How to Come Up With Irresistible Topics For Your Content Marketing
Blog posts that make headlines. Viral social media posts. Web series watched at breakneck rates. That’s the power of well-curated content marketing.
But it’s not enough to have Pulitzer Prize-worthy copy and National Geographic-style imagery. Truly tempting content often begins with one thing: topics that are relevant to your target audience.
Choosing the right topics for your content marketing efforts is part art, part science, and these trade secrets are just the boost yours needs to start improving their ROI.
1. Talk about the topical.
You don’t want to talk about trends exclusively, but if there’s a relevant breakout story that’s even semi-related to your brand, it’s worth talking about while it’s timely.
One free tool that will give you endless easy-to-use data is Google Trends. Whether you want to explore the topics that are breaking the internet that week, or search for something related to your business, this is the place to start.
The very top section allows you to enter a search term or topic you’re interested in. From there you can scroll to the bottom of the page to see related topics that might be more niche and of interest to your readership.
You can keep scrolling down the trends.google.com homepage to see recent stories and trends the internet is already consuming.
Just make sure to exercise all possible channels to help disseminate your high competition topics. We’re talking paid advertising, influencer partnerships, and content with high production value.
2. Get niche.
In the same way, long-tail keywords can help you zero in on topics your target audience is searching for, niche topics that are less competitive tend to yield higher results.
Let’s take content marketing vs influencer marketing as an example. The former is a household name – one that established businesses know they must use in order to stay relevant. However, influencer marketing is an emerging frontier where social media brand ambassadors are just beginning to establish themselves.
Point is, choosing to write about a topic that’s hugely relevant for your brand or industry, even if it’s not well-known yet, can put you at the forefront of thought leadership and bring in loads of new subscribers.
3. Pick network-specific topics.
Whether throwing your hat in the meme ring or comparing terminology used on different social media platforms, make sure to keep where you plan to share your content top of mind and create accordingly.
You can also promote the content differently on various networks for a cross-channel attention grab.
4. Repurpose once-popular content.
Don’t reinvent the wheel. If you had a once off-the-charts piece of content that has since gone dormant, you can likely revive it with newer, more engaging topic phrases.
Whether you republish it on your own site or send it to affiliate sites to remarket it to different audiences, it’s a great way to make your content marketing do double duty without putting in a lot of extra hours.
5. Use content marketing tools.
Remember that you never have to do it all on your own. There are plenty of content marketing tools available to you at low to no cost.
Paid versions give you invaluable insights to see what your audience is searching for, the channels they’re using to find it, and how the search volumes compare over time.
Remember that what you’re not writing about, your competition probably is. Staying ahead of the curve – or at least following along its trajectory- is the best way to ensure your content marketing topics are timely and click-worthy.
Need some help putting pen to paper? Let us do the legwork for you!
6 WAYS TO WOW YOUR BOSS WITH LITTLE-KNOWN GOOGLE DRIVE TRICKS
We’ve come a long way since the days when one false stroke of the typewriter key would render a document unusable. Now we can access entire presentations from any device, translate them into a completely different language, and see the changes in real-time, all without ever worrying about hitting the save button.
It’s the Googleverse. We’re just living in it.
Think you know your way around Google Drive? Chances are you haven’t even scratched the surface. Ahead are a small handful of underutilized and overlooked capabilities that could reconfigure your workday. Even two or three off this list will be enough to seriously impress the boss and boost your productivity.
1. Dictate your next report.
Whether you critically injured your hand or simply want to work while you meal prep for the week, Google Docs can receive full dictation down to the last comma. Seriously. It puts Siri to shame. A quick visit to the voice-commands guide will get you up and running with fine point proficiency. Plus, it renders spell check virtually unnecessary. (Though we always recommend a final read-through.)
