When it comes to new technology, voice assistants have emerged as a growing trend in the marketing industry. It’s thought that around 1.8 billion people will be using voice assistants on a global scale by 2021, leading to a change in the way consumers interact with the world around them. Devices like Alexa and Siri are meant to make it easier for users to multitask and access content, which is why brands need to consider how voice search will affect content distribution in the future.
Local search is a key part of how people are using voice technology to find information. So, creating content that’s tailored to local search is a good way of making sure B2B products and services gain maximum exposure. Here are a few types of content to keep in mind when developing a voice-related B2B content strategy.
The main reason why people are using voice search is because they want their questions answered immediately. Up-to-date business listings are the simplest form of voice optimised content to include. Relevant information like a company’s website, email and phone address should be featured.
With local search comes the opportunity for brands to offer customers and prospects promotional content that answers the questions they’re looking for. This could take the form of discounted services. For example, a healthcare company that’s interested in outsourcing its online growth to a B2B consultancy might ask the question ‘where can I find an affordable digital marketing agency?’ and a promotion from an agency in their local area might appear.
Don’t forget to optimise your promotional content for specific questions. Voice assistant users are going to be speaking conversationally, so you should focus on long-tail keywords.
Testimonials and reviews
User generated content has a lot of potential for B2B businesses because it creates a sense of social validation for consumers. Prospects who are searching for your business are more likely to trust the word of others and this is where reviews and testimonials come in.
Frequently asked questions (FAQs) provide readily available content for customers that are looking to have their questions answered. They can be repurposed into ‘How to’ blogs that have a conversational tone.
B2B businesses should think about the most relevant questions that customers are asking. Then, the long-tail key words for each question can be included in the blog and be picked up by voice assistants.
Visual content is becoming increasingly popular within the world of voice search. Images help buyers understand what they’re purchasing and enable them to make informed decisions. In relation to visual search, businesses like Amazon are experimenting with the Echo Spot to give customers an engaging shopping experience. Amazon recently partnered with Getty Images to provide a catalogue of high-quality product images that can be viewed on the Echo Spot screen.
When thinking about visual content for your B2B voice strategy, it needs to be simple and easy to find. Using descriptive alt tags and meta data will increase the chances of products and services being displayed in response to specific queries.
At BDB, we’re focused on helping B2B brands keep on top of marketing trends like voice technology. Download the BDB guide to voice search to find out how your brand can adapt.
Interested in finding out more about voice search?
As part of our mission to share marketing knowledge, we’ve created The B2B marketer's guide to voice, focussing on how businesses can use voice search in their marketing campaigns.
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