Marketing is changing faster than ever. AI is reshaping workflows and content strategy, budgets are tighter, attribution needs to be crystal clear, and more companies are competing for the same audiences. This is especially true in highly technical industries like cybersecurity, where buyers want real expertise, real insights, and proof that you understand their challenges.
Most marketing teams lack the technical expertise to produce content that resonates with a technical audience. They need subject matter experts (SMEs) who understand the complexities of the industry. Yet according to the Content Marketing Institute, 33% of marketers say getting time with SMEs is their number one blocker to producing effective content.
In cybersecurity, this challenge is magnified. Two-thirds of organizations report talent shortages, and half of cybersecurity professionals expect to burn out next year. With fewer experts carrying heavier workloads, getting their time for content creation becomes increasingly difficult.
Companies that figure out how to tap into SME expertise will win in the long term. Let's explore practical frameworks for collaborating with SMEs to create content that's both accurate and engaging.
Using SMEs in content creation establishes trust between your brand and your audience. This is especially critical in technical fields where credibility determines marketing success.
For marketers without technical backgrounds—which is most of us—finding confidence in your content can be challenging. As Maria Velasquez, Chief Growth Officer and co-founder of Cybersecurity Marketing Society, puts it: "As a marketer, you usually have a hard time finding confidence in your content if you don't come from a technical background. And let's face it, most marketers don't."
In a world where AI creates "sameness," SME-driven content provides a critical differentiator. When everyone can produce generic content with a few AI prompts, the unique insights from your technical experts become invaluable.
When technical buyers see content that resonates with their daily experience and challenges, they're more likely to trust your solutions. This authenticity builds credibility that generic content simply cannot match.
If you have internal SMEs, identify which ones are best suited for content collaboration. Are they on the product team? Engineering team? Do they prefer being on camera or writing blogs?
For organizations without the right technical talent in-house, build an external bench. "I'd find a freelancer," recommends Velasquez. "There are plenty out there that are marketers, true marketers. They understand content strategy... There are those marketers out there that are also technical and understand cybersecurity."
Develop a diverse bench of talent with different expertise and content preferences. Velasquez advises: "Why not have a bench of different types of talents and skills? Because of course there's bandwidth, there's availability."
Look for self-identifying SMEs within your organization. Velasquez notes: "Sometimes they self-identify and they say, yeah, actually, I love writing about that or I love writing technical blogs... Or they just write on their own and just say, hey marketing, by the way, I wrote this. I didn't know what to do with it. Do you want it on the website?"
Another effective strategy is building relationships with team leaders in technical departments. These leaders can often recommend team members who would be well-suited for content collaboration.
When engaging with SMEs, start small and be mindful of their time constraints. Overwhelming them with an entire year's content strategy is a common mistake that can damage the relationship before it begins.
Instead, set realistic expectations with manageable requests. Start with a one-time collaboration and if they enjoy it, they'll likely return for future projects.
A video-first approach yields the most content from a single session. From one webinar, you can create blogs, social media snippets, and cheat sheets—maximizing their time investment.
Be clear about time commitments. Velasquez suggests asking for "a couple hours once a quarter" with the promise that you'll make the most of their limited time.
Build authentic relationships through casual interactions and personal connections. These relationships make SMEs more likely to prioritize your requests.
Many SMEs want to build their personal brand, and as Velasquez notes, "marketing is that perfect vehicle" for them to do so.
When sitting down with an SME, preparation is key. Don't begin by asking them what to write about—come with data, audience insights, and trending topics that align with their expertise.
Focus on topics they're already passionate about and familiar with. When SMEs discuss subjects they genuinely care about, the content becomes more engaging and authentic. Consider topics they've previously presented on at conferences or internal meetings where they already have developed thoughts and confidence.
The most valuable content often comes from capturing authentic "day in the life" insights that can't be found through a simple Google search. Velasquez shares an example: "If they say, 'I am so stressed from the amount of alert fatigue that I get from my security tech stack over the weekend, and it's prevented me from having good quality time with my family.' That's marketing content right there."
These emotional realities of your target audience create compelling angles for your content. "We are selling to humans. Sure, we're in B2B, but it really is human behind that computer screen," Velasquez reminds us.
As buying committees expand in technical fields, consider developing content for different stakeholders. If your analytics show CFOs downloading ROI-focused content, develop more content targeted to financial decision-makers. This might mean engaging with financial SMEs in your organization.
Once SMEs have contributed to your content, ensure they see the impact of their time investment. Internal marketing is crucial for showing appreciation and demonstrating results.
Create regular communication channels to highlight SME contributions, whether through internal newsletters, Slack updates, or team meetings. These efforts not only show appreciation but also help SMEs build their internal reputation.
When possible, connect their content contributions directly to business outcomes. As Velasquez puts it: "Shout out to so and so. Thank you for helping us on the webinar. We had this many attendees and the sales team was able to book two meetings from that. I mean, look, you tie it to revenue. That's gold right there."
Avoid common mistakes that can damage SME relationships. Don't overwhelm them with requests, waste their time with poorly planned sessions, or fail to follow through on content they helped create. Remember that their primary responsibilities lie elsewhere.
Building a sustainable cadence for SME engagement ensures long-term success. Be clear about time commitments, follow through on your promises, and make the collaboration as efficient and painless as possible.
In an AI-driven world where generic content is increasingly easy to produce, SME-driven content provides a crucial differentiator. As Velasquez puts it: "If they can find what's in your content with a simple Google search and everybody else is writing the same thing, then it's not valuable." Successfully engaging SMEs requires understanding their preferences, respecting their time, building authentic relationships, and showing appreciation for their contributions. Remember that even in B2B marketing, we're ultimately selling to humans, and the authentic experiences of your SMEs create connections that generic content cannot match. Start building your SME relationships today—the future of your content strategy depends on it.
Let's face it: case studies matter more than ever in B2B marketing. Recent research shows that 80% of B2B buyers look at case studies while researching purchases—making them one of the most powerful tools for winning new business. But here's the challenge: while most companies know they need customer stories, many struggle to create them consistently and effectively.
"I actually don't love the words case study because I think it's a bit dated and I think it's become so diluted from the academic world and it conjures up this bias of like, well there's this one very specific format," Klettke explains. The first step to improvement? Start thinking about customer stories that capture real transformation. This shift in mindset opens up possibilities for creating varied, channel-specific content that resonates with different audience segments throughout their journey.
The biggest barrier to creating effective customer stories isn't a lack of success stories—it's a lack of infrastructure. Most companies, regardless of size, don't have dedicated programs or clear accountability for customer story creation. Instead, they rely on a reactive approach where marketing is tasked with producing case studies on demand, without the necessary foundation for success.
Think of it like telling one player on a basketball team to "just go do a dunk" without any supporting plays or team coordination. Just as in basketball, customer stories require teamwork and strategy to execute effectively.
The most successful companies treat customer stories as the natural byproduct of strong customer relationships rather than isolated tasks. They build systems that make these stories inevitable, not occasional.
The key to transitioning from ad-hoc to always-on is developing a strong Standard Operating Procedure (SOP). Here's what your SOP should include:
As Joel Klettke explains, "no smart marketer sits down and goes, okay, I think I just need a blog post about anything. You've got to have some sort of overarching strategy that ties up and rolls up into business KPIs. That's why you're doing it. Otherwise you're just making noise and bashing a keyboard." Consider these strategic approaches:
Instead of reactively responding to every request, build a proactive story pipeline aligned with your organization's strategic goals. This approach ensures you're not just creating content—you're creating assets that drive business results.
