SEO

5 Reasons Your SEO Efforts Aren’t Producing a Good ROI

Why aren’t Your SEO Efforts Producing ROI
Search engine optimization is a good investment for most companies because when done correctly and well, it brings in a steady stream of leads that convert to clients. It works for you 24/7, whereas PPC advertising stops working the second you stop paying for it. But, a lot of SEO efforts aren’t what you expect them to be – and if your SEO isn’t producing the return on investment you’d hoped for, there are several reasons why that could be the case. Let’s take a closer look at five of the most common reasons you’re not getting the most of your SEO campaigns.

Your Expectations are Off
SEO takes skill, expertise, and most importantly time and effort. It’s unreasonable to expect the average campaign to produce results before it hits the four to six month mark, and that’s after a great deal of research and making adjustments along the way. Every SEO campaign is different, but a good standard SEO campaign flow generally looks like this:

Month one: Research and discovery
Month two: Technical SEO work
Month three: Content creation
Month four: Optimization and link profiling
Month five: Social media integration and campaigning

The real impact doesn’t begin until well into the second month, and then Google must factor in the changes. Re-indexing, especially on a new site, can take up to two weeks. Typically, it isn’t until the sixth month when the adjustments are already in place and Google has had a chance to register them that you should attempt to determine how successful the campaign was. Measuring before then could skew the results and may produce inaccurate ones at that.
You’re Not Spending Enough Money
Good SEO takes money. The more you spend doesn’t necessarily mean you’ll get better results faster, though. You must be working with a credible agency to get good results – regardless of how much money you’re spending. But most of the time, even the most reputable agencies can’t get good results without a substantial budget.
According to a survey from Moz, 10% of clients are spending less than $500 a month, 27% are spending between $500 and $1,000, 29% are spending between $1,000 and $2,500, 20% spend between $2,500 and $5,000 a month, and 15% spend between $5,000 and $10,000. The prices generally reflect the level of difficulty and scope of the project.
The bottom line is that a budget less than $500 just isn’t enough to take the kind of action that will produce measurable results. Increase your budget while monitoring for changes over a period of three to six months. If you cannot increase your budget, adjust your expectations and strategies so that you’re putting things together as you can. Focusing solely on content creation and improvement is more effective as single investment rather than spreading the budget too thin by trying to do too much at once.
Your Content Needs Improvement
Google wants to deliver quality results to their users – by providing content that corresponds to what they are looking for, and helps them accomplish what they set out to do. Some queries are looking for information, some are looking for navigation, and some are transactional. You must be able to identify the intent behind the keywords and use that intent to structure your content.
Not only this, but your content needs to be well-written in terms of spelling and grammar. Too much bad content – either in terms of readability or in terms of relevancy and intent, and you’ll have trouble gaining any kind of rank. Blogging every day is pointless if you don’t offer your readers something of value.
Your Backlink Profile Needs Work
The inbound links to your site matter greatly to Google. If the quality of the sites linking to your site is poor, you won’t get good results from your link building efforts. It’s important to build links to your site, of course, but if they don’t come from good sources, structures, and have good context, then it won’t help you at all. In fact, it can hurt you if your backlink profile is fully of spammy sites that are manipulative. Too much of this can earn you a penalty which could temporarily, or even permanently remove your site from the organic search results.
Check your site’s backlink profile with a tool like Open Site Explorer to look for any toxic links, and then take steps to remove them or disavow them.
Your Competition is Working Harder
When it comes to SEO and your competition, you’re both working toward the same goal, and ultimately, only one of you can win. Even when you’re investing enough and putting the right effort in, your competition just manages to do it better, leaving you wondering why you’re not getting the ROI you expected.
This is really a misconception more than anything. Your competition may get ahead of you occasionally, and sometimes even stay there for a long time. But that doesn’t mean your efforts aren’t making a difference and paying off. Good SEO efforts, on a continuous basis, is what helps you keep you from sliding back in the search results, and possibly out of the picture completely when the competition experiences a growth spurt. If your SEO efforts weren’t giving you any kind of ROI, you’d be far worse off.
If your competition seems to be beating you all the sudden, wait it out to see if the rank improvement holds. SEO is constantly changing, and early on in the campaign it is volatile and fluctuation is common. Chances are, you’ll see the ranks shift again.
When you begin any kind of SEO campaign, be sure you conduct a thorough competitive analysis so you know what you’re up against. This will help you in developing the best strategy for your budget and goals, which will also help in terms of setting reasonable expectations. Often times, trying to handle SEO on your own, especially if you don’t have a background in digital marketing, will leave you spinning your wheels without results.

