How Best Answer Content Drives B2B Marketing Results

How Best Answer
Content Drives B2B
Marketing Results
@LeeOdden - CEO, TopRank Marketing

We’re about to
launch another
campaign about
how great we are!
It’s
beautiful…
I’m so getting
promoted.

We’ve given a
million reasons
why we are
awesome, where
are the leads?
Oh sh*t
But it’s so
beautiful…

@leeodden
Information Overload
Ads
Social
Email
Events
PPC
Influencers
Chat Bots
SMS
Sales Calls Retargeting

@leeodden@buzzsumo #bestanswerbuzz
The Hamster Wheel of Content Mediocrity
We have 1,000 SEO
keywords, let’s make a
small web page for each.
Just copy the
features and
benefits from our
sales sheets, that
should be enough.
Why write our own
posts? We can
outsource our articles
for only $35 each!
Follow the formula: 1
ebook, 3 blog posts, 1
infographic and 12 social
shares. Every time.

We Can Do Better
You need to create
ridiculously good content
– content that is useful,
enjoyable and inspired.
Ann Handley
Chief Content Officer
MarketingProfs

@leeodden
Only 23% of CMOs
feel they are producing the
right content and delivering it
at the right time and format.
(eMarketer)

@leeodden
Buyers Want Easy to Find Answers to Their Questions
What solutions are possible?
How will a solution work for me?
Who is best to provide a solution?

@leeodden
The Funnel Has Evolved: B2B Buying is a Journey
Source: Lori Wizdo, Forrester - Myth Busting 101: Insights IntoThe B2B Buyer Journey

@leeodden
Is your marketing about creating content or answers?
Think about what your customers really want.

Integrated Content Marketing Model
Identify program
objectives

Research market,
competition, current
situation

Define target audience
segments

Research audience goals

Research topics,
keywords, messaging
themes

Identify influencers

Identify publications

Research Ed Cals

Develop integrated
strategy

Research & Strategy
Customer segments
inform personas

Map topics/keywords to
buying cycle / content

Map influencers to
content topics / assets

Create optimized
content plan: site, blog,
social profiles, media

Plan off-site content:
guest posts, byline
articles, content
marketing (ebooks,
infographics, video,
reports, interactive,
email)

Plan content types for
amplification
Content Planning
Keyword Audit:
Map topics/keywords to
buying cycle

Content & Digital Assets
Audit

Tech SEO Audit

External Link Audit

Social Media Audit

Competitive Audit

Earned Media Audit

Identify Internal and
External Influencer
Advocates
Audits
Create owned, earned,
paid media / content

Influencer outreach,
engagement, content
capture, integration

Pitch content to media

GSC crawl, page speed,
structured markup &
data, HTML/code, URLs,
internal links, mobile

External link signals:
acquisition, reclamation,
disavowal, management

Digital asset
optimization: images,
videos, audio, MS Office
docs, PDF, social content
Content Creation &
Optimization
Distribution/promotion
via brand social
channels, email, ads

Engage influencers to
promote content

Engage broader social
networks for sharing

Cross-publish content to
LinkedIn, Medium, guest
posts on other blogs

Repurpose content in
other media formats

Promote media
placements

Run paid search, social
ad campaigns
Attraction &
Promotion
Attract: SEO, social,
content, ads, email,
influencer and earned
media KPIs for visibility,
awareness, inbound &
media placements.

Engage: Content
consumption and
interaction KPIs. Page
views, interactions, time
spent, shares, social &
media citations.

Convert: Form captured
data for downloads,
trials, demos,
subscriptions, inquiries,
transactions

Optimize: Monitor KPIs
and make adjustments
in campaigns, create
repurposed content
Measurement &
Optimization
toprankmarketing.com

TopRank Marketing – B2B Content Marketing Pros

@leeodden
1.  Best Answer Content Strategy
2.  Content Planning
3.  Power Pages
4.  Repurposing & Promotion

@leeodden
Best Answer Content Strategy

@leeodden
Being the Best Answer For Customers
Is More Than Being Found in SERPs

@leeodden
It’s a Promise Your Brand Makes
To to Be Easy to Find, Useful & Actionable

@leeodden
B2B Brands that Are the “Best Answer”

@leeodden
Think: What Questions Do Your Customers Need
Answered In What Channels In Order to Buy?
awareness interest consideration purchase advocacy

Better Customer Insights = Better Content
SEO keywords

Customer insights

Social Media data

Web analytics data

Brand messaging

Product/Service

Influencer Research
Social Profiles
Content
Optimization
Social Engagement
Community Theme
Community Content
Community Engagement
Primary Topic
Related Topic
Related Topic
Related Topic
Related Topic