Success in securing customer participation starts long before you make the request. Here are key principles for increasing your success rate:
"People publish these things once and forget about them and it's like driving a Ferrari only on Sundays. Like you bought the thing, you made the investment, use it," Klettke points out. Here's how to maximize their impact:
"The companies who are going to win are going be the companies who realize, they can steal our features, they can poach our people, they can copy our design, they can mimic our messaging, the one thing they can't take away from us that are ours to lose are our advocates, our customer stories," explains Klettke.
The companies that will win are those that make customer advocacy a strategic priority. But remember: a poorly told customer story benefits no one. Focus on authentic narratives that put the customer's transformation at the center.
By building the right infrastructure, taking a strategic approach to story selection, and maximizing the impact of each story, you can create a sustainable engine for generating compelling customer stories that drive growth.
The time to prioritize customer stories is now. Start by documenting your process, opening dialogues with other teams, and treating these stories as the valuable assets they are. Your future pipeline will thank you.
Here's a quick exercise: Take a look at your competitors' ads. Now remove their logos. Can you tell them apart? If you're like most B2B companies, probably not. This striking similarity in B2B marketing isn't just a missed opportunity – it's a weakness in an increasingly competitive landscape.
While many B2B marketers focus on optimizing channels and tweaking conversion rates, they're overlooking one of the most powerful tools: storytelling. And contrary to what you might think, this isn't just fluffy marketing speak. Recent research has shown that storytelling in B2B advertising has an even stronger effect on C-level decision-makers than on other buyers, particularly in building trust and fostering long-term brand advocacy.
Think of your customer journey as a story – because that's exactly what it is. From the first touchpoint to the final sale, you're not just moving prospects through a funnel; you're engaging them in a narrative about transformation and possibility.
High-funnel brand touchpoints – whether they're bus shelter ads, digital campaigns, or conference presentations – act as your story's "book cover." They're not meant to tell the whole tale but to intrigue and invite your audience to learn more. As Tara Ramroop, Director of Content Marketing at Braze, explains, "It's like the blurb that you see when you're kind of shopping for something to read. Or maybe you weren't shopping for it at all... but there was something about it – the brand, the tagline, the copywriting, the voice – that drew you in."
But here's where many B2B companies falter: they start strong with brand awareness, jump straight to the hard sell, and leave a massive gap in between. The result? Sales teams complaining about tepid leads and prospects who aren't ready for conversations. When this happens, it's often because the story didn't make sense – the chapters were out of order, or worse, missing entirely.
Traditional B2B marketing follows a familiar pattern: company blog → CTA → gated asset → sales funnel. While this approach has worked in the past, it's becoming less effective as buyers grow more sophisticated and their journeys more complex.
The solution isn't to abandon these tools but to rethink how we use them. Instead of leading with what we want to say, we need to start with what our audience needs to hear. This means taking an audience-focused approach rather than a content-focused one.
"Companies always have something to say," Ramroop notes, "but it doesn't do service to the story that is connective or inspiring to lead with yourself." The key is demonstrating that you understand what keeps your prospects up at night and showing how you can help them work better, live better, and lead better.
Modern B2B purchases rarely involve a single decision-maker. Instead, you're typically dealing with a buying group – a cast of characters, each with their own concerns, priorities, and perspectives. The IT manager, marketing director, and legal counsel might all be involved in the same purchase decision, but they're looking at it through very different lenses.
This is where deep audience analysis becomes crucial. Instead of segmenting purely by demographics or firmographics, focus on understanding behaviors, desires, and pain points. What keeps each stakeholder up at night? How do they collaborate with others in their organization? What does success look like from their perspective?
The phrase "operationalizing storytelling" might sound like an oxymoron, but it's essential for scaling your narrative approach. This means establishing processes and systems that help you tell consistent, compelling stories across all touchpoints.
Some key components include:
Tools like Asana for project management, a robust digital asset management system, and analytics platforms like GA4 can help you manage and measure your storytelling efforts. However, remember that the tools themselves matter less than having everyone aligned on using them consistently.
If you're thinking this all sounds great but impossible to implement with your current resources, take heart. You don't need perfect conditions to start improving your storytelling strategy. Start small, measure what works, and build from there.
Begin by analyzing your current content performance. What stories are resonating with your audience? Where are you seeing engagement drop off? Use these insights to inform your next steps, and don't be afraid to get scrappy with your implementation.
Remember, you can build your storytelling infrastructure while maintaining your current marketing operations. As Ramroop advises, "Crawl, walk, run. You'll get to a place where you'll have your process and it runs like clockwork, and then you can tweak that process as you go."
In today's B2B landscape, standing out means more than having the right features or the best price. It means telling a story that resonates with your audience on both rational and emotional levels. By taking a systematic approach to storytelling while maintaining flexibility and creativity, you can create marketing that doesn't just inform or persuade – it inspires.
Start by examining your current customer journey. Where are the gaps in your story? Which chapters are missing? Then, begin filling those gaps with content that demonstrates genuine understanding of your audience's challenges and aspirations. Remember, the goal isn't just to tell any story – it's to tell the right story to the right person at the right time.
When it comes to B2B marketing success, personalization isn't just a buzzword – it's a proven strategy. According to McKinsey, 77% of B2B companies that implement personalized experiences see an increase in market share. Yet many organizations struggle to effectively segment their markets, particularly in the B2B space where the rules of engagement differ significantly from B2C.
While consumer marketing can often rely on broad demographic data and personal preferences, B2B segmentation requires a more nuanced approach. Today's B2B buyers expect personalized experiences that speak directly to their unique challenges and pain points. But how do you deliver that personalization at scale while avoiding the pitfalls that derail many segmentation efforts? Let's explore a practical approach to industry segmentation that drives real results.
The B2B landscape presents unique challenges that make traditional segmentation approaches less effective. First, the decision-making process is inherently more complex than in B2C. Instead of convincing a single consumer, you're often dealing with multiple stakeholders, each with their own priorities and concerns.
Adding to this complexity is the reality of smaller audience sizes. While B2C companies might target millions of potential customers, B2B markets often consist of much smaller pools of qualified prospects. This makes traditional statistical approaches to segmentation less reliable and requires a more focused strategy.
Then there's the "95-5 rule" – a fundamental principle of B2B marketing that states only 5% of your potential market is actively looking to buy at any given time. This means your segmentation strategy needs to account for both immediate opportunities and longer-term relationship building.
Finally, B2B products themselves tend to be more complex, often requiring different approaches for different use cases. A solution that works perfectly for a small business might need significant modification for an enterprise client, even within the same industry.
Before diving into complex segmentation models, smart B2B marketers start by understanding the natural segmentation that already exists within their business. Take Bill, a financial operations platform, as an example. They serve two distinct markets: direct companies and accounting firms. These audiences solve similar problems using the same software but in fundamentally different ways.
This natural segmentation often emerges from how sales teams operate. Sales professionals instinctively adjust their approach based on company size, industry, and specific use cases. As Rick Golan, SVP of Growth Marketing at Bill, notes, "Sales will naturally segment in order to best communicate with, best set expectations for, and best sell the product that you have."
Company size frequently serves as a proxy for needs and complexity. A manager at a 2,000-person organization has very different requirements and decision-making processes compared to a small business owner. These natural divisions provide a foundation for more sophisticated segmentation strategies.
