Content Marketing – Page 31

How to Create an Awesome Sales Page for Your Business Website

January 1, 2021January 4, 2014 by Adam Oakley

On day 4 of this New Year, we’re discussing a powerful customer conversion tool. What do sales mean to you? Are they not the pulse of your company, the very lifeblood of your livelihood? After all, without marketing that converts to sales, your business might as well be declared dead on arrival. For this reason, we are spotlighting the importance of creating an awesome sales page for your business website as our fourth New Year’s Success Tip. The Value of a Copywriter When in Need of a Great Sales Page Before diving into the how to portion of our discussion, let’s get one thing straight. There is one major don’t when it comes to creating a successful sales page, the kind that converts and actively generates business: don’t write it yourself. Now, hold up just one minute; a copywriter? Are you wondering if I’m for real right now? You’re probably thinking that you learned how to write in grade school and have only improved your skills since. Writing is a fundamental of business communication; it’s a basic skill practically every person on the planet possesses. Why on earth should you pay for someone to do something you know how to do? You’ve no doubt hired at least one of the following since launching your business: a designer, a web designer, or a marketing professional. You probably envisioned your logo design, but you needed a designer to take care of the details. You might have known exactly how you wanted your website to look, but you needed a web designer to execute the behind-the-scenes Meta tagging and website programming that made your site more than just another pretty face. You’re the President of your company, and you know exactly how to best market your product or service. But you needed a marketing professional to oversee the nitty-gritty work and stay current on industry and marketing trends. Believe it or not, a copywriter is just as important as a designer, web designer, and marketing professional. Michael Irvin, a marketing and graphic design expert, had this to say in one of his Biznik articles, “It’s a rare business owner who can write effective ad copy or web content let alone the myriad of pieces of copy that a good marketing plan requires.” It’s even harder for some business owners to understand how hiring a good copywriter makes them money. Why Copywriters Are Experts It is an unfortunate fact that far too many businesses fail to see copywriters as industry experts. Quality copywriters—the really good writers—opt for journalism degrees over business degrees. Writing comes much more naturally to them than any other type of person on the planet. What might take you days to write, takes them mere hours, which is just one reason why copywriters make you money—they save you precious time. Quality copywriters are experts who know how to craft effective copy. They intimately understand how to wield words to motive potential customers. More importantly, in today’s technology driven age, they are experts on creating quality website content. The Importance of Strong Website Content In November of 2013, we discussed how low-quality copywriting can kill your website. One of the key points highlighted is the dramatic changes Google has introduced for ranking websites. Repetitive information, irrelevant content, misused keywords, keyword heavy content, poorly chosen links, and thin content used to mean nothing. But now each of these “minor copywriting details” can wipe your website right off the search engine map. Copywriters, like designers, understand every detail of their field from microscopic to gigantic. They stay current on the ever-changing online scene, and this makes them invaluable when creating your website’s sales page. Not only will their word wielding expertise speak to and motivate potential customers, but their understanding of trending technology will save you time and make you money as your search engine rank rises. In case you’re still on the fence about hiring a professional, let’s look at the consequences of poorly written copy: Say good-bye to credibility. A copywriter doesn’t just craft opinion. They understand the importance of checking the facts, presenting supportive references, and educating your customer base. Educated customers are more likely to buy, and much more likely to be satisfied. Forget trust. In order for people to even give you lead information, they must first trust you. Poorly written copy can break trust before it’s even built. Copywriters understand how to build trust through well-written and well-formatted copy. They write not just to sell your company, but also to reach out and connect with your customer base, building a relationship on well-founded trust. Loyalty? What loyalty? Potential customers often see the quality of your web content as a reflection of your business standards, ethics, and values. The better the content, the stronger your credibility. The stronger your credibility, the more likely a customer is to trust you. Once you’ve established a trusting relationship with your customer base, customer loyalty follows. If you skimp on the copy, you can kiss this entire process and any hope of customer loyalty good-bye. The point to take away, the one you’ve likely formulated in your head by now, is that hiring a great copywriter is a necessity. If you let just anyone write your sales page, NO ONE will convert. You will fail to generate maximum sales potential, and the pulse of your business will eventually die. Need some tips for picking a quality copywriter? You’re in luck; we discussed just this topic in 5 Keys to Choosing Your Content Writer before You Start Interviewing. Creating an Awesome Sales Page Your website sales page is your primary means of converting sales. You built your website because you wanted to sell something. If you have a single product, you probably kept it simple. You have a single page website spotlighting your product, explaining the benefits, offering relevant reasons to buy and providing a means of purchase. If you offer multiple products or multi-tiered services, your website is no … Read more

