Members of the Pole Position Marketing pit crew answer your web marketing questions from their unique perspectives with a “bonus lap” by a guest industry pro.
Writing blogs can be hard work, but your job isn’t done with your final edit. No matter how great your content is, it won’t get seen if you don’t optimize it properly. In my latest Search Engine Land article, I will tell you what you need to do to ensure that your content gets in front of millions of eyeballs – or at least a lot of them!
We often hear of the need to write evergreen content. Do a search, and I’m sure you will find a number of tutorials on how to write evergreen content that you can apply to your industry. But do we even know what evergreen content is?
Just about all content is designed to inform. In fact, that’s what content really is: Information.
Information can be many things, but not all content is inherently valuable. However, there is one type of content that is almost universally valuable to every reader: educational content.
Both search engines and web searchers love content. It’s how they learn, understand and, ultimately, make decisions about many things, the most important of which is whether or not to do business with you.
We’ve recently seen a resurgence in content marketing, and that’s good. The focus has been on generating great content that meets searchers’ needs. But it also tends to get people to focus on creating higher volumes of content versus higher value.
That’s a mistake.
It’s not more content you need, it’s quality content. [Tweet This] It doesn’t have to be a lot, but it must be valuable to the searcher. Better to write fewer, better words than many useless words.
If you focus on the number of words, or the number of pieces of content, you’ll likely fail at content marketing. However, when you focus on the message your content will never fail.
So you have people coming to your website or your blog and reading your content. Great, right? Getting eyeballs on the content is the first step, but that’s just not enough.
Having great content means more than just making sure it gets read. It has to make a connection with your readers. In fact, your content is a device to build engagement with your audience. If your content isn’t fostering engagement, it’s failing. [Tweet This]
Do a search for “content is king” and you’ll find articles that go back almost a decade. What’s that tell you? Not a whole lot, really, because while many web marketers were talking about the value of content way back then, most were talking in terms of content quantity rather than content quality.
Perhaps that’s not entirely fair. The good SEOs always stressed quality content, but still, there was an underlying focus on writing lots of “quality” content. For nostalgia’s sake, take a look at my 2007 post, “Content is Dead, Community is King.” A sentiment I still believe in.
Today, when you hear web marketers talk about content marketing, we are talking less about the quantity of content and much more about it’s quality. And while we should always strive to write epic content, not all content needs to be epic.
But it must be valuable.
Content is an important part of your web marketing campaign. Not only is it your primary way to communicate value, but it also helps you build much needed authority.
But good web marketing doesn’t end with content, even if it super-duper great content. If fact, that’s just one element of a successful marketing campaign. The best content on earth won’t do you any good if no one sees it. It’s like a great band playing to empty seats. Great content needs to be both optimized and promoted over social media to have an impact. [Tweet This]
When writing content for your site, you want to make sure you write in an easy-to-read fashion. One key tip is to use short sentences. [Tweet This]
Long sentences are difficult to digest. When you deliberately try to keep sentences short, it forces you to write in more concise thoughts. After all, it’s easy to run multiple thoughts together into a long sentence. It takes real skill to shorten them up.
Writing a great blog post is about more than just having a great topic. There are many different types of content in which to frame your ideas. If you always stick to the same type of content, you run the risk of boring your readers, and you DON’T want that!
By using an editorial calendar, you can not only plan your topics ahead of time, but you can plan what types of content you will use to get your message across. That way, you can make sure you are varying the format of your articles . . . and not putting your readers to sleep.
In my latest blog for The SEM Post, I discuss the advantages of having an editorial calendar and give you 3 types of content to get started with.