B2B content strategy for SEO and beyond [Podcast]

Great content can be a powerful tool in the B2B world.

Understanding how it will benefit your company and what SEO strategies you should use is key.

Kameron Jenkins, content lead at Shopify and former Botify and Moz content marketer, joined me on the SEJ Show to discuss content marketing strategies in the B2B world and how great content can help with SEO and multiple marketing channels.

You’ll gain insight into the most important factors to consider when considering a B2B content strategy.

Search-focused inorganic content is one type of content, but it’s not the only type of content. That’s not the only thing content can do. Content is a tool – it’s a means to an end. It’s like how you apply it.— Cameron Jenkins, 20:05

I’ve found from my personal experience that really good content marketers can learn almost any topic and get promoted very quickly.– Cameron Jenkins, 13:54

We start with the product and its features, that’s how we build the theme. Basically, everything we talk about can be connected to a product in some way, shape or form.– Cameron Jenkins, 25:49

[00:00] – About Kameron and what attracted her to Shopify.
[04:49] – Connection between online and offline Shopify.
[07:26] – How is Kameron’s day-to-day content and how she builds the team.
[12:00] – Challenges in finding writers.
[15:06] – How to establish and communicate expectations with stakeholders.
[19:45] – Does Kameron look for success metrics outside of SEO?
[25:37] – The importance of the customer and buyer decision journey in your content.
[27:22] – What are the benefits of battle cards.
[32:04] – Differences in content strategy between small and large companies.
[39:56] – How to update old content.
[43:56] – How to identify content decay.
[45:53] – What is the content brief?
[48:20] – Important content marketing strategy considerations for small companies.
[53:31] – Tips for integrating vertical targeting into your content strategy.

Mentioned resources:
Gong – https://www.gong.io/
Article by Cameron on SEJ – ​​​https://www.searchenginejournal.com/author/kameron-jenkins/

It is very important to prioritize refreshes. I’ll dive into the keywords that we lose the most position to in this article. – Cameron Jenkins, 41:49

Searching can be very difficult at times. Patience is a virtue, but patience doesn’t always have a place at the dinner table.—Loren Baker, 15:23

What we’re doing here is not just helping you rank, but closing every lead you get from a variety of different sources.—Loren Baker, 23:58

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Connect with Cameron Jenkins

Kameron Jenkins is Head of Content at Shopify. In her previous roles, she was Director of Brand, Content and Communications at Botify, SEO Wordsmith at Moz, and VP of SEO and Content Strategy for a digital marketing agency serving local and multi-local businesses across the country.

In her experience, Kameron loves any opportunity to talk about SEO, content strategy, and digital marketing. Add topics on local business SEO, and addressing organizational challenges/opportunities.

​​Connect with Kameron on LinkedIn: https://www.linkedin.com/in/kameron-jenkins/
Follow her on Twitter: https://twitter.com/Kammie_Jenkins

Contact Search Engine Journal founder Loren Baker:

Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker