Online optimization is usually associated with natural or organic search engine optimization (SEO). Optimizing your marketing content around keywords or phrases is the first step in your content marketing strategy. After all, that’s how your prospects and customers will find your blog and/or Web site.
However, there is another strong reason for optimizing your marketing content that has nothing to do with SEO. I am referring to optimizing customer engagement in B2B marketing.
Why is it important? Because B2B and industrial buyers tend to be more sophisticated in the use of online content in making their decision over the entire buying cycle. BtoB marketers need to create and deliver content that is relevant to those searching for their solution while mapping it to the prospect’s buying cycle.