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Content Marketing Blog Post Archives

How to Use Content Strategy to Amplify Your Digital Marketing

Amplify digital marketing

We’ve all heard the familiar cliches associated with digital marketing: Content is king. SEO is dead. We’re all publishers now. In a sense, these are all true. The important thing, though, is not strictly adhering to the cliche, but understanding the thought behind it. At that point, it doesn’t matter if it’s true or not because there will ultimately be some nugget of truth that you can apply.

Take what you can, throw the rest away!

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Amplification: The Key Ingredient to a Successful Digital Marketing Campaign

What is amplification in digital marketing

If you were to take everything that web marketers do, they could all fall into two buckets: optimization and promotion.

Optimization

Optimization is the “easy” part. Yeah, good SEO requires a lot of knowledge and skill, but it’s pretty straight forward. It is encompassed largely by (often repeatable) tasks that have a beginning and an end: Keyword research, on-page optimization, architecture fixes, user experience optimization, etc.

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How To Get Quick Content Wins for SEO

content hack for quick SEO wins

It’s no surprise that a large number of those searching for DIY SEO are looking for things that will provide the quickest wins. But SEO is a long-term play and rarely do results come overnight. That said, there is always the low hanging fruit–those opportunities that give you greatest value for the time invested.

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Market the Message, Not the Website

market the message

Within web marketing circles, you hear about developing content as a strategy to drive traffic and gain exposure. But content isn’t a strategy for marketing the website; instead, the website should be the vehicle for delivering the message that your visitor wants.

This is where many marketers and web developers go wrong. They focus on the website, then create the message around that. What they should be doing is focusing on the message and crafting everything to meet the needs of the message. The website should play a supporting role to the star of the show, namely your content messaging.

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Why “What’s Next?” Should Be the Purpose of Every Page

webpage purpose

When building or marketing a website I think it’s easy to create content for the sake of having it available. We do our research and know what searchers are searching for, we know what solutions they are looking for, and we know what information they need to feel satisfied.

That helps us create the content for the page. But what is the purpose of the page?

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Why Searcher Intent Should Direct Your Website Content

searcher intentAs content marketing moves into the mainstream of marketing strategies, you’ll find no shortage of articles being written that tells us how to create content that our customers want. In the world of SEO, you’ll hear a lot about topical optimization and how to create content that stays focused on a single topic in order to be “authoritative.”

But those aren’t the only important things to consider when it comes to creating customer-focused content. Having a thoroughly researched topic does make for great content, but when it comes to search and keyword optimization, you need to go one step beyond that. You need your content to match the intent of the searcher.

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The Most Effective Content Optimization Short Cut That Packs a Punch

content optimization tips

A lot of on-page optimization is focused on keywords. When we talk about optimizing pages we are generally talking about merging keyword topics with content to produce a page that is designed to meet the searcher’s needs. But there is more to optimizing content than just adding in keywords. The web marketer should also be concerned about the messaging of the page, and how to get the visitor from where they are now to where you want them to be.

When done right, this process is very time consuming, especially on sites with hundreds of pages. Unless you have deep pockets to invest a lot of man-hours, optimizing all pages of a large site can take months, if not years.

Instead of performing a complete optimization, one page at a time, there is a short cut that you can take that packs a pretty strong punch. The benefit is more immediate results impacting a bigger portion of your site more quickly. It’s not a replacement for detailed on-page optimization, but it’s a way to get things moving in the right direction.

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How to Take the Stress Out of Consistent Blogging

Blog editorial calendar

I see it all the time. A potential client has a blog, the posts are well-written and publishing had been consistent. Until it wasn’t. Now the blog sits lonely and neglected, gathering dust on the shelf of your website.

But it won’t sit quietly. No, it will scream to your site visitors that you don’t care. That you don’t have time, not just to write blog posts, but that you don’t have time to talk to them. Because that’s what your blog really is, a way to speak directly to your customers and educate them, entertain them, connect with them.

So how can you make sure they know you care?

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The 3-3-3 Online Marketing Investment Model

 

online marketing investment model

Author’s note: It’s election season again, and if political candidates can run for office again and again on the same platforms, then I figured I can dust off my own online marketing investment platform for a whole new set of voters readers. You’ll find this post just as relevant today as it was when originally published in 2012.

I often think about how companies seem to haphazardly invest in online marketing. Some throw all their budget at SEO, leaving no room for PPC. Other businesses put so much money into PPC that they leave little room for social engagement. In 2012, Herman Cain, a quickly forgotten candidate for president presented what he called a 9-9-9 tax plan. Stealing from that theme I have created a 3-3-3 online marketing investment plan that will help you move forward strategically and successfully in your online marketing efforts.

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