This chapter outlines the six things that your content consistently needs to do 3" to ensure peak performance as an effective B2B marketing tool. Specifically, Content Creation Guides it must: Need help creating a specific type of » Be optimized for search engines content? Check out OpenView’s content » Reflect your deep understanding of your buyers creation guides to get step-by-step instruc- » Provide value to your audience tions on how to create white papers, case » Represent your company’s brand aspirations studies, videos, webinars and more. » Drive conversions » Promote virality and engagement aaccess nowccess now Let’s take a look at each of these points in more detail. 3" Optimizing Your Content for Search Engines First and foremost, your content is never going to have the desired impact if people See the Appendix for detailed aren’t able to find it. As we will see in Chapter 5, one way of making content dis- information about how to: covery easier for your target audience is by structuring your website to encourage segmentation, which helps visitors find the content that’s relevant for them. Identify the right keywords Of course, before any segmentation can occur, you need to get people to your web- Implement the (page 78) site in the first place. One of the best ways to do that is to optimize all of the con- right on-page tent you produce for search engines. Fundamentally, search engine optimization optimization tactics to boost (SEO) is about leveraging best practices for creating and offering your content to your results search engines like Google or Bing. When you do so, you are making your content (page 80) readily available to people who are interested in and searching for that content. Implement the When leveraged effectively, SEO is a tactic that can dramatically increase the right off-page optimization tactics amount of organic traffic coming to your website. The challenge, however, is that to boost your results it’s as much of an art as it is a science. While there are no silver bullets — and (page 81) trial and error is an inevitable part of mastering SEO — there are best practices that you can follow to help increase your chances of success. It Takes a Content Factory! | 25