Tag: content

AI vs. Traditional SEO: Is Your B2B Marketing Strategy Ready for the Shift?
Search is evolving faster than ever. With tools like ChatGPT, Google Gemini, and Perplexity leading the way, search engines are no longer about matching keywords to queries—they’re about understanding intent, context, and delivering meaningful answers.

For B2B marketers, this evolution signals one thing: Adapt or fall behind.

The Changing Face of SEO

Traditional SEO, built on keywords and backlinks, is facing a challenger in AI-driven search. LLMs (Large Language Models) like ChatGPT interpret complex, conversational queries, providing responses that feel more human and relevant.

But this does not mean giants like Google and Bing are stepping aside. Instead, they are evolving alongside these tools. For B2B marketers, the real opportunity lies in embracing this transformation and creating strategies that align with both traditional and AI-enhanced search engines.

Harnessing the Power of AI in B2B Marketing

AI tools like ChatGPT, Gemini, and Perplexity are not just disrupting search, they are opening new doors for B2B marketers. Here’s how:

ChatGPT
- Generate high-quality, intent-driven content that resonates with your audience.
- Build conversational chatbots and FAQs that enhance engagement and user experience.
Google’s Gemini
- Optimise for AI-enhanced search rankings with content tailored to how Gemini processes queries.
- Refine SEM campaigns using Gemini’s AI insights for smarter targeting.
Perplexity
- Craft content that answers nuanced, context-driven questions for deeper relevance.
- Enhance discoverability by structuring content to align with Perplexity’s advanced search algorithms.
Evolving Your SEO Strategy: Practical Steps

Here’s how B2B marketers can stay ahead:
1. Focus on Intent, Not Just Keywords: Understand the “why” behind user queries and craft content to meet that need.
2. Create Conversational Content: Use AI tools to produce natural, engaging, and conversational copy.
3. Embrace Voice Search: Optimise for natural language queries and featured snippets as voice search adoption grows.
4. Leverage AI for Efficiency: Streamline content creation and optimisation with tools like ChatGPT and Gemini.
5. Stay Agile: Monitor AI-driven algorithm updates to adjust your strategies in real time.
Looking Ahead: The Future of SEO in an AI-Driven World

The rise of AI in search does not mean traditional SEO is dead, it is being redefined. As B2B marketers, the key is to evolve alongside these changes. Build content strategies that are user-focused, contextually rich, and tailored for a world where search is increasingly intelligent.

Will AI take over traditional search? Or will it complement the giants like Google and Bing? The answer lies in how we adapt.

What’s your take on AI’s role in the future of search? Let’s discuss in the comments.
November 29, 2024
Weekend Digital Media Round-Up: Meta introduces Facebook Reels API, YouTube Outlines New Monetization Program, Snapchat Rolls Out 4 New Features & More…

1.Meta introduces Facebook Reels API for desktop and web publishers

Meta has introduced the Facebook Reels API, an enterprise solution API that enables the sharing of Reels to publicly available Facebook Pages from a desktop or web-based application. [Source: Social Samosa]

2. YouTube Outlines New Monetization Program for Shorts Creators

YouTube has announced that it will provide more direct monetization options for Shorts creators, which could make YouTube the platform of choice for more creative talent. [Source: Social Media Today]

3. Snapchat introduces new features, including Snapchat for Web

Snapchat has rolled out 4 new features for the users that will make conversation on the app faster. This includes Chat Shortcuts, Question Stickers, and more. [Source: Social Samosa]

4. The Famous’ Flying Car Start-up’ By Google’s Co-Founder Is Wrapping Up, and Here’s What’s Next

Larry Page, who happens to be Google’s Co-Founder, is shedding light on how his famous flying car start-up is winding up and sharing more insight on what could possibly be next. [Source: Digital Information World]

5. Meta Adds New Tools to Help Promote Emerging Creators on Facebook

Creators are Meta’s big focus right now, and specifically, providing more ways for creators to build their audiences (and reliance) on both Facebook and Instagram. [Source: Social Media Today]

