6 Key B2B Content Marketing Trends to Follow in 2022

If you want to succeed in B2B content marketing, you’ll need to adapt to today’s competitive realities by considering six key trends for outsized performance for B2B marketers.

Field sales are quickly becoming a thing of the past. Since Covid-19 came on very quickly, companies have been trying to adapt due to being unable to meet their prospects and customers in person. So, they quickly started using Zoom and other remote-based communications.

This blog will describe how the B2B world has changed and how content marketing strategies have adapted, providing six different trends to follow and succeed in your business.

Key factors that changed the B2B world

There are three crucial factors that have contributed to a significant change in the B2B world. You have to quickly find ways to adapt to these changes and keep succeeding in your businesses.

Web presence is key to your marketing success

This phenomenon is not limited to small B2B purchases. The website was always the focal point of communications before Covid.

Before the pandemic, the website may have been a supporting entity part of an overall communication mix. Now, it is the focal point, and other forms of communication support it.

Big-ticket for B2B purchases are happening remotely and through digital self-service

These purchases are generally defined as 50,000 dollars or more.

While the vast majority of big-ticket items are still happening in person, a growing percentage of those, especially between 50,000 and a half million, is happening remotely.

As a B2B marketer, you’ve got to tell your story, provide your value proposition and critical differentiators on your site, and do so concisely. You have to stand over the crowd, which will get the point across to your website’s target audience.

The content of your website is crucial for your brand presence and domain authority

If you have a poorly constructed website and are not focused on taking that customer through the buying journey, you will rapidly see its deceleration and an increase in your competition’s sales and higher domain authority.

6 key trends for content marketing success

1. Crafting longer content: Blog posts are getting longer   

Only very long-form content is driving results for marketers. So, if you are writing blog posts that are <600 words, don’t waste your time. You have to show up in the search engines and have a chance at achieving a top-10 listing.

In one SEMrush study, articles with at least 3,000 words generated 3x more traffic, 4x more shares, and 3.5x more backlinks than short-form articles. You’ve got to have content and write 1,500 words at a minimum (or, better yet, between 2,500 and 3,000 words).

Another important factor for crafting longer content is updating older blog posts, making them longer and more valuable to their target audience by refreshing them with new thinking and adding more images.

2. Increasing content publication frequency

Long blog posts need to be published weekly to generate results. In a competitive industry, you need to post more frequently. Expect to post 2–3 times weekly to gain market share. Depending on where you’re in the industry and how competitive it is, you may post anywhere from 2 to 5 times a week.

3. Adding more images

Something very important to consider is that people read and comprehend content differently. For example, some people are visual, others are auditory, and others simply want to read.

Many companies thought it would be sufficient to include an image at the top of the blog post or article, and they felt that their work was done. However, the reality is that adding one image for every 250–300 words of content is optimal for generating better results in the SERPs.

When you create your content, it is crucial not to build it in a model style but to instead incorporate different elements that appeal to further learning or concept absorption for the readers. For example, integrating more images into your content gives you a better ranking performance, better user engagement, and more sales for your company.

4. Incorporating structured data

Incorporating structured data is crucial since it improves your content and gives it better visibility. Incorporating structured data can be known as Google taking elements of your content and adding code around it.

Featured snippets create a new distribution channel for your content. They always appear on the first page of specific search results and are often above the fold so that the search engines know that this is a structured snippet that can appear in other parts of the SERPs.

5. Increasing content promotion

To increase content promotion, you should attempt to look inward first; you should look to start controlling and owning your media versus trying to focus on paid media by considering the following recommendations:

  • Try guest posting: Public relations, speaking events, and guest posting have become the three most important ways to increase promotion. The most successful content marketers use these tactics more frequently than most other companies.
  • Expand your LinkedIn presence: LinkedIn outperforms all other social media for B2B. As your budget becomes increasingly constrained due to competition and inflation, you will need to focus your social media programs on LinkedIn at the expense of other venues.

6. Owning distribution

Our “employee advocacy program” is a capability within our managed service. This program allows you to build your corporation and community.

Starting an Employee Advocacy Program (EAP) provides two significant opportunities.

  • Your employees can become your distribution channel, leveraging their brand to promote your company, driving thought leadership, introducing your company to new prospects, and reducing overall marketing costs.
  • You can build a corporate-owned community. Companies that establish online communities for their customers and prospects set themselves apart from the competition.