A Guide on Creating a Powerful Presentation for Your Company

January 1, 2021January 3, 2014 by Adam Oakley

Now is the time to kick start your marketing strategy. It’s time to decide on the smartest, most cost effective means of improving your presence and drawing in more customers. If you engage in online and in-person marketing, or intend to do so this year, a great way to accomplish this is by creating a powerful, amazing presentation for your company. Where to Begin: Determining the Purpose of a Company Presentation Company presentations are designed for multiple audiences: the general audience, senior management, even venture capitalists. They are effective tools for reducing internal conflict and increasing external sales. While many of us see such presentations as powerful internal tools, not many recognize them as potent external marketing tools. A company presentation is more than a compilation of PowerPoint slides; according to eHow, a commanding business presentation can be a useful tool designed to inform, persuade, motivate and even celebrate a brand or company. Sounds a lot like the key points of your best marketing campaigns, doesn’t it? When a Presentation Goes Viral… …magic happens! Well, let’s be more specific: magic in the form of comprehensive, hard hitting marketing to a potentially enormous audience occurs. We experienced the fruits of a presentation uploaded to Slideshare going viral. Thousands of views equaled thousands of new and potential customers reading about a topic concerning them, all while taking in a memorable image of our company and services. If our experience has taught us anything, it’s that creating and showcasing an influential company presentation is a huge marketing tool too many companies fail to tap into. Don’t make that mistake in 2014. Instead, tap into our guide to creating a powerful company presentation: Step 1: Establish Credibility Wikipedia defines credibility as believability. In fact, Wikipedia states, “Credibility has two key components: trustworthiness and expertise, which both have objective and subjective components.” The faster you establish credibility, the more likely your audience is to listen or continue reading. It’s important to understand that credibility doesn’t need to be displayed in lengthy and overly detailed career or industry highlights. Instead, opt for a short story or experience highlighting a selection of your background related to the presentation’s topic. Credibility is incredibly vital online. It has become an increasingly covered topic since the mid-1990s when the web began growing in leaps and bounds as an information resource. This is why Forbes encourages you to “make a point of establishing credibility—don’t just hope it happens,” as one of several essential tips to creating more powerful business presentations. Step 2: Include a Goal What’s the purpose of your presentation? What can the audience expect? How is it relevant and useful to them? Your presentation should spotlight this goal right from the start. Think of it as establishing common ground with your audience. Once you’re both on the same page, motivating them to specific action will become much easier. Step 3: Sprinkle in Supporting Material Supportive material helps hold credibility throughout the presentation. It lets the audience know you’re presenting facts, not biased opinions. References needn’t be included in the slides themselves if they threaten to clutter the visual esthetic of your presentation. However, they should at least be found in your speaking notes. You can sprinkle supporting material throughout your presentation by: Telling a story or real life experience. Giving statistics or referencing a supporting case study. Referencing research material. Providing a quote from a well-respected figure. Step 4: Wield Quotations and Images Quotations and images have the ability to make a memorable impact. Wield them to separate each topic or idea within your presentation. These tools are ideal for evoking a topic without defaulting to boring title slides most viewers will rarely, if ever, remember. Visualization is one of the key qualities that set a presentation apart from word-based, content marketing strategies (such as Whitepages). A picture can be worth a thousand words, and it often leaves an emotional impression on the audience, linking them more intimately with the content. Never skimp on images when creating your company presentation. If you find yourself struggling with the visual aspect of your presentation, then take a close look at our “How To” on adding visualization to content. Step 5: Leverage Questions Questions are powerful. They can be thought-provoking tools that encourage your audience to draw guided conclusions. A rhetorical question is the perfect tool to leverage when launching your presentation. It gets the audience thinking, putting them in the middle of the action from the get go. Leveraging questions at intervals throughout your presentation will keep the audience involved, and this tactic will help motive action. As you create your presentation, think of your audience. What questions are they likely to ask? What questions will hold or pique their interest? Always be sure to answer the questions posed. If you dangle a question and fail to provide a satisfactory answer, you will quickly lose your audience. Step 6: Startle Your Audience Failing to create a powerful presentation can damage your business’ content marketing strategies, leaving you with an untapped pool of potential business. This statement just grabbed your attention, didn’t it? Suddenly, you’re rethinking the last PowerPoint presentation you created. You’re analyzing its effectiveness and trying to determine if this startling statement is true. Did you lose a prime marketing opportunity because of a poorly put together presentation? One of the most effective ways to grab attention is to present your information with a startling statement. Such statements carry a twofold benefit of demanding attention while driving your point home with the supportive information we discussed in Step 3. Together, a startling statement and supportive information create the perfect catalyst for keeping audience attention, delivering your message and motivating action. Step 7: Prepare for a Q&A If you’ve inserted a clear goal into your presentation, wielded quotations and images, leveraged questions and startled your audience with shocking statements, you’ve successfully kept them engaged. You’ve guided them to action and motivated them to actually take that action. But your job … Read more

