Great article by Neil Patel and definitely worth reflecting on it. The top 5 Goals in Content Marketing that I feel are:
- Increase Visibility with Brand and Awareness
- Thought Leadership
- Lead Generation
- Consistency through all Channels that are being used
The lessons of Neil Patel’s article: “Learn From the Best: 12 Lessons from 5 Content Marketing Case Studies“:
- Outsourcing Content Marketing Can Work
- Know Your Content Marketing Goals — Remember the Goal Can Change — be Agile
- Content Marketing isn’t Always Slow
- Transparency and Content Marketing should go Hand in Hand
- Always be Actionable
- Quality Always Makes the Difference
- Create an Exclusive Club
- Show that You Care
- Ask for Feedback
- Use Social Proof
- Get Personal
- Make Conversion a Habit
- Include Downloads
- Tell Readers What to Do Next
- Influencers can Drive Explosive Results
- Successful Content Marketing is Consistent
- Practice What You Preach
- Different Types of Content Lets You Expand Your Reach
- Great Content is Nothing Without Promotion
- Good Marketing Can Be Simple
It’s a great article and it sums up the importance of not only have content marketing but also create a content marketing strategy around it. Many companies I’ve been consulting or worked for are operating in their own silos.
What would be a good way to solve this type of isolation?
PR is as essential for SEO as technical SEO and optimized content. PRs, however, depend for their success outside forces such as editorial links. Ken McGaffin has wrote a great article on “14 things to Do When You Get Great PR but No Editorial Links”
As an SEO Professional it is very fascinating how communication has evolved in the digital world. I’ve always encourage the in-house PR team to have links within their articles to increase the relationship and awareness of the products, services or the company. Ken has great advice:
- Continue to Target Leading Sites – Even If The Don’t Give You a Link — I would always recommend it as it adds on visibility
- Reply to Comments as Soon as They’re Published & Think of an Article that expand on the Comments
- Monitor Any Links to the Published Article – sometimes you have work with your analytics person to get dashboard setup
- Link to the Media Article from Your Client’s Site – encourage to share the article
- Expand on the Content of the Article – helps the reader to relate
- Follow up with Local Journalist and Bloggers
- Publish a ‘Badge’ or Link That says, “As Featured in.. ” this help increase credibility
- Email Your Client’s Customer Lists
- Pitch a Series of Guest Posts to Top Industry Blogs
- Build on Your Relationship with the Journalist, Bloggers & Freelance Writers
- Build a Store of Sound Bites of Stories
- Don’t Just Rely on Breaking News
- Build a Forward PR Plan
- Review the Content You Created
I also would recommend to do a social listening especially after publishing an article to understand more about your audience.
I love what I read on Andy Betts article “The Rise of Content Performance: The Search and Social Link” Working with large companies such as Cisco or VMware you’ll find Organic Search, Paid Search, Social, Branding & Content Creation in different departments with different budget, goals and objectives. Here is when a SEO professional can step in and break through these barriers.
Just a few steps away that leads to better content performance:
- Work with all the groups and establish a shared goal, a cross-channel goal i.e. conversion, sale, or make an appointment
- Work as a SuperGroup: Search, Content, Social (SCS) and invite Paid Search & Branding to your strategy meetings
- Ensure that search (organic & paid) and social strategies are part of the content strategies
- Always Execute, Test & Refine; continue evolve and adapt the groups tactics especially as you want to analyze various assets such as videos, images and possible text variations.
- Analyze, attribute and measure performance
Figure out a way to report on all channels separately to see the impact of your content strategy in relation to final business outcomes.
The expansion of Google’s Knowledge Graph may threaten the volume of organic search traffic to websites.
Have you seen the Knowledge Graph at work? As you may have noticed there are many types of Knowledge Graph widgets and perhaps the most concerning are Google scrapes content from websites to display it directly in search results, I have seen it overwriting the meta description.
- Did you know that 1 in 5 search results now include Knowledge Graph features?
- Did you know that Wikipedia page views declined 21% after the Knowledge Graph came out?
Here are some panels that might be included
Note that good SEO that improves your ranking overall will also improve your chances of appearing in the Graph’s answer box.
Here is what will be part of the Knowledge Graph scraping include
- Organize thematic subsections
- Write a strong title and H1
- Ease up on the primary keyword
- Clearly define the author(s) on the page
- Offer unique value
Nate Dame explores 20 concrete characteristics of great content.”
Note: The Knowledge Graph may begin to impact your SEO traffic and it is raising the bar for quality content.
For more details Nate Dame’s “What Can Businesses Do About The Knowledge Graph Dominating Search Results?“
These are great reminders that we shouldn’t take for granted. A quick read on “Google Matt Cutt’s Most Valuable Search Engine Optimization (SEO) Tips for 2015” by Gulshan Sirohi’s
- Don’t Neglect Body of Content
- Always Know Your Audience
- The Best Way to Compete is With Better Content on Your Site
- Take a Goldilocks Approach to Your Home Page Content
- Monitor your Content and insure it doesn’t get stolen
- Have meaningful CTAs on your website such as buy, download, watch the video etc. The longer the web user is on your website the better.
As a mobile user I welcome the this opportunity to have deeper health information on the tips of my fingers. I can be certain that the health-related questions I may have will be answered professionally. Check out the blog by Google: “A remedy for your health-related questions: health info in the Knowledge Graph”
Latest article by Greg Sterling goes a bit further into depth on this release. This certainly fuels the rumor that Google is planning on a mobile search algorithm update.
For more information on:”Google Introduces Rich Medical Content Into Knowledge Graph.”
This is a great infographic by Kelsey Jones. I think all businesses should pay attention to reviews as they contribute to the overall Digital Reputation.
As you may guessed consumers are heavily influenced by online reviews.
There are many review site from healthcare to software reviews.
For more information check out the infographic “Everything You Need to Know About Online Reviews”
Did you know that your pages can be designed to adapt to a user’s specific location, showing different content to users in different part of the world per Matt Southern.
How you say? Googlebot uses US IP addresses and it may not index all content on location-adaptive pages. Google introduced a newly improved Googlebot i.e. Locale-aware crawling by Googlebot will do the following:
- Geo-distributed crawling: Googlebot appears to be using IP addresses based outside the USA, in addition to the longstanding IP addresses Googlebot uses that appear to be based in the USA.
- Language-dependent crawling: Googlebot crawls with an Accept-Language field set in the HTTP header.
To learn more about the technical aspect of this implementation see: “Use hreflang for language and regional URLs”
After you implement hreflang there is nothing else that needs to get done on your CMS or server settings.
For more information on Matt’s article “Google Improves Crawling and Indexing of Location-Adaptive Pages”
Did you know that the number of words on a page doesn’t have all that much correlation to its “thinness.” per Stephen Kenwright
Google measures good quality content with “time to long click.” Basically it measures how long a user spends with a website after leaving Google’s SERP. As most of us SEO professional do we want to know what user’s do.
Google Panda is not really a content penalty – rather a user engagement penalty.
For more detailed on Stephen Kenwright article read: “Should we still worry about think content?”
Being passionate about SEO I know how important Content Strategy, Content Marketing, and Content Creation is. Here is a brief summary of the article by Peter Daisyme:
- Messaging Mis-Alignment
- Brand Inconsistency
- Content Irrelevancy
- Lack of Resources
Each company is struggling with their issues, generally the larger the company may have mis-alignment or brand inconsistency and mid-size to small companies struggle with resources.
In addition in order to show success we have to track all the elements that we did or do on the website, in order to learn about what worked and what didn’t.
For more detailed information read the article “The Risks of Content Marketing” by Peter Daisyme