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Feb 22

How Technology will Shape the Future of Content Marketing

By bonusadm

5 years ago, as content marketing started to become a trend, I was trying to imagine what it would mean for businesses to thrive in a world where visibility was driven by content. I was asking SMB marketers back then: what if 5 years from now, 50% of your website’s traffic depended on your blog’s content? How would you prepare for that? Blank stares, skepticism, raised eyebrows… Let’s just say that the answers (or lack thereof) were the reason we started Scoop.it to begin with and began building content marketing software.

5 years later, content marketing has never been so hot. Yet, a majority of marketers are failing at it. According to CMI/MarketingProfs’ 2016 benchmark, only 30% of B2B marketers say they’re effective at content marketing. According to another study by BuzzSumo, 50% of web content get 8 shares or less.

5 years from now, what will content marketing look like?

Every day, we’re speaking with dozens of marketers who are turning to technology to help them conquer their biggest content marketing challenges. Over the past year alone, we’ve seen their needs evolve from overcoming the basic challenge of producing content to the more sophisticated needs surrounding content distribution and analyzing content performance. Increased competition for attention (Mark Schaefer’s content shock) as well as the increasing complexity of the content marketing process are driving that change and the need for technology to help.

How do content marketers expect technology to help?

Over the past 10 weeks, the Scoop.it team surveyed over 300 marketers to better understand this question. We also conducted dozens of longer interviews with SMB marketers to add a qualitative component to our research. And finally, we asked top content marketing experts including Joe Pulizzi, Mark Schaefer, Barry Feldman, Ian Cleary, Andy Crestodina, Mike Allton, Lee Odden or Bernie Borges for their insights.

The results have helped us to form the following vision for the content marketer of the future:

Content marketing is now much more complex than producing good content

In quantitative surveys like CMI / MarketingProfs’, a majority of marketers have consistently ranked content production as their #1 pain point year after year. But our interviews have shown a diverse range of situations: while producing enough engaging content and being consistent at it is the first obstacle to content marketing ROI, it’s definitely not the last. As marketers progressively learn to jog or run after they’ve learned to walk, they soon discover that creating good content is not enough to drive tangible results to their strategy.

Our own study reflects that complexity. Content marketing is neither a one-off campaign nor a specialized task. It is an ongoing and comprehensive process requiring optimization at every phase of the content marketing lifecycle, something that 63% of marketers acknowledge.

Do marketers expect technology to be part of the answer?

“Yes, absolutely” says Mark Schaefer. Both qualitative and quantitative answers are clear: marketers want and expect technology to help them make content marketing work for them.

“Today, marketing is math. To the extent that we can use technology to distill wisdom from the numbers, we will be more effective marketers.” – Mark Schaefer

From a quantitative standpoint, 66% to 93% of marketers think it’s either likely or very likely that technology will make content marketing more efficient in the various tasks of the content marketing lifecycle:

The interesting take-away is that marketers don’t just expect technology to help organize data or task management: they also expect it to make them more efficient with creative tasks and strategy definition.

Or to put in Barry Feldman’s words:

“Content marketing future success is almost 100% based on technology.” – Barry Feldman

Expectations: content marketing automation or content marketing intelligence?

We had robots assembling cars long before they could drive one. Similarly, we’re starting to see a growing need for elements of content marketing to become automated:

“One of the biggest things with technology is being able to scale what you do. There’s so much work involved: you can’t be in content marketing without technology.” – Ian Cleary

The benefit of content marketing automation here lies in its ability to free up valuable time that can be dedicated to more human tasks such as building relationships, creating content or defining your strategy.

But what we’ve found is that marketers also expect technology to be smart – and make them smarter. Marketers are looking for content marketing intelligence that will help them to make better decisions and generate returns from their content investments:

“Of course I want to be as time-efficient as possible. But rather than doing it faster, it’s more about being smarter. So that the hard work that I put into content has more potential of being successful.” – Bernie Borges

These expectations were reflected in the results of our survey. While content marketers’ #1 expected benefit from technology is to save time, a large number of marketers expect technology to help them get more intelligence on their content strategy. 

Smarter, faster, stronger: meet the content marketer of the future

Let’s fast forward and dream: how can technology make our lives easier as content marketers?

The content marketer of the future will:

Be more confident on what content to create

While technological advancements in artificial intelligence can be scary, humans aren’t being replaced… yet. While machines aren’t expected to write content for us, they should help us generate content ideas in a much more predictable way by identifying trends, keywords or ideas that are appealing to our target audience.

“We need cognitive content marketing: technology should deliver topical ideas based on trends, the business problems I want to solve as well as on influencers or customers that I want to reach.” – Bernie Borges

Technology can also help facilitate the complex process of content creation through checklists and automated tests to ensure the quality of our content before we hit publish and invest time in distributing it.

“I don’t think technology can teach someone to be a great writer. But it could tell you if your content is well written, if you included quotes and images, etc…” – Andy Crestodina

“Technology should help us predict success based on a draft. We’ve all been wasting time writing pieces of content that were not popular while also censoring ourselves by not publishing something that might have been.” – Mike Allton

Identify improvement opportunities automatically

Content marketing methodology involves many different best practices that are easy to understand but hard to keep track of. Findings from a previous research study conducted by Scoop.it showed that most marketers fail to systematically apply even the basic best practices of content marketing. What would happen if we reversed the roles and left it to machines to identify potential untapped opportunities and the specific actions we can take to get more out of the work we’ve already done?

