Turn One Piece of Content into Several Pieces for SEO

Part of any digital marketing strategy is to create quality content.  Content marketing gets your brand better SEO ranking, and it gives clients and potential clients’ information.  This information keeps bringing them back to you.  However, it can seem daunting to always be creating fresh new content.  Repurposing content is a way to spend less time researching and more time expanding on an idea.

What is Repurposed Content for SEO?

Repurposed content is taking one valuable piece of content and creating new content out of it.  The trick is to not keep rewriting it for different avenues.  It is about taking the ideas out of it and expanding on them and creating complementary content that all works together.

For a sales funnel strategy, it is perfect.  Your target audience reads the first piece of content and they are interested in learning more, so they click on your white paper.  They push your readers deeper into the sales funnel.  You are giving them what they need.  Here is how to create a lot of great content.

Start with A Blog Post

Think about what your target audience needs help with.  What is their pain point and how can you help them solve it.  The blog post will cover the big picture of the problem and the solution.  Create a topic that your customers will enjoy learning about and that there are multiple steps within the strategy.  Blogs are perfect for creating awareness and the first step in the sales funnel.

Research keywords so that thru organic search your target audience will find your blog and your brand.

Create a White Paper

The purpose of a white paper is to give information that a certain solution is best for the problem.  It can influence the decision-making process of current and prospective customers.  It educates readers and helps them solve an issue.

When creating the white paper this is where you can get into the specifics.  Take a section of the blog and give more details.  It is clearly focused content that is enticing to read.  In order to download the white paper for free, it is best to collect an email address or contact information of the prospective customer.  This will give you information for follow-up while they are getting more information.

Create Social Media Content Marketing

Promote your blog by creating social media content marketing pieces that talk about key ideas in the post.  Give snippets of info and a call to action to learn more.  Be ready to engage with followers as they may ask questions or comment on the message.  Social media is a great way to target your audience and help them find your brand.

While creating posts about the white paper is a great way to get visibility, another option is to use social media ads, to gain trackable clicks and conversions.  Facebook ads let you target who will see the ad so it gets to your target audience and they get the information they are looking for.

Produce Video Clips

Videos are important to your outreach and campaign efforts, especially your social strategy.  It increases engagement, educates, and you reach your audience with a new medium.

Record a quick video that is on topic from the blog.  Give a story or an example that makes the blog post come to life.  Not only does it give the brand a face, but it will also drive your audience to your content.

Videos are another way to get a better search engine ranking and improve SEO.  Create videos according to each platform guideline.

Repurpose not Duplicate

The most effective way to create a successful content marketing strategy is to share thought-provoking engaging content.  Repurposing content is not duplicating the same content, however, it can help keep your content fresh and easier to create.

Multiple pieces of content on topics that each stand out on their own.  Think of it as one big asset worth repurposing, multiple small articles that all contribute valuable information towards one core topic.

If you need help with your content marketing, SEO, and social media we know how to implement all into a powerful digital marketing campaign.

Drive Organic Customers with SEO

Search Engine Optimization (SEO) can sound overwhelming and puzzling.  SEO is the organic way to move your site up in search engine rankings.  Once you get the basics down it isn’t that complicated, it takes some research time and looking at analytics.

Google Indexing

The first place to start is to make sure that Google has your website indexed.  What this means is that Google is aware of your website.  This does not make that your site will pop up immediately or that it will start once it’s indexed.  However, if it is not indexed then there is no chance of ever ranking for anything no matter how much SEO work you put in.

Check Your Website

When looking to improve your SEO, you will want to evaluate your website.

  • Broken Pages and Links – Not only are broken links and pages unsuccessful to give a good impression, but it also is not good for SEO.
  • Meta Descriptions and Title – These entice search engine users to click-through to your site. Do not exceed the length.
  • Image Alt Tags – If you have images on your website or within your blog content, you want to include your keyword in the image alt tag.
  • Headlines (H1, H2, H3, H4) – These headings help users and search engines read and understand the text. They are important in a website as well as in blog articles to get ranked higher.  It also breaks up content, so it is easier to read.
  • Content – Is the content written well? Does it contain keywords, but in a readable way?  The length not too long or too short?
  • Social – Is your social media linked? Search engines note social media shares as quality content that people want.  This includes sharing blog articles.

Drive Qualified Users Through Long-Tail Keyword Search

Successful SEO campaigns focus on keywords.  Keywords are the search terms that define what your content is about.  In terms of SEO, they are the words and phrases that searchers enter into search engines, also called “search queries”.

Longtail keywords are the best tool for attracting relevant website visitors to your site.  They are targeted to a specific problem, and attainable to the language that people use to search.  Long-tail keywords are typically 3 to 4 words long; they are also less competitive and easier to rank for on the first page of results.

The best digital marketing SEO strategy is using a combination of long and short-tail keywords.

Is your Content Polished?

Content marketing is a huge piece of digital marketing strategy.  The more quality content pieces that you have on your website, the higher the ranking.  The more engaging your content is, the longer users will stay on your website.  It is important when creating content for your site to use the SEO keywords.

