Tag Archives: Content Marketing

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10 Things Your Content Must Do to Succeed by @LEHoneycutt

Is your content marketing on the right track? Each piece of content you write needs these 10 things to succeed.

The post 10 Things Your Content Must Do to Succeed by @LEHoneycutt appeared first on Search Engine Journal.

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How to achieve off the charts off-page SEO that will boost traffic

When you think about improving your SEO, what’s the first thing that comes to mind?

Maybe you think of rewriting your web copy to rank better for certain keywords, churning out new posts for your blog, or making sure your website is structured in a logical way.

All of these are important aspects of ranking well in search engines, but they aren’t the only ways you can optimize your web presence. If you want to rank better and get more traffic, you need to improve your off-page SEO, too. This guide will help you get started.

So, what exactly is off-page SEO?

In the simplest terms, off-page SEO encompasses all the aspects of SEO that occur outside your website (yes, it’s true). You can think of it as your reputation. Off-page SEO includes the things you do as well as the things other people say about you. Your social media activity, your customer service practices, and the online reviews customers leave for you on other sites are all examples of off-page SEO. Below is an example of reviews for realtors on Redfin:

Many people think that off-page SEO is just about link-building. It’s true that, at its core, the objective of good off-page SEO is to drive traffic to your site by earning plenty of high-quality links.

But if you just think of your strategy as a way to get more link juice, you’ll be missing a lot of the potential nuance of this topic.

Getting started with off-page SEO

Instead of focusing solely on links, it’s better to improve your off-page SEO by working on your reputation, your authority, and your popularity. In a nutshell, your objective should be to provide excellent value and connect with as many people as possible.

This is a long-term strategy, but your patience will pay off down the road – your business will gain recognition, you’ll establish your expertise in your field, and eventually you’ll start earning links from respected sites.

With that said, there are two main ways you can start improving your off-page SEO: connecting with your target audience and networking with influencers.

#1: Connecting with your target audience

Interacting with the people who might need or want your product or service is smart, both in terms of making more sales and thus improving your SEO because of the traffic that comes with it. However, it’s important to connect with people the right way.

Consumers are savvy, and they don’t like feeling pressured to buy things. Instead of focusing on what you’re selling, which can come across as spammy, grow your following by finding ways to help other people without asking for anything in return. A few ideas include:

Stay active on social media the right way

It goes without saying, but social media is one of the best ways you can connect personally with people who might need or want your service. Figure out where your target audience spends time online (this article covers how to do so in more detail), and make sure you have accounts on those platforms.

In general, the more accounts you have, the better, but keep ROI in mind – there is obviously no point wasting time on an obscure platform most people don’t use.

Furthermore, if you don’t have the resources to manage a lot of social pages, that can end up hurting your reputation, so start with the ones that matter most, post regular updates about your business, product, or service, and engage with your customers every chance you get.

Always remember, people like to know there’s a human behind their favorite business.

Share your knowledge on forums and message boards

If your target audience spends time on sites like Quora or Reddit, create accounts there and start posting. Join interesting conversations and answer other people’s questions. Aim to provide value instead of just increasing your post count.

It’s okay to mention your business if it’s pertinent to a question – for instance, you might tell a story about how you solved a problem with a customer. Just don’t push your product or service.

Your strategy on forums should just be to build up your reputation as an authority in your field. Over time, people will start to recognize you and come to you for advice.

There are tons of people online doing a great job of this. The example below from a personal trainer is just one example of someone who answers a lot of questions, has gained followers because of it, yet doesn’t focus on self-promotion but rather just making those connections:

How to achieve off the charts off-page SEO that will boost traffic

Be on the lookout for opportunities to create useful off-site content

You might already do content marketing with your on-site blog, but why stop there? Consider incorporating various types of content, like videos, images, and infographics, into your social media marketing and your forum posts.

It’s rare these days to see an infographic on a forum (except for maybe something like Reddit or Tumblr), but when you do, it stands out. Guest posting is also, of course, another great way to do off-site content marketing, but more on this later.

How to achieve off the charts off-page SEO that will boost traffic

#2: Building relationships

Connecting with your target audience is essential for good off-page SEO, but it will only take you so far. To become a recognized authority, and to start earning valuable links from experts in your field, you’ll have to network, too. Here are some tips for building strong relationships.

Guest post on other people’s blogs

Guest posting is a tried-and-true strategy for getting links back to your site. But while it’s a useful way to build your link profile, that’s not the main reason you should offer a guest post.

Instead, think of guest posting as a way to forge new relationships and help people who aren’t in your circle of regular blog readers.

The problem with guest posting for links is that you might be tempted to go for quantity over quality. But writing a lot of low-quality posts on blogs that don’t get much traffic won’t actually help you that much, and depending on where you’re published, it could even damage your reputation.

Instead, pitch guest posts only when you think you have something useful to say. Choose blogs you’d be proud to appear on, and make sure your idea is a good fit by studying the style and content of the blogs you’re pitching to.

