#SEOPodcast289 – 20 Useful Content Marketing Tips You Might Not Be Using – But You Should
20 Useful Content Marketing Tips You Might Not Be Using – But You Should. Chris and Charles discuss 20 Useful Content Marketing Tips You Might Not Be Using – But You Should in #SEOPodcast288 on Podomatic and YouTube.
Chuck: You say promote a product, meaning, their merchant accounts, their merchant feed. I would agree except for the fact that the merchant isn’t entirely operated by them. They created the product but at the end of the day, we have to submit our clients to the merchant —
Chris: You’re right. Amazon is in there.
Chuck: Exactly. It’s a paid model that’s not operated by Google. It’s actually operated by the merchants themselves.
Chris: Yeah. That’s a good point.
Chuck: Yeah. I would think not, frankly.
Chris: Good point. Let’s see. Next we’ve got — so, a drone crashed at the US Open which is interesting especially with the following. Weaponized drones will be flying in North Dakota by the police, nonlethal but —
Chuck: That what sucks, man. It’s amazing you brought that up because we were talking about that a few weeks ago at the barbershop because a dude was at the shop flying his drone around.
Chris: A small one inside?
Chuck: Outside in the parking lot.
Chris: Those are awesome, man.
Chuck: They are fun. It was a blast. We joked about what if somebody was able to put a weapon on these?
Chris: They can.
Chuck: Exactly. I’m going to attack you from here.
Chris: From way over here.
Chuck: From way over here. It’s borderline scary.
Chris: Everybody at the US Open was scared.
Chuck: Of course.
Chris: They just assumed there was a bomb. Yeah, crazy. Let’s go onto the next subject.
Chuck: Yeah, crashing drones.
Chris: I want to see that. I’ve got a review, but you’ve got some news.
Chuck: I’ve got some news real quick. Google is constantly updating Knowledge Graph. That’s been a huge thing. There have been tons of controversy about it, everyone, from people complaining that their sites are getting less traffic now because Google is providing the answer right there in Knowledge Graph which is a great experience for the mobile user, but it just sucks for a search engine placement because you really need that click, and you need that conversion.
It’s different. They’re making it even harder. Now — especially for doctors and lawyers and people like that who have medical questions — Google is adding 900 health conditions to Knowledge Graph, 900 health conditions. You name a condition you have, I don’t know, sore throat or itchy —
Chris: Tennis elbow.
Chuck: Yeah, eczema, whatever it is then the Knowledge Graph is going to give you an explanation of what that is.
Chris: Drone thumb.
Chuck: Drone thumb, yeah, exactly. So I think it’s a good idea. I understand why they’re doing it. They’re making a faster Internet. They’re making it definitely more user-friendly —
Chris: Better experience, yeah.
Chuck: — definitely a better experience, just sucks for those guys who —
Chuck: They’re out of there.
Chris: Out of there.
Chuck: They already saw a 40% decrease in traffic this year, and they’re started to lose more.
Chuck: Ironically, it’s because of how good of a job they did. They ranked well because they had all this content. It was all there. It was user-generated. Users can edit it. It was a great concept. The problem is the core amount of people surfing and researching the web now aren’t those people who are looking for all that information.
These people are looking for the quick answer. It’s the millennials. They’re all mobile devices. Wikipedia is a horrible experience on the mobile device. Knowledge Graph works well. So, you can answer my health-related question in less than 200 words in the Knowledge Graph. I will definitely take that rather than click on Wikipedia’s answer on tennis elbow and have to find my answer within all that kind of thing.
Chris: Am I going to die? I just need to know that.
Chris: Another good example is, Google, how long should SEO take? Google is just doing a great job because they pulled —
Chuck: They snipped it out of the —
Chris: They snipped it out of the Forbes article and put that in the Knowledge Graph. It’s the perfect — I don’t know how they’re doing it.
Chuck: Yeah. They’re pretty cool.
Chris: That’s pretty awesome.
Chuck: Thanks to Google.
Chris: Yeah. Any other news?
Chuck: No, that’s it.
Chris: So, here is the review that we have. It’s from Utah SEO, and it is five stars.
Chuck: Utah SEO?
Chris: Yeah, Utah SEO.
Chuck: I love when SEO companies take us up.
Chris: Yeah. The title is, “Straightforward, good detail, great topics. I’ve listened for several years, and I’ve learned quite a bit about SEO from this podcast.” First off, why did it take you several years to write a review? Second off, you wrote a review, so a punch in the face. We’ll let it slide.
“These two are very knowledgeable but also know how to present difficult content to their audience. I went ahead and took advantage of their free website review and was very impressed with the time and effort that Chris — that’s me — put into this process. You will not be disappointed in this podcast.”
Chuck: Dude, right hook, uppercut, left hook, over the top punch, elbow —
Chris: That was good. That was from Utah SEO, five-star review. Thank you so much. You deserve that punch in the face.
Chuck: I’ve got a punch in the face as well. I want to give a punch in the face to Dillon Dooms, hit us up on [email protected] He asked a question. He says, “@ewebstyle, how can I best optimize SEO on Adobe Business Catalyst? #help #SEM #SEO #PPC #algocat.” So, Dillon Dooms, first off, thank you for following us. Thank you for tuning in. Great question.