6. Microsoft Launches its First Major Update for Windows 11, and it Includes Some Big Changes

Microsoft has started rolling out its first major update for Windows 11, and it definitely includes some major upgrades for the company’s most recent version of the PC system. [Source: Digital Information World]

7. Facebook introduces Collaborative Ads for local delivery

Brands can use Collaborative Ads to reach high-intent shoppers while driving traffic and sales to their retail partner’s site, app or store. [Source: Search Engine Land]

8. YouTube Announces New’ Creator Music’ Platform to Facilitate Music Licensing Deals

YouTube’s looking to make it easier for creators to use music in their video clips with a new ‘Creator Music’ element within YouTube Studio. [Source: Social Media Today]

9. Google Streamlines Ad Creation Process

Google is rolling out several updates designed to streamline the process of creating ads with multiple extensions. [Source: Search Engine Journal]

10. Google launched additional support and troubleshooting for Consent Mode

Advertisers can access their Consent Mode status on the conversion summary page in their Ads account. You’ll be able to tell right away whether Consent Mode is properly implemented. [Source: Search Engine Land]

September 23, 2022
Weekend Digital Media Round-Up: Google’s Digital Tool for Small Scale Businesses, Pinterest Highlights Freedom of Expression, Augmented Reality is More Used For Shopping & More…

1.Google Releases New Digital Tools Aimed to Assist Small Scale Businesses

Google is on a mission to participate in Europe’s Small Scale Business Week by launching an array of features designed to provide great value in assisting small firms and running in the business game again. [Source: Digital Information World]

2. Pinterest Launches New Campaign to Highlight Freedom of Expression in the App

Pinterest is launching a new promotional campaign in which it looks to further distance itself from its social network roots, by framing Pinterest as a more positive space. [Source: Social Media Today]

3. Augmented reality is being used for shopping more than playing games or Snapchat filters

Augmented Reality (AR)is moving beyond the confines of Filters and practical jokes. AR might be more significant, and practical as it can be used immediately, and its use could add some enrichment and importance to your daily life. [Source: Digital Information World]

4. Google Outlines New Process for Creating 3D Models from 2D Pictures

The internet has evolved, and connectivity along with it, visuals have increasingly become the key element that stands out, and grabs user attention in ever-busy social feeds. [Source: Social Media Today]

5. Bluehost Unveils Easy WordPress Ecommerce Solution

Bluehost announced a new WordPress eCommerce solution that simplifies creating the store with a point & click interface. [Source: Search Engine Journal]

6. Snapchat Adds New Engagement Features, Announced Expanded Launch of Snapchat for Web

Snapchat has announced some new features to enhance in-app engagement, while it’s also now making its web-based platform available to all users. [Source: Social Media Today]

7. Google launched support for Performance Max campaigns in ad scripts

Scripts are set up using JavaScript code and allow advertisers to make broad changes to accounts without managing them manually. [Source: Search Engine Land]

8. Meta Adds ‘Community Chats’ on Messenger as it Searches for New Ways to Prop Up Falling Engagement

Meta is rolling out a new way to encourage more engagement stemming from Facebook Groups, via a new Community Chat option that’ll facilitate topic-based discussion groups within Messenger. [Source: Social Media Today]

9. Twitter Rolls Out Revamped Spaces With Podcasts For All Of Its Blue Subscribers

Twitter is opening the feature up to all of its Blue subscribers that have an iOS device which will give them a chance to get the right feeling of podcasts, Spaces, and even the best audio stations out there. [Source: Digital Information World]

10. YouTube Adds New Vertical Video Conversion Elements as it Leans into Short Form Video

YouTube is looking to help advertisers align with evolving video consumption trends by testing out a new process that automatically reformats landscape video ads into square or vertical playback. [Source: Social Media Today]

September 16, 2022
6 Digital Content Consumption Preferences Of A Classic Consumer

With the evolution of technology and increasing digital literacy, the way we consume content has evolved. For brands, this has become an opportunity to create content for engaging customer experience. The growth of digital content consumption is driven by the proliferation of different content formats consumed. As digital content consumed by the new-age customer is on a rise and so is the consumer’s preferences and expectations.

