content marketing

Content Marketing is a bold new approach using classic principles of Publishing in the new online marketing environment. And, ever since the Google Panda and Penguin updates, the focus for successful SEO has shifted again to quality and relevant content. Content Marketing is a core service area for Webdirexion, and Webdirexion founder, Scott Frangos, who has worked closely with Joe Pulizzi and the Content Marketing Institute for several years writes posts on tactics and strategies along with Julie Hume in this topic section.

Writing Skills for Blog Marketing

wpSEO-Copywriting-–-10-tips-for-writing-content-that-ranks-in-2013

Good writing becomes great content marketing content with the implementation of SEO best practices and tactics, which are changing all the time. See the excerpt from the infographic, 10 Tips for writing content that ranks in 2013.

Content is the buzzword. That’s all you hear about — engaging content; informative content; interesting, valuable content. Good content translates to  good writing. It’s as simple as that. Because face it, if you are lacking the expertise of a skilled and talented writer – your content is going nowhere.

In fact, back in 2012, the Content Marketing Institute’s consultants were all asked, “What are the essential skills for content marketing teams?” Each commentator included writing skills as a top recommendation.

Nobody picks up a pen the first time and puts things down on paper and is instantly a good writer. Nobody. Writing is a skill that needs to be fine tuned, rehearsed and refined. There are, however, certain qualities that make for a good writer. You can learn them or hire out some experts when you’re busy wearing all the other hats in your company.

What’s a good blog/content marketing writer made of?

So what does it take to be a great blog/content marketing writer? Naturally, a good writer is:

  • Creative
  • Investigative
  • Insightful
  • Mindful of readers needs

Creative people often make good writers. You need to have the capability to look at stories from various viewpoints and create new and interesting brain food that will keep your audience engaged. Really engaged. Like enough to lower your bounce rate and create more conversions, engaged. Maybe you’re starting to see where hiring a good content writer pays off?

In order to become a successful content marketer, you need to become or hire a good writer.”

Take nothing at face value. A good writer will want to know the truth behind the scenes and understands that things aren’t always what they appear to be. In B2B writing, this means learning a company’s products and services, plus the pulse of the industry they’re in, plus exactly what readers need to know.  Only then can you find the real “power of story”.

Being investigative means researching and discovering the truths, best practices and the stories behind the stories. Always publishing truth. Useful information that is proven accurate is a must for your online content in order to establish yourself as an expert in the field.

People want to hear ideas, opinions and points-of-view in personal blog posts. Ignite emotion. It takes a blog/content marketing writer that can  can use your emotional intelligence to influence readers so that blog visitors will convert to customers. Staying current on events and news, a good writer will take the information and deliver it packed full of valuable insight and discussion point. Discuss ideas. Often.

At Webdirexion, we’ve noticed a tension between wanting to play things safe, and just parrot the company public relations jargon versus being yourself in a blog post.  We handle this by staying with a factual reporting style when detailing company and industry news, while using a personal touch when individuals write a post.

Content Marketing Writing Skills and Tactics

According to Joe Pullizi in an article titled, Beyond Storytelling: 7 Highlights from Content Marketing World 2014:

“Of course, making an emotional connection is key to storytelling. Just watching the highly energetic keynote presentation delivered by Andrew Davis was a lesson, in and of itself, on how to tell a great story.

But Andrew also shared the four elements he feels are vital for brilliant storytelling:

  • Building suspense
  • Fostering aspiration
  • Driving empathy
  • Harnessing emotion

The dynamic world of SEO and its constant updates and changes keeps content marketers on their toes. For good reason. Spamming is out and Google is all the way hip to each trick of the trades for spammy SEO. But, old school, natural optimization is alive and thriving. See our article, What is SEO and Why Isn’t It Dead Yet?

The infographic, chosen for this article (top right) gives a taste for some related and updated SEO writing skills:

  1. Write for humans.  Too many SEO practitioners forgot about that until Google gave them a collective wack on the head.
  2. Forget about keyword density.  Google knows if you are packing keywords, and this was never a good way to write for humans, was it?
  3. Use synonyms.  Google’s semantic understanding has increased to where writing in this natural way wins you SEO points.
  4. Unfortunately, using the tilde key (~) before a search to find related keywords, is one of the changes Google keeps making — it is no longer available.  We like Thesaurus.com, and also BigHugeLabs.com Thesaurus where we looked up Content and Marketing, and spun this semantic twist:  Content Marketing = “Pleased Selling”. Not a bad, succinct mission statement.

