4 days ago on
20 Reasons Why No One is Reading Your Website Content
Nobody wants to accept that their content is weak and not deserving to be read. After all, why would anyone write something that is utterly useless? However, there’s still a lot of content on the web that does not attract the target audience.
Read this article to know and understand why some of your website content is not being read and why is it that your audience is not being able to relate to you:
A lot of websites just repeat the content that is already available in Google searches. If a consumer can find the same topic and the same angle on a blog post through Google search, why would the audience need to visit your website?
Most content on the web is just information that’s reformatted with keyword stuffing, unnecessary links, and ads and that’s where the interest is lost. We are not recommending you to invent something new but refrain from using the same top 10 tips that everyone has already been talking about.
2. Excessive Use of Product Name
Some website owners tend to write their product name over and over in an attempt to register it in the minds of the consumer. However, more mentions of the product in a small piece of content weaken the overall readability of the piece. Consumers tend to view it as forced promotion and you lose their interest.
3. More Focus on We
Content today is over-emphasizing on the brand and company itself. Statements that position the brand before the customer appears as excessive bragging leading to a frustrated reader. Try and eliminate the ‘I’ and ‘We’ from your marketing material.
4. Need to Upgrade
Website content may seem outstanding at the time of development. However, with changing market dynamics, innovations in technology, and new research, it is important that you update the obsolete information. Content must regularly be made fresh and relevant.
5. Eliminate the Obvious
Writing something that is obvious and the target audience is already aware of is an act that makes your content weak. Nobody will spend time reading your content if you say exercising regularly is important to lose weight or cutting down on your expenses can help to save money. Get rid of such obvious facts and bring in content that is advantageous for the readers.
6. Long Introductions
Some blogs start with an introduction to the topic that lasts around two paragraphs before the actual answer begins. This is more like the filler and can be avoided. If you skip these paragraphs and get to the most important information, it will help to keep the reader glued to your webpage.
Your topic may not be interesting but the way you write the content must be. It must have emotion, enthusiasm, a story, or a voice that adds a humanistic appeal to your content. Readers will only convert if they get excited after reading your content.
Long-form content is suitable for research papers and dissertations. Your website content must have a combination of video, text, images, music, and other elements that can break the monotony and keep the target audience interested.
9. Every Article is a Listicle
You must have come across articles like ’10 ways to lose weight’, ‘5 tips to grow your hair long’ etc. While these were a trend as finding information through a listicle was easier, avoid getting obsessed with it. Every article that you post must not be in the form of a listicle.
You need to provide the reader with a mix of educational, concise, precise, and appropriate information that helps them enhance their knowledge.
10. Misleading Content
Some webpages do not deliver the content that it promises in the title. If that is the case, your reader would just be deflected from your website and would not want to come back for any kind of further information.
11. False Information
There isn’t anything worse than providing wrong information. Google allows every reader to cross-check what has been mentioned by you and if you have written something incorrectly, it will completely kill your content and your website.
12. Lack of Appropriate Sources
An important aspect that most marketers ignore is to cite appropriate references and sources. Data used from trusted sources instead of editorializing helps to establish credibility. Credibility then leads to trust and it results in loyal customers.
13. Track the Length
Several discussions and forums have been created on the appropriate length of a webpage. There have been conclusions in favor of a 500-word post as well as a 1500-word post stating that they both can keep the reader interested as long as the content fulfills its purpose.
Content must value the time a reader is spending on the blog and therefore provide information that is worthwhile.
Every word on your website must be relevant to your brand, its products, and services. Bad content is irrelevant and customers are just not interested in reading it. If your content does not answer the real question and does not entertain, it will just fail.
While stating the neutral facts related to your industry is good, putting your competitors in a negative light is not suggested. If you try to pull your competition down, they will try to do the same.
The outcome then would not be loyal customers but a battle between you and your competition resulting in continuous judgment by your target audience.
Sometimes website owners add extra words to their content just to match with the design of the webpage and satisfy Google. However, these extra words can be noticed as fluff by the reader and tend to give a bad audience experience.
17. Selection of Words
Words used on the website must be compelling enough. Flowery words don’t always do the task and therefore, words selected must complement the goal of the content and must clearly convey the objective to the target audience.
18. Too Long, Too Boring
Most readers tend to exit the page if it has around 5000 words written on it. This is because they don’t have the time to read through the entire thing even if it provides the most factual, accurate, and relevant information.
It is therefore important to wisely break down the information into something that can be read easily and quickly. The same goes for large volumes of images and long videos.
19. Routine SEO
Sometimes content is just written to tick off the requirement in the SEO plan. Such a piece can easily be recognized and will fail at attracting organic traffic.
20. Not Mobile Friendly
The use of smartphones to access websites has increased tremendously. This means that your content must be mobile-friendly. The font and alignment must be such that readers can easily view it without having to zoom in or scroll left and right.
With the website content mistakes mentioned above, you may have realized what you need to fix. So, get going and make your content perfect so that viewers actually read what you want to say and then transform into customers.
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3 weeks ago on
How to Implement a Successful Personalized Marketing Strategy
You will be able to see a list of suggestions based on your search history. Also, most probably you will receive a follow up email which contains similar collection of books based on your recent purchase.
We will not be surprised to see if you return to purchase more; it is because they are based upon your likes and interests.
This is why most of the marketers believe that personalized marketing campaigns are crucial for the success for their business.
If you wish that your customers want to come back for more purchases, you need to provide them with personalized experience that matches their wants and needs.