2. Scan and upload files.
Did you know your Android phone doubles as a scanner? Save yourself a trip to the office by taking a photo of the document you want to scan directly from Google Drive. You can later edit the PDF without ever leaving the platform (take that Adobe!). Once uploaded, simply right click on the PDF or image and it’ll open up in an editable converted Google Doc.
3. Translate documents and drawings.
International collaboration just got a whole lot easier. Google speaks hundreds of languages and can easily translate entire documents from one tongue to another save for a few minor grammatical issues. Download the translate app and you can also interpret handwritten words, phrases, or symbols.
4. Create and embed a QR code.
Whether you want to amplify your ads, supercharge your invoices, or give your events a virtual boost, QR codes are the way to go. To identify a specific user or locate important info that won’t fit in an excel-sized cell use Google’s free QR code generator. It’s a simple piece of script that only needs the specific cell you’re referencing to be added. Conversely, you can also create a QR code in other free online generators that links to a Google Doc or Spreadsheet you want coworkers or clients to have access to.
5. Host a virtual Q&A during your presentation.
Select the ‘present with audience q&a’ feature from your drop-down menu and onlookers can submit questions and comments as you go through each slide. All they need is the link which can be easily shared in advance of your presentation.
6. Enhance your suite with extensions and add-ons.
Though Google Drive may seem all-powerful we all get by with a little help from our friends. In this case, there’s an entire industry of apps, add-ons, and extensions to support your work together. One aptly-named Drive Companion creates a desktop application that can easily access files in windows that won’t disrupt your flow. Some others we like are Grammarly, which auto-magically reviews anything you write, alerting you to misspellings and possible grammar issues. We also couldn’t work from home effectively without docu-sign. It allows you to upload and virtually sign a set number of documents each month. You can even save your version and email back to the recipient all within the site.
But the fun doesn’t stop there. You could get a veritable masters degree in Google Drive with all its productive pit stops. Although, there’s something beautiful about the a la carte method, too. Really, it’s not a matter of whether Google Drive can help you navigate your workflow, but how.
Want us to lead your journey through Google Drive? There’s no app for it (yet), but feel free to make contact the old fashioned way.
6 SIGNS YOU NEED A FULL-SERVICE AGENCY
Over the years, our full-service marketing agency has seen a lot of good businesses suffer from bad marketing. Their products are top-of-the-line, their services are the best in the biz, and their customers are wildly happy. Problem is, no one knows about them.
How can it be that a company who performs so well in every other respect struggles to get their name out?
Simple. They don’t have the in-house digital marketing abilities they need to stay competitive. Not that we’re blaming them. Most companies are rightfully focused on the core of their business. They may not have the time or staff to help with anything that feels ‘extraneous.’
But a myriad of SEO algorithm updates, social media changes, and digital marketing trends power our modern day marketplace. Successful businesses, small and large, must have a command of the digital landscape or get left in the dust.
Have you been considering making a change to your marketing strategy in the New Year? See if any of these following scenarios sound familiar. Any one of them could be an indication it’s time to hire a full-service agency.
1. Your freelance staff can’t keep up. There’s no shortage of independent contractors available for hire. While using them as a temporary stopgap may make sense for a time, there eventually comes a point when even they can’t take your business to the next level. They may become overwhelmed with the work and unable to educate themselves on important industry updates at the same time. For that, you need a digital agency who’s already rocketed ahead of the curve, anticipating changes and making adjustments before updates negatively impact your brand.
2. You don’t have the budget for a full-time marketing department. Between benefits, payroll taxes, and training or relocation expenses even a one-person department can cost you a fortune. You also have to spend valuable time and energy onboarding and risk disrupting your team’s established dynamic. When you work with an SEO agency, you get all the benefits of a fully-fledged department without any of the expenses or complexities.
3. You’re feeling creatively uninspired. It takes a lot of mental reserves to consistently supply the kind of compelling content that increases your web traffic and conversions. If you’re already leaving the office every day mentally drained, attempting to create a campaign in your beleaguered state could actually hurt your brand’s reputation. An agency is a cornucopia of creativity with naturally clever marketers who all feed off one another’s ideas. It’s an environment that encourages and cultivates creativity in an ever-renewing cycle.
