This spooky season, we thought it would be fun to have our blog dress up for Halloween, and share some expert SEO and Content Marketing tips while cosplaying as different characters – both fictional and real. And since we write so much content here at Socialed, it’s only natural that some of those characters would be some of our favourite writers. So in this first post of our Halloween series, we imagine a fanfiction parody of what the great American writer Ernest Hemingway might write as a Content Marketer.
Maybe you’ve decided to invest in content and want to do everything you can to make sure it ranks. Maybe you’ve already invested in content and are now wondering why it’s not ranking as well as expected. Either way, you should know that there’s more to optimizing content than keyword research, relevance, and density. Structured data markups is a simple, yet effective way to help your content rank more competitively and surpass your competitors. And there are many ways you can leverage it across many forms of content.
Search is the most targeted source of traffic online because it comprises users who are actively looking for what you’re trying to sell them. Channels such as email, social media, and retargeting lets you target users in the right place, but search allows you to target users also at the right time, when they’re actively making a purchasing decision. To that effect, search users are already one step down the conversion funnel.
There’s certainly no shortage of adages, slogans, or idioms about content marketing, why it’s the bee’s knees, and why your business should be doing it. But the truth is that if you’re not investing in content, then you’re not investing in your business’s infrastructure and its growth.
Everyone and anyone will tell you that you have to create ‘good’ content, but what the hooter does that even mean? Some of your content might be really good at explaining your product/service’s value-proposition, but who effing cares? I mean, can you remember the last time you were like “Yeah, you know what I’m in the mood for right now? I’m in the mood for an internet salesman to knock on my browser window with an unsolicited advertorial in the form of a blog post or facebook ad.”?
Earlier this year, though, I had an opportunity to write a guest column for the Montreal Gazette. It was a learning experience, and it afforded me some first-hand insight into some the structural and cultural challenges that formerly print-publishers face as they continue to pivot into digital media. But it also made me better appreciate much of what I already knew as a content marketer. Here are a few of those tidbits of content marketing wisdom ;)
When it comes to SEO, there are best practices which are universal, immutable laws, and then there are a slew of strategies and tactics that you can/should employ depending on your industry, how competitive it is, and just exactly what it is that the competition is doing. While the travel industry is particularly competitive and widely varied, there are five (almost) immutable SEO laws that travel marketers should follow, regardless of the product/service they offer.
In a time when the adage “Content is King” is celebrated over and over as some kind of universal truth, many marketers fall into the trap of producing content for the sake of producing content. Just as your brand offers a unique selling proposition (USP) to its customers (e.g. user experience, loyalty rewards, etc.), so should its content; and by keeping your content strategy informed by your brand’s identity, voice, and USP, you can build a content strategy that helps you capture new customers and retain existing ones.
In this digital age, “Content is King” is a catch phrase that gets thrown around ad nauseum. After all, content is one of the most meaningful and effective ways to engage people through social media and get a brand in front of consumers. But while it’s great to produce content that people engage with and share and remember, what does that really do for a brand’s bottom line?
The McGill School of Continuing Studies has started offering a new certificate program in Digital Content and Community Management. I'll be guest lecturing tomorrow evening, Thursday, September 25, and the title of my lecture will be Using Social Media for SEO.