Content Marketing Tips

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Content Marketing Tips

Charles Lewis:    With another phone —
Chris Burres:    No, with a Note 3. [Laughter]
Charles Lewis:    Oh, with a Note 3, another device. We’re just talking about other devices, boo.
Chris Burres:    Yeah.
Charles Lewis:    [Making a Sound]
Chris Burres:    Yeah, exactly. And then I saw this. This is pretty cool. LG has a 77 inch curve OLED HD TV. It’s actually a 4K TV. It says about – I think 4K is maybe two times more detailed than HD. What are you going to do like at some point it’s more than you can —
Charles Lewis:    Yeah, it –
Chris Burres:    …see —
Charles Lewis:    …also called look the same if —
Chris Burres:    Yeah.
Charles Lewis:    …you have — I want to have robot as –

Chris Burres:    Yeah. [Laughter] Exactly. And if I did like do I really need to see the flower in the background that well —
Charles Lewis:    Exactly.
Chris Burres:    …at any one point? All right. So, that is the potatoes of our podcast. Time to get in to our – the meat – not our meat —
Chris Burres:    That would be wrong.
Charles Lewis:    Yeah, that would be all the way wrong. So, I was cruising in Search Engine Watch again. I came across an article by Ms. Jafri called Content Marketing Lessons from Tourism Australia and it’s pretty cool because I had actually saw some of these marketing things that she was referring to when Tourism Australia was doing it.
Basically what they did was to try to increase tourism, get more visitors and people to visit Australia and then went through a whole content marketing strategy where they incorporated a lot of social, a lot of blogging, a lot of content and it worked pretty well.
And so, so she kind of lined out 9 different lessons you can pick from that. And so, as I went through the article, the 9 lessons were cool but I went in to see if we can tie them in to more than just tourism, right because most of our clients are small business users, you know, electricians and plumbers, doctors, things like that. And so, we wanted to see if I can help you guys with that.
And so, the first one she put was In-House Social Team. Tourism Australia had an in-house social team. And so, what I wanted to say is just make sure you’d have people dedicated to social. Not necessarily have to be an in-house social team. It doesn’t have to be somebody like us and agency who you outsource to but whatever you do, make sure you have some people who are dedicated to manage the social media.
The reason being is because social media is one of those things that can kind of put on the backburner or put it aside and if the person who’s managing it isn’t dedicated to just that, then it may not be as effective as it probably could be. You won’t get the sort of results that you’re looking for. So, make sure you have some people dedicated to social.
Number two, let your Fans Become the Ambassadors. I thought this was key. And so, you know, but I want to change that to giving power to your fans and clients. What does that mean? That means if – let’s say you do siding, right? We got a siding client. Let’s say you do siding and you went in and redone somebody’s house. Instead of you taking all of the pictures, doing all of the promo, encourage that client to do so. Encourage them to share it and even give them some incentive for doing so.
I mean because what happens is now you have was – use a generated content which we’ll get to again in a second but more importantly, you have direct access to their existing client-base and to their network, to their friends and they’re sharing your work that you did for them. So, give some power to your clients.
Number three, Engage in Word of Mouth Marketing. I mean this is still key. Word of mouth is still one of the most powerful forms of marketing. People accept what people say versus what they hear from someone else all the time.
Chris Burres:    That’s why reviews are powerful.
Charles Lewis:    Yeah, exactly.
Chris Burres:     That’s word of mouth, yeah.
Charles Lewis:    Well, via social is the new word of mouth, right?
Chris Burres:    Yeah.
Charles Lewis:    And so, I mean again, you have to be social but more importantly since this is word of mouth, be social from a personal standpoint like don’t always approach your clients or fans from your business page with all kind of business talk. It’s okay to come with them as Charles Lewis and not necessarily E-Webstyle.
Chris Burres:    Right.
Charles Lewis:    It’s okay to interact with Mark Zuckerberg and not necessarily Facebook, right?
Chris Burres:    Yeah.
Charles Lewis:    Google does this great like Matt Cutts, first of, the videos. He may release them on a Google platform but they’re clearly his videos.
