To start a content strategy, start with your website. If your website isn’t readable by the search engines then your site wonâ€™t come up in the search. Your website content should include relevant keywords and effectively describe your product or services. Place your keyword toward the top of your content and in the title. If your content doesn’t address what customers are looking for, then your content wonâ€™t be seen. Utilize the services of a web developer to implement keywords properly throughout your site.
Once your site is optimized, one way to build engagement is to point your customers to review sites such as Yelp!, Trip Advisor and Google Reviews to leave their feedback, an essential component of higher search engine rankings. I have said this before and it bears repeating: Many sites perform background checks and can trace where reviews originate and will completely remove your listing if they feel the review has been done by someone related to the business or someone who was not an actual guest or customer. With Google Reviews, Yelp!, Trip Advisor, and any other review sites, be extremely careful to have only actual customers or guests review your business.
Work keywords and keyword ideas into your link building strategy as well. Most listings typically have a place to put keywords or categories that are keyword related. For instance, Google Places (now Google +) has an area to fill out that includes â€˜Categoriesâ€™. These â€˜Categoriesâ€™ are really keyword phrases to tell Google where to place your listing in the search query. Make sure the keywords you use in the â€˜Categoriesâ€™ are also in your description and on your site. Yahoo Local listing also uses keywords to filter for search queries, so use keywords correctly.
Boost your online exposure through published articles and effective PR, and you can increase your chances of educating buyers and generating leads. Itâ€™s been shown that buyers respond more positively to articles, product reviews and blog posts than they do to banner ads, pop-ups or other forms of advertising. So it makes sense to follow the trend and invest in more effective content, articles, and a PR strategy that maximizes media exposure. A well written, timely, newsworthy press release can generate great links back to your site and can increase your social sharing. Many publications publish a release and will post the release on their blog, in their RSS feed, and even on their social media sites like Google +, Facebook and Twitter, building more links to your site. Make sure to post the release on your website as well for future media pick-up.
Determining marketing messaging starts with the basics of analyzing what customers are looking for by doing some trend analysis and market research. This research will help formulate a strategic roadmap for messaging. One great source of information is through Googleâ€™s Keyword Tool, or better yet, Google Trends/Insights. Per Google, â€œGoogle Insights for Search can help you gauge interest in pertinent search terms. Insights can help you determine which messages resonate best. Insights can be used to determine seasonality. Insights can be useful in determining a new market.â€ This is a great tool for marketers in comparing their own efforts and keywords, trends, and to help determine new words to utilize in campaigns.
Another effective tactic is to identify/brainstorm language that prospects are using relevant to your business. Donâ€™t forget to check out what the competition is doing! Still another source for content ideas is looking to the data from your own siteâ€™s web analytics. Looking at what content customers are accessing, what they find compelling to stay on the site for will help determine behavior as well as help plan for future content.
Keyword usage should be implemented as part of a comprehensive marketing plan. Not only do you want to increase use of keywords in your web content, but it is crucial to develop branding and messaging that is consistent across all of your communications and promotional efforts. As your marketing strategy is developed and implemented, the results should be tracked and adjustments made to increase effectiveness. Do your research – RINSEâ€¦.Testâ€¦..REPEAT! This is not static, it is ongoing. The goal is to engage, build the brand, monetize efforts, and to reposition on a continual basis. The research of keywords is not for the faint of heart and requires considerable effort, consistency, tenacity, vision, creativity, and adjustment.
According to SEOmoz, â€œThe best keywords have a high volume – with many searches per month, have low competition, and have high value with a large percentage of visitors converting.â€ Quality content begins with identifying keywords that relate to the business. Then determining what content could/should be developed for each phrase, looking at the various ways the content can be delivered. Implementing keywords within content so the search engines can evaluate the words and place them properly in the search query for the customer is of top importance as well. Keep in mind that developing your content without thought to keywords or proper placement within the content will not help you reap the best rewards. In other words, good content is king, but it needs to generate results for your business!Read More
Itâ€™s sometimes hard to find time to set up a blog for your business, but it is a great way to increase PR for your company. Circulating new blog posts and articles each week or month is a relatively easy way to socialize with new and old clients and business connections, post fresh content and build awareness for your branding. Your marketing staff can come up with a schedule of blog post topics geared to events on your calendar, seasonal specials, any relevant local topics, and more. Alternatively, you can hire professionals to develop and post content for you on a regular basis.
