1. Optimize Your Post

If you’ve been here before, you will already know the importance of using keywords in your blog posts. A recent study by blogger.com from August 2014, shows that although 60% of businesses have blogs, 65% of those spaces haven’t been updated in the past year. So whether you’re old or new to us, we suggest that there’s nothing wrong with giving all of your posts an SEO review.

It’s important to keep your content fresh and modestly packed with keywords that are relevant to what people are searching for today. Not to mention, adding SEO to your images which are just another opportunity to be found on the web.

2. Facebook, Twitter and Pinterest

If you don’t have time for anything else, Facebook, Twitter and Pinterest are your main channels through which to send your posts out to the sphere. If you didn’t catch it, our latest piece taught you how you can create Social Media Posts on the Fly using our Professional Online Marketing Toolkit. Sending your post through these channels will be the first place to go and will continue to get you the same amount of attention—so far this is probably getting you likes, but we can do better.

3. StumbleUpon

StumbleUpon was founded in 2002 and is a discovery engine that finds and recommends web content to its users—being you. After you sign up for an account you are able to “stumble” and rate different blogs and webpages, and others will be doing the same for you. This means that you will be getting more views that can translate to more likes and shares of your content.

4. Google +

Many people have created an account, but aren’t really sure how to maximize its use. In their Complete Guide, Mashable asks users why someone should use Google+. They received over 500 positive responses advocating for the platform including: “a cleaner way to selectively share data with others,” “a lack of distracting elements,” the ability to “share based on mutual interests and get exposure to interesting people and ideas”. Google+, at the end of 2013, was receiving 1.2 million page views per month.

5. Delicious

Similar to StumbleUpon, Delicious is a social bookmarking web service for discovering new web pages according to interests. They make it very simple to add web pages.

6. Friends and Colleagues

Don’t be shy about asking friends and colleagues to share your content. As long as it’s quality (which we already know that it is), your associates won’t mind giving it a little push. The more people in your circles you get to pass it on means more exposure to their circles and so on.

 7. Link to Your Own Past Blog Posts

Wherever possible, link to your past blog posts. Just because it was written last month, doesn’t mean that it isn’t still relevant to your reader. Presenting them with a link lets them know that it’s there. By doing this, you’re still adding to the virality of your past posts while simultaneously enhancing the information on your most recent—creating more reason for people to share.

 8. Reference Other People’s Blog Posts

Referencing content from other people or businesses with the same interests helps you to get noticed. Directing people to other experts in your field shows that you are familiar with the leaders in your industry, the literature that they write and you aren’t afraid to share the wealth. These people will come to you for their next question.

9. Add it to Your Newsletter

If you are writing for a business blog, they may send out a monthly newsletter to keep your potential customers updated on the latest news in your company. You’ll want to secure a spot to include a summary of your posts for the month—these readers are actually interested in receiving your content.

10. Add it to Your Signature

Adding your URL to the bottom of your email signature is simple, but effective. Add the name of your blog plus a path to click and you’ve instantly increased the potential eyes on your space. You’ll be promoting your content without even thinking about it.

Optimizing your post, shameless social media posting, subscribing to social bookmarking sites, sharing within your own circles, back-linking, using your company newsletter and adding to your email signature are all ways to make your blog posts go viral. Add these steps to your marketing mix when promoting your blogs and watch your numbers immediately increase.

Let us know the results with any comments or questions on Facebook.

Since different platforms require different ways of thinking—Facebook posts are longer than those for Twitter, which have a different voice than LinkedIn status updates —there’s no real cut and paste. We have, however, put together this toolkit to help you create better content, faster. Bookmark this Online Marketing Toolkit for templates, tips and tools that you can use over and over again to enrich your social media accounts, your business blog and even your company website.

Building an Editorial Calendar

Where are you in your business blogging journey? Whether you’ve just started or have been blogging for years, it’s helpful to create and refer to a well-thought out editorial calendar. However, there’s no need to re-invent the wheel – check out the Blog Content Planning Guides and Editorial Calendar Templates by B2BInbound to get you started.

