Connecting the B2B buy cycle with micro-targeted content

- [Instructor] Consider this. How many times a day do you search Google for something work-related? 10 times a day? More? For example, imagine you are researching a new product. You'd use Google to find reviews, read industry articles, and learn where you could make a purchase. The point is most of us use Google at work every day. A question will pop into our brains, and we'll immediately turn to Google for answers. And you know what? Your prospects are doing the same thing. They're searching Google every time a question pops into their brain. In fact, according to Google, 89% of B2B researchers turn to internet research. Google calls these micro-moments, those "Wait, let me check Google" moments we have every day. When you understand how to create content around micro-moments, your site can be found at all phases of the B2B buy cycle. Gartner's research into the B2B buyer's journey tells us the process isn't linear or predictable. B2B buyers search online multiple times in the problem identification and solution exploration phases. Before visiting a supplier's website. These people aren't searching for a vendor right away. Their purchase intent is low and their informational needs are high. This is where the cool SEO content opportunities come in. We can segment searcher behavior down into smaller micro-moment intents and use that information to influence how we create content. Here's what I mean. Every time your prospects search, they're typing key phrases into Google and looking for highly specific information. Your prospect may want to read a guide in the awareness phase so they type SaaS cloud computing into Google. And finally, when they're getting closer to making their purchasing decisions, they may look for company reviews or product comparisons. That's why learning B3B SEO writing best practices is so important, because if you don't know how to create content the right way and your informational content doesn't pop up during a Google search, your prospects may not even know you exist. Here's one simple step you can take right now. Talk with your sales department and customer service representatives. They often know what people ask during all phases of the buyer's journey and can help you brainstorm content topics. Plus, in a future video, we'll discuss how we can find even more blog post ideas. That way, your prospects will be able to find your content every time a question pops into their head and they type it into Google.