Ultimate Guide to Why You Need an Employee Advocacy Program

What is an employee advocacy program, and why does your business need it?

A business can’t survive without its employees, and an employee advocacy program helps ensure you have the best team. These programs offer incentives to your employees that help promote your brand. Aside from the obvious benefits, you’ll find that your employees are often more loyal and invested in your brand.

Advantages of an employee advocacy program

About 54% of employees are not engaged in the company where they work, meaning they’re unattached to what they’re doing. At the same time, companies with emotionally attached employees are 24% more profitable. When you allow employees to communicate what they love about your company, you instill a sense of responsibility to help your brand succeed.

Benefits of an employee advocacy program include:

  • Achieving business goals
  • Driving quality leads
  • Increasing social media reach
  • Building employee trust, and much more

Download the complete eGuide that will walk you through each detail of building your employee advocacy program:

How to start an employee advocacy program

Company morale can boost your business’ image and build your brand. When a brand keeps its employees engaged, the entire company benefits. It’s as simple as setting goals, creating a policy, and preparing your employees.

Once you’ve established these areas, you can plan your training. Identify your biggest champions to get the ball rolling. Friendly competition makes the program more fun. Make sure to let employees know there are rewards as well.

Before you launch your program, have some content prepared ahead of time. Remember to be flexible and keep it in good taste. If you don’t want to take time away from your in-house employees, you can always hire a managed content provider.

Launching your program

When you’re ready to launch, you’ll want to make sure you have an easy way to measure results. It’s important to measure the success of the program along with employee participation and compliance. Making adjustments is often needed and a great way to make sure the program is successful.

Bullseye Effect™ – a Digital Marketing Turnkey Solution Case Studies

Our case studies show how Bullseye Effect™ digital marketing managed service can drive a 600% increase in leads.

Having a strong marketing plan is important to any business, and hiring a digital marketing managed service provider (MSP) can relieve much of the stress. These case studies show how the right digital marketing MSP creates content that produces results.

MSPs and content marketing

One of the main areas of a digital marketing managed service provider is content marketing. This type of marketing requires knowledge of changing trends. Tempesta Media is known for keeping an audience engaged and the content SEO compliant.

Why Tempesta Media should be your digital marketing managed service provider

As digital marketing evolves, so do MSPs and their services. Many brands don’t have an in-house marketing team, which can add more work for employees. CEOs often ask employees to handle social media, email, blogs, and other similar tasks.

Tempesta Media transforms digital marketing for business, and these case studies prove it. We showcase results from seven clients in different industries. Some of the results include:

  • 600% increase in leads in 12 months
  • 186% increase in social media leads
  • 300% increase in blogs
  • 514% increase in website users
  • 4,960% increase in referrals
  • 1,346% increase in LinkedIn follows
  • 518% increase in backlinks

Download the case studies to see how Tempesta Media can help your business:

How to choose the right MSP marketing services

MSP marketing services are great for both small and medium companies since most can’t afford an in-house marketing team. Tempesta Media takes these MSP services to a higher level with our Bullseye Effect solution.

These case studies highlight a proven track record backed by results. Our reviews, service, and referrals show just how many clients trust our services.

Tempesta Media’s Prova™ Assessment Is A Digital Marketing Game-Changer For B2B Businesses

Increase revenue and optimize your digital marketing with Prova’s comprehensive, insight-driven analysis.

MICHIGAN CITY, IN, December 5, 2022 – Tempesta Media, a leading performance-based provider of digital marketing solutions that drives business revenue, has developed a unique digital marketing assessment service called Prova. Prova is a detailed, actionable analysis of current marketing programs designed to spur growth and increase revenue.


Prova analyzes more than 90 elements of digital marketing programs to gain a deep understanding of their performance. It gives unmatched visibility into digital programs in about two weeks and assesses all key marketing areas, including: 

  • Content marketing performance. Content is carefully measured to identify and resolve gaps in current programs.
  • SEO performance. SEO is analyzed to identify best practices and tactics to boost performance and improve results.
  • Competitive insights. Prova evaluates competitors’ marketing to find gaps that reveal unrealized advantages.
  • Social media presence. Social media channels and content are assessed and optimized to drive engagement and awareness.


Prova is a new and intelligent approach to digital marketing assessments, providing ROI-driven insights and optimization recommendations into current program performance. No other marketing assessment is as comprehensive, detailed, or valuable.

It measures the strengths and weaknesses in marketing, creating a roadmap to improve results. Prova also spots gaps and finds missed opportunities, resulting in marketing programs that leave competitors behind.

In the process, Prova helps pursue content marketing that drives engagement, lead conversions, and revenue. It improves marketing across all platforms with the underlying goal of exceeding business objectives.

Prova assessment results can provide the basis for our Bullseye Effect– managed solution. It combines content and influencer marketing with social media to deliver better ROI and lead generation.


Choose to implement Bullseye Effect after completing Prova and receive a credit toward the $2,500 fee in the first month of the program. To learn more, please visit https://www.tempestamedia.com/managed-service/.


Created in 2011, Tempesta Media is a leading performance-based provider of digital marketing solutions that drive business revenue. Our managed service combines cutting-edge technology with our expertise and industry knowledge to drive leads and revenue for B2B companies. We serve B2B businesses across the U.S. Contact us at Sales@TempestaMedia.com.

A CMO’s Guide for Better Content, Social and Influencer Marketing Teams

Learn how to create better social and influencer marketing teams with better content.

This eBook is the ultimate guide to creating a top-notch marketing team while building content that produces results. Content creation is more important than ever, but not all content ranks the same. Get insight into the types of content that will work best for your business and inspire your marketing team to create with purpose.

Improve your marketing team’s performance

Did you know your marketing team can quickly improve its content just by having the right plan? In this eBook, you’ll see how to improve each stage of your content production cycle. You’ll learn how to see growth, higher ROI, and lower costs in your campaigns.

You can greatly improve your marketing program simply by leaving the strategy and content to third-party vendors like Tempesta Media.

Learn from our expert marketing team

Specialists from Tempesta Media offer tips on how they create effective campaigns, including:

  • Program strategy
  • Objectives and action
  • Metrics and tech tools
  • The right marketing team
  • Workflow and reporting
  • Optimizing and audits
  • Third-party resource options

This eBook will cover the latest marketing trends, and guide you on how to use them to your advantage. It will explain how to make your content marketing accountable and see trackable results. The marketing experts behind this guide have over a decade of experience in various industries and are ranked in the top 3% of marketing specialists.

Download the eBook today to get your marketing team on the road to better productivity using the recommendations from the marketing experts behind this guide have over a decade of experience.

Tempesta Media’s Bullseye Effect™ Makes Content Marketing Accountable

The company’s managed service solution, Bullseye Effect, holistically leverages content, social, and influencer marketing channels to drive more leads and revenue.

MICHIGAN CITY, IN, September 12, 2022 – Tempesta Media, the performance-based content marketing solutions company, has released v2 of its managed solution, Bullseye Effect. Bullseye is a managed solution that combines a sophisticated technology platform, deep analytics, and strategy components to predictably drive incremental revenue for B2B companies.


Tempesta Media’s Bullseye Effect™ now has over 30 modules, including: 

  • Prova™ – a comprehensive digital marketing analysis that assesses over 90 different areas of a company’s digital marketing program. 
  • Simple Social Share™ – leverages customer employees and stakeholders to amplify content marketing performance.
  • Vetted subject matter expert network – with over 27,000 vetted US industry experts, companies can secure experts from their industry for their content marketing programs.
  • Distributed publishing – whether a company’s website, social media profiles or other channels, Tempesta Media’s advanced publishing module makes it easy to distribute content.


Because of its breadth and depth, Bullseye Effect is customizable to each company’s specific program objectives and KPIs.  

In addition, Bullseye Effect can eliminate the expense of hiring, training, and supporting an internal, dedicated content, social, and influencer marketing team.

“It took me a while to decide to use Tempesta Media,” commented James Ashford, Oklahoma & Arkansas Sales Director at Vision Care Direct. “Tempesta Media is one of the best services we contract out. Their content, ease of business, and staff’s patience are top-notch. We have continued to add other Bullseye Effect components as they have earned our trust. I recommend them to any business.”

By tightly integrating content marketing, social media, and influencer marketing capabilities into one seamless solution, Tempesta Media can uncover unique insights, reduce operational costs, and drive predictable, superior performance for its customers.

“It’s great to have customers rave about their Bullseye Effect results,” commented Michael Marchese, CEO of Tempesta Media. “For too long, content marketing has been viewed as nothing more than a vehicle to drive awareness. Bullseye Effect proves that it can drive real, tangible results.” 


Bullseye Effect is now generally available to mid-sized B2B companies within the US.  To learn more, please visit www.TempestaMedia.com.


Created in 2011, Tempesta Media is a leading performance-based provider of digital marketing solutions that drives business revenue. Our managed service combines cutting-edge technology with our expertise and industry knowledge to drive leads and revenue for B2B companies. We serve B2B businesses across the US. Contact us at Sales@TempestaMedia.com.

Finding a Path Forward Post-COVID. Part 1: Understanding the New Marketing Environment

COVID-19 resulted in a sustained period of disruption. Many businesses adapted by accelerating their digital transformation efforts, an approach that ushered significant changes in marketing post-COVID.

What does the buying journey look like in a post-COVID world? Between social distancing, closures, and a growing number of customers expecting a convenient omnichannel experience, more marketers are moving offline processes and campaigns to a digital environment.

This digital-first approach isn’t a new trend. Businesses have been focusing on digital transformation for years, but digital marketing post-pandemic comes with its unique share of challenges, including heightened competition and higher costs.

This four-part series will discuss the changes and new challenges CMOs are facing and explore some solutions.

