What worked once doesn’t always work again. It happens!

For the last decade-plus, many complex B2B companies have counted on search engine optimized content to drive organic traffic (and leads) to their websites. But as search engine algorithms have evolved, and the number of companies competing for search traffic have grown exponentially, it’s become more and more difficult to rank organically.

According to research from Content Marketing Institute, 62% of survey respondents cited creating content that appeals to different stages of the buyer’s journey as a major challenge.¹ And that was just one difficulty, with achieving consistency with messaging and differentiating their products from the competition among other notable challenges in the report.¹

At the same time, companies who’ve only recently jumped on the inbound marketing train often only consider brand awareness or product-focused keywords as a means of attracting visitors. Creating helpful content that aligns with the buyer’s journey as well as content that goes beyond simple products and brand awareness is possible with a complete SEO content strategy in play. 

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