Worldwide Holidays or Events for October 2012
Oct
1, 2012
Child Health Day
Oct 8, 2012
Columbus Day Observed
Thanksgiving
(Canada)
National Children's Day
Oct
9, 2012
Leif Erikson Day
Oct 16, 2012
National Boss
Day
Oct 20, 2012
Sweetest Day
Oct 24, 2012
United Nations Day
Oct 26, 2012
Islamic Eid al-Adha
Oct 28, 2012
Mother-In-Law Day
Oct 30, 2012
Halloween
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Editor's Comments
Barry Scott -Digest
Editor
Customer service is as important to an Internet Business as it is with any office or store front business!
It may be even more important. After all you are not dealing face to face with anyone and you have their email so you can write back when you are ready right? Wrong! I don't want to go on a big rant here, but trust and service are vital requirements to the sale or your future sales. Now you may not be able to promise lightning service in returning questions or comments or offer 24/7 service, however give them a sense of security which will build trust.
Use a 24 hour response time to respond, the quicker you respond of course the better, an internet viewer loses interest faster than any other.
As always and feedback or questions are always welcome, just click on my name below.
Sincerely, Barry Scott Editor
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Better SEO Through Content Marketing
By Scott Fasser, Director of Customer Experience at Optify
Search Engine Optimization (SEO) and Content Marketing are two critical
components of inbound marketing and have moved beyond siloed visibility tactics
to an integrated strategy to drive high quality visitors and prospects to your
website. These are critical components of a company’s core messaging and
dramatically affect how these messages are portrayed to bring the right visitors
with the highest chance of becoming customers.
Your content marketing strategy will provide the biggest boost to your organic
search visibility if you follow these four rules:
1) Know your key personas - intimately
2) Write to all stages of the buy cycle
3) Talk outside-in vs. inside-out
4) Write in the same direction
Know Your Key Personas – Intimately
We all know how important it is to know your customers, core audience and key
personas. This insight influences product development, customer service, sales
close rates and marketing. This applies directly to the content you create –
especially for B2B companies – who usually have a limited content creation
budget (time or dollars). The clearer the picture of your personas are, the more
targeted your content creation will be resulting in higher quality visitors that
are closer to your ideal prospect.
In order to make the persona work actionable for your keyword and content
strategy, we answer the following questions for each persona:
• What are the main types of business problems the persona typically needs to
solve?
• How does your product or service provide solutions to these problems?
• What are some specific tasks the searcher wants to accomplish?
• What are some sample search queries the persona might use?
• What can the site provide that will cause the searcher to accomplish this task?
• What is your business goal for the visitor? Lead gen? Newsletter sign-up? Demo?
• How will the searcher be motivated to complete this business goal? i.e.,
what’s the offer or incentive? What is the call-to-action?
With this intimate knowledge of your audience in hand, you can craft more
relevant keyword and content topics. The following is an example of the matrix
we build for each key persona to help develop keyword and content strategies:
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Write to All Stages of the Buy Cycle
A lot of B2B websites build content around their brand and products/services. Obviously, this is super important when people discover your brand to move prospects towards a lead and sale. However, this focus leaves out the much larger potential audience (your Key Personas) of those who don’t know your brand and are looking to solve a problem, looking for companies that are in a category or are comparing other brands for consideration.
Here are the four main stages of the buy cycle to build content for and the appropriate types of format for each:
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Today’s B2B websites must
get out of the role of simply a glorified brochure for
the company’s products and into the role as the
authority in your industry. This is the best way to
achieve organic visibility success. Writing to all
stages of the buy cycle helps you achieve this.
Talk Outside-In vs. Inside-Out
How you talk about yourself and market yourself,
dramatically impacts how well you are found via organic
channels – especially SEO. If your website is driven by
a brand perspective that creates new phrases to describe
what you do that is unique to your communication, you
are not creating a true differentiation in your product,
but new words to describe something that prospects don’t
understand. If you have a large marketing budget to
create searches for these new words, great. But most
companies – especially smaller companies – don’t have
this luxury.
