Friday the 13th is upon us again, so let's take a look at some content marketing tips that can take your marketing from scary bad to scary effective from a favorite post of ours that originally ran Feb. 13, 2015.
Some Italian-Americans have heard tell from their ancestors that the number 13 is lucky. While possibly not of that heritage himself, Sandeep Sharma writes "13 Essential Content Marketing Tips to Convert Website Traffic into Sales" that are summarized here on this "lucky" Friday the 13th.
In a post published on JeffBullas.com on Jan. 13, 2015, which had 13 comments on Feb. 6, Sharma writes:
1. Quality Content Matters. Google likes it.
2. Avoid Repetition. Be different from your competitors. Consumers find it refreshing.
3. Balance Education and Selling. "You can write something like how to choose a perfect outfit for a glamorous office party and within the content," Sharma says, "you can include some links of semi-formal dresses your online store sells by keeping a short message like—XYZ store has an amazing collection for such parties."
4. Pick Customer-Attracting Content. Research what competitors are posting, do keyword research and ask existing customers what interests them.
5. Variety Matters. Try infographics, memes, videos, case studies, blogs and press releases.
6. ID Problems, Then Solve Them. Be perceived as a voice of authority.
7. Pick Appropriate Social Networks for the Business. This involves research to determine which networks offer the best ROI.
8. Create Strict Content Guidelines. Google weeds out low-quality, poor-performing content. "Creating strict editorial guidelines around your content in terms of grammatical rules, tone, style, topic and pitching messages is extremely important if you want to please search engines," he writes.
9. Create Two-Way Conversations. Comments add SEO, as well as value to the business.
10. Have a Content Strategy for Each Social Network. "You can't just post photographs of your [jewelry] business on Linkedin or tweet a 'How to select [jewelry] for wedding' on Twitter," he opines.
11. Use SEO. Do link to previous related posts, don't keyword stuff or clutter the layout.
12. Improve Engagement. Allow visitors to comment on and share the content.
13. Track Results Via Audits. Use analytics to evaluate how well the traffic is performing. Bounce rate, time on site and page, pageviews, pages per visit, engagement and the time and frequency of visits can all help marketers figure out what content to write, when to publish it and more. As for SEO, Sharma suggests: "Analyze where you stack up when it comes it "Page Authority," "Page Ranking" and linking root domains." Track the number of leads and which leads turn into customers. See if customers keep coming back to read certain content.
How lucky is Friday the 13th for marketers?
Please respond in the comments section below.
Need more than 13 tips? Learn even more about the convergence of technology and branded content at the FUSE Enterprise summit.