Articles in The 'Content Marketing' Tag


October 29 2013

Web Content Strategies: Content as Customer Service

by Lauren Owens

Google has been saying for years that the best way to rank is to create great content. While anyone who has spent any time thinking about SEO knows that this is a bit oversimplified, the basic principal remains sound: In order to attract attention, drive links and rank, you’ve got to be doing something pretty special.

Usually, this is providing a service (whether that be information or a tool) for a user whose needs are highly relevant to your business.

The content you create, then, is an extension of your customer service model.

When you think about content in this way, you can refine your content strategy to align with a specific purpose or purposes.

Ask yourself:

  • What do your customers want?
  • What do your customers need?
  • How can you deliver this information better than your competitors?

This content can, and should, take many forms. This includes blog posts, infographics, social media posts, podcasts, and mobile apps, to name a few.

Consider a mobile app that that offers functionality that your customers need; a blog post that answers a question; an infographic that explains a complex idea; a social media post that shares timely information; a podcast that informs and/or entertains.

Think, for example, about the apps you have on your smartphone. You likely have a banking app that allows you to deposit checks, a fitness app that allows you to track your goals, and/or a recipe app that allows you to browse recipes, read reviews and create a shopping list.

Epicurious App

These apps weren’t created out of benevolence. They were created to offer added value for existing customers, lure new customers, and engender brand loyalty.

Consider how your content can do the same.

Whether it’s an app, blog post, infographic, social media post, podcast, or video, your content should be created with your customer in mind.

So, before you create another piece of content – before you think about targeting keywords or sourcing images – take a step back and look at the big picture. What do your customers need? How can you help?

May 9 2013

Content Marketing & SEO

by Michael Bergbauer

Across the Internet marketing landscape, you’ve probably seen other blog posts with titles along the lines of “Content Marketing vs. SEO.” At some point (perhaps after some algorithm updates), people made SEO into some bugaboo — when it’s actually a potent ally to content marketers everywhere.

Thinking of SEO as a bad thing is a common misconception, likely brought on by high-profile examples of black-hat SEO. As with any industry, there are ethical and unethical ways to conduct business. While SEO has its fair share of shady characters, it’s far from an inherently underhanded business.

Following that portrayal of SEO, marketers sing the praises of content marketing — us included. Well-written content is an excellent basis for building links to your website and establishing your company as a thought leader in your respective industry. However, if no one can find your great content, it’s not really doing you any good. That’s where SEO comes in.

The purpose of SEO is to take your content and present it within a framework that makes it accessible to search engines and users alike. By using white-hat SEO services, it’s possible to get great, long term success from your content marketing efforts. To be successful in Internet marketing, you can’t have one without the other.

Of course, we can not forget to mention that SEO goes beyond content marketing to address important technical issues, such as Google+ authorship or tag markup, metadata optimization, schema.org implementation, XML sitemaps, and much more.

While content marketing is heralded as the end-all-be-all of Internet marketing, the reality is that it’s only a part of the equation. To be the most effective, content marketing needs SEO to be polished, popular, and profitable. That’s an important concept to remember when designing your future marketing campaigns.

February 28 2013

10 Tips for Sharing Business Presentations with SlideShare

by Meredith Corsillo

SlideShare is the world’s largest online presentation sharing community.  With over 60 million unique visitors monthly, and over 16 million registered users, (http://www.slideshare.net/about ) SlideShare is a community where business professionals and individuals can research topics, get inspiration for their presentation or simply check out a sales deck without an annoying sales rep.

SlideShare was launched in 2006 and was acquired in May 2012 by social media powerhouse LinkedIn.  LinkedIn just recently reached the 200 million registered user mark, and is the world’s largest online professional networking community, so the SlideShare acquisition is a perfect fit.  The SlideShare app integrates with your LinkedIn company page so you can showcase all your professional presentations seamlessly, while keeping more real estate for yourself on your LinkedIn profile.

SlideShare is effective for storing, sharing and studying presentations. The ability to embed presentations into a blog or website is also a very handy feature. Businesses, educators and entrepreneurs are all target-users for SlideShare, which makes the demographic very similar to LinkedIn’s.

If your business is new to SlideShare, here are 10 tips to help you get the most out of its community and start sharing your presentations online:

  1. Create a main Company profile including a well-branded username that represents your business or your objectives well.  Your company name should be used to build your brand.  For example, www.slideshare.net/yourcompanyname (minimum of 3 characters with a maximum of 25 characters).
  2. Fill out your profile information completely.  Profile fields include your location, phone number, About Us, all other social media URL’s such as Twitter, Facebook, and LinkedIn and a tags field where all your keywords go.  Make sure to include a link to your website.
  3. Try to include your company contact details, address and web address url within the first few slides in case people don’t watch the entire presentation, and make sure your company branding is within the footer of each slide.
  4. Always include clear links back to your website within your slides to drive users there.
  5. Keep presentations visual and eye catching, without being overly wordy.
  6. SlideShare adds navigation around your presentations, so make sure to leave enough space around your slides so there is no important information too close to the edge that could get covered.
  7. Ensure your title is captivating and contains targeted and unique keywords for search optimization.
  8. Cross promote your presentations to all other social networks like LinkedIn, Facebook and Google Plus.  You can even add snapshots of them to Pinterest.
  9. The description of your presentation should be compelling and contain relevant keywords. You can also add your website address (unfortunately this will not be clickable) and your full business address and telephone number (ideally exactly as Google has it in your Google Places account).
  10. If you find yourself using SlideShare a lot, it may be worth looking into a “Pro” account. They start at $19 per month and will allow you to capture leads, upload larger Hi-Res images, track presentations you share by getting alerts when a user views your shared presentation, and many other features that business users value.

Even short Powerpoint or Keynote presentations take a good amount of time and resources to prepare, so use these tips and let SlideShare help you to maximize your return on investment.

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