Anyone who’s hoped to escape the popularity contests of highschool might be a little disappointed if they ever got a job in B2B marketing. The real challenge though isn’t just the fact that these contest are more intense from competing for high profile corporate attention. It’s also because all that intensity’s just been magnified as online technology throws itself in the mix with offline marketing.
It’s not really the fault of technology that more companies have increased integrating an online marketing approach (whether it’s just adding a page on Facebook or reformatting their email templates for mobile readers). It just sort of happened.
Today’s search technology has radically transformed the way information is looked up. Whether its news, articles, or blogs, mankind’s very quest for answers has evolved.
And even now, new features and security measures are still being introduced to browsers and search engines for analysis, distribution, and all for the purpose of delivering the correct content users want to see. But despite all those advanced algorithms, the finer essence of a search continues to escape SEO marketers and junkies. There are just so many ways that users control their own search but so little SEO info on those diverse controls.
Like any aspect of today’s marketing, SEO shares the responsibility of painting out pictures of ideal buyers. One way is through the keywords it uses to direct the creation of content as well as understand the most common problems that prospects are often searching about.
But whereas B2C marketers use it to paint out certain individuals, B2B marketers more often use it to paint out entire organizations.
Though that begs the question: How accurate is the painting?