When creating a digital marketing plan, it is crucial that you consider what strategies are going to work best for you in 2014 but also into the foreseeable future.
In the ever changing world that is the online market place, there will always be new trends glorified by marketeers as the latest online selling machine.
However updates from Google have proven this to be far from true time and time again.
So why should content marketing any different?
Firstly in all of the recent updates – no website promoting high quality, informative information have been penalised.
Secondly – because all search engine updates have been aimed at improving the quality of content available to users.
The real questions to ask are:
How you can conquer content marketing?
How could content marketing be used as the key to the success of your business?
In all the hustle and bustle of trying to reach the top of search results the impact of content marketing has remained consistent, yet it is quite possibly one of the most avoided solutions. This is mainly due to costing and in-house capabilities.
However content marketing does not need to be a painful time consuming exercise; by following 4 simple steps anyone can become a content master in a matter of weeks.
The first step to success is to research. The research process begins with the identification of the different personas that define your target market. What are their needs, wants and brand expectations, this information should be used in order to drive the value of your campaign.
The use of onsite polls or open-ended questions on social platforms can be used to gain true insights. This is a simple strategy – but requires some thought, it is crucial that you are asking the right questions, to gain key information that can be then converted into targeted messages for content marketing purposes.
It is important to create high quality, value-added content that engages with potential leads, however it is equally important to ensure content is easy to read and easy to share. Be sure to always create a PDF and Amazon Kindle version of publications to ensure maximum reach. The Amazon Kindle version is particularly important for large publications as this is presented to the reader in the form of an e-Book, which is accessible for e-readers using tablets or smartphones.
Moreover content should be broken down into a clear format, with a natural flow of information and key points. Each article should contain a “golden nugget” that gives readers an insight and a clear cut strategy that allows them to optimise on this information.
Driving Traffic through your publications
It is important to optimise on reader experience, particularly when you are encouraging them to click or download your latest publication. You must be able to highlight the true valued of the information you are sharing –without the use of a sales pitch.
Remember the reader wants to know what the article is about and why it is relevant and of value to them. As such you will need an interesting intro and a couple of teasers that will niggle away at them so much that they just have to keep reading.
For offsite publications a similar approach should be taken – however this phase requires you to convince other web administrators / owners to publish your content to their readers.
Although many will do this to have the fresh content, really good websites will take only the best of the best. As such you will need to ensure your own website is fully optimised and relevant to their target audience i.e. their target market and yours should be two of the same but you should not compete in the same space i.e. fashion blogger – designer, car blogger – innovative car re-spray service.
The link building phase requires a little research and a little bit of charm: ask your target publishers if they would read the piece first, and if they like it, to publish it. Remember only one publisher per article – two publications of the same piece will create duplicate which may lead to search engine penalization. Avoid this little hiccup that many first timers encounter and you will be well on your way to becoming a content master.
It is important that when a lead clicks on your advert that they are transferred to an optimised web-page containing all the information they would expect and more.
A targeted webpage should contain:
By creating content that is directed at the needs, expectations and wants of your audience you can create custom marketing funnels via buttons and hyperlinks that nurture your leads through a pre-determined funnel that will ultimately influence a final buying decision and sales / conversion rates.
If you would like to know more about content marketing, and how you could turn your website into the ultimate selling machine, why not contact e-Celtic today for a free web-analysis.
e-Celtic pride ourselves as expert providers of SEO, content marketing and link building specialists. Our landing pages are created with the look and feel of your brand in mind as well as the needs, expectations and objectives of your customers/ clients.
Call now on (01) 6625810.
Today many SMEs still ignore the true value of Search Engine Optimisation (SEO), opting for more traditional or familiar marketing channels when putting together a media plan.
It is understandable that SME business owners and managers alike opt for familiar marketing channels because they cannot identify with the long term benefits associated with search engine optimisation. As a matter of fact it is quite plausible that many business owners or media planners do not even understand the terminology.
Search Engine Optimisation is a relatively new concept in media; to explain simply – SEO typically refers to the optimisation of content published on one’s website and the websites of others.
However it is a far more complicated process than one might initially think Search Engine Optimisation involves use of optimisation techniques within the back-end code of your website and the physical content visible to potential consumers at the front-end. It requires constant monitoring and updating in order to keep up with competitors and changes to Google algorithms.
In 2012 the popularity of online marketing in Ireland increased tenfold, this lead to an upsurge in digital agencies, freelancers and amateur “SEO experts”, trying to make money fast. As a result Google implemented some of the most influential changes to its algorithms between the 2012 and 2013. The aim of these changes was to prevent spam tactics from manipulating ranking results and ensure searchers were receiving high quality information from reliable sources.
Of course for many companies that invested in poorly managed SEO services this lead to the de-ranking of their website and in some cases websites being blacklisting from search results for being incompliant with updates. Whilst horror stories of “SEO gone bad” and “Help, my website has been blacklisted” began to flood the internet as a popular topics for discussion.
Today the influence of these stories is still very evident as SMEs and corporate companies alike continue to build websites; overlooking the real value of Search Engine Optimisation due to ignorance, lack of information, poor experience with mediocre businesses.
So why should 2014 be any different?
Nothing to fear: Most mediocre SEO businesses were wiped out with their poor performances during the algorithm updates in 2012, and 2013.
However, when it comes to SEO 2 golden rules apply:
1. “If it sounds too good to be true – it probably is.”
2. “You get what you pay for.”
The above well-known phrases couldn’t be more apt when it comes to SEO, it is as thought they were written especially, with reference to the recent chaos.
Search Engine Optimisation is a specialised process requiring knowledge of search engines, websites, communications and much more.
So when committing to an SEO campaign be sure that your provider will supply you with real-time access to a project management system containing the status of activities completed and pending. You should also request a monthly report to identify the impact of activities in terms of increased web-traffic and conversions.
Ask how the company works and how they will approach your campaign. In every successful campaign there is always a research phase, whereby the selected company reviews the current status of your brand online. Research should include: an online visibility, link building and competitor analysis. From this a key improvement areas should be identified, and a strategy should be built to encompass these improvements.
ROI: SEO is not something that you will hear about on your TV or radio, as a matter of fact it pretty much a stranger to all forms of traditional media. However, for those who are aware SEO can offer excellent benefits, particularly for SMEs with a relatively modest budget and the patients to wait up to 6 months before seeing a return on investment.
Your SEO Campaign:
Although all SEO campaigns are unique and should be treated as such, it is advisable that you have a budget of at least €4,000 – €6,000 to invest in a really good 6 month campaign. Some companies may have a set -up fee, though these figures are pretty miniscule compared to the price of a 30 second TV advert –even off peak.
The list below demonstrates (roughly) the work that would typically be involved in campaign for a typical SME in Ireland.
1. Keyword research and site analysis
2. Competitor analysis
3. On-site optimisation
4. Off-site optimisation