How To Structure A Killer Content Marketing Campaign

Content marketing is an art, of strategy, planning, analyzing, and following through. Content marketing is about connecting to your audience, through a story, educationally, informatively, and by being entertaining, all while focused on an end goal, for both of you.

In this post I’m going to show you how to lay out a killer content marketing campaign, from beginning to end, in a way that I use at SimpleTiger to achieve huge growth for our clients. For related tips about SEOinbound linking strategy you can check the interview with the top SEO’s from Philladelphia community.

Let’s get started, shall we?

1. First answer these three vital questions

First and foremost you have to answer three questions to give yourself direction in your content. You have to know where you’re going, before you get started, otherwise you’ll just be wading through an aimless sea, and going nowhere fast.Before you start any content marketing effort answer these three quick questions:

What are your goals for this content?

What are your visitor’s goals?

Where can you focus your efforts to achieve both ends?

Pretty simple right? Let me break it down for you.

What are your goals?

What are you trying to achieve? Are you trying to get more clients? Are you trying to get more email subscribers to follow up with with other promotions? Are you trying to get more inbound links to rank higher for a certain key term? What’s your objective. Simplify this, this will be your focus for the entirety of this content’s lifetime.

What are your visitor’s goals?

What is someone who will come across this content trying to achieve? Who would benefit from this? Is it someone looking for information, or just trying to be entertained? Once you know what they want, who are they? What do they like? What are they like? Where might they frequent on the web? What is their little silo of the internet that you might be able to tap into? What blogs do they like? What social media communities do they like? Figure all of this out, this will be how you reach out to them.

Where can you focus your efforts to achieve both ends?

If the visitor is more likely to connect to something purely visual, this is great information to have. This means you shouldn’t build out a blog post for this specific piece of content, but instead possibly build an infographic, or a slideshare deck. Figure out the medium to tell your story best, figure out the perfect story to connect to the viewer, and figure out how you can connect the content to them.

Even though content marketing is basically a piece of SEO, don’t leave it to search engines to do your work for you. The best way to guarantee your presence in search engines, is to proactively seek out these interactions that will in-turn grant you the links, shares, and visitors that search engines will reward you for.

 Determine where you’re at

Simply speaking, depending on where you’re at you could have resources at your disposal that could make this entire process so much easier, or potentially not. This is information that you need to know though, and to be familiar with moving forward so you’re not leaving any free fruit up for grabs.

There are three parts to this, simple in nature, but can be huge in promoting your content and taking advantage of information so you don’t repeat potential problems in the future.

If you have any previous content on your site, of any kind, do an audit and figure out what works the best. There are plenty of resources on content audits, the basis is to figure out what works best for your audience, and what you’ve done in the past that has connected the most, and where.

Audit your competition, and keywords. Using tools like BuzzSumo and Open Site Explorer take your top competition (online, you don’t need to focus about offline competitors) and analyze them to see who has been linking to them, what media outlets have been mentioning them, who the authors of those posts were, and what posts they’ve had that got shared the most throughout your community.

Find out where the juice is flowing from, and why. Basically you just need to know where all the influence and buzz is coming from in your community. Is there a single social media group that has a massive presence?

Is there a forum that has specific resonance with your audience? Is there a blog that has a ton of sway with your potential customers? All of these should be taken note of and closely examined and engaged with to try and create opportunities to contribute or give information to.

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How Google Panda Affected Website Creation

Aside from penguin, panda is one of the most common terms in search engine optimization.But if you’re looking for an in-depth look at the algorithm update, its attributes, how it affects websites, and how you can use the update to your advantage – well, if you hadn’t stumbled upon this page, you’d be searching for quite a while.

This is your complete guide to understanding Google Panda and how it affects the stages of website creation. If you plan on receiving organic search traffic from Google (or you already are), make sure to read all of the way through so you’re not penalized – as you’ll see below, most of the time, a Panda penalty is permanent.(If you have been hit with a penalty for Panda, contact an SEO professional today for a no-obligation on-site SEO audit.)

