Category Archives: Content Marketing

rich content

How to Build Relationships Through Great Content

“Marketing is a contest for people’s attention,” says Seth Godin, best-selling author, marketing expert and entrepreneur. Currently there is an attention crisis with brands and companies struggling for attention. Why not when there are so many brands to choose from? Gone are the days when the only thing a company had to do to be successful is to create a useful product and make people know about it through advertising. If you want to be a success today, then you have to market accordingly.

One of the best ways of marketing a product or a service is through content marketing. Industry leader Content Marketing Institute defines content marketing as “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — and, ultimately, to drive profitable customer action.” Content marketing came to be as a result of consumers shunning away traditional marketing methods like television, print ads and even online ads. Content marketing has many platforms: social media, blogging, infographics, slideshows and videos, all geared toward customer engagement and eventually, profit for the company.

Content is King

content is king

Content can be anything from a very important piece of scientific writing to a video of three dogs chasing their own tails. Microsoft founder Bill Gates, in an article with the title Content is King, states that the Internet is a marketplace of content – ideas, experiences and products.

But this kind of marketing is not churning out articles or video clips just for the heck of it. Businesses need to do marketing with fresh and relevant content to stay on top. As Gates writes in his essay. “If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video. They need an opportunity for personal involvement that goes far beyond that offered through the letters-to-the-editor pages of print magazines.”

What is great content?

what is great content

A post on the Google Webmaster Central blog explains how Google determines the quality of content. Essentially, the content has to:

  • Have information that can be trusted.
  • Have substance, preferably written by someone who is an enthusiast or an expert in the topic.
  • Draw genuine interest, not written merely to drive search engine ranking.
  • Be original, fresh and found on research.
  • Be more insightful and interesting than what is obvious.

Content is written not only for search engine optimization, but more importantly for customer engagement. To produce great content and engage your audience, you must:

  • Have knowledge, insight and perspective that set your content apart.
  • Have someone in your business to produce compelling and valuable content.
  • Have the resources to regularly create content for existing and potential customers.

Unless you have these, content marketing will not work for you. Bad content is just a waste of time and energy.

Content Generation and Relationship Building

content marketing

If you want a successful business, – then you have to build a relationship with your customers. You can do this by engaging your customers – both existing and potential – through generation of great content. Here are some tips in producing fresh and engaging content:

  1. Create content centered on the customer. Know your audience and create stories that focus on them. More than writing about your product specifications or the advantages of hiring the services you offer, you should make your audience the star – so make something that appeals to the customer in an intellectual and emotional level.
  1. Know which style works best. Will you build a relationship with your customers through articles or forum discussions? Are you going to make videos to reach out to them? Personalize your content delivery to draw customers in and make sure to continue the connection through constant engagement.
  1. Be accessible. Make it easy for your customers and your target audience to be connected and to stay connected to your brand. You can do this by phone, by chat or by email. Make sure that your website is easy to navigate by positioning buttons and links accordingly.
  1. Be personal. Nothing would encourage engagement better than personal stories. Be yourself and communicate this in your content. Most products and services offered nowadays are of the same high quality, so differentiate your brand and inspire customer connection, engagement and loyalty.
  1. Put quality over quantity. Do not feel pressured to put out great amounts of content at a single time. Remember that quality is always better than quantity, especially if you are after building a relationship that lasts.
  1. Be committed. Building a brand and engaging customers is a long and hard process, much like building a relationship with a real person. If you cannot commit to generating great content, then do not expect to build lasting relationships with your customer base.
  1. Nurture connections. Your content should not just bridge the gap between you and your customers. It should also allow your audience to connect with other people. Therefore your content should evoke emotions that will spur your customers to share it and spread the word about your brand and what you offer.
  1. Offer help. People turn to the Internet for almost every need. If they know that you can help them solve problems, then you will become a trusted and reliable go-to resource for help. People inherently like to be consistent and loyal to what they believe to be trustworthy and consistent, so make sure that your content is truthful and honest.
  1. Share your expertise. The days when you have to withhold your secret formula for success is gone. Nowadays, information is a commodity that people can easily get with a single mouse click or finger tap. If you want to be successful in building a relationship with your customers, then you have to share what you know through free courses, webinars and e-books, among others.
  1. Be compelling. Write detailed and informative articles with catchy titles. Create emotionally-charged videos that people like to share and discuss. Be consistent with your delivery and before you know it, you will have a strong following.

