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Generating better content ideas

Millions of web content get published every day – from blog posts, videos, podcasts, image-based up to interactive content.

Standing out in the content game (in any industry) will obviously become tougher to be consistently accomplished, considering that there could be thousands of newly published content in your space each day (which will possibly grow even further in the coming years).

Although it doesn’t entirely mean that competing against brands that have already made it through this channel is not a viable option to those who are just starting.

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Developing a Content Strategy like a Fortune 500 Brand

This entry is a guest post by Glen Dimaandal, the Online Marketing Manager at Emerson Network Power, a business platform of Emerson Electric Co. He is also the founder and CEO of GlenDemands Inc, a Philippine-based SEO and Content Consulting firm.

By now, we’ve all come to terms with the fact  that it’s practically impossible to succeed in SEO without having great content. After the Panda, Penguin, and anti-guest blogging initiatives from Google depleted the proverbial SEO bag of tricks, a lot of us were compelled to take a hard look at the campaigns we were running and the tactics that we were using.

Moving up on the SERPs has become a lot more complex than just publishing keyword-laced pages and boosting them with backlinks. I believe we’ve entered the age when SEO has become a “battle of the creative,” as SEO master Benj Arriola puts it.

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Creating Content on Industries you’re not an Expert in

Content marketing has been the entire buzz since Google started to sniff out all the nasty and manipulative links over the web. Don’t worry, I won’t start with why content is so important in this line of work (yes, yes, I know that you know that content is king).

I’ve been thinking of writing this post for quite some time now, and I’ve even wrote the draft for this post while I was away for a business trip late last week.

Aside from talking content development/marketing with one of our biggest clients last week, I also sat for a very long time thinking how we’ll be able to put our ideas into easy-to-follow processes.

Since almost everyone’s shifting towards this area of online marketing, I believe that this topic is something that might be really handy for a lot of “marketers for hire” out there (especially those who have just recently transitioned their efforts to making real great content).

Obviously, most of us who’re in consulting firms and agencies have worked on lots of clients in different industries that we don’t actually know anything about at all to begin with.

So I’ve thought of some ways you can create expertly-made content on niches/industries that you have zero knowledge of.

Create content assets based on FSQ/FAQs

This is probably the easiest way to build content assets on niches that you don’t know much about.

Basing your content strategy on FSQs (frequently searched queries or FAQs in your client’s industry) is very effective, since there are so many available resources for your content already (content and information provided by your competitors).

The main key to succeed when using this approach is to ensure that you’ll come up with content assets that are far more comprehensive, actionable and informative than what your competitors have already published.

Several things that you may have to check out before creating your own content are:

  • Find the successful web pages/blog posts about the subjects you’ve chosen (use Google search). Evaluate and understand why they are ranking.
  • Make a list of the things/information lacking within their content (such as visuals, personal insights/opinions, data, etc…) – as you can use them to your advantage once you do your own version of the content.
  • Check and make a list of the sites linking to those content and people who have shared them on social networks. You can use tools like Topsy, Open Site Explorer and Ahrefs to extract these data sets. Reach out to them afterwards once you publish yours.

Key: Outdo your competitors’ content.

Get insights from your clients

The first thing that you can do before running a content marketing campaign for a new client (especially those who’re in industries your team has no background in) is to send intake forms that are solely about the solutions that their business provides.

Gather as much data as you can from your clients, as these things can help you out in generating content ideas that match their expertise.

Interview your clients (if possible) and include their insights along with your own perspectives within your content. You can even make your client’s insights the basis of your content development by breaking down each answered question into different posts.

Get insights from industry leaders

I actually mentioned this tip on my post from 2 weeks ago (on scaling content marketing). Instead of interviewing industry influencers (or doing group interviews) and publishing them as an “interview with xxx” type of post, why not just ask for their take/opinion on a particular subject you’ll be writing about (to mainly validate your own ideas).

Advantages of taking this route, instead of full and exclusive interviews:

  • It’s not that time-consuming for the influencers you’re targeting to engage – as you can do this through a short and quick email or even through social networks.
  • It would be easier to get their attention, trust and respect, when they see that you’ve mentioned them in a thorough article with your own thoughts and ideas.
  • You’ll be able to demonstrate your brand as an expert/authority. Given that your ideas are validated by other industry leader(s).

Hire someone who knows and understands the field

Content is an investment that you really have to make if you want to succeed in online marketing. And obviously, the better way to get significant results from your investment is to get not just a great content writer – but a writer that really knows your client’s industry.

If you already have a solid content team, delegation will play an important role. It would be easier if you’ll assign your writers to topics that they are really interested in (or already have a background in).

Like in our team’s case, it has been really easy for our in-house media specialist (Vincent Sevilla) to penetrate a-list design websites/blogs (like Buzzfeed, Behance, etc…) since he’s really into that niche.

vincent

Create your own case studies

Research is a vital process in content development. And sometimes, this phase takes weeks to get done. So why not make the most out it by making your own case studies while you’re doing your research.

There are so many ways to gather data for case studies. It may take you some time to get the content done, but the result it can yield is definitely a force to reckon with.

Below are some of the ways that you can do to get data for case studies (while you’re on your campaign’s research phase):

  • Get actual data from other publishers/bloggers. Since they’ll be benefiting through the exposure they can get when you publish it on your site (or on other sites), the chances getting them to participate may be a bit higher (ex: Nick Eubanks did this type of case study about my blog’s evergreen content strategy and published it on Moz).
  • Consumer surveys using Google Consumer Surveys and/or SurveyMonkey. Use the collected data to create a data-driven content.
  • Ask or request existing data from your client that they are willing to publicized – particularly those that are relevant to their products/services/consumers.
  • Reach out to their loyal customers and ask if they’ll be interested to share their experiences or the results they’ve got in using your client’s products/services.
  • Make your own experiments. You can also document your research process (as well as your findings), as you can transform this as a comprehensive content/research paper.

What’s important is to be able to provide accurate information to your readers. That’s what users consume and share – and certainly what Google will most likely rank.

Further reading:

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How to Scale Content Marketing

Content marketing has grown its importance over the past couple of years in the online marketing realm. And one of the most evident factors of why brands and online marketers have started to embrace this marketing practice is the constant changes (algorithm updates) occurring in the search space.

This branch of marketing has proven its efficiency, especially in demonstrating thought-leadership and the approach’s ability to improve a business’ lead generation process.