Origin Panda Updates & Refreshes
The original Panda
Google originally rolled out Panda in early 2011 for US-based sites. More than 12% of queries were affected – almost double from the last major update prior to Panda. Google had made a brief announcement in January of 2010 describing their plans to address low-quality content, but few thought the impact would be so widespread.

Originally, the update targeted only sites with low-quality content. If you have ever stumbled upon an article, started reading, and found that the information was completely generic and utterly useless… that’s what we call low-quality content.

These types of sites pump out content that can rank for a keyword with minimal SEO effort due to lack of competition. When search engine traffic lands on their useless content, the hope the users will click through to the ads on the page – sometimes directly from Adsense.

But that’s pretty much the only goal. There is no focus on user value or retention what-so-ever. To the lazy, profit-driven webmaster, these sites are easy to build, easy to populate, and easy to monetize. To users, they’re terrible – and annoying to stumble upon in the search results.

As such, Google made a huge leap to eradicate them. After the initial 12% surge, the madness didn’t stop, though – not even close.

Scraper Update
Just a week later, Matt Cutts (who has since retired) confirmed suspicions that another update to Panda had rolled out, called the scraper update.Scraping has many different connotations in the SEO world – in this case, the reference was aimed at those annoying, poorly-designed websites that literally do nothing but copy other websites word-for-word. We still see them sometimes in 2015 (especially in niches like lyrics), but it was a lot more prevalent way back in 2009 and 2010. You would search for a keyword, only for the first five results to be completely the same from one another – it was infuriating.So, the scraper update eliminated most of these problems – nowadays, even if you’re pulling from a RSS feed by legitimate means, displaying that content on your website without the proper SEO formatting can result in a penalty.

Farmer Update
Danny Sullivan of Search Engine Land had discovered a reference to the next update being referred to as the farmer update– but Google said that the update didn’t explicitly affect content farms. The reasoning behind this was the potential to offend partners of Google – if a website was penalized during this update, it would be dubbed a “content farm”, regardless of quality. (You’ll see a little further on that some legitimate sites were penalized, making this a very smart precaution for Google to take.)

But by and large, most of the sites to get hit by the farmer update did deserve it.One such example is eHow – though eHow had plenty of in-depth guides, some of them were completely useless and composed entirely of garbage filler content. There would be “guides” for topics that made no sense, and the “advice” was a bunch of feel-good nonsense.Sites like eHow were hit by the farmer update to Panda. Many more were, too, as this problem of content existing but providing no value was very widespread. We’ll go over six big-name examples in just a second.But first, here’s how Panda continues to plague webmasters to this day…

Panda Refreshes from 2011 – 2015
There hasn’t been another update since the farmer update, but there have been plenty of refreshes, which is the Panda algorithmic update being rolled out to a larger percentage of keyword queries. In essence, this means that even if a content farm does exist, it can be hit by the new refresh. And if a new content farm pops up in between refreshes, it will be hit, too.To date, there have been over twenty refreshes, usually occurring a few months in between each other and sometimes emphasizing certain types of sites, such as gaming or lyrics sites.

The impact of Panda
Throughout the years, Panda has solidified its reputation as the most fatal algorithm update because of the enormous and permanent effect it had on a variety of web-based businesses.Let’s go through six interesting examples of Panda in action, explaining what these sites were doing, why they got penalized, what they tried to do to fix it – and of course, if they finally succeeded. (Most didn’t.)

How To Do Market Research For SEO Using Search Data

We often think of search as a direct marketing channel (and it’s a great one) but it’s so much more than that.A Search Engine is a database of intentions – and the data that search engines release to us can be some of the best market research and planning data available.With this process you can map search demand in your markets, and understand how to use search volume data for market intelligence and insight.

Now, no matter the vertical your business is into, it is crucial that you know what your target market looks like before diving in and planning your SEO strategy. By the end of this article, you’ll know how to exploit data so that it drives revenue to your business.