4. Your core business needs some extra attention. Most folks start a business because they’re really good at a particular job. Neglecting this foundation in order to try and create mediocre marketing materials is likely to cause a collapse. Leaving this role in the capable hands of a full-service digital marketing agency ensures you’re able to concentrate on the core of what makes your brand so great.
5. Your branding isn’t consistent. You only have one chance to make a first impression. These days, that first impression is happening online more and more. If a prospective customer is getting conflicting messages when they research your brand, they’re likely to find someone for the job. By contrast, a marketing or advertising agency will make sure you’re represented professionally and consistently across all applicable social media platforms and online channels.
6. Your business is rapidly expanding. Whether your brand has just landed a huge account or you’re poised for a huge expansion, you’ll need to scale your marketing deliverables to keep up. If you’re looking to grow your business but aren’t sure how, try working with a full-service digital agency who can improve your Google ranking with high-powered online advertising campaigns, masterful content marketing, and more!
Does one or more of these ring true from your business? Time to make contact, and expand your brand.
TALKING TESTIMONIALS: WHY THEY’RE IMPORTANT AND HOW TO GET THEM
Testimonials are like a 24-hour online marketing team who’s always working, but you never have to pay. Still, many small businesses make the costly error of leaving them off their website, not realizing the power of peer praise.
How effective are they? According to Nielsen research, “92% of people will trust a recommendation from a peer, and 70% of people will trust a recommendation from someone they don’t even know.”
Could customer testimonials be the key to increasing your conversion rates or generating more leads? Test these testimonial and content marketing tips to see for yourself!
Show off your Social Proof
Even if you’ve been marketing under a rock and haven’t heard the term “social proof,” you’ve probably already leveraged it to promote your products and services at some point.
Tech Crunch describes the phenomenon as, “the positive influence created when someone finds out that others are doing something. It’s also known as informational social influence…In other words, people are wired to learn from the actions of others, and this can be a huge driver of consumer behavior.”
Put simply, it’s word-of-mouth marketing at its most basic level.
Testimonials are a compelling form of social proof. Here are some others you might recognize (or use):
- Celebrities and social media influencers. Celebs have long heralded trends and helped solidify brands. But, thanks to social media, how we define celebrity is changing. From YouTube sensations to Instagram stars, there’s a new social sway afoot. Read more about cultivating influencer marketing strategies for your business.
- Crowds and masses. It’s an “all these people can’t be wrong, join us” mentality that’s been used by big brands from McDonalds (1 Billion Served) to record companies (Platinum status records).
- Friends and acquaintances. You, just like your customers, probably trust the opinions of people you know more than anyone else. Size those personal recommendations up against pretty much any digital marketing tactic and it’s no contest which will win out.
- Experts and industry leaders. Though you may not know them individually, experts like doctors are great for giving your brand more credibility. The same goes for anyone who is well known in your industry like a CEO or thought leader.
- Users and past customers. Here’s where testimonials really take off. Getting a vote of confidence from someone you’ve already worked with speaks volumes. This goes double if the recs come from someone “just like you.”
But how do you go about getting them? That’s our next point of discussion.
Gathering Testimonials
Ask for testimonials and you’ll receive. That is if you request them from the right folks in the right way.
You see, a random selection of customers just won’t do. You’ll need to be more strategic in your ask.
Start with clients or customers you’ve done business with recently. Get them while you’re fresh on their mind and they’re more likely to take the time to give you feedback about their experience. You can use a site like Survey Monkey or simply make your own using Google Forms.
You might also consider creating an email drip campaign that will go out to anyone with whom you’ve completed a sale or project. You can set it up to send a few follow-up reminders, but don’t flood their inbox with requests lest the become tone deaf to your email marketing entirely.