Customer-Centricity Pays Off
90%
of top-performing B2B content
marketers put their audience’s
information needs ahead of their
company’s promotional message.
B2B Content Marketing Trends 2019
CMI/MarketingProfs
Compared to
56% of the least successful

Understand Customer Information Needs
Discover Consume
$$$
Act
Search Keywords
Influencers
Advertising
Publications
Subscriptions
Word of Mouth
Text, Images,
Audio, Video
Mobile, Tablet,
Computer
Formal, Funny,
Long, Short
Social Share
Engage
Subscribe
Register
Inquire
Buy

Best Answer Insight in Action: SEO, Content, Influence
Keywords Drive
Content Topics:
AI Finance
AI Job Security
Data Driven AI
AI Adoption
Benefits of AI
AI Solutions
ROI of AI
Investment in AI
AND Influencer
Selection:
Jack McCullough
Ben Murray
James Myers
David Talby
John Cotlhart
Daniel Newman
Oliver Christie
Christopher Penn
https://tprk.us/financeai

Campaign Performance
Keywords Drive
Content Topics:
AI Finance
AI Job Security
Data Driven AI
AI Adoption
Benefits of AI
AI Solutions
ROI of AI
Investment in AI
AND Influencer
Selection:
Jack McCullough
Ben Murray
James Myers
David Talby
John Cotlhart
Daniel Newman
Oliver Christie
Christopher Penn
https://tprk.us/financeai
189%
Increase in views
642%
Increase in
Engagement

@leeodden
But We Can Do More
To Make Our B2B Brand the Best Answer

@leeodden
Best Answer
Topic (BAT)
BAT
BAT
BAT BAT
BAT
BAT
SEO/SEM
Social Networks
Content Marketing Industry Media
& News
Advertising
Create & Publish Findable, Useful
Content Where Your Customers Are
Influencers

@leeodden
Buying
Stage
Keywords Social Topics Content Type
Awareness broad trends blog, webinar, social
Interest category investigative video, white paper
Consideration comparison demos
feature comparison,
reviews, case study
Purchase transactional referrals buyer guide
Retention tips best practices FAQ, how to, support
Advocacy supporting participation buyer community
Buyer – “Ted”
•  Pain Points
•  Goals
•  Interests
•  Triggers to Buy
Balance Topic Demand/Relevance with
Buyer Stage to Inform Content Topics
Buyer Insights > Keyword & Topic Research > Content Creation & Optimization

Develop a Hub & Spoke for Content Focus
Best
Answer
Topic
Supporting
topic
Related
topic
Related
topic
Related
topic
Related
topic
Related
topic
Related
topic
Related
topic
Related
topic
Related
topic
Related
topic
Supporting
topic
Supporting
topic
Supporting
topic
Supporting
topic
Supporting
topic
Related
topic

Hub & Spoke: Accounting Software
Accounting
Software
Small
Business
Accounting
General
Ledger
Church
Constru
ction
Reviews
Choosing
Personal
Works
Cloud
Factors
Best
Accounting
Online
Accounting
Software
Specialized
Accounting
Software
Accounting
Software
Mac
Accounting
& Payroll
Software Book-
keeping

What it Takes to Be the Best Answer on Google
ü  Specific, in demand topic
ü  More valuable and useful
than other sites
ü  Credible
ü  High quality
ü  Engaging
https://tprk.us/gwmcquality
ü  Device friendly, accessible
ü  Loads fast

Best Answer Content is Great SEO
ü  Leverage keywords/topics in titles to
inspire clicks
ü  Include page features that increase
engagement (interactive, visual)
ü  Provide comprehensive content on
specific topics
ü  Cover related topics as well

Google Takes Answer Content Seriously: Patent

@leeodden
Is AEO the New SEO?
By 2020 70M+ U.S. households will have smart speakers
(Juniper Research)
SEARCH ENGINE ANSWER ENGINE
“AEO” tips via Chee Lo & Jason Barnard, SEW
Clearly communicate your
purpose:
•  Semantic HTML5
•  Schema structured markup
Establish credibility
•  Review sites
•  Links from trusted sources
•  Correct inaccuracies

@leeodden
PAA Best Answer Opportunities in SERPs
“People Also Ask” appears in 79% of search results. (Moz)
•  Publish complete questions
and answers.
•  Use plain language
•  Avoid sales language
•  Add Q&A schema
PAA tips via Ryan Johnson, Search Engine Land

