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.