Back From the Future: Content Marketing in 2014

January 1, 2021December 28, 2013 by Adam Oakley

Over twenty-something million pieces of content are shared every single day on the Internet, so there is no doubt that content is truly King and content marketing is its most trusted advisor. When it comes to creating web content, more is not always essentially better. You need to know that creating QUALITY content is way more important. Good Content Marketing is Vital to Building your Business Since the dawn of the Internet, content marketing (also known as article marketing) has been one of the most vital tools used by companies for Internet marketing. Many individuals use web content to tell their stories and reach out to as many people as they possibly can, thereby changing lives one post at a time. There are those who believe that imagery will overshadow content, but these people are dead wrong. Website content will become even more vital in the future. Harnessing the sheer power of words is important for creating long-term success for any company with an established Internet presence. The Truth about Content Marketing Unlike a good number of marketing efforts used by online marketers, content marketing is not mainly about driving sales (although that is DEFINITELY going to happen with quality content marketing). It is important that you understand that the first, and major, goal of all web content is to build relationships with clients, customers, or readers. For example, posting exclusive information on top social media platforms will help followers feel totally connected to your brand. You can take that step further by simply following up and directly interacting with readers through the site’s comment section. This will make your readers feel like you are giving them special one-on-one attention – this will require major commitment on your part. Having a good quality website or blog content will make readers want to visit your site again, and share the content with the people they know. When building relationships with your readers or clients/customers, it is vital to make use of different kinds of quality content so that potential customers can interact with your brand on a regular basis. It is of the utmost importance for every company or individual with an online presence to build SEO pages that focus on people over keywords and rankings. The 5 Most Popular Types of Content Marketing A couple of the most vital trends in content marketing involve technologies and tools, which were not even in existence a few years ago. One of the smartest things business owners need to do is to make sure that they keep abreast of the most recent types of web content, and then utilize them correctly to woo potential customers. Here are the 5 most common types of content marketing: 1. Blog Posts – Business blogs are becoming more and more popular and are a requirement for any business to become successful on the Internet. 2. Electronic mail (email) Newsletters – Clients expect to get top quality content from businesses they are doing business with. Delivering valuable information about the brand via email is an effective way to meet clients’ expectations. Please Note: It is important to send quality written, error-free, email newsletters. Poorly written content just screams “unprofessional.” 3. Video – Video is a cool way to communicate with your target audience. 4. Podcasts – The great thing about podcasts is that it offers companies the opportunity to speak to their clients or customers in a more personal way than an impersonal advertising medium. 5. Social Media – Facebook posts, Tweets, Google+ updates, and other social media platforms are a wonderful way to interact with target audiences. You can utilize TrendsMap in order to know what is trending on Twitter within your city or in other top cities in the country. These social media platforms allow for a two-way interaction between your business and your customers, which is a really great way to develop strong relationships. Providing Value to Target Audiences The biggest trend to expect in 2014 and beyond when it comes to every type of content marketing is the value of the content created. A few years ago, it was possible to write total nonsense, publish it online, and get away with it. Currently, more and more people want to get great value for the time that they invest in reading online content. In other words, people do not have the time or the patience to read content that they consider absolute “garbage.” As a business or website owner, it is your responsibility to find out what questions your target audiences need answered. Take advantage of the top content marketing tips in order to create content that is engaging. Then use content marketing to provide the answers to their questions or offer solutions to their problems. This could be as easy as providing information about the best coupon code websites for highly coveted products or services. Providing target audiences with the information that they need is exactly what content marketing is about. When content marketing is done properly, you can count on creating a customer or client base that is not just loyal, but also assists your business with word of mouth advertising. There is no doubt that this is THE most effective and powerful type of marketing, so business owners will need to develop and implement a valuable web content marketing strategy for the future. Amazing Content Marketing Information You Should Know for 2014 It’s no secret that content marketing is here to stay. In fact, 93 percent of B2B marketers use content marketing. A large number of marketers also have plans to increase their budget for content marketing in 2014. Nonetheless, there are still some challenges faced by many marketers as they struggle to generate interesting, quality, and engaging content. Many buyers become irritated when they see content that they consider just self-serving, unashamedly promotional, and not filled with valuable information. In addition to this, a considerable amount of marketers say that … Read more

