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How to Strategically Use B2B Content Marketing for Branding

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shutterstock_134112389Over the last 2 years, Google has gradually tightened the screw on its search engine algorithms and has taken several steps to improve the overall quality of its search results. For common users, that is obviously good news.

But for businessmen like you, who depend heavily on Google for website traffic and sales leads, this presents several challenges and opportunities at the same time – depending how you look at it.

On one hand, you can no longer apply cheap SEO tricks to attract long term search engine traffic. But on the other hand, you now have a huge opportunity to demonstrate the true knowledge and expertise of your industry and make a name for yourself with high quality B2B content marketing.

And while there’s still is a debate on how Google actually defines quality, three factors are almost universally agreed upon.

–          In-depth content that addresses issues in detail.

–          Quality backlinks from other established websites

–          Content that gets shared frequently

If you can address these three factors with your content, you’ll not only guarantee regular streams of search engine traffic to your website, but also build a strong brand image that will ultimately establish you as a reliable name in your industry.

What Exactly is Content Marketing?

While many internet marketers have started using the term content marketing almost synonymously with blogging, in reality it is much more than that.

Content marketing, as the name suggests, is marketing your brand using quality content and sharing valuable industry knowledge. This includes all forms of online and offline content.

But since we’re talking about the internet world, we’ll limit ourselves to online content marketing only.

The objective, however, with both of them is the same – providing value through content and creating brand loyalty.

As a business owner, here are some of the most effective ways you can benefit from content marketing and use it to attract search engine traffic, brand loyalty and long term customers.

1- Build a Solid Blogging Strategy

Blogging is at the core of any content marketing strategy. This is where you can address the issues of your particular industry in detail, offer your perspective on them and share views with your target customers.

What you don’t want to do with blogging, however, is to focus entirely on your own products and services. Blogging is not meant for that.

But this is what many business blogs do, and that is why they never contribute to their overall business performance.

Your blogging strategy should revolve around the needs of your customers. The best way to do that is to list down the most common issues of your industry that everyone wants to know about.

Under each issue/problem, list down the solutions that you can provide for each of them. Now with these problems and solutions in mind, create blog post ideas that address each of the problems in detail and provide actionable solutions against them.

Write detailed posts and write like an expert – which is what you’re supposed to be anyway.

This is all you need to do. And this is what will differentiate you from your competitors as well.

Google loves detailed posts with actionable points. If you stick to this simple strategy long enough, Google will soon start sending you more traffic, which will ultimately give you more customers.

2- Combine Infographics With Blogging

Blogging itself is a very effective way to communicate with your target audience and attract more traffic. But when you add infographics to the mix, it becomes an irresistible combination.

Infographics are made by combining text content with eye catching graphics. They’re easy on the eye and can communicate a lot more information than blog posts in a very short time. Infographics are also very effective in getting more backlinks.

Someone like Neil Patel from QuickSprout.com uses infpgraphics extremely effectively and attracts literally hundreds of high quality backlinks from other websites.

And backlinks, as I said earlier, are one of the key indicators that Google uses to rank a website in search results.

You can either hire a graphic designer to create infographics for you, or you can use free online infographic tools to create them yourself.

Either way, they can be very effective in differentiating you from your competitors.

3- Create Viral Videos to Boost Your Brand

With the social networking age in full flow, viral video marketing has become one of the most effective forms of content marketing.

Not only do videos get shared much more frequently than any other form of content, they also bring in much higher referral traffic from other websites.

But the secret to creating viral videos is addressing the issues of your customers in an extremely engaging and interesting manner. They’re all about communicating your message indirectly in a light way.

But if you can get it right, there’s nothing better for boosting your brand image and announcing yourself to the world.

4- Use the Strength of B2B Trading Portals

This is one of the most overlooked, yet extremely effective, ways of getting your content across to your most relevant readers. Online B2B trading portals like QualityTrade.com, TradeBanq.com etc. have thousands of registered business users who are actively looking for relevant buyers and suppliers. These portals also have very strong reputation with search engines because they have millions of products listed on them with lots of content.

So if you register with them as a free supplier, post a few products and then add good quality content that includes backlinks to your website, you will not only get a good chance to rank higher on search engines but will also get your content in front of thousands of highly interested and relevant readers. Moreover, it will immediately build your credibility as a serious business.

5- Create Short Presentations To Build Credibility

Another form of content marketing that can help you attract more search engine traffic and, at the same time, establish you as an industry expert is creating short text and visual presentations.

You can do that by using summaries of your blog posts, turning them into bulleted points and uploading their PDF or PowerPoint versions on websites like Slideshare.net.

Not only can these presentations send you more referral traffic, they can often act as additional proof of your credibility and industry knowledge.

6- Use Social Media Marketing to Your Advantage

Just like blogging, social media presence has become a mandatory part of any content marketing strategy. This is where you can get closer to your customers and engage them using different images, videos and text content.

But that is not the only reason why you should care about social media websites.

