Often marketers put content in a box – they narrowly define it, when it can be, and do, so much more! Today let’s dive into a broader definition of content (it’s not only text copy) and top SEO tips that can help you convert your audience into subscribers and customers.
Here’s a point that’s helpful to keep in mind when creating content for your website, social media, email and other marketing channels:
Content should first serve your audience.
Optimizing your content for SEO goes beyond adding keywords to it. It involves creating a positive user experience. Give your audience a payoff for visiting your site and engaging with your content. The payoff helps nurture your audience. Provide them with valuable information that educates and teaches them to trust you. Once they trust you they are more likely to convert. You then become the SOURCE of valuable content – and your audience will remember that.
So how do you get people to trust you? You have to provide them with more than keyword-enriched copy. What you need to do is create a ‘content universe’. Let’s see how to do that and what’s involved.
A Content Universe Provides Unique and Positive User Experiences that Build Trust
Take stock of your site’s content. Is it a good balance of text, images, video and audio? If you need graphics to illustrate your blogs, consider infographics. There are some sites that provide embed code so you can embed their infographics on your website. Usually this code will come with a section that credits the original creator. If not, then be sure to mention the site where you found the infographic and link back to them.
Here’s an example: http://socialmarketingwriting.com/social-media-manager-infographic/
Make the Most of Your YouTube Video Collection
Maybe you have a set of YouTube videos that you’d like to use to promote your products. Use your keyword research to help you write irresistible YouTube titles and descriptions so your videos will be easily findable in SERPs (search engine results pages). Create transcripts of your videos and build blogs around those transcripts, along with a preview graphic and link to the video. Check these directions on how to create YouTube transcripts – note that YouTube often will get spelling and some context wrong when it transcribes your video; work around that and make a few corrections if you have to…you can strip out the time markers, too, if you’d like.
Podcasts Are Red Hot Right Now!
Don’t forget audio – there’s a lot you can do with podcasts and they are red hot right now! If you’re already podcasting, you might want to take advantage of SoundCloud as a way to grow your audience. They get 175 million unique listeners every month. Check out their site create an account, and upload your podcast. You can submit it to iTunes via SoundCloud; too. Take some time to infuse SEO with your podcast – in the title and description fields use relevant keywords to describe your episode.
If you aren’t podcasting yet, no problem! It’s easier than ever to get a podcast started, and as we stated above, you can infuse SEO into your episode descriptions to make your podcasts easily searchable. Try platforms like PodBean to get started. You can try it for free and then decide how you’d like to proceed later with a paid plan. PodBean and similar platforms are what’s called ‘all-in-one’ podcasting solutions. They provide the means to make your episodes and then track your podcast’s popularity. Other podcast solutions are mashups of various tools that get the job done. Check out what the experts use to record conversations and formal episodes that they make into podcasts.
Podcasts are great for marketing because you can re-purpose a lot of your existing assets into audio how-to’s, conversations, and insights, without even creating a lot of new content (save time and get more people engaging with your brand by first re-purposing content). As you re-purpose you can update and add new twists to your content for your podcasts. Or if you’re feeling creative, go ahead and make something brand new! When you’ve created your episodes, the next step involves some nifty SEO and marketing to get your podcasts in the hands of your audience.
1) Check your key phrase research to ensure you have added relevant long-tail key phrases that will describe your podcast. Insert these phrases into your podcast descriptions.
2) Use every available channel to distribute your podcast. Social media, email, PR, your website – make sure people know about it!
3) Don’t forget to track your results! Many podcasting software suites contain tracking dashboards. Make use of those to see who is interacting with your content. You can also build tracking URLs so you can track interactions via Google Analytics.
Bonus Tip: Need even more ideas? Check out Trevor Young’s post in PR Warrior and see how to expand your content universe even further.
All of these recommendations should get you started on building amazing content. And remember – it’s a crowded content universe out there! Here’s one way to cut through the noise: Engine-IUS Marketing offers years of experience creating and distributing content, plus we add the right SEO secret sauce to make it findable! Get in touch with us today and get your own content universe that drives leads and sales!