What SEO Metrics Can Tell You About the Value of Your Website

SEO metrics are a good way of assessing the performance of your website. Over the last few years, SEO has gained popularity, and with it, customer expectations have also risen. If you are still wondering what these metrics are and what they can do for your website, continue reading to find out.
Keyword Rankings:
Tracking your keyword rankings can tell you a lot about your website. We know that all search results are customized, but keyword rankings are essential due to the following reasons; while tracking the rankings of one keyword, you can determine your overall rankings. This means a good ranking for a particular keyword, which is an indicator of your website doing well. This holds true for long-tail keywords as well. Keyword rankings should be your priority as it is among the metrics that matter the most.
Organic Traffic:
The other important SEO metric is organic traffic. It is the traffic that is generated when your website appears in search engine results. An essential characteristic of organic traffic is that you do not pay for its placement. This SEO metric is critical as it tells you important information about the number of people who visit your website. Tracking organic traffic means that you can find out the number of people who see your site. This puts you in a position to judge your SEO plan and strategy. If the number of people is less than expected, then you can change your strategy and improve your website. Otherwise, all your effort can go futile. Another aspect of tracking your organic traffic is that you can find out exactly where you need improvement by monitoring the organic traffic for every page. This means that if one page is decreasing your rankings, it can be pinpointed and hence improved.
Tracking Traffic by Location:
Tracking traffic by location gives a clearer idea of the nature of the content that needs to be created, as well as the SEO strategies that must be implemented.” For all those who want to target a specific demographic, tracking organic traffic by location can be very useful. There are a few steps that you can follow while tracking your organic traffic by location. Firstly, you need to track your organic traffic by country. This will give you an idea of where your traffic is from and help you plan strategies according to the particular region. This is very important for your website as it will enable you to customize your SEO without compromising on your client base. This can also help expand your market.
Organic Bounce Rate:
Bounce rate is the number of people that moved away from your website after viewing one page. Bounce rate can be used to assess the amount of work that you need to do on your website. If your website has a low bounce rate, it is an indicator of a well-built website. On the other hand, if your site has a high bounce rate, it means that you need to improve your website. This is how vital SEO metrics are for your website.
Mobile Usability Report:
Everyone picks up their phone at least three times every five minutes. Everything is easily and conveniently done through phone then why use desktops! You obviously know this so what’s new here? When designing a website, a lot of people use their laptops and assume that it would be used on desktops. Since we have already established the utility of phones, it is essential that the design of the website is mobile friendly. A lot of times, websites end up losing many customers due to the same issue. Mobile usability report shows you the problems faced by the people while viewing your site. It even gives information about the URLs that are causing problems. Once you get the mobile usability report, you can fix the issues shown and increase the usability of your website.
Average time: how much time are users spending on your website?
This is similar to the bounce rate but it is more straightforward. As the name suggests, it is the average time that a user spends on your website. If they like your site, they stay on it for an extended period or at least some time as opposed to spending a few seconds on a minute even. Tracking the time gives you another opportunity to find out whether your website appeals to your audience or not. Moreover, checking the average time on each page separately will provide you with a more in-depth analysis of your website.
After taking the above into consideration, go ahead and analyze your site performance. The difference will be clear!

Your Next Marketing Strategy for Your MSP – ABM

It is a truism worth repeating: 80% of fish are caught by 20% of fishermen… Successful fishers fish where the fish are most often.
~ Tony Bishop
If you are a fisherman you know that you can put some bait on and cast a line out on the dock to catch a few fish, but when they aren’t biting you need to go to where the fish are.
The same is true for lead generation for your IT company. Inbound marketing techniques (SEO, content creation, etc.) are great lead generation strategies, but at the end of the day, you are waiting for prospects to reach out to you. When your website is drowning the sales team in leads you are happy, but what about the weeks when the leads aren’t coming as frequently? Or what if you need leads NOW and you don’t have time to build up a content generation machine?
That is where Account Based Marketing (ABM) comes in.
Instead of waiting for leads to reach out to you, you reach out to them – it turns the marketing funnel on its head.
What is ABM?
To continue the fishing analogy, traditional inbound marketing focuses on casting a wide net.
The traditional process looks something like this:

You write articles like “5 Signs Your Doctor’s Office Needs IT Support”
A local doctor’s office googles “IT support for doctors in Gaithersburg MD”
Your article shows up and they click on it
They read the article, look at your site, and decide that your business is a good fit for them
They fill out a form to give you their contact info

Again, that is a fine strategy. If you can show up top 3 for a search term for a keyword that has 1,500 searches a month, then you will get a good portion of that traffic (about a third of it, unsurprisingly). A certain percentage of that traffic will then turn into leads (about one to two percent).
You may run into a few issues with this, however.

You get companies too small to work with your business
You get companies outside of your service area
You get contacts that aren’t decision makers

ABM flips this “wide net” strategy on its head. ABM is the fishing equivalent of spearfishing in a stocked pond with only the types and sizes of fish you are interested in catching. It doesn’t even seem fair, does it?
Instead of working to get the information from a percentage of search traffic, you acquire the information of those that fit your ideal client and you begin (in a very targeted way) to reach out to them with a message tailored to their needs.
Why use ABM for your MSP?
While it is just one tool in the toolbox, there are a lot of reasons to use ABM for your MSP company.
Locally Targeted
With ABM, you start out your campaign with a list of contacts that meet the exact attributes of clients you are searching for. They are in the right positions, in the right industry, within your geographic area, etc. You know that every dollar you spend on marketing to this group is being spent getting your message in front of someone that could convert.
Works in Tandem with Other Strategies
This isn’t some strategy that requires you to stop the way you are doing things in your current marketing. As a matter of fact, it often further enhances your current marketing strategy. If you are currently working on increasing your conversion rates on your site to get those organic leads to drip through the funnel, keep at it! As the traffic comes in from ABM this will only help.
Note: If you start an ABM campaign, be careful not to oversaturate your list with non-ABM content. They don’t need 2 emails from the ABM campaign, your monthly newsletter, and an event invite all in the same week.
Increased Personalization
One of my favorite things about ABM is having fun with the personalization. You can get VERY targeted with ABM personalization. Things like…

Adding their company name to a landing page they come to
Changing email content to speak to position-specific pains (What the CEO cares about from an IT perspective is not the same as what their internal team cares about)
And more…

The more information you have about them, the more personalized you can get.
How to Implement ABM in Your MSP Marketing Program
All marketing requires strategy before implementation, and ABM is no different. Just like you need to do keyword research before jumping into SEO, there is a step-by-step process in ABM to ensure you are getting the most out of your efforts.
Know Your Target Market
Hopefully, you have a good understanding of your target market regardless of your marketing strategy. You know the mantra – “50% of my marketing dollars are wasted, I just don’t know what 50%”. This is generally due to bad strategy.
What size company do you work best with? What industries do you specialize in? What positions make the decisions, and what positions are influencers? What people usually stand in your way in the sale? Are most of your clients men or women? What age is your persona? What types of media do they use? What organizations are they a part of? What jargon do they use?
These questions just scratch the surface, but the first step in ABM is to have a tight understanding of your market.
Build ABM Campaign Plan
ABM in itself does not in itself require a specific strategy in reaching your audience, it is just a framework to work within and a lens to think through. Because of that, the tools you use to reach this audience are ones you are familiar with – email, paid, social media, website pages, etc.
The way they are used is what changes. With social media, for example, you would not just make general LinkedIn posts on your page. Instead, you may upload a list of target companies to show very targeted ads to.
Put together a plan to determine how you will reach this audience. What channels will you use? How personalized can you get? How frequent are the touch points? What pain points will you focus on for different segments?
Work with your marketing and sales team to determine the channels and cadence to this.
Note: ABM is not something that exists strictly in the marketing arena. It is tightly integrated with sales and should include them as well (as should any type of marketing, honestly – sales people don’t bite). Because of this, include things like personal emails to what seem to be hot leads and follow-up calls.
Acquire List
You may have a list of prospects with all the information you need about them. If so, great! Many times this is not the case, however. Maybe the contacts you have are very old with outdated information, maybe you don’t have enough information about them, or maybe you just don’t have a list at all.
If you don’t have a robust enough list to begin with, you have 2 options:

Append your list: If you just have the name and address from a mailer you send out every year but no email, use a list appending service to connect those physical addresses with emails, phone number, etc. This is very inexpensive.
Buy a list: This topic is an article in itself, but if you don’t have any list at all you can purchase one. That is all I will say about that for now.

When you do get this list through any of these means, it is critical that it matches your target market. The tighter filtering you can do on these contacts, the better your results will be. Get started off on the right foot with a solid list of verified contacts, or you are setting yourself up for failure.
Note: It is tempting when buying a list to only go after the one perfect contact at a company – the CEO, for example. This is definitely someone you want on your list, but don’t be afraid of adding the lower-level influencers as well – office managers, for example. We have seen a lot of success reaching these individuals. They are usually hungry to make an impact and improve the business. Give them that opportunity.
Execute
Now that you have an understanding of who you are reaching, have a list of these contacts, and have a plan for how to go about reaching out to them, it is time to pull back your spear-throwing-arm and let her fly.
Remember, though, the best-laid plans of mice and men often go awry…. when you have poor execution. Pay attention to the details. The first impression goes a long way, and if you start out with an off-the-mark pain point, a shoddily designed email, or an unresponsive landing page, you are shooting yourself in the foot. This is something to pull the whole team together for. Have your personalization tactics been tested? Have you talked to current clients about their pain points and why they work with you?
React to the Numbers
Back in the day, marketing was a shot in the dark – you’d send a postcard out and cross your fingers or spend money on radio ads and just hope people were listening. Those days are gone.
Everything you do should have a number. Conversion rates, open rates, time on page, bounce rates – numbers are your friends. Whether that is through call tracking, cookies, or heatmapping, collect as much information on your marketing efforts as possible. Don’t stop there, though; use that information to make your campaign better.
Having great success on LinkedIn but can’t get anything from your display ads? Shift the budget.
Does your landing page have a high bounce rate? Look at your heatmapping and site analytics and shift accordingly.
Do your emails not have a good click-through-rate? Tweak the design or content and do some A/B testing.
Ready to Get Started with ABM for MSPs?
This was just a very broad overview of ABM for MSPs, but hopefully, it gives you a good idea of where to start and the next steps to take.
To do this right does take a lot of knowledge about the different marketing channels, technical understanding around personalization, and good writing and design skills. The last thing you want to do is spend the money to run an ABM campaign for your MSP and lose money on it.