As I said earlier, Google now considers the number of times a particular piece of content has been shared as a measure of its quality. So this can have a direct impact on your search engine rankings as well.

There are two ways you can ensure you take full benefit of social media websites.

–          Create your official profiles on Facebook, Google+, LinkedIn and Twitter. Integrate social media sharing buttons across your website and blog, using services like AddThis, and encourage your visitors to share your content.

–          Promote your content aggressively across 2-3 main social networks, especially Google+ and Facebook since both of them can impact your search rankings in the long run.

Conclusion

Smart and aggressive content marketing should be your primary focus as far as online marketing and lead generation is concerned. Focus on creating value based content, make it shareable and promote it using different social media platforms and B2B trading portals. If you stick to this strategy long enough, you’ll eventually be able to attract more traffic from search engines and a higher number of conversions through your website.

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Blogging

Beware Who You Trust for Advice

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Sometimes I ask questions on Quora.

I asked a question recently about shadow boxing while walking and if this practice burns calories.

Peep 2 answers.

 

I was a personal trainer and fitness nut for 20 years. I know shadow boxing does in fact burn calories and help you get more ripped because since doing it every single day during my walks, my arms are becoming as defined as ropes. True; shadow-boxing does not increase muscle mass. But the individual gave me a false, untrue answer because he fears what he looks like and cares about the opinions of others. He is not shadow boxing while walking or jogging because it is not effective; he fears people will look at him and believe he is a fruit loop, whatever that means.

Yikes.

Exhibit B.

 

This individual actually offers honest, truthful advice; shadow-boxing while walking burns more calories. If he ended it there, the advice would have been helpful. But he also fears criticism, aka, what people think about him, so his fears advise me not to do the extra calorie burning thing, because I would look like a Rocky wannabe jerk.

Yikes.

Two well-meaning guys who offer poor fitness advice because each guy deeply fears what people think about them. If I was not a fitness pro I’d have believed their inaccurate advice and would have cheated myself out of calorie burning. All because of the illusion of fear and its hold over most of humanity.

Blogging Advice

Before you trust blogging advice, check the source. Does the blogger:

  • radiate happiness?
  • radiate compassion?
  • exude success?
  • inspire you to succeed?
  • uplift bloggers?

If so, awesome. Trust the advice because you know the person offers advice from love, harmony and truth.

But if someone adds a fear-based element to the advice – like the fitness guys above who fear what people think about them and allowed their fears to become a projection on me – you know it’s bad advice because fear is not real, an illusion, and stepping into illusion moves you away from truth.

The Truth

If you burn more calories, you burn more fat and get ripped. This is truth. Shadow boxing while walking made me super ripped so the truth shines through. But if I stopped shadow-boxing while walking because I feared what people thought about me or what they’d say about me, I would step into the illusion of fear, away from truth, and would not be as ripped and cut as I am now.

Imagine if I listened to those 2 fear-fitness guys last month when I returned home? I’d look a lot more like Olive Oil and less like Bruce Lee.

Be careful about who you trust for blogging advice guys. Most people mean well – like the fitness dudes – but project their deep fears onto you and offer poor, or downright terrible, blogging advice. I have compassion for afraid bloggers but I won’t listen to their illusory advice.

One Such Example

Many top bloggers feel terror at losing email subscribers so offer advice based on the fear. Meanwhile, guys like me who have no such fear offer advice to help you bond deeply with your most rabid fans through email, exponentially increasing your success. Loss is impossible in a Universe of abundance.

Who do you think inspires you to live your dreams?

The blogger offering advice from the illusion of fear, pulling you away from truth, into smoke, mirrors, and appearances, not really there?

Or the blogger offering advice from truth and abundance.

Follow heart-centered bloggers.

Live your dreams.

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Blogging

Do You Establish Work at Home Boundaries?

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Some people love attention.

I know a few who do their best to grab my attention. Phone calls, emails, cryptic Facebook Messages.

I ignore everything and every one outside of what I do in the moment since I set up work at home boundaries. I close the door and go into my office. No way I stop working for anything or anyone who starves for my attention. The house could burn down and I would scoot out at the last minute because work time is work time and I do nothing else save work during work time.

If you do not respect your time, people will not respect your time. If you give people your time whenever they want your time, for:

  • favors
  • gossip
  • small talk
  • chats
  • general BS

people will gladly ask for favors, engage in gossip, engage in small talk, chat you up and BS for hours, because you chose not to establish work at home boundaries.

100% of the time, if people appear to be using you or eating up your precious time, it is your fault. People treat you how you choose to treat yourself.

How a Happy and Successful Blogger Sets Up Work at Home Boundaries

Easy; I close the door, walk into the office and get to work. I do not leave the office until I complete my work. My phone? I turn it off. I check email rarely. I only check Messenger 2-3 times daily for 5 minutes at a clip.

I set up definite, clear, work at home boundaries to respect my time. People reflect my time-respecting back to me. Easy peasy.

