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Content Marketing: How Much Content is Too Much?

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Research consistently shows that more content means more traffic, which means more leads.

There is obvious logic behind this. The web has become a ravenous consumer of content. The more content you generate, the more searchable data is available and the more material to feed social media conversations. Social media has become an incredibly noisy online cocktail party where you have to shout louder to get someone’s attention. Consider that every minute:

  • Facebook users share more than 2.5 million pieces of content.
  • Twitter users generate nearly 300,000 tweets.
  • Instagram users post nearly 220,000 new photos.
  • YouTube users upload 72 hours of fresh video content.
  • Apple users download nearly 50,000 apps.
  • Email users send over 200 million messages.
  • Amazon generates over $80,000 in online sales.

Those organizations generating fresh content on a regular basis are the ones that are getting the attention, or are they?

Content only matters if it’s relevant to your audience. Posting irrelevant or poorly executed content generates noise, not conversation, and will have an adverse affect on your online traffic over time. The Web has become a very noisy place, and web consumers aren’t going to waste time reading drivel. If you have something relevant to say that adds to the conversation or promotes new thinking, then by all means share it. However, just posting for the sake of posting won’t help build your brand.

It should never about how much content you post, but about the quality of the content. You need to have something relevant to say that is interesting and promotes interaction.

Here are three criteria to consider when generating material for your content marketing campaign;

  1. Quality counts – Don’t worry about how much content you post but about how good it is. Is it effective? Does it meet its goals? You should understand what your content objectives are before you start so when assessing content, ask yourself if it does the job to promote connections, build brand, or promote new business?
  2. Be concise – You don’t have to tell your entire autobiography in a single blog post, or impart the history of your latest new product. The web was designed to handle shorter bits of information. Attention spans are brief, and you need to get your point across quickly and in a compelling manner.
  3. Measure the results – Keep track of your content traffic and determine what approach suits your target channels. You need to adapt you content for the channel, so measure the response and refine the message accordinglyh.
  4. Consider your audience – Thinking about the needs and interests of the target reader is something many marketers often overlook. Have a clear understanding of who your target audience is and develop content specific to that group. Your objective is to cut through the online noise and speak to your target audience using a compelling story that will engage them, and have them coming back for more.

So while it is important to feed the machine, you should feed it with better quality content rather than just more content. A lean and well-thought-out content marketing program will outperform a program that uses poor content to generate more noise. The proof is in the results, so have your metrics ready before you begin.

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Written by Tom Woolf

March 20th, 2015 at 7:26 pm

5 Ways Blogging Will Help Your Business

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So many small business owners and entrepreneurs don’t think they need a blog. Blogging takes time and energy that would be better spent focusing on operational concerns or building the business, right? Wrong! The fact is, blogging is one of the least expensive and most effective marketing tools at your disposal

Whether you are selling B2C goods or B2B services, blogging will help you build your business. If nothing else, blogging gives you focus. The blog can become a focal point for your entire marketing program, forcing you to consider brand positioning and customer commitment as you tell your story in each blog post. Blogging keeps your brand fresh for prospects, customers, and employees.

Here are just a few of the reasons your business needs a blog:

  1. Promote your online brand – You can use the company blog as the launch pad for your online marketing program. A well-thought-out blog can support your inbound marketing campaign and your SEO strategy. It also gives you content you can reuse to feed social media channels, LinkedIn groups, Pinterest, and other social media channels. You can even use it in company newsletters and other customer communications.
  2. Establish your market credentials – The company blog is the perfect forum to talk about issues relating to your business and your market, and show the world what you know and why they should do business with you and not the competition. The blog is a soap box you can use to show your expertise about trends, challenges, regulations, and other issues that are important to your customers.
  3. Offer customer support – The company blog also is your forum to engage with customers. You can use the blog to explain what’s going on with the company, share good news, and bad, or to apologize for a problem. It provides a place where you can talk to customers in a more personal way, and show that the company cares in a very public way.
  4. Lead generation – You never want to use a blog as an overt advertising platform, but you can use it to engage with customers and talk about innovations, new products, and new trends. If you can engage with customers without a sales pitch, they will continue to follow you until they are ready to become customers.
  5. Build brand trust – Blogging promotes engagement with customers and interaction builds familiarity, and trust. By talking to your target market regularly you are building an online relationship; you become familiar. So when the time comes to making a buying decision, consumers will remember that relationship when they buy. They think first about brands they know and trust.

