I’m going to be talking to you about broadening your content marketing approach. Now if you feel that your current content marketing campaigns are kind of lacking a little bit of punch, that they’re stagnating, if you feel that they need sprucing up and you need to be thinking a lot broader than in terms of your content marketing strategy. Keep watching because today we’re going to be talking about hints, tips and some tools to really help you achieve this.
First and foremost, what I would suggest is if you are performing any of the techniques such as blog spinning, article networking and blog networks, stop. They don’t work. What you need to be thinking about is having the user at the heart of any content you create. If you think about it, SEO is now inexplicably linked to any social media, social shares count for a lot in terms of SEO value and the content that you create needs to be shareable, people should be liking it and from there you can build links and traffic naturally to that content. So focus on quality, not quantity. So it’s all well and good saying this. How do you go about forwarding your content marketing approach. Well there are two ways in which this is achievable.
First and foremost you need to have a strategy and then from there you need to have lots and lots of activities from which you can create this content marketing. So first and foremost, strategy. First thing you need to do is research. Before content marketing audit, look at what content has worked before and what hasn’t worked. I’s also look at what sites, so what pages are achieving the best hits. So it could be a particular part or service that people are interested in and then that way it can inform you and you can start to create content off the back of that data and information. I’d also perform a competitor analysis. So use tools such as majestic SEO and you can look at what links your competitors got and the best performing content from those links.
Secondly you need to have lots and lots of ideas, so contact your clients, speak to in house teams, PR agencies. Get as many ideas around the table as possible. It could be anything to do with industry news, company news. It could be new products, competitions, anything you feel that you can create content off the back of. There are great ways in which you just enter a key word and it gives you lots and lots of key words around which you can create content.
Thirdly you need to think about social. So think about the types of content that is being created that works well on social media and specifically who is sharing that kind of content. So tools such as social Addr, these work really, really well so that you can see the best of content to create that’s going to get shared. This enables you to create highly targeted and highly sociable content.
Fourthly, you need to plan so you need to create a three month, six month or even 12 month content marketing campaign, content marketing plan and factor in key dates, seasons and I feel that a content marketing plan is a great way to make people accountable and make them aware of due dates and duties. So you’ve got your strategy in place. Now you need to think about the activities.
First and foremost, I would get a website blog. If you haven’t got one, get one, especially with things like authorship and authority moving forward in 2016, these are going to be so important in terms of SEO and that’s only achievable with a website blog and if you really think about it for fully integrated search engine optimization and a marketing campaign where you’re going to be relying on social media, content and SEO, the website really acts as the glue that kind of holds all this together. So if you haven’t got one, get one.
Now if you build it they won’t always come. That’s very, very true so why not take your content where it’s most likely to get seen? Guest blogging done properly is invaluable to SEO. So I’m not talking about junky sites but high domain authority properties. I’m talking about sites that are getting a lot of visitors that people are visiting that are relevant to your niche, so websites, blogs, resources. Anything like that. Approach them. There’s huge SEO value in that. Much in the same way the PR opportunities work as well. So use tools such as HootSuite on Twitter and as I say much as the way guest blogging works, you’ll get huge value out of the link, but also you’ll become an authority voice. An authority voice of you niche and that’s huge, huge value in terms of online marketing.
Fourthly, infographics. Now for fun, shareable content you can’t beat good infographic. You just need to make sure that your content is unique, that it’s engaging and that you promote it well on good sites. That way it will work really, really well. Whitepaper – now when it comes to creating content, what better way to add value to a user than telling them exactly how something works? So if you’ve got a particular product or service that you think needs clarifying or explaining and you want to give help to your customers, create a free Whitepaper or use it guide. That’s absolutely perfect to be downloaded and it will be shared across the web and again it’s just more promotion for your brand and your website. Surveys – data is hugely important in 2013, but it’s always been hugely important but for 2013 more focus is going to be on data so look to create surveys or questionnaires. Post them on your website. I’d suggest using tools such as SurveyMonkey or SurveyGizmo. They’re very, very good at collecting data and then you can create really unique content off the back of it. Videos – it goes without saying that videos transform the way we consume content online, but a lot of people kind of thing to do that, you need a big budget and whatnot. You don’t. To do some good videos and to market it properly, you can do it on a shoe string budget and really from that you can kind of get traffic, links, some good branding. So it works. You just need to have a good eye there. Finally, images – if your company is going to some events or there’s some industry events or products and such that you want to share, just take some good quality images. They still get shared. Use sites like Pinterest, Flickr. As long as they’re real pictures, real people will share them.
So that’s just a list of some of the activities in which you can do. If you’d like to share any more, please do comment on the comment section below. Feel free to start a discussion about what works and what doesn’t work and that just leaves me to say thank you very much for watching.