In our B2B Content Spotlight series, we’re showcasing B2B marketers who are creating interesting marketing content and showing business results. If you’d like to submit your recent marketing success stories to be included in this series, send me an email.
Cameron Graham is editorial coordinator for TechnologyAdvice, a company that provides helpful, objective reviews on business software and vendors. The team at TechnologyAdvice looked to inbound and content marketing to get more traffic to their site. Along the way, they’ve learned the value of targeting the right traffic and leads to boost their business.
I asked Cameron what content marketing tactics TechnologyAdvice has used, and what lessons his team has learned.
4 Content Marketing Lessons from the TechnologyAdvice Team
TechnologyAdvice has experimented with a broad variety of content marketing tools and tactics, including: blog posts, infographics, SlideShare presentations, white papers, video demos and reviews, webinars, research studies and social media.
Find the Content Formats that Work for Your Company
Several content formats, including regular, well-researched blog posts, have delivered consistent results in the form of traffic and leads. TechnologyAdvice has also started producing original research studies that have made a big splash and brought mentions in industry media.
One of the company’s target industries is health care. So, they conducted a study on electronic health records in their hometown of Nashville, Tennessee. After talking to more than 250 physicians in the area, analyzing the data, and comparing it to national trends, TechnologyAdvice released their findings in a report “EHR Trends in Nashville.”
The team has also produced original research using Google consumer surveys. Recently, they conducted a survey about customer loyalty programs and got thousands of responses from Google+ users in just four days. After analyzing the data, TechnologyAdvice released the results as a downloadable white paper.
Cameron says these original research pieces often get picked up by industry websites, since reporters are always looking for new, interesting data to share. Conducting and publishing valuable research helps TechnologyAdvice get its foot in the door with reporters and writers to start building an ongoing relationship.
Spend Time and Resources Promoting and Distributing Your Content
In addition to an editorial coordinator, two writers and a graphic designer, the TechnologyAdvice content marketing team includes two people dedicated to media relations. “It’s essential to make sure someone is focused on promoting the content you release,” Cameron says. The media relations staff spends their time promoting content on social media and finding opportunities to contribute articles to publications.
To build relationships with industry media, the team makes lists of bloggers, writers and industry websites where they’d like to be featured. Then, they brainstorm content ideas and send emails pitching that content to relevant sites. Once they’ve established relationships, they keep sharing relevant content.
As for what sites to target, Cameron has this advice: “Focus on more niche, specific industry sites. They’ll deliver more qualified traffic than larger sites.” TechnologyAdvice has stopped pursuing placements on huge sites such as Mashable and TechCrunch, in favor of more targeted sites.
Drop the Vanity Metrics and Figure Out Which Results Really Matter
In addition to pursuing industry-specific media, the team has also learned to pursue targeted traffic. After a few months of testing different content formats and promotional tactics to drive maximum traffic, TechnologyAdvice had learned to target the right traffic.
“We dropped the vanity metrics and figured out what really mattered. We’re only looking for interested software buyers. By targeting relevant traffic and qualified leads, we’ve found that our revenue has increased — even if overall traffic is lower.”
Cameron says he’s been surprised by the effect content has had on SEO. The team has focused on improving keyword rank for long-tail, low-volume keywords that have a high conversion rate. As a result, TechnologyAdvice is now ranked on the first page of Google for 30 of their target keywords, with steadily increasing leads and conversions.
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