“I’d love a dashboard where I could go to on a regular basis that would automatically be updated and tell me things like ‘you should share this evergreen content because it resonates well’ or ‘consider creating more content in that category as your audience likes it’.” – Ian Cleary

“Feeding you actionable advice will become a big part of content marketing technology, by turning analytics into action.” – Barry Feldman

“We need tools showing low-hanging fruit opportunities from your blog: use these related terms, collaborate with these people… or even link from these high traffic posts to these high converting posts.” – Andy Crestodina

As marketers, our goal is not to create content for content’s sake but to generate business results with the content we create and publish.

“Our goal is actually not to create more content. Ideally we’d want to create the minimum amount of content with the maximum amount of results.” – Joe Pulizzi

In other words: what are the opportunities that lie within the content I already have? The answer to this question is critical in order to generate maximum return on investments- and technology is expected to answer this question on a real-time basis.

Be (almost) omniscient

Armed with more intelligence in the form of insights and opportunities, content marketers will be more knowledgeable, especially when combined with perfect visibility on the existing and planned content they have available.

“Editorial planning should integrate all sorts of data sources on customer segment, industry trends, keywords, influencers, social topics… as well as visibility on existing channels, influencer participation for co-creation and promotion, existing assets for content repurposing and real-time audits for dynamic performance optimization” – Lee Odden

Demonstrate the value more clearly

What if we could make content marketing an undisputed and proven strategy? And demonstrate the value clearly on an ongoing basis? As mentioned above, many marketers are wary about this topic and expect a lot of improvements.

Technology should be better integrated to provide measurement across the whole lifecycle in a personalized manner that gives us an edge.

“The measurement side is currently not good enough. End-to-end tracking needs to be improved so that the data isn’t lost from one stage to another or from one tool to the next.” – Ian Cleary

“The ROI is the real question for the medium to large businesses. But you can’t expect somebody to see content and make a purchase decision instantly. Last touch attribution doesn’t work and we need technology to provide a better model to understand what exactly we’re getting from our investments in content.” – Mike Allton

The fears associated with content marketing automation

The road to hell is paved with good intentions. Content marketing automation is not perceived as a solution devoid of dangers or risks: while some of the marketers we interviewed expressed some concern about their jobs becoming automated, the main fears were focused around misusing the technology.

Technology can’t be a shortcut for building a strategy or learning content marketing methodology in the first place.

“I look at technology for content marketing being used right now as putting off fires, solving very small issues. Before buying technology for content marketing, you need a strategic vision that makes sense for the organization.” – Joe Pulizzi

“Automation as a function of unsophisticated marketing has no winner.” – Lee Odden

In addition to the usual concerns with new technology adoption (learning curve, complexity, risk…), marketers we surveyed express other concerns. We’ve all seen brands receive harsh criticism for making automation mistakes on social media, and the risk of losing control is also often mentioned. Perhaps more importantly is the fear of compromising content quality: content is regarded as a fundamentally human activity, thus many view the idea of automating its creation as a risk of content becoming less authentic and instead growing more robotic and generic.

Perhaps a longer term concern, there’s also an “arms race” argument which asks the following: when we all have better software and tools, how do we find the edge against competitors?

“My biggest concern in this space is that we over-rely on automation and become lazy marketers. It’s intoxicating to let the algorithms do the work but if this is the same information our competitors can see too, how do we create competitive advantage?” – Mark Schaefer

Over the past 5 years, content marketing has transformed from a simple opportunity into a necessary practice for businesses. But to fully cross the chasm and deliver undisputed results, it will need to benefit from major technology innovations. The content marketer of the future will still need to understand content marketing methodology, have creative skills and build her own strategy. But she’ll have intelligent content marketing automation to be smarter about the content she creates and the opportunities she has, faster at managing content operations and stronger at demonstrating the value to the rest of the organization.

Want to work smarter and start generating real results from your content marketing? Find out how to use the new Scoop.it Content Director to help you become a smarter marketer!

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Source

http://blog.scoop.it/2016/05/25/next-5-years-technology-will-shape-future-content-marketing/

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Feb 13

How to Generate Endless Blog Post Ideas for Content Marketing

By bonusadm

The business practice of content marketing is really the business pertaining to plans. Blog site
post recommendations, newsletter or ebook thoughts, ideas for courses or whitepapers– we need
them all.

And we need a lot of them!

In most cases the overall focus of our web content will be established by business purpose. Small
business weblogs must focus on subjects that uphold the product offering.

So as to support the business enterprise, along with a financially rewarding blog, web content
creators take a static topic area and write about it repeatedly again in (hopefully!) fresh and
highly engaging ways. It’s a bit just like rotating a gemstone and explaining how the light bounces
off of assorted features.

As content areas become saturated, and competition for attention increases, it’s more important than
ever to be adept at finding topics closely related to our main subject areas.

Within this post content, we’ll look at how data can augment our creativity and help us discover endless
web blog post ideas.

