said that technical writers should never write sales copy. Ever. You’re not saving money by having your lead programmer write the content.

Smart sales writing doesn’t sound like a car salesman wearing a plaid suit and a Donald Trump toupee. Instead, it warms your reader up to your product or service and gives them the exact information they want to read.

Get your SME to contribute…somehow

Your company’s internal subject matter experts are a fantastic source of information. Remember the earlier story about the programmer’s scribbles being the company’s top-trafficked blog post?

Many SME’s aren’t good writers even in Denver, and/or, they don’t like to write. That means your requests like, “please write a blog post about something…anything…” will be ignored.

One smart solution is to have someone interview the SME, record it and then transcribe the transcript (of course, this could also turn into a podcast, too.)

Be aware of reader overload

Information is good. Including every benefit, technical specification, sales sheet, video, newsletter signup, comparison chart and photo on one page is not.

A simple way of conquering overload is to ask yourself if the information needs to be on the page — or could you include it on a supporting page, instead?

Be clear on the desired conversion step

If you want people to sign up for your newsletter, do not put your “newsletter” link at the bottom of your web page (and in 10 point font.)

Create a sustainable editorial calendar

The “experts” will tell you to publish multiple times a week and promote every post. While this is a good solution for a larger company, it’s the content kiss of death for a smaller one.

As an example, one of my clients is the CEO of a small consulting firm. Like many experts, he travels, he works with clients and he’s the chief SME — so all of the good information is in his head.

So don\'t forget some of these tips on copywriting tips for 2016. 1) Create or revise your buyer persona; 2) understand the core content issues; 3) understand "how to write to sell"; 4) be clear on the desired conversion step; and 5) be aware of reader overload.

Denver Integrated Marketing Solutions has more information on reputation management Denver and 10 B2B SEO Copywriting Tips for 2016.

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