Content Marketing Nuggets Gathered While Floating In Orbit

By on September 19th, 2013

Most marketers know how to get marketing content “up there.” But fewer know how to get content “out there.”

Orbit Media’s blog, The Orbiter, has post after post addressing exactly this. In fact, I’ve been so impressed that I decided I would read every post Orbit has put up, from the beginning.

The beginning turned out to be August 1, 2007, when Andy Crestodina blogged this headline: Learn This Phrase: Conversion Rate.  Unless I took a week or two off to “go back to school” — I needed a faster path. So I narrowed my reading to The Orbiter’s “content marketing and SEO” category.

Here I found a number of simple content marketing nuggets, including these favorites:

1. Focus on getting people to your page [not your website!!]. Keep visitors on the page and then moving around with targeted, concise content (see next item).

2. When you create content, hone in on a keyword phrase that lots of people are searching for, but not one so common you have no chance of ranking for it. In other words, be original, but not too original. How will you know? Use Google AdWords Keyword Tool and Google Trends to gauge the popularity of various keyword phrases.

3. Credibility comes from links. Inbound links from authoritative websites are the most valuable, but links from within your website are also important because they pass credibility from one of your pages to another.

4. Use social media to promote your content. The Orbiter suggests 33 ways to do it. 

5. Repurpose content. If you know how to spin content by rewriting it from a different angle or in a different format, it’s actually a good idea. Or, you can republish in a different format (video, for example).

6. Write a great post, use keyword research to give the post SEO visibility, then promote the post through social media, via email to your list, and personally to a few bloggers or people who might like it.

Why all this effort? Personally, I’m working on a better ranking for OurFoodNews.com. This is tough because the web is stuffed with information about food. So, to test the theories above, I tested keyword phrase selection on two recent posts: “Is Pizza Nutritious?” and “Who Lives in the Food Desert?” Traffic jumped on both pages after only one tweet each. The growth rate is a modest improvement, but enough to convince me to recommend Orbit’s approach.

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3 Responses to “Content Marketing Nuggets Gathered While Floating In Orbit”

  1. Katherine Says:

    These are all great tips. I’m wondering if you have any insight on content marketing and SEO in light of the “not provided” dilemma? I noticed your recent posts seem like long tail keyword phrases. I used to incorporate those to help get a better idea of the content users wanted to see. It will obviously be more difficult to see these low volume yet highly targeted searches in the future.

  2. Nancy Scott Says:

    Thanks for writing, Katherine. First, I’m no SEO expert … not by a long shot. Both of my “news” websites are Word Press and I use the Yoast WordPress SEO plug-in to guide me in optimizing headlines, tagging, etc. This is a useful tool that helps me focus content. You’re right that the recent posts that have been performing better are, indeed, long-tail keyword phrases. Even though Google is no longer providing data on *which* keywords are driving traffic to a site, I do know that since I started working with certain key phrases and developing content accordingly, I have gotten more traffic *overall* and that traffic has been going to the long-tail pages. What I have *not* been testing is how one key phrase might work v. another. I’m pretty unsophisticated and have simply been blogging and not testing one landing page v. another — . I understand that services like conductor.com [Searchlight] have stepped in to help online marketers “gain actionable insight on keywords in a ‘non-provided’ world. Also, Cyrus Shepard says ” the folks at SERPs.com have created a report that will automatically estimate keyword referrals from “not provided” keywords, easy as pie.” Do you have experience with these?

  3. Katherine Says:

    Hey Nancy, I don’t know why I didn’t get an email notification of your reply? Sorry for the extreme delay! I don’t have experience with the tools you mentioned, but I will check them out. Thanks for the tips! I know you can still get some data from Bing or paid tools. We’re not totally out in the cold.