Best Answer Topics in Action: Cherwell
Grow awareness, engage thought leaders, drive leads

Influencer Content Marketing Campaign: 5 channels
targeting specific decision makers

Customer Insights RITHM Report

Integrated: Content, SEO, Ads, Social, Influence

Sequenced Content: Optimized & Shareable
ITSM Influencer List Ungated ITSM eBook SEO’d Power Page
Optimized Blog Posts
Social Content

Hub & Spoke Content Promotion
Social Networks
Paid Social Influencers
Email

Program Performance
Influencers
Email
Social Networks
Paid Social
437%
Share Increase
22%
Revenue Growth

Customer Centers of Influence = Opportunities
Search Queries
Peer Influencers
Industry Influencers
Industry Publications
Industry Events
Content Types
Content Topics
Social Networks
Forums, SIGs
CXO

Topic Research & Content Planning

Keyword Research vs. Questions

How to Research Best Answer Content
1.  Survey / research customers
2.  Identify “Best Answer” Topics
3.  Fine tune with keyword research
4.  Research relevant questions
5.  Map questions to buying stages
6.  Create a “Best Answer” content plan

Basic Customer Question Identification
1 2
Ask sales / customer
service for most
common questions.

Ask them to bcc
your department
when answering
common questions.
Analyze aggregate of text content
provided on web contact forms:
https://cloud.google.com/natural-language/

Keyword Research Tool: SEMRush
Freemium has limited functionality
(10 keywords)
•  Keyword volume (popularity)
•  Keyword difficulty score
•  Cost per click
•  Number of search results (competition)
Paid version has comprehensive keyword
research functionality
•  Organic and paid
•  Related keywords
•  Numerous filtering options

Keyword Research Tool: Moz
Free version has many features
(requires creating an account)
•  Relevancy score
•  Monthly volume
•  Many filtering options
•  Analysis of search results page
•  Difficulty
•  Average organic click through
rate
•  Priority score to id “ideal”
phrases

Buying Stage Questions = Goldmine of Topics
Interest
Awareness
Consideration
Action
BuzzSumo Question Analyzer
How does it compare?
1,330,205 questions in 472 topics
What is it?
Where to buy?
885,097 questions in 432 topics
Keyword +
Tips
Advice
Suggestions
Recommend
Experience with
Which
Where
When
Why
Does
Are there
Is there
Can I
Should I
How does it work?

Question Research Tool: BuzzSumo
Question Analyzer
•  Topics
•  Questions from:
Forums, Q/A Sites,
Reddit

Question Research Tools: Storybase & Serpstat
•  Phrases &, questions
•  Demographics
•  Related words
•  Multi-language support
Search Questions
•  Multi-language support
•  Popular words
•  Categorized questions

Map Questions to Buying Stage
Awareness:
Consideration:
Purchase:
“Accounting Software” Small Business Best Business
What is the best accounting software for small business?
Online
Do I need accounting software for my small business?
Where can I buy small business accounting software online?
Actual search query questions sourced from SEMRush Keyword Magic Tool: Questions

Best Answer Content Plan: Awareness
Do I need accounting software
for my small business?
Blog Post
Blog Post eBook
Infographic
Guest Post
Online Quiz
Guest Post
Influencer
Roundup

When should a
small businesses
Invest in accounting
software?
When SMBs should
software
Real Estate Broker’s
Guide to Accounting
Software
Accounting Software
Do’s and Don’t’s for
Small Businesses
How Accounting
Software Helps Grow SMB
Construction Companies
Are You Ready for
Accounting Software?
Take the Quiz
Retail Business
Owner’s Guide
to Financial Software
10 SMB Finance
Experts on Accounting
Software
Do I need accounting software
for my small business?

Date Type Title Category Buy Cycle Audience
Topic/
Keywords
Influencers Social Topics Media Promote Repost
1/1/19 Blog Post
When should a
small businesses
Software?
SMB Awareness SMB
SMB, invest,
software,
accounting
Bob Smith,
Jane Doe
Tips on
investing in
accounting
software
Image,
Video
Social,
Email,
Influencers,
Social Ads
Newsletter

1/3/19
Guest Post:
Real Estate
Today
Real Estate Broker’s
Guide to Accounting
Software

Verticals:
Real
Estate
Awareness
SMB, Real
Estate
Brokers
SMB, Real
Estate,
Accounting
Software
Jane Smith
CPA
Account tips
for real estate
brokers
Image,
Diagram
Social ,
Newsroom,
Newsletter
Cross post to
company
blog

Best Answer Power Pages

What is A Power Page?
Topic Specific
D
e
e
p
Answer Buyer Questions
Include 3rd Party Expertise
Related Topics
Optimize for Search & People
Engaging: Video, Images, Audio
CTAs Throughout

Power Page Example: Field Service Engagement

FSE Power Page Breakdown 1/3
Keyword title in title tag and in H1
format at the top of the page.
Animated statistics.
Customer centric, keyword optimized copy.
Embedded video.
CTA to main content asset (eBook).
BAT in action. Answering questions.

