Over the past year, tactical guest posting of duplicate content has become synonymous with bad spammy SEO practice. Google has publicly expressed disdain for the practice and the recent Panda and Penguin algorithm updates have taken further measures to penalise those engaged in bad practices.
Once upon a time, guest posting was an effective system to build links to your website, but as it became more popular we inevitably witnessed a growth in black hat techniques gaining unnatural links at high velocities and unfairly ranking over competitors and effectively demeaning the quality of search queries. The Panda 4.0 website has taken a harsher stance on content aggregator websites, penalising automated and duplicate content with non-existent signs of community engagement.
Where does content marketing stand now?
By all means, produce content that expresses the benefits of your products and services but be wary of producing advertorials and promotional content. Online audiences are becoming more resistant to blatant advertising, they know when they are being sold to and they don’t like it — this is why Adblock has become so popular. Always look to engage your audience by targeting their interests and getting creative with your content.
Where 300-400 word articles were the norm, now more comprehensive pieces of 2,000 words or more are in favour. Interactive elements and a focus on visual design are also becoming increasingly prevalent. So don’t be afraid of building the resources for longer-term gains with your content.
Increasingly, small businesses have to consider the validity of the websites they post to. If a website looks out of date, is unresponsive and unsupported by social media, it is probably not worth your time. If, however, a website does have a modern responsive design and an active community, go for it!
Moz’s Domain Authority has long been the standard metric for deciding whether a website is worth your attention, however traffic and community engagement are become more important and DA largely overlooks these elements.
Individual page metrics are becoming more important for Google when it measures what is and what isn’t a good link. Once posted, you need to support your content through social media sharing and outreach to authorities in your field.
The objective of good quality content marketing hasn’t really changed. Never write for the sake of a link and always think about the bigger picture. Create engaging content that is unique to your brand and of real interest to an audience. Then take active steps to support your content on social media in order to create organic discussion.
Copyright © 2014 Charlie Phair, digital marketing executive, The Workplace Depot.
Content marketing is a great way for start-ups to promote their business but the opportunities extend beyond the main social media sites. Here are some key tools — and inspirational examples — that can help you build your brand presence using online content.
Infographics are ideal for visualising big data and complicated concepts in a simple, fun way. Despite their increasing popularity, the best examples still have the power to command attention and — importantly — get those much-valued social shares.
Many infographics now provide an interactive element, such as Animagraffs’ How a Car Engine Works. With shares across various social sites already well into the “viral” zone, this is an example of how far and wide an infographic can reach. All with an important added SEO benefit: they can be picked up by publications that are relevant to your industry.
PDFs, ebooks and guides — when executed with panache — are all fantastic online resources and a great way to get your business in front of new customers’ eyes. A good example of this in practice is software company Hubspot’s online marketing library. Offering templates, guides, webinars and ebooks on everything from ecommerce to social media, the library’s resources are available at no cost. All you need is your email address. Hubspot is one of the most respected marketing websites around, so what you’re getting here is a lot of great expertise and insight, at zero cost.
The Google+ Hangout can be perfect for providing an immersive and engaging user experience. Both of these were factors in the massive success of Cadbury UK’s Google+ Hangouts, which involved fun stuff like live tasting sessions and boosted their follower count by 150,000 people. Google has also started pushing Hangouts into the enterprise space. It has recently announced that customers will no longer need a Google+ profile to use Hangouts, making it a more viable option for business users. Business customers can now use their existing login details and invite up to 14 others to join their HD video chats.
YouTube provides some really interesting opportunities for content marketing and with the right strategy in place, it can be a wonderful place to encourage creative customer interaction with your brand. For a striking example of YouTube content marketing in action, check out high-definition photography brand GoPro’s YouTube channel, which encourages anyone with a GoPro device to record their experiences. The videos show a wide range of spectacular stuff — from feeding cougars to bungee jumping. And with the GoPro logo and slogan bookending each clip, the brand name is prominent but unobtrusive.
Blogging continues to be a huge deal in content marketing and there’s no sign of that changing any time soon. An engaging and very modern approach to blogging forms the basis for the Guardian Angel content hub from financial services provider AXA Business. The hub is home to an array of accessible and highly relevant content, including blogs, video clips, downloads and guides designed to support and inspire new business owners. Supplying clear, useful and relevant content on everything your customers might be looking for, presented in a user-friendly and engaging way, is a great way to encourage customer loyalty.
In terms of popularity, SlideShare is the YouTube of presentations. It’s a great place to impart concise, easily digestible information about what your company does — and it’s especially good for B2B presentations. Your presentations can be accessed easily — all you need to supply is a link and your presentations are instantly viewable.
Once you’ve created your content, it’s time to share it. The more awesome your content is, the greater the number of potential links, views, shares and engagement it will receive.
