5 Essential Tips on Content Marketing & Optimization #SESCHI
As SES Chicago reaches its final sessions the consultation is still alert and ready to learn at TopRank CEO Lee Odden’s afternoon presentation on “Content Marketing & Optimization.” According to Google’s Eric Schmidt, every 2 days we make as much information as we did from the dawn of time to the year 2003. With so much information being mutual what can we do as marketers to make our content simple to spot and simple to consume?
Can Customers Find Your Content?
Content creation is so much more than marketing, it is a way of engaging and enticing potential customers to take action. Optimized content can make sure that customers interact with your brand. There are many types of content that companies circulate and many uncommon audiences that a company should interact with. Content creation is one of the most effective form of online marketing, it also happens to be the most hard.
Tip 1: Well loved B2B Content Tactics
If 90% of B2B marketers are by content creation as part of their tactics what are the most well loved tactics for releasing this information?
- Social Media
- Articles
- Events
- eNewsletters
- Blogs
Tip 2: What Can Be Searched Can Be Optimized
Any type of content that shows up in a result from a search engine is an opportunity for optimization. What are some examples of content that can be optimized?
- Products and Services
- Corporate Information
- News/Press Releases
- Help, FAQ
- Knowledgebase
- Job Listings
- Landing Pages
- Fulfillment
- Curated/Aggregated
- Media: Video, Audio, Metaphors
- Blogs
- Tweets
- Reputation Updates
- Comments
- Tags
- MS Office Docs
- PDF files
Tip 3: Customers Use Multiple Resources
Odden questioned members of the consultation if they have ever questioned for something such as a restaurant recommendation from their social network and then took that information and validated it by a search engine. It was a unanimous yes! Be aware that accuracy and multiple points of communication and information will make it much simpler for customers to find and interact with your brand.
Tip 4: Identify Your Customer Segments & Personas
There is a set of questions that each company should question themselves about their customer’s online behavior before launching a content strategy. Those questions would include:
- What are your customers content preferences?
- How do they learn, consumer, and share content?
- What are they looking for on search engines and discussing on the social web?
Tip 5: Thoughts For Making Better Content
In addition to content plotting and an implementation strategy there are six very helpful thoughts for making content as part of an online strategy.
- Engage with your community an pull from that experience
- Don’t be worried to question for topics
- Look at well loved questions on sites such as Yahoo Answers and LinkedIn Q/A for inspiration
- Mine web analytics data to determine which keywords and questions drive traffic
- Review the logged queries from your internal search engine
- Turn to your staff to see what they are being questioned most often
- Watch Journalist queries on HARO for tale thoughts
Key Takeaways
A holistic approach to content creation and optimization proves to be more sustainable long term. As we saw there are many ways to optimize current content (in multiple forms) and make better content based on the information that can be composed about your customers. Were there any other tips that members of the consultation found to be useful in our journey through content creation today?
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