COVID-19 as a force for change

Before we delve into digital marketing post-COVID, it’s important to understand how COVID-19 created change for organizations.

Some businesses had to change out of necessity. Established processes that involved in-person interactions became impractical, and many teams had to adapt to fluctuating demand.

Two years later, some significant challenges still force businesses to change. Close to 80% of small business owners feel that the economy has been getting worse recently. Inflation, supply chain issues, and labour challenges are emerging as the long-term economic effects of COVID-19 and creating a particularly challenging environment for businesses.

Some businesses also embraced change because they saw new opportunities during the pandemic. Moving some processes online helped organizations find a new way of doing things. Some adopted more flexible processes, while others discovered new niches.

The current trend is to transition toward a data-driven model. For organizations ready to embrace this model, there is a strong need for products and services adapted to remote or hybrid processes as well as a buying experience that supports data-driven decisions.

digital journey

An increasingly digital buying journey

Digital transformation has been shaping growth for decades, but it’s been accelerating at a fast pace, with more businesses adopting remote work, automation, and data-driven processes. Plus, technologies like AI or low-code platforms are providing businesses with a sound foundation to accelerate their digital transformation.

It’s no surprise that the buying journey is increasingly happening online. In 2020, eCommerce grew by 27%. Growth has continued, and eCommerce now represents 22% of all retail sales. Experts believe eCommerce sales will exceed $7.3 billion by 2025.

This phenomenon goes beyond consumer products. The B2B buying journey is also moving to a digital-first environment.

Some organizations that already relied on digital channels strengthened their online presence with new post-COVID marketing strategies, while others shifted entire processes online. A striking example is a video-conferencing market, which is currently growing at a CAGR of 9.5%.

As the buying journey continues to move to a digital-first model, we’re also seeing buyers prefer a self-directed experience. They expect an omnichannel environment, and more organizations are investing in websites or apps to support buyers through the different stages of their journey.

Online experiences are quickly becoming the new normal, with 65% of B2B companies offering eCommerce. Digital channels are also outperforming in-person sales.

And, with buyers becoming more comfortable with digital channels, they’re increasing their budget for online purchases. In 2022, 75% of buyers are willing to spend over $50,000 through online sales channels, and a record-breaking 35% are ready to spend more than $500,000.

digital marketing

What does marketing post-COVID look like?

Between rising costs and new challenges linked to operating in a digital environment, many CMOs are seeing their profit margins shrink. Successful marketing campaigns are more important than ever due to the prevalence of online buying journeys and require a strategic approach.

Higher costs

Higher costs are one of the defining trends of digital marketing post-pandemic. Inflation has been wreaking havoc on businesses’ balance sheets lately, but there are deeper issues at play.

Many organizations switched to digital channels during the pandemic with little warning. The social media market alone is currently expanding at an impressive CAGR of over 39%.

The marketing industry wasn’t prepared to absorb marketing dollars from offline budgets. Costs went up to curb this sudden increase in demands.

Having more businesses develop their digital presence also results in heightened competition. It’s an issue for newcomers to the digital space who need to make significant investments to grow their presence and establish awareness of what they offer. Achieving marketing goals now requires a more significant investment of time and resources due to the increased competition.

Pay-per-click ads are an example of this trend. Marketers now need to spend more to target popular keywords on platforms like Google Ads or Facebook Ads. They can still expect an ROI of $2 for every dollar spent on average, but keywords can cost an average of $58 to target for industries like business services.

Plus, the growing complexity of the digital environment and the heightened expectations of customers mean marketers need to branch out. For instance, PPC costs are going up due to competition, but many CMOs are increasing their budget to account for video searches, and voice searches, or even targeting additional search engines like Facebook, which is currently getting 20 billion search engine visitors each month.

Anticipating future trends

While PPC ads are a good example of this trend, there are other channels driving costs for marketing campaigns.

Now that all the major browsers are moving away from third-party cookies, many businesses need a new approach. Retargeting strategies are no longer viable, and there is a need to invest in first-party data and content creation.

Plus, the shift to a 5G network will likely have an impact on consumer behaviours. Businesses will have to adapt by focusing on mobile experiences that facilitate the buying journey.

And, as more marketers continue to embrace a digital-first approach, competition will make it difficult to stand out unless a brand uses personalization. A winning personalization strategy requires investments in data and other solutions.


Finding a path forward

Spending more on ads and other digital channels results in a lower ROI. It also increases the average cost of acquiring a new customer, which is why customer care is now a top priority to increase retention.

Finding a path forward is challenging for many organizations due to the current economic downturn. Many businesses have at best a reduced budget and are at worst struggling. Inflation is a problem for 34% of small businesses, and, with a third of businesses ceasing operations during the pandemic, many organizations didn’t have a chance to recover fully.

Businesses are at a turning point, and the current rates of inflation and economic downturn suggest this situation will last. Organizations that don’t find a path forward to achieve growth are likely to fail.