I’ve revisited Dr. Pete Meyers’ mind blowing MozCon 2013 presentation about the future of ranking a few days ago. And I’ve come to realize that almost all of the factors (that he has mentioned on the last part of his presentation) – which a brand needs to succeed online are achievable when implementing a scalable content marketing campaign:

dr pete's factors

So below are few tips on how you can scale your content marketing efforts.

Create things that are hard to do

Creating content that’s really hard to replicate is definitely one of the best ways to standout as an authority/expert in your industry. Many of the successful content publishers on the web have taken this route – and perhaps the best sample of this is BuzzFeed’s content strategy.

Some of the core elements of a hard to implement/replicate content are:

  • Comprehensive
  • Data-driven
  • Visually appealing
  • Added functions (interactive content, tools, etc…)
  • Contain solid and unique ideas and insights based on experience or internal case studies.

Invest on continuous creation of evergreen content assets – that are useful, actionable and frequently searched by your target audience. It’s the best way to semi-automate your brand’s marketing and lead generation process.

Optimize content assets for search

It’s undeniable that search is still the most effective medium to constantly attract new traffic and potential customers to a website.

Make it easier for people to find the information you provide by helping search engines better understand your content (check out my comprehensive guide to content optimization).

Improve both owned and earned media

Strengthening both owned and earned media is very vital in content marketing. These channels simply allow publishers to scale the “marketing” in content marketing.

tumblr_inline_mn62nihTLW1qz4rgp

Continuously grow your brand’s readership and following by making it easy and simple for people to subscribe to your email list and feed, as well as to follow you on social networks. You can do this by making this calls-to-action very visible on your site’s high-traffic pages (or placing these CTAs highly visible areas).

You can also check these other comprehensive guides on how to effectively grow your email lists and social follower base:

Tie in these goals with your content efforts. As along the process of building a strong following on both medium (social and email) will eventually help you semi-automate your content promotion.

Scaling Content Discovery

There are many other ways to ensure that your content assets are getting found by people who’re really seeking for them, such as:

  • Build internal links to them or promote through your site’s newer content or pages on your site that’s constantly receiving traffic.
  • Acquiring links/visibility from topically relevant pages/discussions that are getting constant traffic (pages ranking for relevant search terms).
  • Building solid content distribution channels – such as regular columns on other industry publications, guest blogs that will be able to generate constant traffic, and repurposed content on UGC sites such as Slideshare or YouTube.
  • Establishing your brand as an authority on community sites (like Inbound.org, industry forums, subreddits, etc…).

The main point is to get more visibility for your content assets from pages that have higher potentials of ranking better on search results.

Relationships

Everyone knows in this industry how impactful relationships are, specifically with the role it plays in marketing and customer acquisition.

Connect and engage with other influencers and content publishers in your online space, as well as with your own readers.

Having industry peers that will really voluntarily share your piece every time you publish a new content is one of the best ways to amplify the reach of your brand.

Pro tip: In engaging industry influencers, instead of doing an interview of them at the start of your campaign, why not just get insights from them and include them on your posts (along with your own takeaways and ideas).  That way, they’ll be more interested to share the content and connect with you further.

Every content asset is a landing page

A content is far more stronger if it has its own goals. Like landing pages, it’s important for your content assets to become helpful in achieving your business’ short and long-term goals.

Every content that you publish and promote should aim for people visiting it to take actions (subscribing to your newsletter, sharing or following you on social networks, etc…).

Use conversion-oriented approaches to make certain that your content assets will drive results, such as:

  • Optimizing your content’s CTAs.
  • Internally linking to other useful content of the site, to make visitors stay longer.
  • Encouraging discussions/interactions.

Author’s personal branding

Invest on building a strong author portfolio and brand. Having well-recognize authors on board make everything else very easy, may it be in terms of doing outreach, attracting ton of links/brand mentions, and acquiring customers.

Here are few tips on how to build a strong personal brand for authors/bloggers:

  • Get interview opportunities (find bloggers who do interviews and pitch your brand’s authors).
  • Collaborate with other known authors in your field to create shareable content.
  • Implement authorship markups on all of the author’s works (on and off the site).
  • Apply to become a columnist or a regular contributor on popular industry blogs.
  • Establish trust and expertise through interactions (ex: social networking, forum and comment marketing).

The more you set yourself as a credible author in your industry, the more natural mentions you can get to your site’s content.

Serve better content display for mobile devices

Mobile search is growing very fast, and it will never stop. It’s best to analyze how much traffic you’re getting from mobile devices.

mobile search

If it’s a substantial portion of your total traffic, then you might want to start using responsive web design or launching a mobile version/app of your site to improve site usage and user-engagement.

Optimize or create content for local search (if appropriate)

Given that search results are getting more location-based (particularly in mobile), optimizing some of your content to target geo-specific audience can perhaps be a good addition to your content strategy.

Mathew Hunt recently wrote a great piece on doing on-page optimization for local SEO, which I highly recommend for you guys to check out. That post also included a visual sample of an optimized local page:

perfectly-optimized-local-page

Turn successful evergreen blog posts into pages

Pages have higher ranking power than blog posts. Google’s Freshness filters are somehow favoring newer content on search results (on many verticals). Making a lot of older, but evergreen, blog posts become less visible on SERPs.

So if you have evergreen blog posts that have managed to attract good amount of natural links and social shares in the past, then moving them to a page might be a viable approach to sustain and increase its search rankings.

Develop a solid content team and process

People and process are the two main factors that can genuinely scale content marketing.

workflow

Kyra Kuik of Distilled wrote an amazing piece on creating and maintaining a structured content team. The post also includes tips on how to develop a solid process that a team can work around to have scalable content campaigns.

I highly suggest reading that post.

Identify what’s working and do more of them

Content helps brands shape their identities (or the way people perceive the brand – brand perception).

Identify niches, topic areas and/or content formats in which you are getting traction with. Focus on these areas by doing more of them – seeing as you’re achieving better results from them.

In gauging the types of content that have high consumption from your audience:

  • Identify those that have high engagement rate (high % of new traffic, low bounce rates, and have high time spent on page).
  • Have good amount of social shares.
  • Content assets that are generating conversions.

The more you know the topic areas that are helping you achieve your goals, the more you can establish your brand as a thought-leader in those spaces.

Bonus: Scaling Creative Content Marketing

Lee Odden’s slide deck from SES last March on scaling creative content marketing was gold. You might want to check this one out.

If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre.

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How to become an Influencer through Content and Relationship Marketing

Being an influencer has a lot of perks. Aside from being respected in your industry, it also opens a lot of opportunities for business/professional growth.

Prominence or an influential status is very important in online marketing, since it can almost always speed up the process of getting your audience/customers’ trust.

