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Be crystal clear: SEO strategy should be integrated into your content marketing strategy so each content item supports your overall findability.
Now that you have 5 essential content marketing documents you can focus on 5 essential content marketing tasks. Content Marketing is an important part of sustaining the opportunity presented by consistent and unique thought leadership and related events. Link participants, content and conversation and ensure that each piece of content yields optimal results toward your business goals by following these steps.
Your expensive paid online marketing strategy (Google AdWords, retargeting, banner, display and old media buys) ultimately drives visitors to your online content marketing (your website and social media channels). When customers discover your online content does it answer their questions? Whether you have a paid online marketing strategy or not you need to practice content marketing.
- Recycle and format content: Be green and make the most of each content marketing effort. Plan related content and alternative presentations of content in advance. Use your Content Inventory to find existing information to highlight in your current publishing cycle. Don’t forget to link to related content and cross-promote each item to extend its usability. Create different pieces of content on the same topic – alternative presentations – to make your content stand out. What in your Content Inventory can be created in a different format: PowerPoint to Blog Post; Case Study to Infographic; video to web page?
- It’s all about search – optimize: SEO strategy should be integrated into your content marketing strategy so each content item supports your overall findability. Review your Keyword Suggestions document, select one keyword phrase, and focus your headlines, copy and tags to gain maximum SEO value.
- Relevant calls-to-action and mobile-friendly: All that effort and writing to create great content – perfect. Now, finish the job. Review your Online Metrics and guide users to a specific call-to-action (tell them what you want them to do). Assume potential readers will read your content on many different devices, such as Macs, PCs, smartphones, and tablets. Review your Online Metrics, discover top landing pages – /services, /press, /productx – learn, replicate, simplify; make certain that contact info is in the page field, not just in the left-hand rail or the footer of the page.
- Publish your content: Promote your content to maximize its potential to reach interested consumers. Update and then publish content on a regular basis with your Content Calendar.
- Share your ideas: Why create it and then keep it to yourself?Encourage and enable readers to share your content across relevant real time platforms. Connect this content with your Event Participant Inventory; add social sharing buttons to your website; affirm other event participants; share their content – reciprocate.
Also: Essential Content Marketing documents
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You need to develop and maintain content marketing documents to track your content marketing efforts.
According to Google ZMOT, in 2011 people researched and digested 10.4 unique pieces of content (blog posts, web pages, video, Twitter posts, Facebook status posts, SlideShare presentations, etc.) before making a purchasing decision. Your online content is the voice of your company, each item is speaking to your customers and telling your story while you’re very busy growing your business. You need to develop and maintain content marketing documents to track your content marketing efforts.
Your paid online marketing strategy (Google AdWords, retargeting, banner, display and old media buys) is expensive and ultimately is supposed to drive visitors to your online content marketing (your website and social media channels). Whether you have a paid online marketing strategy or not you need to practice content marketing.
Here are examples of 5 essential content marketing documents to guide a successful content marketing strategy.
Example of a content inventory
Content Inventory: Use your Content Inventory to find existing information to highlight in your current publishing cycle. Reference your inventory to link to related content. Create different pieces of content on the same topic at the same time. Cross-promote each item to extend its usability. What in your Content Inventory can be created in a different format? (PowerPoint to Blog Post; Case Study to Infographic; video to web page).
Example of keyword suggestions
Keyword Suggestions: SEO strategy must integrated into your content marketing strategy so each content item supports your overall findability. Use Google AdWords to identify keywords related to your top products and services. Now use these keywords to build your branded message and deliver online via organic and paid content, as well as, email, real time media and your website. Use these terms to link your thought leadership to company events and the sales cycle. Select relevant keyword phrases and then focus landing pages to maximize SEO value.
Example of online metrics
Online Metrics. Track page views, bounces, referrals, sources, mobile and more for your website. Understand successful (and less than successful content). Track metrics for your real time channels (Facebook, Twitter, YouTube, etc.), as well. Improve poorly performing content and landing pages and repeat successes.
Example of content calendar
Content Calendar: Establish a publishing cycle and deliver new and repurposed content on a regular basis. Set a pattern of good, consistent and unique thought leadership on your Content Calendar. Be flexible enough to adjust to the news and sales cycle. Check Google Trends, Insights and your Online Metrics and prepare the content that web visitors are seeking.
Example of participant inventory
Event Participant Inventory: Build an online community by staging regular events and then maintaining connections with your participants. The Event Participant Inventory shows all digital touch points (websites, social media/real time channels, etc.) where your event attendees share their branded messages. The Event Participant Inventory provides opportunities to identify influencers through your company’s event, and to share and affirm branded keywords.
Create (and maintain) these content marketing documents and then follow your content marketing task list to connect with your customers. And in case you were wondering why content marketing is so damn important – it is.
Soylent Green moment: It's all made out of 'content.'
Websites are all about content. Whether your website contains widgets, video, audio, images, quizzes, animations, or infographics, it is the text post that contains the chewy, searchable goodness.
The moment when you realize that text content is the main ingredient – your Soylent Green moment – is when you must follow a playbook to help your readers get the most out of the content.
How to build a more efficient text post
- Scannable text (highlight keywords with color and typeface variations)
- Super sub-heads (not newspaper clever, no time to waste)
- Inverted pyramid (clever newspaper idea, begin with conclusion)
- One idea paragraphs (users will skip end of long paragraphs to next scannable item)
- Less is more (cut the word count in half – then cut again)
- Bulleted lists (like this one)
A brief well-constructed post provides an idea in text that is short enough that users will actually read it online. Detail and depth are layered with source material and links.
People are searching for the main ingredient in your text. Make it tasty.