Answering more questions, use of
primary keyword.
Practical advice on BAT keyword.
Industry expert on the BAT keyword offers
advice.

Continuation of practical advice
about Best Answer Topic.
Links to other related resources.
Final CTA to an eBook about the
Best Answer Topic.

Power Page Hub & Spoke Promotion
eBook
Power
Page Blog
Post
Blog
Post
Social
Content
House
Ads
Influencer
Social
Promotion
Influencer
Webinar
Email
Blast
Email
Blast
Blog
Post
Social
Content
Influencer
Social
Promotion
237 eBook downloads
$570,000 SQLs
$1.5m pipeline revenue

3 Step Power Page Process
Best Answer Topic
= Themes, Topics, Keywords
Customer Pain/Goals
Cross Posted
Blogs
Social Networks
Industry Media
Customer Pain
Branding
Influencer Content
Brand Solution
SEO Keywords
CTA
Proof
SEO Keywords
Image Assets
SEO
Influencer Content
Influencer Content
Influencer Promotion
IDEATION:
CREATION &
OPTIMIZATION:
PROMOTION:

Repurpose & Promote Best Answer Ingredients

Repurposing Creates Best Answer Opportunities
SMB Audience
RE Audience
NP Audience
Retail Audience
Real
Estate
Campaign 1.1
Non-
Profit
Campaign 1.2
Retail
Campaign 1.3
Accounting
Software
Campaign

3 Steps to Modular Content Repurposing
1. Deconstruct & Organize Best Answer Content used in
content marketing and social media campaigns into
ingredient topics.

2. Create and Curate Answers around best answer topics:
text, images, audio, video relevant to your target audience.

3. Use Best Answer Topic Ingredients for content marketing
and social media programs, including industry segment
targeting and repurposing.

Modular Content Repurposing Scenario
Large Asset
Blog Post
Infographics
Industry Article
Micro-Content Themed Content
Elements

Microcontent = Ingredients to Repurpose
“Your content and
stories are the only
differentiator you
have left. Hire and
invest accordingly.”
Robert Rose
“Social content is
different than
traditional content.
Today you must
create content that
educates, entertains
and empowers.”
Amy Porterfield

Influencer Ingredients for Future Content Recipes
Motion
Graphic
Newsletter Infographic
Listicle Blog
Post
eBook

Create Momentum, Credibility to Earn Media
Optimized
For Search
Email Blast
Brand Social
Influencer Social
Guest Post
Influencer Cross Post
Social Ads Retargeting
Brand Cross Post
Repurpose to Blog
Video: LinkedIn
Repurpose to Infographic
Share to Forums
PPC
Share LI Groups
Accounting
Software
BAT Power Page
Influencers

Measuring Best Answer Content Marketing Success
ATTRACT
Share of Search
Share of Voice Social
Views & Impressions
Traffic by Source
Traffic by Segment
Content Distribution
Media Placements
Blog Mentions
Brand + Affinity
Brand Sentiment
ENGAGE
Page Views
Click Through Rate
Social Network Size
Social Interactions
Content Interactions
Comments, Shares
Time on Site, Content
Paths Through Site

CONVERT
Newsletter Subscriptions
Demo & Trial Requests
Contact Us
Orders
•  Volume
•  Frequency
•  Length of Sales Cycle
•  Revenue Per Order

Content & SEO Performance Metrics

Best Answer Content Takeaways
q  Be the best answer for the topic. Cover the
topic A-Z (as reasonable)
q  Customer centricity is key: questions/answers,
sub-topics, visuals, relevant influencers
q  Keyword optimize: Titles, Subheadings, body
copy, influencer content, media, links in/out
q  Promote! Social, email, ads, influencers, cross
link from guest posts and brand site
q  Guide reader to action: from awareness to
consideration to decision

@leeodden
Thank You!
Lee Odden - @leeodden
lee@toprankmarketing.com

TopRankMarketing.com
B2B Influence &
Content Marketing Experts
TopRankBlog.com

How Best Answer Content Drives B2B Marketing Results

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