What is Content Marketing & What Will It Cost Me?

Seasoned B2B marketers are turning to content marketing more and more to generate qualified inbound leads and nurture existing leads to improve close rates. While content marketing has been around for a little while, it can still be a bit murky to determine what is content marketing and what isn’t.
In this post, we’ll address what is B2B content marketing and what it costs.
The Difference Between Copywriting & Content Marketing
First, let’s address the difference between copywriting and content marketing.
Copywriting is creating marketing text that explains a particular topic. It takes into account tone, style, language, audience, and context. The primary goal of copywriting is to clearly explain features, benefits, and advantages. Professional copywriting is an integral part of a B2B content marketing plan.
Content marketing is a not just copy, it is a strategy that includes a range of mediums and channels that have the goal of attracting, generating, and converting inbound leads. The primary focus of content marketing is to educate. Copywriting is one component of a larger content marketing strategy, and in some cases is a small part of the strategy.
The Difference Between Web Copy & Content Marketing
Second, let’s take a look at what makes web copy different from other types of B2Bcontent marketing.
Web copy and content is focused on explaining what products and services a company provides, addresses the needs for those products/services, and communicates the company’s unique value proposition. In other words, B2B website copy is more promotional.
Content marketing, while often a key component of the sales process, is focused not on promotion but on education. Content marketing pieces, including blog posts, white papers, guides, infographics, videos, interviews, and FAQs (to name a few), focus on providing something of value to the target market. In many cases, these types of content won’t even mention a company’s products or services.
What B2B Content Marketing Includes
Before we price it out, let’s take a look at what B2B content marketing includes. A well-crafted, professional content marketing plan will include the following:

SEO strategy
Content strategy + goal creation
Editorial calendar
Execution of SME Interviews
Copywriting and editing
Search engine optimization of copy and structure
Publication onsite or offsite
Organic promotion on B2B website, social media, newsletters, etc.
Paid promotion on social media, search ads, retargeting ads, etc.
Tracking, analysis, reporting

Let us be clear: drafting a blog here and there and posting it to a B2B website is not content marketing. That is blogging. What separates content marketing is everything listed above.
What Will B2B Content Marketing Cost?
The answer is that “it depends,” but can cover a range of prices. On a broad scale, a content marketing plan varies between $3,000 per month to $20,000+ per month, depending on goals, budgets, range of products/services, types of services, and more.
When considering the cost of a B2B content marketing strategy, realistically look at what a typical customer engagement is for your firm for the full client relationship. If you are looking to generate 10 quality leads a month for your software firm and the relationship value of each client is around $50,000, you won’t get the results you want by paying $2,000 a month for content marketing.
It’s also important to look at the real value of the professional B2B content marketing plan. You aren’t paying by the hour. Rather, you are getting the following:

A seasoned content strategist with SEO expertise
A skilled copywriter(s) familiar with your industry and the ability to effectively interview your subject matter experts (SMEs)
Management of a clear editing/approval process that is handled for you
A B2B website designer knowledgeable about user experience and conversion rate optimization (CRO)
A website developer, as needed in case something breaks or you want particular functionality
B2B marketing specialists who understand the nuances of selling/converting B2B products/services
Social media expertise of each platform and what type of content performs best on each
Advertising specialists who know how to maximize budgets and when to pull the plug if something isn’t working

Content Marketing Isn’t an Expense
In today’s competitive B2B landscape, content marketing isn’t an expense or a cost center. In fact, content marketing and B2B marketing, in general, tends to be a revenue generator. If you want more qualified, inbound leads, content marketing is your best bet for getting in front of prospects looking for your products and services.

What is Content Marketing & What Will It Cost Me?

Seasoned B2B marketers are turning to content marketing more and more to generate qualified inbound leads and nurture existing leads to improve close rates. While content marketing has been around for a little while, it can still be a bit murky to determine what is content marketing and what isn’t.
In this post, we’ll address what is B2B content marketing and what it costs.
The Difference Between Copywriting & Content Marketing
First, let’s address the difference between copywriting and content marketing.
Copywriting is creating marketing text that explains a particular topic. It takes into account tone, style, language, audience, and context. The primary goal of copywriting is to clearly explain features, benefits, and advantages. Professional copywriting is an integral part of a B2B content marketing plan.
Content marketing is a not just copy, it is a strategy that includes a range of mediums and channels that have the goal of attracting, generating, and converting inbound leads. The primary focus of content marketing is to educate. Copywriting is one component of a larger content marketing strategy, and in some cases is a small part of the strategy.
The Difference Between Web Copy & Content Marketing
Second, let’s take a look at what makes web copy different from other types of B2Bcontent marketing.
Web copy and content is focused on explaining what products and services a company provides, addresses the needs for those products/services, and communicates the company’s unique value proposition. In other words, B2B website copy is more promotional.
Content marketing, while often a key component of the sales process, is focused not on promotion but on education. Content marketing pieces, including blog posts, white papers, guides, infographics, videos, interviews, and FAQs (to name a few), focus on providing something of value to the target market. In many cases, these types of content won’t even mention a company’s products or services.
What B2B Content Marketing Includes
Before we price it out, let’s take a look at what B2B content marketing includes. A well-crafted, professional content marketing plan will include the following:

