Marketing is an essential part of any organization's success, and in today's digital age, content marketing has become increasingly important. Not only does it allow businesses to reach their target audience more effectively, but it also helps to build brand identity, improve search engine optimization (SEO), generate leads, and increase conversions. With Google's recent update to its algorithm that prioritizes "helpful" content, it is more important than ever for organizations to focus on creating valuable, human-centered content.

In this article, we will explore the benefits of marketing and the importance of a human-centered approach to content marketing for B2B leaders and nonprofit professionals.

Why is marketing so important, and why should organizations focus on content marketing in particular?

Here are a few key reasons:

Build brand identity: Content marketing helps businesses to create a unique and consistent brand identity that sets them apart from the competition. By crafting content that reflects the values, message, and personality of the business, organizations can connect with their target audience and establish themselves as experts in their industry.
Improve SEO: One of the main benefits of content marketing is the ability to improve a website's ranking on search engines like Google. By creating well-written, optimized content that includes relevant keywords, businesses can increase their visibility online and attract more potential customers.
Generate leads: By providing valuable, informative content to their target audience, businesses and nonprofits alike can generate leads and encourage their audience to take the next step, whether that's filling out a form, making a purchase, or reaching out for more information. This can include partner and sponsors who may be interested in supporting your organization's mission.
Increase conversions: By offering high-quality content that addresses the needs and concerns of their target audience, businesses can increase their chances of making a sale. By building trust and credibility through valuable content, businesses can encourage their audience to convert. This can mean getting a corporate donation, or a conference attendee, for example. You can find more about website performance metrics as it relates to your organization and content here.

But content marketing isn't just for B2C businesses – it can also be highly effective for B2B organizations and nonprofit professionals. By creating thought leadership content that showcases their expertise and unique perspective, these professionals can establish themselves as leaders in their industry and attract new clients or donors.

How can organizations improve their content marketing efforts?

Here are a few tips:

Focus on the user: One of the key principles of content marketing is to create content that is helpful and valuable to the user. This means considering the needs and concerns of your target audience and creating content that addresses these issues in a relevant, helpful way.
Be consistent: Consistency is key when it comes to content marketing. By publishing regular, high-quality content, businesses can build trust and credibility with their audience and improve their chances of success.
Optimize for SEO: As mentioned earlier, optimizing your content for SEO is crucial for improving your website's ranking on search engines. This means including relevant keywords, using descriptive headlines and subheadings, and ensuring that your content is well-written and easy to read.
Use calls to action: Calls to action (CTAs) are an important part of content marketing, as they encourage your audience to take the next step. Whether you want them to fill out a form, make a purchase, or reach out for more information, make sure to include clear, specific CTAs in your content.

In conclusion, content marketing is an essential part of any organization's marketing strategy. By creating valuable, human-centered content that addresses the needs of their target audience, businesses can improve their SEO, generate leads, increase conversions, and build their brand identity. By following the tips outlined above, organizations can improve their content marketing efforts and achieve greater success.

Call In the Experts for Support

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Let’s face it. Every business is presented with unique challenges. And that is never more so than when dealing with SEO (Search Engine Optimization). If you have an organization or company that markets directly to other companies then when it comes to SEO, there are a few mistakes that you need to be sure not to make.

The top ten SEO mistakes that you need to avoid making:

1. Use the right vocabulary: While there is a lot of behind-the-scenes with SEO, it’s good not to lose sight of common sense. Drop the fancy lingo and think like as the person searching for your product or service. Use search terms that anyone might be typing into their browser.

2. Stop the PPC: One big mistake businesses make is believing that they need to continue to pay for advertising while incorporating SEO. Do you know that 70% of the links clicked on are not paid? Try to stay focused on one thing and don’t spread yourself too thin.

3. Don’t try to be #1: While it’s fantastic to be the top search result, don’t be too concerned about making it there. The top 3 search results get 61% of the clicks. So in the case of SEO, being second or third is every bit as great as being first from a search visibility perspective, especially considering that B2B decision makers make on average 12 searches, according to Google data points.

4. Keep is basic: Google has recently made some adjustments and made things simple. Don’t try and include a ton of keywords. Stick to one good keyword and one related keyword.

5. No broken links: There’s nothing someone hates more than clicking on a broken link. Broken links will earn you a bad rap, fast. Make sure that all your links are working.

6. Avoid duplicate content: Don’t try to increase sales by having the same pages and product linked all over the place. People will easily be annoyed by the repetitiveness. Google is only going to index one of the pages anyway, so it’s going to be gaining you nothing.

7. Use those analytics: Using some form of analytics is a must. It’s how you are to keep track of how you are doing, if your page views are going up or down, where traffic is coming from, and what pages are being viewed the most.

8. Know your goal: Yes, it's to increase sales, but how are you going to get there? With more service or product feature page, high domain authority backlinks and earned media, or creating new content? It’s one thing to rely on your Google results, but there are other aspects, that involve your website, also to consider.

9. Keep it real. Don’t ever, ever copy a competitor. While your customers may not necessarily notice, Google will spot duplicate content, and you may even be penalized for it. Stay unique.

10. Offload: Don’t try to do it all. If you don’t know what you are doing, and aren’t ready to put some hard work into your SEO, then maybe it’s best to consider outsourcing. There are many reliable SEO companies out there prepared to help you, and you just need to find the right one for you and your business.

SEO is an organic, and inexpensive way to increase sales, build pageviews and convert leads into sales. Done correctly, you can see wonderful results for your company. And the great news is that whether you do it yourself, or you hire a company to do it for you, you can use all the above tips to help you avoid common mistakes and get the results you are looking for!

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Ali Jaffar has been building dazzling websites and creating amazing online experiences for over a decade. His mastery of the latest innovations in web development results in world-class website experiences set apart by show-stopping style and seamless functionality. A Google Mobile Sites and Google Analytics qualified individual and award-winning web development guru, Ali lends his talents to build and bolster digital experiences for a wide array of clients. When Ali’s not helping his clients grow, you can find him doing yoga, walking his dog, and enjoying a nice bike ride around Philly.