In a Content Marketing Slump? Spice up Your Program with These Tips

How can you turn out haute cuisine content on a fast food production schedule?

Your content team—especially if it’s a team of one—can be on the hook for creating a vast quantity of content. Between sales enablement, eBooks, white papers, and blog posts, it can be overwhelming.

The temptation to churn out uncreative but passable content is hard to resist, especially if you’re behind on the editorial calendar. This kind of rushed content can lead to each piece having a same-y feel—same format, same voice, same structure.

Not only is bland content hard for your readers to stomach, it’s not particularly inspiring to create, either. If you’re feeling like a short order cook instead of a celebrity chef, try these tips to spice things up.

#1: Freshen Up Your Research

A great content marketing initiative starts with thorough customer research. When you started your strategy, it was based on solid intel intended to help you create best answer content. Research shouldn’t be a one-and-done proposition, though. It’s important to keep evaluating, optimizing, and adjusting.

If your audience is unenthusiastic about your content, it’s time to refresh your research. First, see how your published content is performing. What’s resonating with your audience? How can you expand on the topics that are getting the most attention?

Then, revisit your sources for customer information—everything from Google analytics to customer surveys. See if there are questions that still don’t have answers. Or better yet, look for opportunities to answer questions they haven’t asked yet.

#2: Find a New Point of View

Ever feel like you’re repeating yourself in your content? Ever feel like you’re repeating yourself in your content? It’s understandable. You have the same team writing content to support the same solutions with the same talking points—at some point it’s going to feel repetitive.

So if you ever feel like you’re repeating yourself in your content, seek out new voices in your organization. Interview someone in sales, someone in customer service, someone in the C-suite. Sit down for a face-to-face if possible, and record audio for a podcast or create a video at the same time. You’ll end up with a fresh take on your content, a new authentic voice, and a spot filled in the editorial calendar with minimal effort.

#3: Balance Your Funnel

Part of a solid content strategy is developing content for the entire marketing funnel:

• Attract content has broad appeal (while still being relevant to the target audience). It seeks to gain attention and define a problem.
• Engage content is for people who are already aware they have a problem. It seeks to educate and entertain, while promoting the idea that the reader needs to take action to solve their problem.
• Convert content is for those who are committed to solving their problem, and focuses on why your particular solution is the right choice.

Frequently, marketers feel pressured to write the bulk of their content for the Convert stage, as that content links most directly to revenue. But the majority of content consumed is in the Attract stage—so it makes sense to create great top-of-funnel content with clear next steps.

Conversely, if you find your content is getting a lot of social media love and pageviews, but it’s not translating to revenue, you may be missing the middle or bottom of the funnel. Balancing out your content load to cover the entire funnel will help guide customers to a purchase decision, while adding much-needed variety to your content offering.

#4: Change Up the Format

If your content is solid but is failing to inspire engagement, it may be the structure, not the content, that’s the problem. Try changing up the format: If the white page isn’t getting traction, distil the main points into an infographic. If the podcast is failing to connect, transcribe it into a blog post or add a visual element. If your blog posts are a snooze, add some fun images.

If you can serve up a variety of creative content forms, you can keep your audience engaged (and stave off your own boredom, too).

#5: Let Your Customers Do the Talking

Study after study shows that modern buyers want content that is authentic and transparent, like a handmade artisanal window. It’s definitely worth bringing your unique human voice into the content you create. But one of the best ways to create truly authentic content is to let your customers do the job for you.

The traditional case study is one way to go about it, as long as you give it a compelling narrative. Case studies can get too by-the-numbers if we’re not careful: “Customer had problem. Customer got our solution. Customer saw results.”

Focus on the people behind the story, instead: “Bob has a degree in Library Science. Now he’s ordering supplies for an oil rig. Lives are on the line if he gets the wrong brand of toilet paper.”

Letting customers tell their own stories works even better than case studies. You can use a custom hashtag on social media to collect submissions, then offer recognition and praise to anyone who submits a story. If your brand has a presence on visual sites like Instagram, you can quickly gather enough photos and stories to make a truly compelling blog post.

Variety Is the Spice of Life

With the sheer volume of content most marketers are called on to produce, it’s easy to get stuck in a rut. If you feel like your content is turning bland, add spice: pepper in fresh research, ask your co-workers for sage advice, gingerly experiment with new formats, and curry favor with customers for user-generated content. With these five tips, you can have a tastier content mix in no thyme.