SEO strategy
Content strategy + goal creation
Editorial calendar
Execution of SME Interviews
Copywriting and editing
Search engine optimization of copy and structure
Publication onsite or offsite
Organic promotion on B2B website, social media, newsletters, etc.
Paid promotion on social media, search ads, retargeting ads, etc.
Tracking, analysis, reporting

Let us be clear: drafting a blog here and there and posting it to a B2B website is not content marketing. That is blogging. What separates content marketing is everything listed above.
What Will B2B Content Marketing Cost?
The answer is that “it depends,” but can cover a range of prices. On a broad scale, a content marketing plan varies between $3,000 per month to $20,000+ per month, depending on goals, budgets, range of products/services, types of services, and more.
When considering the cost of a B2B content marketing strategy, realistically look at what a typical customer engagement is for your firm for the full client relationship. If you are looking to generate 10 quality leads a month for your software firm and the relationship value of each client is around $50,000, you won’t get the results you want by paying $2,000 a month for content marketing.
It’s also important to look at the real value of the professional B2B content marketing plan. You aren’t paying by the hour. Rather, you are getting the following:

A seasoned content strategist with SEO expertise
A skilled copywriter(s) familiar with your industry and the ability to effectively interview your subject matter experts (SMEs)
Management of a clear editing/approval process that is handled for you
A B2B website designer knowledgeable about user experience and conversion rate optimization (CRO)
A website developer, as needed in case something breaks or you want particular functionality
B2B marketing specialists who understand the nuances of selling/converting B2B products/services
Social media expertise of each platform and what type of content performs best on each
Advertising specialists who know how to maximize budgets and when to pull the plug if something isn’t working

Content Marketing Isn’t an Expense
In today’s competitive B2B landscape, content marketing isn’t an expense or a cost center. In fact, content marketing and B2B marketing, in general, tends to be a revenue generator. If you want more qualified, inbound leads, content marketing is your best bet for getting in front of prospects looking for your products and services.

What is Content Marketing & What Will It Cost Me?

Seasoned B2B marketers are turning to content marketing more and more to generate qualified inbound leads and nurture existing leads to improve close rates. While content marketing has been around for a little while, it can still be a bit murky to determine what is content marketing and what isn’t.
In this post, we’ll address what is B2B content marketing and what it costs.
The Difference Between Copywriting & Content Marketing
First, let’s address the difference between copywriting and content marketing.
Copywriting is creating marketing text that explains a particular topic. It takes into account tone, style, language, audience, and context. The primary goal of copywriting is to clearly explain features, benefits, and advantages. Professional copywriting is an integral part of a B2B content marketing plan.
Content marketing is a not just copy, it is a strategy that includes a range of mediums and channels that have the goal of attracting, generating, and converting inbound leads. The primary focus of content marketing is to educate. Copywriting is one component of a larger content marketing strategy, and in some cases is a small part of the strategy.
The Difference Between Web Copy & Content Marketing
Second, let’s take a look at what makes web copy different from other types of B2Bcontent marketing.
Web copy and content is focused on explaining what products and services a company provides, addresses the needs for those products/services, and communicates the company’s unique value proposition. In other words, B2B website copy is more promotional.
Content marketing, while often a key component of the sales process, is focused not on promotion but on education. Content marketing pieces, including blog posts, white papers, guides, infographics, videos, interviews, and FAQs (to name a few), focus on providing something of value to the target market. In many cases, these types of content won’t even mention a company’s products or services.
What B2B Content Marketing Includes
Before we price it out, let’s take a look at what B2B content marketing includes. A well-crafted, professional content marketing plan will include the following:

SEO strategy
Content strategy + goal creation
Editorial calendar
Execution of SME Interviews
Copywriting and editing
Search engine optimization of copy and structure
Publication onsite or offsite
Organic promotion on B2B website, social media, newsletters, etc.
Paid promotion on social media, search ads, retargeting ads, etc.
Tracking, analysis, reporting

Let us be clear: drafting a blog here and there and posting it to a B2B website is not content marketing. That is blogging. What separates content marketing is everything listed above.
What Will B2B Content Marketing Cost?
The answer is that “it depends,” but can cover a range of prices. On a broad scale, a content marketing plan varies between $3,000 per month to $20,000+ per month, depending on goals, budgets, range of products/services, types of services, and more.
When considering the cost of a B2B content marketing strategy, realistically look at what a typical customer engagement is for your firm for the full client relationship. If you are looking to generate 10 quality leads a month for your software firm and the relationship value of each client is around $50,000, you won’t get the results you want by paying $2,000 a month for content marketing.
It’s also important to look at the real value of the professional B2B content marketing plan. You aren’t paying by the hour. Rather, you are getting the following:

