I’ll admit, I’m getting a little hungry thinking about the impending Thanksgiving holiday, but that’s not the [entire] reason I’m writing this blog post.
Think about this: a turkey takes all day to cook. I mean, you wake up at 8 AM to put that bad boy in the oven, and then you have to torture yourself for hours smelling the unfinished product. When it’s finally done, the last thing you’re about to do is throw away the leftovers. Who wants their hard work to go down the garbage disposal? So, for the next two weeks, it’s gobblers and turkey soup aplenty.
And no one really complains about gobblers or turkey soup because, come on, they’re delicious.
I promise I’m going somewhere with this.
When you write a really good piece of content, it’s kind of like a Thanksgiving turkey. You put a good amount of effort into it, and you’re going to make the most out of it – right? Because if you aren’t, you should. There’s no guarantee that when you write a really well-researched, informative, and/or interesting blog post, you’re going to get as many pageviews as you’d want on it. There’s no reason you should call it a loss, especially if it’s something you think your target audience would want to know.
I was writing a blog post about the essential ways to winterize your home for a client who does HVAC installations and repairs. It’s getting cold out there, and their prospective clients probably want to know how to winterize their homes to save energy and keep the house at a comfortable temperature. If they missed the blog post, they shouldn’t miss out on the info! So, here are a few ways to make leftovers out of perfectly good content (without, of course, plagiarizing yourself).
- Revisit old posts on social media. A few days, weeks, or even months (if it’s still relevant) after you write a good blog post, don’t be afraid to tweet about it again for anyone who might have missed it! A simple tweet or Facebook post reading, “It’s cold today! Don’t forget to check out our blog post on winterizing your home” works perfectly. I’ve seen a lot of companies do this, and I think it’s a great idea.
- Link to old blog posts in new ones. If you mention something in a blog post that’s relevant to something you wrote before, then link to it!
- Make an infographic. Perhaps your followers skimmed over your post because it was too lengthy. Infographics are fairly easy to make (see what I did there?), they’re eye-catching, and they help to organize content in a fashion that’s easy for readers to absorb.
- Make a slideshow. Similar to making an infographic, slideshows are great because they organize the content and make it easy for a reader to find what they’re looking for. Slideshare is a great tool for this because people can search for your slideshow and you can even put tags on it.
- Make a video. I could have easily made that blog post on winterizing your home into an informative video to spread it across more social channels and appeal to an audience who prefers a different type of media.
- Make an e-book, PDF, or whitepaper. Even if your readers don’t want the information now, they can save it to their computers or tablets for reference at a time when it might be more useful.
Do you repurpose your content? What methods do you use?
I’m tired of people saying online marketing is “all about great content.” Those people have a Kevin Costner mentality.
Don’t get me wrong–I have nothing against great content. For all intents and purposes, I hope this blog post falls under that category. But let’s not be naïve either; great content isn’t always the most popular, and it doesn’t always drive the most sales.
And if that’s the case, can you really consider it all that great? I can tell you one thing. The person who decides on your marketing budget probably won’t.
Great content, in order to be successful, requires great marketing and great strategy behind it.
So, really, people should be saying online marketing is “all about great strategic content” not just “great content.”
Know Your Buyer
In order to sell something, you should probably know who you’re selling to. It makes it so much easier.
When you know your target audience, you can address topics that resonate with them. More importantly, you know what will drive them to convert. For example, if you sell motorcycle equipment, your audience would probably be people who ride motorcycles. And it would be in your best interest to create content that appeals to that audience. If you decide to produce content that talks about tricycles you probably won’t sell too many Harleys.
When determining your audience and what they want to know, start with these questions:
- Who uses your products/services?
- What do they ask about your products/services?
- How can you answer those questions better than your competitors?
Creating Content with a Goal
Every piece of content you produce should have a goal. Whether it’s to educate, entertain, or entice, you should establish a goal before you create.
These questions will help you determine a goal:
- Where will this content appear?
- Who will read it?
- How will people share it?
- What kind of ROI would I like to see?
Essentially, you should decide whether you’re trying to boost awareness, sales, or both. Then, once you’ve determined what your goal is, it’s time to measure it.
Measuring that Goal
The reason you set goals is to see if you can meet them. That said, your content should be held accountable to the goals you establish.
For example, if you build a landing page pushing your most popular product and create subsequent content to market that page, try monitoring the conversions on that page. Compare your return to how much time you spent creating that content. Was it worth it
In the end, it all boils down to a few simple questions:
- Does your content get people to buy?
- Can you produce content in a cost-effective way?
- Are users engaged with your content?
And just about all of these can be measured through Google Analytics.
Stop Burning Your Budget
When it’s all said and done, we do online marketing so that businesses can make money. The reason SEOs try to obtain a number one ranking in the SERPs is to drive more targeted traffic and more conversions to a website.
If the website isn’t showing conversions, who cares if you have a number one ranking? In the same vein, if a website is showing conversions but doesn’t rank all that highly, who cares about a number ranking?