From a marketing point of view, the way forward is a strategic approach with a pivot toward digital marketing while prioritizing cost-effective solutions and yielding results.

Grow with a managed service solution

What are managed services? Instead of handling marketing in-house, you can partner with a managed service provider and work with a team of experts. Besides developing and publishing content, these experts can help with on and off-page SEO, email marketing, social media, and more.

With Performics, Tempesta Media offers a proven approach to managed content marketing. It’s a turnkey solution that includes thoroughly assessing your marketing program, content development services, publication on different channels (including social media), influencer marketing, SEO, email marketing, and more. Plus, ongoing optimization ensures that your ROI increases over time to get the most out of this service.

Stay tuned for part two in our series on finding a path forward post-COVID, where we’ll discuss challenges linked to inflation and a stagnating market. In the meantime, get in touch with us to learn more about our managed service solution.

Why Business Services Need Managed Services Marketing

Managed services marketing providers can help business service vendors achieve cost savings and access the latest marketing innovations and technologies.

Many business service vendors are familiar with managed service providers (MSPs). For years, they have used them to meet IT needs. But MSPs can be useful for core business functions that go beyond just technology. That’s why so many business services companies are exploring the benefits of managed services marketing.

ROI and cost savings

It doesn’t matter how big or small your business services company is or how many years you have been open. All companies run their operations with the goal of achieving the best ROI for the money they spend.

The largest expense on the balance sheet of most organizations is labor. It can account for as much as 70% of total business costs when you factor in salaries, benefits, taxes, and other expenses. Companies that want to achieve better ROI and cut down on labor costs must find ways to limit the number of full- and part-time hires on their payroll.

Most business services companies only ever consider two rather limited options:

  • Hire more internal employees and build an in-house marketing team. But as marketing expands to encompass more specialized skills, it gets harder to keep costs down and still get the experience you need.
  • Hire a marketing agency. Most traditional marketing and advertising agencies charge high fees and you lose some control. They may also only have a limited understanding of what you do as a business services provider. This makes it hard to target the right audiences with the right messaging.

Managed services marketing is a middle ground. These services can augment your existing marketing team. You won’t need to hire an expensive agency or more employees. The end result is a better ROI for your limited marketing budget and better marketing services.

Access to newer technologies

Marketing MSPs can also help your company access the latest technologies in digital and content marketing. As a business services company, you have to be able to leverage the latest technology and innovations to both keep up with competitors and appeal to the changing needs of your customers (who are also adapting to new tech).

Fortunately, MSPs have invested in tools for creating and publishing exceptional content. This gives you more precise targeting in marketing and advertising efforts. With the right managed services marketing providers, business services get access to:

  • Robust content management and reliable production of new materials.
  • Optimization for targeted B2B customer profiles with unique takes on each.
  • Marketing project management tools and related CRM integrations.
  • Accurate B2B reports and data analysis on all campaign segments.

It would be costly for business services to invest in marketing technologies that aren’t part of their core business. Managed services marketing still allows you to take advantage of the latest technological trends. Moreover, it helps you save on set-up and ongoing costs.


Expertise in marketing

Finally, marketing MSPs give business services companies access to a larger pool of expertise. There are more than 10 different specialty areas of marketing today. If you plan to do all your marketing internally, you will need to hire in some or all of these areas in order to target all of your customers’ preferred platforms and unique needs:

  • Market research.
  • Content marketing.
  • Search engine marketing (SEM).
  • Social media marketing.
  • Influencer marketing.
  • Product marketing.
  • Event marketing.
  • Video marketing.
  • Direct marketing/advertising.
  • Public relations and communications.

And these are just the broad areas to cover — within digital marketing or content marketing, there are dozens of subspecialties. Hiring a marketing generalist doesn’t help with in-depth experience and specialized skill sets. It’s harder to run your campaigns without the right talent and skills.

A managed services marketing partner can connect you with talented professionals experienced in the business services industry. You won’t need to hire more internal marketing staff. Successful MSPs work in conjunction with existing marketing team members to supplement the work you’re already doing. This allows your team to focus on strategic initiatives that help your business grow.

The bottom line for business services marketing

Whether you’re a small business services provider with no marketing team or you have a team that could use some help, MSPs provide you with the expertise and technology to build effective marketing campaigns. Plus, it can save you money and offer a better return on investment than hiring additional employees.

Find out more about Tempesta Media’s MSP solutions and how much of a difference they can make for your business services company. And download our 100 mistakes e-book to discover common pitfalls companies can make in their programs so you can set yours on the best path forward.

Top Content Marketing Solutions for Scaling Business Services

Leveraging content marketing solutions can help you scale your online presence. Here are some strategies to explore to increase the outreach of your business services.

Business services need a strong online profile to connect with audiences. Decision-makers consume digital content before making any purchasing decisions, so being a part of that journey gives you a competitive advantage.