Success in B2B segmentation requires balancing rigorous data analysis with real-world sales insights. While large organizations might have teams of PhDs analyzing customer data, smaller companies often rely more heavily on sales team feedback and market testing.
The key is adopting an "explore and exploit" methodology. This means continuously testing different segments while being ready to double down on opportunities that show promise. The story of Divi (now part of Bill) illustrates this perfectly. While the platform wasn't initially built for accounting firms, the team discovered through market exploration that it solved a crucial pain point for accountants and their clients. This discovery led to a highly profitable segment that might have been missed with a more rigid segmentation approach.
To identify and validate segments effectively:
Once you've identified your key segments, the challenge becomes creating targeted messaging that resonates without crossing into what customers might perceive as "creepy" territory. According to research from Smarter HQ, 63% of consumers would stop purchasing from companies whose marketing feels too invasive.
One common challenge is the homepage dilemma – how do you speak to multiple audiences through a single asset? Rather than forcing visitors to self-identify through "Are you X or Y?" buttons, consider a "choose your own adventure" approach. Present key benefits and features that naturally appeal to different segments, allowing visitors to gravitate toward what matters most to them.
Small networks often provide the best opportunities for targeted messaging. When you can speak directly to the specific challenges of a niche industry or role, word-of-mouth marketing – still the most powerful driver of B2B growth – happens naturally.
Implementing effective segmentation requires the right tools and approaches. Popular options include:
The key is working closely with sales teams to identify momentum and amplify success. As Golan puts it, "Great creative work is born out of constraints," and specific segment targeting provides the perfect constraints for creating impactful marketing.
Remember to balance personalization with accuracy. While tools can help identify company characteristics, being wrong about personal details can damage credibility. Instead, focus on business challenges and industry-specific needs that resonate even if some assumptions are slightly off.
Effective B2B segmentation isn't about perfect data analysis – it's about taking action on insights and continuously refining your approach. Start with your natural business segments, validate them through sales team feedback, and test messaging in small networks before scaling.
Remember: "You can't hyper-segment your homepage," but you can create targeted experiences that speak to specific business challenges. Focus on understanding and solving real problems for defined segments, and the results will follow.
The key is to stop overthinking and start testing. Connect with your sales team, identify opportunities, and move quickly to exploit them. In B2B marketing, success often comes from finding and serving smaller networks exceptionally well rather than trying to be everything to everyone.
SEO is facing its biggest change in 15 years. With AI summaries and LLMs taking over parts of search, traditional metrics need a complete rethink. The surprise? Flat or declining traffic numbers may signal success in 2025.
"If it's not expensive, time-consuming, or taking resources, it won't provide value for SEO," says consultant Nick LeRoy. While traffic drops from AI and LLMs taking market share, revenue often stays stable or grows. "It's hard to pay electric bills with sessions."
Take HubSpot - their blog traffic fell from 10 to 2 million monthly visits. Yet this doesn't spell failure. Instead, it shows better targeting and engagement with their core audience. Companies succeeding in 2025 focus on quality traffic that converts, not just high numbers.
The era of mass AI-generated content is ending. While some brands still succeed with volume, engagement metrics increasingly determine rankings. Companies need to invest in fewer, better pages that truly serve their audience.
Some brands still create content like "motivational quotes for Tuesday" followed by "uplifting quotes for Thursday" with CTAs for complex B2B software. This approach brings traffic but few results. The winners in 2025's search environment focus on content that connects directly to their products and services.
Smart companies now start with messages, not channels. They understand their audience's needs first, then create content that works across their entire marketing mix. This approach means:
Large Language Models are changing how we optimize content. Like early SEO practices, brand mentions on authority sites matter more than ever. But LLMs present new challenges:
Forward-thinking companies are moving SEO teams to product development instead of marketing. This structural change:
The shift reflects SEO's evolution from a marketing tactic to a core business function. SEO professionals now influence product development, ensuring search optimization is built into products rather than added later.
Traditional channel-based metrics are becoming obsolete. Modern companies need new frameworks that:
SEO teams need dedicated testing budgets, just like paid search teams have had for years. As one marketing leader noted, "If you know your audience well, you know they'll love something even if it's new."
Successful innovation in SEO requires:
Companies often hesitate to innovate in SEO because they can't predict exact returns. But waiting for perfect forecasts leads to inaction. The key is balanced risk-taking backed by solid audience understanding.
To succeed in the new search environment:
Companies that win in 2025 will focus on quality over quantity and real business results over traffic numbers. They'll:
The fundamental goal remains unchanged: connect the right people with the right solutions when they need them. But the path to success now requires deeper investment in quality, understanding, and integration across the business.
Remember LeRoy's key insight: if maintaining your traffic levels in 2025 means you're actually growing your real impact. Focus on building value for your audience, and the metrics that matter will follow.
Marketers have a lot going on in 2025.
Marketing budgets are at an all-time low post-pandemic. At companies feeling especially strained, what little budget remains is controlled by a CFO whose concern is for immediate ROI instead of long-term strategy.
Search is undergoing its own metamorphosis as AI continues to dominate SERP results and Google pushes out more algorithm changes than ever before. Gartner predicts that search engine volume will drop 25% by 2026 as audiences turn to AI chatbots and social platforms for information.
To sum up, marketers are expected to do more with less budget, grow at the whims of Google, and learn how to use AI while also combatting AI.
The response to the chaos is to focus on the core tenets of marketing–aligning our messaging to the audience and our CTAs to a robust full-funnel strategy.
Brands that will reach their audience across the entire funnel know that a message is more important than the channel through which it is sent.
Dollar Shave Club (DSC) came onto the scene in 2011 with a pioneering direct-to-consumer subscription model for high-quality razors delivered monthly for just a few bucks. The startup's messaging positioned themselves as the long-sought-for alternative to overpriced razors loaded with gimmicky features. DSC was scrappy, smart and spoke directly to their audience’s desire to save money.
Unilever bought DSC in 2016 for $1 billion cash, surely with intentions to turn the brand into a profit machine. But Unilever misunderstood DSC’s audience.
DSC was cool precisely because it wasn’t part of a massive conglomerate. Its audience loved a rugged brand born out of a viral YouTube video that offered them an alternative to $35 shaving kits.
But all that Unilever could see was the sexy world of commercials. In 2019 Unilever produced a new video for their brand DSC, inviting men and women of all kinds to “join the club.” Actually, Unilever made a slew of commercials with the same deadpan style as the 2011 hit that made DSC go viral. But it wasn’t shirtless bodybuilders squeezing shampoo bottles or sphynx cats in a shave butter heaven that made DSC successful. Okay, well kind of.
DSC subscribers love funny videos. But if the funny video doesn't have the right messaging, it still misses the mark. Unilever was too focused on channels to really understand the audience and message that DSC customers were so fanatical about.
In an effort to maintain profit margins in retail, Unilever expanded DSC’s offerings to include products such as hair cream, cologne, face moisturizer, and sunscreen. But these products cost anywhere from $10-50.
The same customer that wants quality razors for just a few bucks isn’t going to spring for a $50 bottle of cologne.
In 2023 Unilever sold their majority stake in DSC after seven fumbling years trying to grow their profit margins.
Don’t be Unilever. Know your audience. Listen to them. Create messaging that speaks to their core desires and don’t be distracted by flashy new channels.
