Content Marketing New Hacks
Traditional marketing and advertising are broken. Traditional advertising methods like billboards, TV and radio advertising, paper mail advertising, and cold calling are expensive, hard to measure, inefficiently targeted, and often ineffective.
In addition, people usually find them really annoying. How many times do you switch to a different TV channel when a commercial is running? You know an industry is in trouble when people are actively paying to get it out of their face. People don’t get sold anymore; they buy.
Annoying people is not a good way to get them to buy something! Enter content marketing, a more efficient and effective way to attract, engage, and acquire customers. This blog explains new hacks for content marketing in 2019.
What is Content Marketing?
What exactly is content marketing? Let’s clear this up so we’re on the same page for the rest of the blog. I’m going to give you a rather “dense” definition of content marketing and then I’ll break down each component of it.
Content marketing is a strategy for attracting, engaging and acquiring customers.
It entails creating and/or curating relevant and valuable content.
What does that actually mean? Keep reading...
Two Forms of Value
Based on the above definition, content must be valuable to the target audience. What does it mean to be valuable? Value, as it pertains to content marketing, comes in two primary forms:
a. Entertainment value
The audience finds the content funny, interesting, or otherwise entertaining. The best example of content marketing that has entertainment value is Dollar Shave Club’s video that now has over 13 million views.
People watched it, even multiple times, and shared it, because they enjoyed watching it. The fact that it’s an advertisement is an afterthought. In addition, it improves Dollar Shave Club’s brand by making them look “cool.”
b. Educational value
The audience finds the content helpful. It answers their questions or gives them information that they can use to solve their problems or in some way improve themselves.
The best example of content marketing that I can think of that has educational value is Moz’s beginner’s guide to SEO. It’s become like the Bible on beginning SEO.
It is the go-to source for anyone that wants to learn SEO. The fact that Moz did it to attract its target audience, marketers, is not even recognized at first glance. In addition, it improves Moz’s brand by displaying their expertise and building a perception of being helpful.
Content marketing can help companies with several aspects of the customer acquisition funnel. I’ve grouped them into three buckets:
a. attract - “People” see you, find you and/or become aware that you exist. They become your “audience.”
b. engage - Your “audience” gets to know you and start to like you. You build a relationship with your audience. They become “potential customers.”
c. acquire - “Potential customers” pay for your product or service. They become “customers.”
Here are nine ways content marketing can help companies attract people, engage with them, and convert them into customers.
1. Establishes authority
Producing content that displays expertise instantly improves people’s perception of the author’s authority on the topic. A book is probably the form of content that improves authority the most.
But several other forms, including a blog, can help. Improving your image of authority should improve conversion rates from “people” to “customers.”
Who do you think people are more likely to hire to do, say marketing, someone off the street, or someone who’s written a book on marketing?
2. Builds relationships
Content marketing increases engagement, rapport, and trust with your audience.
When a customer sees your billboard, they see it for a few seconds and then probably forget about it. When someone reads your blog, they’re on your website, listening to what you’re saying, potentially for extended periods of time.
This enables them to get to know you. I’ve met people who had been following my blog and as a result, know a lot about me and feel like they know me.
People like to do business with organizations and individuals they know, like, and trust.
Most of us don’t have to go that far to build rapport with our audience. Simply sharing your opinions on industry topics or adding some character to your writing can help.
Don’t be afraid to take a controversial stance if appropriate or use less than perfect grammar if it adds character. Who do you think people would rather hire - someone off the street, or a friend?
3. Enables you to reach a wider audience
People don’t always search for a specific product or service, they often look for information or solutions to problems.
For example, per Google Keyword Planner, “productivity consultant” gets just 70 average monthly research, while “how to be more productive” gets 1,300. Keyword research is a proxy for people’s actual interests and buying behaviors.
Content marketing can enable you to reach an audience beyond what can be reached by cold calling or advertising. They could also find you if one of their
Facebook friends share a piece of your content. People post about specific products far less than they share content that’s entertaining or educational. After building rapport, establishing yourself as an expert, and adding value, a customer may be more interested in your product or service.
4. Improves search engine optimization
A company’s search ranking is driven by two primary categories: onsite and offsite. Content marketing helps with both. Content marketing helps with onsite in two ways. First, Google prefers sites with recently updated content.
If you are actively creating new content, Google will better index you. Content marketing helps with off-site SEO by improving your chances of being linked to. Google interprets someone else linking to you as a sign that your site is of value.
People are far more likely to link to a valuable blog post you wrote than simply your sales page. Better search ranking means more traffic.
5. Leads to sales
At the end of the day, sales are what everyone really wants right? After all, it’s a business, not a charity. Content marketing can directly help with that.
As discussed above, someone is more likely to want to click on something of value to them, than a sales page. However, viewing the content that is of value to them increases their chances of viewing your “sales page.”
This could play itself on in many different ways, but let me give you two quick examples.
First example: viewer searches for a topic you’ve been blogging about...finds your blog post...signs up for your email newsletter...reads your emails each week, gets value from them, and thinks you’re awesome…two months later when you send out an email about your new product launch they buy because they’ve “known” you for two months and know that you’re “legit.”
Second example: someone searches iTunes for a podcast related to their interest...finds you and listens to one...you mention one of your products and tell listeners where they can find it...listener finds it and becomes a customer.
Who would you rather hire, someone you’ve known for two seconds or someone you’ve known for two months?
6. People share it
When people share your content, you get more exposure. Exposure leads to traffic. This is the “attract” bucket per above. It also improves your brand in that if people see their friends talking about you they may think more highly of you. This is the “engage” bucket per above.
People are more likely to share content they find valuable than your sales page.
How do you get most of your restaurant, movie, product, etc. recommendations? Word of mouth? A lot of people rely on their friends for recommendations.
7. It’s free or cheap
Blogging, for example, costs almost nothing. All you need is a computer and an Internet connection, which you probably already have. It does however take time. If you get into more advanced content production, such as research reports, or even podcasts, you may need some special equipment that costs money.
However, many forms of content marketing have almost no up-front costs, which make it great for startups, self-published authors, or anyone on a budget.
Would you rather pay for customers or get them for free?
8. It’s more targeted
With content marketing, you can be surer you’re reaching your target audience than, for example, billboards or TV ads. Yes, you can get demographic data about who drives on the road, who watches the show, etc. But with content, you can be even more precise.
For example, you can use Google’s keyword planner to get data on the number of times a given search term is being made and who is actually making the searches. You can write blog posts to match those terms. Or you can write a post like “marketing for startups” to be sure your audience knows it’s for them.
If you’re selling a product for moms, would you rather reach ten random people or ten Moms?
9. You can collect email addresses
People are very attentive to their inboxes. As a marketer, you want to be where their attention is. You don’t need to pay for a list if you’re doing content marketing. Offer something of value in exchange for signing up for your email newsletter, to increase your email signups.
It could be as simple as receiving your blog posts by email. Offering an ebook or white paper is even better. What percentage of Tweets on your Twitter stream do you read? What percentage of your emails do you read?