This means that more visits equal to more leads and more leads equal to more happy customers. Let’s take a look at how to implement a personalized marketing strategy:
1. Review your strategy
Before you execute your marketing strategy, think about the following questions to perceive how your organization can handle the strategy implementation:
- What brand value I would like to offer my customers?
- What kind of customer trends should I enable for e.g., repeated customer visits, increased trust, lot of purchases etc.?
- What are the marketing resources that we have/can create which may change one strategy over another?
- How much time does the plan need – whether short term/long term requirement?
- Do I actually have enough resources such as people, tools, time etc. to achieve success?
2. Research and Analyze your audience
When you are done with planning your strategy, it’s time to gather some information about your audience and you will be able to use that for your marketing program. These are the ways you can research about your audience:
- Discussion groups
- Feedback via website or email
- Social media platforms
Try to collect maximum amount of information from your potential prospects or customers. One or two queries might be enough rather than a drawn-out survey.
3. Choose right marketing tactics
Choosing the right marketing tactics is very crucial in the process of personalizing marketing strategy. Here are some of the marketing strategies to choose from:
- Send emails from humans, don’t sound like a brand
Email is one among the simplest ways to create a personalized experience for your prospects. Rather than having the sender name as company’s name, create it from the name of an actual agent working on your promoting or marketing team.
Also, think about adding that agent’s photograph and his/her’s email signature to the body of the email to indicate that actually that agent took their time and energy to craft the message and can get some responses.
Even if you employ email templates, guarantee that they don’t appear as if they have been designed by a promoting/marketing machine. It is because you want to sound credible in your emails.
- Use recipient’s name for emails
Writing “Dear Customer,” “Hi Customer,” “To [First Name]” etc. are all not at all preferred for your email communication with your prospects.
A lead’s real name is one among the best items of lead intelligence to assemble. If a prospect has filled out a form at any point of time, you can easily get their first name and email address.
If not, most likely you should not be emailing them. Most of the email service providers give you the opportunity to customize the email messages with recipient’s forename; so what’s more to think? Take advantage of it!
- Make use of marketing automation tools
Based on content interest, automation tools will be able to trigger lead nurturing campaigns. While you will address completely different business problems and topics inside your content, that does not mean that each one of the prospects have an interest in all told topics.
If a prospect downloads an e-book targeted on specific topic, for instance, program your automation tools to automatically enter them into a lead nurturing campaign which will deliver content relevant to the initial topic and personalizes email messages based on supported data of that original content which was downloaded.
- Segment email database by marketing persona
There are number of ways to segment email database; but the most effective and easiest way is by marketing persona. For example, if you have classified three separate marketing personas that combine your ideal customers, segment your email list into three different blocks.
Then, personalize the messaging used in independent emails sent to each blocks using the language that individual persona always uses and responds to.
- Focus on creating persona driven content
Persona driven content is a key factor to consider when you begin with the process of personalization. Produce new content or modify the existing one to handle the exact needs and problems of your varied marketing personas.
Contemplate the very fact that one persona might have issues that the other persona doesn’t have. When you prepare a non personalized campaign, your one-size-fits-all content policy won’t fit with the particular problem of persona, which will be a drawback.
However, with a personalized approach that is targeted at a selected group of prospects, you will be able to address that drawback and make more customized and valuable content for those potential prospects.
- Respond personally to customers on social media
It may appear to be an easy task to assign a real person to respond to customer queries on social media; however, several companies choose to automate it.
You need to check your social media activity on a daily basis and respond to them in a personal manner which provides suitable and rightful content that can address each persona’s needs.
- Generate targeted landing pages
If you lack the bandwith to create content targeted for each of your personas, you have an option to create targeted landing pages for your different offers.
Make sure to customize the messaging and language on your targeted landing pages to handle the precise needs of particular segment, and do that for every phase.
- Build targeted company’s product page variations on LinkedIn
LinkedIn company pages provides amazing targeting tool that permits you to personalize the products or services that a visitor sees on your product page in LinkedIn.
You will be able to target based on demographic info such as trade, job function and geographic area.
- Use Google + topic circles to target content
Google + topic circles is another way of using social media platforms to supply a lot of personalized content distribution. By using Google + Circles, you will be able to create many totally different topic circles depending upon the different interests of your targeted page followers.
The next step is to poll your followers, raise that Circles they would wish to be side to, and simply distribute only targeted content to those Circles. This offers an individuality and personalization.
- Lead intelligence to help in personalizing sales follow up
Lead intelligence or knowledge you gather concerning your leads/prospects consists of demographic data, customer behaviour on your website etc. which can be very useful as you outline segments of your business’ client personas.
However, it may also function as a robust lever to assist your sales team to personalize their sales pitches and perceive the wants of a lead before they even pick up the phone to dial the prospect. A well prepared sales agent can close the deal in no time.
4. Regularly update and refine personalization process
Like all other methods, personalized marketing process needs constants review and improvement to make sure of 100% effectiveness. The best way is that let the campaigns run for some weeks and then evaluate the results.
By this way, your team will be able to get a correct impression of exact progress over time, instead of getting a quick picture of how your personalization process is advancing.
It is also crucial to re-check all of your technological integrations to make sure that you have got access to holistic image of information.
During the refinement phase, marketers may take a step back and judge certain strategies or aspects of their personalized marketing campaign.
Let’s see how incorporating personalized marketing campaigns can be beneficial for your business:
1.A large compilation of client data: Personalization methods track the habits and activities of potential prospects; which in turn provides marketers with valuable knowledge that may not be available with conventional marketing campaigns.
