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Digital Content Marketing Strategy

Smart Digital Content Marketing Strategy Tweaks

Posted by | Content Marketing | No Comments

Smart Digital Content Marketing Strategy Tweaks to Make Now

Whether you manage your own digital content marketing strategy or outsource it to a freelancer or agency, you may be at the point where you know what kind of content works best for your target audience. But the online world is constantly evolving, so it’s important to continue to look at what you’re doing and update your digital content marketing strategy. Here are a few small ways that you can revamp things.

Rethink Your Push Advertising

Online push advertising strategies may include things like video ads that you have to watch before you go to a web page, banner ads, splash pages and pop-up newsletter signups on a website. More and more, these “pushes” are becoming a big turnoff for potential customers. Alternatively, content that introduces storytelling is becoming more favorable. A Forbes article explains that audiences are growing tired of the idea of having content pushed at them for content’s sake. Consumers now crave a story and a reason to give their undivided attention to your content! Check out how Califia farms tells stories on its popular Instagram page here. Another example: Tentsile’s “tent life” visual storytelling here.

Start a #Conversation

Along the same lines as storytelling, some good content marketing strategies center around starting a specific “conversation” and driving awareness. Making content approachable and more conversational has become a successful way of reaching audiences. One way to do this is to create a hashtag movement that allows your target audience to feel as if they are a part of something. These can vary and be anything from activism to consumer lifestyle related. A few examples of this include the highly successful (we’re talking around 6.2 million people using it) #IceBucketChallenge, which brought awareness to ALS, or Lou Gehrig’s disease. #BlackLivesMatter has been used around 12 million times, and became a political movement. A fun example is how the No Your City folks who are producing a documentary series have used #NoYourCity to gain a solid following. Same goes for #WWCamp and #DogsOfWeWork, used by the co-working space company WeWork to engage members to share moments.

Focus on Your Existing Customer Base

There’s often a lot of focus on building your audience, which is definitely a valid strategy, especially for a new business or brand. But an equally if not more important content marketing strategy is customer retention. Instead of constantly fighting for new business, look to your existing customer base. How can you get them back? How can you engage them more efficiently? Is it through a strategic email campaign, social media campaign or updating your website to make it more user-friendly? (We can help you both determine a content marketing strategy and execute it, by the way.)

Need some help getting creative with your content marketing strategy? Read our blog on How to Use Mind Mapping for Content Ideas. Or give us a shout.

Photo credit: UCONN

How SEO Content Has Changed in 2017

Posted by | Content strategy, SEO marketing | No Comments

Image Credit: Vertical Response

As the digital world is constantly evolving, so do the ways in which we do business online. With search-engine algorithms constantly being updated, marketers and writers like us have to rethink SEO best practices in order to create successful SEO content for our clients.

Let’s explore how SEO content has changed in 2017…

Hyperlinks: Less is More!

In the past, content writers tend to focus on the amount of links in their content. Now, forget about linking so much and make your content the priority. Your audience will appreciate quality, engaging content that remains relevant to their (and your) goals.

We suggest inputting one internal link and one external link within your content. If your content is lengthy or if it naturally requires more link love, then go ahead and add more where you deem appropriate!

So, start easing up on the hyperlinks, and focus on what truly matters: the quality content that is made for your audience.

Keyword Optimization: Go Organic

When you think of SEO, keyword optimization is typically the first thing that comes to mind. We’ve all been taught to ensure that particular keywords appropriate for the site at hand get placed word-for-word within the content. Well, this is just no longer the case.

Using RankBrain, a ranking algorithm learning artificial intelligence system (there’s a tongue-twister for ya!), Google is able to pick up on similar words within your content in order to optimize SEO. In its 2017 SEO guide, Hubspot writes, “Today, it’s important to optimize your page for the user experience.” Meaning: Write for the user. You don’t need to stuff certain keywords in there just to have them. Google got smarter. This is a huge bonus for us writers! We can write focused content without having to be at the whim of specific keywords.

