Enterprise content marketing is a strategy that large companies use to create, share, and engage their target audiences and achieve their goals. and sharing relevant content to attract, engage, and retain an organization’s target audience. It relies on people, platforms, and processes to create content that can appear on many different channels, including search engines. In this article we are explore enterprise Content Marketing Strategy to Drive Growth.

Enterprise content marketing examples

Here are a few examples of enterprise companies who do content marketing well.

Ahrefs

We are usually the example people use for product-led SEO. We combine top-of-funnel informational content with middle-of-funnel solution-aware content. Every blog and video targets teach people what something is and shows how Ahrefs can help them with their task or fix their problem.

Enterprise content marketing strategies & tactics

Enterprise Content Strategy: A Framework & Guide – First Page Sage

Making your content marketing successful takes a lot of work. Here are some ideas on how you can improve.

Create new content

There are many different types of content you can create, but with limited resources, it’s usually best to start out with bottom-of-funnel transactional content and then move to informational content and videos. After you’ve got more resources, you can create things like virtual events, courses, e-books, case studies, white papers, podcasts, or even magazines or books. The sales process for enterprise companies is typically longer. Many companies want to skip top-of-the-funnel and informational content and focus more on the end-of-funnel traffic that converts.

What content should you create?

I like to start with my competitor’s top pages rather than starting research with a list of keywords. If you export and combine this data, you end up with a list of your competitor’s most successful content, and you can start with the content you know already works and is likely driving value to a competitor. I talk about my process for this in our article on how to create great content.

SEOs creating content

9 Tips for Creating Your Best SEO Content This Year

For SEOs writing the content, I recommend you talk to the experts or interview them to get their insights. They may have papers, presentations, podcasts, or webinars you can repurpose. The sales team is another great source of information. I’ll also look at what people search around a topic and what other pages cover. A lot of organizations create copycat content, but that’s just more content that’s the same as what is already out there. This isn’t future proof. I encourage you to do better. If you can put in a bit more work and add to the information that already exists, your content will be more successful.

Writers creating content

10 Types of Content Writing you should know

You likely have a team of people who create the content, and you may be able to empower them to do this process themselves. One of the things that I liked to use with content teams was a card-sorting exercise. Take the data you’re looking at around what people search and what the top pages talk about and put them on index cards. Have your content writers organize this in a way that makes sense to them. They’re going to be grouping your data into topics and subtopics and coming up with the content sections or pages they should write.

Experts creating content

If your employees want to write content, you need to find a way to empower them to do so. These are your experts, and while the content they create may require some editing, the insights from these employees are valuable and may not be anywhere else. If your experts don’t have the time to write content, another option is to interview them or have them review the content you create. Most people are usually happy to give quick insights verbally, which you can then use in your content.

Improve existing content

Making your existing content better can lead to quick wins. Here are some things you can look for

Content with declining traffic

Apply a filter for “Traffic: Declined” in the Top pages report in Site Explorer and set your time period for the last 6 months or a year. Take a look at pages that lost traffic to see which ones are important to you and that you think you can improve.

Low-hanging fruit

One common way to prioritize content improvements is to check for low-hanging opportunities, like pages ranking in positions 4-15 for their main keyword. You might be able to quickly improve these pages’ content to rank higher and get more traffic. Use Google Search Console or the Organic Keywords report in Site Explorer to find pages that fit the bill.

Optimize for featured snippets

For informational content, targeting featured snippets can skyrocket you to the top of the SERPs. Here’s how to find the easiest opportunities:

  1. Go to Ahrefs’ Site Explorer
  2. Enter your domain
  3. Go to the Organic keywords report
  4. Filter for keywords in positions #1–5
  5. Filter for keywords that trigger featured snippets “where target doesn’t rank”
  6. Look for keywords where your page is missing the answer, then add it
Finding the best featured snippet opportunities in Ahrefs' Site Explorer

This is arguably the most important section that you can write if you want to rank for informational queries. You can see what is already eligible for a snippet and the kind of things that these snippets mention, along with why one may be better than another. Now you just have to make something that’s better.