It’s always best if you reach out to customers that you worked with directly, but getting a marketable testimonial may require some probing.
Giving them the following parameters about what they saved and what they gained could help you solicit a more compelling response:
- Did you save/time money? How much, specifically?
- Were you able to gain leads/increase your sales/etc? By what percentage?
- What was the biggest benefit of working with us?
- What did you enjoy most about our brand? (e.g. : Customer service, finished product, speed of delivery, etc.)
Make sure you also collect pertinent info like name, title, location, the date of service, and if at all possible, a photo of the person giving the recommendation. It’ll help personalize the testimonial.
Working with a business? Include their logo as part of the praise.
Marketing Customer Testimonials
Once you’ve gathered your endorsements, time to have your marketing department (or digital marketing agency) show them off.
There’s technically no wrong way to display your customer accolades, but here are some avenues that will give it the most exposure.
1. Case studies. Customer case studies can be as in-depth or condensed as you like. Whether you pull some compelling stats or give readers the play-by-play, they’re great ways to showcase customer successes.
2. Video testimonials. Audio and video testimonials from happy clients are much more intimate than the written word. Just make sure you have a prepared interviewer and good editor on staff to make sure it translates on film.
3. Social media. It’s a big part of your online presence. Whether you upload that vid rec you just wrapped or simply post a candid photo with your product and heartfelt quote, this is a surefire way for your testimonial to gain traction.
4. Site sidebars. You never want an endorsement to be distracting. However, the sidebars of your blog reel (or really anywhere with ample white space) are great reminders to your increasing unique monthly visitors.
5. Individual pages of your website. You might consider giving your testimonials and case studies their own individual pages on your site. You can also add them to your products and services page, strategically placed near CTAs that urge a potential customer to commit.
Though features like Google Reviews and sites like Yelp are a great way to get eyes on your brand, you don’t have to wait for customers to submit a review on their own. Armed with the right ask and good implementation, you can take testimonials into your own hands!
Need some help marketing your hard-earned testimonials? We can help.
TIME MANAGEMENT APPS TO MAKE 2019 YOUR MOST PRODUCTIVE YEAR YET
Sometimes less is more. Except when it comes to time. In which case, more is always more. But just like money, time can’t be created. It simply has to be saved. And as a vital ingredient to any truly productive workday, an extra few hours here and there can accumulate into big bucks.
Searching for some tech tools to help you make 2019 your most productive to date? These new or updated time management apps can do just that.
1. Google Calendar. Ok, ok hear us out. No, it’s not new and has even been the staple of many scheduling platforms. However, the almighty Google Calendar has finally released an iPad app complete with iOS notifications. Alongside the widget is a drag and drop feature and a fresh, modern makeover to modernize this longtime favorite. We wouldn’t be surprised to see other third-party calendar applications step up their game to stay competitive.
2. Grammarly. Any successful digital marketing strategy requires consistent and compelling content marketing. From web copy and blog posts to social media profiles and press releases, words work to increase traffic and sell more. That is, provided you use them appropriately. Grammarly lets you spend less time editing your content and more time writing it. Download the app or extension for a built-in editor that will help ensure your spelling, punctuation, and, yes, overall grammar are by the book.
3. Linkio. Link building is integral to any effective SEO strategy. For the last two years, Linkio has been at the forefront of SEO project management – and for good reason. After all, how can you secure more links to your website if you can’t track your progress? Download Linkio to help you plan which sites to contact, give you the status of each at a glance, and even generate reports to tell you how effective your link building campaign is doing. It’s also perfect for multiple users, making it ideal for your entire team.
