Andy’s session continued the holistic approach toward content generation and distribution. He encouraged research, participation, building real relationships, and using social media to network. Follow these tips to soup up your content marketing efforts:
Your content will live within the ecosystem around the topic, and your participation has everything to do with its life cycle. Give your writing an edge by answering these questions:
Where does your topic get traction online?
What social media tools are being used by the most active participants?
What key words are used to find the conversation?
Write the answers down and continue…
Engagement improves once you and your team are clear about how your audience searches for your service or product. The business owner, product developer, marketing, and customer service teams can each have different perceptions of your customer. What the waitress inherently knows about the diner’s needs often differs from what the restaurant owner thinks. Find out what problems are at hand by interviewing your staff. When expectations differ across the board, the message communicated about your business is muddled.
Wordsmithing: Google AdWords
Language reveals behavior. Spend a little time with Google Adwords to learn the value of key words and phrases associated with your company. By surveying the landscape, you gain greater insight about your audience and the context of your published content. With your research results, you can decide how to align your content with your key phrases.
Create: plug it in, plug it in
Make publishing easier: use a template! A clear framework simplifies the job. Download Andy’s content template to get started. Customize the template to suit your company’s needs. A content template will help maintain the consistency of what you publish. Before you compose the first sentence or page title, place the article byline, keywords or phrases, and calls to action. Then, build in. The rest is about content integrity: clean code, a pragmatic use of meta description, and link quality over quantity.
You are not a silo
Your blog posts requires resources to grow; the culture and context around it must be cultivated. Be accountable for the content you publish. Usher it into the world. Introduce yourself to those that may naturally gravitate to the same topic. Get a buddy system going: invite guest bloggers to contribute. It’s a simple and natural way of building readership. You can also give your older content a makeover. Cultivate internal links to older posts on relevant themes.
The relationship you have with others matters on the web. Your site can increase in prominence based on the strength of its actual relationships to other authors, and their content. Your participation is essential: tie your ideas, solutions, and opinions together with the right discussions, people, and platforms. Use appropriate social media tools to reach out and network. If you are a knitting enthusiast, find out who’s talking about the the issues that you relate to, and pay attention to where the conversations take place. Reach out to them and take part in the conversations. You can leverage existing conversations to promote your contributions, build relationships, and strengthen your site’s domain authority.
Understand Google better
You can’t trick search engines to index your content higher by using hidden keywords, keyword density, link backs, meta tags, or by following someone else’s methodology. The terrain is constantly shifting. Google’s tracking algorithms continue to evolve. A glimpse at the outlook may be found within Google’s latest patents, heavily focused on identity, relationships, and the content that binds them.
So far, these are lot of practical tips worth trying out! We encourage our clients to carefully consider how they bring their content to life on the web. We hope some of these recommendations can help improve the life cycles of your marketing campaigns, and to help anticipate changes and maneuver meaningfully in this evolving landscape.