Content Marketing in 2014: 11 Predictions To Expect

December 31, 2020December 24, 2013 by Adam Oakley

Whether they realize it or not, a large number of businesses are already using content marketing strategies. Because some companies are still not familiar with the term “content marketing”, let’s water it down. Content marketing is basically all about providing helpful information to existing and prospective customers for the main purpose of increasing brand awareness, encouraging customer loyalty, driving website traffic and attracting new customers. New websites are launched every second, so you will need to employ top content marketing strategies that will ensure that all virtual roads lead to your website. Predicting The Winds of Change For Content Marketing in Twenty Fourteen How will all this change in 2014? There have been several predictions. Which ones are the focus? Let’s take a look at the top content marketing trends to expect in 2014. 1. Website Management Will Improve with Advanced Technologies Every single year the content marketing industry is greatly impacted by new technological advances. In 2014, experts have predicted that there will be more advanced tools that website owners can use to effectively track the progress of their website – this is the part where you scream “yeah!!!” Currently, it has been quite cumbersome, time consuming, and expensive for a large number of businesses to monitor and use the analytics for every piece of content on their website. However, with improved online resources, you will be able to analyze every single piece of content on your site for popularity and usefulness. 2. Content Will Start to Change Search engines are going to relegate poor-quality content to the nosebleed section of the page rankings. Quality content will be tailored to suit the requirements and answer the questions of target audiences (this is the time to seek the services of a reputable content provider if you want your site’s content to stand a chance in the highly competitive internet world). Currently, a lot of companies are creating content the wrong way. The content found on most company websites are written solely for the company, its employees, suppliers, business partners and not for the audiences that matter the most – the customers/clients! Experts predict that in 2014, a considerable number of businesses will start to understand the significance of customer-targeted writing and their content will start to change. If you are a small business owner, you should learn how to build content strategy for your small business website. 3. Every Company will Know the Importance of Content According to the 2013 State Inbound Marketing Report, 60 percent of businesses know the value of inbound marketing and are making use of content marketing strategies to boost their sales. In other words, the remaining 40 percent are clueless as to the importance of content marketing and are dangling at the bottom of the internet-food chain. It has been predicted that by the end of 2014, all businesses will become very familiar with inbound marketing and content marketing and will utilize these strategies to drum up more business. 4. Social Media will Certainly Play a Bigger Role in Content Marketing Though a considerable number of businesses are starting to familiarize themselves with social media popular platforms, very few companies actually know how to use these awesome platforms to properly boost sales and promote higher web traffic. By 2014, there will be a big trend in content marketing to social media platforms for specific targeted audiences. 5. There Will Be a Huge Demand for Top Quality Content HUGE. Why? As mentioned earlier, top search engines will be relegating poor-quality content down the search engine rankings with absolutely no hope of being seen – oh yes, search engines mean business! In 2014, smart business owners will recognize the importance of quality content and the need to have quality, well researched and written content on their website. As the demand for top-notch content increases, so will the demand for experienced and top quality content writers. Since experts have predicted that all business owners will understand the value of content marketing by the year 2014, this means that content writers will expect higher standards from clients, as more clients will know precisely what they want for their website. When you take a good look at the previously mentioned predictions, you can start to understand the increasing need for well researched and well written content delivered through the right platforms for your business. There is certainly no doubt that content marketing will always be regarded as a vital component of any B2B marketing tactic and its use will always keep growing. Having a highly successful content marketing campaign will certainly establish you as a professional in your field and lay down a foundation for a long-term, healthy business relationship. In order to make sure that your website remains attractive and relevant to your target audience, you will need to stay on top of the content marketing strategies. It is important that you know how to deliver useful content for your content strategy audience. Doing a lot of research and investing time in reviewing content marketing blogs can help you to know the value of top-quality content and how the trends in content marketing keeps evolving. Next, let’s talk about the top major uses content will have in 2014. 6. Personal Brand Growth with Content & Content Strategizing It is no secret that content marketing is a tested and trusted way to build links for improving search rankings and website traffic. If you are employed in a large organization, personal branding is a focus. It’s essential in building a strong presence in your industry. This will not only be beneficial to the organization, but also to you. Having a great personal brand can help you acquire a wealth of new opportunities that stretch way beyond existing alternatives. Personal branding has assisted professionals like Chris Guillebeau, Brian Clark, and Seth Godin. These professionals built a strong personal brand together with their existing companies to make themselves a solid resource for marketing, entrepreneurship and originality. … Read more

New Year Resolutions: 6 Steps for Writing Content That Actually Ranks

January 1, 2021December 20, 2013 by Adam Oakley

The New Year is almost here and while you might be writing down some personal resolutions, how much effort have you put into some website resolutions? Let’s face it; Google has practically demanded all website owners to beef up their quality and stop fooling around, so your #1 resolution this year should be to take your website’s content seriously. Well, if you want to rank high that is. Content Strategies that Rank Websites We’ve drilled this concept into your head time and time again: content is crucial. But for the sake of being consistent we’re going to do it again. If you don’t have high-quality content, Google won’t rank you period. So if you’re ready to boost up your rank and (hopefully) increase your website’s earning potential, it’s time to take New Years to a whole new level with these critical steps for writing rankable (and bankable) content for 2014. 1. Create a Content Strategy…We’re Serious How many times have you seen the words “content strategy” from us? Well it’s clear: you need one. Everyone needs one. Even if you’re the best writer there is and you have the juiciest topics and greatest content, you still need a strategy. Think of it like you’re going to war. The search engine is the enemy, the competition is teaming up with the enemy, and now it’s time to find a way to take them both down. In a battle, would you just run full speed ahead and hope for the best (hopefully you don’t lose a leg…kind of like losing your search engine rank) or would you strategize so you keep your limbs (and your rank)? We’re thinking a strategy might be a good idea. We personally like our limbs…and our ranking. All right, so what’s a good strategy? A good content strategy is well thought out and it’s certainly not something you can write up in a day (if you did, you might want to review that one more time). Your website is unique, so we cannot give you the golden formula that tells you exactly what your strategy should say, but we can tell you what it should at least entail: You need goals. If you don’t have purpose when you write your content, you’re not really going to get results. Think of what you want before you write. Your unique selling point. Think about it. What makes your products sell? Why are you awesome? Only you know the answer to this and you had better use it to your advantage in your content. A defined target audience. If you don’t know whom you’re writing to, you’re not really going to reach them on a personal level now are you? We know you, that’s why you’re still reading this. These are the three critical things every content strategy needs. Audience Bloom has an article about how to write a “Kickass Content Strategy” and we highly suggest you breeze through it. 2. Show Your Audience You Actually Care Today’s audience is selfish and that’s OK. You should write to the audience and show them you actually care about your content. Be unique, fresh and actually give them something. When you dribble on and regurgitate the same old content out there already, you’re just telling your readers you’re too busy to show them you give a darn. It’s true. Sit down and take some time to write out your content. Give your readers some valuable insight that no one else has. You’re the industry and business expert, right? You know your products and you know stuff that the Average Joe or Jane doesn’t. Share it! Internet users want to learn and walk away from their computer screen feeling savvy. So, again, how do you show your audience you care? By writing high-quality, unique content By giving them something other than what they’ve already read 500 times By offering some real insight and value Think of the websites you follow. Do they teach you something? Do they give you something to walk away with and implement right away? You want your site to be just like that, so create content that gives to the reader and you will do just that. 3. Long-Winded is OK, If You Do It Right By long-winded we aren’t talking going on and on about nothing. That’s not good. However, the length of your on-page content needs to get a little fatter. Not just in quality, but in length too. Google wants more words on the page. While they’re not advertising how many words (keeping to their notorious reputation for being vague), the length seems to correlate with how Google ranks authority. Now, before you go off and write a 2,000-word blog about nothing, stop. Google feels a longer article or blog post showcases authority only if it has quality writing, value, and research. Filling a page with a wall of useless text is not authoritative and will not get you a high ranking with Google. According to WebDesignLedger.com, content with more than 1,000 words has a better chance for ranking higher. We think this is because Google looks at time and effort. When you take the time to do in-depth research, analysis and write up something that offers a multitude of value to the reader, it shows Google you’ve gone the extra mile. Since Google is all about quality, quality, quality, that extra mile means a higher rank. So, in 2014 try to sprinkle in a few longer posts — we’re thinking over 1,000 words will certainly do the trick. But, make sure each post is well researched, thorough and gives readers in-depth knowledge. 4. Stop Using Vanilla Headlines You obviously cannot smell through the computer screen, so we’re not talking about vanilla extract. What we’re talking about is boring, usual headlines. Headlines are in bold, but if the text isn’t as equally eye-catching, it won’t do your site much justice. Now, you’re probably asking what a headline … Read more