However, producing content and promoting it can be time-consuming. As you keep growing, the following content marketing solutions will become a necessity to help you scale your online presence.

Content marketing development

Content marketing development is all about strategic approach. The point is to turn content marketing into a process. It’s a key practice for publishing fresh content regularly, which helps SEO rankings and provides your audience with the best available information on any given topic.

Approaching content marketing as a process is the first step of scaling up. With the help of a partner, you can:

  • Put together a content strategy targeting your main style guide(s). Automate the production of outlines for blogs, social media, videos, and so on.
  • Use an editorial calendar. Your calendar helps you set topics in advance and follow a schedule.
  • Outsource writing, editing, and preparing content for publication. This allows you to focus on other tasks, and if needed, you can easily order more content to scale up.

You can get more value from your content marketing solutions if you have control over the variables involved.

Facebook like

Social media

Did you know that there are 63 million decision-makers on LinkedIn?

Social media is a powerful tool for connecting with B2B buyers. You can use it to establish your business services company as a thought leader. Moreover, shares can help you scale up by reaching out to a broader audience.

Content marketing solutions can help you produce content that will generate shares, clicks, and engagement. Besides, you can get help with growing an online community.

On-page SEO

On-page SEO helps you get more from existing content. You can scale up and get more traffic by optimizing new publications.

Content marketing solutions can help with on-page SEO optimization by:

  • Auditing your existing content and updating it to improve how it ranks.
  • Conducting keyword opportunity research to identify new trends.
  • Optimizing navigation to facilitate content discovery.
  • Crafting SEO-friendly titles, headers, tags, and more to tell search engines what your content is about.

Off-page SEO

Off-page SEO can bring more traffic to your site. It signals that you have quality content that deserves a spot among the top search results.

Content marketing solutions can develop inbound link campaigns. The goal is to get more relevant pages to link to you. Quality content will result in more inbound links, but you can also use guest posts. In addition, business services get a fast track to scaling from free PR provided by republished articles – anything from interview requests to direct client referrals.

Email marketing

Email marketing is a crucial channel for business services. In fact, 87% of B2B marketers use email for nurturing leads.

The B2B journey tends to be longer and more complex, and email tends to hold attention for longer. It’s direct and personal, often providing specific information that is relevant to the receiver.

Besides connecting with new prospects, you can use emails to boost repeat sales from existing clients. A managed services provider can help run your email campaigns and get better results.

Influencer marketing

Scale your online presence by working with B2B influencers. These partnerships can increase awareness for your business and give you more credibility. Some influencers have quite considerable followings among entrepreneurs and decision-makers, giving you access to new growth opportunities.

However, finding the right partners in your specific business services niche can be challenging. Choose content marketing solutions that can connect you to the right influencers for your goals.

Final thoughts on content marketing solutions

It’s possible to scale up your online presence by leveraging the right solutions. Look for a provider with a holistic approach to combine content marketing, SEO, social media, and other strategies.

Tempesta Media is a managed services provider that can help with content development, SEO, and the other areas mentioned above. Get in touch with us to learn more, or download our 100 mistakes e-book to learn more about how to develop an efficient content marketing program.

Google Algorithm Update 2021 – Guide for Business Services Companies

Google will release an algorithm update in May 2021 to add Page Experience as a ranking factor. Business services companies can prepare for this Google algorithm update 2021 by reviewing their SEO best practices.

Google is about to implement a major change to its algorithm. The search engine will release an update in May to introduce a new factor called Page Experience. Is this Google algorithm update 2021 going to change your rankings? Business services companies can continue to rank high for relevant searches by preparing for this change.

What are the main components of this algorithm update?

Google currently uses an algorithm that looks at hundreds of factors when determining which web pages to show first, and Page Experience will soon be one of the hundreds.

Google launched its Web Vitals tool to help you measure Page Experience. This tool looks at three of the parameters that make up your Page Experience score:

  • Does your website load quickly?
  • Is there a fast response when users click on an element?
  • Are there unexpected movements of your page content?

Page Experience includes other factors, like:

  • Is your website mobile-friendly?
  • Do you offer a safe browsing experience?
  • Does your site use the HTTPS protocol?
  • Do users have to close intrusive interstitials?

Google has revealed that Page Experience is a factor that can make a difference when comparing pages that are equally relevant for a query.

marketing idea

How business services companies can prepare for the Google algorithm update 2021

Don’t let this new update set you back. You still have plenty of time to fix Page Experience issues before Google rolls out this algorithm change.

Improve website health for a better Page Experience

Because safe browsing is one of the criteria Google will look at to assess Page Experience, a website with hacked pages, malware, and other issues will get a low safe browsing score.

For instance, a weak, broken, or outdated authentication system can put your clients at risk for account takeover. Attackers can inject malicious scripts that launch attacks when a user visits the compromised webpage.

Thus, safe browsing is crucial for business services companies – you need to come across as trustworthy and reliable. Start from offering a safe website. You can use Google’s Security Issues report to check for problematic pages and improve your website health.