4. RescueTime. If time is money then RescueTime is worth its weight in gold. The internet is a black hole of distractions – distractions which can cost you big if not corralled. If you suspect you or your team is getting sidetracked, RescueTime can help you monitor and amend your unproductive online habits. Let it run in the background of your laptop or smartphone and it’ll track how long you spend in certain platforms, websites, or applications. Reports are generated at the end of each day to show you how you’ve been spending your time. Can’t seem to quit that mid-day Facebook scroll? The app also lets you block specific sites or apps based on parameters you set for yourself. Talk about self-discipline!
5. InTime. We don’t know about you, but commutes to our Dallas digital marketing agency are brutal in North Texas traffic. The InTime app aims to change all that. Now, you have the ability to set your alarm based on real time traffic flows so you’ll never again be late because of an incident. It’s especially helpful if you travel out of town for work a lot and are unfamiliar with the typical rush hour traffic patterns. Simply set the destination to your next appointment and it’ll calculate when it’s time to leave so that you arrive on time or early.
6. Universal Password Manager. Data breaches impacted some “765 million in the months of April, May and June alone”, according to USA Today. Even credit reporting agencies like Equifax had unprecedented hacks in 2017. All the literature warns to have different passwords for each account, passwords that are complex and varied in numbers, symbols, letters, and capitalization. But how is one to keep track of all the variations? And what application can possibly be safe enough to house such sensitive information? Universal Password Manager. Its encrypted database operates on multiple platforms, safely housing your usernames and passwords. It can even furnish you a specific password to keep you safe while logging in on public or shared devices.
If you’re really prioritizing your productivity this next year, consider hiring a digital marketing agency to handle all your SEO tactics. Make contact to see how we can help your business blow the lid off 2019.
FILTER BUBBLE
By and large, most folks enjoy feeling special. We want to be catered to, and we like to have unique, one-of-a-kind interactions with others. Many shopping and social media platforms have picked up on this phenomenon and have designed their websites and apps to give their users a “personalized experience.” By analyzing your browsing history and search queries, groups and businesses can often deduce the kinds of things that you like, dislike, are intrigued by, or scroll past without a second thought. And with every bit of data gathered, they get a little better at only showing you things that you want to see. Sounds great, right?
In today’s video, we’ll explain the downside to this constant personalization: when we only see internet articles, social media recommendations, and news reports that cater to our biases, our beliefs tend to calcify. Instead of our worldview being shaped by the constant reception of new information or ways of thinking, we simply exist in an echo chamber that reinforces what we already think is correct. This is known as the “Filter Bubble” phenomenon.
To fight the Filter Bubble, we must make a conscious effort to seek out perspectives that we either don’t understand or don’t agree with. Yes, doing so can be unpleasant or frustrating. But it’s also an important exercise for keeping your mind open to different ideas and opinions!
GOOGLE TRENDS REDESIGN + INSIGHTS FOR A PROFITABLE Q3
Marketers spend a significant portion of their working lives attempting to get inside the heads of consumers. What better way to peer into the minds of internet users than to review their search histories?
Whether we realize it or not, every query we plug into a search engine is like a digital diary of our thoughts, our wants, our curiosities. Businesses looking to harness this information need look no further than the Google Trends tool.
Its recent redesign focuses on ‘editorial data-based stories’ helping content concerned marketers tailor their blog topics, key in on keywords, and solidify their social media strategies by utilizing trending data from trillions of online searches.
The data explorer lets you see what users around the world are querying in real-time and overtime – for free. It’s like looking at key topics in Google’s search engine with a magnifying glass. Newer features also let you drill down and get granular, as though you were analyzing searches with a microscope.
What else should you know about the Google Trends update and how can you use it to improve your digital marketing strategy? That’s what we aim to unpack.
Redesign Features
It all starts with a search term. Type your topic of choice into the search bar at the top, and you’ll see four subcategories below. These drop-downs let you contextualize trends based on geographic location, timeframe, different industries, and, most notably, types of search.
Since Google’s algorithms, and search results, are so multi-faceted it makes sense to broaden yours beyond web links alone. The update allows you to also refine your exploration across verticals like videos, news, and images.
