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The average blog post takes almost 20 hours to create and costs $900 to produce. And yet, 60-70% of B2B content sits unused, meaning that the hours and dollars poured into 60-70% of your content efforts are — I hate to say it — pretty much wasted resources.
The fact that most B2B content is going unused isn’t necessarily an issue with the quality of your content. Rather, it’s a matter of improving your content’s discoverability within your blog or resource center so that more people can find your content as they make their way through the buyer journey.
Too many B2B marketers are dumping their content into experiences that simply aren’t optimized for discoverability, often because they’re organized to the benefit of the marketer as opposed to the end-user. Marketers are neglecting the fact that people don’t go out of their way to seek content — rather, they seek answers. Your content comes into the scene when people are searching for information.
So, how can you improve your content’s discoverability within your blog or resource center?
Content silos occur when a piece of content leads to an outcome that is irrelevant, or doesn’t involve your content or your brand. The main issue with the “silo-ification” of your content is that it causes dead ends in your engagement path. Instead of encouraging your reader or end-user to continue to follow the engagement path formed by your content, they hit a wall (or worse, fall into a hole of obscurity).
Content silo-ification can happen in a few ways. If you’re grouping your content together by format (e.g. your resource center menu is sorted by eBooks, blog posts, and videos) as opposed to topics, you’re siloing your content. Or, let’s say you’re sending your inbound traffic outbound, perhaps to watch a video on YouTube. In doing so, you risk losing your audience to a content dead end caused by cute cat videos.
Avoid content silos by thinking holistically about your content, and considering how people are actually going to find and consume your content.
Now that you understand the importance of avoiding content silos, it’s important to break down your potential content silos by organizing your content in a strategic and meaningful way.
Of course, there are a number of ways you can help visitors easily discover your content — by including a search bar, internal links, and using a content recommendation engine, for instance. Strategic organization allows for more entry points into your content and provides a more relevant guiding framework that can help your potential buyers discover the content they need from your content mix as they make their way across the buyer journey.
Consider organizing your content by topic, vertical, persona, segment, or account — whatever makes sense for your organization and your content goals.
Avoid organizing your content by type or format (to avoid siloing your content), as well as by date. Letting your content pile-up by date is just as harmful to your content’s discoverability as creating content silos because you risk burying your perfectly good evergreen content beneath your newer content. People aren’t necessarily always looking for your newest piece of content, as great as it may be.
CTAs are also key to improving your content’s discoverability, but only if they provide a logical and relevant next step.
CTAs that leverage context can massively improve conversion rates and, consequently, propel your audience further down their engagement path. For instance, at Uberflip, we tested a CTA to download an eBook on content marketing metrics in two different streams of content. One stream contained a random assortment of eBooks, and the other contained a variety of resources focused on content marketing metrics. The CTA converted at 14.9% in the eBook stream, and at 34.5% in the content marketing-focused stream.
This goes to show that more relevant your next step is, the more likely that your end-user will take it and discover more of your great content.
As entertaining as “Where’s Waldo” might be, it’s not a game that you want your end-users to be playing when they enter your blog or resource center. The answer they’re looking for should be right in front of them, and it should encourage them to return to your content and continue to discover.
Avoid content silos, organize your content strategically, and include relevant and contextual CTAs, and you’ll be well on your way to improving your content’s discoverability.