Content marketing is nothing new to B2B companies, but how do you prioritize topics and keywords for SEO? Here are a few ideas to get you started.
Leverage Paid Search CPC Data
One thing I’ve always factored in when planning for B2B writing is paid search CPCs.
The reason for this? I believe that the CPC is correlated to intent, and since many B2B purchases have high AOVs, keywords that are likely to yield conversions tend to be higher priced.
Paid search marketers will bid up keywords that are turning into qualified leads or transactions, so you can generally make the assumption that the higher the CPC in a given sector, the higher the propensity to drive high AOV purchases, quality or conversion.