If you are passing your leads to sales team, they will get a better clarity of whom they are merchandising and how the products/services matches with the client’s needs.
2.Loyal brand followers: Once customers feel that their needs are fulfilled and a company actually takes care of them, it is doubtless that they will definitely come back to the company in future to shop additional services or products.
3.Valuable business insights: Data gained from trailing customers will assist you in confirming what works and what doesn’t work in regard to marketing tactics and messages.
It is evident that customers prefer to buy more from retailers who can personalize their shopping experience across various channels.
Don’t be too late if you haven’t started implementing personalization strategies listed above. Companies who can successfully implement personalized marketing experiences will be able to witness an increase in sales and customer loyalty.
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3 weeks ago on
11 Examples of Successful Content Marketing by Travel Companies
Travel & Tourism is one of the most exciting industries to work for. With a gross booking of $1.6 trillion in 2017, global travel industry is one of fastest growing sectors. Increased connectivity and technology are only going to make it easier for travellers to explore the world.
Today, travellers make their own booking after extensive research on the internet. 97% of millennials share their travel experience on social media. Hence, there is tremendous scope for digital marketers in the travel space.
Right from dreaming of a destination to booking accommodation, travellers search for information in all stages of their planning. Because of this, online marketing success for travel companies is largely dependent on providing the right content at the right time.
These 11 companies used content strategy to inform and help travellers in various stages of their search and saw phenomenal success in booking revenue.
TripAdvisor is a giant in travel industry with more than 300 million unique visitors every month. TripAdvisor originally hired content curators to develop content for the website but soon saw that user generated reviews were attracting more traffic.
The site encouraged user content and has been known for helpful posts by real travellers ever since. In fact user generated content is the main contributor in the site’s rise to number on travel accommodation site.
TripAdvisor has proved that user generated content can be a solid content strategy. It is not only a credible form of content but also self-sustaining requiring minimum work from TripAdvisor.
#2 Mr. and Mrs Smith
Mr. and Mrs. Smith operate in luxury segment for couples. This is an example of business that had its target niche carved out right from the beginning.
This is also the reason for inspirational content on their website. From content on northern lights to feature on stylish boutique hotels, their site is enough to make you pack your bags right now!
They have also used content to position their brand as a mix of luxurious and quirky. Speaking on their brand, founder James Tamara said “We wanted something playful and a little bit mischievous, because a sense of humor is an important part of who we are.” The brand has reached enviable position since its inception in 2003.
#3 AirBnB Guidebooks
AirBnB is the star child of both travel and tech industry. They rely heavily on content by local guides and hosts to provide value to users.
The app and websites gives travelers an inside scoop on local experience and events.
AirBnB has also used helpful guidebooks to share information with travelers looking for in-depth information.
Every local host could post a guide meaning that there is tons of information available on AirBnB app or website.
#4 SNCF Europe
SNCF, France’s state owned railway company, combined experiential marketing with video content. They placed doorways in the middle of busy cities that opened into LED screens displaying live feed from other cities. Here is a video of the campaign that went viral.
The video got millions in views and the campaign titled ‘Europe: It’s just next door’ saw massive publicity for the brand.
#5 Four Seasons
The fiercely competitive travel industry keeps all players on their toes. The Canadian hospitality giant Four Seasons is known for its successful content marketing strategy in travel space.
The hotel chain has taken on a role of travel content media house by producing upto 3400 content per week across 400 distribution channels.
They have a comprehensive content strategy and leverage real stories, attractive visuals and quality content to engage with customers.
The phenomenal success of their content marketing has led to more than 2 million weekly impressions across all channels.
#6 Bonvoy Adventure
Bonvoy Adventure implemented their SEO and link-building strategy to draw traffic to their website. They did this by inviting guest posts which earned them credible referral links.
With a deeper understanding of their target audience they were able to provide better content and leverage it for their existing email marketing channel. They also did a page by page audit to improve their SEO signals and rank higher results.
The result was a 148% increase in website traffic and 200% increase in onsite transactions.
Kimkim helps travellers to plan itineraries. A well thought content strategy is how they were able to grow their organic search by 300% !
Their strategy was to partner with local travel specialist to come up with their exciting profile snapshot and blog content. This way they could also focus on long-tail keywords that travellers were searching for.
Targeted content along with link building and PR grew Kimkim’s traffic massively within 4 months.
#8 Tenon Tours
Tenon Tours has successfully implemented the inbound marketing funnel to increase their conversions. They concentrated on converting visitors to leads and leads to customer by applying sound principles of inbound marketing.
Of course the foundation of any inbound marketing is great content. For this, Tenon re-purposed their best performing content in the form of guidebook and used it as a lead magnet to build a list. They were able to increase their conversion rate by 34% after nurturing leads through email channel.
This is a great example of how targeting can help your company to go to the next level. Shorefield had luxurious properties across UK as well as fair amount of traffic to their site.
However, operating in the luxury market, it was important that they had the right kind of visitors on their site.
Plagued with irrelevant traffic, the company decided to invest in SEO. With focus on buyer personas and long tail keywords the site increased its organic conversion rate by 86%.
Intrepid is an Australian travel company with strong brand values. As the name suggests they target travellers who are adventure loving, fearless and looking for new experiences.
Having figured out their target market, implementing on content strategy was much easier for them. They started with their content website – The Journal which focuses on responsible travelling and off beat experiences.
With a targeted content, the company has successfully built a following of travellers who are aligned with the brand’s value. They have more than 496 K followers on Facebook, 86,000 followers on Twitter and are steadily growing their YouTube channel too.
