Is It Really All About Content?

There has been a lot of discussion lately about the importance of content and content marketing.  Since Google made their last algorithm change, more and more articles and blog posts are lauding the importance of developing unique content for the web.  But does the story of content development end there?

Based on recent experiments by The Marketing Blog, it looks like theres more to the idea of original content than meets the eye. Two factors in particular weigh into the content discussion.  They are; influence and engagement.  Last year Google rolled out the rel="author" tag and its gained wide acceptance.  Do you think they are providing extra juice to content published by influential voices in a given industry?  You bet. 

In addition to providing higher rankings to content produced by influencers, you can rest assure they are also providing additional weight to content that is widely shared among social networks and other online communities.  After all, Google's likely more interested in what individuals (especially influential ones), communities, and social networks have to say about digital content than any other type of source.

What this means for you

Depending on your role, you may want to consider how best to leverage the new opportunities inherent in a social world.  Guest posts from authoritative sources, engaging content that is designed for optimal shareability, and engaging with social networks can all have a dramatic impact on your website and website rankings.

Keep in mind however that the end goal isn't just for purposes of search engine optimization but rather building brand and generating leads for your business.  If you rank number one for a keyword or keyword phrase that no one searches on, you haven't accomplished anything.  focus on results if you want to make the most of this new post-Penguin 2.0 digital world.

The best place to start with any type of content marketing campaign is with specific goals and objectives.  What is your end goal?  Can a content marketing plan help you get there?  Probably but you need to begin with the end in mind.  I've spoken with a lot of marketing executives but many don't have a clear understanding or picture of what success looks like.  Define it for yourself and you'll be much more successful with your content marketing initiatives.

What I like about content

The one true benefit that seems to be emerging from this new world of content generation is that of creating value for your audience.  No one likes being sold... they do however like being engaged.  The most productive way to engage your audience is by giving them what they want, creating value, and getting things done in a way that excites and delights them.

Marketing to customers is no longer about selling "buy me" emails but rather engaging content that can positively engage and motivate them - building a relationship.  And a meaningful one at that.  The best place to start is with a deep understand of your customer.  What motivates them?  What do they want?  By creating persona's of your target audience you can fully understand the best content to produce and how to deliver it.

Always begin with an understanding of your customer and have the end goal in mind.  When you do, you stand a pretty good chance of succeeding in your content marketing goals.  Put in place a measurable plan and you're home free.

Please share your content marketing successes (and failures) with us on the Marketing Blog!

Copywriting – The Most Undervalued Skill in Marketing

Although most of us were raised in an environment where education was the priority, and writing a required skill, it doesn't always translate into effective copy writing.  Composing a well researched article is not the same as firing off an email and although we all have the ability to write, few of us have the ability to do so while being informative and entertaining. I’ve come into contact with countless agencies who have tried to outsource copywriting either for simple articles that will be syndicated for SEO purposes, or for blog posts that need to be of a high standard.

Every digital media agency should have an in-house copywriter, yet so few do. Many have copywriters and don’t even know it. It is likely your copywriter will also be an account manager or a web developer or one of your social media strategists. In print media this issue doesn’t exist because it’s an old industry, it’s been around for decades and due to the very nature of the industry good copywriting is heralded with the respect it deserves. But online marketing is still a relatively infantile world, still figuring out its morals and values.

Engaging copy is essential for marketing, it is the backbone of any successful campaign, on or offline. And trivial spelling or punctuation mistakes can not only overshadow a good campaign but can overtake it too, becoming the amusing focal point which quickly goes viral and turns the brand into a laughing stock. Not everyone can write engaging copy, it is a skill. It’s a skill that can be taught, true, but also a skill that must be practised, refined and implemented confidently, and unfortunately the majority of marketing agencies don’t seem to have the time for this sort of employee investment.

