content marketing strategy

Paid Social Media: Where Should You Advertise? [Data + Case Studies]

By |September 12th, 2016|

Social media continues to evolve. Increasing numbers of businesses are investing in paid social media advertising for both increasing the reach of their content, and for targeting their specific market on a granular level.

Research shows that over half of B2B businesses, and three quarters of B2C businesses, are using paid social media advertising as part of their content marketing activities.

But just look at how it’s grown in the space of a year. As the following charts illustrate, paid advertising usage on social media has shot up sharply for both B2B and B2C.

But with so many social networks available, it’s confusing where to start. There’s no one-size-fits-all social advertising solution. Different networks will suit different businesses and advertising approaches.

This post reviews 10 different social networks that provide paid advertising opportunities. I share the demographics of each network (including network size) and the advertising options available.

Plus, so you can see what can be achieved, I share successful case studies for each platform, along with real data wherever possible.

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How to Get on the First Page of Google (The “Hub and Spokes” SEO Method)

By |August 12th, 2016|

Want to get on the first page of Google?

Let me guess…

You’re desperately seeking that elusive top ten listing for your site’s front page. You’re focused on one or two main keywords. It seems an endless uphill struggle.

Or maybe you made it. If so, congratulations!

But then, heart thumping, you notice you’ve been knocked down again. And so the cycle continues…

If so, you’re not alone. It’s common practice.

The only problem is, this type of old-style SEO is dead. Ineffective. A waste of resources. And an endless cycle of defeat, disillusionment and, if you’re lucky, occasional elation… but then back to the defeat and disillusionment.

The good news is there’s a better strategy that:

  • Is almost guaranteed to work.
  • Attracts more (and easier to convert) search traffic.
  • Allows you to enjoy traffic levels that continue to rise long-term… rather than the occasional peaks and more common troughs of ‘front page’ SEO.

(And if you do SEO work for clients, leaves them far happier).
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Quora for Business: The Complete Guide for Business Owners and Marketers

By |June 6th, 2016|

Quora is not far off becoming one of the top 100 most visited sites in the world (Alexa), with roughly 100 million monthly unique visitors, half of which are from the US.

It’s based on a simple question-and-answer format, and incorporates elements of social media to help generate interactivity and wide exposure of content.

It has far more authority than other question-and-answer sites, attracting the regular involvement of authority figures and genuine experts, from industry leaders and CEOs to influencers and even presidents.

As such it attracts increasing amounts high quality traffic.

When approached in the right way, business owners can ride on the back of their success, and siphon often significant levels of traffic back to their own sites (as I show below, to the tune of several thousand visitors a month).
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Duplicate Content and Multi-Channel Publishing: The Lowdown

By |April 22nd, 2016|

There is ongoing confusion around the issue of duplicate content, and how it affects search engine listings. The issue has been around for years.

In fact, I first started writing and talking to businesses about it nearly a decade ago.

While it’s fallen off the radar a little over the past few years, the issue has regained prominence again recently with increasing numbers of businesses pursuing multi-channel publishing to effectively reach their marketplace.

For example, are there duplicate content penalties if you cross-post content between different platforms?

Duplicate content myths – and bad advice based on them – abound.

So this post gives you the lowdown, with answers on important duplicate content questions, including the implications for publishing content across multiple content platforms.

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Content Repurposing: The Ultimate List of 50+ Killer Ways to Repurpose Content and “Be Everywhere”

By |March 26th, 2016|

Are you creating content that you’re either not repurposing, or that isn’t itself repurposed?

If so, you are probably leaving 90% or more of the potential benefits of the content untapped.

What’s more, research shows that producing enough content is one of the top three challenges faced by businesses that pursue content marketing.

The good news is that repurposing existing content:

  • Multiplies the amount of content you have in circulation.
  • Is generally a whole lot quicker, easier and cheaper than creating the original content in the first place.

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How to Improve Your Email Marketing By Leveraging Content

By |March 7th, 2016|

When I first started online in the early 2000s, if you wanted to communicate (digitally) with your prospects and customers en masse, it was either email, or… well, email.

Facebook wasn’t yet a twinkle in Mark Zuckerberg’s eye; Twitter was even further beyond the digital horizon. WordPress didn’t yet exist – if you wanted to blog, you headed to LiveJournal.

Publishing content on a website often involved a well-worn copy of How to Use HTML (or similar!), and late nights spent figuring out <head> and <body> tags, and everything in between.

Oh yes! I’m almost forgetting the painfully slow dial-up Internet connection that made publishing even the most basic bit of content painfully slow. (Not to mention hogging the phone line while you did it. Fun times!)

Zoom forward to the current day and you can communicate with (and build up tribes of) thousands of people in your market on multiple platforms, and across a multitude of devices. And do so quickly and easily.

Email marketing remains vitally important of course. Through communicating one-to-one directly with a subscriber, it’s one of the most powerful ways to build trust, credibility and a sense of relationship.

It’s also just another such content platform…

Yet many businesses still approach email marketing without any thought to an integrated strategy that more effectively reaches and communicates with their marketplace across multiple platforms, and at the same time creates long-term content assets for their business.