A seasoned content strategist with SEO expertise
A skilled copywriter(s) familiar with your industry and the ability to effectively interview your subject matter experts (SMEs)
Management of a clear editing/approval process that is handled for you
A B2B website designer knowledgeable about user experience and conversion rate optimization (CRO)
A website developer, as needed in case something breaks or you want particular functionality
B2B marketing specialists who understand the nuances of selling/converting B2B products/services
Social media expertise of each platform and what type of content performs best on each
Advertising specialists who know how to maximize budgets and when to pull the plug if something isn’t working

Content Marketing Isn’t an Expense
In today’s competitive B2B landscape, content marketing isn’t an expense or a cost center. In fact, content marketing and B2B marketing, in general, tends to be a revenue generator. If you want more qualified, inbound leads, content marketing is your best bet for getting in front of prospects looking for your products and services.

What is Content Marketing & What Will It Cost Me?

Seasoned B2B marketers are turning to content marketing more and more to generate qualified inbound leads and nurture existing leads to improve close rates. While content marketing has been around for a little while, it can still be a bit murky to determine what is content marketing and what isn’t.
In this post, we’ll address what is B2B content marketing and what it costs.
The Difference Between Copywriting & Content Marketing
First, let’s address the difference between copywriting and content marketing.
Copywriting is creating marketing text that explains a particular topic. It takes into account tone, style, language, audience, and context. The primary goal of copywriting is to clearly explain features, benefits, and advantages. Professional copywriting is an integral part of a B2B content marketing plan.
Content marketing is a not just copy, it is a strategy that includes a range of mediums and channels that have the goal of attracting, generating, and converting inbound leads. The primary focus of content marketing is to educate. Copywriting is one component of a larger content marketing strategy, and in some cases is a small part of the strategy.
The Difference Between Web Copy & Content Marketing
Second, let’s take a look at what makes web copy different from other types of B2Bcontent marketing.
Web copy and content is focused on explaining what products and services a company provides, addresses the needs for those products/services, and communicates the company’s unique value proposition. In other words, B2B website copy is more promotional.
Content marketing, while often a key component of the sales process, is focused not on promotion but on education. Content marketing pieces, including blog posts, white papers, guides, infographics, videos, interviews, and FAQs (to name a few), focus on providing something of value to the target market. In many cases, these types of content won’t even mention a company’s products or services.
What B2B Content Marketing Includes
Before we price it out, let’s take a look at what B2B content marketing includes. A well-crafted, professional content marketing plan will include the following:

SEO strategy
Content strategy + goal creation
Editorial calendar
Execution of SME Interviews
Copywriting and editing
Search engine optimization of copy and structure
Publication onsite or offsite
Organic promotion on B2B website, social media, newsletters, etc.
Paid promotion on social media, search ads, retargeting ads, etc.
Tracking, analysis, reporting

Let us be clear: drafting a blog here and there and posting it to a B2B website is not content marketing. That is blogging. What separates content marketing is everything listed above.
What Will B2B Content Marketing Cost?
The answer is that “it depends,” but can cover a range of prices. On a broad scale, a content marketing plan varies between $3,000 per month to $20,000+ per month, depending on goals, budgets, range of products/services, types of services, and more.
When considering the cost of a B2B content marketing strategy, realistically look at what a typical customer engagement is for your firm for the full client relationship. If you are looking to generate 10 quality leads a month for your software firm and the relationship value of each client is around $50,000, you won’t get the results you want by paying $2,000 a month for content marketing.
It’s also important to look at the real value of the professional B2B content marketing plan. You aren’t paying by the hour. Rather, you are getting the following:

A seasoned content strategist with SEO expertise
A skilled copywriter(s) familiar with your industry and the ability to effectively interview your subject matter experts (SMEs)
Management of a clear editing/approval process that is handled for you
A B2B website designer knowledgeable about user experience and conversion rate optimization (CRO)
A website developer, as needed in case something breaks or you want particular functionality
B2B marketing specialists who understand the nuances of selling/converting B2B products/services
Social media expertise of each platform and what type of content performs best on each
Advertising specialists who know how to maximize budgets and when to pull the plug if something isn’t working

Content Marketing Isn’t an Expense
In today’s competitive B2B landscape, content marketing isn’t an expense or a cost center. In fact, content marketing and B2B marketing, in general, tends to be a revenue generator. If you want more qualified, inbound leads, content marketing is your best bet for getting in front of prospects looking for your products and services.

What is Content Marketing & What Will It Cost Me?