Another thing you need to do is take advantage of the social network and group capability. For example, you can create groups focusing on the business and discuss the issues their prospective audience faces.

In summary

In 2022, focus on the basic blocking and tackling tasks that you need to follow, increasing the word length of your content, incorporating images, and publishing more frequently.

Also, make sure you have content that targets your audience in a segmented fashion, resonating with that audience in search engines.

Do those things consistently, and you will have results this year. Be ready for a very strong 2023. Tempesta Media can help you out with the process. To know all about our content marketing solution managed service, don’t hesitate to contact us today.

Learn How to Thrive: Smart Ways to Leverage Your Business’s Linkedin Profile

While LinkedIn is a great place for networking, professionals need a Linked content strategy to get the best results possible.

LinkedIn quickly established itself as the top platform for business connections after its launch in 2003. Today, with its 830 million members, there is no place like LinkedIn to reach out to professionals, experts, and decision-makers. Some marketers swear by it and use it as a primary channel to generate leads. Do you wonder if putting time and effort into growing your LinkedIn presence is worth it?

Here’s the truth. Like any other social media platform, LinkedIn will yield the best results if you adopt a strategic approach. Follow these tips to develop and implement a LinkedIn content marketing strategy that makes sense for your goals and audience.

Linkedin networking

LinkedIn as a publishing platform

LinkedIn has become the go-to site for connecting with other professionals and even advertising available positions. Still, it has also grown as a publishing platform thanks to the feed feature.

With 48% of users being active at least once a month and 16% logging in daily, LinkedIn provides plenty of opportunities to connect with your audience. It’s also one of the most trusted social media channels. As a result, its users are more likely to be receptive to long-form content compared to other social media platforms.

There are different ways of publishing content on LinkedIn. For example, you can create long-form blog posts via the Publisher platform or share content as a LinkedIn status update. The short status updates may generate more engagement, but leveraging long-form LinkedIn content can help you deliver in-depth information to prospects approaching a purchase decision. Plus, you can use status updates to promote your long-form content by sharing a key fact and encouraging your audience to read more.

Your LinkedIn content marketing strategy should include several content formats. For example, your long-form articles can mirror what you discuss in your blog posts. At the same time, you can use the status updates to share links to shorter articles and news stories.

You can also use LinkedIn to share links to webinars, educational videos, podcasts, customer success stories, case studies, tutorials, and more. As long as align your content with your overall marketing goals and your audience’s expectations, don’t hesitate to experiment with new ways of sharing your message.

The importance of posting regularly

Sharing quality content that offers your audience relevant information helps you establish a strong LinkedIn presence and generate audience engagement.

However, it’s also important to publish content regularly. Being active on LinkedIn can turn you into an influential voice in the different conversations shaping your industry. Regular status updates will also increase your brand recognition and awareness.

Ideally, you should post two to three times a week. Still, you should consider posting more often if you have a particularly active audience or if your contacts are likely to have many connections and could easily miss your posts.

Tracking engagement and conversions can help you find a sweet spot for posting frequency and optimize your social media efforts. You can get started with LinkedIn’s post analytics feature to keep track of engagement, discovery, impressions, etc.

social media

Why your LinkedIn connections matter

Beyond writing valuable content, the success of your LinkedIn marketing strategy depends on the size and quality of your network. Understanding the different degrees of connection among LinkedIn users will help you tailor your approach.

First-degree connections

First-degree connections are users who have accepted your invitation to connect or sent you an invitation.

You’ll typically find co-workers or employees in this group. While these connections won’t turn into leads, they can be great advocates for your brand and help generate engagement for your content.

First-degree connections can also include existing clients, prospects you have interacted with on other channels, and other acquaintances.

Second and third-degree connections

Second-degree connections are users who have connected with one of your LinkedIn contacts. LinkedIn will display their profiles through the People You May Know feature. Still, you can also explore second-degree connections by visiting the profiles of your various connections, especially if you have some superusers with thousands of connections in your network.

You will likely come across people you’ve met before, but it’s acceptable to introduce yourself to strangers and offer to connect after mentioning the contact you have in common.

Once you’ve established a second-degree connection, you can explore the profiles of users who have added this person to find third-degree connections.

It’s best to use filters to refine your search when exploring second and third-degree connections. For instance, you can limit results to decision-makers or professionals who work in a specific industry.

followers

Followers and group members

Second- and third-degree connections are an excellent means to grow your LinkedIn audience and reach more people with your content. However, your content itself can also help you forge new connections.