Ten Types of Content to Produce to Get Results
Content can come in many shapes and sizes. Most people think of blogs when they think of content marketing. Blogging is a good one; however, there are many, many formats in which you can produce content for marketing.
Below are several formats/platforms to produce content on. Each of these platforms has slightly different user base demographics, enabling you to reach wider audiences.
Video courses on Udemy
Answers on Quora
Curated content as an email newsletter
Presentations on SlideShare
Videos on YouTube
Self-published books on Amazon
Microcontent on social networks - tweets, status updated, instagram photos, etc.
Public speaking, webinars, workshops, etc.
These will be discussed in more detail later in this blog
Two Biggest Pieces of Content Marketing Advice
1. Create content that’s valuable to your audience! If you do that, people will find you, share you, engage with you, return to you, etc.
2. Capture your audience. Don’t just produce content for the sake of producing content. Produce it to get results. Engage with the people who find your content and turn them into customers. I’ll talk about how to do that later in the blog
How to Increase Website Traffic Using Quora
Not only is Quora an incredibly fun and valuable product, it can also help you get more traffic to your website. Quora is a question and answer site. The content is often extremely high quality and there are a lot of active viewers. There are also some very successful people in certain industries that are very active on the site.
Here’s my best advice for using Quora to drive traffic to your blog, product, website, etc.:
Scout it Out
Check how active people within your target audience are to get an idea of how effective creating content on Quora might be. Check out the answers to the question “What are the most followed topics on Quora in 2013?” as a starting point.
You can see that Technology, Science, Business, Movies, Travel, Health and Wellness, and Dating are among the most active.
Just because your niche is not within the most active does not mean you will not get value from Quora. Do some qualitative research too. Check out topics and questions within your space to see how active they are and how many followers they have. Question stats typically appear just below the fold on the right-hand side.
Before diving in to answering questions, asking questions, blogging etc., follow some questions and browse the content on Quora to get to know the “etiquette” and how people use it.
When someone asks or follows a question, they’ve expressed interest in receiving information on that topic. By answering that question in a thoughtful way, you will be helping them and therefore establishing yourself as an expert.
Most people following questions will get an email with your answer in the body. A lot of people are highly engaged with their email inbox so you have a good chance of grabbing their attention. At the least everyone following the question will get a notification when they’re on Quora.
View number of followers on given questions (as shown above) to determine what kind of content would be useful to the biggest audience. Those questions will probably give you your biggest ROI.
In addition, Quora acts like a search engine for many people, myself included. When you have a question or want to learn something, searching through Quora questions is often a great starting point. So even if someone is not following a given question, they may still find your content by searching or browsing.
The Types of Questions You Should Answer
Answer questions that are relevant to, and followed by, your target audience. More specifically, answer questions that someone wanting your product/service would be asking.
For example, I’m doing a video course on how to increase website traffic, so I answered What are some of the most ingenious ways to increase traffic to a website?
The answer to that question gives readers the same value that my product will be providing. Someone who is interested in the answer to that question may also be interested in my product because it delivers the same value.
You may also check out questions like “What are the best resources to learn [your area of expertise]?”, “What are the best tools/apps for [your customer or niche]?”, “What’s the best [your product category]?”, “How can I [value your offering]”, etc.
Don’t answer questions by shamelessly promoting your product. Deliver value to your readers. Read Quora’s policies on spam for more information. In addition, if you will need to disclose your affiliation to any product you are promoting. Read more about Quora’s disclosure policy.
How Answering Questions Can Drive Traffic to Your Website
If someone finds you valuable they may want to learn more about you or receive more of your content. If they do, they may browse your profile or click on the links within your answer.
Your name and a brief bio will appear at the top of your answer. You can edit it according to the topic or question.
Link to your site in your profile. If appropriate, link to your site at the end of your answer, or somewhere within the answer is contextual, and include a disclosure.
Quora has an in-house blogging product. You can use it to produce and distribute blog posts just like you would on a blog built on another platform. Blog posts appear in user’s home page feed just like questions and answers do.
You can repost your blog posts from your primary blog to your Quora blog, but beware that Google can downgrade search rankings for duplicate content.
Choose the appropriate categories for your blog so the people following those topics see it.
Promote Your Content Using Credits
Credits are like the currency of Quora. They’re rewarded to you for providing value the Quora community. You can spend credits on Quora on promoting your content or asking people to answer questions.
The value you get from spending credits is similar to what you get from spending money promoting your tweets on Twitter. You get more views but without spending actual currency.
How to Get More Credits
Quora rewards behaviors that improve the quality of Quora. Examples of behaviors that improve Quora include an answer or blog post you wrote being upvoted, someone following a question you asked, an answer by someone you “asked to answer” a certain question being upvoted, and a few more.
Therefore, you can get more credits by answering questions, asking questions, and asking others to answer questions. I’ve earned 1720 credits by asking Steve Altucher to answer a question about self-publishing. In addition, there’s a link to my profile at the bottom of the answer.
Get more exposure by commenting, upvoting, following people, etc. Link to your site in your profile and bio line. By being more active on Quora you will have a bigger “footprint.”
You increase the chances of someone seeing your profile. If someone sees a link to your profile, they may click to your profile. If someone clicks on your profile they might click through to your site.
Measure and Build
Check out http://www.quora.com/stats to see how your content and engagement is performing. I get a decent amount of views on my Quora content and a percentage of those views click through to my site.
I get more and more value from Quora as time goes on. It takes time to get to know what works and what doesn’t. The more great content you produce, the more followers you will have. The more followers you have the better each answer you provide will perform.
How to Use a Blog to Market Your Business
Blogging can be an amazing source of free traffic. For some companies/products, it’s their most profitable, high volume, and sustainable marketing channel. Blogging can be great for b2b, consumer, services, ebook marketing, and more.
In this blog I cover 1) what makes blogging such a great source of traffic, 2) how to use blogging to increase website traffic, 3) how to use blogging to convert traffic into customers...and more. If you want to learn more about blogging, check out The Ultimate Guide to Blogging.
7 Reasons Blogging is a Great Source of Traffic
1. Blogging establishes authority. Having a blog and writing about important topics that are relevant to your audience establishes yourself as an authority in the space. It improves your image...and makes you look cooler than you really are ;-)
2. Customers like blogs. It’s no secret that people like reading articles and blog posts and often search for them. Give your customers what they want!
3. Blogging helps convert traffic into customers. The reason you want traffic is probably not just for the sake of traffic, but to convert that traffic into customers or users. Blogging can convert traffic into leads and leads into customers. More on that later in this post.
4. Blogging is free. It takes time, but not money. If you’re a startup, self-published author, or freelance consultant, free traffic is a must. But who doesn’t like free traffic?
5. Blogging can be a sustainable long-term marketing channel. Facebook ads come and go, but your blog posts will always be indexed by Google.
6. Blogging “warms up” your cold calls and traffic from other sources. If someone sees your Facebook ad or receives your cold call, they may be more receptive if they’ve read your blog and gotten value from it.