It’s also a viable metric that search engines will eventually use (AuthorRank) in determining sites/brands that genuinely deserve to be more visible on search results.

There are two major factors that helped me grow my brand and my blog’s audience for the past two and a half years (and I’ve also written about it in the past – 1-2 punch marketing):

  • I’ve written dozens of content that are targeted to my prospects/peers’ audience.
  • Built relationships that regularly shared and syndicated my content.

In any road to becoming an influencer, content will always play a very significant role. Content helps brands and individual publishers communicate and build relationships with their readers, other content publishers and other industry influencers.

My experience as a publisher taught me a lot of things, particularly in making me understand several aspects of marketing that can really help a brand make an impact to its audience.

intelligenthq

I found that visual through one of Instant.ly’s most recent posts about the psychology of influence. Although in this post, I’ll be sharing the things that you can do to get to the different areas of influence mentioned on the graph above.

Peers

Your connections speak a lot about your brand. Getting associated with other known entities raises your credibility in your industry, as well as the perceived value that people will see in your personal brand.

Improving your brand’s social proof by connecting with other like-minded people (especially publishers in your niche) and having their trust to vouch for you will help you build a strong reputation.

Identify those who you can help (and of course help you as well) build a better/stronger brand. Make a list of them and start interacting.

Build conversations through participating on their communities’ discussions or through social networking.

Share their works to your own readers/networks as well, to really get their attention – as they’ll definitely reciprocate as soon as they see that you’re providing content that might also be useful to their followers.

Having industry peers will allow you to scale your content’s social sharing and link building processes, given that it can create a subtle cycle of syndicating both parties’ content.

Share Actionable Ideas

Real influencers educate. And the best way to educate is to make people do things for them to actually understand what you’re imparting to them.

Always keep in mind that if you want to compel your readers, you need them to have something to act upon or try doing after taking your advice.

Actionable content is far more engaging than other forms of content, in my opinion, as it exemplifies authority and expertise.

Whether your content is lengthy or concise, what’s really important is to make certain that your readers can take something from it that they’ll be excited to apply.

Unexpected Hook

I believe that there are two ways to become an authority:

  • Be the first to do or come up with something.
  • Be the best one to interpret that something.

Uniqueness, originality and approach are some of the most known factors that shape industry visionaries and influencers.

Offer something that won’t be found anywhere else, because unexpected hooks and a-ha moments make online publishers more remarkable.

Do a content competitive analysis before creating or while drafting your content. You can simply do this through a quick Google search of the working title of your content.

competitive analysis

Determine what’s missing from their content and be sure to have those areas of the subject included on yours. You can also add your own ideas (based on your experience and expertise) to make the content more personalized, unique and compelling.

Make your content more comprehensive than the ones provided by your competitors – that’s one of the best ways to make your content stand out.

Identity and Value Proposition

Having a strong and clear value proposition as a brand and/or an appealing identity will help you become more competitive and remarkable in your industry’s online space.

value proposition

Committing to your brand’s identity and value proposition is also a great way to be consistent in your content marketing and relationship building activities, seeing that you’re already aiming for something that you want your brand to be known for.

Influence other Influencers

If you can influence other influencers, then you can certainly influence almost anyone in your industry (especially their circles and followers).

The key to getting your industry’s key influencers’ attention is to know the kinds of content that they read and learn from – and be able to provide them.

Start by studying their social media activities. Research on what they usually read and share, particularly those that really get them excited.

Knowing these things will make it easier for you to connect with them (since you’re writing about what they are really interested in).

For instance, I’ve been following Wil Reynolds’ works ever since I started doing SEO (mid 2010). And since my work was heavily influenced by his’, I kind of focused on writing about topics that I know he’s also interested in (hardcore link building and bizdev-SEO).

Eventually, I got really lucky.

Another way is to get to their circles’ radars, to increase the chances of getting them to find your content. We all know that relationship is very important, knowing that it can move your content from one influencer to the next. Continuously grow your network along the process.

SEO

Scale your content marketing efforts by ensuring that your contents are optimized for search. Sharing actionable ideas wouldn’t be as effective if no one can find and consume them.

By integrating SEO to your content strategy, the likelihood of becoming an influencer in your field is higher. Because having good search visibility will allow your content to constantly get new readers and potential followers (especially when your content aims to impress your target audience).

In any industry, being good is not enough, and becoming the best is not necessary. You just really need to stand out.

If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre.

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Advanced SEO Tips for Blogs – 2013 Edition

copyblogger landing page

Over the years, blogs or weblogs have proven its effectiveness as a marketing tool for individuals and brands when used to communicate ideas and information.

Two apparent reasons why this platform for content publishing and community building is so effective in business marketing are:

  • Its capability to easily spread awareness through interactivity and audience engagement
  • Its ability to influence consumers’ buying decisions.

As many experts say, your blog is the most important social media tool. Everything else that follows will just support and propagate the content that your blog has – and this includes SEO.

SEO is an important process in blogging. Given that new and targeted visitors, leads and potential customers to the blog can be easily generated through this channel.

Even though SEO is an important area, it should never interfere with how you write your content. Because search engines are all about improving the online experience of their users, so your SEO approach should do too.

There have been so many improvements and changes in Google’s search algorithms these past few years. Optimizing a blog for search has also progressed along these changes, in which a few new signals, factors and methodologies where augmented.

So in this post, I’ll be sharing 11 actionable tips that you can implement to improve your blog’s visibility on search results and performance in driving constant search-traffic this 2013.

Create content that gets searched

Content is what drives any online marketing strategy, and that’s why it’s so important to continuously create contents that get actually searched and consumed by your target audience.

You can use keyword research tools such as Google’s Keyword Tool and/or Ubersuggest to get content ideas and to determine what topics are sought-after in your space.

Focus your content development strategy on providing answers to frequently searched information on subjects/topics that aren’t time-sensitive.

This approach can help you constantly attract visitors from search engines who’re specifically seeking for the information that your content provides.

Important: Make sure that the content is absolutely relevant or actually about the query you’re targeting, and offers valuable/useful information to readers. You can check out more tips here on how to optimize your content for search.

Create more landing pages (not just posts)

Blog posts can do pretty well on search results. But static pages (that can offer the same value) can perform better.

The time/date that a blog post is published sometimes causes posts’ search rankings to fluctuate, seeing that newer blog posts or content about the same topic from other content hubs will eventually compete for the same spot.

So if you have very extensive blog posts or guides that have somehow served as an ultimate resource for a certain topic in your industry, converting them into independent pages on your site will definitely be a great way to protect, maintain and/or improve their rankings.