Users can follow each other to keep up with status updates and other activities. If you share quality content on LinkedIn and make it easy to discover with a strong SEO strategy, your content will attract followers. Then you can turn these followers into connections by sending them an invite.

Another way to form connections on LinkedIn is to join groups. You can find a group for about anything on LinkedIn, and joining a group will provide you with additional opportunities to share your content. Adding members of the groups you join as contacts is a common practice. Plus, it can be a great way to find leads outside of your direct network.

Search engine optimization strategies for LinkedIn content

Use search engine optimization (SEO) to make your content easier to discover so you can reach a wider audience. Your LinkedIn profile can also support your overall SEO efforts. For example, you can direct organic traffic to your site or enhance your ranking in search results, especially if you share long-form LinkedIn posts about trending topics. Here are some ways to make SEO work for you:

  • Choose keywords carefully. — Just as with every channel you optimize, you’ll need to identify the most relevant keywords for your profile and content. Google’s Keyword Planner is a terrific tool for getting started.
  • Include hashtags consistently. — Adding hashtags to your status updates and long-form posts will make them easier to discover. The key is to find the right hashtags for your industry and audience, which you can do by keeping an eye on trending content for your niche.
  • Link to your website regularly. — Direct organic traffic to your site and build up your backlink network by adding a link to your site on your LinkedIn profile.
  • Update your status frequently. — Don’t forget that Google and other search engines value fresh content. So keeping your profile updated and posting regularly will support your SEO efforts.

Get more from LinkedIn

As a managed content marketing service, Tempesta Media can help you stand out on LinkedIn by delivering exceptional content and implementing a publishing strategy on your behalf.

Contact Tempesta Media to find out more, or take a look at our 100 digital marketing mistakes ebook to learn what not to do when developing your presence on LinkedIn and other platforms.

The Pros of a Managed Content Marketing Service for E-commerce Companies

The rise of e-commerce is the defining trend of the retail industry over the past decade. As brands compete to grow their online presence, content marketing has an important role to play.

Between brick-and-mortar retailers developing their online presence, online giants transforming the shopping experience, and small retailers finding their niche online, e-commerce is a diverse space.

This market keeps growing, which translates into more opportunities to reach customers. However, it’s also a competitive space. Brands can stand out by leveraging an online shopping platform to deliver a unique experience and go further by investing in a managed content marketing service to connect with their audience.

The role of content

The online shopping journey differs from in-person purchases. Consumers have access to an unparalleled breadth of information to research a purchase and compare options.

From branded content to online reviews, consumers are likely to go on a rich content consumption journey before making a buying decision. This journey will also continue after the purchase, with content designed to upsell, generate repeat sales, or increase loyalty.

You need to deliver a meaningful experience at every step of this journey by offering content that is engaging and meets your audience’s expectations. Getting help from a content marketing service can make a difference since you’ll have access to a team of experts who know how to create content that engages and converts.

content strategy

Meeting the expectations of your audience

Common challenges for retailers are understanding and meeting the expectations of their target audience. Consumers have expectations regarding product quality, but they also want a convenient experience when buying something or contacting customer service.

A content marketing service can help you identify the expectations of your audience and create content that meets these expectations, in terms of both adopting a branding strategy that reflects consumers’ values and sharing a message aligned with the pain points shoppers are experiencing.

The rise of user-generated content

Branded content is everywhere, but a new type of content is quickly taking over the online shopping space. As consumers become more aware of the strategies that brands use to share promotional messages, the content generated by users has established itself as a more relatable and trustworthy source of information.

Leveraging user-generated content can create a sense of community for your fans. Engaging with the users who create content can also result in a more organic and genuine connection with your brand.

User-generated content can become a driver of scalable growth if you build a strong community of loyal fans who can help with word-of-mouth marketing.

Many brands are also focusing on influencer marketing. This approach often feels more genuine and relatable. With 49% of shoppers depending on recommendations from influencers and 37% trusting influencers more than brands, this type of UGC can have a significant impact on sales.

Partnering with influencers can help you grow awareness in certain niches, but don’t lose sight of the fact that every customer has the potential to create content. Shoppers can share online reviews, testimonials, social media posts, etc.

Engaging with these users post-purchase and encouraging them to share their content is important for word-of-mouth marketing. It will also establish social proof for your brand since 38% of shoppers consider online reviews as very important.