Here is another example of a company who has invested in a long form regular content in the travel industry. Trivago has a digital magazine called ChekIn.
An interesting point to note in CheckIn is that Trivago is extremely cautious about promoting itself in unrelated articles. The magazine is genuinely helpful mix of articles and videos that are meant to inspire and inform travellers.
There are a lot of content opportunities in travel marketing to play around with. The rising popularity of visual content is good news for travel industry that uses videos and images extensively.
Today’s independent traveller is starving for information and sound advice on new destinations. The examples in this blog prove that knowing your target audience and providing them with required content can take your brand to a whole new level.
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1 month ago on
What Content Marketers can do differently in 2018
Content marketing has emerged as the top marketing activity today. Every business is bullish on content marketing and is investing even more into it this year.
Here is the result of survey conducted by Smart Insights asking 850 marketers to pick the most important marketing activity.
As you can see all marketers are aggressive on content marketing. This has increased the competition marketers face despite great content.
In this blog we will discuss what you can do differently this year to stand out and pull more traffic through your content.
• Long form in-depth Content
There was a time when a decent quality 650 word blog post had a chance to rank on page one on Google. This is not the case now. Ranking high on Google requires quality backlinks, domain authority, time and so much more.
When it comes to blogs, think of long form anchor posts of 1500 to 2500 words. These should be like a helpful guide covering A to Z of your industry or topic.
Anchor posts are blog posts that are the pillar of your site and pull in tons of traffic consistently. Do not expect to get traffic within a month.
It is typical to see your traffic rising after 6 months of posting. Do everything to make your content really helpful for your audience. Use infographics and videos to explain concepts.
Any content which does not make your reader say ‘ Wow! That was helpful’ has little chance to rank in top three searches. This is how you can differentiate your content and rank higher on Google in 2018
• Go niche
Differentiating your content in an already overcrowded web can be challenging. In any industry there will be in- depth blog posts that have been on the web for five years or more.
How can you possibly compete with those pieces? The answer lies in narrowing the focus of your content.
Write about nutrition for dancers instead of writing on general nutrition. Focus on long tail-keywords that will have less competition.
For example, instead of writing on ‘ladies shoes’, focus on ‘office shoes for working moms’. This way you will not only rank higher on search engines but will also attract highly targeted visitors that are easier to convert.
• Semantic Search
Google no more relies on just keywords to rank results. It uses something known as semantic search.
Semantic search takes into account the intent of the searcher.
This means weighing in the context, location, searcher history, language style and device.
That means Google now understands that a user typing in ‘green dress online’ is more likely to purchase the dress online than if she had typed ‘green dresses’.
For marketers this means that they have to be more aware of the context of searchers and conditions under which they are searching. Content should now match situations instead of just keywords.
• Target Google Featured Snippets
There is something better than position one on Google search. It’s position 0 .
You may have noticed that Google also gives the answer to your queries in a highlighted search box above all search results.
This gives the searchers the answers at a glance without having to go to another page.
Ranking in featured snippets increases your traffic and decreases bounce rates. The great news is that you don’t even have to rank number one on Google to be able to feature in rich snippet.
To increase your chances to be featured in a rich snippet make sure your content:
- Has a structured format with sub-headings
- Keep your answers to the point, short and snappy
- Mark up your article with structured data
- Answer popular questions asked
• Explore other formats of Content
Audio podcasts have made a big comeback last year. There are more than 42 million people who listen to podcasts weekly in the US alone.
‘How to’ searches on YouTube have gone up by 70% in 2017. YouTube is also the second most popular search engine after Google.
The trend is clear. Users prefer video and audio form of content and marketers must produce this if they want to reach their audience.
Bringing it all together
Content marketing is here to stay as the most profitable channel to get leads. However, digital marketing landscape is changing continuously and marketers must concentrate on long-form quality content and niche topics to stay at the top.
Understanding Google’s semantic search and featured snippets will help to reach more audience. Lastly, experimenting with fresher format of content such as podcasts and videos will differentiate you from the other content.
Above all, it is important to keep experimenting in digital marketing. New trends emerge quickly and demand agility from content marketers.
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3 months ago on
9 Mistakes to Avoid While Hiring a Content Marketing Agency
Quality content needs continuous effort and time. This is the reason why many companies choose to hire a content marketing agency for it. It’s not enough to publish just any content on the saturated internet anymore. Content marketing needs compelling content to work successfully.
Bad content can actually leave you in a worse place than you started in. It is difficult to re-build your reputation and authority once it is spoilt on social media. Adidas had to face the public heat after their tweet on Boston marathon which unintentionally reminded everyone of the 2013 Boston Marathon Bombing. Adidas recovered with a heartfelt apology. However, smaller brands may not have a chance to recover from a social media post gone wrong with the same ease.
Delay in promised content, website ownership issues, followers database privacy, breached timelines are all real issues that companies face while dealing with content marketing agencies.
We have put together a list of 9 mistakes that companies usually make while hiring a content marketing agency. Read on to avoid them and hire the right agency for you.
1. Not Knowing the Service Team
Sales personnel are usually the first ones to meet you from the content marketing agencies. They tell you about the success they have had with other clients and show you a vision for your content too.
That is great! But who is actually going to put this plan in action? Do you know the team who you will work with? Are they passionate about your growth and will they understand your brand? These are a few questions you must ask before you seal the deal. Many companies sign up impressed with the sales person only to be disappointed with the results of delivery team.
Request the salesperson to put you in touch with the content team and know your content strategist, content writer and SEO consultant by name.
