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7 Big Enterprise Content Marketing Strategies You Need To Know

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7 Big Enterprise Content Marketing Strategies You Need To Know


It’s easy to publish content.

It’s a lot harder to publish content that drives ROI and provides value to your target audience.

On February 16, I moderated a sponsored webinar presented by Katie Greenwood, Sr. SEO Manager at Conductor.

Greenwood showed the ins and outs of creating an effective enterprise content strategy that leads to conversions, not bounces.

Here is a quick summary of the webinar. To access the entire presentation, complete the form.

7 Steps To Improve Your Enterprise Content Strategy

Organic traffic accounts for 53% of all website traffic.

Even though your brand’s name recognition can bring in some clicks, you still need to consider your SEO and content to maximize your presence.

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In 2022, organic, SEO-driven content will be an even more important metric for your site and its success.

Step 1: Bring SEO In House

Have a dedicated SEO and content strategy team at every step in the customer journey.

If you’re an enterprise brand, this team should consist of more than one person.

Compared to agencies, in-house teams are more equipped to respond to new information and implement new plans faster.

This is because they have direct access to other internal teams and a dedicated time spend.

In-house teams know your customers, their challenges, and most importantly, each other.

This level of familiarity helps create content that sells and converts.

Step 2: Include SEO At All Stages Of The Content Process

Don’t just bring SEO in at the end, just before publishing.

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Instead, ensure that all marketing team members have a solid understanding of SEO.

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This way, every stage of your process is driven and informed by organic search best practices.

Be sure to include SEO education for your social team, your content writers, your developers – whoever may have a hand in creating content for your site.

[Discover SEO Education Strategies] Instantly access this webinar →

Step 3: Expand Your Competitor Lists

You know your overarching business competitors, but do you know your content competitors for every stage of the buyers’ journey?

They may be completely different.

Knowing your competitors at each level will help you pivot your content creation at each step.

Step 4: Meet Your Customers At All Stages Of Their Process

Create early-stage content that helps your customers answer their most beginner questions about a topic.

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Create middle-stage content that can help make comparison questions easier.

Create late-stage content that helps complete the buyers’ journey more efficiently.

[See Buyer Journey Content Examples] Instantly access this webinar →

Step 5: Focus On Branded Content

Other companies are likely talking about you if you are an enterprise brand.

Make sure you show up for and own your brand name keywords, especially when it comes to supporting articles about your products.

You want to control the conversation about yourself.

Step 6: Pay Attention To Result Types

Tailor your content strategy to the result types that make sense for your keywords.

If your target keywords are all “People Also Ask” results, make sure your content contains Q&A content.

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If your keywords display videos on SERPs, make videos.

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[Find Out How To Make Video Content] Instantly access this webinar →

Step 7: Track. Everything.

Small changes can have significant impacts on an SEO brand.

Ensure you have automated methods to track content strategies for your site and regular reports for updates.

Understanding your data will help you share wins and enable you to go back and fix campaigns that didn’t work.

Setting up tracking for your KPIs before starting your project sets you up for success.

[Learn Tools You Can Use] Instantly access this webinar →

Remember, it’s always ok to reassess and try again.

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If your campaigns are not working out the way you want, these are six tips you can implement now.

And the most crucial resource in enterprise SEO?

It’s teamwork.

Make sure that you empower your team with education and tracking.

That’s the biggest key to having a successful enterprise content strategy.

[Slides] 7 Big Enterprise Content Marketing Strategies You Need To Know

Here is the presentation:

7 Big Enterprise Content Marketing Strategies You Need To Know from Search Engine Journal

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Join Us for Our Next Webinar!

2022 SERP Feature Trends & Tips For A Better SEO Strategy

Facing tough competition in the SERPs? Curious about SERP features and which ones you can benefit from?

Learn about the latest SERP feature trends, how to get them, and how they can power up your SEO plan in our next webinar on February 23 at 2 p.m. ET.