Mapping Search Demand in a Vertical

As with any SEO-drive process, you need to begin with some quality keyword research. You’ll want to start by gathering an extensive list of keywords that represent searches in the vertical you are looking to dissect.

To start your mapping research, use this process:

Brainstorm a Seed Keyword Set

The best SEO tool is always – and will always be – your brain.

Put it to work , and start brainstorming a list of relevant keywords.

For example, let’s say we’re working with a company in the mechanical keyboard space. Mechanical keyboards are very loud, high-end keyboards. They’re tend to be very popular amongst programmers, writers, gamers, and other folks with serious keyboard needs.

For this assessment, we’ll start with terms like:

Mechanical Keyboard – a generic head term, and

Cherry MX Keyboard – a base product term.

And some other terms closely related to them.

Expand Your Set Using Google Suggest

Next, I’ll expand your list with Google Suggest.You can just use Google itself, or you can save some valuable time using some of the most popular autosuggest web apps like KeywordTool.io or Ubersuggest.

Expand Further and Gather Keyword Data with Term Explorer

One of my favorite new SEO tools is Term Explorer. This tool enables you to both expand keyword lists,  gather search volume, and get competitiveness data. It is an excellent market research tool.I’ll drop keywords from my previous exercise into TE’s Bulk Keyword Tool (a research and autosuggest engine capable of grabbing search data on up to 90,000 keywords) – so it will go out and find more relevant keywords in addition to our seeds.

Now Add in Brand Modifiers

While search marketers are typically primarily concerned with non-branded traffic, or brands and modifiers, in many scenarios )especially ecommerce) it’s worth adding them into your keyword research to get an understanding of how their volume compares to that of non-brand terms.It’s also helpful to take a look at these different brands in Google Trends (especially if you can niche down to the product level), to get an idea of who’s growing and who’s not:

Now to Analyze The Volume and Trends

Now let’s do some analysis, and hopefully gather some insights.To get all the data you’ll need you will want to pull down everything from Term Explorer’s keyword analysis tool, and throw it into Excel (or Tableau, or R, or Python, or your favorite data visualization tool).You can use whatever you’d like – I’ll use Excel for simplicity in this example.I’ll go ahead and copy and paste it all into a table so I can pivot it later.

Additionally, I’ll want to go ahead and add a “type” column, referring to what sort of search intent is behind the keyword phrase.In this case, I’ll add:

Brand (for searches referring to a specific brand)

Usage (for searches like “Mechanical Keyboard for Programming”)

Comparison

Features

Informational

Switches (in this case, a category unique to the space, but if there’s a certain attribute lots of people search for, make it it’s own category.)

Now if you’re a search marketer, you’re probably already plotting how to use this data.  But let’s start by using some basic visualization techniques to get our head around what people value in the Mechanical Keyboard space.Let’s start by looking at switches. Different mechanical keyboards have different types of switches, each with their own pros and cons.

I’ll pivot my table into showing only switches, and then take a look at the volumes for each with a simple bar chart:As you can see, blue switches are dramatically more popular than brown switches, which are more popular than red switches, and so on.Now this information is tremendously useful in conventional SEO campaigns – after all, if there’s no search volume, there’s little to optimize for – but it’s also useful for:

Inventory analysis– what should we order, especially if we don’t have historical data to draw on?

Merchandising– Which swit

ches should be at the top of the switch page? Probably the blue ones. Using search volume analysis in parallel with traditional techniques like market basket analysis can give you new insight into how to merchandise your site/store.

Offer Creation – Knowing that blue switches are 4X more popular than red switches is a valuable insight when you’re creating campaigns, give-aways, social media updates, and more.

SEO Errors of E-Commerce Websites

In the world of E-Commerce websites, you’re going to be dealing with a lot of different variables. As a result, you aren’t always going to find it easy to manage your page – and that’s okay. In order to make the most out of your E-Commerce project, you’ll have to focus a reasonable amount of your time towards the SEO aspect of it all. In order to https://www.login4ites.com/put your best foot forward, it’d be ideal for you to try and minimize the amount of SEO errors you’re dealing with.When I say minimize, I pretty much mean “try and completely avoid them!”. SEO errors aren’t going to benefit your website in any way, shape or form; that’s why there are company’s out there that can earn millions of dollars in revenue through the act of providing SEO services.