By Joshua Nite

Article Source: http://www.toprankblog.com/2017/02/content-marketing-program-tips/

WHY YOUR FRIENDS AND FAMILY DON'T CARE ABOUT YOUR BUSINESS VENTURE

Have you experienced this? How have you tackled it? I personally try not to engage in conversation about my business ventures with friends and family. I let the results speak for themselves as I don't like to deal with the negativity and scepticism. Once they begin to see my success, they come to me with a bit more interest and some have even asked that I show them how to do it for themselves! I'd be interested to hear your advice as I'm sure many of us have experienced this at some point. Leave a comment below.

5 Killer Tactics to Increase Your Blog Traffic

We’ve all been there. We’ve hit publish on our latest blog post and expected the comments and shares to start rolling in. But instead we get… nothing. It seems that no one has even seen our beautiful article, let alone read it. A piece of tumbleweed seems to blow across the screen and it feels so lonely out there on the World Wide Web…

I see this phenomenon happening all the time with company blogs, and it’s not hard to see why. In most niches you’ll be competing with hundreds of other blogs for the attention of the same few readers, and to stand out you’ll often need to produce something truly exceptional. Making great content can require serious time and money, but as Rand Fishkin shows in this Whiteboard Friday there are many tactics out there that anyone can use to improve their blog readership.

Today I want to follow on from that post by sharing five more of the smartest tactics I’ve read recently around the web. None are hard to implement and all could have a significant effect on your traffic, links and shares. So let’s get started!

1. Share More Than Once

This first tip comes from Garrett Moon, who suggests in a post on KISSmetrics that companies aren’t sharing their blog content nearly as much as they ought to. Many of us have the mentality of “share once and forget”. We publish something on our blog and distribute it across all our social media channels once. But what about all those people who missed that initial communication?

A much better solution is to share each blog post multiple times, depending on the platform, in a timely fashion. For example, you might tweet, Facebook share and Google+ you article as soon as you hit publish. Then a day later you might want to tweet it again. Perhaps the following week it’s time for another Google+ share, and so on.

In his post Garrett shows how you can easily double your traffic from social media in this way. Check out the handy visual they put together:

Image credit: KISSmetrics

Some marketers would call this spamming your audience, but I would say it’s more like giving them the value you’ve promised them. Even Rand in his Whiteboard Friday mentions how he will tweet a post he wrote months if not years ago, just to remind people that “this still matters”. No one notices every little thing you do online, and by sharing more than once you’re just making sure no one misses anything.

However, you should definitely make sure not to publish the same message on social media more than once, as this does comes across as spammy. Instead, deploy a range of different tactics to catch your reader’s attention. For example, if you wanted to tweet this blog post you could try…

Tweeting the title:

Posing a question:

Quoting the author:

Or citing a fact:

Happy sharing!

2. Get Influencers to Write for You

This is an excellent tactic from Matthew Barby. If you really want to grow your audience, the key is to get influencers to write for you. This means reaching out to the bloggers in your niche with the largest social followings and the ability to write consistently excellent stuff, asking them to become contributors.

By getting these guys and girls involved, you’ll not only be getting exceptional content for your blog (content that will hopefully earn you links and shares); you’ll also be getting access to a powerful distribution channel in the form of the influencer’s social network.

Of course, unless your blog is super prestigious you will probably need to pay these bloggers to write for you, and you should definitely specify as part of the arrangement that they share the posts on social media. That being said, I think this option makes so much more sense than hiring a “general purpose” content creator.

As well as payment, you could also offer bloggers the following perks:

• Offer to share content on their own site (but only if you have a large social following)
• A link back to their website from every post they write for you
• Give them free use of your products or services

Working with influencers is a fantastic way to improve blog readership. A nice bonus is that often these guys write for other big media sites as well, so they may be able to link to something they have written for your blog from a third party site in the future.

For more information, check out Matt’s comprehensive guide to finding influencers using Social Crawlytics, BuzzSumo and Followerwonk: The Power of Authors and Content for Link Building.

3. Feed the Hummingbird

Out to Razvan Gavrilas of cognitiveSEO for this one. In the Hummingbird era, there are opportunities to optimise your content for synonyms that many bloggers are missing. For years now Google has been ranking synonyms in its search results. So, for example, if I search for “SEO agency” I will also see results for “SEO company” and “SEO services” highlighted in bold:

What is interesting is that since the Hummingbird update, a page optimised for “SEO company” can rank for “SEO agency” even if the keyword “SEO agency” doesn’t appear anywhere on that page (i.e. in the source code) or off the page (i.e. in anchor text, co-citation or co-occurrence). See Razvan’s original post for more detail.