Image Credits

Featured Image: Paulo Bobita/Search Engine Journal

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On-Page SEO Or Link Building?

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On-Page SEO Or Link Building?

Today’s Ask an SEO question comes from Taha in Chicago, who asks:

My question is on ecommerce SEO. Currently, I am working as an SEO Executive for an ecommerce brand. They have zero content on the site and their total backlink profile is around 1,000 links (which is nothing compared to competitors).

Which area should I focus on first in order to rank category pages? Should I go for the content and on-page optimizations or create backlinks to compete with my competitors’ profiles?

Taha, great question.

The short answer is: you should start with content and on-page optimization.

Now, let me give you the long answer, which applies to more than just the category pages you mentioned.

Start With On-Page SEO

Backlinks are important and we know they are part of the ranking algorithm.

However, you must have optimized content on the website so the search engines know what to rank your website for.

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Below is a brief checklist on what to focus on in terms of on-page optimization before you start investing time in link building.

1. Determine Your Keywords & Themes

If you haven’t already, spend some time identifying your keywords.

Go from broad to narrow as you create your list, but keep in mind that relevancy is the most important consideration.

Even as you identify broad terms, though, they should still be targeted and relevant to your categories and products.

When I do keyword research, I like to brainstorm first and then expand my seed list using tools, such as Semrush, SE Ranking, or SpyFu.

Once I have built my list, I will then prioritize it, generally in three categories: Priority 1, Priority 2, and Priority 3.

You will need to assign keywords to the pages on your website, which is referred to as keyword mapping and will help you avoid keyword cannibalization.

After you have finished this process, it’s time to optimize your pages.

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Keep in mind that it is common to have 2-3 primary keywords per page, and several secondary keywords.

2. Optimize Your Pages

When you are optimizing your pages, focus on your title tags, heading tags (especially H1s), body text, and image alt attributes.

Even though the meta description doesn’t play much of a role in ranking, you should optimize it as well.

There are best practices to follow when optimizing, which you can find in The Complete Guide to On-Page SEO.

Here’s a pro tip: Use Google Search Console to identify if the search engine is already recognizing your pages for relevant queries.

The Performance Report in Google Search Console will show you the queries for each page.

If any of these queries look like good keywords, or maybe they’re already on your list, focus on those keywords when optimizing the associated page.

You might update the page title and/or H1 to include the keyword(s).

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You might even look for opportunities to weave the keywords into the body text more, but don’t ever stuff keywords. The content should read naturally.

3. Add Relevant Content

Adding optimized content is critical no matter the type of website – and ecommerce is no exception.

Since you mentioned category pages in your question, I will focus on recommendations for that type of content.

First and foremost, know that category pages present a lot of opportunity to add text.

However, a lot of companies are hesitant about adding too much text on category pages because they believe it will take away from the shopping experience.

The good news is there are creative ways to add optimized text without being too intrusive.

Target.com provides a good example.

The following is a screenshot of the Baby Gifts category.

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When you scroll to the bottom of the page, you can see optimized text with an expendable option (i.e. Show More).

Screenshot from Target.com, June 2022

TheCompanyStore.com provides another example of category content that also includes FAQs.

ecommerce category optimization company storeScreenshot from TheCompanyStore.com, June 2022

In both examples provided, a website visitor can still easily scroll through the products as they make their way down the page.

The content contained toward the bottom of the page is good for optimization purposes, but also helpful to the visitor.

Review + Refine

One final note: After you have optimized your pages, always be on the lookout for opportunities to improve.

That is where the pro tip I provided can help.

Be in the habit of monitoring the performance of your pages and make updates, as needed.

More resources: 


Featured Image: Andrey_Popov/Shutterstock

Editor’s note: Ask an SEO is a weekly SEO advice column written by some of the industry’s top SEO experts, who have been hand-picked by Search Engine Journal. Got a question about SEO? Fill out our form. You might see your answer in the next #AskanSEO post!

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