That last part is the trap. "Flashy new channels" are usually demand channels in their prime — which means they're also the channels that will plateau, saturate, and eventually stop delivering. Udi Ledergor, former CMO at Gong, warns that every demand channel has a lifespan, and brands that build their entire growth engine on today's working channel are building on borrowed time. This short video captures what it looks like when a channel stops working — and what smart teams are already doing about it.
Something is happening to the marketing funnel. It’s waist? The core middle section that holds all those essential organs? Itty bitty. Hourglass. Nearly invisible for far too many brands.
Top of funnel content is fun! It’s exciting, it’s new, it’s engaging. Bottom of funnel strategy gets the bulk of the resources. “Leads leads leads,” we hear the CEO chanting as we ask for more SEO spend. And the mid-funnel? Forgotten.
Developing a strong mid-funnel strategy is the most crucial effort that marketers can make to increase engagement in 2025.
Mid-funnel content is the heavy hitter—or it should be—in helping your audience to trust you, become true experts in the solutions that can address their problem, and feel prepared to make a decision. This is where your audience wants to hang out.
B2B buyers are self-navigating their way to purchases. They’re not including sales people; they’re doing extensive research on their own. The brands that deliver robust early and mid-funnel content to these B2B buyers will win engagement and ROI.
A report published by Demand Gen reveals that B2B buyers consider the following to be characteristics of early- and mid-funnel content memorable enough to warrant a sales call:
The report also identified interactive content as important in the mid-stages of the buyer’s journey. This content can look take many forms, but respondents prefer:
Build mid-funnel content that allows your audience to do the research that they want to do anyway, but with you.
Ever read an article with a title like “Ten Motivational Quotes for a Tuesday” only to be hit with a “try our complicated SaaS platform” CTA?
All over the internet we’re seeing bottom-of-funnel CTAs slapped on top-of-funnel content. It’s jarring.
In 2025, engagement will hinge on how well marketers align their CTAs with the specific stage of the buyer’s journey.
Marketers should judge every single CTA against two factors: value and relevance.
First, a CTA should continue offering value to your audience. They should get something or learn something that continues to guide them on their journey and help them solve their problem.
Second, a CTA needs to be relevant to the content it appears with. A motivational quote article doesn’t need a CTA for a demo, but maybe a CTA for a productivity guide? That’s closer.
CTAs should mirror the knowledge and intent of your audience. Ask yourself this: if I were engaging with this content what would I want to know or do next that would get me closer to a resolution? That’s your CTA.
Successful marketing strategies employ multiple CTAs, each tailored for their audience’s specific needs at each stage in the funnel.
If marketing is undervalued, brand marketing is the poster child for it. Convincing leadership to lend a budget for top-of-funnel awareness plays can feel impossible in the face of a recession scare.
But marketers know the truth: having a strong brand protects performance dips in every other channel–especially organic and paid.
A strategic brand campaign can have massive ROI that rolls in new business for a long time after the campaign concludes.
One of the most overlooked brand channels is already built into your product. Former Slack CMO Bill Macaitis explains why every free user is quietly acting as a member of your marketing team, spreading awareness and pulling your brand into new organizations. This short video breaks down why your free users may be your most underutilized marketing asset.
Back to the earlier point about the mid-funnel, building strong mid-funnel strategies and CTAs along the full funnel mitigates some of the risk of investing in top-of-funnel brand marketing. Put in different terms, if you want the buy-in for your top-of-funnel dream campaigns, build the mid-funnel first and connect the dots for upper leadership.
A brand marketing campaign should not be a drop-off.
Create a journey. Make your upper-funnel content work for you by hooking your audience on valuable content that logically follows through a whole network of truly useful resources and touch points.
If we had published this article even a year ago it may have felt elementary. Of course we need mid-funnel and multiple CTA. Of course we need to focus on messaging that hits home with our audience!
But in 2025, it feels necessary to re-center on these core tenets of building a brand that audiences trust.
This year we're giving you the tools to succeed by digging into the strategies that top B2B leaders use to turn marketing challenges into meaningful wins. Subscribe wherever you enjoy podcasts.
Let's talk about gated content - you know, those forms you have to fill out to get an ebook or whitepaper. It's 2025, and B2B marketers are still divided on whether it's the right way to go. Some say it's essential for generating leads, while others argue it just frustrates potential customers. But maybe we're getting caught up in the wrong debate. Instead of arguing about whether to gate content or not, shouldn't we focus on creating exchanges that actually work for both sides - our businesses and our audiences?
"It is so easy to grab onto that pendulum and let it swing over into 'I'm just delivering leads,'" Jonathan Riemer, Director of Global Content Experience at ServiceNow. This mindset often leads to gating everything in sight, with success measured solely by form fills rather than genuine engagement or audience value. The opposite extreme – removing all gates – might work for retail or smaller B2B companies with instant-purchase products, but enterprise solutions require a more nuanced approach.
The reality is that most B2B organizations need some way to identify and nurture potential customers. However, the traditional "gate everything" approach increasingly fails to meet modern buyer expectations. The key lies in understanding when information exchange makes sense and when it creates unnecessary barriers.
Consider this scenario Riemer presents: Someone's kitchen sink is spewing water everywhere. Do they want an immersive 3D experience explaining water valve mechanics, hidden behind a form? Of course not – they need immediate, actionable information to solve their crisis. "When you're trying to solve a basic problem that someone has, you don't form it," Riemer emphasizes. This principle applies broadly across B2B content strategy: When addressing immediate, critical needs, remove the barriers.
Once you've solved the immediate problem, you've earned the right to offer additional value. Want contacts for reliable plumbers in your area? That might be worth a form fill. Interested in DIY plumbing tutorials? That could be gated content too. The key is solving the initial problem first, then offering relevant, valuable next steps.
When you do gate content, it needs to feel special. "News organizations are probably at the forefront of figuring out how to create content that is digital still, but feels special enough to warrant someone giving information," Riemer observes. "Shame on us from a B2B standpoint not to consider that as well. Some things should be free, some things are 'no, if you want to find this out, you're going to have to give me something for it.'"
This is where the concept of "agentic content" comes into play. Imagine allowing users to specify not just their contact information, but their preferred format for consuming content. An HR executive at a medical institution might prefer their insights in PowerPoint format for an immediate presentation, while another user might want an in-depth PDF report for careful analysis. Modern AI makes this level of personalization possible and increasingly expected.
Artificial intelligence is transforming how we think about content delivery. New tools can convert long-form content into various formats – from podcasts to presentations – while maintaining quality and relevance. This isn't about replacing human content creators but augmenting their capabilities to serve audiences better.
"From a content strategy and experiential standpoint," Riemer explains, "if I don't know how you prefer to engage with me and get information from me, the power of being able to say, 'Hey, tell us how you would prefer to consume this fantastic information' – that's where AI is going to be so amazing and incredible for demand generation."
"When people fill out a form in the B2B world," Riemer notes, "they are admitting that they're getting ready to have someone, a door-to-door salesman come to them and interrupt them... That's why people put false information or never put their phone number." The solution isn't to abandon lead capture but to create more valuable, less intrusive follow-up experiences.
For mid-funnel content, focus on clear communication of value before asking for information. "Make sure that whatever it is that is inspirational or threatening thing, you have clearly communicated that there are answers and next steps for it," advises Riemer, "and not something wishy-washy."
When deciding whether to gate content, consider these key factors:
Looking ahead, AI agents will play an increasingly important role in content delivery and personalization. "That's where AI is going to be so amazing and incredible for demand generation," Riemer predicts, "is to respect our audiences better and provide them the information that they want in the formats that they want."