Chris Burres:    Right.
Charles Lewis:    And so, and that works. And so, that sort of word of mouth is engaging and it encourages people to take a sort of action and like you said review. Reviews are key. Reviews are our like a new word of mouth. We said it earlier over 60% of purchasing decisions are made based on reviews. You know, we were on vacation recently. My wife went through all of the reviews for the —
Chris Burres:    Right.
Charles Lewis:    …hotels and I was – so that was a huge decision in our hotel selection process. So, get reviews because they’re important.
So, number four, The Customer is the Hero of the Story. Encourage them to share the experience, right? If that customer had a great time, they came. You gave them a great service. Let’s say you’re a restaurant, they enjoyed their meal. You gave them a free dessert because there was a birthday or whatnot, encourage them to share that story. Encourage them to tell others how awesome their experience was.
Give them some incentive for like I don’t know maybe half off the next visit or something like that. And that will have way more power and influence than you doing it yourself telling how awesome you are to your customers instead and let your customers say how awesome you are to them.
Chris Burres:    Yeah.
Charles Lewis:    It’s just – it works from reverse but it has huger impact in regards to getting referrals and getting repeat business and things like that. Yeah, so let them be the hero.
Fans of Their Own Content is number five. What I will say here is make their content visible, right? For example, if I’m shooting pictures on vacationing and I’m posting pictures about what I’ve eaten at a certain restaurant or whatever rides I rode in Six Flags or whatever it is, it would be monumental to that company, that restaurant for me to post my own pictures —
Chris Burres:    Yeah.
Charles Lewis:    …about what I ate. Yeah, a picture of a chicken fried steak blah blah blah that I ate at such and such, right? And then I share that. And then what they should do as a company is take my post and repurpose it. Put it on their blog. Put it on their Facebook. Tweet it and engage with me because now I’m going to retweet that and I’m going to feel really special that they too the time to do it and I’m going to share it.
Chris Burres:    Yeah.
Charles Lewis:    And so, definitely let fans and clients create their own content. Again, on a siding issue, what if that same, you know, user not only took those images and put them on Facebook but they began sharing them or they began e-mailing them to other people or better yet, even found people who have houses like theirs who could use a siding and assistance to them directly, “Look what this company did for me.”
Chris Burres:    Yup.
Charles Lewis:    Tell them to do that especially if you’re giving them incentive too. So, let them be a fan of their own content.
Number six, Newsjack When Possible. Right, I’m been calling this site-jacking. But the key here because it’s always possible to newsjack, right? There’s always some new news that you can come and repurpose. Don’t do that unless you’re going to can add something interesting to it, right? There’s no need in taking a latest story and then rehashing it because we’ve read it a thousand times.
But if you’re going to take the latest story and rehash it with some of your own input or maybe some influence that hasn’t been covered by other people or a totally different perspective about the story or maybe it’s a devil’s advocate. Maybe you’d – of the exact opposite belief for whatever that story is, that’s okay but that way your content is valuable now is different from what’s been approached before and that actually has – give some people some merit to reading it.
So, if you’re going to newsjack, make sure that you’re adding something to it that you’re improving that content and not just repurposing what somebody has already done because there’s no value in that.
Number seven; Let a Story Develop Its Own Legs. I like this one. I called it don’t force it. Let it come naturally, right? Don’t…don’t – if you have a cool topic you want to write about, start writing about that topic but don’t go crazy writing, writing, writing trying to force it and coming up with all of these superficial tweets and suspect Facebook posts and things like that about a post you wrote because you’re forcing it and it looked forced. It’s not natural and you’re spinning your wheels. It’s not going to work.
Chris Burres:    Right.
Charles Lewis:    If you write a post and it doesn’t tend to gather the traction you want, that’s okay. Keep writing, right? But make sure you do some of the other things that are not here. I’ll say this real quick since we’re talking content. Make sure you have everything a great a piece of contents need.
Chris Burres:    Yeah.