Instead, their approach is disjointed. Each platform, including email, is treated as a completely separate entity, demanding completely different content.

The resulting and unsurprising sense of overwhelm gives way to an either-or mentality that restricts their reach, and even leads to a gradual decline of online visibility.

It’s not their fault. They just emulate what most other businesses seem to be doing. They follow incorrect, or at best incomplete, advice that hasn’t quite caught up with present-day reality.

But it doesn’t have to be like that. There is a solution…

In this post, I’ll share with you:

  • Three common mistakes businesses make with email marketing.
  • How you can leverage content to both resolve these issues, and lead to greater online visibility as a whole. (And the amount gained far exceeds the extra effort involved…)

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Build Your List With Content Upgrades: On Your Blog… And Beyond!

By |February 29th, 2016|

Want a more powerful way to convert visitors to your blog into leads for your business? How about a 300% to 785% improvement in conversion rates?

Welcome to the world of content upgrades…

In brief, it means offering more value to the visitor  – say in the form of a relevant download – in exchange for their email address.

But content upgrades aren’t just for your blog…

Content upgrades also work when integrated into content published on other platforms across the web.

In fact, thanks to the often higher engagement levels you get on these other content platforms, this can be even more effective. Yet few if any are really doing this right now…

I’ll share more on this below!

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How To Blog On Medium (And Why Your Business Should!)

By |February 22nd, 2016|

As any regular reader of this blog will know, I’m a big believer that you should be regularly publishing content across multiple platforms. It’s the most effective way to reach your marketplace, grow your traffic and build your online visibility for all sorts of reasons.

(Yes, your business now needs to “Be Everywhere“!)

Such content platforms include LinkedIn Pulse, SlideShare and YouTube, not to mention all the main social networks.

There’s another biggie to add to the list, and that’s the Medium blogging platform. It’s one of the most popular online sites, attracting millions of visitors, and has hundreds of thousands of users.

For your business, it’s another key content portal from where you can start to attract increasing amounts of traffic and leads over time. As I’ll show you, it’s an interesting mix between an intuitive, easy to use blogging platform and some of the viral power of social media.

In this ultimate guide to using Medium for your business, you’ll learn:

  • What Medium is and how it works.
  • How to publish content on the platform.
  • 15 top tips for using Medium effectively for business purposes.

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How I Grew My Traffic From Organic Search By 1,465% In 12 Months

By |February 12th, 2016|

Today you’ll learn how I grew the amount of traffic I attract from organic search from just 52 visitors 12 months ago, to 814 visitors clicking through from the SERPs last month. That’s an increase of 1,465% within the space of a year – or nearly 16 times the amount of traffic.

I didn’t do anything particularly spectacular or out of the ordinary. I just created content on a regular basis, and the results are exactly what should happen. As I’ll show you, this growth was based on publishing a new blog post just once a week. (Mostly, anyway!)

If anything, the traffic growth could have been a lot more. As I’ll show you, for the first three months my publishing schedule was in fact just one post a month!

And even once I moved to once a week, the odd week was missed here and there. In the end, we’re actually talking just 35 new posts over the 12 month period. But the result is that the blog now attracts hundreds of new visitors every month through the search engines, and that will only continue to climb.

Had I published the full 52 posts for a year’s worth of weekly publishing – a full third more posts – my traffic may have been a third higher too, nearly 1,100 a month from search.

So in this post I’ll show you:

  • The exact stats, how they’ve grown over the course of the past 12 months, and how that relates to the growing number of posts I’ve published. I also show you what they looked like for around a year and a half before that, along with some analysis of each stage, so you get the full picture.
  • How to harness that traffic, as it grows, for business purposes. There’s little point attracting traffic for traffic’s sake.
  • How the content created for your blog isn’t just for your blog. Find out how you can leverage it for a wide range of marketing activities.

And I wrap up up with five key takeaways you can apply to your own business.

Don’t Want To Read? View As A SlideShare Or Video

But first, a quick proviso…

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“My Customers Aren’t On Facebook And Twitter!” – Here’s Why Your Business Still Should Be…

By |January 15th, 2016|

An interesting email came in from a customer a few weeks back stating that Facebook and Twitter simply weren’t relevant to their business.

They were in a specific niche selling products and services B2B within a specific geographical location. Their client base, which they had an intimate knowledge of (of course, vitally important), certainly didn’t use either social platform either personally or professionally. It wouldn’t even be on their radar.

Unusual? With over one and a half billion monthly active users worldwide on Facebook alone, yes. But general stats are just that – general. It’s always smart to know your own market in fine-tuned, specific detail.

Instead, the best way for them to reach potential customers was through search (Google) and video (YouTube), backed up by a presence on LinkedIn because they were B2B.

Smart. They know their market. And as they saw it, Facebook and Twitter were completely irrelevant.

But, smart as they are, is that really the case?

Would Facebook and Twitter actually still hold value for them as a business?

In fact, this post shows that even if you’re not reaching your marketplace directly through Facebook and/or Twitter, there are still important benefits to be had.

Rather than ignoring these platforms (even if your customers do!), your business should still strive to build up a following and a presence on them. While you might not use them to reach clients directly, they can certainly help indirectly.

Here’s 3 main reasons why…
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