B2B Content Strategies for SEO & Beyond

Excellent content can be a powerful tool for the B2B world. It's key to know how it will benefit your company and what SEO strategies you should use. Kameron Jenkins, Content Lead at Shopify and ex-Botify & Moz Content Marketer, joined me on the SEJ Show to discuss Content Marketing Strategies for the B2B world and how excellent content can help SEO & multiple marketing channels. You’ll get insights into the most important factors to consider when considering B2B content strategies. Inorganic search-focused content is a type of content but it's not the only type of content. It's not the only thing content can do. Content is a tool–it's a means to an end. It's all in like how you apply it.–Kameron Jenkins, 20:05 I have found from my personal experience that content marketers who are just really good content marketers can learn pretty much any subject matter and ramp up fairly quickly.–Kameron Jenkins, 13:54 We start with the product and its features, and that's how we build out our themes. Basically, everything we talk about can tie back in some way, shape, or form to the product.–Kameron Jenkins, 25:49 [00:00] - About Kameron & what attracted her to Shopify. [04:49] - Connection between online & offline Shopify. [07:26] - How Kameron’s day-to-day content looks & how she built a team. [12:00] - Challenges when looking for writers. [15:06] - How to set up & communicate expectations with stakeholders. [19:45] - Does Kameron go outside of SEO for success metrics? [25:37] - The importance of the customer & buyer decision journey in your content. [27:22] - What’s great about battle cards. [32:04] - The difference between small company and big company content strategies. [39:56] - How to update older content. [43:56] - How to identify content decay. [45:53] - What is in a content brief? [48:20] - Important content marketing strategy considerations for small companies. [53:31] - Tips for integrating vertical targeting into your content strategy. Resources mentioned