Google looks at the content on a website to help understand whether that website or web page is good for a particular query.  If there is little or no content then it will not do that.  However, on the flip side, if there is too much content it will have the same effect.

Keyword stuffing is a practice that you do not want to put into place.  That is when the keywords are stuffed within the content so that it does not read intellectually.  It is a common practice and the search engine algorithms now take notice of it and will penalize you for it.

Incorporating a Content Marketing Strategy

What is Content Marketing?

A strategic content marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.  Ultimately, it is to drive profitable customer action.

It is more than pitching your products or services; you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.

Marketing is Impossible Without Content

Quality content is part of all forms of marketing.

  • Social media marketing – Content marketing strategy comes before your social media strategy.
  • Website – The content on their help with search engine rankings
  • SEO – Search engines rate businesses that publish quality, consistent content.
  • PPC – You need great content behind it.
  • Inbound marketing – Content is key to driving inbound traffic and leads.

Who is Reading Your Content?

The first step when creating a content marketing strategy is who is your target audience.  You want to create content based on who you are engaging with.  If you have several targets, then it is about a strategy that has a variety of content and channels, to deliver the best message to each audience.

Your service or product solves a problem that your audience has.  Your content needs to deliver information that addresses these problems.  It also must explain how your brand is different, and in some cases, it is more the tone of the content and the delivery than what is actually written.

Effective Content

Effective content should be clearly written, emotionally engaging, and include SEO best practices like keyword research and integration.  You want to write content that people want to read.  Great content suits your brand persona, educates your audience on your products and services, while creating avenues for future engagement.

Consistency is an important part as well.  You want your content at the top of the search engine algorithms and ensure that your message is getting delivered regularly.  Educational content can help answer questions and prove to be a helpful resource, increasing your brand’s reputation.

Types of Content Marketing

There are several types of content marketing that all work well together and should be a part of your overall strategy.  It is best to start with a few and then add other avenues to them.  You want to start and be consistent.  We suggest master a few and then add others, especially if you are doing your content marketing yourself or in house.

  • Blogs – Blogs provide valuable content for your audience that makes them want to read and learn. It is best when your audience wants to share the posts with others.
  • Case Studies – Case studies are the perfect opportunity to tell the story of a customer and the problem they were having and how your brand helped them solve it. It gives quantifiable proof.
  • Ebooks / Whitepapers – A lead generation tool that a customer can download after submitting a lead form with their contact information. They are part of the inbound marketing process.
  • Social Media – Posting on social media is pivotal to amplifying your brand and delivering content to your customers where you know they spend their time. Which social network will depend on your audience.
  • Videos – Videos are highly engaging and capture people’s attention. It is more likely to get shared on social media.
  • Podcasts – Podcasts are an alternative for those who don’t have time to read, but still want content. They are a verbal piece of content marketing.

Using Google+ to Help With Your SEO

This is a topic that has been discussed a great deal online, since Google Plus made its debut. There is a good reason for that. Google+ can be a very powerful media marketing tool and one that shouldn’t be overlooked by companies that are trying to grow their online reputation. If you are operating an online retail website, or trying to grow your web exposure, you should definitely consider a business profile on this social media platform.

It makes sense that the Google search engines would be partial to Google plus activity and it has been proven that they do. Combining efforts on your website with Google+ posts, YouTube business videos, and a Google Local account can go a long way toward enhancing your online standing, and can improve how your company appears when showing up in search results.

This platform is also very business friendly, as it turns out. There are many features that make business-to-consumer communication very viable and attractive. With the Google Local account established, a business can appear in the local pack when relevant search terms are entered, which further boosts brand recognition, and reviews on the Google+ page add to business credibility while improving SEO standing.

There are really a few things that you should do, if you are not yet using Google+ to its full potential.

First, create a business page and use it. Millions upon millions of people have a Google+ account, but a large percentage rarely, if ever, use it. It’s not enough to create the account, you need to keep it active.

Second, be sure that you have verified your Google+ Local Listing.

Third, encourage others with calls to action and +1 buttons. Make sure you are using these buttons on your website, and use the CTAs to build a list of reviews on Google Plus from past customers.

Finally, be sure that your posts on Google Plus are keyword-rich. The more optimized your posts are, the better they will help your overall SEO.

Time to Up Your Mobile Marketing Efforts

If you are working in the retail realm, and hoping to improve your bottom line in the years to come, then you better seriously consider your approach to mobile. If it wasn’t clear already, then certainly the 2014 holiday season made it very apparent that mobile is now the preferred method for shopping. Not only are consumers researching products on the go, they are actually making the purchases directly from their smartphones and tablets. This mobile shopping phenomenon is so strong that even those standing in brick-and-mortar stores will opt to make the online purchase via cell, if they believe they can get a better price or quality online. That means that your consumers could be purchasing from the competition while standing in your aisles. It is important, therefore, to make your website and your products as attractive as possible when reaching out to potential customers.