Putting your content out there goes way beyond just Facebook and Twitter. In fact, these days it seems that Facebook is becoming (whisper it) obsolete when it comes to content marketing. Paid-for content recommendation platforms such as Outbrain, Nrelate and Taboola are also a great way to promote your content to a number of very high quality media sites etc and operate on a Cost Per Click basis.
Copyright © 2014 Matthew Marley, a digital marketing blogger.
In a digital world, your greatest marketer is no longer you. Rather, it is the community of customers, prospects, suppliers, partners and industry experts who engage with your business. They share links, give you mentions and, in turn, prompt others to engage with your business.
In other words, marketing today is no longer a means to an end; it is an end in itself. Effective marketing provides value, regardless of whether someone purchases from you or not.
Content is a major mechanism for providing that value for prospects and customers. It can come in all sorts of guises — competitions, top tips, games, insights, white papers, videos, articles, podcasts and more. However, the common theme is that it should provide value for the audience regardless of whether they make a purchase or not.
Ultimately though, a commercial business requires marketing to lead to purchasing somewhere down the line. The logic is simple — the more people who are engaged with your business, the more attention you will have in the marketplace. So, when people are looking to purchase, this visibility should lead to your company being one of the suppliers considered.
If your value proposition and the other aspects of your offering are attractive, this should lead to business. Moreover, in the digital world, if it is clickable it is trackable. Therefore, businesses can be tracking all the data to ascertain what marketing is effective and what is not. In this way, an organisation can be constantly striving to improve results.
So far so good; but is there more a company should be doing? The short answer is... yes.
In most markets, prospects use information to learn about the different products and services available, latest trends, the experiences of others and so on. Your business should be providing content of real value — insightful, educational and which prospects will share, not overtly promotional.
You can use this material to create competitive advantage when the moment to choose a supplier occurs. Content can influence how a buyer thinks about a product or service — use yours to emphasise the importance of the particular criteria that differentiates your business from your rivals.
Of course, different criteria will appeal to different buyers — which is why there is often room for a number of suppliers in any particular market.
Criteria of purchase is vital in deciding the supplier a customer will eventually choose. It is the ability to influence the criteria of purchase, while at the same time providing real insight and value, which gives every business an opportunity to tip the scales in its favour when a buyer is making a purchasing decision.
This is an aspect of content marketing too often ignored by businesses. So, ask yourself, how effective is your content marketing? Could you make it better?
Most of us are pretty clear about the importance of design when brand building, but we are often less sure about which words to choose to bring our brands to life.
But every time you put pen to paper you either engage or disengage your customers. Words matter and brands that tell their stories as well as showing them win hands down. Successful brands like Apple and Volkswagen match the words to the visuals to create a strong voice.
Twitter, instant messaging, texts, online chat — they’re all proof of the power of words. How many times have we heard about people forming long distance relationships online, with only words at their disposal?
And think of how much information we find on the web before purchasing just about anything nowadays. Reviews, descriptions, listings and websites all contribute to our decisions to buy.
Finally, assess your writing capabilities honestly and if writing isn’t your thing, get help. You can keep costs down by doing as much groundwork as possible, putting all the content together in one document. Most copywriters charge by the hour.
I read the 2014 Lloyds Bank Business Digital Index with interest. Its findings broadly corroborate our own research conducted at the London Business Show into SMEs’ attitudes to online marketing — although the Browser Media survey found that most small firms do in fact have websites, compared to the 50% in the Lloyds study.
However, both reports found that SMEs generally have a laissez-faire attitude to digital marketing. Many small businesses build their website and sit back and wait for clients to arrive, instead of actively promoting themselves online.
It’s not that SMEs think their website is working for them — many admit to being unhappy with their Google rankings and online presence — but they aren’t investing in marketing to improve the situation.
I initially thought this was a financial issue and still believe that’s a big part of the problem. Any small business will tell you they have to cut their cloth according to their means and can’t invest in everything on their wish list.
However, I also think there may be a certain “Britishness” behind these attitudes as well. Many small businesses start up because the owner has already worked in a particular field or has a particular personal interest. Either way, the business tends to focus on a small group of prospects at first; and, let’s face it, promoting yourself is just not a very British thing to do.
Our research also found that those companies that were using an external agency for digital marketing were happier with the results than those who were undertaking this in-house. This may be partly because the external agencies have more expertise but it is also much easier to market someone else than market yourself.
We also looked at SMEs’ understanding of various marketing disciplines: most had heard of social media marketing and email marketing but few were aware of content or inbound marketing (although more were familiar with the related field of SEO).
In fact, small businesses can really make an impact with content and inbound marketing as they’ve usually got a lot of niche expertise. Building up a loyal customer base by providing useful content is an excellent way to create a long-term business.
If you’re a small business, don’t make the mistake that other SMEs may be making of sitting back and admiring your shiny new website — use content as an online megaphone and spread the word about your business to the digital universe. If recent survey findings are anything to go by, you’ll already be one step ahead of the competition.
Ali Cort is the PR director at digital marketing agency, Browser Media.