Enterprise marketers, particularly in the B2B space, often find content development for SEO a difficult proposition. The companys thought leaders, although happy to pontificate, are often afraid of committing to a writing schedule. And the marketer, admittedly, is trying to get others to squeeze in content, essentially off the books. With no reward, why should anyone help with the difficult, thankless work of writing articles? The trick is for the marketer to take advantage of three key tactics:
Any enterprise that can harness these three elements can pump out high volumes of quality content.
This article will show how enterprises can use White Papers as the basis of their content generation process, leverage these three elements to supercharge this process, and diversify their traffic sources beyond SEO in the process.
The approach presented here (see Figure 1) uses the white paper as the core item that all other items flow from. If you have visions of outsourcing your white paper to India or having an intern write it forget it. When writing a white paper, think in terms of creating a comprehensive resource for a topic that only someone intimately familiar with your industry could have created.
This means either you personally are going to have to write it, one of your companys thought leaders is going to have to write it, or youre going to have to pay an extremely high-end professional writer to write it. However you handle it, make sure you include a lot of refinement, back-and-forth editing and perfection in any white paper. The better it is, the better everything that flows from it will be.
Figure 1 B2B Content Creation Process
B2B marketing is really a Features/Benefits, Problem/Solution, and often, a Total Cost of Ownership game; all of these play into creating lists, which are a great, easy way to pull together raw material for a white paper. I always start out by creating a list of customer problems. I try to make the following lists:
Once you have these lists, a white paper, then, is merely a peeling the onion presentation of whichever of those lists you think are worth exploring. Its the old tell them what youre going to tell them, tell them, then tell them what you told them game.
First, create a flow or circle diagram (just use PowerPoint: a big circle in the middle with arrows going to other circles). That will be a summary diagram for the background section that gives a sense of the structure of the white paper; and it can be around the life cycle of a problem, or a product, or elements that contribute to a problem, or players in a market or anything.
Then, the individual elements of the diagram are simply the sections of the white paper, each with its own table/list. Whenever you present a list or a table (say, problems and implications), just present in the table a bullet item, then a sentence. Then in the text itself, expand on this with a paragraph.
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White Papers: Key To B2B Enterprise SEO Power