5 Tips for Maintaining Content Flow During the Holidays

January 1, 2021December 11, 2013 by Adam Oakley

You know it—these end-of-year holidays are some of the busiest times. From endless company gatherings to family events, you’re bound to be going from one spot to the next, and with very little breathing time in between. Here’s the conflicting part. As a website or blog owner, you know that content is important. Google demands website owners to take charge, publish on a predictable schedule and always keep up with quality. Content Flow and The Holidays: Maintaining Your Flow With the chaos surrounding the holidays, meeting Google’s demands and the demands of your family can easily overwhelm even the world’s best planner. 1) Holidays Aren’t Really Vacations Let’s face it holidays aren’t vacations. Even when you go out of town, you won’t find much time to yourself. You have family to visit (remember your mother-in-law who has insisted you come out this year — even though “out” means 500 miles from home?); you have kids who want the perfect gifts; and you’ve got some decorations to deal with to bring up the spirit. There’s a dizzying array of demands on your plate — shopping, parties, cleaning, entertaining, baking, just to name a few. There’s a heightened risk of anxiety during the holidays, according to the APA and while we cannot handle your shopping or baking, we can offer some insight as to how you can manage your content flow while you’re off dealing with the holidays. 2) Plan Ahead, Seriously Once the holidays hit you’ll have little time to deal with much. So, a few months before the holidays you need to sit down and plan out at least two months of preset topics. If you already have a year-long content strategy, your topics should be already set and ready-to-go for the holiday span. If you don’t have one, don’t panic. Instead, sit down (like now) and start writing out your topics for the next two months. Ideally you should have enough topics to go over Thanksgiving, Christmas and well into half of January (so you have time to recuperate and regroup). When you write out your topics, make sure to include: A quick summary or bullet points about what you’ll cover in the post Any links or photos you’ll use Any keywords you plan on incorporating Write out the title (if you can) A posting schedule — when the blog will be posted 3) Wait, I Can’t Think of That Many Topics! Yes, it can be hard to come up with a few months of topics on the fly, but the holiday season should be one of the easiest to pre-plan for. Think of the inspiration that is all around you — Thanksgiving gatherings, Christmas morning, fun treats to make with the kids, etc. Be fun, be holiday-inspired and just let the holidays guide your content. People around this time of year are craving holiday-themed posts, so feed their cravings. Need some more holiday marketing tips? Consider this article by the Small Business Association. 4) Now, Write Ahead So you have a plan that covers the next two months. The next step is to write those topics up. Sure, that might require you to sit down and spend an entire week writing blogs, but by getting them done and scheduled you have one less thing to worry about this holiday season. 5) Consider a Managed Solution Sometimes it’s just too much to plan it all out and write it up in a holiday crunch. If that sounds like your situation, a managed solution might be the optimum choice for you. A managed solution can be hosted in-house or outsourced to a content writing service. With a managed solution you can still remain in control of your blog topics or you can hand over the reins and let your content service pick the topics for you. While a managed solution might mean you’re paying someone else to manage your blog, there are some critical benefits that often outweigh the costs, including: You’ll have a team of experts who know about blogs and content. They can devise a content strategy that keeps your posts coming regularly – which helps with your search engine rankings too. You won’t have to worry about writing while you’re busy. A managed solution has a team of writers that whip up quality posts and keep up with your blog. A content service is likely to have a team of editors, which means you save time on proofreading and editing. Your content will be optimized with keywords, but also will be holiday-targeted, which means your content is more likely to be shared and go viral — double win for you! Maintaining content flow during the holidays is crucial. Google expects you to publish on a regular basis and if you stop altogether, even to break for the holiday, you might notice a drop in your rank. Instead of risking the chance, add your blogs content to your to-do list for this holiday season.