Those workers that have ten, twenty, thirty years experience in copywriting and are looking to branch out into online marketing are getting ignored due to an abundance of fledging search engine marketers and social media junkies who can cram a few keywords into a semi-literate sentence.
But the economic climate is also a contributing factor.  Both established and start-up marketing agencies have been and still are struggling over the last few years.  The recession has forced people to cut corners and save money where they can, so a skill such as copywriting - which everyone should be able to do anyway, is one of the first to get neglected.  Rather than pay more money on quality content, cheaper outgoing is a more attractive option.
These days copywriters need to work harder than ever to garner recognition. Producing dazzling content on time and on budget is no longer enough, we need to have a list of on and offline editorial contacts, we need to regularly contribute pieces to a range of different outlets, the more varied the material the better, and we need to save time to promote ourselves, our content and our expanding skill set.
Special thanks to our guest post contributor Zac Colbert. Zac Colbert is a writer wading through the SEO industry one debunked issue at a time, covering topics as diverse as sustainable living, online dating sites and music journalism.

Marketing Online: It's All About Content and Community

Wow, things have really changed.  Google Panda, Penguin, and Peanut Butter.  Okay, I don't know what comes after the "Penguin" update but things are certainly going to change.  As I think about marketing online and what will differentiate those who find success (versus those who don't), I can't help but think about key characteristics that drive online success.

The two factors that I believe have the greatest influence on online marketing success - today and well into the future - are content and community.  Sites that produce valuable, original content, are those who will succeed.  Sprinkle in the concept of "community" and you're sure to win.

The sites and online businesses that are creating value today have something with community.  Whether the site is a community itself like Facebook, Twitter, LinkedIn, Pinterest, or supports a community in some way, social sharing/community is the future of the Internet.  Heck, it's more than the future, its the key driver of online businesses.

To enhance the effectiveness of your website, blog, or even "app", consider how content and community are playing role.  Are you attracting like minded people to your site?  Are you using engaging, unique content to draw them in?  Are you fostering a dialog that keeps people coming back time and again?  

Before you spend another dollar on content, advertising, or even your next marketing campaign, think about the value of content and community and how it applies to your business!

5 Tips For Getting More Repeat Visitors to Your Website

Getting more repeat visitors is an admirable goal for any website. For one, you don’t rely on the ever-changing whims of Google for repeat visitors. Secondly, repeat visitors are more loyal, which means they are more likely to click on your ads and are more likely to recommend you to other people. And finally, more repeat visitors is a sign that you are building a unique, useful and well-received website.

Increasing repeat visitors is not terribly complicated, but it does require effort. You can’t just write keyword-stuffed articles for the sake of search engine rankings; you have to actually put time and effort into your website. If you’re willing to take on the challenge, here are five simple tips to get more repeat visitors.

1. Write quality content
I’m guessing this is no surprise to you. Quality content is still the name of the game. You can have the ugliest website in the world, but if your content is good enough, people will return. Quality content entices people to bookmark your website and check back regularly for updates.

What I mean by quality content is content that is written for the user and not just for search engines. Always write with your visitors in mind first. Give your visitors what they want and it will pay off in the long run. If search engine rankings are your only concern when you produce new content, you’re not going to be putting out good content. 

Quality content is genuinely useful for the readers. It is content that is compelling, honest and unique. You can tackle everyday subjects, but add your own voice to the mix. Express your opinions and come across as a unique person with a unique view. One of the most common mistakes I see from new internet marketers is a tendency to write like a third-person corporate robot. Forget what you learned in English class; go visit popular websites in your industry and notice how they write.


2. Allow Comments
Trust me; I know how tempting it is to not allow comments at all. Not only do comments force you to waste time dealing with spam, but anonymous commenters can be brutal. They’ll bash your website, bash your article and bash whatever product you were recommending. But even so, comments are great for getting repeat visitors.

Comments show that you’re not afraid to open your work up for criticism. This shows that you are confident in your work and that you’re willing to hold open conversations with your readers. That increases the trust factor dramatically. If you write controversial content, people will comment back and forth on your website and have reasons to return to your website later.