These AI team members can help:
"Know that if someone is truly interested in finding out more about your products and solutions... they will not be afraid to give you information," Riemer emphasizes. The key is earning that trust through consistent value delivery and understanding your audience's needs.
The future of gated content isn't about choosing between all or nothing – it's about creating intelligent, value-based exchanges that benefit both parties. As AI continues to evolve, we'll see more sophisticated approaches to content delivery and personalization.
The most successful B2B marketers will be those who master this balance, using technology to create personalized experiences while respecting their audience's time and attention. The question isn't whether to gate your content – it's how to create enough value that your audience gladly opens the gate themselves.
In 2025 and beyond, the winners won't be those who collect the most form fills, but those who create the most valuable, trusted relationships with their audiences. By focusing on value first and using technology to deliver it effectively, we can transform gated content from a necessary evil into a welcome exchange of value.
It's almost time to kick off Mastermind 2024 and we're excited to see you all in Park City very soon! Below are event details, including travel info, a packing list, and agenda.
If you haven't already taken our 5-minute Mastermind Welcome Survey, please click here to fill that survey promptly.
We have prepared an in-depth agenda for Mastermind—check it out HERE. Everything kicks off with registration opening at 11am on Tuesday, November 19th and Lunch being served at 1pm.
Arrival: If you're flying in, you will be taking a Lyft ride from the Salt Lake City Airport up to Park City. Each attendee has one Lyft voucher to travel from the Salt Lake City Airport to Pendry in Park City. The Lyft pickup area is located in the middle traffic lane on the ground level outside of the terminal (follow signs as you exit the terminal). To use the voucher, make sure you have the Lyft app installed on your phone and an account created. Go to https://lyft.com/lp/97THRIDE and log in to your Lyft account to add the voucher using code 97THRIDE. You will then see a Lyft Pass called "Mastermind 2024" in your Payment section. This is only valid at the beginning of the event as people are arriving (11/18 or 11/19).
Otherwise, you can also select a ride from the airport to Park City and in they payment section, select "Add promo code" using "97THRIDE".
Departure: We have prepared shuttles to take all attendees from Park City back to the Salt Lake City Airport on the final day of Mastermind, Thursday November 21st. These shuttles will be leaving every few hours to make sure you're back to the airport in time for your flight.
Parking: If you're driving to Mastermind this year, please follow the signs to Pendry's guest parking underneath the resort.
Pendry Park City
Located in: Canyons Village at Park City
Address: 2417 W High Mountain Rd, Park City, UT 84098
When you arrive at the Pendry Resort, you should be dropped off on the west side of the resort. Members of the 97th Floor team will be roaming around and the Pendry staff will also direct you.
Each year, we create a Mastermind slack group where attendees can find all the information they need, introduce themselves, connect with other attendees, and share links to helpful resources.
We invite you to join the Slack group ahead of time by clicking here. Start by jumping into the #introductions channel to share a picture, your name, company, title, and maybe a fun fact or two!
Weather update: The forecast is looking like we might have fresh snow and the temperatures will be cold (high of 35° F), so be sure to pack a coat!
We want to make sure you’re comfortable during the event. Here’s a quick packing guide:
Indoor:
Outdoor:
Everything else should be taken care of in the way of food, lodging, materials, etc.
We're very excited to have Greg McKeown joining us as our Keynote this year—if you haven't picked up a copy of Essentialism, we highly recommend it! Here's a little more about him:
Author, Public Speaker, Leadership and Business Strategist
Greg McKeown has dedicated his professional life to uncovering counterintuitive ways to be very successful–without burning out. He has written two New York Times bestsellers, “Essentialism: The Disciplined Pursuit of Less”, which has sold over one million copies and “Effortless: Make It Easier to Do What Matters Most”.
McKeown has spoken to hundreds of audiences as he has traveled to 40 countries around the world, including Apple, Facebook, Google, Microsoft and Nike.
He’s the host of The Greg McKeown Podcast which has been ranked in the Top 5 of all Self Improvement podcasts (out of 11,000) and his work has been covered in print media including in The New Yorker, The New York Times, Time, Fast Company, Fortune, Politico, Inc., and Harvard Business Review.
Organizations, teams, and individuals have benefited from McKeown’s innovative perspective, which challenges conventional wisdom and defines how to break through to the next level of success and profitability. In a compelling way, Greg Mckeown’s Essentialism keynotes will ignite a conversation that revolutionizes the way your organizations think and work.
We're looking forward to meeting and learning from you at Mastermind this year!
On all counts, the Oil and Gas market is more volatile than most. Globally, prices fluctuate, regulations evolve, and supply and demand shift. Regionally, each market has unique dynamics, all dependent on macroeconomic variables like rising material costs and high interest rates, not to mention unique location-specific changes in supply and demand. Being a marketer in this arena demands a solid foundation in industry trends to make the smartest marketing decisions. Maintaining a clear Oil and Gas marketing strategy is the blueprint that guides every touchpoint between your brand and your potential buyers. It outlines who you’re targeting, the channels you’ll use, the messaging that resonates strongest, and the tactics needed to generate meaningful revenue.
However, most brands in Oil and Gas haven’t refreshed their marketing strategies in years. This leaves an opportunity wide open for savvy digital marketers.
We've dug deep into the most recent industry data and our own two decades of experience to provide you with a how-to guide on how to take advantage of this exponentially growing market. We’ll walk through the core components of building that strategy — from segment analysis and target market selection to developing a strong brand position that resonates in this complex landscape. We’ll also break down how to build a comprehensive marketing plan and how to leverage digital channels that drive measurable growth for Oil and Gas companies. With the right foundation, your team can stand out in a market that’s more competitive and more opportunity-rich than ever. Let's get right into it.
The oil and gas market is broken down into segments. If you haven’t yet, a good first step is to analyze each to find where your brand best fits in the flow. This allows for targeted marketing, laser-focused on which part (or parts) of the market you’re planning to win. Whether you and your team choose to focus on:
You’ll need a full understanding of each segment's needs and challenges to build the marketing strategies that place your brand in an optimal position and maximize your ROI. Each market has specific advantages and drawbacks.
Evaluate the potential ROI and align your marketing goals with the most promising markets. Choosing the target can make or break your marketing efforts. Trust us, taking the time to do the research will be the difference between a major win or a budget-crushing fail.
Always know who you’re selling to. In the oil and gas industry, this could mean large corporations, smaller service providers, or even local governments. Carefully identify these key players and tailor your marketing efforts to meet their specific needs. It’s your job to connect as deeply as possible with your target audience. Potential customers are looking for personal connections with the brands they buy from, currently an uncommon occurrence in this market. This opens a window for you to step in and step up.
That window stays open only as long as your competitors remain comfortable. Marketer Sterling Snow calls this advantage "creating the channel" — and the brands that claim it first rarely give it up. When every player in your category is competing for the same keywords, the same trade media, and the same conference floors, the real leverage is in the channel nobody's thought to build yet. This short video captures why owning an uncrowded distribution channel — before your market wakes up — is one of the most durable advantages in B2B marketing.
Once you've identified your customers, the next step is to understand their behaviors. What drives their purchasing decisions? What are their pain points? What motivates them? What risks are they concerned about? Think about every step they’ll take on the buying journey, how they make decisions, and how you can meet their specific needs.