Today, we’ll be taking a deeper look at 9 different errors that could surround our E-Commerce project. These are the types of websites that are relying on the “intricate details” to truly become successful, and that means you’ll need to be assertive and attentive. You should be consistently looking at trends and other things, as that’s going to improve upon your SEO practices immensely. This is going to be a relatively long article, and it’s going to follow E-Commerce websites that have had to deal with SEO errors of their own in the past – some of which will even apply to me on a personal level!

This is going to be a relatively long article, and it’s going to follow E-Commerce websites that have had to deal with SEO errors of their own in the past – some of which will even apply to me on a personal level!

Without further ado, let’s get into the 9 SEO errors that you should be keeping an eye out for (in relation to your E-Commerce website). At some point throughout this article, you should find yourself correcting and perfecting specific details of your project page.

The descriptions that are related to your products need to be not only detailed, but coherent and comprehensive as well. In my past experiences with E-Commerce projects, the product description is important for more than one reason. In the end of it all, you want your website to have as much content on it as possible; and you want that content to flow (as well as be high-quality in general). Most stores that carry clothes and such will have either no product description, or just a very poorly written one. When this is the case, customers aren’t exactly aware of what they’re trying to purchase.

Without descriptions, you won’t be selling as many products – as people just won’t be interested enough. As if that wasn’t bad enough, the lack of a product description could lead to an abundance of problems SEO-wise. Don’t butcher the chance of your E-Commercewebsite making it all the way to page 1, make sure that you’re creating product descriptions for every single listing on your project page.

In order to create effective product descriptions, it’s probably in your best interests to figure out how much content you need. Look at a blank product page on your website, and count all of the words being used in your navigation settings. As long as your product description is longer than all of those combined, you pretty much have absolutely nothing to worry about (well, it’s just used to keep a much heavier SEO-weight for your unique product descriptions). All in all, make sure that you are:

Writing high quality descriptions that not only explain the product, but do so in a timely and effective manner

Don’t copy any of your product descriptions from another website, as duplicate content is one of the biggest negatively-based SEO protocols that you could assert; you always want your content to be unique and brand new

Test your descriptions and figure out which ones will work the best; this means checking up on things like the word count (as too much content in the description could have a negative effect on things).

Descriptions Done Wrong: Using the “Manufacturer Description”

When it comes to using the wrong description, you can never go any more wrong than you would with the manufacturer’s description. This is the description that most people avoid, and anybody who is serious about their SEO endeavors already knows to do so. When you use a description that has been produced by the manufacturer themselves, you’re going to be completely filtered out of the search engine results. You’re probably thinking; “How am I supposed to know about all of that? Just how crucial can it be?”. Truthfully, most people know that unique content is king.

When you copy and paste content into your projects page, you’re going to be hit with less than stellar results. These descriptions are going to be panned over an abundance of different online stores, so avoid using these descriptions at all cost. The rule of thumb is to completely create unique content, and nothing other than that; scraping content is a very big problem these days.

It’s going to be a hard thing to manage, as creating thousands upon thousands of unique descriptions can get tedious. That’s why most people just rely on external services to take care of their product description needs, but it isn’t always the case. If there’s no way for you to provide a specific page with unique content, just slap a “No Index meta tag” on them.

There’s certain situations where you wouldn’t want your descriptions to actually pop up, and that’s where you can take it upon yourself to keep them filtered. You can do this by applying the manufacturer’s description, or even just through other means. Ultimately, you want to have as much unique content as possible; so if you can’t completely write brand new descriptions, just keep them away from prying eyes.

You don’t want to have your website looking spammy in general, so it’s a good thing to always brush up on your optimization techniques. SEO is a practice that can make (or break) your project, and descriptions apply to that in more than one sense.