Few great samples of these are:

There are also other ways and reasons to expand your blog’s amount of important landing pages (meaning pages that you’ll really need to optimize, promote and push more internal links to) such as:

These are content assets that deserve better search rankings for very competitive search terms, because they are worth-linking to. They have better chances of getting natural links and it’s reasonable to promote them through manual link building or social outreach.

Pumpkin Hacking

This is a strategy that I got from Nick Eubanks. The main principle behind this strategy is to focus resources and efforts on building what works.

If you have an already established blog, it’s best to assess the keywords that are sending constant traffic to your site (using Google Analytics). But if you’re only starting a new one, keep on testing and track the posts that are performing really well in terms of driving search traffic and conversions (engagements, social, subscriptions, etc…).

Identify the niche or the type of content where the keywords are really sending good amount of engaged traffic to your blog.

Start focusing on those areas by creating more stems of content, based on the niche’s root keyword (ex: “link building”) – using the same approach for the content (ex: “comprehensive tutorials or data-driven content”).

The more you target the root keyword’s long-tails or replicate the approach or style of your previously successful content, the more your content strategy can establish your brand/blog as an authority in that field.

And in an SEO-perspective, search engines can fully understand the response from the traffic you’re getting. This means you can improve your blog’s search share in the niche that you’re focusing with (and could also possibly make your blog rank better for the niche’s root keyword).

I’ve realized this early on my blogging career, where most of the good reception were gained by my comprehensive link building posts.

So I focused on that. And it worked. My blog somehow became associated with the niche keyword and have built a strong mindshare over the time.

Another efficient way in merging your keyword and content strategy is through extracting more data from your Google Webmaster Tools (search queries feature). You can check out this great guide from Jeremy Morgan on how to do agile content marketing with GWT.

Length of content/document

Comprehensiveness of content is a strong signal that search engines use, not just to gauge relevancy, but also to determine the value of the content.

If the content is a complete resource about the subject, it basically deserves a higher ranking position.

Longer posts are sticky, knowing that they tend to get bookmarked, get more return visits and/or referenced to by other content publishers as a resource.

Few tips on making your content more comprehensive:

  • Add more visuals in your blog posts.
  • Expand the details of the information you’re offering (Wikipedia style).
  • Identify the areas of the subject that’s missing from other websites’ similar post and provide those information in your content.

Build more on-site trust signals

Google is known to use hundreds of factors in evaluating rightful pages/sites to be ranked higher on their search results.

Implementing more signals coming from your site is one of the best ways to demonstrate authority and trust (to both users and search engines).

Several trust signals that you can easily put into practice:

  • Invite guest authors and offer authorship markups for them (to improve your blog’s author portfolio and gain more trust signals through their AuthorRank).
  • Create content for links/shares. Examine the types of blog posts in your space that work well in terms of social sharing. Replicate and let known linkers/sharers in your industry know about it (more tips here).
  • Link out to trusted sources. Readers and search engines will more likely trust your content if you’re citing useful materials from other authority websites.
  • Social proof. Integrate social calls-to-action on your blog, as this can display your activity on different social platforms (and number of followers/subscribers can influence how people and search engines see the blog as a brand).
  • Encourage blog comments. The more engaged readers you have, which can easily be reflected by the discussions happening within your blog, the more positive signals you can send out.
  • Reduce interruptive ads. Especially those that are placed above the fold.

Use other formats of content

Another way to create more positive signals from your site is to create content in different formats. There are so many content formats that you can try and test out for your blog, such as:

Slide presentations Slideshare.net

Videos – Youtube and Vimeo

Infographics Info.gram and Visual.ly

Timeline – Timeline JS

 

Google Algorithm Updates for 2012 by Nikko Machine

List – List.ly

Aside from creating signals, having more content hosted on these authoritative UGC sites can help you attract more referred traffic. Since these pages (hosted on Slideshare, Youtube, etc…) have high tendencies of getting displayed on search results for long tail searches, which of course link to your site.

Optimize for Dwell Time

Dwell time is a user-experience metric, which is a combination of bounce rate and time-spent on site. When people are staying longer on the blog, it becomes a strong indication that they are finding its content useful and relevant, and thus help in improving the site’s ability to rank better on search results.

There are many ways to optimize a blog to make its visitors stay longer and to encourage them to take actions:

  • Build more thematic internal links within your posts’ content. Use longer anchor texts to make the more visible to readers and to entice more clicks.
  • Use compelling images/visuals to stimulate and capture your readers’ attention.
  • Link to related blog posts at the end of your post (if you’re on WordPress, you can install the Yet Another Related Post plugin).
  • Invest on a visually appealing site design and learn basic UX. Ask people for feedback and suggestions to improve user-experience.
  • Optimize content above the fold. Make sure that the headline and introductory part of the content can entice readers to scroll down.
  • Improve your blog’s load time or site speed. Use tools like Pingdom or Page Speed Insights to assess areas of the blog that could be causing it to slow down.
  • Optimize for readability and design your content for skimmers. Break down your content in shorter paragraphs and highlight the important parts (by using bold texts, headings or quotations).
  • Use strong calls-to-action on highly-perceptible areas of your pages (ex: at the end of the post or above the fold).

Optimize categories

Blog categories are strong static pages that can compete for highly competitive terms, because they actually pertain to the niche itself and they are up in the hierarchy of your blog’s architecture.

Though many times, these pages aren’t well-optimized for search, and often become poor-content pages (that sometimes can cause content duplication within the site).

There are a few things that you can do to improve your categories (for it to look more appealing to both users and search engines):

  • Optimize your categories’ title tags.
  • Add custom content above the fold, including a headline (with the keywords that the category is about) and an introductory content which describes the types of content that go into that category.
  • Display only the excerpts for the listed posts in each category page.
  • Build contextual links to your categories (both internal and inbound links).

Improving the page value of your categories can also help distribute more ranking power to the blog posts under it. The same thing happens when your blog posts are increasing their page authority, wherein they can also pass the ranking ability back to the category page.

Making the blog’s architecture search-friendly

This is the part where basic and advanced on-site optimization meets. Having great content is good, but you also have to understand that SEO is also about making it easier for search engines to find access and index pages from your site.

Help search engines to better understand what your site and its content is about so they can serve it to users/searchers who’re specifically seeking for it.