Thanks to their comprehensive approach, managed marketing services can help you implement successful programs for connecting with influencers and customers and promoting user-generated content.

content strategy

The omnichannel experience

We’ve already established the importance of meeting your audience’s expectations with quality content. However, shoppers have additional expectations regarding content consumption.

In order to deliver an optimal experience, you need to meet prospects and shoppers where they are and share content on their preferred channels. Blogs, email, and social media are common channels. Some retailers are going further with the omnichannel experience by using podcasts, videos, or live chat features.

You also need to keep up with new trends and incorporate the latest popular channels into your omnichannel strategy. For instance, many brands are currently focusing on TikTok to reach its 136 million U.S. users.

Developing an omnichannel experience is another area where a managed service can make a difference. You’ll get to work with experts who can help you identify the best channels for your target audience and ensure that your marketing efforts remain consistent from one channel to another.

The importance of thought leadership

With the rise of online shopping, brands are always challenging themselves to stand out with value and creativity. This competitive environment gives shoppers access to more options than ever, but it can also feel overwhelming.

Experts believe that shoppers are happiest with fewer options. The more options a shopper has to compare, the more difficult the decision will be. It can result in analysis paralysis. Shoppers can also second-guess their decision and regret their purchase because they didn’t get to try the myriad of other products available.

The best way to prevent analysis paralysis is to instill confidence in your audience with thought leadership. If shoppers feel they can trust you, they’ll have the peace of mind to know they made the best decision possible by following your advice.

Outsourcing content creation to a team of experts can help build trust and authority. You can work with a managed service to develop content that educates about your products and shows how they solve pain points in an authoritative manner.

Get help with content marketing

A strong content marketing strategy is paramount to the success of your online shop brand. Content is the primary channel through which you can form a meaningful connection with your audience and deliver a memorable experience.

However, many brands don’t have the time or resources necessary to implement the right content marketing strategies. If you find yourself in this situation, getting help from a team of content marketing experts is an option worth exploring.

As a managed content marketing service, Tempesta Media can help you grow your online presence through compelling content. Besides creating and publishing content on your behalf, Tempesta Media can implement a social media marketing or influencer marketing strategy to help you get the most out of these channels.

Get in touch with us to learn more about the services we offer, or take a look at our 100 digital marketing mistakes e-book for more advice about content marketing.

Make Your Content Profitable With These 6 Power Hacks

Content marketing is at the core of any successful digital strategy. However, developing quality, impactful, and memorable content takes time and resources as well as smart content marketing tips.

The following marketing tips will help you get more out of your content and turn these marketing efforts into a profitable activity for generating leads and sales. We’ll also discuss managed content marketing services and why they’re the golden ticket to a successful content marketing strategy.

Stand out as an SME

The term SME can mean two things. It can refer to small and medium enterprises, but marketing experts use this abbreviation to talk about subject-matter experts.

A subject-matter expert is a person or organization uniquely qualified to discuss a topic. Interestingly enough, many small and medium businesses also often happen to be experts in their niche.

With 81% of organizations considering content marketing as a core strategy, cutting through the noise and getting your content noticed can be a challenge. Step one is to tell your audience why they should listen to you:

  • As a subject-matter expert in your niche, you can bring a unique viewpoint to the table, such as an innovative solution to a common pain point.
  • Turn your professional experience into thought leadership by introducing new topics and discussions before your competitors.
  • No one knows your industry better than you. Inspire trust and confidence by adopting an authoritative tone.
  • While large organizations can have a broader focus for their content marketing efforts, the strength of small and medium businesses is often in their specialization. Establish yourself as one of the top content creators in your niche by adopting a narrow but insightful approach.
  • Build trust by delivering on your promises. Your content will be memorable and valuable if you discuss concrete solutions.

content marketing strategy

Create pivotal moments with strong CTAs

What comes next after establishing yourself as a subject-matter expert? Read on to learn how you can turn this initial connection into something more.

The previous sentence, and many others you’ll typically find at the bottom of blog posts or just above the fold in marketing emails, is a call to action (CTA).

The purpose of a CTA is to catch the eye and introduce the possibility of continuing the interaction, whether it’s signing up for a newsletter or scheduling a sales call. Once you establish this connection, you can keep nurturing the lead by delivering more content.