2. Having Unclear Goals
Being fuzzy about your marketing goals is also a mistake that people make. It is better to take your time and think about this before you start hunting for a content marketing agency. Some of the questions to ask are:
- What do you hope to achieve with a content marketing plan?
- What does your brand stand for and stand against?
- How will content marketing fit in your overall marketing strategy?
The final pieces of strategy will of course be put together by your agency. However, these are some of the answers that a content marketing agency cannot just make up. These must come from you. Being unclear on these would be starting on a wobbly foundation.
3. Not Checking for Relevant Experience
It is important to separate experience from relevant experience when it comes to choosing the right agency. It would be a mistake to go for an agency based on its size and popularity alone. Many a times, niche agencies specialize in start up, small & mid-sized brands or certain industries.
Look at the past record of the agency to know the industry and size of clients they have worked with. Also look at the success rate they have had with those clients. An agency who has worked with companies similar to yours will be better able to understand your challenges in content marketing.
Also look at the agency’s own website, blogs and content they produce for themselves. How can you trust a content marketing company that doesn’t market itself successfully through good content?
4. Not Budgeting Time and Resources Required
Many companies think that they can ignore content marketing totally because they have outsourced the work to a content marketing agency. This is far from the truth. Even though your agency will take the task of creating and strategizing content, you still need to account for time that will be required for communications, approval of plans, share references and resources.
Nobody wants a content that does not sound like the voice of your brand and lacks authenticity. Be sure to ask for weekly meetings (virtual if face to face is not possible).
5. Not Having a Clear Written Agreement
Having a written agreement on terms of service and deliverables is important to avoid running into problems later. Make sure everything is written down to the last detail with timeline for delivery.
6. Falling for Impossible Promises
Never fall for agencies that promise to achieve unbelievable goals in a short time. There is no short-cut in content marketing. It requires time for your rankings to go up no matter how good your content is. There is no fixed recipe for viral content, so beware of anyone who promises it to you.
Working with agencies that employ unethical practices (such as buying followers, black hat SEO, keyword stuffing) without creating valuable content can get you red-listed from search engines and other web platforms.
7. Choosing Cheaper Option over Quality
Choosing an agency without checking the quality of content is actually expensive. Cheap content that lacks value doesn’t get you anywhere. You will just end up paying up for content that nobody wants to read.
If you lack the budget for a good agency currently it is advisable to wait until you have one. You can also request for financing options or part consultancy until then.
Paying for content that lacks quality is actually counterproductive and leads to extra work of re-building your reputation later.
8. Thinking of Content Marketing as a Project
Content marketing is an ongoing strategy rather than a short term project. It is not a campaign that you do but a philosophy that you follow. Changing agencies frequently can be damaging for your content marketing plan. Hence, it is important to look for a partner who will be with you for the long-term. This brings us to the last mistake that people make.
9. Not Looking for the Fit
It is important to look for an agency with a cultural fit. We do not mean same regionality or nationality here, but a partner who understands your purpose of business and shares your working values. This synergy helps in producing content that has a strong voice and builds long term trust. Ask yourself if you can trust them as a long term partner before signing up.
When done right content marketing will be a continuous source of leads and revenue for you. Remember that results can take six months to a year to show. So choose your partner wisely and choose them for the long term.
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4 months ago on
How Anchor Content Defines Content Marketing Success
Every marketer is jumping into content marketing to succeed in digital marketing. But why is that out of millions of blogs published every day only few become popular. It is rare that a blog becomes popular on social media and attracts tons of traffic.
Yet, there are some sites that do it day after day. What is it that sets their content apart? The answer is anchor content or anchor text. In this blog we will look at anchor content and why it is the foundation of content marketing success. We will also share tips to create anchor content for your business.
What is Anchor Content?
Anchor content is a piece of content that drives huge amount of traffic because of its uniqueness. It is often a comprehensive guide on a problem that your target audience is looking for. It is well researched and offers an in-depth perspective that no one on the internet is offering.
It attracts lots of visitors because it solves real questions that readers have. It is a piece of quality content that can drive more traffic than hundreds of sub-par blog posts. In this essence it is the cornerstone of successful content marketing.
Why Anchor Content is Important?
Ranking high on Google is difficult enough. This is especially true if you are targeting a competitive keyword. Going head to head with bigger companies that have been posting for ten years is only going to waste your resources. You will need thousands of links to your content before you show even close to top results. Anchor content is the way that can ensure you a place over your competitors.
Getting shares and external links for your content is another task that most marketers fail at.
Moz and Buzzsumo conducted a study of 1 million articles and found that 75% of articles had 0 shares and insignificant number of external links. It is indeed hard to grab attention on the internet where millions of blog posts are published every day.
Your content marketing requires the momentum of anchor content for it to stand out. Anchor content differentiates you among the overload of information that search engines throw up. It earns backlinks as a useful resource and establishes your authority online.
Here are some examples and ideas for anchor content that work for businesses.
Tips to Develop Anchor Content
Type of Content
Certain type of posts gets more attention than others. Step by step how-to posts are great for large number of audience looking for solutions.
People want to quote experts in their industry. Hence, industry experts’ round up interview are other type that gets lots of backlinks.
Statistics and research results are another type that qualifies as anchor content. If you can conduct studies in your industry and publish results, you will have unique content that everyone wants to link to. If that is not possible currently you can always bring all important industry statistics in one post that will be extremely valuable.
For example, we often link to Hubspot’s Marketing Statistics as it is a valuable resource in content marketing industry.
You can also play around with visual media such as videos, infographics and listographics to give a unique twist to your content.