Here are 6 new-age consumer preferences for viewing and sharing content:

1. Sharing on social media

Although there is a general love-hate relationship between social media and users due to privacy issues, most millennials and Gen Z look to social media when they wish to share, promote or simply browse through content. With social media platforms such as Facebook offering a host of engagement options in the form of multiplayer games, live cast, an online marketplace, its billion+ users are spending countless hours every day on Facebook.

2. Engaging with podcasts

Consumers have a new voice. Quite literally. Be it a political podcast or a podcast listing new fashion trends, consumers are finding it easier to learn more about something they are interested in by simply downloading digital audio files of their favourite podcast. The ease of downloading the files coupled with the ability to listen to them anytime, anywhere appeals to digital content consumers.

3. Seeking help from voice technology

Whether it is Alexa, Siri or Cortana, more and more users are turning to voice technology such as voice assistants and smart speakers to help them through the day. Making calls, playing a song from your music app or knowing the traffic situation in your city has all beco

me the work of advanced AI in the form of voice technology. Century old conventions such as reading a newspaper have become “old news” with Alexa playing the daily news for the consumer on request.

4. Preference for personalisation

A generic email from a consumer’s favourite e-commerce clothing store isn’t going to receive any acknowledgment from the consumer. However, a tailored response or email, for example, stating the name of the consumer, is more likely to engage the consumer.

At the same time, there’s a caveat- too much personalisation may unsettle the consumer as they prefer a certain hold over their personal information and value confidentiality.

5. Disengaging with poor quality content

In this day and age of instant gratification, consumers do not like waiting for a video to load. Quick to load and high- quality videos are preferred. Another pet- peeve for consumers is content that is not optimised for the particular device; for example, consumers will be annoyed with a website that is not optimised to be viewed on a mobile. Consumers are spoilt for choice which means that they can easily switch content if the interface is not user-friendly or the content is dissatisfactory.

6. Expansion of reality

Immersive gaming is being taken to a whole new level with consumers investing in VR sets. Augmented reality is the ‘escape’ people need, and high-quality VR and AR wearables are providing the consumers just that.

With billions being pumped into creating digital content and digital content delivery platforms, consumers have no dearth of options. They choose, like, dislike, and move on quickly, making the digital content space a uniquely fast-paced, diverse, and competitive universe.

December 19, 2019
How to Integrate Content and Social Media Strategy
Having a robust social media strategy is essential to develop awareness for your brand. Awareness should lead to popularity and a solid social media strategy enables brands to create platforms where they get to engage with their customers. Social media is a two-way conversation and not just about sharing links on Facebook, Twitter or Google+.

To have an effective social media strategy, you must also have a pretty good content strategy because what will drive social media engagement is if your content is engaging.

For example, if a brand’s Facebook or Twitter feed is known to be funny or known to make comments on contemporary affairs (think of ‘Amul’ and its cheeky comments on current events), then social media users will flock to the brand’s Facebook page or Twitter feed expecting some funny comments.

Developing a Good Content Strategy

Content strategy is dependent on your business vertical to a certain extent. However, there are some common rules of the road that should be followed.
- Keep in mind the nature or the uniqueness of the specific social media platform in mind. Facebook and its users are different than Twitter and Twitter users. So, your content for your Tumblr blog has to be different than for Pinterest and your Facebook posts need to differ from tweets.
- What is common to all the different social media platforms is that your content should be interesting. How to make something interesting is a question with multiple different answers. If you are in the pizza delivery business, you can focus on all the different varieties of pizza and share mouth-watering photos of the same. Many brands resort to puns to drive user engagement. It can be a challenging strategy to depend on puns or funny one-liners as you would then need a constant supply of good one-liners which will require a good creative team which has a good understanding of the psychology of social media demographics and users.
- Unobtrusive advertising in its many avatars is the new way to build a brand — whether it’s a YouTube video of “20 strangers kissing” that turns out to be a clever marketing campaign or a Twitter-record-shattering Oscar selfie starring a bunch of Hollywood celebrities. Brands should try to come up with the next viral video that will attract a million views on YouTube like the clever mash-up of Game of Thrones and House of Cards created by Quiznos.
Content Marketing Tactics