You’ll get better results if you use a few simple content marketing tips when creating CTAs:

  • Keep your CTAs short.
  • Use strong action verbs.
  • Suggest an action that makes sense for the current stage of the buyer’s journey.
  • Tell users how they can unlock more value by acting.
  • Use design practices that will make your CTAs stand out.

Capture organic traffic with SEO

Organic search is often the first channel prospects turn to when they need a solution to a pain point. It’s crucial to make sure your content will show up in relevant searches.

The best way to facilitate content discovery via organic searches is to invest in SEO. While some keywords will occur naturally in your copy and headers, you can go further by identifying two or three strong keywords for each page and using them in the URL, meta tags, link anchors, image alt tags, and more.

A successful optimization strategy starts with keyword research. You can use Google’s Keyword Planner to identify the top search queries and keywords your target audience is likely to use and keep up with the latest search trends for your industry.

Facilitate content discovery and consumption with internal links

We’ve already addressed how CTAs can become pivotal moments between content consumption and the first contact with a prospect.

However, facilitating pivots from one piece of content to another is just as important. The buyer’s journey is becoming increasingly complex.

A strong internal linking structure can help visitors find more content that is valuable to them. Plus, internal links will support your SEO efforts.

You can integrate internal links in your copy to help readers explore related topics. Marketers also use pillar pages to discuss a topic in depth and share hyperlinks to pages that focus on different subtopics.

SEO efforts

Stay on track with a content calendar

Content freshness is a key component of a successful content marketing strategy. Content can lose some of its authority as it becomes stale, and ongoing content marketing efforts from competitors can cause your pages to lose their top spots in search results.

Developing new content will also help you keep up with new topics and adapt to the latest search trends, including voice search, which is becoming more popular with over 135 million voice assistant users.

A content calendar is a simple tool you can adopt to streamline content creation. Besides helping you post regularly, it will support your strategic planning efforts.

Gain a competitive edge with content intelligence

Analytics can shed light on how prospects interact with your content and help you understand your content’s role in the buyer’s journey.

These are examples of the different metrics you can track:

  • Use a visitor counter to see which content pieces and topics are the most popular. Use your findings to plan more content around these topics.
  • Track your conversion rate for different channels and pieces of content. It will help you identify the top-performing channels and pages so you can focus your efforts on what is most profitable.
  • Go further by tracking metrics by audience segment, something that only 41% of B2B marketers do. This approach will give you a better understanding of your different buyer personas’ unique needs.

If you don’t have a content intelligence strategy in place, Google Analytics can be a great tool to get started.

Streamline your efforts with a managed content marketing service

If you find yourself short on time or resources to implement the strategies discussed above, outsourcing content marketing to a managed service can be a viable solution.

Managed content marketing services can streamline this process and act as an extension of your marketing team. From identifying content creation opportunities to creating and publishing content on your behalf, a managed content marketing service will help you turn content marketing into a profitable endeavor.

Tempesta Media is a managed content marketing service with capabilities ranging from content development and publication to social media marketing, SEO, analytics, and more. Schedule a content marketing assessment to learn how Tempesta Media can make your efforts more profitable, or take a look at our 100 digital marketing mistakes e-book for more tips.

Top 5 Steps to Boost your Domain Authority

Domain authority is essential to improving your website status.

Domain authority measures how a site is successful in appearing in the search engine results (SERP), compared to competitors. And a lot of people are wondering how to increase the domain authority of their website. In this blog post we will provide you five steps to follow in order to boost your domain authority.

how to boost domain authority

Calculating domain authority is crucial, and backlinks play a vital role in doing so. Ahrefs’s study showed that 55.24% of websites don’t get any organic traffic since they don’t have backlinks. So it’s crucial to have high-quality backlinks. 

There are many ways of getting backlinks to strengthen your link profile. To begin, you can look at your top sources (using such tools as SEMrush or Ahrefs), and then find sites that are similar for backlink opportunities.

You can also use a WordPress analytics plugin that shows you detailed reports on your dashboard to uncover your top link sources inbound. Additionally, you can ethically spy on your competitors, see their backlink sources, and then try to get links from the same websites. 

Authority comes down to two significant areas that help boost your domain authority and the performance of your website in the search engine results. Those areas are:

  • Creating excellent content that tightly targets your audience and provides considerable value. Users should like to share your content because it’s catchy, informative, entertaining and beneficial for them. Your content should invite your readers to take actions, such as looking for more information and even hiring your services.