Creating the Title for Your Blog

Need help filling that calendar with ideas? While the content is up to you, there are many scientifically proven ways in which to effectively present your ideas. Are you going to be doing a case study this week or just covering the basics? This list, brought to you by Freelance Writing Solutions gives you great templates for possible blog titles that will catch a reader’s eye. No muss, no fuss.

Writing a Blog Post

As important as your business blog is, the more time you can save while still creating quality content, the better. B2Binbound suggests using their blog template that takes you through a checklist for creating valuable but concise articles, consistently. Creating your own template can be a great way to maintain your voice when inviting informed colleagues or guest bloggers to write a piece.

Downloading Images Quickly and Legally

We’ve talked in the past about the importance of images in breaking up wordy text and visually representing ideas. There are tons of places online such as Free Images and Google Image Search that allow you to search a single keyword and receive great quality images for free. Google Image Search now has the option to search images by usage rights and is a leading site to find free stock photos for your blog.

Resizing Images Without Photoshop

In order to maximize space, it’s important to be familiar with the image sizing guidelines pertaining to Facebook, Twitter, LinkedIn, Google+ and other platforms. Socially Stacked’s The Ultimate Social Media Template Guide offers interesting tips and tricks and lays out the recommended dimensions for a wide range of social networks.

Now that you know the right sizes, upload your image into iPiccy and either resize or crop the photo. You can also apply beautiful photo effects and filters, all within seconds and completely free.

Sending Your Content to Different Channels

Now that your blog post is done, marketing it through your different channels will be a breeze with these helpful social media templates that offer effective options for building your statuses faster.

The Next Web’s templates will help grow your Facebook Page, while HubSpot is ever helpful on Twitter and all other social media sites.

Recycling Old Content

You don’t need a skilled graphic designer to recycle existing content into something exciting and new. When the time comes, Simple Booklet lets you turn your existing marketing collateral into web-based booklets that you can then post across social networks, email and embed on your website.

Checking for Spelling and Grammar

Even the work of the best copywriters and content creators requires a second look. Save time by slipping your content—whether it be a lengthy blog post or a short Facebook status—into Online-Spellcheck.com to ensure it is polished and typo-free.

Voilà!

Instead of re-inventing the wheel, visit these resources for help creating an editorial calendar outline, writing blog and social media posts, downloading and resizing images, breathing new life into old content and proofreading. Save time and enrich your content with this Professional Online Marketing Toolkit and send it to your friends!

What are your favourite tools to use? Let us know in the comments or on Facebook.

Don’t Steal Content

Plagiarized, or duplicate, content is a big no-no in the world of the Web. While taking small sections from other sources and citing them properly is permitted, think twice before you copy and paste information that belongs to others. Google, which values unique, valuable content, will figure it out.

Don’t Stuff Keywords

A well-known black hat trick, keyword stuffing is the practice of adding extra keywords (in some cases, many extra keywords) to page content in order to try and improve rankings on search engine results pages, or SERPs. Outdated and considered poor etiquette, you’re much better off not.

Don’t Use Link Schemes

A technique that used to be all the rage, Google has been cracking down on websites with unnatural link schemes via updates like Penguin 2.0. This includes using article directories, blog comments, link farms, hidden links and similar tactics to build backlinks to your website that, unfortunately, won’t be recognized as legitimate.

Don’t Rely on Content Spinning

Spinning content, or rewriting existing articles so that they appear different to search engines, is an SEO don’t due to the increasing focus on originality. Many of the for-hire writing services turn out inferior work at a low cost and, while you may not be flagged for duplicate content, readers gain no value from this. Repurposing content, if necessary, is a much better bet.

Don’t Spam Users with Ads

At the risk of sounding repetitive, a key part of SEO these days is, to put it simply, creating websites based around offering real content to real users. Google is getting better at detecting this, meaning sites that are overrun with advertisements are less likely to rank properly. Part of search engine optimization is offering a great user experience.