In addition to these, other standout feature updates include:
- Real-time trending search data denoted by the word ‘breakout’.
- Curated data stories courtesy of the Google News Lab team. (Plus real-world visualizations created by international newsroom designers.)
- Aggregated official Year in Search information for the last 17 years, showing how various topics have performed over time.
- Intensity mapping and info graphs for meaningful topic comparison.
Once you have the data, it’s time to put it to good use!
Best Ways to use Google Insights
Internet users have done the work of popularizing certain terms. Now, it’s your job to put them to use. Next time you sit down with your team to create or present a content strategy, make sure you leverage Google Insights and Trends to help you pique the interest of your target audience.
Some of the best ways we’ve found to make use of Google trends are:
- Optimizing your keywords for your PPC and online advertising campaigns.
- Creating content calendars and press releases that resonate.
- Marketing to potential customers based on what they’re searching for in their location.
- Researching which keywords have grown in popularity from year to year.
- Seeking out new audiences that resonate with your products and services.
- Visualizing your product with new photos that correspond to different markets.
- Utilizing the related topics section to create compelling video content based on searches.
Simply put, anyone with a Google account has access to this wealth of info, and businesses looking to increase their web traffic and conversions have found it to be an invaluable part of their marketing plans. The way we see it, as far as free tools go, this one is more than a passing trend.
Want some help analyzing Google Trends? We’ll help you strategize into the stratosphere!
BUILDING BUYER PERSONAS: IT’S PERSONAL
Did you have an imaginary friend as a kid? If so, you probably remember them feeling a lot more real than a pretend person. In fact, if asked, you could have probably listed off everything about them from where they lived to what they ate for breakfast.
Buyer personas are the grown-up versions of this childhood pastime. They’re no less detailed (or fun!) and can help you actually make contact with the types of audiences that match your creative vision.
Thinking of creating buyer personas for your business? Here’s how to do them well.
Why are Buyer Personas Important?
We live in a world where content is king and paid advertising campaigns are the best way to speak directly to your target audience. But spending marketing monies to get in front of a random collection of consumers without first understanding who is most likely to buy your products and services is bad business. It’s like calling a wrong number and expecting them to contribute to your best friend’s birthday present.
Buyer personas help you do a deep and necessary dive into your core customer groups – the ones most likely to care about your brand. Though they’re mostly fictitious, these characterized generalizations are a great way to hone your marketing messages and zero in on your ideal market segments.
When you fully comprehend who your potential buyers are and what motivates them to purchase, you can hyper-target your PPC and social media campaigns, maximize your advertising ROI, and create compulsively compelling content.
The Buyer Basics
At Globe Runner, we make our buyer personas as thorough as possible. We start by fleshing out general demographics like the personas age, where they live, and how much they earn per year. At a minimum, you should have the following for each of your buyers (most companies have more than one profile).
- Age: We like to do a range of 10-15 years.
- Gender: Segmenting between males and females is one of the biggest distinctions when understanding your target market.
- Education: Are they high school graduates, do they have some college, or is your target audience all masters level or higher?
- Title/Income: Research sites like Glassdoor.com to get an idea of potential titles and annual earnings.
- Location: Dallas, Texas might be sufficient, but really think about whether they’re a family more likely to live in a suburb, or a young professional who prefers 75201 proper.
You might think e-commerce and the internet lessen the importance of location, but you’re wrong. In fact, it might be a good idea to add in an excluding location. This is especially true if you’re running a pay-per-click campaign. For instance, if you’re selling to farmers in Muenster, you might actually want to omit urban areas or cities like Dallas with larger population sizes.
Making Personas Personal
Where we really start to drill down is in the psychographic (psychological demographic) details. This is when your persona will really come to life. In our opinion, it’s also the most fun part. It allows you to occupy the headspace of another person and think as someone other than yourself in order to build the relationship with your customers IRL.