A 2016 study by Backlinko found that the average word count of Google first page result was 1,890 words.
This is especially true for anchor content as it is in-depth information that touches every part of the topic. In general, long form posts do better.
Remember; do not worry about the word count as long as the topic is being covered in best possible way. The value of content is most important.
It is essential to differentiate your anchor content by giving it your own voice. Find a fresh perspective and new angle to the same information that everyone is talking about. Look for an angle to the topic that is not showing up in top results and then write a data backed, long , in-depth post on it.
This is especially true for anchor content as it is in-depth information that touches every part of the topic. In general, long form posts do better.
Remember; do not worry about the word count as long as the topic is being covered in best possible way. The value of content is most important.
Do not be afraid to go against the popular opinions. Opinionated content builds authoritative reputation and are more likely to be shared.
Anchor content cannot be written in two days. It usually requires years of industry expertise and a thorough research of articles currently out there.
In case you do not have an industry expert with required experience (or they are just be too busy to put in the hours) , you can always collaborate with guest bloggers or industry specific content writers. This will also give you the support of their followers and earn links to others blogs.
Similarly, you can contribute to others blogs with your expert content, linking it back to your anchor content.
You can start off with analyzing your current posts to find opportunities for anchor content. What are the posts that get maximum traffic? Which is your most shared blog post?
After putting in so much effort on anchor content, do invest some time in sharing it on social media and running back-linking campaigns for it. Once the post starts getting momentum you will see your domain authority rise and even other content on your site getting more traffic.
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4 months ago on
How Augmented Reality is Changing Content Marketing Experience
Marketers must always look at innovation in delivering their messages. Banner ads are replaced by entertaining and informative video on the internet today. Intrusive traditional marketing has given way to content marketing over the period of time. However, people have become averse to even email marketing, social media and search engine advertising. Users do not want to see ads, they want content that is fresh and interesting.
In this blog we will look at how Augmented Reality or AR is transforming content marketing experiences. The application of augmented reality to deliver content is all set to change how we see marketing messages and interact with them.
What is Augmented Reality?
Augmented reality (AR) is superimposition of video, images, virtual objects onto the real world. AR came into the mainstream last year with the success of PokemonGo. The game unlocked the potential of AR for anyone with a smartphone in their hands.
Currently, all the tech giants and many startups are working on the potential to realize AR. There are more than 336 startups listed under the category on Anglelist. Research suggests that around 2.5 billion AR apps will be downloaded by end of this year. By 2021, mobile AR market alone is set to cross $83 billion in revenues (Source: Digi-capital).
Always the first to try out innovation, marketers are experimenting with the technology to bring novelty into the field. Customers love these experiences as they are new, cutting edge and entertaining. They give audience a memorable and meaningful experience they love to share with their friends. According to Content Marketing Institute, 71% of consumers think that a brand using VR and AR is forward thinking.
How are brands using Augmented Reality?
Brands are using AR for publicity campaigns or to display their products in a personalized and visual context. Check out the interactive AR campaign carried out by Visa in Poland.
Brands are also using AR to allow users to try on their products virtually. This gives users an immersive experience that is exciting as well as functional. IKEA takes the guesswork out of furniture shopping using its AR app. Users can check how a piece of furniture looks in their room before buying it thanks to IKEA Place app.
How is AR changing Content Marketing?
As you can imagine these experiences catch the attention of users worldwide and quickly become viral.
In Pepsi’s London AR campaign, a bus stop was modified to give the commuters unique experiences such as alien abduction and monster attacks. The campaign video went viral and got more than 50 million views across web! The campaign also reportedly led to a 30% increase in sales of single serving Pepsi bottles.
AR campaigns get huge publicity and which is great for content marketing. AR is not limited to just publicity campaigns and product apps, it is also changing how users are consuming content itself.
Many magazines and print ads are using AR interactive print to bring their content to life. Users can scan the ad to see a 3D model or video on their smartphones.
AR is already revolutionizing how content is consumed by in-store retail shoppers. Clothing retailer, American Apparel, has an AR app that allows shoppers to scan products and view its variants, reviews, inventory etc.
Future of Augmented Reality
AR will allow users to choose the format and context of content they want to see. AR is more promising than Virtual Reality (VR) for many companies. Unlike VR which takes users in an artificial world, AR allows brands to tell stories that adapt to the user’s reality while keeping him or her in context.
In future, we can also expect to see AR lens that do not even require a smartphone screen for AR. Scientists are working on eye lens that would project AR objects in our everyday reality. This can only be expected in a distant future though as we are far behind in terms of technology required for this.
Research team lead by Babak Parviz has already tested the lens on rabbits. “I mean, I don’t quite know what the timeline is going to be, but I give it a very, very high likelihood that they’re (AR lens) coming” says Babak Parviz, researcher on display lenses and former Google X director.
The early phase of AR will be used by content marketers to create exciting content as well as deliver usual content in new immersive ways. As the industry matures, expect to see AR as common medium of communication while more products such as AR arenas, apps, lens, etc., are launched to support AR experience.
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5 months ago on
5 Strategies for Collaborative Content Marketing
Some companies have a single person handling their content marketing campaigns. If you are one of them, you’d know that there are certain advantages with respect to the management and control since there is only one voice masterminding everything. However, you would also know that you are not witnessing the benefits of collaboration.
Content collaboration is simple – several people working on the same piece of content. These people could be from within your organization, or industry influencers. In certain cases, content may also be collaborated from competitors.
Now, why do you think collaborative content marketing is beneficial?