When it comes to SEO, stuffing keywords, stealing information, building unnatural links, spinning content and going overboard on ads are 5 key don’ts. Learn more about the relationship between businesses and search engine optimization here and here and stay tuned for Part 2 for 5 more tips!

Image Credit: SEO Punishment by Sean MacEntee, CC license

With the goal of being seen and shared on the world’s social networking sites it’s good to build your posts knowing that images get 94% more views and are digested 60,0000 times faster than those without. Not to mention, the alt tag (or image description) acts as a second layer of SEO. Below is a breakdown of 4 different types of images that can enhance your content.

Personal Photos

A most effective tactic is to completely personalize your material. You can do this by infusing your writing with your own photos. As a content creator, every one of your experiences has potential to teach the world.

For example, in your post on Mexican woven textiles, including snaps of your trip to the factory can evoke an emotional attachment by giving readers the feeling that they are actually with you.

Charts, Graphs and Infographics

Instead of making your reader scan and re-scan your words, try making that dense post much simpler by putting the data where it should be – in visually appealing graphs. Charts and graphs give you the opportunity to use colour to help separate themes and thick visible lines and numbers to easily compare outcomes. If your post is all data, an infographic is the perfect way to tell your story. What would normally be consumed in 15 minutes, can now be swallowed, digested and retained in a matter of 3″

Stock Images

Stock imagery includes photographs and illustrations that can be bought on a royalty-free basis. In many instances they can serve as an inexpensive alternative to hiring a photographer. To make sure you stay on the right side of intellectual property laws, opt to purchase or license imagery, or find images under Creative Commons licensing at sites such as Flickr or www.500px.com. The quickest option is to look for photos that require attribution only which calls for a simple credit to the photographer and a link back to their page.

Imagery acts as a break from text where an engaging, relevant and carefully placed visual is not only great for setting the pace of your story but it helps assure the reader that your post will be short, digestible and useful, thus increasing your website’s average session duration.

Funnies

Comics can act as a wonderful outlet for your sense of humour. When relevant, it works to make heavy content lighter while still being effective at getting your point across. Comics are an acceptable way to poke fun at the ridiculousness of your industry or a life experience that might be shared by your readers in general. Most stock libraries will offer comic illustration options. Be sure to follow the copyright instructions to continue to protect and enrich your brand.

Personal photos, charts & graphs, stock images and funnies are all great images that are sure to enhance your content. A picture is worth a thousand words is a very old saying that is relevant now more than it’s ever been.

Photo credits:

Mexican Textile Factory: Angela Sevin, Flickr; Comic Strip: Duncan c, Flickr

Recycling your content can not only give you a boost in SEO, but strengthen your impact with current customers. It also gives you the opportunity to establish yourself as an industry leader to a new target by using a new medium. Below are a few ways you can breathe refreshing new life into that tired old content.

1. Create a Brand Spanking New Ebook

Building a high-quality ebook out of your blog posts makes a trophy out of all the championing you’ve done so far. It’s simple to gather your most popular posts, customer questions and comments to create the outline for your ebook. Then be sure to add value to them through additional insights and advice, original photos and a fresh design. Depending on the length and quality, it can serve as great free content to attract leads on your website.

2. Convert a One-Shot Post Into a Multiple-Shot Series

Take that 12-fact blog post that you ran last year and craft it into a 12 email treat for your customers. By adding new helpful advice, photos, examples, and rearranging the sequence, you can extend the life of that post, plus attract new traffic, leads and possibly customers. Spice up your email campaign by using free software such as Campaign Monitor to give you that professional feel.

3. Build an Infographic or Instructographic

If you find that your content contains a lot of data, infographics are a great way to relate detailed or complex information as something that is fun to read for your followers. Use software like Piktochart or Visual.ly for a polished DIY project. If your post is a “how-to,” you can create an instructographic for Pinterest that, similar to an infographic, is the new way to blend instructions and graphics to ease the learning process.