7. Blogging can lead to other business/traffic generating opportunities. Such as speaking engagements or press. I’ve had people reach out to me asking me to speak at conferences and events citing my blog posts. I was also offered to take over a LinkedIn group in my space because I had been posting my blog posts there.
Three More Reasons You Should Start Blogging Today
There are so many reasons why you should be blogging! The most relevant one is to increase website traffic. Before I teach you how to blog to increase website traffic, let me give you even more reasons to blog:
1. Writing helps you think. It forces you to teach yourself what you don’t know and to articulate what you do know.
2. Be your own media company. Tell your story the way you want to tell it without being dependent on journalists.
3. It’s a great way to network. In addition to customers, you can also attract other professional contacts who may be able to help your business. Potential partners, hires, affiliates, journalists, etc. might find you through your blog.
Now, on to how you can get traffic from blogging...
Two Ways Blogging Can Drive Traffic to Your Website
Assuming you’ve chosen to do so, your blog posts will be indexed by Google. Therefore, you increase the likelihood of people finding you through search. If your text matches the keywords people are searching for, you increase your chances even more.
Remember, people don’t always such for product names, or even product categories, they search for answers to their questions or solutions to their problems. Blogging is a great way to be that solution.
In addition, every blog post you write is another indexed page on your website.
It's one more cue to Google and other search engines that your website is active.
Google likes active websites.
2. Social Shares
People like to share stuff they think their audience will find valuable. People won’t always tweet about a product, but they might tweet a blog post about “growth hacking for startups” if they found it interesting.
Blogging increases your chance of being shared. Your posts could also be linked to by other bloggers which will boost your SEO.
Eight Ways to Get More Traffic From Blogging
1. Be the answer to your customers’ search queries. Do some keyword research to determine what people are searching for. Create content that matches it.
2. Write posts about 2500 - 3,250 words in length. Both customers and Google like content in that range. If it’s any shorter, it probably won’t be very valuable. If it’s too long, people might get bored.
3. Write highly entertaining, valuable, and/or educational blog posts. Know your audience and what they want. If you don’t know, ask them. Write epic content that people will want to bookmark, share and link to. Getting shared and linked to can lead to massive results!
4. Add images to increase engagement. Blog posts with images tend to stand out more in Facebook, Twitter, etc. They’re also appealing to the eyes of viewers once they’re on the page.
5. Share your blog posts on your social channels and in relevant social networks. If you’re marketing to businesses or professionals, definitely share on LinkedIn.
If you’re marketing to developers or entrepreneurs, share on Hacker News. Figure out your target customer and where they hang out online. Distribute there.
6. Add some personality. Make sure your posts are informative and/or educational but don’t be afraid to add some color. It builds rapport and adds a human element. People like that.
The blogger who I think does this best is Steve Altucher. He shares our stories, opinions, and beliefs...and basically bleeds his emotions onto the page.
7. Write consistently. You don’t have to blog every day but try to at least blog once per week so that when people return to your site, they will have something new to read. It will also keep you in the habit of blogging.
8. Use WordPress. WordPress is a blogging platform that makes it really easy to improve SEO. It’s easy to edit link structures, meta descriptions etc. Yoast and other WordPress plugins make it easier to improve SEO.
Two Blogging Tactics to Convert Traffic into Customers
Not only is blogging a great source of traffic, but it can also help you convert traffic into leads, and leads into customers. Here are a few tactics you can use to increase your conversions.
1. Create a mailing list. Get people to subscribe to your mailing list. Someone might land on your site, not buy, and then browse away and forget about you. But if they like your blog content they might subscribe to your mailing list. You will then be able to re-engage them after sending out future blog posts.
2. Send blog posts instead of more nagging sales emails. If you have a lead that you’re trying to push through the pipeline to a customer, your blog content gives you great ammunition.
Instead of simply writing a nagging sales email, include a blog post, or send it on its own if it’s relevant to them. They will appreciate the value you’re providing them (assuming the blog post is good). And it will display your expertise in the space (again, assuming the post is good).
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What to Write About: 12 Blog Topic Ideas
1. Write about your space, not your product. Remember two things I said previously in this post: first, people don’t always search for product names or categories, sometimes they search for information or solutions and second, write posts that are valuable to your audience to build rapport and increase the likelihood of being shared.
2. Tips and how-tos: People love tips and how-tos. They are actionable and the titles illustrate how valuable they will be. The terms are search fairly frequently too.
3. Answers to common questions you get asked: If a customer asks you “How can I get more customers using content marketing?” Write a post titled “How to get more customers with content marketing.”
4. Write for different customer segments. If your product or service is related to social media marketing, write “social media marketing for startups,” “social media marketing for dentists,” “social media marketing for job seekers,” etc. Adapt the post to the needs of that customer segment.
5. List the best resources. Compile a list of the best products, blog posts, YouTube videos, books, etc. relevant to your space. The people whose content you include will probably appreciate it too. They may even share it once you publish it.
6. Report on a conference you attended. Summarize the speaker's talks. Give your opinion on it. This would be especially valuable for people who weren’t able to attend the event. If the event was exclusive it will make you look cool. It also shows that you are very involved with the industry.
7. Summarize a book or research report. Write a post with a title like “# Big Takeaways From X”
8. Give your opinion on a recent news story or a controversial topic. There’s one thing that no one can write better than you: your opinion. People find it interesting to hear new or unique opinions. People find edginess entertaining.
9. Browse Quora for questions related to your field. Write a blog post like you’re answering the questions. If there is a Quora question for it, it’s an indication that people want to hear about that topic.
10. Summarize or transcribe an interview you gave or received or a talk you gave at a conference. You could even just transcribe it directly.
11. Write a case study about how a customer used your product to achieve results. Write a case study about your space in general. For example, if you’re the product is for social media marketers, write a case study about how someone used a certain Twitter strategy to get results.
12. Interview people. Perhaps an expert in your field, a customer, or a potential customer. People love the press and if you can get an interview with someone very well respected in your field, it gives you “social proof.” When you’re interviewing someone, you don’t have to think of all the content, you just have to think of the questions.
If you want to learn more about blogging, check out The Ultimate Guide to Blogging.
Content Marketing on Udemy
What Is The Heck Udemy?
Udemy is an online marketplace for video courses. Anyone can produce a course on any topic and publish it to Udemy. You can think of it like “Amazon self-publishing for video courses.”
Over two million students use Udemy to search for and consume education content. Courses can be free or paid - you set the price. In addition to it being a great place to learn as a student, and make money as an instructor, it can also be a great marketing channel for instructors.
Who Should Use Udemy for Content Marketing?
Because Udemy is for educational videos only, it can be an especially strong marketing channel for products and services such as:
B2B software products
Consulting or coaching
Information products (video courses, ebooks, etc)
Five Ways to Use Udemy to Increase Website Traffic
Identify your target audience and what their needs are. The objective of content marketing is to attract your audience by delivering value to them. First, you need to know who your target audience is, then you need to learn what kind of content they actually want.