The content marketing battle will need to be fought on many fronts. Businesses should choose any or all of these tactics depending on the suitability of these tactics in meeting their ultimate goal.
- Blogging — blogs are becoming increasing important for many different reasons. Blogs can be a repository of good quality content and FAQs and help guides for customers. Blogs can be optimized to appeal to search engines. Most customers resort to search engine queries to find out about products and having a good blog will ensure that such potential users will be directed to your business. Original content has become even more important after the Google Penguin and Panda updates which sought to highlight original content and which are designed to remove sites from search results that resort to various manipulative techniques such as stuffing a site with backlinks. Such “black hat” SEO techniques are no longer effective and will severely damage a site’s search engine ranking.
- Choosing Wisely — whether a business should focus on a YouTube channel or on sending updates via newsletters depends on the type of business. For businesses that are large enough, they need to go for both. If you sell a product that is a bit complicated to assemble or operate, then upload a YouTube video tutorial explaining how to assemble or operate it; then share the YouTube video on social media channels. Email marketing is great if you want to send out coupons or special offers on a weekly basis or built around popular events throughout the year.
LogicSpeak:

Finally, businesses have to be savvy enough to use analytics tools to keep track of the success of various online marketing campaigns. Smart brands will learn from their own and other brands’ successes and how to avoid those embarrassing social media blunders such as the person who handles the company’s Twitter account inadvertently sending out a personal photo to all the followers on Twitter. Have a strategy in place to deal with those inevitable errors. Apologize for genuine mistakes and brands have even been known to take advantage of their embarrassing mistakes on social media and turn the error into an advantage.

Previous Post: Going mobile with Ecommerce
May 14, 2014
Content Curation and Content Marketing

The rise in popularity of content marketing has also witnessed a concomitant increase in content curation. But content curation has to be done smartly. It’s not just about creating a blog post that has a bunch of links and auto-generated summaries. Ideally, it should be a blog post with mostly original content accompanied by curated links. These links must be present to acknowledge the source of the content. However, to get the most plaudits from the search engines, these links must point to high quality sites. Make sure that the post adds value to the reader. When the reader appreciates it, he will feel inclined to share it on social media and the quantity and frequency of shares across social networks is a factor in Google’s search rankings.

A great content marketing plan in 2014 has to include a content curation strategy as well. After all, nobody can be omniscient. If you have got a great many people who look forward to your Facebook posts and tweets, you have to provide them with both great original content as well as great curated content. You might additionally syndicate some content. Only about a quarter of the content is curated according to research conducted by Curata. The curated content is typically distributed via shares on social media, shares on blogs, and shares via email newsletters. Most marketers share curated content via their favorite social media platforms. Blog posts are a great way to share curated content where you link to other content such as articles and opinions posted by others.

Social media is by definition sort of an obsession with those who use it. If you want to use content curation as an integral part of your social media strategy, you have to be obsessive about social media just like your audience. People typically log in to their favorite social media platform multiple times in a day. So, to maintain a continuous contact with your audience, you have to post more than once daily on Facebook and Twitter. If you become irregular in posting content, then your audience will lose interest and stop depending on you to get them the content they love.

You do not have all the time in the world to find great content. So, you need content curation tools that will save you time finding great content. Some great tools include Storify which lets you create a summary related to a single event or topic. For example, an expert might send out a series of tweets related to a single topic. You could Storify that series of tweets so that all the tweets are stored in a single Storified location. You can Storify an event or topic by including tweets, Facebook updates, pictures, videos and more.