Comments aren’t for every website, though. Corporate websites and sites that just sell things directly to consumers don’t normally benefit from commenting. The best websites for comments are those that publish articles regularly and try to engage the audience. Affiliate websites and AdSense websites are great candidates for comments.


3. Don’t Be Afraid to Link Out
It’s amazing how scared some webmasters are to link out. Linking out to quality websites once again shows confidence in your own website and it tells visitors that you are writing for their benefit, not for your own benefit. Your visitors are not going to just leave your website forever and forget about you if you link out to quality websites. In fact, your visitors will probably remember you as a great resource.

As a side benefit, it is generally accepted that linking out to good websites is helpful for search engine optimization. It increases the trust factor that your website has with Google. Wikipedia links out to multiple websites at the bottom of every single page and yet it still ranks well for countless terms.


4. Provide Something Useful and Unique
One of the best ways to turn your website into a visitor magnet is to provide something that is both useful and unique. Give your visitors something they like that they can’t get anywhere else. It can be some kind of specialized calculator, a tool to help them accomplish something or just exceptionally high quality content. 

The internet is so big that you can start a new article on almost any topic and there’s a good chance that topic has already been discussed elsewhere. Don’t just rehash old ideas; give your visitors a reason to come back to YOUR website. It doesn’t matter if you specialize in online file storage, movie reviews or video games; you need to find a way to stand out from the crowd.


5. Update Your Website Regularly
Static content is fun because it can make money on autopilot, but you have to update your website regularly if you want to attract repeat visitors. Add new posts regularly and your visitors will be more inclined to check back with you at a later date.

A side benefit of adding new content is that you increase your website’s presence in search engines. The more pages you have up, the more search terms you hit. You reach more first-time visitors that you can then turn into repeat visitors.

Article Marketing Tips for Businesses and Internet Marketers

While article marketing can be a real challenge for internet marketers and online businesses, it is by far the most effective marketing strategy for engaging prospects, improving search engine rankings, and generating website traffic . However, in order for it to be effective, it needs to be done properly. Here are a few article marketing tips that marketers of all levels will find helpful.

The System is Not Flawed

With Google’s recent Panda updates, many internet marketers are starting to think that using keywords throughout their content is not wise. Remember, this system came about as a means for the search engines to find relevant articles for the searcher. The trick is to make sure keywords are used naturally within articles (4 or 5 times is more than enough for a 500 word article). Try to also spend time acquiring quality backlinks and attention through guest blogs and submissions to relevant authority sites, instead of using article blasting software. This is a smarter option to begin with as it means more exposure to your target audience.

Don’t Underestimate the Power of your Own Website

Many people think that for every one article they put on their website, they need five pointing back to it. This will help for difficult-to-rank keywords, but you can still rank well without backlinking. One of the best article marketing tips that should never be overlooked is having hundreds of articles written (as time and budget allow) on relevant keywords and placing them on your website.  This is particularly great if you have a service or product that can be addressed in many different ways.  Remember, you can keep many web pages hidden on your website so they can be picked up the search engines and not damage the look of your website.

Remember your Audience

One question that successful businesses and marketers frequently ask themselves is, “What is my target audience looking for?”  Following on from the previous tip, always keep in mind what your audience is seeking. As a website owner (regardless of your product or service), your aim should be to become an authority within your niche. Try to provide an extensive array of content on your website that is helpful, well written and easy to understand. You need to have a good reason for your audience to find you and keep coming back again and again.

In the world of article marketing, success comes primarily from patience and persistence. People who doubt their strategy are the ones who have the most trouble here. Take time to choose a strategy that has been known to work and stick to it – of all the article marketing tips, this is probably the most important.

About Article Marketing Co.

Article Marketing Co has been in the content industry for a few years now, but has recently launched a new website in an effort to make ordering and managing content orders as simple as possible. With experienced American writers and editors on staff, and an aim to provide the best articles on the internet at the most affordable prices, this place is definitely worth a visit. For more information, check out www.articlemarketingco.com.