What questions do they have? What challenges do they have? For example, if your customers are entrepreneurs, they may want to learn about fundraising, product development, or marketing.
Publish relevant, informative, and well-produced courses. Grab your audience’s attention by delivering value. Make sure your courses answer their questions and help solve their problems.
Put effort into recording and editing your videos. This can ultimately help you get better reviews which will encourage Udemy to promote the course for you.
3. Display your expertise in what they want and what you offer
Create content that helps people with the same area that your product/service helps them with. For example, Followerwonk is a product that helps marketers analyze Twitter.
They could produce a course like “marketing for startups”, or “how to get more website traffic from Twitter.” A venture capitalist could produce a course on “how to raise money for your startup.”
Marketers, of course, have other challenges, such as recruiting productivity, etc., but Followerwonk wants to engage with its’ audience within the realm of its product. You should do the same as it pertains to your product or service.
People don’t always search for a specific product or service, they look for information or solutions to problems. For example, “productivity consultant” gets just 70 average monthly research, while “how to be more productive” gets 1,300. Keyword research is a proxy for people’s actual interests and buying behaviors.
Content marketing on Udemy can enable you to reach an audience that might not have had you been relying on cold calling or advertising. After building rapport, establishing yourself as an expert, and adding value, a customer may be more interested in your product or service.
4. Link to your site
If you want to get people off of Udemy and on to your site, you will want to make it easy for them to find your site and navigate to it. If you’re an author, you could link to your book’s Amazon page.
If you’re a consultant, you could link to your blog or your homepage. If you’re a software company, you could link to your blog or sales page.
Include a link to your site in one or more of the following ways:
Your instructor profile bio - your bio is visible when someone is viewing your course page and they will likely view your bio when deciding to sign up for the course
The course description - you can link within your course description on your course’s main page
Overlay on your videos - most video producing/editing software will allow you to add a text overlay or “call out” on top of your videos. Udemy students will not be able to click the link but they may browse to it directly within their browser.
Verbal CTA - at one or more points during your course, you could verbally tell your students to visit your website.
Supplementary material - you can add one or more “supplementary materials” to each lecture. You can use an “external resource” as a supplementary material. You could link to a blog post related to the topic of your lecture.
Lecture description - you can add text and links in a lecturer's description. Again, you may want to link to a blog post or other piece of content related to the topic of the lecture.
5. Make Announcements
You can send students promotional emails up to twice per month. They will receive an email in their inbox with whatever you decide to include. Please be aware: Udemy does not allow links to paid content, harvesting emails, or affiliate links.
You can, however, link to a relevant blog post you wrote on the topic. This could, of course, lead the student to browse the rest of your site, signing up for your email list, etc. You can make regular announcements too, though students will not receive an email.
Search Engine Optimization For Beginners: How to Increase Website Traffic with SEO
How Search Works
Understanding what Google’s “job” helps inform how to improve content to boost search engine ranking. Google’s job is to give searchers the most relevant and high-quality search results.
People search Google to get the best possible results. To improve its ability to return the most relevant and valuable information possible, Google needs to rank the massive amounts of content on the web.
There is so much content on the web that Google cannot possibly manually screen every site and rank it. So it uses an algorithm to do it automatically. It’s not always perfect, but given Google is the largest search engine and the number one visited site on the web, people seem generally happy with the results they get when searching.
How does Google determine what the most valuable and relevant content is?
What would indicate that a given piece of content is high quality and relevant?
Many things...such as:
Matching keywords / Relevance
“Endorsements” / Links / Social media activity
Popularity / Authority
To improve a website’s ranking, a marketer can make some optimizations to tell Google that it’s site is the best result for the searcher. Below are some tactics you can use to boost your search ranking.
Five Easy and High Impact Ways to Boost Search Ranking
Search engines typically correlate value and popularity. The more popular a page or domain, the more valuable the information contained therein must be. Makes sense right? Think of a page view as a “vote.” If someone views a page it must be a sign that there is something of value there.
Authority has two categories: page authority and domain authority. Page authority pertains to a given page, such as a blog post. Domain authority refers to the site overall.
To boost your site's authority, get more views, Google+ “+1s”, Facebook likes comments and shares.
Google believes that if a site or page has been linked to by another site or page, then it must be high quality. Think about it in real-world terms...if a well-respected politician endorses a certain candidate, people often perceive that candidate as being strong. If a friend recommends their dentist to you, you would probably believe the dentist is good.
Links are like endorsements on the web. When someone writes a blog post and links to another site for a certain topic, it’s an indication that the linked to site is of value.
Guest posting is a great way to build links. Reach out to blogs in your space and offer to write a guest post. Link back to your domain or a page (ie blog post) contextually within the post, and/or in your bio section of the blog.
Press is another good one, though more challenging, way to get linked to. If you are a startup or have accomplished something big, some blogs might be interested in writing to you about you. Most media companies have an email address or form for submitting news.
A final way to get more backlinks is to simply create awesome content that people want to link to. I believe this is a highly sustainable SEO strategy, and content marketing strategy in general, as Google’s search algorithm gets better it will continue to show better and better content in the results, ultimately rewarding the best content creators.
Text relevancy is another factor used to determine what results to show to a searcher. For example, if you search for “sports scores,” a blog post titled “sports scores” is probably going to be closer to what you want than one title “zoo hours.”
Do some keyword research to determine what people are searching for as it pertains to your niche. Google Keyword Planner is a great free tool for doing keyword research. Here are some things to look for when evaluating keywords:
If a large number of people are searching a given keyword, that’s an indication there is demand for relevant sites. Google Keyword Planner measures and displays this as “Avg. monthly searches.”
Does the keyword indicate buying intention? For example, “buy [product]”, “hire a [profession]” or “[product] [size/specification]” is probably more likely to be from someone with the intent to buy.
A search like “[product]” is probably from someone who is more in the research or casual browsing phase. “How to [activity]” shows more intent to learn how to do that activity than “[activity].” So if you’re selling a book or course, that could be a great term to target.
Little or no competition can actually be a bad sign. It probably means that there’s little money to be made in those keywords. Or else another marketer would probably be targeting them.
Too much competition means it may be harder for you to rank for those terms.
Google Keyword Planner displays the relative competitiveness of the term in the “competition” column. In addition, the “suggested bid” column shows how much people are willing to pay for those clicks. It’s likely the more someone is willing the pay the more they’re making back in return.
Do some qualitative research to see how strong your competition is. For example, if you search the keyword and multiple big name blogs come up, such as the New York Times, etc., it may be hard to compete with them.
Conversely, if your search returns some small niche blogs, you may have a chance at achieving a higher ranking than them. You can also go to e-commerce sites like Amazon to see what’s selling.
Use relevant, high volume, low competition keywords in your headlines, meta descriptions, title, etc., to optimize your site. When getting linked to from another site, use the relevant keyword as the anchor text. Pick a domain that matches your keyword if possible.
A site’s actual domain name also has an effect on search rankings. Having an exact match, the .com domain name will provide a boost.