Similarly, with List.ly, you can create a list that includes text, images or video. You can take the help of your community to help curate a list for you. You can use Bundlepost to collate content based on your chosen keywords. You can then import this content into Hootsuite and deliver as per your schedule. Paper.li lets you create your own online newspaper. How cool is that! You choose what sources you want, and set filters on those sources and voila! A paper is produced which you can share via Twitter and so on. There are more tools out there that serve different needs.

To summarize, content curation is a key weapon in the arsenal of a content marketer. What examples of content curation can you think of from the top of your head? What about Maria Popova and her Brain Pickings newsletter, Twitter feed, Facebook page and Google+ page? That’s a great example of how to make a success of content curation.

Previous Post: SEO 2014 Vs. 2013 Trends

March 21, 2014
Curating content for social media channels
As the digital marketing world is abuzz with content and employing the right content marketing strategy a.k.a content curation as it is popular known as. For preparing content for curation, you need to bear in mind some key points which could assist you to stay on the right track. Remember getting the entire strategy right is long term involving social media and hence cannot be achieved in a few days or in a few weeks.

To begin with here is how you will get the right content for the right channel?
- Identify and analyze your audience – Depending upon your products and services, you should be able to figure out the type of audience the content is likely to attract and vice versa. This means you should gauge what type of content will engage your audience in the best possible manner.
- Content Sharing – Understanding the requirement of the audience is very essential. You should be able to pick up a couple of topics which are definitely going to be useful to the viewers and engage them effectively. The content sharing bag should be a mix of information which is purposeful and interesting to know about. It is crucial that the content curator should carry a tag which is identifiable with his/her expertise in that particular area – labeling himself/herself as a critic, an expert, a professional etc works wonderfully when stating the authority of the writer.
- Quality Content – As a content curator, your aim should be to dish out impeccable quality content. Once the readers begin to appreciate your content, it is likely to be more shared and re-shared; attracting more clicks, recommendations and even support, which is very much desired. Remember, your intention is to offer useful and genuine content and create a lasting impression in minds of the readers.
- Be consistent in curating – Well, you need to be active on a regular basis as this helps you to stay visible in the limelight within the circle of like minded people. Also, make it point to share relevant content and you can stand by what you state. If you are an expert in handling small and mid size businesses, stick to them. No point in talking or relating to large corporate entities to which you are never close to.
- Content Sharing through personal level – When sharing content through social media and other channels, remember it is ‘YOU” in the picture and not your corporate entity. Social media is associated with interactions amongst individuals at a social level and not with corporate logos/brands. Simultaneously, you should be aware of the various channels through which the content is curated or shared. It is essential to spread out this content in the right manner for maximum viewership and benefits. Mind you, content can be spread over various other channels such as through emails, web and across social networks.
- Social Networks – Popular social networking websites as Google Plus, Facebook, Linkedin and Twitter are frequently visited in large numbers by active users, by default become the best channels for propagating content. In fact, these networks enjoy live viewership and accelerate the content sharing process. This strategy works well with brands that are out to capture large audiences.
- Web Based Content Channels – Most popular ones like storify, scoop.it, paper.li, are ideal for sharing within a smaller audience. If you choose these channels, it is important to stay active and supplement the same through third party sources for enhancing the engagement figures. Be careful not to keep talking all by yourself but instead get third party followers through likes and shares which subtly reflect your authority and expertise. In fact, the content curated by you should encourage subscriptions which will help you increase to your target base to a great extent.
- Content Curation through Email – This initiative could be followed at a secondary stage wherein followers receive daily/regular emails relating to the stories shared within your social network. This works provided you have an established base of followers and enjoy an active presence across social networks.
Most of the followers believe in the mantra ‘Find something good, share it’ which they follow with great intent. This certainly helps them in curating content in the best possible manner.

LogicSpeak:

Though seemingly simple, content curation requires insight into nature or subject of business you are promoting, key understanding of the audience which you already have or are likely to have. It involves organizing and sharing purposeful information which relates an authentic and trustworthy entity.

Previous Post: Tips on how to prevent Google from indexing a section of your website
December 24, 2013

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