When you’re in the trenches, all the new social venues, tools, features and changing algorithms can be daunting. Is Pinterest for Content Marketers? Why write more than two PPC ads per campaign? Questions abound. So this is another post in our tactical series to help you with tips, traps and techniques.
1) The Journalism Factor in Content Marketing
Are Journalists Making a Come Back? Two interesting recent articles suggests that may indeed be happening — but a good number of openings are work for a company as a “brand journalist.” Similar to an in-house PR person, but more focused on the Content Marketing aspect of writing — journalism vs. straight press releases. +Ann Handley writes about this in in an article where she lists why you need a Brand Journalist, noting that “many businesses don’t tell their story well”. Then Will Ashworth details a similar situation where the Huffington Post will be sponsored by General Mills — the Post providing content with a subtle tweak of GM products and recipes. Remember that a good publishing plan includes and editorial team focused on a strong posting calendar — Webdirexion can help you with that.
An interesting infographic aimed at Content Marketing pros, shows Pinterest, the image pin-up service, with 12 million active users. Meanwhile, Facebook has snapped up Instagram, a photo sharing service with 80 million sharing photos and images.
Key take-aways from the study in the infographic at right (click to enlarge it) are that Pinterest is sending more engaged traffic than twitter, B2C is seeing good results (eTailers take note), and you need to understand the motivations of users which include, a) expressing meaning for their lives, b) reminding themselves of things they want to do, c) sharing and recommending, and d) exploring and learning.
3) A Smart LinkedIn Tactic
Connect to as many people you trust, know and from whom you might get recomendations. Good… but what next? Most people I know simply seek to extend their connections on LinkedIn… but what about targeting them? You should have a target “persona” or two defined for your business, and LinkedIn profiles will help you find them. The your next key step: write custom connect requests to 2nd level contacts that fit your personas.
4) SEO: Taxonomies and Internal Linking Tactics
What is your internal linking strategy? This is a key part of SEO that graphic designers often overlook. One principle is that Google looks for major pages to rank based on how many other pages and posts link back to a given page. But to execute this smartly, your design needs to take into account the “taxonomy” structure — your site’s hierarchy of categories, indexing, archives, pages and posts.
Think about it like this — how helpful is it when you are shopping online and can qualify your search by price range, color of products, reviews, etc.? Very. And that’s all due to a smart taxonomy structure. But, taxonomies are often overlooked in navigation and poorly understood as WordPress options… I have a tip on using taxonomies in this video:
The video above is a bit long so I’ve set it to star 8 minutes in, so you can learn just the WordPress taxonomy tactic.
5) Write and Test More Than Two PPC Ads Per Campaign
Write two ad variations, set it and forget it – right? Wrong. Instead, work it smartly, and this article gives you a number of tips starting off with a “peel and stick” strategy for underperforming keywords, where you create a new ad for them. Then there’s an A/B split test – most two ads only marketers think of this initially. But what about split testing more than one benefit for a product or service?
We use all of these Online Marketing Tactics in our campaigns, and will be happy to give you a quote on bringing our specialists to bear affordably as your outsourced virtual marketing department.