Research best practices and implement. And repeat. Repeat again.

The Harmonious Balance for Blog Marketing

Take the personality profile of a good writer and equip them with the right SEO tactics and writing skills and you have an unstoppable blog/content marketing writer that can deliver that rich, engaging content you are looking for.

Content marketing — via blog marketing — and requires smart writing skills. If your company does not already have a good writer, you are likely suffering because of this and don’t even know it. Seriously. All the time websites will push big money campaigns, SEO optimization practices and other attempts to improve rankings, but with poorly written content. Seriously. That’s the problem. In order to become a successful content marketer, you need to become or hire a good writer.

Content Marketing Agency versus Online Marketing Agency

Webdirexion is an Online Marketing Agency

What’s in a name? We chose to call ourselves an Online Marketing Agency… learn why in this article.

Content Marketing… or… Online Marketing?  Short answer:  Yes.  Both apply.  Right now, we’re going with Online Marketing, as in, Webdirexion is an Online Marketing Agency.  Sure, the discipline of Content Marketing has become quite the rage in recent years, helped along by the realization that content can make connections that lead to customers.  This is central to the work we perform at Webdirexion… so why not call ourselves a “Content Marketing Agency?”  Short Answer:  Content Marketing doesn’t define all that we do.

We recently redesigned our site, and are updating our brand, so that question came up a few times.  To answer the central brand question — who are we? — we benchmarked competitors and saw they called themselves a range of things — from Digital Marketers to (more…)

TacTech Talk: Testing, Speed, SEO

Scott Frangos, President of Webdirexion

Scott is Chief Optimizer for Webdirexion and includes Marketing, Content Strategy WordPress, CSS, Photoshop, Tai Chi, Pizza and Coffee among his passions.

This month, my “TacTech Talk” Column (a new feature bringing a fusion of Tactical and Technical tips for today’s marketers) will cover a recent lead gathering landing page test, some insights on site speed and WordPress themes, and SEO strategy tips.

First, I want to say wow — how great our growing team is… and thanks to each of you.  All are currently taking online marketing and/or programming courses (including myself… see, you can teach an old dog). I’m lucky to be working with them as Webdirexion celebrates a new site, new logo, and some fun new client campaigns.

Making the Croc’s Happy — Test Lifts Leads for Resort Client

We recently ran an A/B test for Croc’s Casino Resort, arguably one of our funnest clients — a 17-story Hotel and Casino with three restaurants and a 4-star pool on the pacific ocean in Costa Rica.  If you’re scanning the column, the takeaway learned is — always be testing to increase conversions and maximize your ROI.

We used Google’s “Content Experiments” and saw these results from our efforts: (more…)

B2B Curation Tactics for Content Marketers

Content Marketing = Publishing, and Publishing takes time, not to mention social media work. That’s why the Webdirexion team is always looking for efficient tactics for the marketing Battle, and today I’ll tell you about five B2B content curation tactics using two interesting services.

B2B Content Marketing Tactics Site at Scoop.it

Note that we are also using a custom domain name tactic for our new Scoop.it curation site — we bought B2BContentMarketingTactics.com and routed it there.

First, what is curation as a Content Marketing tactic?  Content curation is a general tactic whereby you search for the best content online in your niche, industry, and area of focus, then cull it together and usually provide value added by including your own summaries to position yourself as a thought leader (similar to what museum curators do).  A recent article in Forbes gives more thoughts on how content curation has gone mainstream.  There are a number of specific tactics and techniques, including (more…)

Flawed Law & Medical Practice Template Websites

There are a number of professional practice marketing companies out there for law firms, medical practices, dentists, etc., offering mediocre solutions based on outdated tactics and online marketing practices.  Don’t be fooled by Glitz that’s actually Glitch.  Here are five ways they fail for online marketing…

Law Site Templates

(click to enlarge) These cookie cutter templates from FIndLaw offer you a choice of colors, but none are designed to communicate the unique value of your firm.

The Problem with Cookie Cutter Templates: Templates are generic designs which were not crafted based on your strategy, your goals, and your unique value proposition. Here are two examples of typical choices — the first from FindLaw (right), a large lawyer marketing company, and the other from a Chiropractic marketing services firm (left, below).

The FindLaw offerings are in three different cost categories, and while the more expensive designs offer more glitz, they still are generic, so your unique strengths will not be revealed.  For example (more…)