Encourage engagement and create meaningful conversations through content marketing. Through these meaningful conversations you will be able to build strong, solid and lasting relationship with your customers, which will, in turn, drive profit and success for your brand.

Looking for help with your companies content or brand image online? Contact us today.

Understanding How SERPs Drive Business Success

Technology continues to develop at a staggering rate. Almost everything – including marketing – has become digital now. You want your company and your brand to be at par with your competitors, so you build yourself a website too, in order to spread information about your product or service. But just having a website does not guarantee success. You have to consider many other things, one of which is your Search Engine Results Page (SERP) ranking.

What is SERP?

What is SERP, exactly? When a user looks something up in Google, the first page he would see after typing his query and hitting enter is a list of relevant websites to his query, ranked in the order of importance, with the most relevant site on top. This is the search engine results page.

google serps

People are impatient. If they do not find what they want in the first few links they click, they would try another search query. This is a fact proven in a study made by Jupiter Research in April 2008. The results showed that the number of users clicking the first few websites on the first SERP increased by 68 percent from 2002 to 2008. Moreover, fewer users looked at the second or third page of the SERP. This is why being on the first page is important. Being on the second or third page of the SERP is equivalent to you losing 90 percent readership from your target market, potential customers and, eventually, profit. You need to ensure that your site ranks high by making it optimized for search as much as possible.

SERP ranking is Important

SERP ranking is important because Google wants to give its customers the most relevant results to their inquiry. The higher your ranking in the SERP listing, the higher the likelihood of people visiting your website. Since Google is a machine that does not have the human capabilities of understanding the context behind images or videos, it can only look at the text information in the site and monitor links to it. Therefore, you need to have content in your site that is optimized for search engines (more commonly known as search engine optimization or SEO).

Factors that Affect SERP Ranking

How do you get to the top of the listing? Here are some of the considerations:

  1. Google wants to give its customers the best results, so it takes into consideration the location of the user according to their server. The closer you are to the customer’s server the more likely your site will rank high in the SERP. If the customer is not very specific with the search (for example restaurants in Dallas) then Google will make the assumption that the customer needs something near him and adjusts the SERP ranking of sites accordingly. In order to optimize your website for local search, local SEO will have to be done in order to ensure all elements are present on and off your website.
  1. When people look things up, they type their query on the search bar. “Houses for sale” is an example. These are then called keywords. Google sends its spiders to crawl the web and send back to the SERP the websites that contain the keywords.

google search query example

It is for this reason that website owners hire writers and SEO professionals to produce good content with keywords adequately distributed throughout the body of the content. When you plan your content, make sure to come up with good keywords – what your potential customers are most likely to use as keywords when searching a product or service that you offer.

In the past, keyword density was of huge importance. Websites were on a race to churn content teeming with keywords in order to top the SERP listing. However, putting too many keywords – also known as keyword stuffing – made for badly written content, which now leads to penalizing from Google. Therefore, your site must have meaningful content with the keywords and related words sitting prominently in the title and scattered well throughout the text.

  1. Links act as recommendations and up votes. When you have other websites linking yours, then Google will think that your site is relevant. As a result, your website will get a higher SERP ranking. However, it is important to get links from trustworthy websites that also rank high on the SERP, not just link spamming from non-related websites.

quality content

  1. This is the most important factor that will help see your site to the top of the SERP listing. Great content gives valuable information and is written for users, not for search engines.

The better your content is, the more visits you get – and this is something Google can determine. If your site is dynamic with people commenting and linking to it because of good content, then you are sure to get a higher ranking.

  1. Social activities. These include shares, likes, and social following. If you need proof about how important this is, you just have to look at your Facebook newsfeed (supposing you have one) and see the content your friends are sharing – videos, articles and what-have-you. Google also takes into consideration the behavior of users. If you have very good content, then it would naturally get shared. Your website will have more traffic because people are talking about it. The more shares your site has, the more credible it becomes. When Google detects rising social activity in your site, it will place higher in the listing.

