Content Marketing Guides

Content is King’, again (we believe it always was). The algorithmic updates of 2012 / 2013 has meant that more than ever, quality content is key / crucial for any successful online campaign. Whether your content of choice is video, images, text, widget, graphs, charts, surveys, polls or something even more creative than these, it really is not effective if no-one sees it

Content Marketing Guides

Time For New Content TypewriterYou’re no doubt heard that ‘content is king’.  We believe it always was.  If you’re a little confused as to how to make content marketing work for your business here are a few guides to get you on your journey:


Story-Telling Is The Latest Content Marketing Strategy

Story-telling is an ancient art. When executed well, stories not only engage and entertain readers, but also leave a lasting impression in their mind. Not every visitor to your website will be ready to buy immediately. They may just be browsing the web and stumble across your content, or they may be actively assessing their options with the intention to buy at a later date. Content should engage readers deeply enough that it evokes an emotional response. It is this desire or connection you make with your audience that compels them to choose your company over a competitor. So imagine if you can produce content that not only provokes an emotional response, but also remains in their mind until the time they are ready to buy. Do this and you are guaranteed they will return to you rather than your rival. Why is story content so powerful? Story-telling is such an effective art because it appeals to the human mind. When we read general text – no matter how compelling – we typically only remember a small percentage of the context. The reason for this is because it is only the language part of our brain that is decoding the meaning, and the Broca’s area cannot retain a great deal of information. When we read a story that has a beginning, a middle and an end however, we connect the dots and remember more details. Better still, create actual imagery and readers even remember the smaller details. When the neural systems in our brain relate a true understanding of the world, the cognitive guns are fired and this is...

Dancing With Google: How To Show Search Engines You Are Serious About Content

Google is serious about delivering quality content, so you should be too. According to the Big G’s bulky guidelines, business owners should be publishing content that is unique, informative and offers value to readers. The ultimate goal of Google and other search engines is to rank high quality websites at the top of their search results. At the moment, we have to say the search engine giant is failing in its quest, which in part, is the fault of content creators. The tussle for top rankings promoted unjust practices by marketers attempting to manipulate search results. In response, the Big G took action with algorithms that penalise sites for publishing low quality content. Do how can you prove to search engines that you produce content that offers real value to readers? Create web pages that have good content The first thing to bear in mind is that the content you publish is for the benefit of readers. So you need to think about what readers want; information, advice, reassurance. To fulfil this promise, do not limit yourself to a specific word count. Make sure that every page you publish says everything you need to say. However, it should be tightly focused on one specific product, service or subject otherwise, search engines are confused how to index the page and it will not show in search results. Search engine experts recommend that any page you post live on the internet should have a least 100-words. If you are an eCommerce company with lots of similar products, you must have unique content for each product. Duplicate content is considered low quality...

Does Your Content Resonate With Readers?

Not only does content writing challenge you to develop fresh and unique ideas, you also have to make an impression on your readers. Not easy, not every time anyway. So how can you write content that resonates with readers? By tapping into their desires, interests and problems! A content strategy is more than an SEO marketing tactic. It can help you to understand the needs and demands of your audience. Content writers should also be analysing customer data in order to have a better insight of your audience. Being a good writer, means being a good researcher, and a good listener. You need to take on board what your audience is saying, and write content that answers their questions from an industry perspective. Identifying content ideas So you have listened to what your audience is saying, together with considering your company line and core philosophies, but still not sure what to write. Don’t worry, it’s natural. You just need a spark of inspiration. Take a subject that most interests you and do a Google search. What are other writers publishing on this subject, and what headlines are they using? When you read their content, what resonates with you and what points could you improve on? Also look for angles that other publishers in your field are not writing about. It helps to follow an industry magazine that is at the cutting edge of developments. If something in the news grabs your attention, you can do a quick bulletin for one piece of content then follow it up with a full length feature. Compiling notes You should be making notes...

Why Online Businesses Need A Content Marketing Strategy

The ultimate goal of SEO is to rank higher in search engines so that your website is visible and in a position where you increase conversions. And to do that you need a content marketing strategy. Which can be complicated – especially if you have a limited budget. The thing is this; new technologies have made the need for content to be delivered in different formats. Not to mention Google guidelines and readers demanding high quality content. Content marketing involves writing blogs, articles for third party sites, making videos, eBooks, newsletters, podcasts, case studies, FAQ’s, images, infographs, email campaigns and landing pages. And here’s the kicker. They all have to offer value to the reader and make it easy for them to make a decision. Which means creating each piece of content to perform a specific goal, targeted to a specific audience and designed for a specific device. Mobile handset have thrown a spanner into the digital works whereby content that looks great on a desktop computer is difficult to navigate on a mobile phone. Where do you start your content marketing? Blogs are a vital cog in the digital wheel. They allow you to use your website to publish various types of content that will attract the right audience. Adding content alone will help improve your page rank. But that does not mean by keeping a blog you will improve your conversions. The content has to offer value to readers so they keep coming back and exploring more of your site. And most of all, your blog has to position you as an expert in your field –...