Showcase your expertise with quality content

Remember that Page Experience will only come into play when comparing pages with similar quality and relevancy. So, although the Google algorithm update 2021 is adding a new factor, quality content will continue to remain one of the determining factors for your rankings.

Business service leaders can position themselves as thought leaders by creating niche content that supports B2B buyers in their journey. Focusing on thought leadership allows you to develop the kind of sophisticated content that brings value to your audience while crafting a professional image for your brand.

Showcasing your expertise through quality content will help you move from a push to a pull strategy. Instead of pushing your products, your content will pull the right audience in with valuable information that reflects the concerns B2B buyers have in the current stage of their journey.

Optimize your business services website with these SEO strategies

Audit your existing content to look for ways to optimize it. You should also review your best SEO practices for the content you develop in the future.

Here are different SEO strategies you can use to prepare for the Google algorithm update 2021.

Create a keyword sitemap

A keyword sitemap is a document that assigns a target keyword to each page. It helps you create a logical structure for a better navigation experience. Also, it allows you to use more relevant keywords in your URLs.

Look at how keywords are connected to create keyword clusters. For instance, let’s say you offer training services to businesses. One of your products is a customer service training program.

Some users will look for the service you offer with a keyword like “customer service training.” Others will use different wording, like “customer satisfaction training.” You might even see more precise searches for “customer service training online class” or users who are looking for a solution with a search like “how to increase customer satisfaction index.”

Instead of creating four different pieces that could end up competing against each other, consolidate all these keywords into a cluster and develop a long-form guide that goes over the benefits of your program while explaining how it works.

Developing longer articles based on keyword clusters will pay off. Indeed, articles over 3,000 words get three times more traffic, four times more shares, and 3.5 times more backlinks compared to shorter pieces.

5 Mistakes in Content Marketing for Small Businesses That Sink SEO Programs Why Have the Trends in SEO and Readability Changed

Focus on local SEO

With 46% of Google searches asking for local information, you need to reach out to local B2B buyers with the following strategies:

  • Optimize your Google My Business listing.
  • Use social media to get traffic from local users.
  • Participate in local business events for online mentions and backlinks.
  • Add location-specific keywords to your content.

Identify long-tail keywords

The B2B buyer journey is becoming longer and more complex. A Gartner study found that 77% of B2B buyers considered their latest purchase to be very complex.

Users are more likely to issue very specific queries that are more sophisticated as they progress in this journey. Long-tail keywords allow you to capture these searches and target users with a precise intent.

Consider the frequency of long-tail keywords, the level of competition, and their relevancy to identify content creation opportunities.

For instance, “IT support” is a short-tail keyword that leads to broad results. B2B buyers will likely refine their search with long-tail keywords like “IT support cost comparison,” “why should I outsource IT support,” or “what to look for in an IT support provider.”

Optimize page content and metadata

You can boost your rankings by auditing existing pages and following a few simple strategies to optimize them. Proper optimization will give you a competitive edge and help you target the right B2B users by indicating what your content is about.

Here’s how you can optimize page content and metadata to prepare your business for the Google algorithm update 2021:

  • Create descriptive page titles with keywords.
  • Keep your URLs short and descriptive.
  • Add title tags with keywords.
  • Write compelling meta descriptions that will increase clicks.
  • Use alt tags to describe your images.
  • Break up your content with headings that use supporting keywords.
  • Keep the keyword density natural in your copy.

Nurture your network of backlinks

B2B marketers who have blogs get 67% more leads than those who don’t. So, nurturing a network of backlinks for your blog is perhaps the most important thing business services should focus on, with guest posting and other strategies that get your content more visible.

Developing strong partnerships will drive traffic to your site from qualified leads and contribute to establishing your business as a thought leader.

We recommend seeking the following opportunities to nurture your network of backlinks:

  • Launch a backlink campaign to get more links to your content.
  • Publish quality content that brings new ideas to the table.
  • Invest in market research so other sites can link to your statistics.
  • Participate in local events to get backlinks from local news sources and organizations.
  • Identify key professional publications for your niche and write for them.
  • Target news publications with content that discusses the latest trends in your niche.
  • Partner with influencers to build links on social media.
  • Leverage your professional network to exchange backlinks with your connections.
  • Partner with popular business podcasts or YouTube channels to explore other formats and get backlinks.
  • Use analytics to identify your most valuable backlinks and look for ways to get similar ones.

Final thoughts on the Google algorithm update 2021

Business services companies should prepare for the upcoming Google algorithm change. Things like website health and quality content are important, and you can maintain or improve your rankings with proper optimization.

Tempesta Media is a managed services provider that focuses on performance. We have experience with business services companies and can help you prepare for this Google algorithm update 2021. Get in touch with us to learn more!

And while you’re at it, download our e-book on 100 mistakes companies make in their content marketing programs to further optimize your strategies.