A Data Driven Approach to Blog Post Ideas

Sometimes, often early on in the life of a blog site, it’s less troublesome to come up with blog content concept
ideas making the most of creativity, industry, and intuition knowledge.

It’s the honeymoon phase of blogging! We really should take pleasure in it (Likewise, create a scrapbook– we’ll
need some of that creativity down the road!).

At some point we’ll run out of ideas, or we’ll be asked to justify the ideas we do have.

Visitor communications are a substantial support at this moment. Ask your customer success team what they
think your clients have an interest in.

To make that input practical, try the 10 × 10 exercise suggested by Stephanie Liu from Lights, Camera Live:

  • Take a sheet of paper and fold it in half.
  • On one side write the 10 most frequently asked questions about your product or service.
  • On the other, write the 10 questions people should be asking about your product or service but aren’t.
  • Now, you have a list of at least 15 – 20 things to blog about.

Reinforce and Simplify Your Blog Content Concept Creation.

Google Analytics or other tools track site visits, and social signals help gauge audience interest, so we can
iterate on our current blog post ideas.

To track site visits to a particular blog post, you’ll need the Behavior section of Google Analytics.

Apply a filter to limit the results to only your blog pages.
 

This data will show you which of your posts draw the most visitors. And, the Average Session Duration will tell
you if they stuck around long enough to really engage with the content.

Social engagements help us to see what audiences are interested in.

For example, our most shared posts at BuzzSumo this year are lengthy guides or research reports.

Social engagement statistics for blog post ideas BuzzSumo

Social engagement is a great proxy for audience interest. When we know that content about one facet of our product
is grabbing social attention, we can increase our connection with our audiences by leveraging that topic.

In addition to looking at analytics and social shares, it’s also critical to drill down into industry sources–
reading, researching, and documenting trends as we go.

To truly benefit from this approach, consistency and commitment are required.

Ann Handley, author, speaker, and Chief Content Officer at Marketing Profs, recommends collecting and recording five
writing ideas each day.

Here are a couple of sources to get you started:

  • Amazon’s book previews: Look at chapter titles
  • Google Trends: Use the explore option for your subject area
  • Hashtagify.me: Look for variations of your topic areas in hashtag form
  • Conference agendas: Look at the titles of keynote speeches and workshops
  • Google’s “searches related to”: Located at the bottom of each search page
Google_related_searches_blog_post_ideas
  • Pinterest’s auto suggest: Look at the topics suggested at the top of search results  >>>>>>>
pinterest auto suggest blog ideas

Finding and qualifying blog post ideas is time-consuming, especially if you write many posts a day or work for multiple clients.

The BuzzSumo Topic Explorer is one way to save time. It suggests related topics, popular content,  AND a key question for any subject you write about.

The Topic Explorer adds a layer of artificial intelligence to our platform, allowing content creators to expand their reach (and their blog post ideas) to new subject areas.

Topic-Explorer-3_blog_post_ideas

The Topic Explorer’s question suggestion is curated based on relevance. Each related topic includes additional subtopics to explore.

Once you know your audience’s preferred content formats, it’s easy to combine them with related topics to generate new blog post ideas.

For example, our audience likes original research and “How to” posts.

And, for our main topic area, “content marketing,” The Topic Explorer recommends the following related topics.

BuzzSumo Topic Explorer example Blog post ideas

The table below shows how I might combine the two to come up with blog post ideas.

Another approach would be to look at individual questions in the related topics and work through them, adding How, Why, or List posts formats to create working titles. Infographics are also a great way to answer questions!

Any source of related topics can be put through this grid to spur creativity!

If you have ideas from conference agendas, or from Google related searches, or from Pinterest auto-suggest, add them
to your grid for even more blog post ideas.

Blog post ideas for saturated content areas

When faced with a saturated or overly competitive topic area, what do you do?

More ideas for the same saturated topic won’t necessarily help grab attention if there are already hundreds of thousands
of published posts. There are two mental models we find helpful to expand topics for saturated content areas.

Hierarchical expansion begins with a broad topic and looks to more and more specific themes. Andy Crestodina described this
concept as “niching down.”

For example, if social media markeing is the topic I write about, and it’s saturated with content, I may want to consider
narrowing my focus:

  1. Social media marketing
    1. Facebook marketing
      1. Facebook Live
      2. Facebook Advertising
        1. AB testing Facebook ads
        2. Average Facebook ad spend for an SMB
          1. Saving money on Facebook ads as an SMB
          2. Which type of ad goal is the best value for an SMB
            1. Creating an a lead gen ad for an SMB
  2. Content marketing

Lateral expansion looks at ideas that are related to each other at a similar level of specificity.  The litmus test for lateral expansion might be this:

People interested in X are also often interested in Y.

In the example above, Social Media Marketing and Content Marketing would be examples of lateral ideas. It passes the litmus test, “People interested in social media marketing are also often interested in content marketing.”

Of course, these two models are a little arbitrary! (Taxonomies are tough in every field of study.)

Laterally related topics can also be expressed as part of a hierarchy. They would simply be listed with the same level of importance.

And, specific areas of interest in a hierarchy are only “niche” in the sense that they can be considered a subset of a larger topic area. Niche areas will often have their own experts, big ideas, and areas of ongoing controversy or study.

