Archive for February, 2016
Users expect content to provide them with real substance and value. They also want the content to be packaged in a most attractive manner. This requires you to get to the meat of a topic, and doing so quickly. Otherwise, someone is more likely to leave your site to look for an infographic on the same subject.
How can you provide the kind of content users want?
- Use headings – a quick skim should let readers know where the most relevant information on the page is so they don’t need to read it all if they don’t have time.
- Use bullet points – bullet points and numbered lists cry “we’re the most valuable”
- Use images – images and infographics should do more than just give the consumer eye candy. Use graphics to make the point.
- Be educational – the reader should always feel like he or she has learned something.
- Write directly – if the user can’t understand your article; it provides zero value.
Simplifying Your Approach to Content
Sometimes we get in our own way when it comes to content. For example, did you notice how soon the first bullet points were provided in this article? That wasn’t an accident. If you had only a few seconds to read the content, you got the key points and felt like there was some value. If you continued reading, likely it’s because you know from those points some more useful info will be found ahead.
Try to follow that rule for your content. Share the main points in the simplest way possible, and then expound for readers who are interested—and still reading.
Why Substance Is Still of Value
Of course, your goal is to keep your reader on the page as long as possible. Doing so allows Google to see that your content is authoritative, and provides substance that continues to be vital. A cursory discussion that can be found on 100 other sites is not going to hold a reader’s interest. It calls for a delicate balance of skills.
- Simplicity of Presentation – Get the content out there in a way that doesn’t have the reader view the page as a waste of time, and cause him to move on.
Depth of Quality – Provide content with enough depth that readers stick around after they scan your headings and bullet points, and then read more.
|No comments||This entry was posted by EIC Social Media Team on February 24, 2016 at 4:30 pm, and is filed under Content. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
If you are already planning on a redesign for your website, this is also an excellent time to make sure you are taking advantage of the best SEO practices in your website re-build. This is especially true if your website already ranks well. You don’t want to lose ranking in the remodel. Here are some of the primary things to consider:
Content Marketing Strategy
How do you plan to get content from your old site onto the updated one? Will it all appear at once? Will you be reintroducing it gradually? Are you taking advantage of the chance to get rid of crummy older content that may actually be hurting your rating, thanks to bad links or keyword stuffing?
Name the Pages Well
Don’t forget the importance of giving each page a unique title that includes the primary keyword for that page. Content-management software doesn’t always do a great job at coming up with a SEO-friendly title, so it’s a good idea to make changes manually.
Mobile Optimization Is a Must
Don’t forget “mobilegeddon” when you are rebooting your site. Nothing will kick you off page-one search engine results faster than a penalty from Google for publishing a site that isn’t designed with mobile users in mind.
Don’t Forget the Website Redirects
Don’t forget about all of your site visitors who don’t know the site name has changed. They may even have the old site name saved in their bookmarks. That means you must redirect users to the new site, and remind them to update bookmarks. You can take care of this on a server level, or handled automatically by some content-management software packages.
Keep Your Long-Term Goals in Mind
The first step is to make sure your site structure and coding are SEO friendly. Now you need to get your long-term strategy together to ensure that your site will stay on top and reach the goals you have set for your digital marketing.
While working toward significant SEO is always a marathon and not a sprint, you can get your site a nice head start on the competition by planning ahead in the design phase. SEO may not have meant anything when your company first sprang onto the world wide web—but now it means everything.
|No comments||This entry was posted by EIC Social Media Team on February 17, 2016 at 4:30 pm, and is filed under SEO. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Facebook can be leveraged for more than just interacting with consumers, creating brand awareness, and marketing with sponsored ads. For marketers who rely on industry analysis, Facebook is another great tool for research. How can you use the social networking giant to learn about your competition—and then turn it into meaningful data? Consider just a few ways:
Finding an Audience
Facebook is an effective way to learn about the audience your competitor is targeting. How does your competitor make use of emotional appeals, testimonials, statistics, and other motivators?
Once you have identified the competition’s audience, you have a few options. You can target the same audience—and do it better. Or you can target a different audience who also uses the same products or services. It comes down to this: Do you feel the competition is targeting the best audience?
How Is the Competition Spending Ad Dollars?
Facebook is where companies post digital content and link to it. This gives you a clear overview of how a brand is using their marketing budget. Is the focus on video, native advertising, or consumer-content creation? This also gives you some insight into the brand’s values as you see the topics that they focus on. Plus, you can see the latest promotional offers.
If your competitor’s campaigns are finding success, you can get a good idea of which direction to take your marketing. You can also compare your brand’s values, and see how they match up, or even if your brand is effectively explaining your values to the public. Finally, knowing what sales your competition is conducting, can help you to see what consumers expect when it comes to finding a deal.
What are people raving about, and what do they dislike about your competitor? You’ll find out by reading the Facebook comments. Then you can do a few things to leverage this information. First, make sure that you match up when it comes to the things that customers love. Second, make sure that you are better at the things consumers complain about, and don’t forget to be vocal about it.
How are you using Facebook to scope out the competition? Let us know some of your favorite things to look for in the comments below.
|No comments||This entry was posted by EIC Social Media Team on February 10, 2016 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
The labor pool is actually coming up a little short in a few areas when it comes to marketing. If you are thinking of hiring for any of these marketing positions, you may need to more quickly snatch up any talent that you find, than you would in a flooded market.
Where are the shortages for 2016?
The Marketing Director
The problem with finding a good marketing director is that so many individuals in marketing are good at what they specifically do. A director needs to understand all of it, from print collateral to digital video marketing, and everything in between. Plus, every business needs marketing, whether it has been around for years, or is a new startup venture. Result: a lot of openings for marketing directors.
How can you attract the right talent? While a six-figure salary will help, many are simply looking for stability, as well as a flexible-enough budget to allow them to be creative.
Analytics run the digital business world, so someone who can crunch the numbers and make sense of them is in higher demand than ever. You can be sure that many will be scrambling to get into this career field before it becomes glutted, but for now, you can expect to shell out a lot of money for the competitive advantage a good data scientist brings to the table.
Content marketers specialize in web content. Whether it is digital video campaigns or social media marketing, “specialists” in this field are both common and rare at the same time. People who claim to be SEO specialists are springing up all over the Internet; however, people who can actually fill these marketing positions, are in short supply.
Look for content specialists who are consistently accurate and can create a variety of content. You need your blogs, white papers, press releases, and everything else to be top quality. Anyone can say he is a freelance writer, but only a limited number of the copywriters you are looking for are available. If you find a great writer, hang onto him or her tightly.
|No comments||This entry was posted by EIC Social Media Team on February 3, 2016 at 4:30 pm, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|