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With an ever increasing emphasis being placed on social, 2012 is certainly the year to start taking advantage of all the existing and emerging platforms currently available. Whether you’re a business looking after your own social media campaigns, or an agency or consultant working on behalf of a client, it’s certainly an important aspect to get right – and this is where learning simple copywriting tips for social media will pay dividends.
When it comes to online marketing, ensuring your campaigns are seen is tantamount to its success. Basically, the more your content is read, viewed, liked and shared, the better, both in terms of traffic and link value.
It is one thing to write an inspiring piece on the benefits of your products and services, but to market it effectively and successfully poses and entirely different challenge altogether. Unfortunately, when it comes to online marketing, the old adage of, “If you build it, they will come” just simply isn’t true. So you must ensure your content get’s seen, where ‘going viral’ is the Holy Grail.
Last year I attended the 2011 Content Strategy Forum. Being a relative newbie to SEO and digital marketing, I was eager to learn and understand from speakers and attendees all about their experiences, and in what capacity they were involved in Content Marketing. I was amazed to learn that out of all the people in attendance, few were actually from SEO agencies – in fact I would even go as far to say that out of all the people there, I could have been one of the only SEO Copywriters. Whilst this seemed a little disheartening at the time, it was actually rather enlightening.
It’s staggering to see the amount of websites who look to achieve rankings for local terms, yet appear nowhere in the SERPs when these terms are searched for. The reason they don’t rank is because of one key issue; website owners or webmasters simply have not optimised the content to include these crucial local search terms. So when it comes to optimising your site for local SEO, be sure to optimise your content as well – it could make all the difference.
Have you ever wondered just how valuable content is? If you stop to consider the sheer volume of content that is produced on quality blogs and online publications and the revenues this generates, its true worth becomes immediately apparent.
For users, this can be the quality of the content that’s produced, so much so it keeps them coming back day after day. For businesses, it’s the volume of hits these websites receive. As a result they are prepared to pay big bucks – which can be seen in the recent buyouts of blogs and online magazines.
If day one of the CS Forum provided me with a deeper understanding of content strategy and useful takeaways [See: The Content Strategy Forum - Day One] then day two gave me so much more. I was able to discover content strategy tips from the very best people practising this discipline.
From easy to use success metrics to analysing your content using analytics and from strategies for the social web to effective video content, I listened to compelling talks, something that should be shared to the wider community. One of the key takeaways from the Forum, as advocated by Melissa Rach is that our competitive advantage comes when we share…so share I will…
Having just spent the last two days amongst some of the most interesting, intelligent and forward thinking individuals, I’ve come to appreciate a greater understanding of what exactly content strategy is all about.
What I’m most interested in is how it can relate the world I work in. I’m a copywriter and I write onsite and offsite content, that’s a strategy in itself, but am I going to establish another strategy, something more relevant to SEO and how it can drive traffic? Well that was my intention, but I got a whole lot more than that…thanks to my employers, I’ve come across something much larger than my initial pursuit for what helps drive traffic.
In a lot of ways Wikipedia could be classed as a content farm. It supplies masses of content, which is cloned across the web. There are unfinished articles that add no value and some articles are simply collections of information from elsewhere. However Wikipedia survived the Panda update which raised the question, why? What do Wikipedia do differently that other sites can learn from, and how did they avoid getting dragged into the same mire as (other) content farms?
This article explores why, and the lessons big sites with lots of content need to learn. So let’s compare Wikipedia against the Panda penalties:
Last week Google announced an algorithm update – to clean up their SERPs by demoting sites containing low quality content. We have a look at the some of the affected sites and what this means for content marketers.
Who’s been affected?
The move from Google was inevitable as they were facing increasing pressure to act against high ranking sites that were low on quality – namely scraper sites and content farms [See: New Algorithm Update for Google: Are they finally targeting Content Farms?]. Dubbed the ‘Farmer’ update, the latest figures revealed by SISTIRX indicate that the biggest losers so far are as we expected.
We all have our individual perceptions and preferences when it comes to the written word. If we didn’t, there would be no need for tabloid and broadsheet newspapers to co-exist, nor indeed would it be necessary to have a shortlist for the Man Booker Prize – one publication, by a single writer would simply suffice.
What works for one person, could have quite the opposite on another. In marketing circles, the clearest demonstration of this can be found in sales copy. The same piece of content can polarise an audience, intentionally or otherwise.
Content marketing is a term bandied around, often erroneously or without any proper understanding, as a catch-all for producing any form of content for branding or link building purposes. Whilst there is a basic truth to this oversimplification, there is much more to it than simply writing a few hundred words and uploading it the most readily available article site.
Every man and his dog are now doing content marketing, so what makes you different? What is it that will get you noticed ahead of your competitors?