- Persona: These are the overarching angles like: teen girl end user or older farmer wholesaler.
- Interests: What would they spend their disposable time and income on? Travel? Fashion? Technology? Sports? Politics? Literature? DIY crafts?
- Personality: Are they open-minded or traditional? Informed or influential? Cautious or risk-taking? Describe them with a handful of adjectives.
- Profile: Here’s where you really create the “character.” What are they all about? Give us the highlight reel of what’s most important to him or her.
- Day-to-day: Then, describe a day in the life. From sunup to sundown, how is it they conduct the hours of their day. Are they just starting their career or bringing it to a close? Do they pour their energies into their families or are they devoted to getting back in shape?
- Goals: Think about how your product could specifically help them meet some of these goals. Do you provide a service that can give them more time with family? Do you sell a product that can help them elevate their social status?
- Challenges: What would prevent them from buying with you? Do they have limited internet access? Are they on a tight budget? Is their taste very specific or brand loyal?
- Objections/their questions: Try to pretend you were creating a FAQ for your website. Take the challenges listed above and create questions out of them.
Once you have given life to your persona, make sure to give them a name and add a photo. You’ll be surprised at how much you can connect with this fabricated person staring back at you.
Connecting to the Consumer
Your final step is to think through how you’ll make the rainbow connection.
- Why your product is right for them: Which needs or goals does it meet? How does it solve problems they didn’t realize they had?
- Elevator Pitch: You have just a few seconds to catch their ear. All the better if you can work in a little curiosity mixed with a call-to-action (CTA).
- How we reach them and convert to a sale: Here’s when you get to discover where your consumer congregates. Are they obsessed with Instagram contests or more likely to respond to an email campaign advertising a sale or discount?
In this last section, you’ll start to see some of your traditional and digital marketing strategies emerge. Just know that it may change over time as you review more sales data. That’s not only normal, it’s encouraged!
Point is, if you’ve ever written fiction, acted in a play, or had an imaginary friend you already know a bit about building buyer personas. Done right, they’ll help you be more responsive to your customers and get your brand in front of your ideal audience. Don’t forget to be creative, get personal, and have fun with them!
Need some help identifying your core consumers? Let us package your personas instead!
CREATING AN EFFECTIVE CONTENT CALENDAR
The content calendar. I cannot emphasize the importance of this enough. The content calendar really is your guiding ship. It’s your light post that you are heading towards from a content strategy point of view.
How to make it effective is key, so there are some things I’ll point out.
First off, think about the year in advance. Come up with all the major holidays and all the different things that you want to mention about those days in your content calendar.
That way, you’ll have everything planned out and ready to post. You could potentially have something that you would do that’s specific for Thanksgiving or Christmas. Once you have that in mind, you want to integrate and lead up to these holiday-specific events.
Another thing to think about this is who your buyer is. At Globe Runner, we look at two things: the buyer and the keyword strategy.
We develop the keyword strategy first, and then we look at keywords that stem from common questions that are being asked about the topic. We also look at common search words that are coming up, and we use those to inform the content calendar.
Then, we match those queries with the buyer persona that we’ve written that would most likely ask that question. That way, we can write the content towards that buyer persona.
For instance, in a B2B space, we might have a client who could sell to a CEO, CFO, or CIO. This depends on which angle they’re coming in from and the software they are selling, like an ERP system.
We write different pieces of content that are angled towards the owner/decision‑maker, towards the financial decision‑maker, and towards the technical decision‑maker, and different keywords will inform different pieces of content.
The effectiveness of a content calendar is not just having one so you know what you’re going write in advance. Rather, having a calendar with some thought behind it is part of your SEO strategy, part of your engagement strategy, and an overall part of your inbound lead generation strategy.
We would love to talk with you about content marketing and help you write your content calendar. Call us anytime. If you want to post any questions or any suggestions for future topics in the comments, I would love to address them in the next video.
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