We see examples of this tension between what the brand
marketers tend to want – unique concepts to describe
their positioning – versus what the direct marketers
tend to want – clear language the speaks to the category
and specific solutions that are high traffic search
terms – at all types and sizes of companies. Here are
two examples:
A major marketing automation company has positioned
themselves as a provider of “Revenue Performance
Management” software. This term could mean many
different things to different functional perspectives,
but the core term for this category of service is
marketing automation. “Revenue performance management”
has about 590 searches in Google in North America per
month while “marketing automation” has 14,800. This
tells us that marketing automation is a better known
term and more people are looking for this type of
solution than “revenue performance management.”
Another recent example is an agency that describes their
custom content management system as a “publishing
strategy” capability. They rank very well for the phrase
“publishing strategy” but have had zero visits from the
phrase because very few people are searching for it
whereas content marketing is a very hot topic right now,
has a much higher number of searches and fits the
agencies core capabilities very well.
The lesson here it to review your current and future
messaging from the point of view of a persona that does
not know about your brand, focus on true differentiation/value
proposition and create content that they will understand
without needing an explanation. Finding that balance
between pushing new concepts and terms vs. serving the
market where it exists today is an important input into
your content marketing planning. |
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Write in the Same Direction
Content creation and SEO is no longer
limited to the marketing department and copywriters. Blogs,
social media, press releases, video, podcasting, etc. has
created a plethora of ways to easily publish content to your
company and other industry related sites. Profiles on
Facebook, LinkedIn, Twitter, SlideShare, Pinterest, Google +
mean that there are MORE places to fill with content. All of
this communication impacts your brand and visibility –
positively or negatively.
One of the most important things you can do to amplify your
content strategy is to get as many people in your
organization to understand how their work can impact the SEO
program and what they should to contribute. By giving them
the education and the game plan for what key messaging and
keywords are reinforces the central promise of your business.
Here is the approach we have found successful:
• Get executive sponsorship to back your SEO/Content
initiative. Without a strong top-level executive supporting
this process, you will run into major barriers. Assign
someone in marketing as the leader of the effort.
• Assemble a tiger team of people from different parts of
the organization including: Marketing, Editors, Web
Development, Social, PR, Sales and Executive. Include them
in the persona development, keyword recommendations and
content strategy development process.
• Build a list of blog, article, whitepaper and webinar
topics that align with the keyword strategy. Create an
editorial calendar that aligns the proposed topics with
keywords. The team leader should manage this list.
• Open up the opportunity to become an official company
blogger to the greater company. There are many people in
your organization who are currently writing or would like to
write and boost their own profile. Each one of these
individuals also has their own social network that they can
publish to when they write.
• Baseline metrics around organic visits, engagement, leads/business
goals by source, size of social networks, track individual
story syndication, etc. This topic alone is an entire
whitepaper!
• Meet with the greater blog team monthly, review results
and celebrate those who have seen the most engagement and
syndication (we give out Amazon gift certificates). • Rinse,
lather and repeat. Organic visibility through content and
SEO must become part of your company DNA to be successful –
it is NOT a one and done project.
It’s a Marathon, Not a Sprint
Changing the core messaging and approach to
content creation is not easy. The larger the organization,
the more challenging it is to get approval and buy-in to
build a sustainable content marketing program that will
significantly move the needle in SEO. However, once the
process is defined and rolling and you start to see the
results, this type of marketing will be the foundation for
sustaining and growing your business for years to come.
About the Author: Scott Fasser, VP of
Customer Experience at
Optify
has over 20 years of experience in launching products in
diverse industries such as online marketing, digital media,
e-commerce, and electronic entertainment at companies such
as Optify, RealNetworks, Domain Strategies, Amazon, Avenue
A, and Sierra On-Line.
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