If someone tries to grab my attention through Messenger, or the land line, or through email, or at the door, I completely ignore attempts made to grab my attention and time. Boundaries folks; you need to be clear and firm on your work at home boundaries to ensure everybody else respects your boundaries.

You Are Walking into a Word Office

Would a friend, family member or casual neighbor barge into your 9-5 job office asking for a favor? Would said folks barge into your 9-5 job office to spread the latest gossip? Nope. Then why allow said folks to barge into your work at home office to do similar things? Nope. Put up boundaries. Door closes. Enter office. You are busy. You are working. Even my 3 year old niece understands when Uncle Ryan goes to work in the home office. Everybody else can easily grasp this concept.

What About Impatient or Desperate Online Folks?

I completely ignore impatient, fear-filled, desperate folks who demand I answer Messenger or email requests in 1 minute, 5 minutes, 10 minutes, or in 24 hours. I respect my time and completely ignore people who do not respect my time.

I built my blogging business almost completely on a passive income model so nothing I do online is time sensitive. I have answered most questions 1,000 to 10,000 times through my courses, eBooks, blog posts and videos. It is up to these awesome but unclear folks to find and use the answers I created, to improve their lives.

I am generous daily, publishing a blog post and/or video. Plus I published about 800 posts on Blogging Tips, and over 2,000 posts on Blogging From Paradise. It is on the impatient folks screaming for my attention to follow my blog posts, guest posts, videos, eBooks and courses because I answered their questions many times.

People treat you exactly how you teach them to treat you. I have posture so I set up work at home boundaries for offline and online folks.

Respect your time and work schedule and other folks will do the same.

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Blogging

Who Do You Surround Yourself with in Your Blogger Network?

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Some bloggers cannot see the forest for the trees, like the beautiful, lush, thriving national park I visited in New Jersey recently.

The masses tend to be caught up in fear, pain and struggle because they cannot see the big picture.

Birds of a feather flock together.

You have heard that one, right?

I circle the globe and change time zones like most folks breathe. Would I be wise to surround myself with people who tremble at leaving their home town or home neighborhood? Nope. Such people would teach me the world makes for a scary, dangerous place. I would get advice like play it safe, be comfortable, get a job, buy a home and take it easy, from such folks. Such folks also live a bland life because if you rarely or never leave your comfort zone, you cannot:

  • grow
  • thrive
  • face your fears
  • serve humanity
  • be a bright light for people to follow
  • live your deepest, wildest dreams

Obviously, I chose to surround myself with bloggers who happily circled the globe as successful bloggers. I also surrounded myself with happy, successful, home body bloggers too; to learn the basics of building a rocking blog effectively. I learned how to succeed from my blogger friend network, sponging up their knowledge, inspiration and insight.

Meanwhile, if you surround yourself with new, struggling or failing bloggers you will get advice on how to struggle, fail, or flounder through your blogging day.

Do bloggers around you complain about losing $50 on blogging? Lose these zero’s immediately and surround yourself with bloggers who invest thousands of dollars on their blogs. High rollers teach you to succeed. Broke jokes teach you how to fail.

Do bloggers around you see making $25 as being a huge amount of money? You better lose the low-aiming crowd to surround yourself with bloggers who see $1000 and $10,000 and more as making coin.

Do bloggers around you circle the globe as swash buckling travelers? Check out this photo from my trip to Vietnam. Kong: Skull Island was filmed here.

Time to ditch the comfort zone crowd to hang with adventurous types.

Don’t get me wrong; I celebrate every cent I make online. But if you think I’m placing a sponsored post for less than $1000, you are insane. Like a famous super model who said she didn’t get out of bed for anything less than $10,000 a day, you need to develop a prosperity consciousness that demands big money and ignores appearance of poverty, lack, limitation and fear.

Who Do You Hang With?

Who do you count as blogging buddies? Happy, highly successful, prospering bloggers? You better, to increase your success.

For example, observe my blogging paperback on profiting. The aftermarket price is $45 USD. If most or all bloggers in your network would feel uncomfortable receiving $45 in royalties for a paperback, you better lose that network and surround yourself with bloggers who believe in abundance. I know John Chow feels comfortable receiving $45 for anything he offers online. Who cares? It is just money. It is only money.

Surround yourself only with bloggers who:

  • have posture
  • have authority
  • charge top dollar
  • profit freely
  • prosper freely
  • exude confidence
  • have a highly developed prosperity consciousness

You learn from the best, gain inspiration from the best and become the best by surrounding yourself with the best bloggers on earth.

But you need to be honest in who you choose to hang with in your blogging circles. Be clear. Be truthful with yourself. Maybe you feel comfortable trading comments with struggling bloggers you befriended 10 years ago but nothing spectacular happens for you if you surround yourself with struggling bloggers, being firmly fixed in your comfort zone.

Release all bloggers who are not happy and prospering.

Fill your blogger friend network with empowered, inspired, happy, successful, prospering bloggers.

Nothing personal.

Just your blogging success at stake.

 

 

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