Prepare Your B2B Content Strategy before a Recession Hits
Marketing, especially for B2B, is one of the first areas to get pulled back during a recession. It makes sense because fewer people are buying, so why spend money on prospects that aren’t interested. This cash flow issue creates a problem for those potential customers who can’t find you.
By Michael Premo, Content Specialist
During a recession, the amount of “noise” in your product/service category tends to drop. This means that you have the ability to stand above your competition by adding more content to your site. It also projects an image of corporate stability.
Focus on organic search
Content strategy based on keyword phrases
Be an authority
I am making an assumption about your website’s search engine optimization (SEO). Without it being optimized, mobile-ready and meta-tagged, your content won’t make a “peep” during the recession (Get it up-to-speed by hiring a professional!).
Maintain Your Digital Storefront: Organic Search
Your website has to work just like a storefront, so people scrolling by will see your sign. But, it’s the content on your website that gets you in front of them. Why? Because Google wants to see frequent updates and quality content that increases the amount of time a viewer stays on-page.
Frequent updates mean that you’re an active business.
Sticky pages mean that your content is not only relevant, but it’s also interesting and fits exactly what the user was searching for.
When you focus on organic search, you organize a content roadmap and schedule. The roadmap is set by goals you want to achieve, and a schedule makes sure that your implementation is on time.
While your content builds awareness, the chances are that it will draw in more customers. Plus, you’ll have more opportunities to engage with current customers. So, your content has the potential to carry you through a rough patch in the economy.
Content Based on Keywords
Knowing the keyword phrases related to your business is a priority for all digital marketing. These form the foundation of your brand messaging. Each phrase belongs to a specific category, such as sales, customer segments, or building awareness. These help to define the audience and keep you organized when implementing your strategy.
Did you know that Google now has natural language processing? It allows them to get around keyword spamming and other tricks developers and programmers use to achieve higher rankings.
For each category, there are several topics directly related to your keyword phrases. These topics will guide your content and fill out your editorial calendar.
Be an Authority
Potential customers are looking for information about the challenges they are having and how to solve them. The content on your website will help them because you’re an authority on this topic.
Through your content, you can display industry knowledge and hands-on experience handling common problems. Yes, you’re providing free advice while promoting your services (just like this blog). But, you’re also showing your expertise and credibility.
Organization is the key to successfully implementing your strategy. Start organizing your topics and keyword phrases in order of importance. Then, set up an editorial calendar for when each video, blog post, and page update occurs. Other great updates are press releases, business announcements, and case studies.
Implementing your strategy will take time and resources. Even businesses on tight budgets can maintain their presence during an economic slowdown. It requires a lot of DIY, which may lack polish, but at least you’re out there trying to be heard.
I have years of experience building and implementing a content strategy for B2B small businesses. It’s much more complicated than it seems, which is why most small businesses don’t have one. Send me an email if you’re interested in learning more about this topic and the implementation of a successful content strategy.
Writer. Editor. Project manager. Researcher. Collaborator. Graduate of the Spalding University Masters in Fine Arts with an emphasis in Fiction. Theory junkie. Avid reader. University of Iowa (BA '97).
Michael's unique ability is to understand and write to the audience for any business application or ghostwriting project. It's his passion for writing that keeps him learning more-and-more every year. He is a member of the Association of Writing Professionals, and fully versed in Associated Press (AP) and American Psychological Association (APA) writing guides.