4. Slide It

If your post is data-heavy, your visual learners will appreciate a slide show of facts and insights on your topic rather than words on the screen. Make your slides simple with a less-is-more approach, meaning 3 lines per slide and use simple graphics and compelling images to reinforce your message. You can then promote your presentation by starting a conversation on Facebook, Twitter and LinkedIn or, up the ante by hosting a professional webinar for your company.

5. Be The Guest of Honour

If a topic has been popular with your own followers, it’s a good candidate for a guest post. We really liked the idea of the “Hub-and-Spokes method,” where you view your original piece as the hub and the guest post(s) as the spokes. If you imagine these parts on a wheel – connected – you will see that the content will continue to drive traffic back to your site. Managers of other sites are often happy to accept outside work on their website as long as it’s relevant and of good quality.

Creating an eBook, expanding a single-shot into a multiple post series, putting together a cool graphic, presentation and guest posting are great ways to give yourself a creative concept break by repurposing your existing content. Recycling content can work brilliantly, just be sure you are adding value wherever possible to the original post.

How do you recycle your content? Let us know on Facebook or Twitter @YabstaDigital

Photo credit: http://bruceandsallywitt.wordpress.com/

Often, non web-savvy business owners will hear about how popular Facebook is, assume they need to be represented there at any cost, then whip up a quick and dirty profile with no ongoing management plan just to be able to say: “My business is on Facebook”. Needless to say, this can risk you projecting a confusing image, or worse, appearing lazy/lackluster for not committing to a regular posting schedule.

The reason I’m focusing on this topic is because it’s in every business owner’s best interest to really think hard about their business before making the jump to Facebook. Some questions you should ask yourself:

1. Do I have the ability to make my field of business come across as “interesting” to my target audience?

2. Do I have enough time and shareable content to be able commit to a regular posting schedule?

3. Is my business’s image engaging enough that I can jump right into Facebook without a significant rebranding?

If you can honestly answer “yes” to these three questions, then chances are you’re ready to start a Facebook business page. Social media users are notoriously short attention-spanned with the content they consume, so the more “interesting” your field comes across as, the more likely you’ll be able to craft a brand message that appeals to this audience. This isn’t to say that any business can’t have an engaging Facebook presence, but it really comes down to what product/service you have to offer and how dedicated your social media manager is.

So how do you decide when your business is ready to make the jump Facebook? First, consider your audience’s relation to your product. Are they excited about it or is it just something that they need, but don’t necessarily have an emotional connection to? Is it something they begrudge (a clamping/tow truck company)? Something “mundane” (a laundromat)? Or perhaps something that’s controversial (a political cause)? It’s up to you to decide on whether the public perception of your message makes it worth the time commitment and overall effort.

To conclude, one of the most engaging part about a business’s Facebook page is it’s voice. Even having just cautioned businesses in fields where upkeeping a Facebook presence might prove challenging, it still stands that a competent social media manager can write a compelling brand message regardless of business type if they’ve done their research and understand their target audience. So, to answer the question posed in the title of this post: “yes”, as long as you are fully committed to establishing a compelling voice and have the time/resources to follow through on it. Otherwise, it might be time to seek outside help.

Set Goals

What do you want to achieve through content marketing? What do you want to gain from the time and money you put into the creation, distribution and promotion of eBooks, blog posts, white papers? Common goals include increasing web traffic, leads and customers, building awareness of your brand, generating blog subscribers and becoming more active online. You should also evaluate current marketing data like conversion and bounce rates.

Research Your Target Audience

Understanding your target audience is key to creating a content strategy that works. Research the demographics and online behaviour of your audience, and consider your ideal customers’ personalities, occupations, needs and wants. Conduct surveys via email, your company website or social media to get a grasp on what potential customers are looking for and how best to connect with them. Another simple, budget-friendly research tactic is to track keyword, product and brand mentions on social networking sites like Facebook and Twitter. What are they doing online and how can you use your content to reach them?