How Can Insurance Brokers Adapt Their Content Marketing Programs to a Post-COVID-19 World?

Post-COVID-19, insurance brokers face a content marketing environment with new challenges like a higher claims volume, high rates of policy cancellations, and customers with new concerns and priorities.

Insurance agents have been affected by COVID-19, just like their customers. Thus, brokers need ways to address new expectations and help their customer base navigate a slew of new challenges. Here’s how content marketing can become a powerful tool to create connections and make your business more resilient.

How is the post-COVID-19 world expected to change for insurance companies?

Brokers face major headwinds:

  1. Major portions of the U.S. economy have been shut down (with another lockdown expected in the winter of 2020-2021). Additionally, a significant number of small businesses have either temporarily or permanently closed. As a result, they are either reducing or canceling their insurance policies, which is reducing premium revenue for brokers and commissions.
  2. Brokers are running into difficulty with their offline marketing programs. Those programs are not as effective as they were before COVID-19, and it’s making many brokers scramble.

What unique challenges do agents face?

Brokers are also facing some specific challenges. Prior to COVID-19, they traditionally relied on word-of-mouth marketing, personal networking, event attendance and direct mail for most of their customer acquisition marketing or policyholder upsell programs. But many of those options have been impaired or completely put on hold.

This poses a difficulty: How can you attract new policyholders and expand the existing customer base? The solution is digital marketing.

However, for many in the industry, digital marketing is new territory. It’s not that these brokers don’t have social media accounts or websites. They do. Where they’re having trouble is with leveraging these resources in a manner that consistently drives engagement, leads and revenue.

Just as insurance requires deep, specialized skills and experience, so does launching, optimizing and scaling content, as well as running social media and influencer marketing programs. The bottom line is that most brokers don’t have these capabilities in house. So, they’re struggling to take advantage of their marketing channels.

However, if brokers can’t push into these new areas, they will be forced to over-rely on their existing impaired programs. The result is higher costs and stagnation in policyholder acquisition.

worst fears

What are insurance agents’ worst fears?

Unfortunately, higher policyholder acquisition costs are only half of the problem. Brokers are also rapidly losing commercial customers because many companies are, indeed, going out of business.

As these businesses shut down, their policies get canceled. If you have a significant amount of policyholder churn and not enough new customer acquisition, you risk going out of business too.

To put it simply, your risks align very closely with how the overall economy performs. If you haven’t transitioned to digital, you’ll see little new business coming in and an increasing amount of churn — a recipe for failure.

Turn the tide: Implement an action plan now

Take a moment here, step back and understand something crucial: The world has changed permanently. While the economy will eventually bounce back over the long haul, customers are canceling in droves right now. So, to be proactive and best prepare yourself for success in this new landscape, take a look at these strategies.

New questions and priorities

Customers are asking new questions about their policy and wondering whether their coverage is an expense they can justify and whether it still fits their new situation.
At a time when every dollar counts, there is more scrutiny that goes into picking a new policy. Some customers might consider new products like life, health, event cancellation and business disruption insurance. Others may reevaluate perks and find new value in things like telehealth coverage.

How to address these new priorities

Pivot your messaging to reflect these new concerns and emphasize value. Your content marketing campaign should feature new products and perks your customer base could benefit from during the pandemic. As an agent, you are uniquely positioned to help people find the best fit for their budget. It’s something you could emphasize in your content.

Start by researching your audience to understand how COVID-19 is impacting them. Also identify their top priorities and pain points. You can then create an editorial calendar to address new topics and update existing content to stay organized and prepared.

Example: State Farm and the emphasis on value

State Farm recently updated its homepage to adopt a message that is primarily about value. Customers can now use an interactive tool to get a quote. The quote request is next to copy about “surprisingly great rates,” a message that anticipates a rebuttal about cost concerns.

If you keep scrolling, you will find more concrete information about savings in terms of percentages. This focus on value helps users make a decision when shopping for a policy on a budget.

A digital-first experience

Many insurance brokers rely on traditional marketing methods like word-of-mouth marketing or networking to find new customers and upsell. COVID-19 has disrupted these traditional channels and calls for a digital-first experience.

Brokers should prepare for an increase in claim volumes and customers who might seek assistance via digital channels. Specialty lines of insurance, including travel, short-term disability, event cancellation and business interruption, are expected to see high volumes of claims.

Your website is your company’s digital foundation. From it, you can then build your company’s online presence.

Rethink your digital presence

Here are some strategies you can use to adapt your marketing program to the digital landscape:

1. Assess your current online presence

Is your current online presence adapted to a digital-first approach? Making your website more professional help your audience feel more comfortable with your capabilities and relevance.

Additionally, review the different channels you have been using to connect with your audience. Ask yourself how switching to a digital-first communication strategy changes which channels your audience will prefer using, as well as what kind of content prospects and existing customers will expect to find on each channel you use.