Charles Lewis:    Write great title, a great verbiage, right that reads well supporting rich media like images and video, links to other sources, things like that. That’s what makes content viral, that’s what makes a great piece of content. That’s what Google feels makes this content worth ranking higher —
Chris Burres:    Right.
Charles Lewis:    …because you have all of these things. And if you do that, then it probably will develop some of the legs and grow in its own. You know, if you listen to all of those attributes, then your content is just, you know, another HTML page on your website somewhere. So, you want to do that.
Number eight, Every Social Platform Has Its Own Rules. I totally agree. We’re talking content marketing. So, after you’ve written this blog post and you have your title. You have your verbiage. You have your images. You have your videos. You have your links to maybe in an Amazon site where they can buy this product or you have links to some place where they can see reviews at. Now that you have that, now it’s time to promote it and you’re going to promote it socially. So, but use each social network the right way.
For example, don’t have 4 or 5 consecutive Twitter posts because you’ve ran out of words, you know —
Chris Burres:    Yeah.
Charles Lewis:    …you’re using Twitter going, “Wait.”
Chris Burres:    Yeah.
Charles Lewis:    It’s limited to 140 characters. So, come up with some concise specific line with a link right to that – maybe even a title of your article or something like that and link over to it. That’s what Twitter is good for. It’s easy to retweet. And I’m going to say this, leave some space so if people retweet, they can also comment.
Chris Burres:    Yeah.
Charles Lewis:    One of the things that stopping me from retweeting is because I want to add something to it but you’ve used all 140 characters. And so, if I retweet it, I can’t add my —
Chris Burres:    Add anything —
Charles Lewis:    …my two cents.
Chris Burres:    Yeah.
Charles Lewis:    So, keep that in mind. If you’re in Facebook, this is the place where you want to summarize. You don’t want to put a duplicate copy of your story there. While on Facebook, you’re allowed to do so but it’s not really effective. How many people actually opened up a huge Facebook post, read the first lines —
Chris Burres:    Oh, yeah.
Charles Lewis:    …and then just stop reading.
Chris Burres:    I may click to a link but I’m not yeah, reading.
Charles Lewis:    And nothing to read out of it. Instead —
Chris Burres:    And usually you can’t format it, right? You can’t have images – yeah, no.
Charles Lewis:    Exactly. So —
Chris Burres:    [Making a Sound]
Charles Lewis:    Yeah, don’t do that. Instead summarize it. If you write a long good blog post that has images and everything else we’ve talked about, I want you to summarize that in maybe three or four sentences. Put that on Facebook and then link to it. That’s more effective.
Chris Burres:    Yeah.
Charles Lewis:    And then in G+ which isn’t widely adapted by the average user is still kind of loaded with techies. And so, that’s a good place to maybe list the research you use or where you gathered your data from to create that specific article. Put that there with of course the link to the post. And while you’re on G+, make sure you got your authorship and everything set up. And you’ll be good to go. And at the end of the day, you’d just want to make sure you’re using social best practices.
And the last one some of the Content Marketing Keys to Success, move away from one-way broadcast-type. Yeah, there’s no more to just pushing information out or —
Chris Burres:    Yeah.
Charles Lewis:    …we’re this or we’re that or with this or with that or try this or try that. No, social has to be more engaging. Content has to be more “conversationalized” if that’s a word. You want to make sure that people reading it are feel engaged to leave a comment or —
Chris Burres:    Right.
Charles Lewis:    …they feel like they’re having a conversation like this or almost a dialog going on between the two. That’s what makes your content share worthy. That’s what makes it +1 worthy. That’s what makes it like worthy. If you’re just talking at people then you probably won’t get the kind of results you want.
Chris Burres:    Yup.
Charles Lewis:    Lastly in regards to the content marketing keys rely on – they put citizens and past visitors. Remember they’re talking about tourism in Australia. I’ll say rely on referrals and past clients. People who viewed service before, people who bought your product before, people you already have an existing relationship with are more likely be more encourage to share the information and promote you more because they’ve already had a good experience.
And I think it’s okay to rely on them especially if you’re giving them an incentive, “Hey, we service you three months ago. We know this is about time for whatever you bought to be renewed. Here’s a discount for a new one if you like us on Facebook and tell everybody how awesome we are,” right? And that’s something you put in an e-mail that you send to them. You don’t access that on Facebook.
Chris Burres:    Right.
Charles Lewis:    You e-mail that to them and then let them do what they have to do.
Chris Burres:    Yup.
Charles Lewis:    And so, take advantage of previous clients especially if they’re in a good place and they’re happy because they will likely do what you need them to do. So, that was it. Yeah, Content Marketing Lessons From Tourism. Punch in the face to Ms. Jafri. Kudos, I’ll post this on Facebook.
Chris Burres:    Cool. Hey, we got question. This is “What is the difference between having SEO for your main site and having SEO done to a landing page that redirects to your website?” This is Smithan Miclarlan [0:32:00] [Phonetic]. Yeah, here we go.
Charles Lewis:    SEO – so two types of SEO pages – one on your main site and one for a landing page.
Chris Burres:    Landing page is harder, first of, right because you don’t have the supporting link structure typically to a landing page. So, that’s one challenge. It depends on what you’re trying to accomplish on that page —
Charles Lewis:    The purpose of the landing page for.
Chris Burres:    Yeah. So, what is the difference? The difference is the purpose and the fact that it is in fact harder for a landing page because when you’re on your website, remember all of your other page, for instance, your home page which is typically the most powerful from an SEO perspective, you’ve got all the other pages of your website linking back to it. Hopefully, some of those links are with proper anchor text not all of them because that would be kind of considered spammy.
And so, inherent in on – on a website page is the fact that you can have a lot of links. You got — that goes away as soon as you have a landing page and I’m assuming it’s a landing page that’s on another domain —
Charles Lewis:    Yeah.
Chris Burres:    …not inside that. There are – we design every page to be a landing page, not just the home page, not just the PPC page, not just – every page has CTAs, USP. So, calls to action, unique selling proposition.
Charles Lewis:    Yeah.
Chris Burres:    We have a goal on each page.
Charles Lewis:    I want each page to convert.
Chris Burres:    Yeah.
Charles Lewis:    I don’t care, you know, how you got to the page. If it was from a Facebook paid ad or even a Google paid ad —
Chris Burres:    Right.
Charles Lewis:    …which my gut tells me that’s your landing page if probably for a paid ad. Or if this page ranks naturally or if you came to this site from a business card or some print media somewhere. Okay, how you got to the site or what page you landed on? But my concern is when you get there, we want you to convert.
Chris Burres:    Right.
Charles Lewis:    And so, we do design each page with conversions in mind.
Chris Burres:    Right.
Charles Lewis:    And so, in regards to that, I think the keys to remember is how you’re using that page. If it’s for a paid ad let’s say through Google, then you want to optimize that page as much as you can.
Chris Burres:    Yup.
Charles Lewis:    Well, I ain’t say as much as you can —
Chris Burres:    You may not even want any other links —
Charles Lewis:    Exactly.
Chris Burres:    …like you may not want to link to your home page because your goal is to get a newsletter subscription or a product purchase or an inquiry form filled out.
Charles Lewis:    Now, we will say I think the value in having a landing page is on the same domain name. We tend to keep that in mind when designing sites that these certain set of pages will be landing pages for paid ads and they work on the same domain name which is really helpful like quality score and things like that. So —
Chris Burres:    So, we’ve actually had pages design specifically for closing as PPC landing pages actually start to rank well in SEO.
Charles Lewis:    Yeah.
Chris Burres:    Now, those are on the same domain. They don’t have the same link structure. They actually have outbound linking but no internal linking because in these examples in air conditioner, if you’re looking for air conditioner repair, you know, you put on your unique selling proposition. You put on your CTA, call or fill out the form and you don’t really want to give them options to do other things.
Charles Lewis:    Yeah, we don’t want you to go looking for AC maintenance or appliance repair or walk-in cooler repair or anything like that. I need you to stay focus on AC repair because that’s what you search for.