Now, you can focus on writing outstanding content instead of rewording your message over and over again in order to ensure that you are following SEO best practices.

The Homepage: Simplicity is Key

The homepage is the first landing spot for your potential customer. When creating a website, you may feel the need to cram as much content as possible into your homepage in order to convey your message. Stop that.

We are here to tell you that the more simple your homepage is, the more likely your followers will be drawn to your company. Examples of websites with charmingly simple homepages are: Dropbox, AirbnbEvernote….and hey, Message Sprout 😉

Instead of filling that first page with lengthy descriptions, write simple hooks that will draw in your audience, send them them to other pages on your site for more info!

Mobility: Quality Videos and Images

One of the trends in 2017 that is taking the digital world by storm is the increased use of mobile devices to access online media. A MacRae’s Marketing article on content marketing trends suggests that “content must be geared toward mobile device users even more this year.”

That said, content such as images and videos are utilized more often in order to grab a user’s attention. Spend some extra time optimizing these two types of content! This means not only making sure that your visuals are SEO-worthy, but that they are also of high quality.

2017 is a year for change. Users are becoming more involved with the help of the increasing mobility and accessibility of online platforms. So focus your efforts on ensuring that your content has more quality SEO in order to make the connections that you need to be successful.

Using current content writing best practices is one of our fortes! To learn more about our copywriting services, go here.

How often should I blog?

How Often Should I Blog?

Posted by | Web content strategy, Writing a blog | No Comments

By now, you know the importance of maintaining a blog for your business. Blogging helps improve your SEO and discoverability, while positioning yourself as an expert in your industry. It also provides you with fresh content to share on social media and in your email newsletters.

But what may be less clear is how often you should post on your blog. While there are rules of thumb for how often to post on social media, there’s no hard-and-fast rule when it comes to the ideal frequency of blogging. Here are some things to consider as you decide how often to blog. Read More

SEO content audit

SEO Content Audits 101

Posted by | SEO marketing | No Comments

By this point, we hope you’re aware of search engine optimization best practices and are doing a killer job applying them to your website. But unless you’re an SEO expert, you may be missing out on many opportunities to optimize your content and increase your search engine rankings.

Having an expert like Message Sprout conduct an SEO content audit offers valuable insight on how to improve your website. Read on to learn more about what a content audit entails and how it can benefit your business. Read More

Buzzfeed quizzes

Incorporating Interactivity Into Your Content

Posted by | Web content strategy, Writing a blog | No Comments

Is your Facebook newsfeed cluttered with your friends posting their results of online quizzes? While these may make your eyes roll, interactive content like these quizzes is proving to be effective in driving reader engagement and virality.

Not only does interactive content drive deeper engagement with your brand, says Marketing Land, but with its increasing popularity in the content marketing world, failing to adopt it may leave your business behind in the dust.

While traditional blog posts and articles will likely remain important and well-utilized media formats, it might be time to dabble in interactive content and see if adding it improves interaction and engagement for your business. Read on to learn more about different types of interactive content and how to get started. Read More

Email newsletters

Why You Should Start an Email Newsletter

Posted by | Copywriting, Strategic Communications, Web content strategy | No Comments

Do you interact with customers when they’re buying your product or service, but never communicate with them ever again? If you fail to follow up with customers, you’re losing a major opportunity for continued sales.

Starting an email newsletter does require some work, but the ability to engage customers and prospects can bring major returns. Read on to learn about the benefits of creating email newsletters and how to get started. Read More

How to Use Mind Mapping for Content Ideas

Posted by | Social media tips, Web content strategy, Writing a blog | No Comments

You already know about the importance of content for your business (hint: it’s vital for SEO, social media material and engaging with your customers). But with the need for so much high-quality content, you may find yourself running out of ideas on what to post on your blog or social feeds. When you’re struggling to generate new content ideas and need a brilliant burst of creativity, we suggest you turn to the popular technique of mind mapping. Here’s how. Read More

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