Help Them Find You In the same way that you use keywords to market your content, you can use them to increase the chances that consumers find your website when searching for local products. This requires that you choose locally relevant keywords, however. Know what your customer is looking for and how he or she would search for it, and you can wisely select the keywords for your mobile marketing campaigns.

Entice Them to Opt-In One of the biggest reasons that consumers give for their online shopping behavior is a belief that online prices are lower than in the store. They are also enticed by special offers and sales. Put this mentality to work for you. Offer a special sale to those who are willing to opt-in for receiving future promo materials.

Cater to Screen Size Many of the ‘Make Your Own Website’ services boast that their templates are mobile friendly, but before you buy into the hype be sure that you know how your company will appear on the smallest screens. Consumers aren’t going to linger if they are unable to comfortably navigate your mobile site.

Do You Suck At Storytelling? Your Content Marketing May Suffer As a Result

Content marketing is the key to any good marketing strategy, but learning where to begin can be difficult. What’ s more, though, is that knowing what to include, how to approach it, and how to keep up with the constant changes in this area is nothing short of frustrating. Many experts, however, suggest the process should begin and end with good storytelling. Why Does Storytelling Matter?

More than ever before, customers care about who you are as a company. They want to know your story. They want to be part of something bigger than themselves. Storytelling is your way in. It’s not only a solid way to differentiate yourself from other similar brands, it’s also a way to make sure they know you and want to work with you.

Strengthening Your Storytelling Skills

If you’re not a good storyteller, don’t despair. It’s easier than you think to acquire this skill. Start by thinking outside of the marketing box. You’re not trying to convince people to buy your product line or services. What you are trying to do is be authentic, something that’s not frequently taught in business school. Honesty and transparency matter in storytelling. Your story has to be rooted in reality, and for most brands, formality doesn’t even enter the equation. All good stories have a hero, a villain, and a goal, and while that doesn’t translate exactly in brands, the hero is always going to be your customer and the villain is always going to be what’s keeping those customers from the goal. It’s important to note that your story is not a blog post off the top of your head. This one is going to take some work, so get busy.

The moral? Paying attention at preschool story time may have actually paid off for your company in the long run!

Using Video as Part of Your Content Marketing Strategy

Marketing, in the modern business world, involves many different approaches working simultaneously to make a company visible on several platforms. Content marketing is an essential component of this ensemble and, done correctly, it will interact with many of the other aspects, such as social media marketing and SEO. While written content is important, and provides an excellent opportunity to work in applicable keywords, it is certainly not the only form of content on the web, and not even the most effective option. A web surfer, today, is bombarded with information. This is coming at him from many different directions and in many different formats. While he scrolls through social media feeds, searches Google for a certain product or service, and even as he seeks visual entertainment, you have the opportunity to grasp his attention. However, you have to stand out amongst the rest of the content being fed to him. Text, alone, isn’t likely to do the job.

This is part of the reason that video has enjoyed such vast success on the web. People want to be entertained and video clips do just that. They are more easily spotted in a sea of textual information and can say a lot in a short span of time. Today, video ads are the modern commercial, except that people aren’t looking to fast forward through them. The right video content can actually encourage that web surfer to comment, share, and even buy.

Fortunately, success with video doesn’t require large budgets, like television advertising does – just as the parents of little Charlie who bites fingers. You can make an effective video with very little in the way of camera equipment (just a webcam will do) and minimal on air talent. The trick, however, is to have a clear message in mind. Tell a story and tell it in an entertaining way and the consumer will be far more likely to pay attention. Better yet, he’ll tell his friends to pay attention too.

Get the Max from your Mobile Marketing: Make Yourself Approachable

Imagine yourself searching for a product locally. You can see on Google Shopping that it is supposed to be in stock at a store near you, but after several less than stellar past experiences, you decide to give the company a call… only you can’t find the phone number. Let’s face it; one of the greatest parts about mobile search is the ability to use it in the local setting to find what we need without having to pop in and out of the car numerous times. It has the distinct ability to search the web and then place a phone call, without need of a secondary device.

Now, consider your consumer. Imagine that they performed a similar local search and discovered your brand along the way. What if they wanted to call you to inquire about a product, to ask your hours of operation, or to ask some other pertinent question? Would they be able to easily locate your phone number?

Mobile marketing is essential in today’s business world. With the vast majority of buyers constantly armed with a mobile device, it only makes sense that we would, as entrepreneurs, want to tap the market. While some of the approach is very similar, if not exactly like what we would do to properly advertise to PC-based consumers, there are a few things that must be considered when competing for screen time on a mobile device.

Among those differences is the need to make yourself convenient in more ways than one. Today, people want instant gratification. If you couldn’t locate the phone number to the first store that had the product in stock, you would very likely move down the list and call the next. The first business missed a potential sale, simply for being too difficult to contact. Don’t make the same mistake! Not only should your contact information be easily discovered, its highly recommended that you make it clickable. Phone numbers published on mobile sites, or even advertising banners, can be linked to the phone feature, so a person can simply click-to-call. Similarly, you can offer the click-to-text, or click-to-chat option. The latter is particularly effective if you are not locally based, but are offering a technical product or service that might require consumer assistance.