We know that blogging can be time consuming, and many executives don’t like to write. So just outsource it – that’s why we’re here. We can help you create a warm and friendly blog that puts the right face forward for your company, and engages with consumers so they keep coming back. Let us help you tell your story and show you how to make the most of a corporate blog.

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Written by Tom Woolf

March 10th, 2014 at 3:23 pm

Posted in Best Practice,SEO,Tactics

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How Social Media Impacts Your Search Rankings

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Did you know that social signals increasingly are influencing search? In “Relationship Status: Social Signals and SEO are Officially an Item,” marketing strategist Janessa Magone writes “….there is now proof that social presence is essential when it comes to search engine optimization. Sites with a strong social presence and a high amount of social user engagement rank higher. The more likes, comments, and tweets you have on a site, the more powerful your SEO becomes.”

News outlet Bit Rebels also writes that “It’s not a secret that Google is implementing more and more influence into the number of plus ones, Facebook likes and shares, and Twitter retweets in their way of determining the influence and popularity of content.”. As more people like and share your content, the higher it will rank in search.

Create shareable content

As you develop your content strategy, consider the following content types that have proven to be ‘highly shareable.”

News: In addition posting news about your company, share news about your market or industry with your followers. Let’s face it, there’s so much being reported no one can keep up to date with all of the news. Help your followers by reporting on major announcements that impact them.

Case studies: Case studies are one of the best ways to show how others are using your products and services. They make your products “come alive.” Be sure to turn case studies into an interesting and entertaining story.

Videos: What better way to inform and entertain than video. To show how powerful video can be, consider these statistics from Social Times about the value of video:

  • Customers who watch videos of products or services are 85 percent more likely to make a purchase.
  • 68 percent of viewers share video links.
  • The average user’s visit to a text and image-based website lasts only 43 seconds; for a website with video, the average visit lasts 5 minutes and 50 seconds.

Images: Nothing capture our attention more than an image. Make sure you use visually compelling images that resonate with your followers and encourage them to share and add comments.

How-to-guides: We all turn to the Web for how-to information. Contribute to the cause with an easy to follow step-by-step guide. You’ll win lots of fans and shares.

Top 10 Lists: It’s not only David Letterman who attracts viewers to his top ten lists. Everybody loves ‘top 10s’ since they make things easy or easier to remember and can be quickly scanned.

Interviews: Boost your standing and credibility by interviewing an acknowledged expert in an area that is trending on social media channels and of importance to your followers.

Surveys or polls: Everyone has an opinion and loves to share it. Include surveys or polls in your content strategy to find out what your followers are thinking about your offerings or others.

Infographics: Transform a report into an engaging Infographic to make it easy for followers to digest your information.

SlideShare presentations: Turn any presentation into a SlideShare to add to your blog or other social media channels. A SlideShare presentation provides a good way to advance your thought leadership position and share your expertise; and it provides an easy way to get feedback.

Ensure content is likeable

If you want your content to pass the likeability test, make sure it’s:

  • Valuable to your audience and not just something you find interesting or that is overly promotional about your products and services;
  • Unique in offering a viewpoint or an opinion that challenges the status quo;
  • Engaging so that your audience asks a questions, makes a comment or adds more insight; and
  • Varied to maintain audience interest.

Remember, quality content will increase your search rankings in more ways than one.

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Written by Barbara Kohn

January 15th, 2014 at 10:47 pm