2. Identify new channels

You can extend your online presence by identifying new channels. Determine new platforms to use to reach out to prospects and make content easier to access for existing customers. This could include joining new social media platforms like LinkedIn for B2B marketing or Facebook and Twitter for retail and commercial policies.

Making your content mobile-friendly can also help you deliver a better experience for smartphone users who research insurance-related matters on the go.

3. Focus on nurturing leads and relationships with existing customers

An insurance policy isn’t something a customer buys on an impulse. You can use different methods, including social media and email series, to stay in touch with leads and turn them into customers.

The key is to keep delivering content that reflects current concerns and pain points. Periodic emails and social media posts with messaging centered around value and relevant perks in a post-COVID-19 world will feel especially helpful.

However, remember that nurturing shouldn’t be limited to prospects. You can use these strategies to nurture relationships with existing customers as well. Focus on content that educates them on their current policy and informs them about other products they could benefit from.

4. Rethink your sales funnel

Find a way to capture new leads on your website. This means gated content.
As the name implies, gated content provides something of value, like an e-guide, e-book or other information, in exchange for personally identifiable information (PII). Examples of PII are names, phone numbers and email addresses.

Gated content gives insurance brokers like you the ability to convert website visitors into leads. When you couple this approach with a lead nurturing program, those leads can quickly become new policyholders.

A digital-first approach means you need to capture leads, upsell or renew policies with online forms. Use strong calls to action to encourage people to use these forms, and expand your content campaign to include new formats like e-books and webinars so that you can offer something valuable in exchange for PII.

5. Measure your results with content analytics for insurance agents marketing

Use content analytics to measure how well you meet your audience’s new expectations, identify new bottlenecks, and get a better idea of the topics and content formats your audience is most interested in.

Example: Social media nurturing with Farmer’s Insurance

The Facebook profile for Farmer’s Insurance contains messaging that informs people about policy perks. Also, they display inspiring posts about the company’s philanthropic efforts. Facebook users will also find content about challenges linked to COVID-19.

This social media campaign uses relatable messages about the pandemic without letting this topic dominate the conversation. Posts about policy perks always include a link and call to action to help users progress in their journey to learn more about the policies offered.


The effect of COVID-19 isn’t uniform across the insurance industry. Thus, it’s crucial for insurance brokers to carefully assess how the pandemic is affecting their customer base to develop a resilience strategy.

Diversifying your customer base can protect you if one of the industries or customer profiles you typically work with is severely affected by the pandemic (or some other disaster in the future). Diversification options include developing a B2C marketing campaign if you mostly sell insurance to individuals or working with a wider range of industries or business sizes.

How to use content marketing to diversify your customer base

The following strategies will help you build a diverse customer base for a more resilient business.

well-defined voice1. Adopt a consistent voice

Now is the perfect time to reflect on your branding and the tone that you feel is most representative of who you are. A well-defined voice will help you remain consistent as you publish content on different channels and reach out to different niches.

2. Look for partnerships

For B2B content, partner with experts in the niches you want to target. There are plenty of opportunities to develop content about how an industry is adapting to a post-COVID-19 world through interviews or guest posts.

3. Find alternatives to word-of-mouth marketing

One of the downsides of switching to a digital-first approach is that you can no longer rely on word-of-mouth marketing for client acquisition.

You can solidify your presence in new niches and keep acquiring new customers in existing niches by using alternatives like shareable content on social media or referral incentives. You should also keep an eye on reviews published on Google, business directories and social media. Managing your online reputation by making things right when a customer leaves a negative review or thanking the users who leave positive reviews can help with customer acquisition.

4. Segment your audience

The risk of diversifying your efforts to make your business more resilient is that your content might not feel relevant to all your prospects or existing customers.
You can remedy this problem by segmenting your audience. A logical way to do so is to have a group of prospects who have yet to purchase a policy and a second group of your existing customers. You can also segment your audience by industry, business size or needs.

Most importantly, structure your site to help visitors find content that is relevant to them. In addition, segment your email list to always send content that feels personalized.

Example: Willis Re and audience segmentation

Willis Re uses a simple and modern design to present its different services and help users find content that is relevant to their unique needs.

This Willis Re page uses text blocks with noticeable headers to describe different industries or pain points. The text blocks sum up challenges unique to each segment and connect these problems to the solutions offered.

In summary

While you must recognize that there are some very real threats to your insurance business, you can take steps to keep it running smoothly. You can take action and build a resilient business by replacing traditional marketing methods with a strong digital presence anchored in content.

In conclusion, focusing on content allows you to meet the needs of customers who are facing new challenges due to COVID-19 while also allowing you to deliver the best experience possible as you replace traditional marketing methods. Content marketing for insurance brokers can also unlock new possibilities in terms of customer acquisition and diversification.

Need help?

If you have a content program that you want to update, download our e-book 100 Mistakes Businesses Make When Starting, Optimizing and Scaling Content Marketing Programs. To learn more about how Tempesta Media can help you streamline your content creation process and deliver quality content at scale, contact us today.