Once you’ve identified and worked to understand your audience, create a persona to represent your research. A clear, thought-out buyer persona will guide all your subsequent marketing efforts. Keep your persona in mind as you plan strategies and build campaigns. The more personalized and specific you are, the more likely your messaging will resonate with potential buyers. Here's an example Buyer Journey/Persona our team at 97th Floor recently created for General Kinematics.
Your brand identity is what sets you apart. Think it through – what makes you different from other businesses in the industry? What are your specialized offering points? Focus on what makes your company unique, whether it's innovative technology, exceptional service, or a strong commitment to sustainability. If you’re looking for a place to start, begin by collecting reviews or interviewing previous customers for their opinions on what you do best.
With your identity in mind, work to position your brand in a way that highlights these strengths to appeal to your target audience. Clear, consistent messaging across all marketing channels is key. To pinpoint what messaging resonates best, you can give A/B testing a shot. Most importantly, always look for new opportunities to demonstrate your value through every medium. Case studies, visual data representations, and customer reviews are common ways to do this.
The battle’s not won yet, sustaining your hard-earned digital clout isn’t an easy process. Building a strong brand reputation takes time and effort. Maintain transparency, deliver on promises, and engage with your audience consistently to keep your brand's reputation positive. This needs to be an integral part of your marketing efforts.
Supported by your clear brand identity and ideal customer targeting, it’s time to build out a digital marketing strategy. First, define clear, achievable marketing objectives. Whether it's increasing brand awareness, generating leads, or boosting sales, having specific goals helps measure success. Keep track of your goals and efforts to achieve them to celebrate success and identify opportunities for improvement.
A well-developed marketing strategy, especially in Oil and Gas, involves sub-strategies including:
Marketers across the field agree, almost every part of digital marketing revolves around a well-optimized website. It's no different in Oil and Gas, your website is your digital storefront – the place all potential customers will navigate to on their path toward a purchase. It needs to be user-friendly, informative, and most of all, optimized for search engines to attract organic traffic. Use tools like Google Analytics, Search Console, and HubSpot CRM to track visitor behavior and optimize performance. Learn more about SEO strategies here.
Social media platforms offer a space to connect with your audience, share industry insights, and showcase your company’s culture. Regular, engaging content helps build a loyal following. Depending on your business, goals, and strategies, social media may or may not be a place to focus your budget and time.
Quality content drives traffic and builds trust. Create valuable content that addresses your audience's pain points and positions your company as an industry thought leader. Publishing content also drives your SEO. Learn more on how to set up a consistent content strategy here.
Regularly analyze your marketing efforts to measure ROI. Use analytics tools to track performance and adjust strategies as needed for continuous improvement. Keep in mind that metrics like impressions and leads can be a great start, but the end-goal of marketing is to generate conversions. Successful marketers make money. If ROI is stagnant, the marketing strategy is too.
By targeting the right segments, fine-tuning your strategies, and focusing on persona-specific messaging, you can position your brand as a leader in this digitally stagnant market. In Oil and Gas, staying ahead requires a laser focus on your goals and your audience's needs. Find ways to set yourself apart and continuously refine your strategies. With a well-crafted Oil and Gas marketing strategy, you’re ready to take advantage of the market and win contracts like never before. Good luck!
Want to kickstart your marketing dreams? We're here to help.
Search Engine Marketing (SEM) is an important part of digital marketing, where our primary goal is to increase a website's visibility in search engine results pages (SERPs) through both paid and organic strategies. SEM includes a range of activities including paid search advertising, search engine optimization (SEO), and pay-per-click (PPC) campaigns, all aimed at amplifying a brand's presence in search results.
To return profits, SEM leverages the power of search engines like Google and Bing, allowing marketers to place their ads in front of motivated customers who are ready to buy at the right time to make conversions happen. This makes SEM a highly targeted, effective, and measurable form of marketing.
SEM bridges the gap between businesses and their potential customers. With millions of people turning to search engines like Google, Youtube, and Microsoft Bing every day to find answers, products, and services, SEM places your brand directly in their line of sight. It’s all about targeted visibility, reaching individuals who have already expressed an interest in what you offer.
SEM offers a level playing field for businesses of all sizes. Whether you're a startup or a Fortune 500 company, SEM allows you to compete for the same space in SERPs, based on the relevance and quality of your content and ads (not just on the size of your budget).
This aspect offers a unique opportunity for growth and expansion.
Lastly, SEM is measurable, generating results in concrete, quantifiable data. This data enables businesses to understand their audience, refine their strategies, and continually improve their marketing efforts for better ROI.
Like most marketing strategies, SEM offers a mix of immediate results and long-term gains. Here are a few specific advantages you can expect in your SEM efforts when performed correctly.
While both Search Engine Marketing (SEM) and Search Engine Optimization (SEO) aim to increase a website's visibility in search engine results, their approaches and outcomes differ.
SEM is like renting out the top spots in the SERPS, offering immediate but temporary visibility. SEO could be compared to building equity in a property by improving its value over time, leading to lasting visibility. Both strategies are complementary and, when used together, can enhance the overall online presence and effectiveness of a marketing campaign.
Search Engine Marketing (SEM) operates on a blend of technology, strategy, and creativity. It involves multiple steps and components working together to increase a website's visibility in search engine results. Here are five recommended steps to take as you begin your SEM efforts.
JK Moving is the largest independent mover in North America, having made over half a million moves. Their residential services include local, long-distance, and international moves. They offer commercial services including office and facility relocation, biotech and lab services, and warehousing and archival services.
JK Moving came to 97th Floor after a previous agency failed to deliver cost-effective leads through JK Moving’s search advertisements.
JK Moving needed a strong partner to take control of disorderly ad accounts and execute a strategy that would consistently deliver leads at a low cost.
97th Floor immediately took a deep dive into the client’s ad accounts, reviewing the entirety of the account history to own a complete understanding of previous and current campaign results.
Based on this audit, 97th Floor’s goal for the account was to maintain and increase JK Moving’s ad’s high conversion rate while decreasing costs and using budget more efficiently to ultimately increase the return on investment.
97th Floor’s meticulous fine-tuning produced a 190% increase in new users to the site, and a 108% increase in leads overall, while lowering JK Moving’s cost per lead by 50%.
Want the details? Read more to get the full picture.
In Search Engine Marketing (SEM), success hinges on understanding and utilizing various methods and metrics. Here’s a quick overview of the ones we’ve found most effective.
Understanding and leveraging these methods and metrics will lead to targeted SEM campaigns, boosting your ROI in digital marketing.
A well-developed SEM strategy ensures your brand keeps pace with and stands out from competitors. Key Elements of an Effective SEM Strategy include:
By focusing on these key elements, you can develop an SEM strategy that reaches your target audience and drives meaningful results, contributing to the overall success of your digital marketing efforts.
In Search Engine Marketing (SEM), the way you structure your account and campaigns matters. A well-organized account is easier to manage, optimize, and scale. It also provides clearer insights into performance, allowing for more strategic decision-making.
A strategic account and campaign structure not only improve the performance of your SEM efforts but also provide a strong foundation for scaling your campaigns as your business grows.
The right targeting strategies can significantly improve campaign performance, increase conversions, and enhance ROI. These strategies involve selecting specific parameters to provide Google with signals to optimize for the highest visibility by your target audience. Here are a few of what we’ve found to be the most effective.
The following tools offer a wealth of data and insights, helping you make informed decisions, track performance, and stay ahead in the competitive digital marketing landscape. Be sure to research which tools will best fit the needs of your campaign.
