Posted on | June 24, 2015 | No Comments
While I was at the Traction Conference in Vancouver last week in my new-ish role as Senior Editor, West Coast of Betakit, I was naturally drawn to a presentation by Pinterest’s Casey Winters entitled SEO is Dead? (Spoiler Alert: Not really).
All the Search Engine Optimization (SEO) fundamentals are still important to your overall content marketing: for instance, inserting your keywords in all the right spots, like your titles, internal links, sub-titles, etc.; getting inbound links from authoritative sources, producing rich content that includes text as well as videos and photos… basically, all the stuff we’ve been helping companies do for nearly a decade, now. All of that tactical stuff still applies. Read more
Posted on | June 1, 2015 | No Comments
Some companies hesitate before calling up content marketing experts because they’re fuzzy on what they really want. It’s understandable. Before you hire someone to do a job, you want to have a clear idea of what that job is. “If I bring in this whiz-bang copywriter, what are they going to write?”
Research and planning is part of our job and we need to put a plan in place before we start working up blog posts, landing pages, etc. We can recommend types of content that have worked well for other businesses — and that content tends to fall into fairly easy-to-organize categories. Here are a few of the most popular ones:
- ‘How-To’ Articles. These are always popular, evergreen pieces that stay relevant for your audience. A lawn care company might have a blog post on ‘how to fertilize your lawn’. An industrial saw operator might have a slightly more technical article on how to operate their equipment. Some companies get nervous about putting out these kinds of articles, thinking they’re giving up intellectual property, but on re-examination, in 99.9 percent of cases, there’s no ‘secret sauce’ to be lost.
- Success Stories. Your company just won an award for ‘Top Tech Company’ in the your state? Partnered with another firm to triple your customer base? Profiled favourably in a trade magazine for your disruptive business model? Let’s share this milestone with the world.
- FAQ pages. These are the unsung heroes of the content world. Ask and answer the most common questions about your product in a way that emphasizes the finer points of your brand, while hitting semantic web searches right on target for better SEO.
- Case Studies. Especially nice for B2B companies that want to tell their story. Your client had a problem. Here’s your solution — and here’s the result.
- Personalizing Your Company. This can work particularly well for small-to-medium sized firms where the people on your teams are the heart and soul of your operation. Welcome Fido the new office puppy. Show off the music video the Creative Director made on his long weekend. Share the news about employees who participated in a charity city marathon — and how they drummed up support for a great cause.
Those are just some ideas for getting started with content marketing that will separate your company from the pack.
Looking to boost your company website with new content? Let’s get started.
Posted on | April 7, 2015 | No Comments
Know your subject. That’s the key.
It’s also a challenge. In a content marketing consulting company, we have to write for a wide range of industries: software, hardware, manufacturing, construction, tourism, food and beverage… The list goes on and on. How can we write well about all of these topics?
Simple: research. Mostly, it’s about connecting and talking with the right people: the ones who are experts in their field. We drag that information out of their brains, one conversation at a time. Ask the right questions, get interesting answers.
When you know your subject, you can tell interesting stories. That’s our job. It’s how we can separate our clients from the pack. That’s how content marketing gets done.keep looking »