For example, “http://turkeytrees.com” will rank higher than “bushchicken.com” when someone searches “turkey trees”, all else being equal. .com, .net, and .org domains rank higher than other domain endings. Country relevant domain endings, such as .us, will rank higher for searches made in that given country.
Domains with numbers are penalized. Longer domains also rank lower than shorter domains.
Wordpress is a blogging platform that makes it really easy to improve SEO. It’s easy to edit link structures, meta descriptions etc. Yoast and other WordPress plugins make it easier to improve SEO.
To learn more about search ranking factors check out this Moz blog post.
To learn more about SEO, check out Moz’s Beginner’s Guide.
How to Increase Website Traffic Using SlideShare
What is SlideShare?
SlideShare is a presentation hosting network. Users can upload PowerPoint, Keynote, PDF or OpenDocument presentations. Presentations can be hosted publicly or privately (though if you’re using SlideShare for marketing you would, of course, want to list publicly). You can think of SlideShare as “YouTube for presentations.”
More than ten million presentations have been uploaded to Slideshare. SlideShare gets more than fifty million unique visitors every month. Who knew so many people liked PowerPoint? Popular categories on SlideShare include business, technology, health, travel, and education.
Why SlideShare is Powerful for Marketers
It turns out PowerPoint doesn't have to be so dull after all. For marketers, SlideShare can be an incredible platform. It’s an outstanding content marketing production and distribution channel. Here are a few key components of SlideShare that make it extremely valuable:
1. Search Engine
SlideShare’s network of content is like a miniature search engine. Similar to the Google search engine, people search for content directly within SlideShare.
That means if your presentations rank within SlideShare for certain keywords, you will get more exposure. That’s exposure that you may not have received otherwise because the search happened right within SlideShare.
I haven’t been able to find exact statistics but to give you a comparable, YouTube is the second largest search engine, behind only Google.
People looking at other presentations could easily end up stumbling across yours. Similar to YouTube, SlideShare displays a list of “related” presentations to the right of the presentation you’re viewing. This makes it easier for people to find your presentations if they’re looking at presentations with related keywords.
SlideShare makes it easy for viewers to share your content by including a share button on presentations. The button opens the window shown above. Viewers can share on their social channels or embed it on their blog.
Mary Meeker’s famous ‘2018 Internet Trends’ SlideShare received 57% of the one million views it received within the first week of publication from embeds.
4. Rank on Google Search
SlideShare presentations can rank fairly high on Google. That means people are more likely to find you than if you didn’t have content on SlideShare.
5. Featured Presentations
SlideShare features the most popular and liked presentations on its homepage. You can gain additional exposure if your presentation gets featured on the SlideShare homepage. To increase your ranking on SlideShare, promote the heck out of your presentation and get a lot of views.
How to Get Traffic from SlideShare
To get more traffic to your website, you need for people to first view your SlideShare presentations, and then navigate to your site. To increase the chances of viewers navigating to your site, make a link to your website accessible to viewers.
Include a call to action (CTA) in the form of text or an arrow image, to increase visibility. Put a link in a few key places:
1. Link on your profile
2. The link at the end of your presentations
3. Link within your presentations
4. The link in your presentation’s description
Six Ways to Get Even More Value from SlideShare
1. Publish slides rich with valuable content. As with any form of content marketing, make sure you are delivering value to your audience. Be helpful and answer questions they want to be answered.
2. Reformat other content into a SlideShare presentation. If you have a great blog post, YouTube video, etc., share the same information in the form of a presentation.
3. What makes presentations so appealing is the visual format. Therefore, make slides visually appealing and well-designed.
4. Use the right keywords in your title, slides, and description so you surface higher in searches.
5. Promote your presentations to get more views. Share them on Twitter, Facebook, LinkedIn, etc. Embed them within your blog posts.
6. Engage other people and content to get more exposure. Comment on other presentations. Follow people. This will increase the chances of people seeing your profile and therefore your presentations and website link.
How to Increase Website Traffic Using YouTube
Why YouTube is so Valuable
People love videos! Here are some crazy statistics about YouTube to give you an idea of how powerful it is:
The second-largest search engine in the world
Third most visited website globally
Over one billion unique visitors per month
Five hundred tweets per minute contain a YouTube link
1. Search - As listed above, YouTube is the second-largest search engine in the world. That means you can easily get found from within YouTube because people are searching in it directly. Therefore, your videos are like mini websites.
2. Indexed by Google - Google owns YouTube, so YouTube videos tend to rank fairly highly in Google Searches.
3. Channels - You can create a “channel” that viewers can “subscribe” to. The more subscribers you have, the more visibility your newest videos will get. In addition, the amount of subscribers you have affects how highly your videos rank. Lastly, you can actually private message your subscribers.
Five Tips to Get More Traffic from YouTube
1. Know Your Audience
There are two things that you need to know about your audience before you can be successful on YouTube.
a. Does your audience like videos? Some people prefer to consume content in video format. Others prefer text or audio. Videos are more effective for some topics than others. Check to see how other videos in your niche are performing to give yourself an idea about how effective YouTube can be for you.
b. What kind of content does your audience want? Make sure the information contained in your videos is actually of interest to your audience. They may want entertaining videos, videos that answer certain questions they have, or something else altogether. Figure out what kind of content your audience wants and produce it.
2. Produce Amazing Content
Create videos containing information or content that is valuable to your audience. Per #2 above, make sure your videos address your audience’s needs.
Put effort into producing the videos. Make sure the audio and video qualities are high.
Three Types of YouTube videos to produce:
i. Presentation - Create a PowerPoint Presentation on your topic and record your screen walk you talk over it.
ii. Demo - Give a demo or step by step tutorial on the topic of your video. For example, I created a YouTube video about how to get traffic from Quora. In it, I share my screen why I walk through step-by-step the tactics I recommend.
iii. Record Yourself - Videos of yourself can be very attention-grabbing. Bonus points if you have some great scenery in the background.
3. Target the Right Keywords
Do some keyword research to determine what your audience is searching for with regards to your topic area. Google Keyword Planner is a great way to do keyword research. I’ll talk more about how to use it in the section on SEO.
Optimize your video for these keywords. Include the keyword you want to target in the title, description, and tags.
4. Boost Your YouTube Search Ranking
The order in which YouTube videos rank when someone searches are affected by 1) on page items, and 2) channel authority.
Factors affecting on page ranking include the title, description, and tags.
Factors affecting channel authority include the number of subscribers you have, views, likes, backlinks, and comments.
There are many software applications and services you can use to boost your ranking. I recommend searching Access to This Page Has Been Blocked.
5. Include Links and Calls to Action
Include a link or call to action in these three key places:
1. In your video’s description: Links in the description are clickable if they include “http://Http://.” Make sure your link is visible to increase the chances it gets clicked.
2. At the end of the video: Instruct your viewers to visit your website for more content similar to the video. Include an image or text overlay that displays your address clearly.
3. Throughout the video: You could add a text overlay on your videos with your web address. You could talk about your website verbally if contextual.