How to NOT Stuff Your Content Like this Thursday’s Turkey

January 1, 2021November 28, 2013 by Adam Oakley

Thanksgiving is upon us. (Happy Thanksgiving, if you’re reading this!) While everyone else is dreaming about a succulent turkey with all of the traditional fixings, perhaps you’re dreaming about better SEO rankings. Okay, maybe you’re thinking about the turkey a little more. No Content Stuffing, It’s Simply Not Allowed! In the spirit of Thanksgiving, we felt it was time to talk about stuffing. But we’re not talking about Grandma’s famous stuffing – we’re talking about keywords and how stuffing won’t be as satisfying as your Thanksgiving meal. Keywords Are Like Cranberry Sauce We all know cranberry sauce. It’s tart, sweet and just the right amount on the plate amplifies your Thanksgiving dinner to the maximum. Now, add too much cranberry sauce and your plate is overwhelmed and all you taste is that tart, bitterness that too many cranberries can give. It ruins your dinner. Keywords are like cranberry sauce. Stuff too much into your content and it comes off bitter not only to your readers, but search engines as well. Today’s Google looks at keywords like that red, iconic condiment of Thanksgiving: just the right amount to finish off your content is perfect. So what is keyword stuffing? If you’re unfamiliar with the term, it refers to a practice of loading blogs and web pages with keywords in high volume as an attempt to manipulate search engine rankings. Often, these keywords are awkward, placed randomly and really don’t improve the content — sometimes they are not even relevant to the content, according to Google Webmaster Tools. Filling pages with rapid fire keywords won’t do you much good and will certainly give your readers a reason to move on to a different site. An example of keyword stuffing: “SEO, SEO services, SEO Los Angeles.” Notice how there’s no sentence structure? Just a bundle of keywords? This is an extreme example, but hopefully you get the point. Here, read another, we dare ya! “Here at SEO Experts in Los Angeles, we sell the best SEO services in Los Angeles. So if you’re looking for SEO experts in Los Angeles, be sure to check out our SEO services. We’re the best SEO experts in Los Angeles.” It’s awful and quite painful to even read, right? Trust me, your readers will think the same, if that’s what they’re greeted with on your website. So Keyword Stuffing Doesn’t Work Then? Nope, not anymore. Google and other search engines have smartened up. Keyword stuffing no longer works because Google’s algorithms are trained to look over a site and determine if keywords are used improperly or in an unreasonable number. If you have an ultra-high density of a particular keyword, Google will drop your rank rather than increase it. If you’re a repeat offender you might notice your site is removed from the search engine index altogether. What Happens If I Keyword Stuff? Okay, so let’s say you add too many keywords to your content. Just like the cranberry sauce example, you’re likely to get: Less engagement and sharing on your site. No one’s going to rave about your turkey (content) when it’s smothered in cranberry sauce. You’ll be penalized by the search engines for keyword stuffing and recovery isn’t fun. Your conversion rate will drastically drop (or disappear altogether). No one will bother reading your content — would you? So How Do I Avoid Keyword Stuffing? It’s easier said than done. First and foremost, quit fretting about your keyword density — this isn’t as important as you think. Focus on long-tail keywords, as the Content Marketing Institute suggests. These are phrases with three or more words that offer a high volume of searches and are more relevant to your content — and also less likely to accidentally stuff. Review your keyword density before you publish. Less is always more with keywords so add a keyword or key phrase when it makes sense, but don’t focus on a density at a specific number. There is no magic number, but some say two to five percent is probably the safer goal to reach. No matter what you do, don’t load your pages with irrelevant keywords. According to a recent article by WebProNews.com, using keywords that aren’t relevant to your content or brand marketing can be detrimental to your rank. Some Tips for Success Create a 12-month content strategy that has topics, titles and keywords that you will use (naturally) within the content. Write to offer your readers value — don’t write for the search engines. Create content that is practical and helpful. Be unique and show off your expertise — that’s why people are visiting your site in the first place. Use title tags and descriptions for optimization. Make sure your content is never duplicated. Use spellcheck and grammar check — no one likes misspelled words.