Be creative and generous with content that readers will find interesting and informative, so they will keep coming back for more. Let readers feel that they are â€œinsidersâ€ by sharing glimpses behind the scenes at your business, or giving them a sneak peek at an upcoming event or special. And donâ€™t let your topics stop at your front door highlight other local businesses that you can partner up with, as well as upcoming events or industry news. Use your imagination to provide interesting content for prospective customers.
By developing a strong site structure, and using key words in your website content, blog posts and articles, youâ€™ll be able to heighten your search engine rankings and improve your online presence. Having authority content online can also better connect you with other websites associated with relevant and quality businesses. Itâ€™s a great way to increase the flow of traffic to your companyâ€™s site, or keep it at an all time high.Read More
You have a story to tell a new product, a specialized service or a seasonal promotion. So how do you connect with journalists to get coverage of your story? Look to one of the sites that specializes in connecting journalists with sources and stories. You can establish yourself as an industry expert a go-to person for journalists looking for a credible source. This puts you in the news and gets your name out there. You can also pitch your own story idea on the site and attract journalists to your story. You can connect with television shows looking for local businesses to features on upcoming segments, or industry journalists who are working on a story that might feature your product or business.
Here are a few popular sites that provide networking opportunities that connect sources, reporters and advertisers:
â€¢ Help a Reporter Out (HARO) (www.helpareporter.com) : HARO reports that it brings nearly 30,000 reporters and bloggers together with over 100,000 news sources and thousands of businesses every day. The site facilitates thousands of journalist queries and media pitches, as well as marketing and promoting brands to the media, small business and consumers.
â€¢ Media Kitty (www.mediakitty.com): This service connects journalists and business professionals, allowing communications through quick and easy postings. It has had over 9,000 active journalists and PR professionals since 2001.
â€¢ Bill and Steve Harrisonâ€™s Reporter Connection (www.reporterconnection.com) : This free daily service connects reporters with experts that are available for media interviews.
Hopefully at this point, you are starting to think of ways that you or someone on your marketing or customer service team might act as an industry source. Or perhaps you are coming up with a list of relevant article topics for your products or services. Certainly taking a look at the sites that will connect you with media sources and journalists is a worthwhile start to a more substantial PR strategy for your business. Need further help with this strategy? Give us a call!Read More
Are you leveraging the power of online PR for your business? PR is the most cost-effective way to increase your online presence, boost your credibility as an industry expert and reach your desired target markets.
As a growing form of communication, online PR is a fast and effective way to reach large audiences. Studies have shown that consumers are moving away from advertising and looking more to content to make buying decisions. To get the word out about your company, you can investigate a few of the most popular press distribution services:
- Vocus (www.vocus.com ): This service provides cloud-based marketing and PR software that integrates social marketing, search marketing, email marketing and publicity. The PR software contains a database of over 1.4 million journalists, bloggers and influencers, and allows you to distribute your press releases directly to sources, and allowing potential customers to find your releases when they search online.
- Meltwater Press (www.meltwater.com): This is a web-based media contact database and distribution tool that allows you to create relevant media lists by identifying the most appropriate journalists to distribute your releases to. Meltwater indexes more than 1 million articles per day and continually updates its contact database.
- Mass Media Distribution (www.massmediadistribution.com): This service uses what it calls its â€œ4-Way Distribution Processâ€ to send press releases to editors and journalists at newspapers, magazines, trade publications, TV and Radio.
- PR Web (www.prweb.com): PR Web uses major news sites like Google News and Yahoo News to boost your search engine ranking, and also sends releases to more than 250,000 subscribers, 30,000 websites and 30,000 bloggers and journalists.
Additional distribution sites to check into include:
- Business Wire (www.businesswire.com)
- Market Wire (www.marketwire.com)
- PR Newswire (www.prnewswire.com)
With a little research, you can determine the distribution service that best fits with your needs.
One of the additional benefits of producing articles that have informative and professional content and sending them through media outlets is that your company will be deemed an industry expert. This will allow you to better create the image and messaging that you want for your business. Youâ€™ll have a much easier time reaching your target market through extensive media coverage, and with different, but relevant, content youâ€™ll be able to better reach out to new clientele.Read More