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Content Marketing Blog Post Archives

Why Content Publishers (aka Bloggers) Need Content Guidelines to Stay on Track

Keep your blog on track with content guidelinesIf you have ever worked for a content publisher, you know that they have some very hard deadlines that must be followed. What would a newspaper be if it frequently didn’t get to press in time? Those of you who (still) read the paper would be a bit miffed not being able to read the funny pages with your morning coffee. TV is no different. Shorwrunners have 8-10 days to produce a show in order for it to be ready to air on time. Failure is not an option!

In a world where everyone is a publisher, (if you have a website, blog or twitter account, you ARE a content publisher) the only deadlines we have are our own, and we don’t mind so much if it occasionally has to be extended. And in truth, most of your audience wouldn’t have a fit if a blog post comes a day or two late from when they expect. But all that doesn’t mean that you don’t have or need a set of guidelines to, well, guide your content publishing efforts.

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Don’t Lose Your (Website’s) Voice

Don't lose your website voice

Our websites need to be many things. Findable, usable and valuable all come to mind. Part of providing a valuable website is creating one that is unique from all the rest.

You can create a unique site by having a unique set of products or services, focusing in on a niche,  or having a cool approach. Those are are all fantastic, but sometimes you’re stuck with what you have. What’s a marketing manager to do if they can’t influence what the business offers?

Every site has an opportunity to be unique! It’s just a matter of finding your voice.

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Are You Repeating Keywords Like a Broken Record?

 

Don't repeat keywords like a broken record.

Everyone (and by everyone I mean anyone reading this right now) most likely already understands the basic concepts of keyword optimization: Take your keywords and use them throughout the content. Voila! Optimized!

Close, but no.

Optimization today is less about using keywords than it is about writing authoritatively about the topic. Of course you’re going to use “keywords” when you write about any topic, especially if you’re trying to have the content be as robust as possible. But that doesn’t mean that you take every available opportunity to use your keyword when you don’t need to.

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I Know Why Your Blog is a Ghost Town. Do You?

blog ghost town

So your posts aren’t getting read.

You’re publishing regularly, you socialize your posts, and you even engage with influencers online. But for whatever reason, your blog traffic isn’t what you hoped. What can you do?

Let’s start with the assumption that your content is good. You know your subject matter, and your posts are truly helpful to the audience you want to reach. Let’s also assume that your writing is easy to read, you add visual appeal to each post, and you’re actively promoting it. Yet given all that, your readership isn’t growing.

You may not know the problem, but I do!

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Make Sure Your Awesome Content Gets Found – Optimize It!

The importance of content optimization

SEO (Search Engine Optimization, for you noobs) is less about working keywords into content than it is about ensuring the messaging of the content aligns with the visitors’ needs. Keyword integration is a valuable part of that, but the keywords are more about using the language your audience uses than anything else.

More than anything, though, SEO is about uncovering and fixing website problems that can prevent your awesome content from being found in the first place. In addition to optimizing for keywords, it’s the job of the SEO to find solutions for hidden site architectural issues, navigational problems, site speed issues and usability concerns.

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Want Real Authority? Own Your Content, Don’t Rent

The importance of owning your content

We all know the “pros” to owning a home (or anything, for that matter) vs. renting. One of the big ones is control. You can paint the walls whatever color you want, have 10 dogs and put pink flamingos in your front yard if you want (unless you’re in one of those strict home associations, but that’s another story).

The same applies to your content. Social media is a great platform for authority building, but it’s essentially rented space. It limits what you can do, having to work within the confines of the particular network. While they may not have a problem with pink flamingos, they all have their own set of rules, and even an inadvertent violation can have disastrous consequences.

What’s the workaround? Own the content channel!

Do you know what a self-owned social media platform is called? A blog.

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Don’t Be A Content Hoarder: Make it Sharable

Don't be a content hoarder, make content shareable.

Many people think that making their content “sharable” means adding social icons to the bottom of their posts. Social icons give your readers an opportunity to share your content, but that has nothing to do with whether your content is sharable or not.

How many readers do you get on a piece of content versus the number of times that content is shared? It’s probably shared a lot less than it’s read, right. That’s understandable, but the goal is to increase the share rate of your content overall.

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Focus on the Visitor, Not the Customer!

Visitor focused content can help you turn visitors into customers.

When writing content, it’s not always wise to focus on the customer. We’ve all heard it said that we are supposed to “sell the sizzle, not the steak.” Or, “focus on the benefits, not the features.” And, “The customer is always right.”

All sound advice that is pretty uniformly applicable for any business. Seeking to give the customer the content they want and meeting their needs will always help you produce better content for selling your products and services to your site visitors. But, not everyone is a customer.

Uh oh!

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