Each of these tools offers unique functionalities that can enhance different aspects of your SEM campaigns, from keyword research to performance tracking.
SEM is a digital marketing strategy aimed at increasing a website's visibility in search engine results pages (SERPs) through paid advertising and sometimes combined with organic search tactics like SEO.
SEM primarily involves paid advertising (like PPC ads), offering immediate visibility in SERPs, whereas SEO focuses on optimizing a website to rank higher in organic search results over time.
The key components include keyword research and selection, ad creation and optimization, bid management, targeting strategies, and performance monitoring and analysis.
Keyword research is crucial as it helps identify the terms and phrases your target audience is searching for, allowing you to tailor your ads to match their search intent.
Quality Score is a metric used by search engines to assess the relevance and quality of your ads and keywords. A higher Quality Score can lead to better ad positions and lower costs.
The ad auction process determines the placement of ads in SERPs. It considers the advertiser's bid amount and the ad's Quality Score. Ads are ranked and placed accordingly.
Effective strategies include geographic targeting, demographic targeting, device targeting, time-based targeting, and audience targeting (like remarketing).
Yes, SEM can significantly enhance brand awareness by placing your brand at the top of SERPs, thus increasing visibility to a relevant audience.
Success is measured using metrics like click-through rates (CTR), conversion rates, return on ad spend (ROAS), and overall traffic and engagement levels on the website.
SEM can be beneficial for most businesses, especially those seeking immediate visibility and targeted reach. However, the approach should be tailored to fit the business size, industry, and specific marketing goals.
Search impression share shows how often your ad pops up in search results compared to how often it could appear. It’s a percentage that reveals the visibility of your ad and its effectiveness in grabbing attention.
Every time your ad gets displayed, that’s an impression. Whether someone clicks it or not, it counts. Platforms like Google and Meta run ads based on a bidding system. You’re competing with all your competitors for those prime ad spots. Your impression share is the slice of the pie you get from all possible impressions. It’s an indicator of how much of the market your ad is reaching.
Search Impression Share is a key metric for understanding how well your ads are performing. A high impression share means your ad is out there more often than your competitors. It’s a sign of a healthy, strong campaign. On the flip side, a low impression share means it’s time to make some improvements in your ad’s content, targeting, or budget.
A high impression share means your ad is being seen by more people, giving you a better chance to attract potential customers. It’s a clear indicator that your campaign is on the right track. Conversely, a low impression share is a wake-up call to make some changes in your strategy It tells you that your ads are not performing as well as they could be, and it’s time to pinpoint weak spots and perform optimizations.
There are two primary types of impression share: Search Impression Share and Display Impression Share. Understanding both can help you tailor your strategies for different advertising platforms.
This type pertains specifically to ads shown in search engine results. It measures how often your ads are displayed compared to the total number of times they could have been shown, based on your target keywords. This metric is especially important for businesses focusing on search engine marketing (SEM) as it offers insights into the visibility and reach of their ads on platforms like Google and Bing.
Unlike search impression share, this display impression share measures the visibility of ads on display networks. These networks include websites and apps that show ads, where your ad is displayed in various formats like banners or videos. Display Impression Share is an important metric for businesses leveraging display advertising as it indicates the frequency and reach of their ads across a wide range of internet locations.
Now you know what impression share is and why it matters, let’s talk about how to boost it. Here are some best practices and tips to help you get more eyes on your ads.
Here’s a real-life example of what results from ad quality improvement look like.
Sold.com simplifies buying and selling a home by matching customers with a real estate agent. Sold.com knew that Google ads would be a great way to reach new customers, but its ads targeted generic keywords and sent users to the sold.com homepage, handicapping what could’ve been a killer tool for winning business.
97th Floor created a strategy to pull new leads and increase conversion while lowering cost. 97th Floor first began targeting focused search terms such as “how much is my home worth,” and “how to sell my home.” To retain these high-intent leads, our team also changed the ad landing page to the Seller’s Quiz where users can get a customized seller report. We then analyzed reports to cut underperforming ads and prioritize the most effective campaigns.
97th Floor’s efforts boosted ad quality scores and brought ROI and anticipated revenue to levels sold.com has never seen before.
It's important to consider impression share in conjunction with other Key Performance Indicators (KPIs). These related metrics provide a more comprehensive view of your campaign's overall health:
Impression share helps marketers understand the reach and visibility of their ads. It also serves as a barometer for ad competitiveness in the digital marketplace. A robust impression share signifies a strong presence in your target market, while a lower share signals an opportunity for strategic adjustments.
Improving impression share involves a mix of creative ad design, strategic keyword management, intelligent budget allocation, and continuous performance monitoring. By focusing on ad quality, targeting precision, and leveraging data-driven insights, you can take your advertising impact to the next level.
Search Impression Share is a metric that represents the percentage of times your ads were shown out of the total number of times they could have been displayed, based on your target keywords and campaign settings, in search engine results.
It gives insights into how often your ads are seen in search results, indicating the effectiveness of your keyword targeting, ad relevance, and competitiveness in auctions.
A higher impression share often correlates with increased visibility and potential customer engagement, which can lead to more conversions and a better return on investment (ROI).
Key factors include ad quality, keyword relevance, bidding strategy, budget allocation, and overall competition in the ad auction space.
Yes, a low impression share might suggest that your ads are not as competitive, either due to insufficient bidding, budget constraints, or poor ad relevance and quality.
Google calculates it by dividing the number of impressions your ad received by the estimated number of impressions it was eligible to receive, based on your current ads' targeting settings and bids.
While theoretically possible, achieving a 100% impression share is extremely difficult due to variables like budget limitations, competitive bidding, and fluctuating search volumes.
Investigate the cause – it could be due to reduced bids, budget cuts, lower ad quality, or increased competition. Respond by adjusting these factors and optimizing your ad strategies.
Yes, most ad platforms like Google Ads provide tools and analytics for monitoring impression share and offer suggestions for improvement based on campaign data.
Regularly monitoring impression share is key. Depending on your campaign's scale and dynamics, reviewing this metric weekly or bi-weekly can help in making timely adjustments for optimal performance.
Search engine algorithms are the backbone of how we discover information on the internet. These sophisticated systems analyze and rank web pages, giving users the most relevant and authoritative content for their queries. They function as keyword matchers and assessors of a variety of factors like page quality, user experience, and content relevance. Ultimately, these algorithms control what gets seen and what doesn't.
Google’s algorithms are always evolving. They reflect and adapt to changing user behaviors, technological advancements, and the ever-growing internet. Google’s approach to search algorithms impacts how businesses and content creators strategize their online presence.
Over the past two decades, Google's algorithm updates have consistently reshaped the SEO landscape. Each update has refined how search works, making it more user-friendly and intuitive. Here are the most significant changes that have happened over the past 20 years.
The Florida Update was a seismic shift in SEO, targeting manipulative tactics like keyword stuffing. It marked the dawn of a new era where quality content began to trump over-optimized, spammy practices.
Panda aimed to weed out low-quality content and content farms. This update prioritized high-quality, user-focused content, affecting a significant portion of search results and changing the way content creators approached SEO.
Penguin cracked down on link spam and unnatural backlink profiles. It penalized websites with dubious link-building strategies, pushing for more organic and credible backlinks, and cleaning up the web from manipulative link practices.
Hummingbird revolutionized search by focusing on the meaning behind queries rather than individual keywords. This update enhanced Google's ability to understand the intent behind searches, making results more relevant and precise, especially benefiting conversational and voice search.
