Friday, 3 May 2013

Content Marketing 2013–3 Ways to Optimise your Content

Content marketing is no longer about just getting content about you and your business out there.  Content marketing for 2013 turns you the content creator and the brand owner into the publisher – no one knows your business like you do, no one knows your customer like you do, and no one else will produce content specifically aimed at your customer in the way you can.

Now, relevancy and the importance of well-directed content are what counts, as opposed to pre 2013 search marketing techniques which for the most part were based around the concept that content about your business and products pretty well anywhere would boost search as long as it offered a link back to the host site.

Middle to end of last year Google changed all of that, to the effect that content, without being relevant, and optimised for a specific audience, would count no longer.  Now, the content on your website, blog posts, social media marketing and on need to be properly directed to a specific audience, answering and directed to that audience’s desires and fuelling the viral marketplace with the advantage that there is no limit as to how far it can travel.

Know Thy Customer

Creating a profile for your customer is more important than ever.  Knowing who they are, what they are most likely to be searching for and therefore seeking to buy is most important stepping stone in content marketing, as without this your content will not be aimed as it should. This is no finger in the air exercise, but a strategic analysis of your site analytics and purchasing metrics to produce a picture as close as possible to your customer profile.

The importance now of ‘personalised’ content, broken down into segments that aim directly at a specific audience can’t be stressed enough. For every piece of content you write, make sure that it is well aimed, intelligently written, relevant and interesting.

Pick your Keyword Wisely and Use them – Optimise All Content for SEO

Having established who your customer is and what they might be searching for this needs to be analysed in terms of the keywords and phrases most likely to be relevant to them by dint of research.  Keep the keyword tool close to you and write nothing without including judicious use of your chosen search terms. In the same way that your title tags need to be not just optimised for key words and phrases, but readable in their own right, so with everything else you write.

Make sure that whoever is writing your content, whether you do it in house, or use outside help, understands who your customer is, and how and why to ‘optimise’ every word they write.  This is both a skill and an art – you can’t just use anyone to do your blogging for you any more, imagining that word count alone is what matters, that the more content the better.  It is the more fully optimised content that matters, the rest is, literally, irrelevant.
Make sure that your Content Placement is Relevant- Forget content for the sake of it.

There are so many ways now of publishing your content.  Keeping it close to your brand and therefore close to home is what matters most, so concentrate on publishing your content to your website and constantly updating your blog.  Email marketing personalised and segmented and directed straight to your customer base.  Publishing your blog and new content on social media channels regularly that is well written, interesting and optimised both for search and for what your customers are looking for.

The main focus out of all of this is that you and your business are the hub, and every piece of content you produce relates back to you, however widely you publish.

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