How to make your B2B brand heard via voice content marketing

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A successful marketer is the one who thinks of the future. Voice content marketing is the future of content marketing and B2B marketers need to realize it’s importance sooner.

Voice search is constantly growing and it has been estimated that by 2020, 50% of all searches will be voice search. These are big numbers and you simply can’t reply on text based marketing to generate more leads and sales.

As displayed in the graph above, voice search queries are longer than text searches so here are some ways through which you can revamp your existing content marketing strategy for voice search:

Target Conversational and Question Keywords

Voice search is based on conversational and question keywords. The concept is fairly simple. In the case of a conversational search query, the user enters a voice command into the search engines and the engine responds back with an answer. Similarly, in the case of a question based query, user asks a question and the engine responds back with some information and a link to the site where more information can be found.

An example of a such type of search query is given below:

The search engine query processors looks at the whole string of words to understand the entire context and returns an human like answer.

In order to be successful in B2B based voice content marketing, it is important for the marketers to prepare a list of conversational keywords that users are most likely to ask.

Tools like Google suggest and Answer the Public can be of great help in order to prepare a list of conversational keywords that B2B users ask when they are searching with voice.

Moreover, you can use sites like Quora, LinkedIn and Reddit to find common questions that B2B prospects ask. Also, the Google Assistant Help section is a great place to have an idea regarding what you can ask Google. Get your site ranked for such keywords for maximum brand visibility and conversions.

Optimize For Featured Snippets

Google presents direct answers to the user queries with the help of featured snippet. These are also known by the name “answer boxes”.

There are 3 prominent types of featured snippets as provided below:

  • Paragraph where the answer is given in a block of text that is bolded.

  • List where the answer is presented in the form of a list.

  • Table where the answer is given in a table.

It is important to note here that answer boxes are provided for informative search queries where people are looking for more information. The answer boxes do not show up for local or shopping related queries.

Hence, in order to power up your voice content marketing efforts, you need to create informative content having comprehensive details related to the search query that can be easily picked up by Google. Presenting the content in a step by step manner using explanatory videos is a great way to do that.

Leverage The Power of Schema Markup

Use proper schema markup for every content piece you create as this will help the search engines to better understand what your content is all about and display them directly in the search results. This certainly helps to improve CTR.

For a more detailed explanation of the types of schema data that you must use in your content, read this guide to structured data straight from Google. Usdif you don’t promote your content across targeted channels. I recommend you to use content marketing automation and lead generation tools in order to expand your brand presence across all channels.

Establish buyer personas and build a community around your engaged audiences. Remember social sensitivity is a skill for marketing success so use it wisely. Use a data framework and leverage the power of personalized content marketing to reach prospects.

Moreover, Webinars have always been a powerful marketing tactic for any B2B marketer. You can conduct Q&A sessions with prospects or existing customers and generate your next piece of content accordingly. This resource from ClickMeeting lists all the essentials of running a successful live Webinar.

Give a Boost to Your Local Business Presence

Claim your business listing on Google and Bing and ensure you use a consistent NAP (Name, Address and Phone Number) across all channels. Create content pieces that links to your local business and use review management tools like ReviewTrackers to have your business reviews collected and organized in one central place. This will give a boost to your local business presence.

Optimize Your Content For Mobile

Google has already said that 20% of its mobile search queries are voice search based. Mobile voice search is more likely to be used for location related search queries.

Follow the below steps to have optimized mobile friendly content on your site based on conversational search queries:

* Ensure the videos are playable on smart devices. Adopt a mobile-first approach to video.

* Keep the content scrollable and allow lesser clicking wherever possible because clicking becomes challenging on mobile.

* Use shorter paragraphs and simple sentences that are easier to read on mobile devices.

* Have a responsive website.

* Offer a step-by-step guidance to the problem mentioned in the conversational search query.

* Analyze the behavior of audiences browsing your site on mobile devices. Identify how much time they spend on your site and which content do they like the most? Adapt your strategy accordingly based on the inputs.

* Include proof elements in your content.

The key takeaway here is that you must optimize your content for mobile and ensure your important landing pages can be crawled by Googlebot mobile.

Optimize For People Also Ask (PPA) Boxes

You must have seen People Also Ask boxes in the SERP often. These boxes suggest users questions that are closely related to their main search query. An example is provided below:

When you are optimizing for voice searches, it makes sense to create content for each of the queries mentioned in the PPA boxes related to your money keyword.

All you need to do is to install MozBar and click on On page optimization. MozBar will display a full list of related keywords for the selected webpage. Evaluate which keywords you can use in your content marketing strategy. Moreover, you can use SEO Book’s Keyword Density Checker to identify keywords that top ranking pages have in common and use those keywords in your targeted webpage.

Promote Your Content Intelligently

No strategy is successful, if you don’t promote your content across targeted channels. I recommend you to use content marketing automation and lead generation tools in order to expand your brand presence across all channels.

Establish buyer personas and build a community around your engaged audiences. Remember social sensitivity is a skill for marketing success so

use it wisely. Use a data framework and leverage the power of

personalized content marketing to reach prospects.

Moreover, Webinars have always been a powerful marketing tactic for any B2B marketer. You can conduct Q&A sessions with prospects or existing customers and generate your next piece of content accordingly. This resource from ClickMeeting lists all the essentials of running a successful live Webinar

Conclusion

The structure and presentation of content matters a lot for voice content marketing. Ensure your content offers strong relatedness to the target user intent. Follow the strategies discussed in this article and target B2B prospects based on their persona.

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Joydeep Bhattacharya

Joydeep Bhattacharya is the author of the popular SEO blog, SEOsandwitch.com and has been a digital marketing evangelist for the past 8 years. He is a certified Google Adwords and Analytics expert who helps brands take their online presence to the next level.