Years ago, websites climbed the SERPs (Search Engine Result Pages) with an entirely different set of rules and regulations than what is now in place. It was a messy landscape—many top ranked websites were results of cramming selected keywords into pages and reciprocal linking strategies. While these strategies certainly worked at the time, we’re now subject to much stricter algorithms that aim to promote quality content.
If you’re late to the game, don’t worry. Follow these tips and with some patience and hard work you’ll be able to improve your search rankings and get some valuable feedback in the process. To start, we recommend using a Content Management System to maximize your productivity to generate stories, edit, and optimize posts on the fly as needed.
1. Pay attention to the news, especially within the industry
In our quest to learn about the world around us, following the news offers several benefits to the content marketer. First and foremost it informs and guides us to make decisions on what to cover. Not every story is relevant, and not every story deserves our attention. For the rest, the news is your oyster. As industry leaders yourselves, your customers will value your opinions. Dedicate time each week to scour and share relevant news and provide your two cents.
2. Focus on one idea at a time
Your followers look forward to new content. That’s why they’re following you. If you’ve got a lot to say, however, we recommend splitting up the content into two or more smaller posts. Doing it this way will improve the way search engines rank your content and provide your followers with better navigation to find what they’re looking for.
3. Make use of multimedia
According to Facebook’s Best Practices, “Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.” If that’s not enough to convince you, just imagine your favorite websites without pictures or video.
You may not always have professional level photography or video equipment handy at all times, but your smart phone will always work in a tight spot. Be sure to familiarize yourself with the features so you can quickly take the shot when opportunities arise.
4. Answer common questions in a FAQ
Have you started seeing the same few questions pop up over and over again? It’s time to kill two birds with one stone and create a FAQ (Frequently Asked Questions). If you have the tools at your disposal, you could even create a video FAQ focusing on one question at a time.
5. Scheduled themes
Funny picture Fridays, What-to-Wear Wednesdays, Music Mondays. These are just a few examples you can incorporate into your content marketing strategy. Be creative, fun, and engage your audience and you might just strike gold.
6. Forget the competition, write for your customers
It’s a completely different story if you’re writing an article for a credible trade journal, but too often a company blog will read as if it’s been written for industry experts. Filled with technical jargon and detailed specifics, a post can quickly lose a reader’s interest, so read through what you’ve written as if you were the very customer you are writing for. If you’re still unsure, ask a co-worker, friend, or family member to see if they understand everything you’ve written.
7. Be bold
It’s OK to try out new ideas. Ideally, you’ll spend most of your time working on safe content that you know works. However, you must utilize new and innovative ways to reach your audience. What’s new today could be a staple of your strategy tomorrow.
8. Don't forget to share
What’s the point of putting all the time and effort into creating great content if nobody sees it? There are countless ways to spread your content through the web, and here are a few ideas to start:
- Re-post content to your various social media channels (Facebook, Twitter, LinkedIn, etc)
- Pay to post Sponsored Stories, you’ll get much better results.
- Add your posts to your company’s monthly newsletter
- Reach out to local news & blog outlets