The danger of over-reliance on organic content promotion

It's not 2007. A content distribution model based on a loyal tribe of social followers distributing content on your behalf is a strategy for the history books. For every Gary Vaynerchuk there are a million B2B businesses trying – and failing – to make organic social work. Let's look at the evidence:

  • For many corporates, 50% of their followers are irrelevant
  • A 1% engagement rate for a tweet is considered healthy
  • Influencer marketing is becoming a cynical money-spinner for personalities with desirable follower lists and their followers are getting wise to it.

Then there's SEO.

Where content marketing and SEO begin and end is still an unsettled debate.

Is off-site SEO just content marketing under another guise? It's no wonder so many B2B marketers have turned to pay-to-play for their content promotion.

The answer? More thinking and less tinkering

Organic content discovery is still a channel for predictable lead flow. It just requires more effort on strategy and less on content volume. 

'0.5% of the content on an average website drives more than 50% of the traffic.' - Marketing Insider Group

The best opportunities come from spending time to understand how your buyers think about their world.

Produce a keyword map along the buying cycle

It's all too easy to go straight for the kill and concentrate on buyer-intent topics and keywords. Instead, think about every influence that could have a connection to your business:

Industry research: Which niche topics might your audience search for as part of their day-to-day?

Adjacent topics: Which related topics might they be interested in?

Ecosystem: Who else are they likely to be searching for?

Problem diagnosis: How would they think about solving a problem if they're not product category aware?

In-market: How would they actively seek out a solution if they are product category aware?

These topics can then be put through the mixer of keyword attainability and search volume to locate the sweet spot of relevance and value.

You can choose to fight it out with your competition for the obvious route one topics – or show up as a welcome surprise where your prospects least expect you.

Lateral approaches to SEO can pay off handsomely with a bit of thought

1. The industry report piggy-back

Your research identifies a new report published by your prospects' key industry body. Readers of the report are highly likely to be your primary buyers. High value search traffic can be captured by adding a new perspective to content already out there.

2. The 'reverse engineer' 

Experiment with platforms like Buzzsumo, AH Refs and Oktopost to discover trending topics and popular themes. Identify which have enjoyed the most engagement (volume of social shares and backlinks), then create even better content on these proven winners.

Ultimately the most potent weapon for organic reach is simply great content. But even the best content in the world requires help to get discovered.

Do you need a more sustainable pipeline?

Open to new approaches for lead generation and sales enablement?

Explore Contentology programmes

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