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B2B marketing that talks “Outside-In” not “Inside-Out”

A few weeks ago, a colleague forwarded a post — “Better SEO through Integrated Content Marketing,” by Scott Fasser — that was on the Optify blog in 2012.

In the post, Scott recognizes that SEO is no longer a separate tactic but an integral part of B2B marketing strategy. He discusses four essentials to maximizing SEO. These include effectively using personas, which I discussed recently in “Personas: They’re not just for B2B marketing anymore.” He covers the importance of addressing all B2B marketing buy cycles, as well as the long list of the social media elements that are now part of any successful SEO initiative.

One point, however, was something I knew but had never seen presented in such a clear and definable way. That was his advice to “Talk Outside-In vs. Inside-Out.”

Here are the highlights of his important point:

“How you talk about yourself and market yourself dramatically impacts how well you are found via organic channels — especially SEO. If your website is driven by a brand perspective that creates new phrases to describe what you do that is unique to your communication, you are not creating a true differentiation in your product, but new words to describe something that prospects don’t understand.

Marketing AutomationA major marketing automation company has positioned themselves as a provider of ‘Revenue Performance Management’ software. This term could mean many different things to different functional perspectives, but the core term for this category of service is marketing automation. ‘Revenue performance management’ has about 590 searches in Google in North America per month while ‘marketing automation’ has 14,800. This tells us that marketing automation is a better known term and more people are looking for this type of solution than ‘revenue performance management.’

The lesson here is to review your current and future messaging from the point of view of a persona that does not know about your brand, focus on true differentiation/value proposition and create content that they will understand without needing an explanation. Finding that balance between pushing new concepts and terms vs. serving the market where it exists today is an important input into your content marketing planning.”

This point was strongly supported in an SEO copywriting training session I attended. It presented the background on Google’s SEO algorithms and why it’s important for top positions in Google to use the terms that customers are using. This is the same in all B2B marketing copy and messaging.

To truly connect with customers, it’s essential to use the words and phrases that they know and to always speak from their point of view.