In the end, make sure your online marketer(s) shares the same goals as your business. The two should be seamless. If not you’ll watch your budget blow up in smoke.
If you want to start cashing in on your content (or just want to talk about my apparent love of movie references), you can contact me at firstname.lastname@example.org
The Web has quickly become the go-to resource for products and information. To date, the purpose of search engines is to provide the most germane information relevant to a query. The search engines ‘read’ thousands and thousands of pages of information within seconds in order to render a browser the appropriate information. As a hosted business on the Web, it is important to feature SEO copywriting in order to let potential customers (browsers) and the search engines know what your site, its content, and its associated products and services are about.
SEO copywriting is implemented by businesses in order to help attract browsers (or potential customers). The search result page, the Web site itself, articles on other sites, press releases, etc, can all be addressed by SEO copywriting in order to inform customers about products, services, the company, etc. SEO copywriting professionals are writers first, so they can engineer your message in order to read in an appealing fashion. Successful online marketing and advertising is contingent on the services of SEO copywriting.
SEO copywriting is conducive to great organic search engine placement because SEO copywriters study how to communicate with the search engines. Just as a writer studies different ways to communicate with their human audience, an SEO copywriting professional can study how to communicate effectively with the search engines in order to let them know what specific pages of information are about. Elements such as meta tags, H1 headers, interlinking, and the amount of keyword density are scrutinized by SEO copywriters in order to improve search engine placement.
Businesses who seek the aid of SEO copywriting services can dramatically improve site traffic and customer intrigue towards products and services. The online marketing process involves communicating effectively with both consumers and search engines. Read more about the aid of SEO copywriting and decide whether it is time for your business to improve its rankings.
One of the main ingredients of a successful search engine campaign is the natural link building stage. Building natural or organic links is the most important part of an SEO campaign, and at Webimax we have developed an intricate four phase process to obtain and increase our strong organic link score. Each link building strategy has its own purpose and goal. Distributing Press Releases is a stage in your process that contributes to building health natural links.
Content writing is a major part in the functioning of Webimax as an SEO firm. Content writers are the ones who write the blogs, articles and press releases for the clients. There are times that you may need to write about something that doesn’t necessarily spark your interest. This is where you have to have a good imagination. With content writing, you have to look outside the box so you don’t constantly generalize your topics. Picking an aspect of the company and going into more detail with it will allow you to expand your writing the way you need to.
For example – if you’re writing about dresses for girls and women you could pick out something like, what new colors are in for the season, what types of dresses to wear for different occasions or even accessories that would go well with a particular style of dress. Content writing is about digging deeper and deeper to find the most accurate way to describe a certain client and their product(s).
Even if you are a writing connoisseur, there will always be those times that you get a cramp in your writers flow. When that happens, just keep stressing to yourself what it is you’re discussing and keep digging for your information. Content writing is no small feat as it holds together many companies.
Do you have a hobby? Depending on the nature of your hobby, you probably notice people with different degrees of experience and talent. I attend Jiu-Jitsu classes in Berlin, New Jersey and observe the varying skill levels.
Search engine optimization and online marketing is very similar in regards to those with varying degrees of hands-on experience and efficiency. In Jiu-Jitsu, class attendance and training with experienced practitioners facilitates the attainment of higher-level belts. What warrants the competence level and ‘belt’ of an online marketing company or SEO practitioner?
The notion of assigning belts to SEO consulting services and online copywriting services seems novel and a bit humorous, yet the notion of perpetual learning and positive progression is one that deserves reverence and interest. How can an online practitioner evolve?
Hosting a library of books pertaining to a specific subject area is expected of all students, yet the blogosphere addresses news, tactics, and more on a general to time-specific platform. Reading on-topic blogs can help facilitate the knowledge of search engine optimization and online marketing. Gather RSS feeds from industry-respected bloggers.
Search Engine Land
Daniel Scocco from Daily Blog Tips actually issued a post of ‘Top 25 SEO Blogs’. The post is over two-years old, yet remains a good piece of reference.
Conferences are available for a Philadelphia SEO company to take advantage of. Check for upcoming conferences in your city. SES conferences are popular within the fields of SEO and search engine marketing. Conferences offer a setting to learn new information and to meet other professionals in the industry.
How much do you enjoy landing page optimization, social media consulting, SEO copywriting, or other online marketing initiative? Have you considered moonlighting in order to procure your skills and make extra income? Check sites such as Elance for those seeking the services reminiscent of an online marketing agency, yet will accept the services of a freelancing professional. The ‘extra’ practice can give you the added experience to accelerate your learning.
The subtitle refers to the notion of perfecting your skills on your own. Danny Dover of SEOmoz constructed an excellent post a little while back referring to ways you can become a self-learned SEO professional using only thirty minutes of your time per session. It is essential to gather the basics from respected sources, learn what direction to proceed, and then do so at your own pace. Small and consistent dedication to your craft can definitely result in eventual success and a possible SEO black belt.