From B2B content to Google's news feed – content marketing trends
B2B content loved by commercial buyers
Informative B2B content is frequently the decisive factor in choosing a commercial vendor.
That’s according to new research from Content Marketing Institute in conjunction with SmartBrief.
81% of B2B buyers will conduct research before bringing a new vendor into the picture.
However, just 24% prefer content that comes from the vendor under consideration. 31% would rather see content from unbiased sources, while 40% don’t care as long as the info is credible.
That poses something of a head-scratcher for B2B content creators looking to own the conversation.
Fortunately, the research also looked closely at the type of B2B content buyers want to see, and what format they want to see it in.
It’ll come as no surprise that original research was the most compelling type of resource that companies have control over. 74% of respondents reported this as the most influential factor in their decision-making process.
As you can see, respondents’ preferred medium is long-form B2B content, including:
- Buyer guides
- White papers
Blog posts and email newsletters also placed highly, though it appears more succinct formats lack the scope to provide the level of detail B2B buyers are looking for.
So, if you’re creating a new B2B site, you need to act quickly to seize the debate by conducting your own research and producing a suite of long-form B2B content to promote it.
New minimalist website ignores SEO fundamentals
Fashion has always been an industry where it pays to be different.
But, fashion brand Balenciaga has taken this to the extreme, creating a new website that’s almost devoid of text (and just about everything else, for that matter).
We’re not talking about a subtle approach here; it’s not just a matter of them being selective with their messaging. There is literally nothing there.
Don’t believe us? Then, just check out their homepage:
Yes, it’s somewhat eye-catching and has been causing a lot of chatter online, but it defies many of the fundamental rules of SEO.
Google’s John Mueller killed the idea of a minimum word count per page back in 2014. However, many still stick to the 300-word minimum rule, and top ranking pages have been shown to use northwards of 2,000 words.
Instead of word count, the search provider prioritises ‘quality’ content that gives value to the end user.
While the Balenciaga website is undoubtedly succinct, it does little to tell their brand story or aid site navigation. Without these aspects, it will be difficult for consumers to develop an attachment to the brand, or even to simply make a purchase.
Is this a case of style over substance? Their future Google ranking should settle this debate once and for all.
Spotted in the news…
Google has launched a brand new news feed function for its mobile search app, and cynics are already questioning their motivations.
The function works by aggregating a user’s search history and providing a bespoke list of articles based on their individual interests. Some folks believe the move is merely a ploy to sell more advertising space, while others think it’s just a matter of Google catching up with the likes of Facebook and Twitter.
Whatever the case, content marketers would do well to learn about the factors Google are considering as the criteria for inclusion, and factor them into their overall content strategy.