Of course, not every blog you write for has to be a household name. In fact, if you’re just starting to guest post, they almost certainly won’t be. Still, you’ll get better results (and you’ll be able to publish on the big-name blogs sooner) if you focus on making genuine connections with other bloggers and saying something of value every time you write a guest post.

Leave comments on the blogs you read regularly

If you find certain bloggers helpful or inspiring, let them know! Bloggers love it when readers leave them thoughtful comments, and commenting on a blog post is one of the easiest ways to connect with someone you admire.

Keep in mind that there’s a right way and a wrong way to comment on blogs. Take the same approach here as you would for a guest post – focus on connecting, not just on commenting for its own sake. Don’t leave generic comments, don’t link to your website or blog, and don’t comment on a post if you didn’t actually read it.

Instead, say something relevant to the post itself. Greet the blogger by name and tell them why you liked this post. Was it helpful? Thought-provoking? Tell them how you implemented their ideas, or ask a question inspired by the post.

When you interact with bloggers this way on a regular basis, they’ll start to notice and remember you. The Wired.com community seems to do this well:

How to achieve off the charts off-page SEO that will boost traffic

Look for avenues to connect with thought leaders in your field

Leaving comments on blogs is a great way to build relationships, but it’s far from the only way. Remember those social media accounts you made? Use them to follow thought leaders and experts in your field.

Twitter, in particular, is a great way to reach out to others – it’s simple, professional, and brief enough that you don’t have to worry about bothering anyone.

Don’t forget to take advantage of offline networking opportunities, too. That’s right – your off-page SEO efforts don’t even have to involve the internet. Cyberspace makes it easy to reach out to people, but in-person networking events can be far more useful since you’re more likely to be remembered if you connect with someone in real life.

Put yourself out there by looking for some interesting conferences and meetups to attend. Start hanging out where your target audience hangs out and see how far it can take you.

The takeaway

On-page SEO is important, but it’s only half the battle if you want to maximize your success. Off-page SEO plays a huge role in building your reputation, bringing in traffic, and encouraging your target audience to choose you over your competitors.

Improving your off-page SEO is an ongoing task. Whether you’ve been working on your reputation for years or you’re just getting started, there are plenty of things you can do to connect with more people and expand your brand’s reach.

Focus on helping people out, providing useful information, and cultivating a strong network of peers and mentors. Along with a great reputation, you’ll build a profile of high-quality links that will drive more traffic to your site than ever before.

What are your favorite off-page SEO strategies? Let us know in the comment section below.

 

Amanda DiSilvestro is a writer for NoRiskSEO, a full service SEO agency, and a contributor to SEW. You can connect with Amanda on Twitter and LinkedIn.

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The Evolution of Content Marketing: What the 1900s Can Teach You by @bsmarketer

Content marketing is always evolving. Tactics and tools and tips change. But these century-old fundamentals remain relevant today.

The post The Evolution of Content Marketing: What the 1900s Can Teach You by @bsmarketer appeared first on Search Engine Journal.

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4 Easy Steps to Effective Guest Blogging That Will Make Google Happy by @tonynwright

Here are four steps to turn guest blogging on its head — without making Google mad.

The post 4 Easy Steps to Effective Guest Blogging That Will Make Google Happy by @tonynwright appeared first on Search Engine Journal.

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5 Persuasive Sales Copy Tactics & Why They Work by @malleeblue

How do you sell to a new audience who doesn't know you exist? Use these five persuasive sales copy tactics.

The post 5 Persuasive Sales Copy Tactics & Why They Work by @malleeblue appeared first on Search Engine Journal.

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How to Build a Content Marketing Strategy That Works in 5 Steps by @alextachalova

Check out this guide to create the right type of content marketing strategy that guarantees traffic and leads.

The post How to Build a Content Marketing Strategy That Works in 5 Steps by @alextachalova appeared first on Search Engine Journal.

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What’s Your Content Differentiation Factor? by @JuliaEMcCoy

What is a content differentiation factor and why it is the best way to ensure your content stands out.

The post What’s Your Content Differentiation Factor? by @JuliaEMcCoy appeared first on Search Engine Journal.

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How to Prepare Your Content Strategy for Virtual Reality by @DholakiyaPratik

Virtual reality has great potential. Here are a few tips to plan out your content marketing strategy for VR.

The post How to Prepare Your Content Strategy for Virtual Reality by @DholakiyaPratik appeared first on Search Engine Journal.

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5 little-known tools for a holistic digital marketing campaign

Everyone knows digital marketing is a field of constant evolution. In many cases, a strategy is only as good as the tools it employs.

Using the right resources enables you to keep the “tricks of the trade” in your back pocket and stay on top of the shifting landscape.

It’s no secret the next few years are poised to be monumental for the business world. Most notably, marketers are bracing themselves for breakthroughs in areas such as Artificial Intelligence, and the extremely hyped arrival of widespread virtual reality.

With so much innovation, brands need to constantly be looking for new ways to set themselves apart. Let’s talk about five little-known tools you can use to stay one step ahead in an increasingly competitive marketplace.