How to Deliver Useful Content for Your Content Strategy Audience

January 1, 2021November 26, 2013 by Adam Oakley

Knowing who is going to be reading your content is key when you’re planning a content strategy. Marketing these days is hard, but it doesn’t have to be. It’s all about creating content that your audience will actually enjoy reading, continue reading, and even tell others to read. To make that to ‘die for content,’ you need a content strategy that dictates your voice and delivery, and this all starts with understanding your audience. So Who Is Your Content Strategy Audience? If you ask the average business owner to describe their target customer, you’ll often hear attributes of a too-good-to-be-true type of customer. Most target customers are based on assumptions and not facts, which is why a lot of great brands are never recognized — because they cannot create content that attracts their ideal customer (because they have no clue what their ideal customer is like). There’s no one-size-fits all audience solution according to Inc.com, so you can cross that off your checklist right now. Your customer type is as unique as your brand and the products/services under your brand. A legal client isn’t going to be the same as a wedding planner’s client list, now will it? Your content must be customized to your industry and the type of customer who is interested in what you have to offer. There are three basic questions you should answer with your content: Who is your primary audience? Are you targeting teenagers? Retirees? Single mothers? You have a target customer and they can be somewhat categorized, so pick a category. What purpose will your content serve? How is your content going to help the target customer? What’s your typical customer’s attitude toward your product? Be realistic — not everyone is enthusiastic about every product or service out there, even if they need it. Identify Your Target Customer A good content strategy has mapped out the target customer. You should know the average age of your shopper, gender, race, etc. For example, a home loan agency typically meets with people between the ages of 25-30, probably both men and women, and ethnicity can vary depending on the region. A company selling supplemental prescription coverage, on the other hand, might typically sell their product to retirees (above the age of 60) who need to supplement where Medicare and Medicaid lack. Decide Your Purpose Your content, service, brand, website, etc. serve a purpose. You are the answer to a potential customer’s issue — otherwise your business wouldn’t exist. What is your purpose? What are you solving for your target customer? According to the University of Maryland, you can’t write content without knowing what you’re solving for your reader. A website designer, for example, helps companies and individuals set up websites that they couldn’t otherwise do themselves. Therefore, a website designer’s content should address the concerns of the average website owner, show the reader they understand the difficulties of building a website, and offer their services as a solution. You’re the go-to man (or woman). You know all the codes, the tricks and you have a portfolio of awesome websites to back it up. Use that to prove you’re the solution. A personal injury attorney, for example, is there to help accident and injury victims receive compensation. Your content should be understanding, comforting and address the common concerns of your average client. You know your clients are probably worried about paying for their endless medical bills, getting their car back together, or paying for their mortgage. Address those concerns with a comforting, helpful tone. Remember Your Target Customer’s Concern Just because your services or products are necessary, doesn’t mean your customers are excited to buy them. Insurance, for example, is something everyone needs but no one wants to pay for or deal with shopping for. Address these issues in your content and call your customer out on their concerns. Have a valid argument against that issue so your customer has no excuse. Remember the Viral Factor Successful content is content that people want to share with others — and makes you go viral. It can be tricky writing that unique piece that people are compelled to share, but there are a few things that can increase the likelihood your content will go viral. Improve the Reader’s Social Standing – Most readers only share something if it improves their personal image or helps forge relationships with others. So, share content that a reader would want to share with other people to establish a better relationship. Use Triggers – There are things that can trigger emotions and emotions are popular in viral content. Use fear, anger, humor, sadness, etc. in your content (where applicable) to incite an emotion in the reader. One of the biggest causes for viral content is awe, second humor. Share a Personal Story – People like to know that there is a human being behind your brand. Share personal stories or have touching customer testimonials on your blog or website that reach your readers on a more personal level. Learn more about what makes content go viral in this article by Entrepreneur. Bottom line: if you consider your audience in your content strategy, you’ll deliver a much more powerful selling message than if you address what you think is your “target customer”. It takes time to research your ideal market, but that research investment pays off when you convert over 80 percent of your readers into customers.

How to Build a Content Strategy for Your Marketing Agency Website

January 1, 2021November 25, 2013 by Adam Oakley

As a marketing agency owner you already know why your clients are hiring you: they need you to get the word out for them. But if your website doesn’t market your own services effectively, why would a business want to hire you to market them? Marketing agencies must be good at creating effective marketing campaigns that catches the eye of potential clients and promotes their clients brands. Therefore, it only makes sense that your marketing agency has a content strategy in place to market yourself first. Does My Agency Really Need a Content Strategy? Bottom line: if your marketing agency doesn’t succeed, your clients won’t either. Having a clear content strategy for your agency is imperative for determining your own success as well as the success of your clients. After all, as a marketing agency you’re likely to take part in developing your client’s content strategy too. Content is crucial for any business and more people are starting to catch on. So Where Do I Start? If you’ve never developed a content strategy for your business, now is a great time to start. According to the Content Marketing Institute, there are seven initial steps everyone should take when developing a content strategy: Define Your Goals: Why are you making this content? What do you need from your website? Record the Metrics: Decide how you will track whether or not you’re achieving your results. Gather Up Some Research: Research your typical buyer and how you can market your services to them. Do you market to home care agencies only? Or do you accept all business and industry types? Decide on Content: Decide the type of content you’re going to write for your marketing agency. Create the Content: Get writing! Distribute Content: Whether that means publishing it on your site or distributing it through press releases, you have to distribute it somehow. Follow-Up: Review your content and measure its performance. If it’s not meeting your goals, it’s time for a revision. Keep It Diverse—Like Your Customers As a marketing agency, you represent a variety of clients, industries and brands. If your content focuses on only one type of industry or customer, you’re going to limit your acquisition capabilities. A good content strategy should be diverse, just like your client list. Make your services appeal to the little guys as well as the corporate bigwigs. Make your content fun enough for those younger entrepreneurs, but sophisticated enough to attract the long-term owners. Press Releases are Crucial You’re a professional marketer, so you need to market yourself like crazy—literally. One of the best ways to get the word out about your service is through press releases. A press release is a news-like piece distributed through top press release distributor sites, like PRWeb or PRNewswire. Today’s press release, however, is a lot different than the press releases of a few years ago. Press release distributors are no longer allowing poorly written press releases through, and the information must be newsworthy. You can include keywords and links, but don’t think because you’ve done so your rank is going to shoot through the roof. Instead use press releases as a stepping stone to get potential clients to visit your site. Not sure where to start on your press releases? Here are a few tips for success. If you need more, read this article by Forbes on how to write a news worthy press release. Be concise. No one wants to read a 1,000 word press release and no one will read it if it’s a wall of text. Stick to 300 or 400 words maximum. Even better, use a numbered or bulleted list somewhere to drive your points home and sum it all up for the reader. Be newsworthy. Your story needs to sound like news and be something urgent. Whether you’re updating them on changes in-house or a new client you’ve acquired, it must be newsworthy. Consider the newspaper and what you read. You won’t see a post about a computer breakdown, but you might read about a company signing on with a new computer repair service to add to their pool of clients. Don’t sell. There should be no selling in a press release what-so-ever. Instead, tell the reader what news you have to share and redirect them to your site or blog for the sales speech. Release often. You should release press releases a few times per month (perhaps once a week). Get Blogging Blogging is critical. A blog gives clients a sense of your personality and your range when it comes to marketing. In fact, according to the State of Inbound Marketing in 2012, 56 percent of companies who blog at least once per month acquire a new customer. About 92 percent of blogs who post multiple times per day acquire a new customer. Blogs that are posted just once a day have a 78 percent chance of acquiring a new customer. So, if your marketing agency isn’t blogging at least daily, you’re halving your chances of catching new clients. You market your customers and you know how to sell. Show potential clients your skills by marketing yourself first. Creating a killer content strategy can help market your services to a broad range of clients and ultimately increase your business. If you just can’t put it to screen the way you intend, consider hiring a professional content writing service instead. They can take your goals, help you with your content strategy and get you the large customer base your company needs to stay competitive.