  • Promoting content and distributing it to get high quality, and high relevant links back. If you work consistently in these two areas, your domain authority will rise. So when you start, try to look at those two areas and remove as many barriers as possible. Before you begin to add new content, optimize existing content, distribute it and promote. If you go and take this simplified approach, you will achieve results. 

Now, there are periphery things that you can do to help remove obstacles to achieving an excellent result for your website. And how you have it structured acts as a massive barrier to making those two components of your content marketing program. The suggestion is to audit your site and remove bad links. 

Bad links are backlinks that lower your site’s reputation on Google. The quality that Google assigns to links can be measured with Google’s algorithms and their link quality analysis. Such links can be considered spam or low-quality. 

Website audit can also tell you whether you have broken links on your website, unoptimized links (usually missing meta information) or website structure at all. 

You can also focus on your internal links to improve your site’s user experience. An internal link is a reference to another webpage within the same website. For example, visitors can get more engaged and lower the bounce rate if you have links directed to several informative web pages on your site. Some benefits of internal links:

  • They help search engine bots to crawl your website more easily, indexing your pages. To help them understand your content and page, SERPs use crawlers to visit your website and gather information, follow all the links, and discover new pages. 
  • Internal linking builds the foundation of a website architecture, that is your site’s structure. A proper internal link structure passes link juice from one page to another. 

You can improve your internal link strategy by using an appropriate plugin. “Link juice”, for example, is an SEO term that refers primarily to the value of a web page passed to others. This strategy can give a vote of confidence to the search engine since more links are pointing toward a reliable page show. So internal links contribute to boosting your domain authority.

Step 5: Optimize Your Website Structure and User Experience

You should not forget about one of the most critical factors in increasing your domain authority: the structure and user-friendliness of your site. Search engines can crawl your sites more efficiently and index them on search results by using a proper format. 

If you want to improve your site’s user experience, you can begin by focusing on its optimizations for mobile. Google has now implemented mobile-first indexing that will look at how your website performs on mobile. 

Last but not least, make sure your site is safe. Getting an SSL certificate and changing your website to HTTPS can guarantee your secure site. You can also make your site safer by getting hold of the top WordPress security plugins. For instance, Sucuri offers many essential security features similar to a web application firewall.

How long does it take to achieve results?

If you’re starting with a brand new website with no domain authority or domain authority of 5-10 or less, it will take you six months before you start seeing that. 

The number improves steadily.  It’ll take you 12 to 18 months before you start to gather a significant enough domain authority, where you can start competing with your competition on long-tail keyword phrases.

In summary

You should remember that you can’t control your site’s domain authority. However, you can follow all the mentioned steps closely, so your domain authority increases steadily.

You need to keep in mind that increasing your domain authority takes time. Therefore, you should set out a long-term strategy, plan the implementation of all the above strategies, and wait for your domain authority to boost.

The bottom line is that there is no magic bullet for achieving results. It’s all about consistently doing the right thing and removing obstacles that prevent you from doing things right. 

Here, at Tempesta Media we use best proven practices to increase the domain authority of our customers, as a part of a managed service solution. Contact us today if you would like to accelerate your success with managed content marketing

Suitable Keyword Match Types For Your Google Ads Campaign

Exact match keywords are an efficient brand advertising strategy.

Google is a unique platform where you can offer your products. According to recent Google Search Statistics, Google processes over 8.5 billion product searches per day. In addition, Google has a very relevant advertising service: Google Ads. Users pay for advertising that appears in the search results. 

The focus of Google Ads is keywords. As the name suggests, keywords refer to terms and phrases people enter into a search engine when looking for specific information. So selecting keywords is crucial for your business to grow through advertising. What makes keywords so valuable is that they tell search engines about your website’s page content. 

Get started with Google Ads

To start using Google Ads, you need to select a relevant list of keywords. This list generally consists of words people would likely use when searching for the product. You bid on those keywords by choosing the amount of money you are willing to pay for that ad click. What determines the ad position on the SERP is the quality Google assigns to ads, combined with that bid. 

To begin using Google Ads, follow these steps: 

  1. Define a goal by heading to the Google Ads homepage.
  2. Select keywords list.
  3. Choose your target audience.
  4. Decide on the billing.

Some of the benefits that the Google Ads service provides is that you can target your ads. This allows you to get to people with specific interests, so you can show them ads they are interested in. Another benefit is that you can control your costs and decide on the billing according to your budget. You can also measure success and manage your business campaigns. 