Seasoned B2B marketers are turning to content marketing more and more to generate qualified inbound leads and nurture existing leads to improve close rates. While content marketing has been around for a little while, it can still be a bit murky to determine what is content marketing and what isn’t.
In this post, we’ll address what is B2B content marketing and what it costs.
The Difference Between Copywriting & Content Marketing
First, let’s address the difference between copywriting and content marketing.
Copywriting is creating marketing text that explains a particular topic. It takes into account tone, style, language, audience, and context. The primary goal of copywriting is to clearly explain features, benefits, and advantages. Professional copywriting is an integral part of a B2B content marketing plan.
Content marketing is a not just copy, it is a strategy that includes a range of mediums and channels that have the goal of attracting, generating, and converting inbound leads. The primary focus of content marketing is to educate. Copywriting is one component of a larger content marketing strategy, and in some cases is a small part of the strategy.
The Difference Between Web Copy & Content Marketing
Second, let’s take a look at what makes web copy different from other types of B2Bcontent marketing.
Web copy and content is focused on explaining what products and services a company provides, addresses the needs for those products/services, and communicates the company’s unique value proposition. In other words, B2B website copy is more promotional.
Content marketing, while often a key component of the sales process, is focused not on promotion but on education. Content marketing pieces, including blog posts, white papers, guides, infographics, videos, interviews, and FAQs (to name a few), focus on providing something of value to the target market. In many cases, these types of content won’t even mention a company’s products or services.
What B2B Content Marketing Includes
Before we price it out, let’s take a look at what B2B content marketing includes. A well-crafted, professional content marketing plan will include the following:

SEO strategy
Content strategy + goal creation
Editorial calendar
Execution of SME Interviews
Copywriting and editing
Search engine optimization of copy and structure
Publication onsite or offsite
Organic promotion on B2B website, social media, newsletters, etc.
Paid promotion on social media, search ads, retargeting ads, etc.
Tracking, analysis, reporting

Let us be clear: drafting a blog here and there and posting it to a B2B website is not content marketing. That is blogging. What separates content marketing is everything listed above.
What Will B2B Content Marketing Cost?
The answer is that “it depends,” but can cover a range of prices. On a broad scale, a content marketing plan varies between $3,000 per month to $20,000+ per month, depending on goals, budgets, range of products/services, types of services, and more.
When considering the cost of a B2B content marketing strategy, realistically look at what a typical customer engagement is for your firm for the full client relationship. If you are looking to generate 10 quality leads a month for your software firm and the relationship value of each client is around $50,000, you won’t get the results you want by paying $2,000 a month for content marketing.
It’s also important to look at the real value of the professional B2B content marketing plan. You aren’t paying by the hour. Rather, you are getting the following:

A seasoned content strategist with SEO expertise
A skilled copywriter(s) familiar with your industry and the ability to effectively interview your subject matter experts (SMEs)
Management of a clear editing/approval process that is handled for you
A B2B website designer knowledgeable about user experience and conversion rate optimization (CRO)
A website developer, as needed in case something breaks or you want particular functionality
B2B marketing specialists who understand the nuances of selling/converting B2B products/services
Social media expertise of each platform and what type of content performs best on each
Advertising specialists who know how to maximize budgets and when to pull the plug if something isn’t working

Content Marketing Isn’t an Expense
In today’s competitive B2B landscape, content marketing isn’t an expense or a cost center. In fact, content marketing and B2B marketing, in general, tends to be a revenue generator. If you want more qualified, inbound leads, content marketing is your best bet for getting in front of prospects looking for your products and services.

What is Content Marketing & What Will It Cost Me?

Seasoned B2B marketers are turning to content marketing more and more to generate qualified inbound leads and nurture existing leads to improve close rates. While content marketing has been around for a little while, it can still be a bit murky to determine what is content marketing and what isn’t.
In this post, we’ll address what is B2B content marketing and what it costs.
The Difference Between Copywriting & Content Marketing
First, let’s address the difference between copywriting and content marketing.
Copywriting is creating marketing text that explains a particular topic. It takes into account tone, style, language, audience, and context. The primary goal of copywriting is to clearly explain features, benefits, and advantages. Professional copywriting is an integral part of a B2B content marketing plan.
Content marketing is a not just copy, it is a strategy that includes a range of mediums and channels that have the goal of attracting, generating, and converting inbound leads. The primary focus of content marketing is to educate. Copywriting is one component of a larger content marketing strategy, and in some cases is a small part of the strategy.
The Difference Between Web Copy & Content Marketing
Second, let’s take a look at what makes web copy different from other types of B2Bcontent marketing.
Web copy and content is focused on explaining what products and services a company provides, addresses the needs for those products/services, and communicates the company’s unique value proposition. In other words, B2B website copy is more promotional.
Content marketing, while often a key component of the sales process, is focused not on promotion but on education. Content marketing pieces, including blog posts, white papers, guides, infographics, videos, interviews, and FAQs (to name a few), focus on providing something of value to the target market. In many cases, these types of content won’t even mention a company’s products or services.
What B2B Content Marketing Includes
Before we price it out, let’s take a look at what B2B content marketing includes. A well-crafted, professional content marketing plan will include the following:

SEO strategy
Content strategy + goal creation
Editorial calendar
Execution of SME Interviews
Copywriting and editing
Search engine optimization of copy and structure
Publication onsite or offsite
Organic promotion on B2B website, social media, newsletters, etc.
Paid promotion on social media, search ads, retargeting ads, etc.
Tracking, analysis, reporting