How to Increase Website Traffic by Self-Publishing on Amazon
Amazon Self-publishing 101
Self-publishing a book on Amazon is like putting a thimble in-front of a firehose of traffic! Massive amounts of people are registered on Amazon and are actively browsing for books.
They already have their credit card information stored, and many products can be ordered in one click. Self-publishing a book to Amazon is surprisingly fast and easy, and it can pay off significantly.
In this blog we will discuss 1) What makes Amazon such an amazing marketing channel, 2) How to get traffic to your website from Amazon, 3) How to sell more books...and more.
What Makes Amazon Such an Awesome Marketing Channel?
Books are even better than blogs at boosting authority. Almost nothing tells people you have expertise on a given topic than being able to say you wrote a book on it. Having authority builds trust with your target customers.
It’s possible to make a decent amount of money on Amazon. Many authors do. Twenty-five percent of the top one hundred bestselling Kindle books on Amazon.com in 2012 were self-published! You can set the price for your book.
In addition, the money you make from selling books is passive, meaning after you write the book and do some promotion, you don’t have to spend much time at all on it. You will simply get a deposit in your bank account every month for the rest of your life :)
There are a ton of people on Amazon--over 100 million registered users. That’s a massive amount of people that are actively searching for books and other products on Amazon. Self-publishing on Amazon enables you to tap into that audience.
Amazon pages rank highly on Google. An Amazon book is likely to appear higher in search results than a blog post of the same title, all things being equal (assuming the blog post wasn’t from an extremely high ranking site).
How to Get Traffic from Amazon to Your Website
If your goal for self-publishing on Amazon is to promote another product or property, you will need to get your viewers from your book to your website. Readers using Kindle Cloud Reader to read their book via the web will be able to click the links you put in your book.
Include a link to your website in the following three key places. Also, include a written call to action telling them to visit your site.
1. Your Book’s Description
Your book’s description will likely be viewed as even more than your book will be read. Think about how people typically buy books...the find the page, the read the description, then they decide whether or not to buy, then they may or may not actually read it.
It’s like a conversion funnel. Of the people who view your description, a certain percentage buy it, and of the people that buy it, a certain percentage will actually read it.
Thus, many more people will probably see your description than the actual pages of your book. Therefore, including a link to your book’s description page can give you a lot of exposure.
2. Within Your Book
When contextual, mention your product or website and include a link for the Kindle version of your book. For example, if you have a blog on cooking chicken, link to a blog post you’ve written about cooking chicken.
Include an author bio at the beginning or end of your book and link to your site. At the end of the book, tell readers they can learn more at your site and link to your blog or product.
How to Kickstart Your Book Writing: 4 Tips
1. Start Blogging
If you haven’t already, now would be a great time to start a blog. Aside from the many other benefits of blogging, it will help by:
a. “Small chunking” the writing process. The idea of writing a big is intimidating. It’s a lot of work. Instead of trying to write a book all at once, break it down into small parts. Sitting down with the goal of writing a blog post is a manageable goal.
b. Getting feedback from your audience. Iteratively publishing your writing will give you the opportunity to get feedback on your work. Every blog post you publish can be reviewed by your audience. You can use the results of the post and the qualitative feedback you get to inform the rest of your book writing
c. Building an audience pre-launch. By getting yourself out there before the big publication data, you give yourself time to build up a following. People can find you and get to know you.
Give people the option to receive your newest posts and/or updates about the book via email. Then when your book is live, you will already have a captive audience.
2. Combine Blog Posts
If you’ve been blogging since before you decided to write a book, you may be able to use some of your old content. Copy and paste the text from your old blog posts into the document you’re using for your book.
3. Repurpose Content in Other Formats
For example, if you have Udemy courses, YouTube videos, Slideshares and/or Podcasts, have the audio transcribed into text. Add the text to your book document.
4. Edit and Elaborate
Readers expect a lot more than just a bunch of blog posts in book format. Elaborate on each of the blog posts and the points within. Add stories, context, examples, and more details. Make sure the book has a cohesive flow, not just a bunch of disjointed blog posts. In addition, Amazon may penalize you for having content that’s available on the web.
How to Sell More Books
In order for your Amazon book to drive traffic to your site, you will need to first have traffic on your book. You can get more traffic from within Amazon and from external forces. Here are ways to do that.
Amazon is like a search engine for shopping. People on Amazon search for the products (in this case, books) that they want. As I mentioned, there are a lot of people actively searching for products on Amazon. Here are three ways you can improve the amount of traffic you get from existing Amazon users.
1. Optimize Your Keywords
As I said, people often search within Amazon of a kind of product they’re looking for. In the case of a book, they might search for a topic they’re interested in.
For example, if someone wants to read a vampire novel, they might search “vampires,” or “Twilight.” To improve the chances of a searcher finding your book, use the right words and phrases in your title and description.
2. Get Reviews
Reviews are like the currency of Amazon. Because it’s so easy to self-publish, there are a ton of books on Amazon. To make sure its customers see the good ones and don’t see the bad ones, Amazon has a review system. Books with more and higher reviews appear higher and search and are cross-referenced more often.
To get more reviews, ask your close friends, family, and colleagues to review your book. Here’s an example of an email you could use to ask people to review your book:
3. Give it Away for Free
As another way to curate, it’s many books, Amazon surfaces books that have been ordered more, higher than others. The reasoning behind that is if people are ordering the book, then it’s probably more likely to be something that people actually want.
Amazon enables authors to run promotions on their books. Authors have a certain number of days they’re permitted give their book away for as low as free.
To get more orders, run a free promotion, and give it away like crazy. Free days are a great time to email all your friends and colleagues to ask them to order, review, and share your book.
There are also a number of sites that list free books. You can submit your book and they will list years. If you get a lot of orders in a short period of time, you can get featured on Amazon’s top lists, which will give you even more exposure.
Outside of Amazon
There are also a number of strategies you can use to drive traffic to your book from outside Amazon. Here are my favorite strategies:
1. Optimize Your Keywords
As I mentioned above, Amazon books tend to rank fairly high in Google search results. Use the Google Keyword Planner to determine what people are searching for as it pertains to your topic. Be sure to include those words and phrases in your title, description, etc.
2. Guest Blog
Guest blogging can drive traffic to your book in two ways. First, people who read your blog post can then click on the link embedded within the post to your book. Second, external links can be a huge boost to page ranking. Read the blog in this book on SEO to learn more about boosting ranking and the effect external links have.
3. Content Marketing
Content marketing is a great way to drive traffic to websites and products (books included). Check out the first blog of this book on content marketing to learn more about what it is and how to do it effectively.
To market a book, produce awesome content on the topic of your book and/or that is relevant to the same target audience for your book on different platforms and link back to your book. Here are a few great places to produce content. You can read more about how to use each of these within this book.
a. Udemy - If you have a non-fiction/education book, produce a video course on your topic or one of the mini-topics within your book.
b. YouTube - Produce short videos or video blogs on your topic or one that your target readers are interested in.
c. Quora - Answer questions on your topic. This is especially good for educational books, but I think there could be an application to non-fiction as well.
d. SlideShare - Create and publish presentations related to your book's topics. Slideshare is especially good for business related topics
c. Podcast - Start a regular podcast discussing topics related to your book or related interests of your target readers.