As with everything else, search engines will continue to change based on the behavior of their users. Naturally, search engines like Google want to provide the most relevant information their users need. By understanding the basics of SEO and SERPs, you can optimize your website to make it rank high on the SERP listing. As a result, your online presence will be strong. This strength will be communicated not only to your existing and potential customers but to search engines as well. Be clever with the use of links and keywords. Write fresh content that people find valuable to read and share. By following these tips, you will have a higher chance of ranking high in the SERP listing and a higher chance of success.

quality content

How SEO Has Evolved: Why Quality Content Is Instrumental To Off-Page SEO

SEO has evolved into much more than a game played by a select few individuals trying to manipulate the search rankings. There are respectable businesses that are learning to optimize their websites so that they are found by those searching for them. Business owners don’t want visitors to drop by just once, they want them to keep coming back. This makes content writing and content marketing more important than ever before.

content is king

A common phrase that business owners are hearing these days is “Content is King.” This is indeed true. The reason that this is true is because a websites content attracts more visitors than its products do. That is the nature of the web. Consider your website content as the sales copy that convinces customers to buy your products or services. If your website does not have good content then Boost one SEO can help you.

Two important aspects of web content are as follows:

Quality Vs Quantity

Quality content means that the content posted to your website must not be written just well, but it also has to be free from any embarrassing typing errors that can cause visitors to second guess your professionalism. Also, the content must be naturally embedded with the right keywords so that it gains the attention of search engines. This is the power of quality content.

quality vs quantity

Quantity is also very important. This is because content becomes old almost as fast as it’s posted. After it gets shared through social media, it becomes stale and boring. This is why a website has to be updated on a regular basis. A visitor may return to an informational article once, twice or maybe three times, but he/she is not going to come back to read it again and again if there is nothing new on your website.

This means that content optimization is the new SEO

Gone are the days when keyword stuffing and similar methods convinced search engines, mainly Google, of a websites credibility. Today, search engines have devised new algorithms that work in a sophisticated way to determine which site should be given authority in its respective niche and industry.

content quality description

This is why, search engines today require high quality and relevant content published on a regular basis. This can easily be done in the form of infographics and blog posts along with other types of content that can become viral over the web in no time at all. This makes search engines think about the quality of a website and frequently updated quality content is the answer for both parties.

The million dollar question is how often do you need to add new content? Some people say that once a week is enough, others say twice a day, at the least. However, all this depends on the nature of the site. A commercial blog should be updated twice a week. Static content on the other hand can be done once a week. But you need to maintain the right balance. You can’t go weeks without adding anything only to add ten new articles at once, since this won’t help the website’s traffic and ranking in any way. Consistency combined with quality and quantity is the right recipe. Make sure your website has up to date content so that your visitors become repeat visitors for the long run.

seo tips

5 SEO Tips for Small Business

The advent of the web has not only helped to corporate globalization, it has also opened the doors to small businesses in different areas to compete legitimately with the largest companies in its field. Indeed, a good SEO optimization for small business can propel it to the top in the organic search results of Google, at least locally.

What is SEO?

Search Engine Optimization or “SEO” is the set of techniques used to optimize and promote a website in order to increase the targeted traffic from search engines like Google, Yahoo and Bing. These three major search engines drain alone over 90% of Internet traffic. If they cannot find your website, you miss the opportunity to reach a wider audience and get more targeted visitors. White Hat SEO can be complex, requires a thorough understanding of search engine algorithms, and updates such as Google Panda and Google Penguin, you can still get a good position in a few simple SEO tips.

5 SEO Tips

If you want to increase your traffic and make your small business a success, follow these five SEO tips.

1. Choose the right keywords

keywords

Choosing the right keywords is one of the most important SEO tips. If you do not choose your keywords wisely based on what your target search is, all your efforts will go to waste. What words or phrases do your potential customers use when searching for your products or services? What problems can your product or service solve? Make a list of these terms and use keyword tools such as the Google AdWords Keyword Planner to determine the keywords for which you have the greatest chance to achieve the best positioning.

