Galen DeYoung

Content Marketing

Assessing Google Instant’s Effect On B2B Marketers

As Google moved from Google Suggest to Google Instant last week, I began to wonder what impact it may have on B2B marketers and how to assess that impact. As with any significant change, the results will be positive for some, negative for others. Here are some things B2B marketers should watch to determine the […]

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The Benefits, Limitations, And Risks Of Shared Platforms

There are a number of shared platforms for B2B marketers that promise increased traffic and search visibility for their members. Before you subscribe to a shared platform, be sure you understand whether it will really help you and how to best use it to drive increased visibility in the search results. This article looks at […]

Content Marketing

Why B2B Blogs Aren’t Achieving SEO Success

Earlier this month, I led the Hot Seat Lab on Better Blogging for Business at MarketingProfs’ B2B Forum in Boston. In it, three brave B2B marketers volunteered to have their corporate blogs critiqued in front of a room full of peers. While the blogs obviously differed in design and content, their shortcomings from an SEO […]

Content Marketing

Will New Changes To Google Places Help B2B Marketers?

Recently, Google enhanced several features of its Local Business Center and rebranded it Google Places. Among the new features is an ability to specify the regions a business serves. But will the new changes help B2B marketers serving a larger region get found? Most B2B company locations serve a large region, and it can be […]

Content Marketing

Feeding The Content Marketing Dragon

A dragon is a good thing to have. Everyone knows dragons have magical powers. They are wise, although sometimes also vain. Dragons can be fierce protectors, too. The magic of the content marketing dragon is lead generation, lead nurturing, and SEO (especially if your dragon has a long tail.) But if you’re going to own […]

Content Marketing

Organic Search Strategies For Driving Traffic To Channel Partners

B2B brands are often reliant on channel partners to sell products and services to end users. And while manufacturers and others offer traditional co-branding marketing tools, they often fail miserably at driving traffic to distributors, dealers, and other channel partners through B2B search marketing. Optimized channel partner landing pages, bulk uploads of locations to Google […]

Content Marketing

A Six-Step Content Marketing Check-Up For B2B Marketers

Content marketing is one of the most powerful tools for B2B marketers, most of whom likely have content development as a substantial part of their 2010 marketing plans. But before you get started with developing more content marketing assets, take a step back to assess your efforts to date. Below are six steps to help […]

Content Marketing

B2B Blogging: Short-Term Brains Or Long-Term Gains?

Lately, when we talk to prospective B2B clients, I see increasingly divergent views on B2B blogging. On the one hand, there are those who lust after success stories involving other social media (e.g., Twitter) used to drive high amounts of immediate, short-term traffic to a business blog. Many times, these people are so eager to […]

Content Marketing

3 Lessons Learned From Successful Corporate Blogging

I’m just back from speaking at MarketingSherpa’s B2B Summits in San Francisco and Boston, where I was giving a joint presentation with a client on SEO. As part of that presentation, we talked about the role and impact of corporate blogging. The client is a professional services firm operating solely in the B2B space. Theirs […]

Content Marketing

Tips for Turning Unintended Traffic Into Ambassadors

If you have a content-rich, optimized site, you’re likely getting a substantial amount of organic traffic from channels you didn’t plan on – visitors searching for something related to your business who briefly land at your site and move on. Rather than ignore this extra traffic, you should engage them as potential ambassadors and influencers. […]

Content Marketing

Twitter Search Tips For B2B Marketers

By all measures, business use of Twitter continues to expand. Twitter can be a great tool used to follow others in your industry, keep track of what’s being said regarding issues relevant to your customers, as well as identify and learn more about potential prospects. Yet finding relevant Twitter users to follow (and making it […]

Amazon

Capturing the Value of Content Marketing

Click on one of your shortened URLs in Twitter, and your analytics may show a referral from Twitter. But if you click on that same shortened URL in a Twitter client like TweetDeck, the click-through will probably show up as a direct visit, because TweetDeck doesn’t pass along the referrer string in the URL. How […]

Content Marketing

B2B Purchasing: A Risky Proposition

In the last couple years, I’ve written that risk is a primary motivator in B2B purchase decisions, and that fear of making the wrong decision strongly influences B2B supplier selection. And rightly so. The wrong choice can have long-lasting business and career implications. This week, Enquiro, released a white paper entitled Mapping the BuyerSphere (registration […]

Content Marketing

A Moving Target: Are Mobile Devices Costing You Business?

There are multiple parties involved in the B2B purchase decision. While several parties have the ability to influence the purchase decision (e.g., purchasing personnel), those with the ability to make the decision are typically very busy, often spending significant time on the road, in airports, in meetings. They may not be tethered to their laptop, […]

Content Marketing

Where Professional Service Firms Fall Short

It seems like professional services firms really struggle with search engine optimization. Few do it well. In the audits we do for clients, perhaps the most common issue is inadequate site architecture. That is, not having enough pages in the site to respond to the diverse range of potential search terms. But there are other […]

Content Marketing

Best Of B2B Search Marketing 2009

Articles and blog postings on B2B search marketing are often hard to find. At Search Engine Land, we’re fortunate to have a stable of experts who regularly contribute great content and make the Strictly Business column a success. But during the year, I’ve found a lot of other great content, too. I chose 30 of […]

Content Marketing

Fortune 500 Begins To Embrace Blogging

Business-to-business (B2B) blogging is be a great way to forge relationships, talk with customers and prospects, demonstrate thought leadership, and dramatically increase visibility in natural search results for targeted search terms. Done right, it ultimately drives substantial traffic when others in the media and blogosphere link to compelling or noteworthy content. Yet the Fortune 500, […]

Content Marketing

7 Recession Strategies For B2B SEO

Many people have a “set it and forget it” approach when it comes to SEO. But if you have a good site (in terms of organic search), you should be taking advantage of it—especially during these tough economic times. SEO remains one of the most cost-effective marketing strategies, especially over the long haul. If your […]