That is why it is so important to choose the right type of keyword when you create your ad. Each type of keyword has its own benefits and drawbacks. You should find out more about them to create a successful campaign.

In this blog, we will see what exact match, broad match, and phrase match keywords are, their differences, and how to use them effectively for content marketing success

Types of Keyword Matches

Exact Match Keywords

Exact match is a Google keyword type of match. When a searcher types a word exactly as the word or phrase you are bidding on, your ad will be shown. As the name implies, the terms you are entering are the exact terms that the searcher is looking for when they’re on Google. Exact match keywords, when used correctly, can have a dramatically positive impact on your paid marketing program. 

For instance, if your search term is “gold bar prices,” and you have that term as an exact match term, your advertisement will only appear if a searcher types in that exact phrase into the search box. If they make any change to it, like, even though they may be similar, as a result, your ad won’t appear.

The benefits of targeting your message using exact match keywords are: 

  • Higher click rate and high click-through rate.

Your ad will be very tight on point and have a much higher click rate, which is very important because it directly affects your quality score. In addition, when you advertise on relevant queries, you are attracting the highest number of people to your offering, achieving a high click-through rate.

  • Lower costs and better ad positions. 

Your quality score, that Google assigns, is going to be high since an exact match lowers the search term-to-keyword ratio. Higher quality scores mean lower costs and better ad positions. 

  • Lower cost per click.

Your cost per click is going to be optimized and potentially lower, as you bid for that exact keyword. This match type lowers the amount of traffic your ad produces significantly, which works great for your budget. An exact match produces such extremely targeted traffic that has the highest chance of converting. A reason for this is that users are looking for the exact term related to the product you’re offering.

You might want to start bidding on exact match keywords if your advertising budget is tight. Using exact match keywords can give you a better revenue on your ad budget. 

However, there are also some downsides to going with exact match keywords. The first downside is that you’re going to have fewer opportunities to be able to serve and add up to your potential audience. Other disadvantages are the low volume and that you’re going to need to have different ads. 

Sometimes, there may be a mismatch between the message and what the search was searching for, which could hurt you and require more work. The compromise solution to that is using dynamic ad units, which Google rolled out a while ago, that can potentially help solve that problem for you.   

Keywords improve SEO

Phrase Match Keywords 

As the name implies, phrase match ensures that you can include a particular phrase in the query. So, let’s say the searcher was doing a question to find the best job posting services in Illinois. That’s the query that the user entered. So, if you set up a phrase match of “job posting service,“ then any search query that includes the exact phrase of job posting service will fire your advertisement. 

The advantages of using phrase match are that: 

  • You get tighter targeting.
  • You exclude a lot of what you would perceive to be garbage queries.

But at the same time, you don’t limit your search volume as much as you would under mapped exact match phrases. So, many times, phrase match can be a happy medium for SEO success

For phrase match to be successful, you need to overlay – terms on the ad group for on at the pain level to ensure that the other portions of the query that the user enters don’t go against your objectives. So a phrase match is meant to be the happy medium between an exact match and a broad match.

Broad Match Keywords

This match type is called broad because it matches your ad with a wide variety of other keyword searches that are similar to yours, which helps you reach a wider audience. An example would be the term “job.“ If that were set to broad match, Google would serve up any queries, including variance of job.

The problem with broad match is that you have your ads served on too many garbage search queries. So what ends up happening is that you spend a lot of money on targeted traffic, and your message will not be on target. On the contrary, you may show up on specific keyword phrases, which harm your brand. 

A positive aspect of a broad match is that it’s an excellent opportunity to get a large number of impressions on your advertisement in a brief period. In addition, broad match phrases sometimes will come in at a much lower cost per click because of their general nature. 

The other benefit is that you can still apply geo-targeting or geographic targeting to the term, further narrowing down who you’re going after, and giving you more control.  

Tips in using exact, phrase, and broad match keywords

The best approach you can do is to use phrase match for most of your keywords with an extensive and well-built term list. 

For those areas that are highly competitive and expensive, where the conversion rate is of critical importance it’s better to use exact match phrases.  

Using broad match keyword phrases should never be applied within a pay-per-click program within Google AdWords. It’s a recipe for disaster.

It is essential to choose the right keyword match type during the PPC planning process. 