However, the concepts of lateral and hierarchical expansion are useful for developing blog post ideas, especially if our main topic area is heavily competitive or already saturated with great content.

The Topic Explorer offers a quick look at lateral and hierarchically related ideas.

Lateral Hierarchical Blog Post Ideas BuzzSumo

For each laterally related topic, there are more specific, niche keyword suggestions.

And, additional Topic Explorer searches can produce even more related and specific inspiration.

Qualify related topics

Once you have created a massive file of blog post ideas, how do you decide what to write about?

At its simplest, qualifying a topic is binanary:

Something is either a good idea or a bad idea.

But, if you have ever tried to convince your team of either, you know that you’ll need more than a hunch to persuade your boss, client, or colleague.

Qualifying topics is done in two phases – before you publish, and after you publish. In both phases data analysis can help guide the process.

Customer questions, customer surveys, social engagement with existing content, web traffic data, industry trends and thought-leader input all help us to select the best blog topics.

If you have a file of customer questions or survey responses try running them through a text analyzer to see which themes emerge. (Thanks to Gini Dietrich who suggested this approach for developing courses.) You can do the same thing with conference agendas, etc.

For example, here is a wordcloud of topics from the 2019 Social Media Marketing World agenda, created at jasondavies.com/wordcloud (I removed the word marketing).

blog_post_idea_wordcloud

I also did simple text analysis to find the words used most in the presentation descriptions:

  1. Facebook
  2. Content
  3. Video
  4. Sales
  5. Business
  6. Live
  7. Instagram
  8. Build
  9. Grow
  10. Linkedin
     

With this analysis, I can see what industry leaders are thinking about and use these hot topics to validate blog post ideas.

For example ‘Facebook Live’, ‘YouTube content’, or ‘use of bots in marketing’ all seem like good blog post ideas.

The Topic Explorer, built on BuzzSumo’s database of more than 5 billion articles, offers social engagement data to further validate keywords.

BuzzSumo leverages machine learning to suggest topics that creators can rely on, without needing to spend time analyzing line after line of information.

Popular posts are those with the most relevance and engagement.

If you navigate to the Content Analyzer, using the button at the bottom right of the popup, you will see the most evergreen topics, or sort to see the topics with the most engagements by network.

Fundamentally, content marketing is a quest for site traffic.

We spend a lot of time thinking about how to get more people to visit websites.

One way to do this is to appeal to a wider audience.

If your traffic drops off, writing about a closely related idea may expand your reach to more users.

The example comparison below shows far less competition and more average social engagement for the topic “employee engagement” compared to “human resources”.

If my human resources site isn’t gaining traffic, employee engagement might be a good expansion topic.

How to position multiple ideas

With endless blog post ideas in mind, we’ll need to think about how we use blog content to increase – rather than dilute – the impact of our site. We will also need to design a logical path for users through our content.

Lee Odden, co-founder and CEO of TopRank Marketing, recommends a hub and spoke model or a power page approach.

Hub and spoke

In a hub and spoke model, tiers of supporting and related content connect to each other and drive readers toward the hub or central content piece.

Consider creating a best answer post as the centerpiece for this strategy.

Here’s an example for accounting software:

Use The Topic Explorer to chose the best spoke content and be sure you’ve covered every facet by looking at the suggested questions and asking if a customer would find a satisfactory answer on your site.

Power pages are based on a similar concept, but they place the supporting materials, primary topic and related resources all on the same page.

Lee illustrates the concept this way:

Whichever layout you choose, a blog idea file filled with related topics is a must to drive business goals.

[CTA] Try the Topic Explorer

The post How to Generate Endless Blog Post Ideas for Content Marketing appeared first on BuzzSumo.

Source

https://buzzsumo.com/blog/blog-post-ideas/

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Aug 23

Strengthen Your Content Marketing Strategies

By bonusadm

content marketing strategies

Initially, let’s identify four typical material company goals and the 3 fundamental material types. After that,
I’ll show you a creative means to put all of it together.

Strengthen Your Content Marketing Strategy

FOUR CONTENT BUSINESS GOALS

Writing to achieve SEO results is a popular business goal, but it’s not the only one. Here are four different content business goals:

1. SEO— Creating content that attracts search engine traffic depends on aiming at targeted keywords, creating headlines and content that support those keywords, and generally delivering a piece that conforms to Google’s search rules. An example of this would be a nutrition company creating how-to blog posts that answer commonly-asked questions submitted to Google. But conforming to Google’s rules can also be limiting …

2. Customer service— A second content strategy would be one aimed at serving current customers. Content in this category might cut customer service costs by answering product-related questions, for example. This strategy teaches customers how to use your products, how to get the most out of their investments, and perhaps even encourage them to consume more by using your products in new ways.

3. Authority— If you want to stand out as an industry thought leader, writing only in Google-speak can hold you back. Establishing yourself as an authoritative leader in your category means creating content that is compelling and original, not something based on common keywords.

This has been my strategy. I write posts that go to new places, that push new ideas. The type of person who would hire me would be attracted to me because of the way I think, not necessarily because my posts do well in search results.

