How To Develop Great Content – SESNY
At Online Marketing Blog, content marketing is frequently a hot topic. And with excellent reason: it’s a vital skill for marketers. Not only do we at TopRank Online Marketing see fantastic results implementing content marketing for clients, but the industry as a whole sees it as a apparent trend. Consider the following stats:
- 6 in 10 marketers plot to spend more on content marketing in 2010.
- 71% of bloggers who maintain blogs for a business – their own or one they work for – report that they have augmented their visibility within their industries through their blogs (as just one example of content marketing in action).
- Content marketing plays an integral role in many of the top digital marketing tactics marketers implemented in 2009.
In this quick-paced panel, 3 content marketers each mutual some quick tips, trends and strategies for content marketing.
Byron White, Chief Thought Detective, ideaLaunch
Byron ran through an overview of 10 tips to follow when fleshing out a content marketing plot:
1. Develop a content marketing plot – many digital marketers just dive in without any type of plot. This is always a mistake, before going any further, you need to get methodical and know next steps
2. Use free and paid research tools to research terms – there are a slew of both free and paid research tools which can help you define keywords necessary to make a keyword glossary. Use tools in conjunction with your own creativity to make an inclusive list of terms.
3. Find the hot topics and keywords – by understanding the industry and leveraging tools, you can learn hot/trending topics and keywords to be a part of your mix in addition to the mainstay terms.
4. Develop customer profiles for testing/research the competition – building customer profiles and competitive research allows you to draw upon a knowledge base when making content to both stand out from competitors and connect with your consultation.
5. Develop an SEO plot with “keyword silos” – made up of long tail and small tail keywords – in addition to building a keyword list, group it into like terms in order for your content team to leverage it in an effective manner during content creation.
6. Notch content for SEO strength – either via an automated tool or manually, notch unfilled content for SEO strength in order to gauge what to optimize first.
7. Infuse your brand with fantastic content – on the web, your content is your brand (and your brand is your content).
8. Make tales – people connect with tales more than just product pages and lists of features. Tell tales and connect with prospects at a much deeper level.
9. Define fantastic content – know what fantastic content looks like before you develop it. You can’t make something remarkable unless you have a vision in mind.
10. Document content publishing date – this is a frequently forgotten, but vital tip. Only by documenting new content publishing date can you track/trend success of that content over time.
Of course, metrics are key – track interaction and engagement with content. Get to a point you know how your content, whether a blog post or a product page, is converting and working for your brand.
Heather Lloyd-Martin, CEO, SuccessWorks
Heather spoke on developing fantastic content in the B2C and B2B space.
Why care about content? The best SEO is excellent content, according to Seth Godin. If you want people to exchange, link to you or even visit your site you need quality content.
Main advantage of excellent content? Control. Fantastic content allows you to gain control of your site.
Tip # 1: Reckon about your butt consultation
Start by making a customer persona. The questions you need to answer to do this include:
- Who is your butt consultation? (hint: it’s not all)
- Do you have multiple audiences?
- How ancient is your typical buyer/booklover?
- What education level do they have?
- What are their average levels of returns?
- What benefits are vital?
Tip #2: Expand your keyphrase universe
Look for opportunities to build out new, unique content. Reach both hit and long tail phrases, and make content that speaks to a broad mix of terms. One way to do this is build out a resource section to answer both broad and ultra-specific, meticulous questions.
Tip #3: Free your content from “fake SEO rules”
“Party like its 1999…but don’t optimize your site that way.” I.E. – there’s no need to follow a specific keyword density to rank. As a replacement for focus on quality first, keywords second.
General SEO content rules:
- Keyphrases in headlines/subheadlines
- Keyphrases in hyperlinks
- Keyphrases throughout the content (but not forcing it)
- Keyphrase-rich title
- Focus around 2-3 keyphrases per page
Tip #4: Help your titles sizzle off the surface of SERPs
- When you’re on a SERP, there are 10 results and users need to pick one.
- Try to keep your titles to around 70 font
- Include your main keyphrases
- Visibly give reasons for what the landing page is about
- Include benefit statements (such as “free”) whenever doable
Tip #5 There is always something you can do
Beware the “website mullet.” Check for outdated copy. Some of the worst offenders can be press pages, conference/events pages, ancient articles, etc. Where doable, update copy or add additional content if you have older areas of a website gathering cobwebs.
Also, if you want to build out a new section of the site to make your content friendlier but can’t change the pattern: start a blog or make a new section of the site. Don’t let technical issues get in your way.
Jonathan Allen, Director, Search Engine Watch
Jonathan spoke on the thought of by other people’s websites/social sites to gain rankings and an consultation. The theme was on mash-ups – aka remixes of content.
Define your goal – is the goal of this content to persuade or sell people to take action or is it more long-term, to develop links to increase your search engine rankings/brand awareness.
Develop personas – I.E. connectors, those frenzied-connected individuals who will help your content spread. By reaching them, you achieve the highest propensity for your content to spread.
Make content – it must be relevant and must be compelling.
Connect – once content starts to spread, connect with others and encourage them to share so it spreads further.
Rinse and repeat – when you find a formula that facility, continue to leverage that to make additional content.
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How To Develop Fantastic Content – SESNY |
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