In Summary

Google is an excellent platform where you can offer your products. And as Google focuses on keywords to show your ads, Google Ads is a perfect option to make your business grow. 

Deciding on which keyword type to choose when starting your ad campaign for the first time may be difficult. But the good thing is that after some period of testing, you will see what works and what doesn’t for you. Continue experimenting to get a mixture of keyword match types that are convenient for you. 

As a managed service provider, Tempesta Media can take over your paid campaign. Our experienced team can develop a new campaign for you or optimize existing one as a part of your overall digital marketing strategy. Visit our managed services page or contact us to learn more.

5 Steps to Drive More Customers Through Your LinkedIn Content Strategy

Is bothering with a LinkedIn content strategy even worth it? There are plenty of more popular social media platforms like Facebook, Instagram, and Twitter, and they work well for a lot of companies!

Well, let’s look at the numbers presented to us by Linked to Authority:

• 51% of companies get B2C clients from LinkedIn.

• 64% of corporate website visits are generated through LinkedIn.

• 50% of experts tend to buy products from companies that have a LinkedIn page.

So, don’t waste an opportunity to attract new customers!

Step 1: Analyze your audience

First, create a portrait of your client. It must consist of two elements: demographics and pain points.

There are plenty of questions you should consider while identifying a client’s demographics: age, gender, location, average income, family status, etc. That information will help you personalize your content and make it more appealing to your customers.

Next, seek the pain points. Imagine yourself in your client’s shoes and try to understand what is bothering them. Researching their main interests, values, and beliefs can help you with that.

Here are some #TempestaTips on how to find your audience’s main interests:

1. Turn your virtual private network to a region where your target audience is located.

2. Try searching for your audience’s main interests.

3. Write down the top 10 suggestions from the search engine.

Every post must be targeted at the client you create.

Step 2: Create a content plan

Before designing a content plan, you need to understand your position in the marketing funnel. This will help you choose your LinkedIn content plan objective. Let’s take a look at the three main marketing funnel phases:

No sales

If you don’t have any sales yet, you need to raise brand awareness and build demand for your product. Post about your product’s unique features and introduce potential customers to your brand.

Let’s pretend you are opening an English language school with an innovative teaching method. Tell everyone about how your teaching method is different from the others. Tell them why they didn’t succeed in other courses. Write about all the issues of learning new words, understanding grammar, recognizing pronunciation, etc.

A few sales

At this phase, you have a strong audience on LinkedIn and a few real customers. Now you need to add two other types of content: product offers and customer experiences.

By product offers, we just mean reminders to your customers. “Our English language school group starts November 25th, 2035. Apply now!”

And by customer experiences, we mean any successful cases from your clients.
“Our student Linda improved her English from A1 to B2 in six months!”

Stable sales

If you are at this point, some people have already bought your product, but you want to sell other products to them (or sell something again). In this case, your page needs to become a hub for your clients where they can list their achievements, talk, and consult with each other.

Your English language school students can share their experiences, take some tests, ask questions, and just discuss anything language-related.

Step 3: Create your LinkedIn content

There are a few principles from Mayer’s multimedia model that you need to remember when you are creating content:

The Coherence Principle

Exclude all unnecessary information. Read every sentence again (or look at the visual content) and ask yourself: Does 100% of this bring value?

The Signaling Principle

Help your reader focus on the main information (try to highlight it).

The Redundancy Principle

It is easier to understand information when we receive it in different forms. Add visual content to your post. Add audio narration to your video content.

The Segmenting Principle

Break your content into segments. We perceive information better when it is given to us in bite-sized chunks.

The Personalization Principle

Use simple language. We understand material faster when it is given to us in an informal language, rather than formal.

Step 4: Publish your content

You need a fixed schedule for your posts.

Do not post more than one post a day or less than three posts a week. HubSpot reported that your posts’ engagement significantly drops if you publish more than five posts a week.

According to the same HubSpot research, the best days to post are Tuesday, Wednesday, Thursday, and Friday (people are too busy on Mondays and prefer other social media platforms on the weekend).

The best time to post is 5 P.M. or later.

However, each audience has its own regime. After some time of experimenting with a posting schedule, you need to identify when your followers are in their most active phases and build a schedule according to this.

Last step: Improve

There are a lot of tools that can help you improve, analyze, and rebuild your content strategy in a way that will generate sales and create loyal customers.

If you want a group of experts to manage your content, contact Tempesta Media. We will offer the best opportunity to your business!