2. Create unique and relevant content

content quality

Content is King! This well-known saying of SEO professionals has never been truer. Offer valuable and unique content to your readers. Include your keywords in your content in low density. More than two keywords in a paragraph of 100 words make your readers confused and create over-optimized content, which can lead search engines to penalize your site. If you are lacking inspiration, content creation is a great way to attract traffic as quality content on the required subject helps in maintaining the interest of the readers. You must also never forget to cite your sources!

3. Provide a simple and clear navigation

simple navigation

Structure and simple navigation on your site will help search engine spiders index your pages faster to promote a good ranking. The best way to create a clean and simple structure for the website for your small business is to use a user-friendly CMS for both your visitors and the search engines such as WordPress. Most web-hosting providers allow you to install WordPress with a few clicks on your server.

4. Optimize your titles and texts

title tag

The titles of your pages are very important for the SEO of your site, because they provide search engines with accurate information on the subject. Be sure to include your main keywords in the titles of your pages. Your main keywords are the ones to which you want to get the best positioning. Use <h1>, <h2><h3> for your subtitles and bring up your keywords in bold. These techniques are intended to highlight your keywords so that search engines accurately identify the topic of your content and rank it at the highest level.

5. Share your content on social networks

share social networks

Social networks can generate heavy traffic to your website. It is not necessary to create a profile on all existing social networks, focus on the popular and most useful points for your company on mediums such as the Facebook, Twitter, LinkedIn, Google Plus and Pinterest, especially if you have beautiful photos to share. Share your content on your profile and encourage your visitors to engage and share your content by inserting social media buttons on your pages.

Conclusion

The world of SEO is sometimes like a jungle in constant motion. The good news is that you don’t need to be an expert to climb to the top of the results on Google, Yahoo, or Bing! SEO is all about common sense and perseverance. You can begin by applying these five simple and effective SEO tips. Improve your online visibility, increase your conversion rate and get your piece of the internet pie!

How to Create a Great Digital Marketing Campaign

Set Goals and Objectives

set goals and objectives

As in any other form of media, working with a clear and specific methodology is essential especially, when planning a campaign at the digital level. The first step is to set goals and conduct research aimed at understanding the competition, industry and consumer trends. While conducting this research, you should define your objectives and collect information about the client/brand, target audience and the related market.

To follow through with any campaign, you need to answer two questions:

1) What is the goal?

and

2) What is the desired action? Do you want to increase sales, launch a new product, need feedback from your customers or want to generate some rewards for their loyalty?

Team Work

team work

You must develop a global benchmark category and identify opportunities in new digital media formats, and new social trends, relating to new consumer channels. For this first step, it is essential to have a multi-talented team to investigate these opportunities from the perspective of your consumer and two-way communication.

A Strategy

marketing Strategy

The next step is to propose a strategy and plan where you want to go with your digital marketing campaign.After analyzing the information obtained in the research process, you are in a deductive process. It must define the path to the solution, developing an action plan that defines the elements of digital communication. This strategy should contain elements of Seo, Advertising, PPC, and Social Media aiming at a comprehensive online strategy.

From planning to development, it’s important to define the creative concept. It is crucial that creativity reflects alignment of the various elements.

The Campaign

marketing campaign

Once the strategy and creativity is defined, you are in the production process of campaign development, which is the process of producing various pieces that make up the creative strategy. To achieve a good final product, it is essential to have an integrated team capable of graphic design, multimedia and programming to manage the relationship with the client. Importantly, unlike an offline campaign, the production process in the online world has stages of animation and programming while providing an innovative experience to the consumers.

After launching the campaign, it is crucial to track analytics. At this point, the digital domain that has been setup will allow monitoring in real time which will allow you to instantly correct any deviation or weak point. Tracking tools like Google Analytics collect and analyze results so that you can constantly improve your campaign.

Visibility

online visibility

Visibility is critical in any campaign. A lesson you must learn is that no matter how good your products/services are, if a good analysis and advertising campaign is not made, you will potentially lose a massive quantity of buyers and/or visitors and your sales will never achieve the targets you set. Visibility can come from many sources such as advertising, natural search, social media, content marketing, e-mail marketing and many more venues. Having an idea of what services to use to present your product is crucial for the campaign.

Measuring Results

measuring results

When measuring the success or failure of a digital campaign, it is essential to understand what you are measuring. Many feel that having a million hits is a success. It is a success, if the goal is purely branding and distribution, for example, launching a new product.