Some of the optimization methods that you can implement on your blog:

  • Use accurate page titles on each page and blog post on your blog. Make sure that the page titles are really relevant to page’s content.
  • Add meta descriptions on your posts/pages, with the aim to increase SERP CTR, not just to target keywords.
  • Use descriptive URLs for your posts/pages (custom permalink structure). It’s also best to keep your URLs short.
  • Add an XML sitemap and Robots.txt, so search engines can easily identify which pages they should prioritize in crawling and which folders of the site they aren’t allowed to access.
  • Make sure that the blog’s URLs are canonicalized or redirecting to a single version of the URL (www. or non-www).
  • If you have videos, add a video sitemap. If your blog is on WordPress, you can just download the Google XML sitemap for Videos plugin.
  • Validate your blog’s coding. You can use W3C’s free toolset for validating HTML, CSS, schema, and many other web document formats.
  • Implement authorship markup. You can check out this tutorial from AJ Kohn.
  • Improve your blog’s site speed. Use the tools I’ve mentioned above (Pingdom or Page Speed Insights).
  • Check your site for crawl errors using Google Webmaster Tools. Fix these broken pages if necessary, but if not, you can choose to 301 redirect them to the most related pages (or to a new URL version of the page). It’s also best to reclaim all the links from other sites pointing to your broken pages to reduce crawl errors. Lastly, create a custom 404 page and suggest other pages where visitors can go instead.
  • Block search crawlers from indexing thin and/or potential duplicate pages from your blog (tags pages, search feature, meta refreshed pages, etc…) by using the “noindex” tag.
  • Start implementing social snippet markups for Twitter, Facebook and Google+. Dana Lookadoo shared an in-depth guide on SEOmoz mid last year, while RKG also did an extensive tutorial on how to use Open Graph tags for social snippets.
  • You can also start utilizing structured data (schemas) on certain types of content. Raventools released a tool that generates schema codes for reviews, events, products, books, movies, persons, organizations. The tool also has a plugin for WordPress blogs.

Branding

Everything that you try to build off-site should add value to the brand that your blog is trying to shape. It’s very important to know what separates your publication from the rest in your niche/industry.

Know your unique value proposition and make it as your blog marketing efforts’ core. It will help you establish more positive signals to your blog and will also help make you remarkable in your space.

The more you push your value proposition and making it certain that it will be relevant and resounding to your audience (through the interactions and the content you produce/distribute), the more your blog will become a link magnet.

Brand-based signals will definitely be important this year, since it’s becoming more obvious that search engines favor brands that have strong presence in their search results.

Here are some methods that you can do to build more brand signals to your blog:

  • Contribute content on high-traffic blogs in your industry through guest blogging. Focus on sharing your expertise to steadily build mindshare in your niche and brand recognition.
  • Participate on popular discussions on relevant communities, especially on sites where your target audience is (forums, authority blogs, Q&A threads, online community voting sites – like Reddit, Inbound.org or Hacker News). Add value to the discussions to be remarkable and to attract click-through traffic to your blog.
  • Start building in-content brand mentions/citations (co-occurrence) – that are in close proximity to your blog’s major keywords – as search engines understand and count these unlinked brand mentions as signals. Simon Penson wrote a great piece about link building without links, I highly recommend reading that post.
  • Utilize and create campaigns on social platforms where your target audience is (Facebook, Twitter, Google+, Pinterest, etc…). Build a strong following base by being consistent with content sharing and relationship building.

Track and optimize for Conversions

Track everything that’s performing well on your blog. Evaluate your best traffic sources, content/landing pages, and the elements that make your visitors take actions.

Set up goals on Analytics to make the most out of the traffic you’re already getting. It’s also best to continuously improve your blog’s important pages (those that are already converting visitors to leads or sales – if you’re selling products or services).

Test those that are already performing well by using Google Analytics’ content experiments. Because the more your important pages can convert its incoming visitors, the more they’ll likely be ranked higher on search results (based on the usage data and traffic behaviour on your pages).

For more advanced tips on building a high-traffic blog, check out these posts:

If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre.

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How to Maximize your Evergreen Content to Fuel Business Sales and Marketing

Content marketing is a marketing practice that has been recently embraced by a lot of online marketers, especially people in the SEO industry.

Although the principle has existed for decades, continual changes in the online marketing landscape have substantiated the immense weight that Content Marketing can contribute to today’s businesses. Given that it allows small to large brands to be more competitive in their respective industries and this channel enables them to empower both sales and marketing efforts.

Infographic via Junta42

Now that you have a brief background of what content marketing is, let’s head on to the one approach in content marketing that can extremely grow your business in so many ways – pushing out evergreen content on a massive scale. Why? Because this methodology for content strategy can touch several aspects of online marketing in one go (particularly the important ones), such as:

  • Scalable link acquisition
  • Achieving high search rankings for industry terms
  • Continuous social sharing of content
  • Constant traffic generation from different sources (referring sites, social and search)
  • Helping the site’s online conversions in terms of lead and revenue generation
  • Uncovering more opportunities for the site (links, relationships, coverage, partnerships, etc…)
  • Supporting and giving more visibility to the other important pages of the site
  • Growing subscribers, social followers and brand advocates as the content consistently draws traffic to itself.
  • Brand strengthening

We’ll go more on the details and on how to optimize content for each listed aspects below. But before everything else, I just want to share that this post was heavily inspired by Nick Eubanks’ case study of my blog (which will be out soon).

Creating an evergreen content that will create impact for your business

Evergreen content, as the term defines itself, is a content that never relies on current trends and is simply an informational or reference material that somehow never goes out of date (as explained by WiseGeek).

Content marketers commonly use this type of content with the intention to drive consistent web traffic to it (for a long period of time), since this type of content discusses generally searched information most of the time (such as guides and historical information).

So how do you create one? Here are few tips on creating a robust evergreen content that will influence your overall online marketing campaign:

  • Build content based on keywords that a specific segment of your target audience/customers generally seek for (ex. “learn SEO” or “advanced SEO tips”). Use Google Keyword Tool to identify topics that are being constantly searched and appeal to your market.
  • Make your content as in-depth as it can be. Look at how the content is presented on Wikipedia. Their pages are mostly cited as a reference mainly because of the extensiveness of their content.
  • Use visualizations, like rich images, to generate more interest from your readers/viewers.
  • Explore other content formats in presenting content, such as videos, slide presentations and/or data visualizations.
  • Aim to have the best content about that certain subject in your industry’s online sphere. Research your competitors’ similar content. This principle will help you create a better copy and will also be its unique selling point in continuously attracting traffic and activity.

Once you are done with the content, interconnecting other areas of web marketing efficiently will be more often than not its end-results, seeing that you’ll have plenty of time to make use and benefit from it.

Scalable Link Acquisition

Getting voluntary given and editorial links to an evergreen content is almost always certain to happen. It can even work on continuously acquiring natural links to itself over time, as long as people can find it and as long as the content provides useful/relevant information by the time they see it.

Making an evergreen content very comprehensive is so important, because it’s the element that will entice people, especially content creators in your field, in using it as a reference (whether on blog posts, forum threads or other community discussions).

For instance, the link growth for an evergreen post that I’ve published last March 16, 2011 about Ecommerce SEO strategies has been increasing for the past 17 months.

That post also received a link from SEOmoz recently (May 2012, after 14 months of being published). And one reason why the amount of new links acquired on that month increased is because of the sites that have scraped the linking content from SEOmoz.

How to optimize your content for linking:

  • Make sure that the content will be found by people who are specifically searching for it. This will involve optimizing the page/content for several possible search terms that are used when researching for information (both short and long-tail keywords).
  • Build internal contextual links to the content to improve its visibility through search rankings and referred page visits. A useful advice for this method is to use longer strings of texts for their anchors, as longer anchor texts are more receptive to readers and can also allow the destination content to target multiple keywords that they can rank for.
  • Build incoming links to the content from other websites through outreach or content distribution (contextually linking to them through your guest blogs). This will increase the chances of getting more traffic to the page, which can also encourage more people in your industry in referencing the content.

Basically, the key to make your content a scalable link building machine is to build channels that will consistently send traffic to it, whether from search, social or links. The more new visitors the page can get over time, the better chances of getting people who might find and use the content as a resource for their works.

Better Search Rankings for Industry Keywords

Solid content that’s meant to last a lifetime (or almost) has higher potentials of getting good SERP rankings, as they have most of the factors that search engines tend to look for in terms of quality of information/content, page activity, user engagement and ability to continuously attract natural links.

Having good rankings for your content can stretch possibilities for your business’ marketing and sales efforts, knowing that it can almost ensure highly targeted traffic to the page who may take actions (sharing, linking, subscribing and even purchasing).

As soon as your content is capable of generating search-traffic, the likelihood of getting natural links, continuous social shares, followers and potential customers will be higher.

How to get higher search rankings for your evergreen content:     

  • Optimize content for search, especially in making the content absolutely relevant to the keywords it’s aiming to rank for.
  • Build more exposure and authority to the content through both internal linking and content-based link building.
  • Utilize social media marketing techniques to send out more positive signals from the content as well as for the content to be more visible on personalized search results.

Continuous Social Sharing

One of the most awesome things that you can get from an evergreen content is its ability to create a recurring cycle for social sharing.

In social media, even if the content is already months or years old, it can still work for you as long as the content has proven to offer value to its audience.

For example, the “SEO for ecommerce” post I’ve shared earlier is still generating social shares even its publication date was a year and half ago.

These instances can tremendously help in keeping your content alive, as it can generate traffic, possible linkers, subscribers/followers and leads to the site.

Being able to get social shares to already existing content can also generate sudden traffic spikes, depending on the authority/influence of the sharer.

How to optimize your content for social sharing

  • Make the social buttons serve as the secondary call-to-action of the content by making them very visible to your visitors. Place it above the fold and right after the content.
  • Use awesome titles for your posts that aren’t limited by trends (extensive tips, guides and lists are usually effective in this type of content). Check out Dan Shure’s guide on writing effective titles.
  • Implement the “unexpected hook” element when creating content, where you try to exceed the readers’ expectations out from the content. This will increase the likelihood of the content of being shared on social networks.
  • Build more channels to draw new traffic from (sites/pages linking to them or keywords they are ranking for). As the more new visitors the page can get, the more social shares it can eventually generate.

Evergreen Content Generates Constant Traffic

A special feat that a strong evergreen content has is its capability to consistently draw traffic from different sources, particularly from the first 3 areas that I’ve mentioned above (natural links, search rankings and social shares).

Using this approach for your content strategy is like building a marketing army that will promote your brand on autopilot, because it will continuously bring traffic to your site that may:

  • Link to your content
  • Share your content
  • Subscribe to your feed/newsletter
  • Follow you on social networks

Just imagine the power this method can lend to your site if you have tens or hundreds of this kind of high performing content hosted in your domain.

How to drive constant traffic to your evergreen content:

  • Improve its search rankings by optimizing the content for its targeted keyword(s), building internal links to it and acquiring links that will generate traffic (editorial, contextual, and links from relevant discussions from pages/threads that are also getting constant traffic).
  • Update content if necessary to make sure that new visitors will be satisfied with the content they’ll be landing on. This will increase the chances of the established content of being shared.
  • Share your old content on social networks once in a while to send your new followers who might have missed the content.

Grow Conversions (lead and revenue generation)

Given that your content will going to continuously drive traffic to itself, getting potential customers/clients will not be impossible, since the content strongly exemplifies your expertise in your field.

Just like what I’ve mentioned on my guest post on Kikolani, I mostly got my past and current clients because of my blog posts, not through rankings. And this can certainly work for any size of businesses.

To further illustrate what I’m meaning to say, an evergreen content usually acts as a middle of the funnel element that can stimulate the buyer’s decision process.

For instance, the ecommerce post I’ve mentioned as a sample above has generated several client inquiries through my blog’s SEO consulting services page and contact page over the months it’s been live (approximately 14 potential clients out of 443 highly-engaged readers – 3.16% conversion rate).

How to optimize content for conversions:

  • Improve the page’s loading speed. You can use tools like Page Speed Online or Pingdom to see how the page is performing in terms of speed and the areas you’ll need to optimize to enhance load time.

  • Include strong CTAs right after the content to attract leads. Look at how Hubspot attract specifically targeted leads on every end of their blog posts:

  • Internally link to other useful pages or high-converting pages of your site, to improve visitor as well as brand retention and to move them further down through your conversion funnel.
  • Identify the content’s keywords that are sending converted visitors through Google Analytics. Optimize the content for those keywords for them to generate more traffic that have high chances of converting.

Grow Subscriptions and Social Following

Bringing continual traffic to the evergreen content can also successively increase and grow your subscribers (feed or newsletter) and social followers. You can make these aspects be parts or goals of your conversion optimization, by simply adding them to your content’s calls-to-action (placing it on parts where readers can easily see them).

Support and lend visibility to other important pages (through internal linking)

Your evergreen content will continually improve its page authority, due to various activities that will occur within the content over time. It’ll eventually be a strong asset that you can utilize to support your other important pages (useful content, transactional pages, etc…) through internal linking.

These internal links can funnel through your content’s new visitors to your other important pages, and most importantly, the internal links can also pass link value to the internally linked pages, which can help them improve their search rankings as well.

Scale Link opportunity discovery and Relationship Building via social shares

Once your content is already well-established (constantly receives traffic and new social shares), you can start tracking those who have shared your content, as it can lead you to finding more opportunities and easier-to-acquire links.

Monitoring these can also help you build relationships and alliances in your community, which your brand can benefit from for your future content marketing efforts (through social outreach).

How to do Social Reverse Engineering:

For Twitter, you can use Topsy. Monitor and make a list of those who have recently shared your old content, especially those who run or have websites/blogs.

You can also use Google Search in finding people who have shared your content on Facebook

and Google+

Check the ones who own websites (from the search results) and start engaging them.

Initiate conversations by simply thanking them for sharing your old post/content. Building a good rapport will help you get easier – but higher value – link acquisitions or higher response rates once you start pitching for guest blogs and/or link requests.

Online Brand Strengthening

Serving high value content that’s meant to attract traffic for a long time – and being consistent with production – can definitely be a solid ground in creating advocates/loyalists/evangelists for your brand.

Another factor that helps in shaping a unique identity for your brand as a thought-leader, aside from the expertly done content you provide, will somehow rely on the industry keywords that your site is ranking for or your brand’s search share in its specific niche.

Since people, particularly from your industry or interested in your industry, are easily reminded by those who they mostly see when they search for your industry’s major keywords (for both research and consumption purposes).

For instance, I’ve been kind of popular in the link building scene and have been mentioned on several blog posts that mainly discuss link building:

Why? Because I’ve created dozens of remarkable posts about it.

A lot of people also know me as an SEO strategist because I’ve been ranking for this keyword for over a year now:

Creating an evergreen content that appeals to a large audience, which people can also easily find (through search engines), can instantly build perceptions about you as a brand.

If you’re in the SEO industry and you know who Jon Cooper is, then I’m kind of sure that the words “link building strategies” are already playing around your head.

That’s how evergreen content can strengthen and expand your brand presence as well as the perceived value that people see in your business.

Making this content approach as the foundation of your online marketing strategy and having ton of them will scale and almost automate your business’ marketing and sales efforts.

And the best thing about this approach is that even if the content failed to attract massive traffic/links on its initial launch, it’ll still be able to survive and eventually attract people to share/link/consume it… because it’s evergreen.

If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre. For more tips you can check out my list of online marketing strategies.

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Triangle Offense to Create a Powerful Online Presence

This entry is a guest post by Mark Acsay, the Director of Search and our resident technical SEO expert at Xight Interactive. He also blogs at Webbythoughts.com and you can follow him on Twitter @markacsay

First, let’s talk about content. The foundation of a successful online marketing campaign is strongly based on its content marketing strategy. Thus, if you want to attract customers, clients and buyers, make sure that you have quality content that they would not only read, but share and spread around as well.

Awesome and relevant content also encourages other sites and web bloggers to link to you, which is a good thing, knowing that links to your pages are one of the major traffic drivers over the web.

“Content marketing has almost the same trajectory with the rise of social media.”

There are different types of web content that you can choose to publish in your website. Not one is ultimately better than the others. Some websites are better off with podcasts than white paper contents. Though, you will have to decide which type of content will be most effective in creating your presence in the Internet as well as in your targeted community. Some marketers would also try two or all of the content types just to determine which works best for their niche.

Few Types of Powerful Web Content

Here are the types of web content tools and formats that were proven effective when it comes to online marketing;

  • Videos – These are short recorded videos embedded in your pages that tackle important, controversial, relevant and trending topics. Your videos should be short and direct and it should only be discussing one main topic. Too much fluff and unnecessary talk will turn off your viewers and potential consumers.
  • Blog posts/Articles – These are what the viewers read on your pages. They would be looking for information and good writing. Nothing will bounce a viewer faster than horrible page content. By horrible, it means bad writing, irrelevant content and fluff.
  • White Papers – These are comprehensive and in-depth take on the relevant issues currently trending in your niche. These are longer than the usual blog articles and should offer not only factual data, but also your appropriate analysis and your studied opinion.
  • Podcasts – These are the video equivalent of the white paper. Podcasts are mini documentaries that will exhaustively tackle issues concerning your niche and topics that have major impact on the buying behavior and decisions of your customers. An interview with an industry expert would be a good setup for a podcast.
  • Webinars – These are instructional videos. Many people opt to watch webinars than read text-based content. Unlike the general topic discussions in the videos, webinars answer to the daily “how-to’s” that people are looking up on the web.
  • Webcasts – These are live coverage of events that will interest your target market or the viewers of your site. Make sure that your webcasts will cover topics that are updated and interesting.

Many marketers use more than one type of content to attract viewers and links. Others will use one or two at a time, and then determine the type of content that generates the most viewers and conversion. For more types of web-based content, you may check out an extensive list here from Hubspot.

The key is on giving quality information to your viewers. Interesting, relevant, factual and significant content will keep viewers going back and sharing your page to their network. With that said, your content will be the baseline of all three dimensions of your marketing.

“In this day and age of online marketing, it’s not enough to have quality content, you have to be the “King of Content” in your niche.”

The Three Attacks of the Triangle Offense

There are three major venues that you can utilize in order to drive visitors/readers and eventual customers to your site. Some of the most successful websites over the web work on all these three. That is the most logical option as your customers are most likely to spread out. So, for optimum coverage, take on these three.

But if you are just starting on building a website, you might consider on a venue that you think is the most effective way to reach your target audience. Focus your marketing campaign on that venue and then take on the second and the third once you already created a strong foothold on your primary campaign. Here are the three big ways in which you can create a strong brand presence on the web;

  1. Build Your Base in the Blogging World– Creating a good foundation on your webpage by focusing on the quality of content and stunning presentation will pay off in building up your reputation in your industry’s online community. Being the authority site in your niche is the best way to attract would-be customers and linkeratis as well. Here are some of the benefits of strengthening your blog’s online presence.

  • Build up the trust of the customers – Efficient internet marketing is based on trust, given that Internet buyers will not buy anything from a website that they cannot trust. As there are hundreds other providers and sellers of what you have, they can easily look for another site. A well conceptualized, informative and engaging website/blog can incite trust from the customers.
  • Build on your authority standing – Being the authority in the industry counts a lot. By putting nothing but well-researched and well-written content, you are not only providing knowledge, you are also creating a powerful voice in your niche.
  • Direct communication with your customers – A simple email option form can work a lot in opening a direct communication line to your potential buyers.