1. Resources – Through collaboration, resources can be shared for effective utilization of each other’s specialization. For instance, if you are good at curating images, you collaborate with a person skilled at research and create something that is relevant and interesting.
2. Point of views – When more people work on a particular subject, there are different perspectives and takeaways. This makes the final piece of content flawless.
3. Audience – If you collaborate with industry influencers, your reach in terms of the target audience instantly increases. This makes collaborative content marketing extremely powerful for attracting links and shares.
Collaboration helps you reach out to a larger target audience and improve the metrics of your content marketing campaigns. So, what are the strategies that you must use for collaborative content marketing?
1. Form a great team
In order to have a strong collaborative content process, your team must be qualified and well-organized. The functionality of the team must be clearly defined. Each person should be involved and supportive to enhance the ability of collaboration. The final outcome must have a pool of ideas behind it and not just influenced by the marketing team.
2. Share access and control
Give several people the access to write and edit a piece of content. This may sound unusual since the inputs of several people could just ruin the entire objective of the document. However, on the flip side, it could also help prepare a document that is complete with all the information and ideas required to make it interesting and relevant for the target audience.
3. Make use of technology
Collaborative content marketing involves several people contributing to a particular topic. Managing this inflow can be a little challenging. This means that you need to utilize appropriate tools to organize and streamline the collaborative process.
4. Quote and Mention
This one is extremely interesting and simple. When you write an article, include a quote written by someone else. The quote could be back linked and in case it is by someone popular in the industry, it could just add more insight and evidence, making the content strong. Please note that it is important to let the people you are quoting know about your actions.
5. Spread the information
The best research and content collaboration effort can only reap results when it is shared appropriately. Your marketing team must use the information in a manner that it generates profitable sales. Knowing what consumers would like to read is only answering half the question. The second half is to find the means to disseminate this information in a manner that it finally reaches the end consumer.
According to experts, headlines, subheadings, bullet points must all be effectively used to concisely present the information. It must be optimized, adding value to the time spent by the user reading it.
Collaborative content marketing is easy but an important strategy to remember is that you must create information that is relevant. It could come through inputs shared by experts in different skills. The second aspect is to utilize this meaningful information appropriately by sharing it through the right medium that reaches the end consumers.
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8 months ago on
How to Create a Content Marketing Strategy that Works Best for SEO
High quality content is still the king in online marketing. Most businesses are now focusing on creating more content than ever before. The major thing to note is that the content is used everywhere and influences every other type of marketing strategy; let that be emails, blogs, articles, press releases or even social media comments. A smart content marketing strategy helps to drive more organic traffic to your website.
Pushing out fresh content that keeps your audience engaged is the requirement that helps you score better in SEO. Professional SEO companies use advanced strategies to promote your brand and business.
Let us discuss some points that help you create a content marketing strategy that best describes your business goals.
Know your goals – Before you begin planning, define your goals. Think about how your content marketing should help you meet your objectives such as
- Organic traffic
- Developing brand awareness
- Generating sales leads, and more
Your audience is your asset
Determine your target audience and get to know them. Before you start suggesting topics and creating titles, you need to know exactly what your target audience is looking for.
Knowing your target audience needs will help you to produce more relevant and valuable content. Understand your audience clearly either using Google Analytics traffic report or with surveys. Learning to provide the right content for the right reader makes your job much easier.
There are few more tools that provide insight on your audience’s interests and requirements. Tools include
Answer the Public
The auto-suggest results provided by search engines provide insight for content marketers. When users start typing a word, Answer the Public allows them to link the keyword that relates to their product or service, the people’s queries about the concerned service, and it comes up with a number of search phrases drawn from Google, Bing and other search engines.
Twitter Audience Insights
This latest analytics tool from Twitter will provide marketers with relevant information about what kinds of people are interacting with their brand. The tool offers access to information such as key demographics, interests, lifestyle, purchasing behavior, and mobile footprint, which helps marketers know exactly what kind of people follow their brand and what sort of content attracts them to their website.
Competitor analysis, a great way to reach the right path
Grab a list of competitors, analyze them and understand what makes them different. Realizing your competitors’ strengths and weaknesses, and the opportunities and threats helps to find what exactly your customers are searching for in your industry. This analysis also can discover the most useful keywords your clients may be using to search you.
Quality, a priority
High quality, engaging posts with useful details are likely to get more shares on social media platforms. With top quality blogs and articles, even you can get attention from your competitors or even from other industry who take your company as an expert. Also make sure to choose trending topics that are relevant for your business and include a back link to the source, which helps them to know about your article.
Get familiar with content types
Once you establish goals and your target audience, try to provide content that includes informative data that is of use for your audience.
Useful content types include
- Video tutorials
- Case Studies
- Social media ads
- Email newsletters
Don’t just create content, track them too
Set a goal to publish one piece of content daily, weekly or in alternate days. Don’t just leave the content after publishing. Promote them and track the progress of your content. For instance, if you have posted a blog in Facebook, check how many people liked it, respond to the comments, provide answers if any questions were asked and write a follow-up blog with more updated information. This helps to keep your audience in track.
Editorial Calendar helps
Once you have an idea as to how great content can be created, then it’s the right time to go for an editorial calendar. This calendar, which includes social media posts, audit rates and more, helps to keep track of your content. They are extremely helpful to organize our workflow without any error.
