Crucial Things Internet Marketers Need to Remember Part 3: Content Marketers

Cole Dunlop
June 8, 2015

Content is queen, and always will be. So, how do we survive it’s evolution over time? How can content marketers be ahead of the game, while maintaining sanity and avoiding writers block? Each content marketer needs to have a solid strategy and set of rules to go by. Yet, according to Forbes only 32 percent of content marketers actually believe they’re executing an effective strategy. Let’s change that percentage and better content marketing for all with these helpful reminders and rules to live by.

Rethink What Content Really Is

The idea of content marketing is much larger than blog posts and email newsletters. Infographics, videos, memes, and visual imagery has expanded the variety of content that marketers have to work with. Depending upon the audience and goals, different content will help you reach different goals. For example, infographics can help with link building and memes can help with engagement. Avoid sticking with just one content type and expand your content horizons.

Image Source: SEO Resource Guide

Understand The Difference Between Semantic Search and Keyword Stuffing

What the heck is semantic search? Techopedia has a fancy definition for the term:

Semantic Search is a data searching technique in a which a search query aims to not only find keywords, but to determine the intent and contextual meaning of the the words a person is using for search.

In basic terms, this means understanding what a person is actually searching for, despite their spelling errors and misplaced commas. It’s giving a user search results that they were looking for, but didn’t know exactly how to ask.

Keyword stuffing on the other hand is an effort to match these semantic search terms and place such terms inside content, whether or not it makes sense to do so. Google refers to this as an attempt to manipulate a site’s rankings. To make matters even worse, keyword stuffing creates a negative user experience, ultimately hindering the content and it’s chances of being shared.

Somewhere in the middle between semantic search and keyword stuffing is a happy place for content marketers. Create content that people are searching for, without irrelevant keyword stuffing. Naturally write content that converts by answering questions that are already being asked.

Optimize Content

If you’re blog/website is WordPress based, there are several different plug-ins to assist with optimizing each page, especially each blog post. With over 3,500 reviews and a 4.7 rating, SEO Yoast is a great plug-in to help add SEO to your content. Giving bots the information they need you can add keywords, title tags, image descriptions, metas, and more. For basic content optimization, follow these steps:

Insert your keyword in the heading and subhead. The content’s heading needs to be captivating, as well as include a primary keyword, informing both the reader and Google what the content is about. Don’t forget your header tags!
Include meta tags and descriptions. In 150-160 characters, summarize what the content is about, including your primary keyword. This is your opportunity to entice readers to click on your link in search engines, giving searchers a solid reason to click on your link.
<head>
<meta name=”description” content=”This is an example of a meta description. This will often show up in search results.”>
</head>
A/B test different headlines. Some headlines perform better than others and the best ones are the hardest to create. The recipe to a perfect headline is hidden somewhere deep in the Caribbean, only a small few of us will actually ever find it. Draft 2-3 different headlines that captivate, and summarize, and test them with your audience.

Dont Phoget Hoe 2 Rite

Grammar nazis are everywhere. Writing in a hurry, it can be easy to forget an apostrophe here or an oxford comma there. Take your time to know your grammar and it’s proper punctuation. Reread your content until you’re blue in the face, and then pass it along to someone else for proof reading. Your coworkers won’t mind.
Bullet points are your friend. We no longer have time to read lengthy paragraphs and run-on sentences. Summarize your main points using bullets to help keep the reader’s attention, while giving them the most important information.
No One Likes a Lengthy Marvin. If your analytics tells you people are spending anywhere from 30 seconds to 2 minutes on your 1,500 word blog post, it’s safe to assume you’re post is too long. Create your post lengths to satisfy your readers, not bore them with wordy content.

Content doesn’t sell itself. Some of your best sharing assets are sitting next to you. Encourage coworkers and employees to share their own content, as well as each others, on their social media accounts. Using your employees and coworkers to leverage sharing can help increase virality, views, and ultimately website clicks.

Image Source: Buffer Social

What Makes Great Content

Great content is difficult to come by nowadays. Just about anyone has the ability to create a social media page or website and start publishing content. What separates the good from the bad?

Do the readers have a reason to share? Sharing is caring, especially with content. No one creates content with intentions for it to just sit in the cyberworld, seen by no eyes or bots. Content marketers put so much of their heart and soul into developing great content. They want it to be read by many, and hopefully influence impactful decisions. In order for that to happen, you must give readers what they want, thought-provoking content they can share with friends, family and coworkers.
Are you answering anyone’s questions? People want answers, that’s why we search online, call a friend, or ask a family member when we have a question we don’t know the answer to. Not only do we crave other people’s opinions, but insist on their explanations and expertise. A retail associate at H&M has a better chance of answering a question about what kind of bathing suit to buy this summer, over asking the department manager at Home Depot. Emphasize your specific expertise through publishing thought-provoking content. Research what kind of questions are being asked and answer them, using your own experience, knowledge, and research.
Does your content tell a story, or give an explanation? How-tos make great content pieces and are easily shared. Step 1, step 2, and step 3 are all vital steps to painting your cabinet with chevron stripes, but what story can you add with the steps? Do chevron stripes remind you of your Grandpa’s old convertible that had red apple stripes alongside the bed? Readers want a story to be relatable and humanized, as much as they want the steps.

Write To Your Demographic, Not For

Only 13% of adults are reading at a proficient reading level. If you’re a high level writer, kudos, and your readers may be closer to a third grade reading level (sad, but true), are you reaching them? Adjust your content to suit their needs and understanding. Use Readability-Score to discover how complex your content is and if your readers will be able to comprehend the message.

Tools Are Your Friend

Content marketing tools like Quora and AuthorityLab’s now provided tool help inspire new ideas for content topics. Other tools like Buffer, MailChimp, and PRWeb help deliver your content to the right people. Manage all of your content marketing efforts with platforms like Trello, Wunderlist, and Evernote. Polish it off with writing tools Contently and Writers Access and be on your way to producing top notch content.

How do you stay a successful content marketer? Comment your best practices and favorite content marketing tools below!

Check out part 1 and 2 of this series: