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What is 2014 going to be the year of? One of my prediction is year of local. Local content, local tourism and local social. How about you?
Learn about LOCAL CONTENT opportunities for lead generation and link building. See embedded Slideshare.
Quote: "...local is winnable because very few people locally are active. I’ve called them Local Tourists. Who do you know that’s a local tourist? Someone that’s perpetually curious about local culture in your community."
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See the embedded slideshare "Local Toolkit Part 1"
Good post for all with a locally focused business, to better understand the opportunities of local content from a lead- and link-generating perspectives.
Gurus, rock stars, experts galore -- LinkedIn is full of them. But if you're going to present yourself as some kind of an expert or thought leader, you'd better be able to back it up with powerful ...
"If your content produces no response, or a negative response, then you may have to face the fact that you may not be the expert you thought you were — and that it may be time to do more listening, and less talking for a while."
See also the content 101 steps outlined.
Time and again we hear the same old argument that we shouldn’t be building links, but that we should be focusing on developing exciting and unique content that encourages organic linking all by itself.
Local content is:
See the great list of actionable ideas on each at the end of this post.
Great content marketing strategy for CMOs or Marketing Managers - Check it out!
Definition: "A content tree is a the basic layout of one content campaign that you're going to use to target one specific persona in one specific stage of the Inbound Marketing funnel."
Just basic good advise in the infographic from a social media pro.
Figuring out how much content you need is a tough question, but Jay Baer supplies an easy formula to get you started
Excerpt with the formula:
"Essentially, your initial list of questions can be generated using this formula: Number of Personas X Number of Buying Stages X Number of Questions in Each Stage = Number of Questions You Need to Answer"
One of the best parts of working directly with our clients is when I get to contribute to conversations regarding marketing challenges. We discuss how to
"Is it preferred to capture visitor details as early as possible and produce high lead sign up reports or is it more valuable to offer these visitors content to educate them on your offering before trying to capture their details?
"Marketing strategist David Meerman Scott found that ungated content gets 20 to 50 times more downloads.
"Understanding the right stage of the customer journey to gate your content as well as which content begs gating, is the challenge for B2B marketers.'
Small business clients need to learn to think in a whole new way about buyer personas and sales cycles. They have fewer resources than large companies, so they might pick one gated point to ask for an email in return for content.
You do good work and people want to refer you. That’s the truth, but, hey, we’re all busy and sometimes we need a nudge, a reminder or even a tangible way to easily make referrals that make sense.
To use content to generate referrals, think out of the box. Consider invited content, co-branded content, sponsored content, curated content, intented content.
"The key is to structure the ask in a way that prompts referrals – Tell us the best use of our product, show us your results, tell us why you really want to win – things of that nature can generate some very powerful endorsements as people vie for a prize of some sort."
Take note, Twitter: Not every tech company has a happy ending after a ballyhooed IPO.
A cautionary tale for those producing low-quality content. Content farm Demand Media is now at 1/4 of its peak value.
When web content helps users focus on sections of interest, users switch from scanning to actually reading the copy.
If we needed more proof that readers scan rather than read websites, here is more documentation. The table above shows that only 32% will read your 4th paragraph.
To encourage rand facilitate eading, it's important to have
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"Are the newest consumer and ad tech innovations social? Mobile? Content? It's becoming more difficult to neatly place the emerging products into these buckets.
"But one theme is consistent across each of these intertwined disciplines: speed. The pace at which content is created, shared, and consumed is constantly increasing, with consumer creation and consumption behavior usually outpacing a brand marketer's ability to keep up."
Have we have been thinking of content too narrowly? Look what's around the corner in mixed media content.
Vyclone enables "seamless, real-time collaborative content creation...using a cloud-based online interface to sync video coming from a variety of devices to a seamless multi-camera narrative."
Stringwire has "a network of verified, quality content creators... who can be mobilized to cover breaking events at any moment, anywhere across the globe."
Zeega is a "storytelling platform that empowers people to use various forms of media to easily weave together photos, videos, images, gifs, and music to create content." SEE SAMPLE, then click the white arrow on right.
Pheed "gives creators of any kind -- from photographers to comedians, musicians, or even just popular personalities-- the ability to build audiences and monetize them right within that very platform.
Outrigger has "products like OpenSlate that help identify up-and-comers in the creators space. Such solutions enable brands to tap into their potential and find undervalued talent before they're "discovered."
Nativ.ly "is a startup that was built to discover and help monetize startups.
CallSnap "lets you snap a photo and send it after you decline the person's call -- a way of briefly showing the person why you weren't available."
In 2012, I decided to undertake an evergreen content experiment. I created a piece of content that I planned to update regularly over an extended period of time.
Evergreen content is timeless content, something people are constantly searching for. Writing it and updating it can grow your website traffic regularly.
Case study conclusion:
"So far, this experiment has proved that investing time in creating content that is updated regularly can bring excellent results. In 2013, the page attracts between 6,000 and 9,000 visits a month, 22% of which return to the page time and again.
"All you need to emulate this is some vision and common sense:
That's a content strategy that is likely to keep me busy for the next few months and generate excellent results."
Contrary to popular belief, people do read websites--sometimes. And what they read can give you important insights into your own site.
"...it’s a good idea to include your most important information at the top of the webpage. Just as you optimize the first paragraph of your blog post to deliver the key points that will be discussed later in the post, use the top spots on your web page to clearly deliver the information that your users most want to find. Most people don’t do this. Trust me."
While the author shows an eyetracking example of the 3rd paragraph being the most read, data shows you reach the most visitors in your first paragraph. Make it count, for both users and search engines, that also rank those keyword phrases heavily.
Bottom line: Replace your marketing with useful advice.
"Post Planner introduced a new feature that uses a unique algorithm to allow page administrators to search for and post trending content on any keyword.
Page admins can "add content from sources including Facebook pages, Twitter profiles, and blogs, and organize them into custom folders, along the lines of Google Reader. The new feature is also integrated with Post Planner’s database of user-generated and user-curated content sources, Source Engine."