However, it is important to measure the investment versus the results, the final ROI. If you have a campaign that aims to promote direct sales via online medium, you should measure the sales generated, not the number of unique hits that are obtained. An online campaign must raise measurable objectives.

What are the main elements that influence the effectiveness of an online campaign?Multiple factors influence the effectiveness of a digital campaign. Among them, the most important are:

  • The quality of the creative banner design
  • The number of times the campaign is seen
  • The context of site where the banner is located

Several studies indicate that firm’s brand recognition grows when it’s shown more than 10 times to the same person. This is important especially for new brands in the market. It is also important that campaigns have the company logo on the banner being displayed.

The last recommendation is to quantify the success of your campaign. Presently, there are many methods that allow us to measure results, and the most common is to use tracking codes like Google Analytics or Histats. No matter how great your campaign is, it is always a good practice to measure the traffic, the achievement of objectives such as sales, number of visits, conversion rate, most successful keywords, sites linking to yours, etc. One of the tools that we recommend using is Google Analytics, because it is the most famous and complete tool. In addition, Google Analytics is useful for all types of projects from marketing campaigns, mobile apps, Webapps, to monitoring games and other things.

For more information and assistance, feel free to fill our free marketing analysis form and have our experts put together your winning strategy.

content marketing

Content Marketing: A Sales Strategy with Added Value

There has been a lot said about content marketing, not just in social networks, but all over the internet, for a long time. The definition, however, can be somewhat elusive. Actually, we are always talking about content marketing in one way or another. In many ways, it’s considered the backbone of brand presence.

Content marketing can have many forms, for example: through videos, case studies, books, computer graphics, quizzes, polls, photos, and more. The range is very wide in the digital world.

What is Content Marketing?

content marketing process

We use content marketing to do things like increase sales of a brand, to generate a positive brand image and to position a company as an authority in a particular subject or particular line or range of products.

For SEM or PPC Marketing (Pay per Click Marketing) we also need good content. This means that quality content is the key whether we are working with social networks on the web, or with some other digital media. If we buy traffic, buy followers, then we have to have something to hold them.

Content marketing is a concept that takes time and experience online to accomplish, and is becoming more relevant everyday. When you are marketing your content, you should offer original, entertaining or useful content to users (even all three at once) targeting sale as the primary goal. When creating a content marketing strategy, it is essential to be clear about what our target audience is, what their needs are, what information you want to provide them, and how you can help.

content marketing methods

The corporate blog is one of the best tools to convey valuable content that helps attract, convert and retain customers. However, the originality of both topic and presentation of information plays a fundamental role. Therefore, you have to take advantage of the various forms that can offer good content(videos, info-graphics, e-books, newsletter, interviews, etc.).Factors such as Social Media or SEO Positioning are very important for a good content strategy, which is why, you can always exploit the potential of all available opportunities. In addition, content marketing is a sales strategy with many benefits.

How do you know if it works?

Some basic metrics will help you know what you have to achieve(themes, formats, strategies, customer service, design, usability, etc.). Content marketing is often confused with other related online content generation strategies like Branded Content, Copywriting, Storytelling and Content Creation. The line that divides some other concepts is fine, sometimes fuzzy, but it should be clear in its meaning and must involve each of these actions at the time of raising your content creation strategy.

Branded Content Marketing Content

This technique is based, as the name suggests, on the production of “branded content”, in any format, which means that the branded content does not have to be digital. In fact, this type of content marketing is mostly used in the television field.

Content Marketing vs. Copywriting

This is a technique of creating persuasive content focused on the user performing a specific action such as a purchase in your online store, a call or requesting particular information. The most important nuance is that copywriting hides the fact that you are trying to sell something. It is more aggressive and more direct. Of course, you can also perform functions such as inform or entertain your users, but this is not its true goal. In addition, copywriting is only the creation of content in text format.

Content Marketing vs. Storytelling

Storytelling consists of turning a message or an idea in a short story that allows a connection between the narrator and the audience. Its turning branded content into a narrative that encompasses various stages and chapters. It is another way to reach your audience.

If you want to know more about content marketing, fill our free SEO analysis form and one of our experts will contact you.