Chris: Great hashtags too.
Chuck: Yeah, great hashtags. He says, “How can I best optimize SEO on Adobe Business Catalyst?” First off, why are you using Adobe Business Catalyst? I’ve seen it before. It’s a typical content management system used for building similar websites like most CMSes, only works off themes and templates and things like that. So, I’ve seen it before and from what I remember, it’s similar.
I know as you begin to create pages, you have an area to put in your SEO-friendly title. You have an area to add your meta description. Even in your content area, you can mark up your text as you see fit, use an HTML and tag your images and everything else. So for the most part, as long as you follow standard SEO practices, you should be good.
What I’m not clear about with regards to Adobe Business Catalyst is how it works on the back end. WordPress is PHP-based. We know what to expect. We know how long it’s going to load. We know how to make it a little faster and how style sheets work and all those things. Not that for me with Adobe Business Catalyst to say it’s going to perform the same way.
I do know as long as you optimize your content right and spend some time on the back end, making sure that it does load fast, that the content is presented well, that it is responsive — again, I don’t know the functionality of Adobe Business Catalyst — then you should be good. So, I would say make sure your own page is optimized, make sure that it’s mobile-friendly, and you should be pretty safe.
Chris: Excellent. Is that the potatoes of our podcast?
Chuck: That is the potatoes.
Chris: By the way, I have to recommend the Dos Equis Azul. It’s actually pretty good. Yeah. It’s good.
Chuck: Dos Equis.
Chris: That is the potatoes of our podcast. It’s time to get into the meat. Again, we’re only going to cover ten out of 20 items —
Chuck: We’ll cover ten of 20.
Chris: — in this awesome article.
Chuck: Yeah. So, punch in the face to Julia McCoy. First off, she always puts out great content across the web. Particularly, found this article in Search Engine Journal. First off, we’ll just give her a compliment on her three different titles, three different titles.
Chris: Right. It’s a three-in-one.
Chuck: It’s a three-in-one. The main title is “20 Useful Content Marketing Tips You Might Not Be Using – But You Should.” So, the regular page title, content marketing tips you might not be using yet.
Chris: Right. That’s the page title.
Chuck: Subtitle, “20 Simple, Useful Content Marketing Tips That Often Go Overlooked.”
Chuck: Punch in the face to you. Bravo on your choice of title.
Chris: She knows what she’s doing.
Chuck: Well, because we talked about this a couple of podcasts ago about developing multiple titles for your articles because what it is, is probably Facebook-friendly, one is Twitter-friendly — I get you. So, let’s dig right in. We’ll do the first ten.
Number one, she says, “Look for blog topics right in your email Inbox.” She goes on to say, “When you find yourself answering the same question from clients or buyers time after time, consider turning it into a blog post for your company’s site.”
She’s absolutely right. We talk about finding ways to develop content and finding ways to develop content periodically, and how you can do that without always looking in the same places. She’s right. Look in your email. If you’re getting emails from people and they’re constantly asking questions then answer those questions in a blog post.
I’d take it a step further. Ask your sales team, ask your customer service team, the people who are front line dealing with your potential clients or dealing with your existing client base, hand to hand, bring them into, I don’t know, a monthly meeting and say, “Hey, what’s the top question you guys got this week? How did you answer that question?”
Maybe you’re talking to your sales team. “What’s the biggest objection you get? What’s the biggest hurdle you have to cross?” Get those questions and then write blog content that addresses those specifically because nine times out of ten, if your sales team is being — if that’s their —
Chuck: — objection all of the time then there’s likely no content out there on your site to support that. Or maybe if your customer service team is getting bombarded with the same questions then you need to provide some content to make your customer service team’s job a little bit easier, frankly, and to even be more of a value-add to that customer. They can go to your site, get answers to their questions.
So, look for topics in your Inbox, and I’ll say, check with other employees, sales reps and customer service reps. Tend to work pretty well for that.
Chuck: She says, “Embed your videos.” She goes on to say, “ Blogs with videos are more likely to get additional hits and shares than those without videos.” She’s right. We all know that anytime a video pops up on a blog post, we will stop and if it auto-played, I’d likely let it auto-play and watch it. We also know that when we add media to these blog posts, whether that media is a video or an infographic or an audio file or whatever that media is then they tend to rank a little bit higher. So, embedding those videos is extremely important.
I’ll add this though. Make sure you optimize those videos. Don’t just embed. There’s a freshly uploaded video that you just uploaded to YouTube. You clicked share, and you copied your embed code, and you went to WordPress, and you edited your post and pasted it. You’re not done.
We go back to YouTube and make sure that you’ve optimized that video, gave it, I don’t know, one of these three titles that you came up with, gave it a description. That description, make it lengthy, discussing what that video is about. Include some keywords in that description. That way, now your video has been transcribed, it has a good title, it has good content and then embed it. That way, you have an optimized video embedded in your site, and you should get some better results with them.