4. Awareness/Launch— Content can be critical to attract attention to a new product or service. Early in the life of a business, it’s difficult to win an SEO battle, establish authority, or connect to customers. You need to be known, and fast. The challenge is that normally a start-up doesn’t have the audience, or the resources to build awareness very quickly. So using content to create rapid awareness presents a unique challenge.

Content Marketing Strategy Examples

THREE CONTENT TYPES

Now let’s look at three broad content types. A few years ago, YouTube published a research paper proposing that companies who established the strongest brands on social media did so by publishing three different types of content.

1. Hygiene Content— This is the content that answers consumer questions. It is a staple of the “inbound” marketing model. An example would be an insurance company brainstorming every question a potential customer could have about their product and then answering those questions through blog posts or a video series.

Here’s an excellent example of hygiene content from North Face. The company provides extensive resources to help answer customer questions about preparing for outdoor activities:

content marketing strategies

The problem with hygiene content is that once somebody finds an answer (usually through search), they’ll probably leave your site. That’s why you also need …

2. Hub Content— This content is represented by the evergreen stories that might make a consumer want to click another and then another. You are drawing them into the site by providing content that is addictive, educational, and entertaining. An example might be adventure videos on the GoPro YouTube site, beautiful recipes on a niche cooking site, a podcast that explores political issues in-depth, or maybe even the wide-ranging marketing topics represented on the {grow} blog.

3. Hero Content— This content is built to go viral. It’s bold, epic and unique. Increasingly, big brands like BMW, Nike, Chipotle, Heineken, and Red Bull are creating this type of content to rise above the noise. Typically these are Hollywood-style mini-movies meant to create massive social media shares and views.

Although this hero content might be “big budget,” it may still be a fraction of what it would cost to get similar attention through traditional advertising buys. Here’s an example of hero content from H&M (directed by the famed director Wes Anderson, with more than 10 million views!):

How to Create a Content Marketing Strategy

Putting it all together

So, we have examples of four content business goals and three high-level types of content to serve those goals. ln this chart, we can see how these combinations work together to create 12 possible content strategy blocks. Green would symbolize “go,” yellow would indicate there is some connection, and a red box would mean there is a disconnect between that content type and business goal.

content marketing strategies - Mark Schaefer

Summarize how you might use this helpful system.

Content Marketing Strategy Checklist

Looking across the first horizontal line, you can see that if your goal is to drive organic search results through Search Engine Optimization, the focus would be on investing in hygiene content that answers questions and uses keywords that are highly relevant to your products and services. Hub content might also be useful to this goal, but you would probably never invest in hero content as a top priority.

If your goal is to serve and educate customers, useful hygiene content would be a key content investment, as well as interesting hub content pieces that keep customers on your site and build stronger relationships. Hero content? Probably not.

Establishing thought leadership requires breaking away from the pack. You don’t want to “optimize” anything. You need to create revolutionary content that makes people think in new ways and share your ideas. The emphasis would be on evergreen “hub” content and possibly even hero content.

An example of using hero content to establish authority would be Eric Qualman’s breakthrough “Social Media Revolution” video. He simply assembled social media facts and compiled them into an upbeat video in 2011. This one video turned into an annual series that propelled Eric into a book deal and a lucrative career as a motivational speaker. Here is the latest edition of that video:

Finally there is the awareness/launch strategy line. A business in this situation probably doesn’t have the time and resources to build the domain authority needed to dominate common key words and search. A new business needs to make a splash with some unusual hub or hero content.

One of my favorite examples is the “First Kiss video” created by fashion designer Melissa Coker. To break out in this crowded space she needed to create vast awareness on a small budget. With a few friends, she created a video for under $1,500 that was risky and provocative. And it worked. The little video garnered more than 123 million views and increased the annual sales of her Wren clothing line by 1,400 percent.

Another key content marketing strategy for companies in the awareness/launch phase is to use influencers to help ignite your content beyond the company’s normal audience, which is exactly how the inexpensive Wren video went viral. But that’s a topic for another day.

Content Marketing Strategies Simplified

Creating a seo content marketing strategy can seem overwhelming. But this system of viewing your starting point as the intersection of goals and content type should at least point you in the right direction. Once you’re clear on your business goal and the type of content you need to prioritize, the real fun begins!

You still need to make big decisions like:

  • Content form (written, audio, visual, video?)
  • Publishing schedule
  • Resources and budget
  • Distribution and promotion

I also want to emphasize that there is no content strategy template that fits every business. Even what I have provided here is simply a guideline. There are always exceptions!

content marketing strategy course:

Mark Schaefer is the chief blogger for this site, executive director of Schaefer Marketing Solutions, and the author of several best-selling digital marketing books. He is an acclaimed keynote speaker, college educator, and business consultant.  The Marketing Companion podcast is among the top business podcasts in the world.  Contact Mark to have him speak to your company event or conference soon.

Illustration courtesy Unsplash.com 

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Jan 17

Critical Solutions On Getting Results Through Article Marketing

By bonusadm

Are you having a hard time to successfully market your products through articles? Do you want to attempt article marketing, but aren’t sure where you should start? Then you’ve come to the ideal place! Within this write-up, we’ll present you the suggestions you will need to commence article marketing and to make sure that your initiatives thrive.