With the surge in mobile internet use, the Mobilegeddon update ensured mobile-friendly websites received a ranking boost. It emphasized the importance of responsive design and a seamless mobile user experience, encouraging webmasters to optimize their sites for mobile users.
RankBrain, an extension to the 2013 Hummingbird update, introduced machine learning into Google's algorithm. This update helped Google better understand complex queries and provided more relevant search results by analyzing past searches. It became one of the most critical factors in ranking, highlighting the importance of high-quality, user-centric content.
The Medic update significantly impacted health, wellness, and YMYL (Your Money, Your Life) sites. It stressed the importance of expertise, expertise, authoritativeness, and trustworthiness (E-E-A-T) in content, ensuring that users receive accurate and reliable information on crucial topics.
BERT, which stands for Bidirectional Encoder Representations from Transformers, enhanced Google's understanding of natural language. This update allowed Google to comprehend the context of words in a query better, making search results more accurate and relevant for complex and conversational queries.
The Page Experience Update introduced Core Web Vitals, focusing on user experience metrics such as loading performance, interactivity, and visual stability. It emphasized a more holistic view of user experience, beyond just content quality, encouraging sites to improve overall usability.
This update targeted content created primarily to rank in search engines rather than to help users. It promoted high-quality, user-first content, reinforcing the principle that content should be valuable and engaging for real people, not just search algorithms.
It’s not over yet – Google's regular core updates continually refine the search algorithm to better evaluate content quality and relevance. These updates highlight the need for websites to maintain high standards of content, user experience, and E-E-A-T principles to stay competitive in search rankings.
Each of these updates has pushed the SEO community to innovate and adapt, ensuring that the web remains a valuable, user-friendly resource.
When Google releases an algorithm update, websites might experience a range of symptoms indicating how the update has impacted them. Some common signs include:
Our Head of SEO Trent Howard outlines six critical steps to take in the event of a suspected algorithm update in “The SEO’s Algorithm Emergency Response Guide”
1. Gather trusted industry reports
2. Assess bottom-line impact on rankings and traffic
3. Investigate the SERPs
4. Review page-level ranking factors
5. Review domain-level ranking factors
6. Roll out a communication and execution plan
The March 2023 Core Update was a big change in Google's algorithm. Core updates are significant because they entail comprehensive modifications to Google's search algorithms and systems. These updates are designed to enhance the overall relevance and quality of search results. For websites, this can mean noticeable changes in search rankings. The best response to such updates, as advised by Google, is to continue focusing on producing high-quality, relevant, and user-centric content.
The September 2022 Core Update followed Google's tradition of regularly refining its search algorithms to better meet user needs. Like other core updates, it impacted a wide range of factors that determine how websites are ranked in search results. These updates often necessitate a review and adjustment of SEO strategies, as they can significantly influence a website's visibility and traffic.
The May 2022 Core Update was another critical adjustment in Google's continuous effort to improve search quality. These updates are a reminder of the dynamic nature of Google's search algorithms. They demand constant vigilance and adaptability from SEO professionals and website owners. Staying abreast of these changes is crucial for maintaining competitive search rankings.
The November 2021 Core Update was another significant adjustment in Google's algorithm. Core updates like this often bring broad changes to the search engine's ranking processes, impacting a wide range of websites and industries. These updates are a reminder of the ever-evolving nature of search algorithms and the need for constant vigilance and adaptability in SEO strategies. As with other core updates, the focus remained on providing high-quality, relevant, and user-focused content.
Each of these core updates underscores the importance of aligning with Google's guidelines and focusing on creating content that genuinely serves the user's intent. It's essential for digital marketers to not only react to these updates but also anticipate and integrate best practices in content creation and SEO strategies proactively.
In February 2023, Google released an update specifically targeting product review content. This update emphasized the importance of providing in-depth, insightful reviews rather than superficial information. Google aimed to reward content that offers original research, thorough analysis, and useful insights – characteristics of expert and enthusiast reviews. This update highlights the growing significance of quality and depth in reviewing content for better search rankings.
The September 2022 Product Reviews Update continued Google's focus on enhancing the quality of review-based content in its search results. This update further clarified what Google considers to be high-quality review content. It underscored the need for reviews to be detailed, include evidence of product testing, and offer comparative analysis with similar products. This shift reinforced the importance for marketers and content creators to invest in creating comprehensive and informative review content.
The March 2022 Product Reviews Update was one of the earlier steps in Google's efforts to prioritize high-quality review content. This update was a clear signal to content creators that merely aggregating product specifications or providing thin content was not sufficient. Instead, reviews needed to be well-researched, demonstrate expertise and provide valuable insights to the reader. This update was a pivotal moment for businesses relying on product reviews, pushing them to elevate their content strategies.
These updates to product reviews are part of Google's broader goal to ensure that users find genuinely useful and reliable content in their search results. For businesses and digital marketers, adapting to these updates means focusing on creating high-quality, in-depth, and user-centric product reviews.
The December 2022 Helpful Content Update was a significant move by Google to further refine its search results. This update specifically targeted content that seemed to prioritize search engine rankings over user value. Google aimed to promote content that genuinely helps and informs the user, rather than just serving the algorithm. The key takeaway for content creators and digital marketers was to focus on creating content that addresses the needs and questions of users, offering real value and insights.
Earlier, in August 2022, Google introduced the Helpful Content Update as a part of its commitment to enhance user experience. This update was designed to reward content that provides a satisfying, informative, and helpful experience to users. It discouraged practices like generating content en masse with little regard for quality or user engagement. The update was a clear message to website owners and content creators: prioritize the user's needs and experiences in content creation.
These Helpful Content Updates emphasize Google's dedication to ensuring that the content ranking high in search results is not just SEO-friendly, but also genuinely useful and engaging for users. For businesses and marketers, these updates serve as a reminder to align their content strategies more closely with user intent and satisfaction.
Staying informed about Google's algorithm updates will give you a step-up when designing your SEO strategies. These updates, ranging from core changes to specific aspects like product reviews and user experience, dictate the dynamics of online visibility and search rankings.
A Google Algorithm Update is a change or modification to the complex set of formulas and processes Google uses to rank web pages in search results. These updates can affect how websites are evaluated and ranked, impacting their visibility and traffic.
Google continuously updates its algorithms, with minor changes happening daily. Major updates, such as Core Updates, occur several times a year and often come with significant impacts.
You can tell if your site is affected by monitoring your website's analytics for significant changes in traffic or rankings. Tools like Google Analytics and Google Search Console can provide insights into these metrics.
If your site is negatively impacted, review Google’s guidelines and assess your website's content quality, user experience, and SEO strategies. Focus on improving these areas in line with Google's recommendations.
To prepare for future updates, focus on creating high-quality, relevant content, ensure a good user experience, and stay updated with Google's guidelines. Adapting to a user-first approach is key.
Algorithm updates can be retroactive, affecting both new and existing content. It's crucial to continually monitor and update your site to align with the latest guidelines.
Yes, recovery is possible. It involves identifying areas of improvement, making necessary changes, and waiting for Google to re-crawl and re-evaluate your site.
While keywords remain important, their relevance has shifted from mere frequency to context and user intent. Quality content that seamlessly incorporates keywords is key.
Some updates may target specific types, such as those with low-quality content or spammy backlinks. However, most updates aim to improve overall search quality and user experience.
Official information about algorithm updates can be found on Google’s Search Central Blog, Google’s Webmaster Central Blog, and through their social media updates.