However, the page optimised for “SEO company” would rank a whole lot better for “SEO agency” if it also actually contained the keyword “SEO agency” somewhere. What this means for marketers is that we can get some quick and dirty wins by making sure our content is optimised for important synonyms as well as for the main keyword.

For example, if I were to write about “New York coffee shops”, I might also make sure to include the synonym “NYC cafes” in the text. I’m sure I would rank for “NYC cafes” anyway thanks to Hummingbird, but by explicitly including this keyword I could give myself a cheeky ranking boost.

The simple process is as follows: find the synonyms of your targeted keyword (using Thesaurus.com if necessary); identify the ones with high search volume using Keyword Planner; finally, make sure to include them in your content. This isn’t keyword stuffing. It’s about helping people find our content who are searching using similar but not quite exactly the same keywords.

There will come a time when Hummingbird understands what we have written and there will be no influencing rankings. But it’s not quite there yet and for now we can help the algorithm learn to be more accurate by creating the correct semantic relations in our writing.

4. Get Your Tweet Text Right

Hat tip to Ross Hudgens for this one. It’s really important to make sure you have your default tweet text optimised to encourage users to click on the link and follow you on Twitter. A survey by Siege Media found that a massive 73% of company blogs weren’t taking advantage of this technique.

So what does optimised tweet text look like? A simple best practice solution would be to include the post title, URL and your Twitter handle like this:

Among the common mistakes people were making were including the entire title tag instead of just the post title, which takes up valuable space and dilutes the message:

Using a generic message like “Currently reading on the @VerveSearch blog”, which doesn’t give the reader any information as to what the post is about and doesn’t encourage them to click:

And mentioning a Twitter handle that isn’t relevant to the article, meaning that people probably won’t follow your account:

So optimise your default tweet text so it includes the post title, URL and your Twitter handle, and watch your Twitter referrals roll in!

5. Repurpose Your Content

In the Hummingbird era, I’m a firm believer in writing fewer longer posts rather than frequent shorter ones. I definitely think this is a better use of one’s time (in terms of getting links, traffic and shares) than blogging daily and simply regurgitating in 600 words what’s already out there. 

In the SEO industry, for example, stand out content tends to involve case studies, new experiments, research and opinion pieces (take a look at what I’ve been linking to in this article). But how do you generate traffic while you’re researching your next big piece?  

The answer is to repurpose your existing content by transforming blog posts into other content formats. Each of these new pieces could then be uploaded to its own separate channel, where it would be seen by a new audience and help to generate more traffic. For example, you could turn a blog post into:

• a podcast: record yourself reading your post aloud and upload to iTunes 
• a screencast: record yourself doing something on-screen, add a voiceover and upload to YouTube
• a slide presentation: create a slide show out of your post and upload to SlideShare
• a ebook: turn a series of posts into an ebook, which is available to download as a PDF for a tweet
  

This is just scratching the surface. There are many other ways to re-skin your content and you will also find a host of niche-specific content formats. For example, in the travel space Jauntful helps users to create their own personalised maps containing their favourite things to do in an area and can be uploaded to its own dedicated platform.

It makes perfect sense to want to repurpose your content after all the effort you’ve put into creating it in the first place. Just remember to always add value by making each piece more digestible and easier to understand than its predecessor.

Further reading: The Ultimate Guide to Repurposing Content by Kevan Lee

Summary

Obviously there’s no substitute for producing great content (yawn) but I hope this post has shown that there are many other ways to increase blog traffic independent of the content itself.

Most of these tactics are simply about squeezing the most out of what you have already. So in terms of sharing, you can make sure you post more than once and optimise your tweet text. In terms of SEO, you can ensure that you’re Hummingbird-friendly (in a natural and non-spammy way, of course). And in terms of strategy you can make sure that influencers write for you and that you come up with smart ways to repurpose this material.

If you’re currently running a company blog that no one cares about, I hope these tips can help put a smile on your boss’s face. But most of all, I hope you never have to see the tumbleweed or feel that lonely again.

By Matt E Lindley

Article Source: http://www.vervesearch.com/blog/5-powerful-tactics-to-increase-your-blog-traffic/

What an interesting read, guys. What are your thoughts? Have you employed any of these strategies? Maybe you have some different strategies of your own that you've found have worked really well? Feel free to share your own insights in the comments.