Like the smell of new Content

Like the smell of New Content

Review Article Marketing Written Content

At any time you are writing content for publication, it is significantly essential to verify or even triple-check your spelling and grammar. Readers are turned off by means of posts that are loaded with misspelled words and ungrammatical phrases. Even if your content is substantial, improper spelling and sentence structure will still make you appear to be unreliable.

Perhaps the most spectacular facet of article marketing:and content marketing most of the working techniques used by marketers today were actually devised and also put into effect by marketers. This indicates that any terrific idea you have that goes against the grain could easily end up being the next chart-topping eBook about the best ways to successfully market.

Utilize a Strong Call to Action Statement

Compose your conclusion paragraphs by using a call to action. Talk first with regards to the primary subject of your article. At that time, emphasize to your target market of the key points which were mentioned in the body of your message. Last but not least, write a statement that implores the reader to make an adjustment, fix an issue, overcome a specific thing, or something quite similar, and in one sentence let them know to seek out your product as their answer.

Assuming that your target in your content marketing strategy is simply just to acquire back links to your web site, then you can focus slightly less on the good quality of your subject matter. The main goal in this type of article marketing is to be one-of-a-kind to ensure that your content helps drive up your google search engine rankings.

Writing a series of related articles can be a great way to get the most out of your article marketing efforts. Of course every article should encourage your readers to find more of your writing, but a series has its own particular kind of powerful cross-promotion. Each installment of an article series acts as an advertisement for the series as a whole.

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Ezines are one of the best publishing platforms to use for an article marketing campaign. Remember to check the requirements ezines put on their articles, though. These requirements can change frequently. Review an ezine’s terms of service before you send it your first article, and go back to check it for changes regularly if you continue sending it material.

Identifying your viewers comes in valuable with any type of online marketing. With affiliate marketing this comes in useful given that you should have an idea what types of products or services to market. When the ads are relevant to the viewers type you get the more apt they are going to be to clicks on them.Marketing your articles via the web takes a lot of creativity. Remember that the idea isn’t only to write quality content, you also want to write very compelling content. If you can not hold the interest of your readership, then you will not have a readership and thus no visitors to your website.

Regardless of what variety of products or services you’re selling, you should have the ability to benefit from article marketing. Once you’ve checked out this write-up, you understand what you can possibly do to ensure sure your article marketing is an accomplishment. Soon, a lot of people will be looking for article marketing advice from you.

The present compilation with regards to article marketing was carried out right
after thorough research and evaluation. We genuinely hope it brought much better
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Jan 16

How To Use Content Marketing to Help Your SEO

By bonusadm

SEO and content marketing go hand in hand, but what exactly is content marketing? People often have trouble understanding the difference between the two, especially if you’re just starting out in the online marketing world.

Content marketing should be an integral part of any SEO strategy. If you’re not factoring it in, then this is even more of a reason to read this article to find out how you can better utilize content and simultaneously improve your SEO.

Just what is really content marketing?

Content marketing is a combination of all types of marketing activities that focus on creating and sharing information including (but not limited to) blog posts, email newsletters, social media posts, core content on your website, and images. It is also crucial for the branding element of digital marketing, as it is the process of getting your content in front of your potential audience.

Say you owned a new boutique coffee house, for example. As well as looking at optimizing your local SEO so that coffee lovers can find your new spot, you could utilize content marketing by sharing some images of your new coffee shop through social media platforms such as Facebook & Instagram. (You could also publish blog posts providing specific about your different roasts, instructions on how to brew the perfect cup of coffee, the story of the founding of your coffee shop, or profiles of your customers and their preferences.)

People will want to share valuable content because it’s funny, interesting, newsworthy or powerful. So try to create something unique even if you are just putting a new spin on something dated. Also, by incorporating a story that people can relate to you will personalize the experience, thus enabling a deeper understanding 0f your business from your audience.

As well as creating a brand awareness, if you choose to link Facebook/Instagram images back to your site, you will start driving relevant traffic and if the website incorporates a good user experience this will have a positive impact on your SEO, as Google will deem your website as more relevant. Plus, if your content starts to get shared by other platforms, this will continue to build up more links to your website.

What exactly is the objective of content marketing?

When it comes to effective content marketing, you should be creating high-quality & stimulating subject matter for your website visitors. The formulation of high-quality content pertains to almost anything that can be valuable to the end user; regardless if that is engaging, informative or helpful.

Through the efforts of content marketing, the goal is to naturally entice your audience and then encourage them to convert. You can do this by using a call to action on the website, which can help coax your audience to take the next step by offering a discount or limited time offer to purchase your products or inquire for your services.

For example, if you operate a yoga studio and you’re seeking to gain new clients you could write a blog post about recommendations on just what to do in the course of your first yoga class. Then, when people go to your site to read the post, you can offer them a discount on their first class. You attract them to your site with subject matter they find valuable, and then use it as an opportunity in order to get them into your sales funnel.

Can the Content literally any type of subject matter?

 The content could be in the form of photos, videos, blog posts, infographics etc. Just as long as the content presents some type of value and engages your audience, then it doesn’t really matter what type you choose.