Editorial calendar –
- Provides chance to carefully plan content creation beforehand
- Helps writers to overcome writer’s block
- Allows to keep track of every single post in social media
- Maintain the right track for publishing a well-balanced and diverse content on website
Social media is your friend
Engaging with your audiences in real conversations will bring better results and add more value to your social streams. Know your audience’s priorities as you plan. Focus on what they want to know and not what you want to tell them. Also stay up to date with latest social media changes.
Learn ways to distribute your content
Ways you choose to promote your content is also important. A detailed plan will help. Few suggested ways include
- Using paid ads on social media platforms like Facebook
- Preparing a list of sites and bloggers whom you need to contact, which helps in getting a steady traffic and fresh leads
- Sending Emails and following up them using tools such as Yesware and Mixmax.
Creating a content marketing strategy may be time-consuming, but provide fruitful results for SEO. If you are not that familiar with SEO or content, consider choosing an experienced SEO firm that can work as an extension to your company.
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9 months ago on
How does Social Media Support Content Marketing?
Content is at the centre of all digital marketing efforts. But how do you ensure that your content reaches your readers once it is ready ?
There are many channels to make sure your content is read by the right audience. Email, SEO, Social media, PR, Paid advertisements and videos are some of them. Social media is one of the most important platforms to promote your content. According to CMI 93% of B2B marketers list social media as one of the top five content marketing tactics.
Here is the breakdown of social media platforms used by marketers.
Content marketing and social media go hand in hand. Good content has no value without being promoted on social media. And social media marketing will fail without good content strategy.
Social media should always be a part of the overall content marketing strategy. It is important to ask following questions before developing content:
- Who are we writing content for? Who is our audience
- What social media do they use?
- How much time do they spend on each platform?
- What are the most popular formats for each platform?
Social media is a way to reach your target audience. It is the vehicle which is fueled by good content. This is how social media can support your content marketing:
1. Reach out to the world
Great content is no good if it does not reach people. Social media is one platform where you can promote your content to reach maximum number of users.
Social media has more than 2 billion users currently. Facebook users alone generate around 3.2 billion likes and comments everyday! It is undoubtedly the best platform to reach to large audiences and engage with them. Sharing your content on social media will help you to get more traffic and higher conversions for your website.
2. Let users do the marketing
The beauty of social media is that the users themselves will market content for you. Content that is relevant and timely will be shared multiple times by users. A positive word about your brand on Facebook is seen by other members and builds trust in your brand.
You can also encourage influencers to share your media. Influencers are users with large following and good engagement on social media platforms. Influencer marketing is one of the top content marketing strategies for 2017 and has been successfully used by big companies like Adidas as well as small start ups.
3. Get Real -time feedback
Social media is also a good way to listen to your audience. Many companies use Facebook platform for customer support, feedback and online community of customers.
It opens up two way communication between your business and its users. You can use this platform to generate new content ideas that your readers want. You can also create polls in Facebook to know what your readers want to read about.This will keep your content relevant and responsive.
4. Build a loyal community
Social media also allows you to build a loyal online community that is invested in your business. These community members identify with your brand and share a common purpose with your business (which is why they follow you). You can build a sense of community amongst these users with the right kind of engagement. These are your loyal base of customers who will spread your message in the digital world.
5. Drive traffic
Facebook shares, re-tweets and instagram impressions can get you huge traffic. Social media drives more than 35% of traffic and is the top driver of website referral traffic.
Your shares and posts act as baits to lead to your website and leadpages. Make sure that your blogs and content are socially sharable. You can follow following best practices to maximize the use of social media to drive traffic and conversions.
How to make Social Media work for you
Follow the best practices below to make sure that your social media presence supports your content marketing strategy. Once you get this right a lot of your content marketing and content delivery will be done by your loyal followers automatically.
- Choose the right platform
As mentioned above you must ask yourselves what is the purpose of your content and who are you writing for. Once this is clear you must choose which platforms you must be present on. A B2B business must have a presence on LinkedIn and Slideshare while Vine may not be so important. There is no hard and fast rule however. Figure out your brand personality and your buyer’s behaviors. Different platforms can also be used to portray different sides of your brand personality.
- 4-1-1 Strategy
This is a strategy recommended by Andrew Davis, author of Brandscaping. It recommends that out of every 6 pieces of content shared,
-4 should be popular or interesting content by other influencers
-1 piece should be your own and educational
-1 piece should be sales-related
Again, this is not a hard and fast rule and should be tweaked according to your industry. However, the important point here is to share a lot of good content by other influences. This keeps you social and also gets influencers to notice and remember you.
- Visual Content
Keep your content visual to get maximum shares on social media. According to Kissmetrics photos get 53% more likes and 84% more click-throughs on links than text-based posts. Use infographics, videos and compelling pictures to get to your point quickly. Nobody likes to click on lengthy text on social media. Optimize your photos so that they do now appear cropped or odd on social media.
- Add social media sharing buttons
Use social media sharing buttons on your blogs and sites. You can also insert tweet text in your blog. Use plug-ins to add these to your site. Ease of sharing will make a big difference to your share number as 51% of users access web on their phones.
- Current topics
Use tools like Google Trends and Buzzsumo to find out topics of conversation on social media. Keep your topics relevant and fresh. You can use industry events, sports tournaments or political elections to spike interests in your posts. Keep your posts focused rather than generalized for most part.
- Listen to your audience
Keep a close eye on your social media accounts. Closely monitor the likes, comments and feedback. What are the posts that are doing well? Which platform drives maximum engagements and why? Learn from your experience and continuously improve your content marketing strategy accordingly.
Social media is where you promote your content. It is an important part of a content marketing process and cannot be separated from it. In fact, introducing your content before your target audience would be difficult without depending social media platforms.