Let us be clear: drafting a blog here and there and posting it to a B2B website is not content marketing. That is blogging. What separates content marketing is everything listed above.
What Will B2B Content Marketing Cost?
The answer is that “it depends,” but can cover a range of prices. On a broad scale, a content marketing plan varies between $3,000 per month to $20,000+ per month, depending on goals, budgets, range of products/services, types of services, and more.
When considering the cost of a B2B content marketing strategy, realistically look at what a typical customer engagement is for your firm for the full client relationship. If you are looking to generate 10 quality leads a month for your software firm and the relationship value of each client is around $50,000, you won’t get the results you want by paying $2,000 a month for content marketing.
It’s also important to look at the real value of the professional B2B content marketing plan. You aren’t paying by the hour. Rather, you are getting the following:

A seasoned content strategist with SEO expertise
A skilled copywriter(s) familiar with your industry and the ability to effectively interview your subject matter experts (SMEs)
Management of a clear editing/approval process that is handled for you
A B2B website designer knowledgeable about user experience and conversion rate optimization (CRO)
A website developer, as needed in case something breaks or you want particular functionality
B2B marketing specialists who understand the nuances of selling/converting B2B products/services
Social media expertise of each platform and what type of content performs best on each
Advertising specialists who know how to maximize budgets and when to pull the plug if something isn’t working

Content Marketing Isn’t an Expense
In today’s competitive B2B landscape, content marketing isn’t an expense or a cost center. In fact, content marketing and B2B marketing, in general, tends to be a revenue generator. If you want more qualified, inbound leads, content marketing is your best bet for getting in front of prospects looking for your products and services.

What is Content Marketing & What Will It Cost Me?

Seasoned B2B marketers are turning to content marketing more and more to generate qualified inbound leads and nurture existing leads to improve close rates. While content marketing has been around for a little while, it can still be a bit murky to determine what is content marketing and what isn’t.
In this post, we’ll address what is B2B content marketing and what it costs.
The Difference Between Copywriting & Content Marketing
First, let’s address the difference between copywriting and content marketing.
Copywriting is creating marketing text that explains a particular topic. It takes into account tone, style, language, audience, and context. The primary goal of copywriting is to clearly explain features, benefits, and advantages. Professional copywriting is an integral part of a B2B content marketing plan.
Content marketing is a not just copy, it is a strategy that includes a range of mediums and channels that have the goal of attracting, generating, and converting inbound leads. The primary focus of content marketing is to educate. Copywriting is one component of a larger content marketing strategy, and in some cases is a small part of the strategy.
The Difference Between Web Copy & Content Marketing
Second, let’s take a look at what makes web copy different from other types of B2Bcontent marketing.
Web copy and content is focused on explaining what products and services a company provides, addresses the needs for those products/services, and communicates the company’s unique value proposition. In other words, B2B website copy is more promotional.
Content marketing, while often a key component of the sales process, is focused not on promotion but on education. Content marketing pieces, including blog posts, white papers, guides, infographics, videos, interviews, and FAQs (to name a few), focus on providing something of value to the target market. In many cases, these types of content won’t even mention a company’s products or services.
What B2B Content Marketing Includes
Before we price it out, let’s take a look at what B2B content marketing includes. A well-crafted, professional content marketing plan will include the following:

SEO strategy
Content strategy + goal creation
Editorial calendar
Execution of SME Interviews
Copywriting and editing
Search engine optimization of copy and structure
Publication onsite or offsite
Organic promotion on B2B website, social media, newsletters, etc.
Paid promotion on social media, search ads, retargeting ads, etc.
Tracking, analysis, reporting

Let us be clear: drafting a blog here and there and posting it to a B2B website is not content marketing. That is blogging. What separates content marketing is everything listed above.
What Will B2B Content Marketing Cost?
The answer is that “it depends,” but can cover a range of prices. On a broad scale, a content marketing plan varies between $3,000 per month to $20,000+ per month, depending on goals, budgets, range of products/services, types of services, and more.
When considering the cost of a B2B content marketing strategy, realistically look at what a typical customer engagement is for your firm for the full client relationship. If you are looking to generate 10 quality leads a month for your software firm and the relationship value of each client is around $50,000, you won’t get the results you want by paying $2,000 a month for content marketing.
It’s also important to look at the real value of the professional B2B content marketing plan. You aren’t paying by the hour. Rather, you are getting the following:

A seasoned content strategist with SEO expertise
A skilled copywriter(s) familiar with your industry and the ability to effectively interview your subject matter experts (SMEs)
Management of a clear editing/approval process that is handled for you
A B2B website designer knowledgeable about user experience and conversion rate optimization (CRO)
A website developer, as needed in case something breaks or you want particular functionality
B2B marketing specialists who understand the nuances of selling/converting B2B products/services
Social media expertise of each platform and what type of content performs best on each
Advertising specialists who know how to maximize budgets and when to pull the plug if something isn’t working

Content Marketing Isn’t an Expense
In today’s competitive B2B landscape, content marketing isn’t an expense or a cost center. In fact, content marketing and B2B marketing, in general, tends to be a revenue generator. If you want more qualified, inbound leads, content marketing is your best bet for getting in front of prospects looking for your products and services.