1. Client Heartbeat

When you’re researching a product or service online, how important are customer reviews? A BrightLocal study found that 92 percent of consumers take online reviews into consideration during the buyer’s cycle. With numbers like this, including customer feedback on your platform needs to be a priority.

Enter Client Heartbeat. This tool lets you send surveys to customers via email following an interaction. While this isn’t the only tool on the market to accomplish this task, what sets it apart is the option to incorporate benchmark data and compare with scores related to customer satisfaction.

As far as gaining the feedback itself goes, Client Heartbeat has one of the industry’s best response rates – around 60 percent.

The reason it’s successful is because they make it a point to keep the process simple. There is a maximum of six questions in which the customer can answer with a 1-10 rating.

5 little-known tools for a holistic digital marketing campaign

You can also automate the tool to send out surveys at the most opportune time, so you don’t even need to think about it. One of the premier benefits is you can gauge your results with competitors to see where you stand.

Online reviews play a huge role in today’s customer lifecycle. Use this tool to get the most out of them.

2. Workzone

Success in an organization is something that starts on the inside and works its way out. With all the different factors and distribution channels in marketing today, companies need to establish an optimal system to complete tasks and streamline information across the board.

Regardless of the size of your business, digital marketing is very much a team effort.

It can be easy to take for granted the modern organizational tools we currently have at our disposal. Finding a good rhythm for effective campaign management is much easier than it was, say 10 years ago.

Even today, there are a great deal of challenges at hand with the substantial cost of low performance. Back in the old days, there was a lot more trial and error involved. Now, there are tried-and-true templates to use.

5 little-known tools for a holistic digital marketing campaign

Workzone is an effective collaboration workspace for enterprise marketing managers, with all campaign statuses integrated in one place. The task status on the dashboard shows the team leads responsible for each sub-task and ensures that each job is nudged to completion.

There is also a Gantt Chart function that allows you to set timelines for every campaign. Regardless of skill level, Workzone is designed to be user-friendly for everyone involved.

By promoting open communication and proper task management throughout every project, this program is truly one of the best on the market.

3. Canva

Research tells us that humans process images way quicker than text. Taking this information with a grain of salt, incorporating visual effects into your brand messaging is a requirement. Regardless of what types of images you include, they need to pop. More importantly, they need to be authentic.

This is where Canva comes in. Using this tool, you don’t need to be a graphic designer to produce compelling visuals.

5 little-known tools for a holistic digital marketing campaign

You can simply upload your pictures and add some pizazz to them with a variety of color schemes, fonts, and custom templates.

Additionally, you can choose from a wide selection of images in the Canva library. While some of the more advanced ones cost money, there are plenty of free options to get you started.

4. Content Idea Generator

As many bloggers will tell you, one of the toughest parts of the job is coming up with captivating titles. There are all kinds of scientific facts that apply to how certain words and phrasing impact click rates.

The truth of the matter is you can have the best content the world has even seen, but, if the headline doesn’t draw people’s eyes, no one will be enticed to read it.

Portent’s Content Idea Generator is about as easy as marketing tools get. By simply entering in the subject you want to write about, this resource will spit out all kinds of possible ideas for headlines.

5 little-known tools for a holistic digital marketing campaign

Now, you can’t expect EVERY generated title to be a winner, but this tool certainly beats all the others in creativity and grammatical correctness. Use it as a jumping off point to get your creative juices flowing.

Chances are, with all its possibilities and suggestions, the Content Idea Generator will give you a few good ideas.

5. Hotjar

Your website should be thought of as the central hub for all of your brand’s content. Therefore, you need to be watching how people interact with it like a hawk.

If you’re new to the game, there are a lot of website behavioral tools out there to choose from. But, due to its relatively low entry price and simple usability, Hotjar will serve you well.

This tool generates heat maps of your website to give you an idea of how and where visitors spend their time.

5 little-known tools for a holistic digital marketing campaign

Rohan Ayyar, my fellow SEW contributor and colleague at E2M, who consults with clients on UX design at our website and app development arm MoveoApps, has a very interesting piece of advice:

“Depending on the layout, visitors have two typical patterns of scanning your content: F-shaped and Z-shaped. Identifying the one that works for you will help you tweak the visual hierarchy of your content for more conversions.”

You can record full sessions of how visitors read your content for insights on how your pages are being consumed to help identify bottlenecks and plan your next approach. One of the best functions of this resource is you are able to recruit test subjects for objective input on your platform.

If you are looking to boost conversion rates, analyzing heat maps is one the best types of research you can conduct.

In conclusion

Digital marketing is a fascinating entity, to say the least. With so much change and innovation, there seems to be new resources coming out every day to make business operations run smoother.

If you want to get ahead, you need to keep an eye out for the tools that can tackle your most prevalent issues. Consider these ones in your next campaign!

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5 Signs It’s Time to Stop Your Content Marketing Campaign by @IAmAaronAgius

Not getting results with your campaigns? Here are five signs it’s time to stop and rethink your content marketing strategy.

The post 5 Signs It’s Time to Stop Your Content Marketing Campaign by @IAmAaronAgius appeared first on Search Engine Journal.