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How a Steady Stream of Content Marketing Creates a Ripple Effect

Let’s say your company developed a new technology that improves lithium ion battery performance under extreme temperature conditions. It’s a ‘faster, better, cheaper’ discovery. You’re ready to announce and launch.

Some companies might begin separate initiatives for content marketing, social media, and search engine marketing. Marketers develop articles, presentations, white papers, press releases, case studies, and videos. Plan Facebook announcements, Twitter posts, and LinkedIn discussions. Check keywords, write web pages, and build landing pages.

Whether you’re a one-person department or a player on a team, there’s a lot to do. You can do it better by integrating the tasks into one master project plan. It starts with content marketing sitting at the top, flows through social media, and comes out in search rankings.

Even if your company isn’t in the process of launching the next big thing, an ongoing content marketing strategy works hand-in-hand with social media and search engine marketing to create a ripple effect of benefits. Here’s how:

  • Social media is among your strategies for distributing content. You post a link to an article on Facebook, tweet about it, mention it in relevant LinkedIn discussion groups, and share with your circles on Google Plus. You use relevant keywords in your clickable title. You link to the resource (white paper, video, etc. on your website). We’ll assume your content is highly relevant, useful and interesting to your social media audience.
  • Your audience likes your post, re-tweets your tweet, leaves a comment, and shares with its own social connections. All of these social activities raise the profile of your content (and your company) and expand its reach.
  • The more links to your content that are generated and the more places your content appears can help your search engine rankings. This is true when content and links are on directories and media sites, such as GlobalSpec. And also when the content and links appear on social media outlets.
  • The major general search engines consider social signals (such as likes, tweets, and shares) in how search engine results pages are organized and presented.
  • As your company’s efforts on social networks are impacting search results, you gain opportunities to drive more traffic via your social presence.

A continual stream of strong, relevant content on social media sites will result in the content spreading through your followers. In addition, search engines will pick up on the social signals, which could lead to higher placements on search engine results pages.

But take note of the phrase “continual stream of strong, relevant content.” This integrated strategy of content marketing-social media-searching engine marketing doesn’t work on a one-off or sporadic basis. You must continually feed the engines and your audience with what they desire — not just make a splash when you have a big announcement or launch. Developing and executing a content marketing plan is hard work. Day after day. Week after week. There are no shortcuts. But the benefits of this ripple effect are worth the effort.

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Also, provide your thoughts in the comments section below. Have you experienced the benefits of this "ripple effect?"

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Why Content Matters in Search and Social Marketing

There’s no doubt you’ve been hearing a lot about content marketing this year. Along with search and social marketing, these three topics have been dominating B2B marketing conversations and are at the top of everyone’s minds.

A recent conversation between MarketingSherpa and author Rob Garner of Search and Social: The Definitive Guide to Real-Time Content Marketing discusses the importance of content and the overlap between search, social and content marketing. This overlap, according to Garner, builds a connected brand. By providing content to your customers online you are also satisfying the search engines and getting in front of new customers – all in one step.

Especially helpful are the top 5 tips for marketers. While a few may serve as more of a reminder, they’re all relevant and great to keep in mind as we lay out plans for 2013.

Being present. Keeping content fresh – your customers want more than just an updated profile. Frequent activity (status updates, blog posts, “shares” and “likes”, etc.) keep customers interested in and aware of your brand.
“Recency is the new relevancy”. Not only is this true in social marketing where our audience only sees most updated content first, but the same goes for search. Simply put, new content = higher visibility.
Understand natural language. In addition to knowing the language of your audience, Garner suggests having tools for keyword and language processing. Tap into the value of online conversations your customers and prospects are having.
Big, high quality content wins. Successful results from search and social marketing are correlated to the quantity and quality of the content you are putting out there. This includes everything from articles to comments to memes.
Personality matters. Content that is unique in your space and personal to your brand will resonate with your audience and will get noticed by networks and search engines.

For even more on content marketing, check out our new whitepaper Content Marketing for Industrial Marketers. Learn how content marketing will help you build your brand, drive engagement and establish yourself as a thought leader in your space.

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Industrial Video SEO

As engineering and industrial technical users’ media consumption preferences shift towards video, it’s only natural for industrial marketers to increasingly utilize video to promote their products and services. This shift towards increased utilization of video promotion has been seen on GlobalSpec, as suppliers have incorporated videos into their product announcements and information pages.

In the sprint to create video content, it’s important for marketers remember SEO when publishing their video content. The most compelling video content is useless if prospective customers can’t find it.

