Webinar on how B2B marketers can drive better content marketing performance with a "Best Answer" content marketing strategy. Includes examples, case studies and practical tips. Presentation by Lee Odden, CEO at TopRank Marketing in partnership with BuzzSumo.
25. @leeodden
Best Answer
Topic (BAT)
BAT
BAT
BAT BAT
BAT
BAT
SEO/SEM
Social Networks
Content Marketing Industry Media
& News
Advertising
Create & Publish Findable, Useful
Content Where Your Customers Are
Influencers
26. @leeodden
Buying
Stage
Keywords Social Topics Content Type
Awareness broad trends blog, webinar, social
Interest category investigative video, white paper
Consideration comparison demos
feature comparison,
reviews, case study
Purchase transactional referrals buyer guide
Retention tips best practices FAQ, how to, support
Advocacy supporting participation buyer community
Buyer – “Ted”
• Pain Points
• Goals
• Interests
• Triggers to Buy
Balance Topic Demand/Relevance with
Buyer Stage to Inform Content Topics
Buyer Insights > Keyword & Topic Research > Content Creation & Optimization
54. @leeodden@buzzsumo #bestanswerbuzz
Best Answer Content Plan: Awareness
Date Type Title Category Buy Cycle Audience
Topic/
Keywords
Influencers Social Topics Media Promote Repost
1/1/19 Blog Post
When should a
small businesses
Invest in accounting
Software?
SMB Awareness SMB
SMB, invest,
software,
accounting
Bob Smith,
Jane Doe
Tips on
investing in
accounting
software
Image,
Video
Social,
Email,
Influencers,
Social Ads
Newsletter
1/3/19
Guest Post:
Real Estate
Today
Real Estate Broker’s
Guide to Accounting
Software
Verticals:
Real
Estate
Awareness
SMB, Real
Estate
Brokers
SMB, Real
Estate,
Accounting
Software
Jane Smith
CPA
Account tips
for real estate
brokers
Image,
Diagram
Social ,
Newsroom,
Newsletter
Cross post to
company
blog