Here are some ways to easily build a good following base through blogging:

  • Post interesting articles/videos – This is a sure fire way to generate traffic. Being interesting could be funny, shocking or just plain good read. Make sure that you base all your posts in verifiable facts.A great sample of one of the most successful video marketing campaigns done in the past years is that from Tom Dickson of Blendtec  where he blends anything unimaginable.

  • Get help from the experts – Article pieces or video recorded interviews of known experts in your niche will leverage the value of the information your content has. You may choose to crowdsource your content through interviewing influential players in your vertical niche as well.
  • Engaging Titles– Make your titles as specific to the topic as possible. Adding numbers or names will generate more interest than generally titled pieces. An example would be a specifically titled article “10 Fun Reasons To Visit the Philippines According to NBA Players” is more likely to generate response to a generally titled article “10 Reasons To Visit the Philippines” even though both have the same content. You may play around this Title Idea Generator to kill that writer’s block.
  • Updates, updates – Make sure that your contents are all updated. People would like to see something new every time they visit your site.
  • Spread the news – Let the people in your network know of your web activities. Encourage them to take a look and share the posts that they like. Social media is a very effective tool for this purpose.
  • Be an active participant in your niche – Seek out other authority sites and participate by leaving comments on these sites. Include a link back to your site as much as possible. Be willing to contribute to influencer’s websites through guest posting. It will help you get targeted and relevant traffic as well.
  • Communicate with your tribe – You can encourage them to leave comments, email you or share your posts in their social media accounts.

2. Spread Your Content  In Every Search Engine Landscape  – Search engines, especially Google is the primary search engine used by most web users in finding information, products, services, people and anything else on the web. The best chance of being visited by viewers generated by Google searches is to be on the upper half of the first page list. It would then be very sensible if you focus your marketing campaign aiming for good Google search rankings.

Here are some quick basic on-page strategies to optimize your content.

  • Optimize with the right keywords – First, you have to identify the most appropriate keywords for your niche and product of service offered. Simple SEO maneuvers like putting keywords in the title and in other strategic locations throughout the website will help Google pickup your site whenever a search for that particular keywords is generated. Start with long tail keywords to start getting traction.
  • Optimize with the right URL– Another Google ranking consideration is the URLs of your site’s inner pages. It would help if you have a relevant URL to the niche or business you are offering.  Use pretty URLs so search crawlers and users can easily understand what the page is about (better relevance scores).  This will also tell your visitors that they are in the right place and could attract relevant keyword anchor text from linkeratis.Ugly URL: reviews.cnet.com/4531-10921_7-6648315.html?tag=cnetfd.mt
    Pretty URL: cnet.com/best-ipad-apps-list
  • Optimize with the right content – Again, emphasis on quality content. You can only generate natural backlinks by having great and relevant content, As traffic, user engagement and active links are some of the most notable search engine rank drivers. You should aim to get as much quality links as you can have, and you can easily do that by investing in quality, relevant and interesting content for your visitors. It feels like you’re putting a cap in your marketing at first but as you get traction, you will see the multiplying effect in your overall campaign.
  • Use Authorship Markup – It will give authenticity and credibility to your site. Since search is becoming more social, Google is tying up reputation to an individual author and not just the company. For years, content in the web is static and lifeless data and this factor gives more life and dynamism to your content.

 

One thing that should stay away from is blackhat gimmickry to generate the desired traffic. These might give you temporary surge of traffic, but viewers are easily turned off by false hype, invalidated information and badly conceptualized content pages. You will only have a lot of disappointed people who will not only shun from your products, but will also warn their friends about your site. Worst, Google can penalize and ban you like JC Penny.

If you want to stay in business, avoid the following;

  • Buying Links
  • Cloaking and abusive keyword saturation
  • Blog Networks
  • Putting links that will redirect viewers to irrelevant pages

You can check this list of blackhat SEO strategies that you may want to avoid, BUT some of these methods can also be turned into ethical ones.

3. Swarm the Social Media with Your Message – In today’s internet savvy society, everyone take advantage of the unlimited possibilities offered by the internet. People came to rely on various social media platforms to socialize, communicate and be in the crowd.

Chats and conversation with someone who is thousands of miles away is already the norm. Going out to actually meet friends has already been categorized as luxury and is only done due to necessity.  This is the venue where you can nurture your customers and turn them to be your advocates and loyalists.

“Loyal customers don’t just make your business look trustworthy but they have a compounding effect on your marketing strength”

With most people patronizing the numerous social media tools available for free over the web, it is just logical that marketers use the same to connect with their customers and targeted market. Some of the benefits on focusing your marketing campaign in the social media arena are the following:

  • It is relatively cheaper than maintaining a primetime television spot for TV commercials and you get to reach the whole of the virtual world (and can also be chosen to be targeted to your business’ different market segments).
  • You get a direct communication line to your consumers. You can use social media to listen to their honest comments and feedbacks.
  • You can directly address to their concerns and issues, immediately, as the web empowers you with real time response time, where you can better build trust and loyalty with your clients. Airline companies are already using social media for customer support, why can’t you?

For a more effective social media campaign, you have to make sure that;

  • You’re telling the truth. Your presence in the social media can work both ways. It can effectively promote good products and services fast, and could destroy your hard-built reputation just as quickly. The internet offers many ways to confirm your claims, so you better make it good.
  • You’re ready to address any issues brought to your attention. In the social media, communication is on real-time. Just as customers get impressed with instant attention, they will also be easily turned off by your negligence.

  • You have to know the social media platforms that are most frequented by your customers. If your customer base is mobile and busy people, Twitter might be more effective than LinkedIn or Facebook. You’ll likely get more professional response from LinkedIn. But for general campaigns, Facebook is still the best source of your widest and biggest market base.
  • You’re using relevant business account names.People will remember you easier if your profile handles and account names are in conjunction with your product. People, who might know of your product but are unsure of how to look for you, can use your product name to find you on the web.One example is “purple cow marketing”, which is closely related to Seth Godin’s name.

  • You’re actively participating on most conversations relevant to your niche. Make sure that you leave comments on conversation threads, regularly update your posts and address to inquiries and issues. Because people will easily know if the account is a dummy or inactive.

If you liked this post, you can subscribe to my feed.

Author Bio:  +Mark Acsay III is a badminton coach turned SEO consultant and helps SMEs with their inbound marketing campaign. He loves to travel, learn new things and explore new foods. He blogs about SEO at Webby Thoughts.