Show the Long Term Impact of B2B Content

Written by Brick Marketing

A few weeks ago I was pulling monthly SEO reports for a client, all of which includes organic traffic reports, social referral reports and a look at how content on their blog is doing, among other things. I noticed that their most visited blog post that month was not actually a fresh piece of B2B content, but rather an older blog post that had been published over a year ago! And while fresh content is very important for your SEO campaign because it gives you more opportunity to target new keywords and gives the search spiders a reason to revisit your site, older B2B content can still have a significant impact on your long-term SEO success!

Take a look at the graph below:

Long Term B2B Content

You’ll notice that over the last year that traffic to this particular blog post has been trending upwards. We haven’t been actively promoting it since it went live back in April 2012; it’s just been aging on the blog and visitors (1,1900 of the total 1,580 to be exact) have been finding it organically ever since. If you take a look you’ll see that those who find this post spend an average time of 7:09 on the site, which is 228.18% better than the site wide average! Google organic visitors are spending an average of 5:05, which is still more than double the site average. Clearly this particular piece of B2B content is resonating with our client’s target audience and serving their SEO program very well.

One of the most important things to remember about B2B content marketing is that it is a long-term investment, just like the rest of your SEO campaign. Chances are you will see a flurry of activity when the post initially goes live and then things will die down as other parties publish other content. But just because you aren’t getting a surge of traffic from a piece of B2B content every day that doesn’t mean it isn’t quietly chugging away in your favor. As this particular example shows, our client’s blog post only got more and more valuable as the year wore on. I imagine that if I took a closer look at some of their other evergreen blog posts the story would be the same.

It’s also important to remember to not lose the forest for the trees when trying to gauge the long-term impact of your B2B content. A blog post might only drive extra 20 unique visitors to your site each month, but after a year that’s an additional 240 unique visitors. Even if you only wrote one blog post a month (which is not very much at all) you’re looking at hundreds or even thousands of extra visitors by the end of the year because of your B2B content marketing efforts.

When showing the long-term impact of your B2B content it’s important to take as broad a swatch of data as possible. “Long-term” is not a week or even a month…think 3 months from now, 6 months from now, a year from now—what you do today will have an impact on your SEO for a very long time.

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