4. Public Speaking
Speak at conferences, events, Meetups, etc. Guest lecture at a local university. Host your own conference. Host your own workshop or Skillshare class.
5. Get Interviewed
Reach out to bloggers in your space and offer to do a text interview that they can publish as a blog post. Reach out to podcasters within your niche to see if they would be interested in interviewing you.
6. Share on Social Channels
Blast it out to your Twitter, Facebook, etc. followers. To learn more about how to share and distribute on all the major social networks and via some smaller “hacks,” read the last blog of this book on how to get more views and traffic to your content.
7. Email People You Know
Send a nice email to all your friends, colleagues and family asking them to share it with their friends, family, and colleagues. It’s much easier to Bcc a large group of people than to personalize each email.
However, I recommend you do because you will get better results. You can use a free product called Click to Tweet to make it easier for contacts to share it via Twitter. Making it easier for people should increase the chances that they actually do it.
Here’s an example of an email you could send asking people to share:
People will be even more prone to share if it’s during your free days because they will be giving something to their friends rather than asking them to buy something.
8. Paid Traffic
Buy Facebook or Twitter ads to your Amazon page. Paid ads can be a great way to drive specific demographics of people to your book.
How to Increase Website Traffic by Podcasting
What is Podcasting?
A podcast is an audio broadcast on the Internet. Podcasts can be subscribed to and downloaded through web syndication or streamed online to a computer or mobile device. Not only do I enjoy listening to podcasts, they can also be an awesome content marketing channel.
In this post I cover 1) what makes podcasting such an amazing customer acquisition tactic, 2) how to get started with creating podcasts, and 3) how to get more podcast listeners.
What Makes Podcasting Such a Great Marketing Channel
Podcasts are commonly consumed on mobile devices. And mobile usage is going through the roof worldwide! Thus, podcasting enables you to engage with people on time spent away from their computers where most other content is consumed. You can engage with people while they’re commuting to work or while they’re working out at the gym.
The Podcast marketplace is like a mini search engine. People that like Podcasts, such as myself, can search iTunes and find you that way. The Podcasts mobile app for iPhone has great search functionality too.
Someone searching the Podcast marketplace for content will not find your blog posts. Only Podcasts.
So if someone looking for information related to your field prefers to consume content in Podcast format, you will not reach them unless you have a Podcast! Having a Podcasts enables you to get more exposure by tapping into that audience.
Podcasting is a less crowded channel than blogging. There are way more blogs out there competing for eyeballs than there are Podcasts.
In my opinion, Podcasts create a much deeper level of engagement than most forms of content marketing. Listening to someone’s voice is much more personal than reading the text.
Per above, being a part of someone’s time outside their computer time is very powerful. Building relationships with potential customers are one of the main benefits of content marketing, and Podcasting is a great way to build relationships.
How to Kickstart Your Podcast Production Habit
All you need is a computer, an Internet connection, and a microphone! Thinking about what to talk about is probably the hardest part. Here are four ways to kickstart the content creation process:
1. Video to Audio
Extract the audio from your Udemy or YouTube videos. Publish the audio as Podcasts.
2. Text to Audio
Text to speech your blogs and books. You can use services like VoiceBunny to get someone to read the script you gave them and record it as audio. The work I’ve heard from VoiceBunny has been very high quality.
3. Reformat Other Content
For some people, the hardest part of creating a Podcast is thinking about what to talk about. Instead of racking your head for ideas, just talk about something you’ve already “talked” about in other formats. For example, if you’ve written a blog post about giving topic, talk about it verbally as a Podcast.
4. Interview People
Instead of doing all the talking yourself, have someone else do it. Think of a list of questions and record the interview. In addition, the person you interview will probably share it with their network and followers. If they have a lot of reaches, your Podcast will get more exposure!
Interviewing people is also a great networking opportunity. You can reach out to and meet people that you always wanted to. Everyone loves the press. Interviewing people is also a great way to learn. If you want to learn about growth hacking, interview a growth hacking expert on your Podcast.
How to Promote Your Podcast
As I said, the Podcast is like a mini search engine, so you will get some organic traffic and listeners. However, you will probably want to do some promotion to get even more listeners. Here are 5 ideas for promoting your Podcast to get more listeners:
1. Content marketing on other platforms and linking back to or mentioning your podcast.
2. Mention it in your blog posts. If you’re blogging about a certain topic and you have a Podcast about a related topic, link to that Podcast within the blog post.
3. Produce awesome podcasts. Pretty simple, huh? The better your content is the more likely someone will share it, mention it to their friends, or listen to your other Podcasts. Just like any other form of content, make your Podcasts, entertaining and/or educational.
4. Mention it when you speak in public. Next time you have a public speaking engagement, mention your Podcast instead of your Twitter handle, website, or blog.
5. Ask your friends, colleagues, and/or family to share a link to your Podcast on their social channels.
How to Get More Traffic and Views on Your Content
Content marketing (for example, blogging) is a great way to increase traffic to your product or website and to engage with potential relationships. For traffic and engagement to occur, people need to first find your content.
It’s often not enough to just have a piece of content out there on the web somewhere. If no one knows about it they won’t see it. This post is about how to get more eyeballs on your content.
If you’re using a blog post to market your product, you could link to your product within a blog post. For example, if you’re marketing a non-fiction ebook, you could write a blog post summarizing one of your points from the book in a way that’s valuable to readers, and link to your book’s page on Amazon.
In order for someone to click on that link, they need to first click on that blog post. Here are nice ways to get more views on your blog posts.
1. Niche Social Networks: Go Where Your Customers Go
Who is your target customer segment? Who are you trying to reach? Where do they hang out?
For example, photographers might be hanging out on Instagram. Business people who do a lot of networking might be on LinkedIn, oHours, etc.
People looking to rent an apartment hang out on Airbnb and Craigslist.
Developers hang out on StackOverflow and GitHub.
Many industries and interest groups have online forums or discussion boards. Think about what social networks your target audience is likely to be active on, especially the networks that pertain to your product area.
2. Share on Social Networks
The most obvious and easy way to get views on your content is to post it on all your social channels. This is especially effective if you have a lot of followers. A buffer is a great tool for managing multiple accounts and networks and scheduling shares. Here are some tips for using each of the major social networks to get traffic
My typical tweet structure when sharing is a blog post is “[post title] [link] [relevant hashtags].” For example, “How to Use a Blog to Market Your Business http://qr.ae/thBLo #blogging #contentmarketing”
Do some searching on Twitter to determine which hashtags to use. Some hashtags have an active conversation and many people following or engaging.
If you mentioned anybody in the blog, or if there is anybody in particular you think would benefit from reading the post, mention them in the Tweet by including their @handle.
There are two ways to get more views from LinkedIn. Status updates and groups.