You should carefully formulate your social networks strategy to ensure optimum engagement with the content that you share. Curating your Instagram feed and make use of great content is the key to helping to build a community and generate leads and sales via Instagram. If you’re focusing your time and efforts on distributing content on Facebook, Twitter, or Pinterest, you might adjust the style of web content for you to satisfy the interests of the various audiences

The reasons why content marketing can benefit SEO?

1. Textual content is a cornerstone of SEO. Google crawls the website and the subject matter, indexes the website page, and ranks pages accordingly.

Efficient content marketing features writing quality copy which is relevant to the phrases your audience is browsing for. For that reason, the more blog posts you write which have a keyword target, the more probable your website will begin driving in increased organic traffic. The key is making certain that your content pertains to the keyword but avoids poor SEO techniques such as keyword stuffing. Compose naturally and provide quality, high-value related information.

2. Web content provides the basis for keyword optimization. It really allows you to optimize keywords throughout the pertinent pages on your website. Anytime creating material, aim to implement a keyword phrase. Google has improved search accuracy by creating algorithms to understand the searcher’s intention and the contextual meaning of terms.

As a result, you should ensure that you have a wide array of closely related phrases being targeted within the content, as opposed to just the singular phrase you think your target market is choosing.

3. Soon after you start creating quality content and marketing it effectively, your rankings can see a positive result. New visitors to your website because of content marketing are truly potential consumers. Due to this fact, in addition to increasing website traffic to the website, it can likewise increase your leads/sales.

4. Each new piece of content you produce on your website is yet another page that Google can index. While content by itself won’t increase your visitor traffic, it gives the possibility to target new and different phrases which may engage potential customers.

5. Valuable web content improves your authority. Assuming that your content is really high quality, it is most likely to attract more back links and shares all throughout social media as well as other blogs. Valuable content will also have a part in a really good user experience, and the metrics will give Google positive ranking signals.

Final thoughts

Content marketing and SEO collaborate with each other. Time spent doing keyword research for SEO is virtually ineffective unless those keywords are actually made use of in the web content! A healthy balance of both of these is vital to success.

Ensure that you don’t zero in completely on material and that you ensure that your technical SEO is up to speed too. You could produce the finest content in the world, but if Google can’t crawl your website or there are technical troubles, the web content won’t have its maximum reach.

Source

https://www.mainstreetroi.com/how-to-use-content-marketing-to-improve-your-seo-results/

Content Marketing has indeed been extensively discussed over the online world.
We tried to accumulate some really authentic facts about Content Marketing, in
order to help you with genuine material on it. In case you would like even more
infoon Content Marketing, check out at our other write-ups on the topic too.

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buyer personas
Oct 22

How To Build Buyer Personas For Online Marketing

By bonusadm

How to Create Buyer Personas for Your Business

If you aren’t considering buyer personas in your landing pages, you could be missing a significant opportunity for customer engagement. A buyer persona is a fictional representation of the qualities of your ideal clients.

This definition includes basic information like demographics and job title, but it goes deeper than a simple customer profile by including wants, needs and business goals. Buyer personas paint a more complete portrait of ideal clients.

However, it’s easier to recognize the importance of buyer personas than it is to actually put them into practice.

Quality buyer personas can guide your content marketing efforts in the right direction. But too generic personas can result in lackluster content that doesn’t give website visitors a compelling reason to convert.

Here are some tips for maximizing the effectiveness of your buyer personas:

1. Account for the Changing Customer Journey

Many companies target multiple customer segments, which makes it more difficult to effectively engage with each group. To make things even more challenging, many business-to-business firms are discovering the sales journey is no longer linear, according to CMSWire.

Content marketing used to be primarily inward focused, centering on internal bench marking metrics. However, now content needs to take a more outward approach to be more aligned with the customer journey.

One of the first steps to defining authentic, accurate buyer personas is to carefully map a typical customer journey at your company. This may vary slightly for every segment you cater to, but it’s important to understand these distinctions to capture the right kind of leads.

This helps you pin down what kinds of information potential clients look for during each stage of the sales process.

2. Use Human Emotions

One of the biggest reasons buyer personas and content marketing in general can be weak is because they don’t include enough human emotion to be captivating.

Potential customers want to make a meaningful connection to your brand. If content is written with keywords in mind rather than the customer experience, it will most likely fail.

While B2B firms may think they are exempt from emotional brand storytelling, this form of content is more compelling than blog posts full of industry jargon. It really comes down to knowing what your ideal clients want.

3. Be flexible

The customer journey has evolved a great deal in a short amount of time, and it’s likely to continue to do so.

After establishing the criteria for your buyer personas, you need to regularly reassess the specifics to make sure they are still relevant and in line with your current target audience. This particularly true for new businesses, Shopify suggested.

4. Consider all the applicable information

A great deal of consideration and detail should go into buyer personas. Beyond job title, you need to determine the age, gender, location, education level, relationship status and personal interests of the persona.

One of the best ways to uncover this data is by surveying current clients. While this can help you identify similarities among your target audience, it also allows you to uncover their motivations for buying your product and concerns they may have had before making the decision.

This helps you expand on marketing successes in your future efforts.

If you are just starting your business, researching competitors’ customers is one way to create effective buyer personas of your own. Competing companies’ blogs and social media profiles can be a great source of information.