Be sure to use keywords in your video title and description (in a way that makes sense for human readers) so that when it is indexed by search engines your video will appear in the results pages for those terms.

Saavy marketers are also including closed captions and/or external textual transcripts of their videos along with the video itself, which has the dual benefit of making the content accessible to those with hearing impairments (or just with no sound capability on their PC), while providing additional fodder for the search engines to index.

What techniques do you use to make sure your videos get found?

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By Definition: Keywords are Key to SEO Success

What is the reason for all of the mixed messages surrounding SEO? The tactics required to achieve high search engine rankings are complex and ever-changing. The one thing that hasn’t changed is the importance of identifying and using the right set of keywords in your SEO efforts.

According to our 2010 Economic Outlook Survey, your prospects and customers use the Internet to do research, request price quotes, purchase parts/products, compare suppliers and perform other work-related activities. More and more, you need to get your online presence ready to attract attention and rank higher on search engines.

None of this may be news to you. There is plenty of buzz today around online marketing terminology such as SEO, keywords, web crawlers and search engine ranking. What most of us don’t understand is what this boils down to in terms of commitment, tactics and what the trick is to actually getting results.

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When web-site redesigns aren't necessary

New years often bring the desire to launch "new and improved" web-sites. In his article, "Why Most Website Redesigns Have a Half-Life" Mike Volpe, VP of inbound marketing at HubSpot, explains why it may not always be in a company's best interest.

The article points out that frequent redesigns can work against you both in regards to search engine optimization and usability. Mike points out that refreshing a site and making sure content is relevant is important, and not the same as a complete redesign.

Ultimately, it's important to maintain your web-site, just be sure to keep your prospects and customers in mind and temper the desire for new and different for the need for content and usability.

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10 Low-Cost Tactics to Market Your Business

With many budgets getting crunched, marketers may need to pay special attention to low-cost marketing tactics that can help their companies. Many of these ideas can be implemented using your current resources and some extra elbow grease in the form of time and hard work. And they can all help raise the visibility of your company and make your overall marketing more effective.

Some of these tactics you may already be doing, others may be new ideas. In either case, make the most of them to achieve marketing benefits with minimal costs.

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Corporate Blogging: Getting Started and Keeping it Fresh

Recently we wrote about Seven Ways to Keep your Web Site Content Fresh. One of the ways discussed was to begin a blog. However, if you haven’t started one yet, it may seem overwhelming.

Mark Jackson, the President and CEO of Vizion Interactive, has been involved in interactive marketing since 2000. In his article Blogging for Search Engine Optimization he offers some advice to make it less intimidating. Specifically he discusses whether you should use a sub-domain, sub-directory, or a completely separate domain for your corporate blog.

Once you’ve set up the blog, or if you already have one, it isn’t always easy to know what to write. This article by Peter Da Vanzo, editorial director at SEO Book, How To Overcome Writers Block offers seven suggestions to try when you aren’t sure what to write.

Regardless of whether your blog is new or one you’ve managed for some time, it is important to remember that keeping content fresh is a very important strategy for search engine optimization.

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Search friendly URL's can only help ranking

A lot of work goes into putting a web-site together: content creation, page design, and site architecture are all important elements. One element that may seem obvious but is often overlooked is the URL for each page. In his article URL Best Practices and Guidelines Reminder, Jody Nimetz of Enquiro Search Solutions Inc. offers a list of best practices to consider when creating and or revising the URL's for your site. Jody Nimtez is an on-line marketing specialist who offers tips and advice on his blog Marketing Jive.

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SEO Tips for Industrial Marketers

And a new white paper available for download

Search Engine Optimization (SEO) can help your company’s Web pages rise higher in the search engine results for specific keyword searches. Done correctly, SEO can help you attract motivated prospects to your Web site in real time as they search online for products and services like those you offer.

Engaging in some level of SEO will be of benefit to most companies. Your level of involvement depends on your goals, expertise and resources. Some simple yet effective SEO techniques can be performed with limited expertise and resources, while other, more complex techniques require SEO experts and technical skills.

Here are 10 SEO tips that most industrial marketers should be able to execute without too much strain on their resources. 

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Promoting your news

While building content for your site is an important optimization strategy; you can't count on content to purely drive traffic.

Justilien Gaspard, an independent consultant who focuses on organic search, has written a series of articles on building newsworthy content. In the this week's article, Create Something Newsworthy, Part 3 — Promotions he offers tips to promote your content.

He began the series with Create Something Newsworthy — Branding, Marketing, Links and continued it in his post Create Something Newsworthy, Part 2 — Testing.  

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