Once you’ve selected your thought leaders, it’s time to create a process for extracting their expert knowledge. Remember, your SMEs are busy people, and the last thing they probably want to do is interrupt their everyday workflow to ideate, write, edit, and publish an article. Make the process as simple for them as possible by following these steps:
Then you’ll need to build a landing page for your search terms, but you don’t have to create all these pages immediately – it can be a long-term thing. The more specific your search term is, the further down into your site structure the term’s landing page belongs. The most important keywords will lead to your cornerstone content articles. These are the keywords you definitely want to rank for. To do this, you create the best possible content about that keyword – authoritative and all-encompassing, just like the ultimate guide you are reading right now. All your supporting articles will link to this cornerstone content. This should be part of your internal linking strategy, which Yoast SEO Premium can help you implement.
If Google finds two identical pieces of content, whether on your own site, or on another you’re not even aware of, it will only index one of those pages. You should be aware of scraper sites, stealing your content automatically and republishing as your own. Here’s Graham Charlton’s thorough investigation on what to if your content ends up working better for somebody else.
In honor of all things inbound, consider how your business can use video as a medium to bring the right talent to your office. Rather than drop bait in the form of a newspaper advertisement, or static pitch on an online job board, a recruitment video can be used to expand your reach, while making known the type of environment applicants can expect to work in.
I read The Art of War in college, written by the Chinese general Sun Tzu (author of the quote above). While his actual existence is debated, his work is often considered as brilliant military strategy and philosophy. Thus, The Art of War is often co-opted into business for obvious reasons. Throughout the book, you'll realize tactics and strategy are not interchangeable terms.
A long-term plan identifies and organizes all the initiatives and campaigns over the course of a year where content will need to be created. Simply identifying your plan will help you create content more easily and on a consistent basis. In this lesson, you'll learn how to create realistic goals for your audience, also known as buyer personas, perform an audit that will help identify content needs and gaps to build a helpful, relevant journey for your personas, as well as how to create your content compass by mapping out your content creation roadmap.
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing. In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93% as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
Marketers are now moving toward a more centralized mode of social sharing, putting their investments only in proven platforms they’ve actually found traction on. This correlates to higher line-item ROI and a more consistent experience for social followers. Integrating social distribution directly into the content marketing supply chain amplifies the total reach of your assets and allows you to quickly see how engaging your content is, while receiving real-time feedback from online users.
The marketing automation coordinator helps choose and manage the software that allows the whole marketing team to understand their customers' behavior and measure the growth of their business. Because many of the marketing operations described above might be executed separately from one another, it's important for there to be someone who can group these digital activities into individual campaigns and track each campaign's performance.