Tools That Are Essential for a Killer Content Strategy

January 1, 2021November 16, 2013 by Adam Oakley

You’ve taken the time to develop a content strategy, perhaps you’ve spent a lot of time creating a strategy, but it’s just not performing as you had hoped. Sometimes even the best content strategies need a little extra help. Luckily there are plenty of tools out there that help you during each stage of the content strategy planning process, implementation and analysis. Know What’s In Your Content Strategy Before Creating It Your content strategy should already include this, but if not, it’s time to add it. You should know what you’re posting and when you’re going to post it — that goes for web content too. There are a few tools out there that can help you keep track of your content and create an editorial calendar. Even if you don’t run a blog, having a calendar that schedules out everything from articles to press releases to social media posts is important. If you’re not sure how to create a calendar or you want to know how to organize it, read up on setting up your editorial calendar in this article by the Content Marketing Institute. Some great content planning tools to look into include: Google Docs – Google docs is free to use (as long as you sign up for a Gmail account). You can use the spreadsheets or use the Google Calendar to write down what posts launch and when they’re supposed to launch. Since you can add people to your calendars, you can keep the entire company in on what’s happening with your content next. WordPress Editorial Plugin – WordPress.org has an editorial calendar plug-in that you can integrate in with your WordPress website. The plug-in is free and works with most WordPress platforms. Make Sure Your Strategic Content Isn’t a Copycat There’s nothing more detrimental to your website’s rank than copied content. Even if you don’t intend to copy, you have dozens of websites that might carry similar content (which means a few words might register on a plagiarism checker). There are a few tools out there that can help you scan your content before it’s published to keep you copycat-free. Write Content That is Error-Free You might be the authority in your industry, but if your content is riddled with spelling errors and grammar mistakes, your readers won’t think you’re the “go-to” for advice. Poor grammar can also impact your brand and your SEO, according to an article on Business2Community.com. Luckily you don’t have to be an English professor to get your grammar right, especially with today’s grammar checking tools. PolishMyWriting.com – This unique tool offered by After the Deadline reviews your content for grammar, style, and spelling issues. Each correction is a suggestion, leaving you in control of what is changed. You can download the app directly into your browser to scan your content as you write it or just copy/paste into the site’s app. Copyscape.com – Copyscape is a paid subscription, but it is also one of the best checkers on the market. You pay about $0.10 per scan and that small fee goes far. Copyscape will flag portions of your content that are copied, tell you how much of your content is copied and highlight the copied text so you know what to correct. Grammarly.com – Grammarly offers a paid grammar checker that can catch up to ten times more mistakes than Word. It offers vocabulary suggestions, helps correct active and passive voice styles, and locates grammar errors instantly. PaperRater.com – Check the grammar, spelling and style of your content for free with PaperRater. While it may not catch as much as Grammarly, it will catch a lot more than you might proofreading yourself. Get Your Keywords Right Keywords are still crucial to your rank, but only if they’re used in combination with good content. While Google might have taken away their Keyword Tool, there are still options out there to help you plan out the right keywords for your website, including Google AdWords Keyword Planner. Once you know your keywords, you want a healthy density in your content. Avoid going over three percent, if you can. To check your keyword density there are plenty of free and paid tools you can try. Live-Keyword-Analysis.com, for example, allows you to plug in your keywords, copy/paste your content and quickly tells you the density of your targeted keywords in your content. Another free tool to try if your content is already published on your website is KeywordDensity.com. Simply enter your URL, the keyword or key phrase, and let the app analyze your pages for density. There are plenty of tools out there, plenty are free too, that can take your content strategy to the next level. With the investment you’ve made in making a content strategy, you can almost not risk wasting that effort by not using these killer tools.