How to plan a content marketing strategy

Your content strategy plays a vitally important role in your overall digital marketing campaign. It is therefore equally important that you put together a solid content strategy that will hold and help you achieve your goals. We will not lie to you, putting a content marketing strategy can be tricky and frustrating. So you are probably wondering whether it’s worth the hassle. Statistics say it is. According to Contently, content strategists are 13 time more likely to improve ROI, increase search engine rankings and earn better trust and authority scores. Not only that, but the creative nounce you need to put together an effective content strategy is an exciting proposition that gets you out of bed in a morning! So how do you go about planning a content marketing strategy? Let’s take a look! #Step 1: Tidy up your link profile If you are new to content marketing this step is easy. Your task is to move on to step two. Done! See, we said it was easy. If you already have content on your blog and, dare we say, a large social media following (cringe), this step needs some attention – and you are going to hate me for this! But it best to get it right… First of all, go through your analytics and remove any backlinks that do not serve you. If they are from low quality sites take them out. There, that wasn’t too bad was it? Okay, that’s the easy part. Now you need to go through all your back-content and remove any broken links. This is especially necessary if you have updated your...

Is Your Industry Boring? How to Develop Engaging Content

It must be disheartening for marketers of dull industries to be told they should be publishing blog content. What can you write about floor tiles that is going to pique interest? But even writers of products and service industries that are considered boring can still find angles to create engaging content. However, it does take creativity and adept writing skills, but just to throw some ideas at you, here we go! Tell real-life stories Story-telling has been an art for centuries and will never grow old and tired, especially when based on real-life events. Your stories still need to relate in some way to your brand and product, but you can use artistic licence to spice them up a little. Let’s say you work in a despatch warehouse. How many stories can you tell about things that happened in a day? I am sure you can spill one tale or two a week. Tell readers what has happened in your workplace, bring the environment and characters to life and readers will want to stay tuned. Your customers will feel like they know you even though you have never spoken to them. If you have a good sense of humour and can bring that out in your writing developing real-life stories are exceptionally engaging. But don’t be scared to stretch the truth a little – writers call it faction. Use images If you do not have a great deal to write about, look at other ways of creating content. You know what they say about images speaking a thousand words – then you don’t need words. However, a funny caption...

10 Questions To Ask A Content Writer

You know you need a blog for your online business, but you are not sure what to write, right? Maybe you are not confident in your writing ability, or perhaps you just don’t have time to maintain a blog. If any of the above ring true you need to hire a content writer. And that means parting with money. You therefore want to be assured the content writer can deliver quality content and will improve SEO page rank. Readers demand quality and oftentimes they are searching for answers. Therefore your content should be packed with information. A good spread of subjects related to your business will do the job, both for SEO and attracting readership. So how do you find a writer with this knowledge and ability? You interview them. So ask these questions: What experience do they have in your industry? Your content should speak with authority. It needs to show that you are an expert in your chosen field. If you work in a niche, the writer should have a good knowledge base and understanding of your industry and/or products. What do they know about your brand? A content writer needs to understand your brand and your company’s core philosophies. If they are acting as your “voice” you need to be assured they are saying the right things. Does the writer understand SEO? In terms of search marketing, an understanding of SEO is essential. A surprising number of writers that contribute to online publication and blogs are not aware of Google guidelines. Keywords are not as important as they used to be, although long-tail are required in...

5 Tools To Help Improve Content Marketing Results

In today’s digital environment, content is the marketer’s weapon of choice in the battle for consumer attention. But content curation and all the shebang that comes with it can sometimes feel like flogging a dead horse. Creating content, engaging with your audience on social media networks and analysing various stats is all time-consuming work and can be so frustrating you want to throw your PC out the window and go home. But before you do anything hasty, take a look at these five tools to help improve content marketing results in half the time you are spending now. InboundWriter A content marketing strategy should start with a list of content ideas. Brain storming sessions can easily devour an afternoon and leave you with a headache. Ditch the aspirin and reach for InboundWriter instead. This clever tool gives you an insight into what type of content your target audience is lapping up. Get knee-deep into some topic profiles before you start typing your masterpiece and article titles will bounce off the top of your head like a football. Directr The importance video will play in online advertising over the coming years cannot be stressed enough. It will be THE number one content format. It catches the eye of consumers and leads to conversions. It’s a no-brainer! Therefore, you should be hopping on to the video content making bandwagon asap. But isn’t that expensive? I hear you say. Yes, it is – ordinarily. But not with Directr. This content app allows you to make videos on your phone and comes complete with hundreds of storyboard ideas to get you started. Registration...

Expert Tips To Write Copy That Converts

Driving traffic to your website takes patience and hard work. Converting buyers into browsers takes skill. If your website is not graced with copy that sells, there is little point having a website. It can sometimes be the case that striking the right balance with your copy is a matter of trial and error. Should you have short or long copy? Do you need landing pages? It used to be the case that long copy was stronger, but mobile handsets are changing the way people surf the web and make purchasing decisions. Don’t be afraid to make mistakes, it’s the best way to learn. Even professional copywriters sometimes have to revisit copy and try a different tactic. To point you in the right direction, this article will give you some firm pointers of what your copy should include to increase your chances of converting and how to get the information you need. Know your audience’s needs Know your audience has become a marketing cliché, and it doesn’t always help to know the profile of your audience. You need to know what they want. Before you write sales copy, get feedback from your customers and prospects. Online questionnaires social media accounts enable you to ask specific questions that could prove useful. Make the enquiry casual rather than salesy, and if possible put a fun spin on it. The most effective sales copy you write will come from the words of your audience. Conduct extensive research Before you start writing your copy, you need ideas. Surf the web and look at the copy of your competitors. What do you think works,...
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