Chris Burres:    Call us or send them a form. So, that page typically doesn’t get incorporated to the site instructor and —
Charles Lewis:    Yeah.
Chris Burres:    …yet it still ranks well because the SEO on that page works well. So —
Charles Lewis:    And directly, maybe after the conversion on a “thank you” page, you know, now that you’ve got the lead, now you can offer all sort of stuff, “Hey, thank you. We’ll be contacting you shortly. By the way, like us on Facebook,” or “Hey, look at this page about AC repairs —
Chris Burres:    Right.
Charles Lewis:    “…some more information or whatever.” But yeah, keep your landing page optimized and focused on a conversion.
Chris Burres:    Cool.
Charles Lewis:    Hopefully, that helps.
Chris Burres:    All right. Do we have any blank stare or “What?”
Charles Lewis:    Yeah, we got blank stare.
Chris Burres:    All right, here we go, “What?” I think I got the right tone in that. That was a good tone.
Charles Lewis:    Yeah, yeah.
Chris Burres:    Nice and –
Charles Lewis:    This one goes to Yahoo again.
Chris Burres:    Yahoo again?
Charles Lewis:    So, remember when we were talking about – two weeks ago we were talking about the new Yahoo logo?
Chris Burres:    Yeah.
Charles Lewis:    And so, there was blank stare then. [Laughter]
Chris Burres:    Yeah.
Charles Lewis:    And so, apparently what they did for the past 30 days, they released a new logo everyday. And I wouldn’t have noticed because until Fantasy Football start. I started log in everyday since –
Chris Burres:    Right.
Charles Lewis:    That’s a different logo. It’s a different logo. It’s a different logo. Did some research; they were trying out new logos and getting people’s opinion on. And they finally released the final one.
Chris Burres:    Oh, no. Yeah.
Charles Lewis:    The final one looks like the first one. [Laughter]
Chris Burres:    Right.
Charles Lewis:    It’s a little bit thinner. They went with the Bell font which I thought was kind of old school instead of going something flat and new and fresh like most – I mean we’ve even went to a flat logo.
Chris Burres:    Yeah, yeah.
Charles Lewis:    Right? And so, yeah, Yahoo, I don’t think your logo was an improvement. I think it was — it may even a lateral step —
Chris Burres:    Yeah.
Charles Lewis:    But it wasn’t an improvement. So —
Chris Burres:    It’s an interesting concept to actually change the logo on the site and get feedback on it as opposed to having some competition or forum or whatever that’s of to the site that addresses it. That’s an —
Charles Lewis:    That’s actually pretty smart concept.
Chris Burres:    I kind of like it.
Charles Lewis:    Yeah —
Chris Burres:    I like that –
Charles Lewis:     You get more people, guarantee people to see it.
Chris Burres:    Yeah.
Charles Lewis:    And but I just think the choice was safe —
Chris Burres:    And should have like —
Charles Lewis:    Something —
Chris Burres:    …do you like this logo?
Charles Lewis:    Yeah.
Chris Burres:    Right? Because we —
Charles Lewis:    That was –
Chris Burres:    I mean we just assume the first one that we saw —
Charles Lewis:    It was the new one.
Chris Burres:    …that was the new one. And then you happen to see more. So, I haven’t seen more because I haven’t been back. And if they had put, you know, “Do you like this logo?” And then take it that – take you to a page where explains that they’re having a logo competition or whatever and getting feedback, then I actually probably would have gone back to Yahoo the next couple of days to see the new logo.
Charles Lewis:    Yeah, probably wouldn’t have ended up with the one they have now.
Chris Burres:    Yeah, yeah.
Charles Lewis:    Yeah.
Chris Burres:    All right. Well, “What?” Yahoo. All right, this has been podcast number 206. We are the hosts, co-hosts of the most popular SEO and internet marketing podcast on iTunes that is because of all you all. Please make sure you may contact with us some way that we mentioned earlier in the show. Until the next podcast, my name is Chris Burres.
Charles Lewis:    Charles Lewis.
Chris Burres:    Bye-bye for now.
Charles Lewis:    All right.

Author: eweb-admin