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Content marketing writer’s block?

Content marketing writer’s Block? Don’t focus on content – focus on insight!

Stuck in your content marketing? Looking for content marketing ideas?

Don’t sit in a room brainstorming without data, instead, respond to user demand for content by approaching your brainstorming armed with data about the things your prospects want and need.

It’s an approach we call “demand-driven content marketing.” In other words, find a need or demand for content and then work quickly backward to fill the need.

When thinking about a prospect’s demand for information, it helps to understand the three types of web search inquiries:

  • Navigational or “I want to visit a specific website”
  • Informational or “I want to find something somewhere on any website”
  • Transactional or “I want to buy or do something specific”

As with all things, demand for a keyword or keyword phrase reduces the supply, which in turn, increases the costs associated with owning that keyword in both organic and paid search.

As Google’s army of brainiacs fine tunes search to make it more relevant for users, the onus is on marketers to fill the demand for relevancy by creating content that exactly satisfies the prospect’s need for information.

Let me give you an example.

Let’s say you own a dental practice that specializes in dental implants and your brain is weak from writing so much copy that you think your prospects want.  

For inspiration and insight, use StoryBase (https://www.storybase.com) to break out of writer’s block. Enter the term “dental implants” and quickly see a list of user search queries related to dental implants. After some deeper digging we found a high volume search query that used poor grammar – something we had never optimized for and something our competitors hadn’t found either.


Within a few short hours, we developed a content series optimized for poor grammar choices and published the content to the back pages of our client’s blog (and back-dated it so the poor grammar would not appear on the most recent content feed). By monitoring that search query over a few weeks, we were quickly able to capture new traffic and visitors that were previously missed.

This approach also works for mis-spellings in other industries – and even for transactional search queries. As you can see from the below, it seems a lot of people mis-spell HIPAA as HIPPA.

HIPPA compliancehttp://i1.wp.com/b2blabs.com/wp-content/uploads/2016/09/Hippa_Compliance... 300w, http://i1.wp.com/b2blabs.com/wp-content/uploads/2016/09/Hippa_Compliance... 768w" sizes="(max-width: 1024px) 100vw, 1024px" data-recalc-dims="1" />Using this insight, we developed a local search campaign with a FAQ series that answered these specific questions using the mis-spellings.

By using your insight and creative search strategies, it is relatively easy to find real opportunities for content marketing.

At the same time, don’t go overboard with misspellings as you may lose credibility with the majority of your visitors that can spell.  If you do decide to use misspelled keywords, use them in places where they will not be noticed, such as ALT tags or in sections of your site that contain user-generated comments. Of course, you can also use PPC campaigns because bid competition for misspelled terms will be low (or at least lower).

Aside from mis-spellings, there are other opportunities as well – you just need to look. Misspellings are just one piece of low-hanging fruit. This approach can be easily expanded.

Instead of building features and hoping customers will magically arrive, instead, ask customers what they value (and will give you money for) and then develop a product that fills the demand. Asking them doesn’t mean actually interviewing them. A far easier approach is to use Storybase.com and the insight your team possesses to find opportunities that are not being leveraged by your competition.

By responding to market demand, you learn customer’s’ needs through a process of keen observation and interpretation of their wants and needs. Leveraging this insight in content marketing leads to breakthrough content, improved lead generation (and thus, marketing) performance.

Responding to customer demands and competitive pressure can become a great source of market advantage. With demand side innovation, customers and prospects become a central element of product and service design. This process achieves breakthrough content in shorter content development cycles.

If you have writer’s block, don’t focus on content – focus on filling demand with quick and relevant wins and insight. Fill that demand with meaningful content that will speed the sales cycle and show measurable results.  



Ben Bradley is founder of Macon Raine – a B2B marketing automation, strategy, communications and digital support team that delivers expert, fractional skill-sets in marketing automation, lead generation, content development/promotion, SEO, PPC, and landing page optimization.  

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More Stories By Ben Bradley

Known for wearing plaid and sweater vests before they were popular, Ben Bradley is managing director of Macon Raine, Inc. (www.maconraine.com) - a management consulting, marketing and demand generation firm for technology organizations. He is a graduate of the University of Iowa and was a member of the undergraduate Iowa Writer’s Workshop. His interests include the intersection of technology and marketing. Because he was never very good at sports and doesn’t have many hobbies, his primary interests include the role of marketing on internal technology adoption, micro-finance, military uses of technology and media, self-organizing networks, network and physical security, collaboration and groupware. He frequently lectures his children on a variety of topics. Bradley was raised in Wheaton, Illinois and currently resides in Glen Ellyn, Illinois with his wife, two children and a purebred Latvian Goathound named Stella.