Posts Tagged content development
Leveraging Existing Web Content for Optimizing Your Website
New content is important to a website, however, constantly striving to create new content can become burdensome, and more importantly, distract us from capitalizing upon the content we have that is working well. What do we mean?
With the content you already have published online, our strategy is to maintain awareness of our inventory. Following some basic steps, we’re then able to leverage existing assets in a more targeted fashion, and create more opportunity. Let’s review.
Keep a list of your content and assets by inventorying everything on your website, in your marketing mix, and keep this list handy for ongoing review. Content is not merely your blog post and website pages either, you will also want to list video, ebooks, audio, images, and other items you have published online.
Organize your list of content assets by category. Typically we publish content in categories on our blogs, so keeping your list organized allows you to quickly leverage, edit, republish, and assign to appropriate categories for consistency and increased ranking weight.
Who is the target audience for the content or categories we have published online? By taking some time to decipher who the target audience is (even appears to be from traffic metrics), you gain more useful insight to your content strategy, content use, and target audience which helps with focusing our content new and old.
Monitor your Analytics (web statistics) and know what posts and content has been the most popular. As well, where are most of the visitors (or best visitors) coming from when they reach your website? Knowing this information gives us a more focused and strategic opportunity when leveraging our existing assets and publishing content.
In addition, your statistics and the insights gained provide you with a key opportunity to optimize current web pages and blog posts for keywords and phrases that will strengthen this content for the target market trying to find your website via search.
Here are some methods for leveraging your content and website assets:
- Create an ebook from existing content
- Interview subject or industry experts
- Link new content to older relevant content
- Find places to link-back to your existing content
- Invite guests to write guest posts, and link to existing content
- Focus attention upon your strongest categories to create authority.
All these things strengthen your current assets, help to optimize your website for search engines, and set you apart as an authority.
Happy blogging!
A Blog with RSS Feed is Your Best Social Media Asset
Meeting with a past client over lunch recently, our conversation spent some time discussing what was happening with his new business launch and the website development he had his nephew do on his behalf. Learning that there was no blog at all included in the website delivery, I reacted strongly with disappointment and disbelief.
As a past client, in the Business Coaching side of my vocational life, the best practices for web development, website publishing, and social media marketing were discussed. Sharing the value and importance of the RSS Feed a blog offers, the updated content strategy followed, all offer enormous benefits for online advertising and internet marketing.
Young nephew suggested a blog wasn’t required at this stage. At OMC Social, it is an essential ingredient to the social media marketing strategy and business development goals for online marketing. New fresh content, the ability to share that content, and extend one’s business to an audience has to keep them interested. As a major side-benefit, Google Search loves fresh content, and the better written per Search Engine Optimization and Keyword Research practices, the influence upon website ranking is powerful.
So, my soapbox today says to get a blog on your website domain, and use it religiously, faithfully, and in engaging and creative ways to draw your website visitors in to engage you more. Additionally, benefit from the Search Engine benefits, and social media promotions that create more and more influence as you remain faithful to the best practices for online engagement and content development.
You’ll be glad you did. Your domain is your best asset for increasing website visitor traffic. The blog channel is one of the best website tools. Add one now.
A Website’s Business Purpose vs. Client Purpose
Purpose: This is the single most important consideration to being laser-focused on your research to get the results you desire.
When thinking about Purpose, most often we think about our own sense of purpose, dreams, and desires related to the business we are creating. Too caught up on this singular point-of-view, however, can and usually does interfere with reaching your market.
Creating any business, the end-goal is to create business relationships that will become customers who pay, stay, and refer. The only way you will achieve this is by putting your focus upon the customer and serving their needs.
The Client’s Purpose
When any of us jump on the Internet to seek out information, we have a purpose driving our quest. This could consist of:
- gaining knowledge
- accessing services
- exploring solutions
- entertainment
- answering questions
- and buying products
When we endeavour to “search” online for what we’re looking for, it is typically very rare that we search for the item by name. We usually will search based upon the outcome we desire.
Get Help: Often this perspective shift is difficult to explore alone. You can attain better results establishing the best viewpoint through brainstorming with someone. You can use the help of an Internet Marketer, a Business/Career Coach, or through a Mastermind group.
Examples:
Geography: The Good Life Vancouver
This site is a food and lifestyle blog created and maintained by a Vancouver wine representative. With the geographic place-name, Vancouver, in the domain name, her website gains immediate traction in search results for her local market.
Product Name: i2i Eyewear
This eyewear wholesaler ships product to optometry shops across Canada. With the keyword in the domain name, the ranking factor of the keyword, and the repetition throughout the website’s content (web-pages, blog, products), there is a dramatic improvement for being found via search.
Solutions: Internet Tools Startup
Understanding what people search for, keywords strategically chosen aid search to bring your website to the top of search results; more so when accompanied with a content development strategy. (at time of writing, this site is just under development)
To learn more about a Content Development Strategy, contact OMC Social Media Solutions.