After thoroughly researching these various aspects of your target audience, you need to tie it all together to form one unified picture.

Are there any other characteristics that are important to define accurate buyer personas? 

Source

https://landerapp.com/blog/how-to-create-buyer-personas-for-your-business/

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content marketing
Oct 09

5 Pillars of Your Social Media and Content Marketing Strategy

By bonusadm

5 Pillars of Your Social Media and Content Marketing Strategy @DreamGrow 2017

With a glut of social media outlets, does it make sense to limit yourself to just one. And if you want to take advantage of several, how do you link them together in a way that makes sense for your marketing plan.

The 5-pillar approach is to create your own network of sites that feed each other, with each element attracting a slightly different audience and each presenting somewhat different content. That means, of course, that you have to work on the balance part. But no one has ever said that social media needs no work.

The 5 pillars are the following:

  • Your primary site
  • Facebook, of course,
  • A blog
  • Twitter
  • And any number of more specific sites, many unique to a specific industry

Each of these five has a unique role, addresses a specific audience, has a unique objective and can add to your overall marketing approach. Each requires separate content and a separate approach.

The key element of the 5-pillar plan is to tie all five areas together. Each element supports the other four, all with the objective of increasing your bottom line by attracting inbound leads. Each element must create a draw from the target audience it is designed to reach. This approach takes some work, and requires a fair bit of content, but will spread your image across a larger audience that if you simply use one of these social media.

Your Primary Site

Your primary site is designed to sell your product, service or ideas. Your site is where you want to attract people that are potential customers. It can be an e-commerce site, selling an actual product. It can also be a site that simply describes your products, services or ideas and directs the reader to a place where they can make a decision. A Realtor, for example, cannot sell a home from a site, but can certainly describe homes available for sale and let the reader know who to actually visit the place and who to contact to make that next step. It is the site you want an inbound lead to find.

Objective – As with any entity, the objective is a sale. Whether it is a product sold through your site, an idea that an NGO, political organization or non-profit entity wants to promulgate or a funnel to move a prospect to a sale in the real, non-internet, world, the final objective is to make a sale – an affirmation from a potential customer.

Facebook

The quintessential social media is Facebook, and it is hard to imagine any social media strategy that does not have Facebook at its core.

Objectives – Apart from a common use of Facebook, like constantly knowing who is at Starbucks, our objective is to create inbound sales leads and to drive people to your primary site. We need to be quite subtle about that, as most if not all others will resent a bald-faced attempt to sell your products, services or ideas.

There are some issues, and there are these concerns:

  • How do you portray your business interests without turning everybody off?
  • Since Facebook is truly social, is it enough to attract consumers?
  • Is it truly limited to personal acquaintances?
  • How do you effectively link back to your primary site?

Target Audience

The target audience for your personal page is your friends and acquaintances – some would call it your sphere of influence. Your business page would start with that, but would gradually expand to others that have an interest in your product, service or ideas.

Approach

First, it makes sense to have more than one Facebook account. At the very least, have one for your personal life and one for your organization. You will attract a different group of friends to each of the two accounts. One group will be interested in you – the other will be interested in your product or service. If you have a third interest, create a third account.

Keep the majority of your comments completely away from your business or organizational interest. When you do mention a business idea, don’t make it a sales pitch. A Realtor, for example, can occasionally mention a new listing as a public service with the idea that someone reading the comment may know someone else who is interested in that neighborhood. Just don’t make it your only comments or you will antagonize your friends.

Cross Marketing

The reason for the 5-pillar approach is to link your Facebook page to your primary site, blog, Twitter and any other accounts that you have. Let everyone know that you have other sites and that you post different information on each.

The 5-pillar approach is to create your own network of sites that feed each other, with each element attracting a slightly different audience and each presenting somewhat different content.cross marketing

Your Blog

A blog gives you the opportunity to expand on issues that are more complex, and deal in depth with topics that are a part of your business or organization. For example, a Realtor may have a site and a Facebook presence, neither of which is an optimal place to discuss complex issues of the title, loans, home inspections and the like. The Realtor can become a source of knowledge for others outside a sphere of influence and attract readers to the blog that may not be likely to visit the primary site. The blog lets you become the topical expert. It is a subtle way to keep you And your business top of mind for a large number of people, many of whom can be potential customers.

Cross Marketing

Links to your primary site, your Facebook pages, Twitter and any other social media sites must be prominently displayed. Add a short explanation what type of content the visitor can find in each of those sites. This is the KEY reason to create your own network of interconnected sites.

Make use of RSS feeds to ensure that elements of your blog appear as many places as possible. Let the world know that you know what you are talking about.

Always keep in mind that you are promoting your own mini-network of sites. Use a bitly URL to your primary site in every tweet that goes out. Even though the tweet is limited to a small number of characters, you can fit in two URLs and a short descriptive caption.

Above we have proposed the idea of 5-pillar social media network to support your business and open up to inbound sales leads. It is a mini network of sites, cross-linked, each with you in the middle, but with different target audiences and different content. Having addressed the broadest social media, the fifth leg of the approach includes the wide variety of other sites, many of which are unique to a given industry. 

You can incorporate all of these sites can into your 5-pillar system.

Pam Velazquez is a content writer for www.RecordsProject.com

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