Status updates will be seen by your connections and the connections of anyone who “likes” your update. Groups are great regardless of how many connections you have. Search for groups related to your industry, your target audience, or the topic of your blog post. Join them. Share your posts in those groups. Add some personalized commentary. Here
Share your posts as status updates. People who have you in their circles will see them.
Post to communities. Find relevant ones (similar to LinkedIn, above). You can post directly to communities from the shared container on your home screen and shown above.
You can add hashtags to your status according to the topic of the blog to increase the chances of someone finding it when searching. Also...and this is a big one...per Moz’s Search Ranking Factors, the number of Google +1’s a page has is the second most influential factor for how it will rank on search engines!
Share your posts on your personal profile or business page. Posts that have a picture will stand out a lot more.
Also, check out Facebook groups that pertain to the interests of your audience. For example, when I go to distribute this post, I will think about who would want to get views on their blog posts. Who uses blog posts to promote their product/service?
Many do, but I will focus on some the Facebook groups I’m most interested in and already a part of -- i.e. authors/book marketers, Udemy instructors/course marketers, etc.
3. Distribution Networks like Reddit
Reddit is a “social news” site where registered users can submit links and users promote the articles they like. The most voted articles get promoted on the front page of Reddit, which can lead to massive exposure.
There are a few other article distribution/link sharing networks that I use that pertain to startups: Hacker News, Quibb, and Growth Hackers. There are probably others for different industries that you’ll want to search for.
You could try asking friends, colleagues, or family to upvote your posts on these sites to start getting more exposure.
4. SEO: Improve Your Search Ranking
Many, many people go to Google to find stuff, blog posts included. Social networks, such as Twitter, are more for “passive consumption.” You see what articles come your way and click on the ones you want to check out. When there’s something more specific that people are looking for, they go to Google.
Therefore, you want to improve your search ranking as much as you can so your posts will surface higher than your competitors.
5. Produce on Different Content Platforms
To get more “top of the funnel” exposure, produce content on different platforms. Blogs are not the only way to reach people. By producing different content formats for this platform you can reach a wider audience because 1) platforms are like miniature search engines, and 2) each platform has slightly different use base demographics.
Here are six platforms you should check out, and which I discuss in more detail earlier in this book:
a. Udemy - educational video courses
b. Podcasts - audio radio shows
c. Quora - text questions and answers
d. SlideShare - presentations
e. YouTube - video
f. Amazon - self-published books
If you’re having trouble thinking of what to produce for these platforms, try repurposing material/information in other formats into the format of the different platform. For example, transcribe a video into a blog post, or extract the audio of a YouTube video into a podcast.
6. Set Your Gchat Status
Put a link to your blog as your Gchat status. Your Gchat contacts will see it under your name in their list of contacts.
7. The link in Your Email Signature
Update your email signature every time you write a new blog post. Everyone you email will see it. Here’s an example of a great email signature: This is important because Gmail users will not see your signature at all after they’ve seen it once unless it has been updated.
Gmail hides signatures from display in an email. By changing your signature every so often you enable Gmail to display your signature again.
8. Offer an Email Newsletter
By allowing people to opt in to receiving your blog posts by email, you increase your potential to get traffic on your posts. Every time you publish a post you will have a list of people to email.
Display your email opt-in form prominently on your blog. You could even highlight it or ask people to sign up for it at the end of blog posts. MailChimp or Aweber are some of the most popular email marketing products. I use MailChimp.
9. Include a Call to Action
You don’t want people to just view your content and then just browse away and forget about you. You want to either sell them something or get even more engagement so you can sell them something later. It sounds cold-hearted, but hey, it’s a business, and revenue is what most businesses are after.
Don’t expect people to reach out to you asking to buy your product/service. Make it easy for them. Every step in the process is one more opportunity for them to stop.
The call to action could be:
To check out other posts on similar or related topics
To sign up for your email newsletter
To schedule a free consultation call with you
Thirty-three More Ways to Drive Traffic to Your Website
There are many ways to drive traffic to your site in addition to content marketing. There are also some smaller content marketing tactics that didn’t warrant a full blog or analysis in this book.
Below are thirty-three more ways to generate traffic. I will be covering each these strategies and tactics in more detail in my next books, so be sure to sign up for my newsletter at stpcollege.com to stay in the loop.
1. Speak at conferences, events, and Meetups
2. Host webinars
3. Teach a Skillshare class
4. Organize a conference
To learn more about Twitter Marketing, check out Twitter Marketing: Automated and Optimized with 13 Twitter Apps via stpcollege.com
We are what we do
Partnerships and Affiliates, Virality, Networking, and Referrals, Paid ads, Press, A few more quickies
1. The field of marketing is changing drastically. Traditional marketing and advertising methods are proving to be inefficient and in some cases ineffective.
2. Content marketing is a great way to attract, engage, and acquire customers. Start by understanding who they are and where they “hang out.”
3. Produce high-quality content that’s entertaining and/or educational and tailored to your target audience.
4. Tap into platforms like Quora, Udemy, Amazon, Podcasting, YouTube, and SlideShare to massively expand your reach and get more traffic.
5. Promote your Twitter your profile or tweets with paid ads
6. Reply to a potential customer and engage in a friendly and helpful way
7. Use relevant hashtags when tweeting and sharing your content
8. Include a link to your site on your profile
9. Follow potential customers. They will get a notification and may click through to your profile and potentially your site.
10. Mention people – they will get notifications and may respond, exposing you to all their followers
11. Create a group relevant to your audience. Link to your site in your profile and provide the group’s description
12. Sponsor Meetup groups that have your target audience as members
13. Meet people in person and tell them about your site
14. Partner with people and companies who have the audience you want to reach. Offer them something in exchange for sharing you with their audience.
15. Find affiliate marketers who take commissions for selling your product
16. Incentivize users with premium services, content, and/or discounts for sharing your product with their friends.
17. Allow people to brag about their accomplishments (for example, a badge on Foursquare)
18. Enable user-generated content that they will want to share with friends
19. Make a user’s experience better in some way by having more friends use the product
20. Network with your audience and people who know your audience – go where they go, reach out cold, or ask for existing network for introductions
21. Ask your contacts to forward or share your site or content with anyone they know who would benefit
22. Go to conferences and events where your customers will be – get a booth, give out business cards, and/or collect emails
23. Pay Per Click Advertising – advertise via search, social, and email newsletters
24. Check out StumbleUpon, Taboola, Launchbit, and Outbrain for buying exposure
25. Get press coverage from big publishers or niche blogs in your space
26. Pull a PR stunt (for example, half.com had a town named after them)
27. Distribute a press release through sites like PRWeb
28. Guest blog for blogs that your customers read
29. Check out a service called Help a Reporter Out. They connect journalists and people looking for press.
30. Post paper flyers, handouts, or cards in public places where your target audience is likely to hang out in real life
31. Post in relevant discussion forums and link back
32. Comment on blogs that your audience reads and link back contextually
33. If appropriate, post a deal to Groupon or LivingSocial