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7 Steps to a Winning Content Marketing Strategy

7 Steps to a Winning Content Marketing Strategy

According to Joe Pulizzi of the Content Marketing Institute, 2014 saw a slight drop in the number of Australian marketers who consider their company effective at content marketing – down to 29% from 33% last year. However, companies with a documented content marketing strategy in place fare better, with 44% of marketers saying they are effective at content marketing. For those going it along rather than engaging a content marketing service, here are seven basic steps to creating a winning content marketing strategy for your business. Step 1 – Determine your audience Create a fictitious persona of the type of person you’d like to engage with. Who are they, what are their interests, what challenges do they face, what are their goals in life? Step 2 – Set your goals Determine what you want to achieve from your content. Perhaps you’re looking to create awareness around a certain product or increase the number of leads from your website. Your strategy will be based around these goals. Step 3 – Determine what type of content to share Based on your buyer persona, what type of content will address their pain points? Perhaps your customers are after an e-book on effective time management. If your goals are to increase leads to your website, you may decide to publish this e-book offer on your social media channels, so your customers have to click through to your website to download it. Remember to share knowledge generously in order to build trust and your reputation for expertise. Step 4 – Identify your brand voice Determine the voice you will use throughout your content. This...

8 Ways to Use Your Content to Drive Organic Traffic

You might have a goal to drive organic traffic to your blog or website, but do you know exactly what methods you’re going to use to achieve it? Are your article writers creating the right type of content to achieve your goals? Here are eight ways that you can use your content to drive organic traffic. Have a content marketing strategy Before you start on any content marketing, you need to have a content marketing strategy in place. This plan should include information on who your target market is, what activities you will undertake to engage with them, when you will implement these activities, as well as KPIs and metrics so you can measure your progress. Create a buyer persona You can’t expect to drive traffic when you don’t know who you are creating content for. Your ideal buyer persona might include information on their: Background – education, hobbies, employment type, family. Demographics – gender, age, income. Goals and challenges – employing a new staff member, or poor cash flow for example. Once you have determined your buyer persona, you can more easily create content suited to your target audience. Optimise for keywords Optimising for keywords doesn’t mean keyword stuffing or writing a post based around a single keyword. It means writing content that is relevant to your audience, so that keywords fall naturally into the text. With Google moving into semantic search, longtail keywords are becoming very important. These are longer keyword phrases rather than single or typical two word keyword phrases. An example is the keyword ‘Android’. This keyword is much too broad even though it’s likely...

7 Reasons You Should Have a Business Blog

Are you yet to be convinced of the value of having a business blog? Here’s a statistic to set the scene, thanks to Neil Patel of Quicksprout. Companies that blog typically have 97% more inbound links than those that don’t, which means more search engine traffic. He has also stated that 61% of consumers have made a purchase based on a blog post they have read. Now that’s pretty impressive. So let’s focus on seven ways that putting some time into running a blog can contribute to these kinds of numbers, and benefit your business. Become a thought leader A business blog helps you to position yourself as a thought leader within your niche. It is a form of social proof, a way to show you know what you’re talking about and that you are up-to-date with the happenings in your industry. This is a brilliant way to build trust and confidence within the buyer cycle. Provide valuable information When it comes to content marketing, it is more about being social than pushing constant sales pitches. There’s only so much you can write about one product, so the key is to think outside the square and provide information your audience will value. For example, your company might sell paint. It’s very hard to continue publishing content on paint, so instead you could share an infographic on colour trends for 2015, offer tips for home renovators on applying paint properly, or write a how-to guide on selecting colours to make rooms look bigger. A blog drives traffic When you have a website without a blog, most of the time it remains...

Content Marketing Tools – ‘Fresh Web Explorer’ from Moz

Do you use email alerts and tools to get information on industry topics and news items or to track mentions of your brand or particular search terms or keywords? If so you might like Moz’s ‘Fresh Web Explorer’ tool (FWE). Moz claim to have developed FWE to combine many of the features of a bunch of other useful – but limited in scope – tools such as Google Alerts, SocialMention, Buzzstream and others. FWE attempts to overcome the limitations of Google Alerts and others by providing access to a very broad range of useful web information in one program. What can you track with FWE? • Mentions of your brand across the web. • Backlinks to your site – could be particularly useful if you wish to do a link clean-up to remove backlinks from poor quality sites which could harm your SEO. • Social mentions of your brand on sites such as Facebook and Google Plus. • Articles, blogs and other content on a particular topic. • Mentions of / links to your competitors’ sites. • Use of particular terms, phrases or keywords. • What people are saying about a particular topic. • Content produced by a competitor on a topic that relates to you, giving you the opportunity to come up with a better offer or content version and so on. In other words, virtually any web content you want to find or track may be done through this tool. Advantages of Fresh Web Explorer • With FWE you have the option of filtering alerts in a very detailed manner, such as exact phrase matching, multiple terms...

Google Search Algorithms Explained

Confused about Google algorithms and how they affect your business website? Below we’ll explain the nature of recent algorithm updates and why content and site quality are increasingly important. Very recently Google announced the roll out of their latest algorithm update which will target what it calls ‘spammy queries’. While this algorithm is known as the Google Spam Algorithm, it has also been given the name of ‘Payday Loan’ – due to the complaints Google has received from users about spammy results from payday loan search queries. Google has also said they will be targeting poorly configured mobile sites, We will explain these in a little more detail further on. However in the meantime, we recognise that some rather unique terminology abounds in the internet scene and that just the term ‘Google algorithm’ might cause some confusion for site owners who are not very familiar with search engine optimisation (SEO), and it might require some explanation. So what exactly is a ‘Google algorithm’ anyway? Google has developed algorithms to improve the results people receive and the content people find when doing searches on the internet. Algorithms are basically programs that are designed to help people get quality answers to their queries rather than just having hundreds of pages and links – some of which may not be relevant at all – appear in front of them. So in a nutshell, algorithms are involved in improving the search function, and Google is constantly refining and improving this process. According to Google, there are more than 200 signals or ‘clues’ in their programs to help make this happen. There are also...

How to Turn Content into Customers

Content creation has become serious business for good reason – content marketing is now one of the most effective ways to generate visitors to your website and gain enquiries and new business. The problem is that content costs money and if the content you’re creating isn’t working, it’s a futile investment. There are three aspects to making your content pay: the type of content you create, your ability to distribute it to your desired audience, and your ability to keep up a regular schedule for content production and distribution. Let’s look at each aspect briefly. What types of content should you create? The short answer is: content that your intended audience will find interesting enough to read or share. That sounds simple, but the reality is that you first must define your audience, and then plan to create content of interest. It’s even trickier if your prospective clients fall into different groups who won’t enjoy the same content – for example, your clients might include residential home owners who use your services occasionally, and commercial clients who could engage your services on an ongoing basis. When you have different audiences you need to make a decision – do you create content that targets only for the largest or most lucrative group of prospective clients, do you create two streams of content and target both, or do you endeavour to create a mix of content that might have mixed appeal? These decisions will form the basis of your content strategy. How can you distribute your content effectively? In addition to creating different types of content, if you do have vastly...