Analyze Your Competition

Take a look at your competitors. Analyze what they’re saying and how they’re disseminating this information and the types of content they’re creating Are they focused on offering downloadable eBooks and white papers, or are they going the business blog route? You can gain an advantage by offering something that you know they’re not. Use a backlink analysis tool such as WooRank or MajesticSEO to see who’s linking to them and why, and search their company name on Twitter and other social media sites to see if, and how, their brand is being discussed. Are they doing something that you should be, but aren’t?

Take Stock

Next, take stock of the content your have already created and distributed and how it performed. Look at social shares, page views, downloads, comments and lead generation and identify which pieces were exceptionally well-received, if any. Next, keeping your target audience in mind, decide on the types of content you want to offer. Popular forms include eBooks, blog posts, infographics, case studies, interviews, surveys, contests, podcasts and webinars.

Schedule Your Plan

Before you go ahead and create content, develop a schedule that alongside your annual business plan. Break it down week by week, day by day if possible. Include the subject matter, content format, the date it is to be published, the distribution channel and the keyword or keyword phrase the piece will be targeting.

Refer back to Step 1 in this process and attach goals to your schedule, such as a certain number of clicks or shares. The more detail, the better. Having your strategy planned out in front of you will help you stick to it.

Setting goals, better understanding your target audience and following competitive activity will allow you to provide content that not only appeals to your target audience but fulfills their industry-specific needs. Once you complete these steps, you’re ready to begin creating and sharing informative, useful information with your audience. Tracking the reach of your content following distribution is a great way to evaluate whether your content marketing plan is getting the job done.

Image Credit: Fernando Biz

Social Media

One of the most obvious ways to get noticed is to promote, promote, promote. Social networking sites, namely Facebook and Twitter, are essential to marketing your small business. Establish a consistent visual identity through profile, cover and background images that match your website, and provide prominent links to your site on your profiles – this may seem like a no brainer, but it’s easy to overlook. Foster genuine, personal discussion with users through a combination of self-promotional posts and links to industry-relevant, interesting articles. Positive Facebook and Twitter interactions lead to shares, likes and retweets, expanding your company’s reach and the likelihood of lead generation. If you’re offering a special sale or promotion, and you should be, create a Facebook event or hashtag campaign directing users to your website for more information. While spamming your followers comes across as self-absorbed, authenticity and honesty are highly valued.

Search Engine Optimization

Attracting Google’s attention via well-executed search engine optimization is another way to get your business recognized. On-page SEO involves researching a set of keywords that, ideally, have both global search volume and relatively low competition. Localization is great – for example, you have a much higher likelihood of ranking for the keyword “Toronto digital agency” than “Ontario digital agency.” Optimize each page of your website for a single relevant keyword, which should be placed in strategic places, such as within the body text and heading. When it comes to off-page SEO, aim for backlinks from authoritative, relevant websites and remember that quality trumps quantity. Appearing in the first few pages of Google’s search results means a higher likelihood of searchers choosing your website.

Google also monitors how Web users interact with your site – if you have a high bounce rate, they know (is there anything they don’t?). Your site will rank higher and gain more attention if it is optimized to provide visitors with a positive experience. User optimization involves simple, straightforward navigation – ensure that they can find the information they’re looking for quickly and easily. In turn, Internet-goers are more likely to spread the word about your small business, leading to increased exposure and more traffic.

Content

Creating and posting fresh, engaging content is a tried and true inbound marketing tactic for appealing to audiences. Genuinely valuable articles, blog posts and eBooks draw people in; if you’re posting useful stuff, they notice. Conveniently, content, SEO and social media all work together – everything’s connected! Remember how important promotion is? Promoting your content on Facebook, Twitter and other networks is a great way to get the word out about your business while still providing something of value (people love that). Content also boosts SEO and business blogging is a great example of this. Each blog post adds a brand new, indexable page to your website, and each of these pages can be optimized for a different keyword. The more indexable pages your website has, the more likely it is to rank in the search engines and get noticed.

Getting your business noticed online means utilizing some of the top digital marketing tools available. Social media, search engine optimization and content are a few of the best ways to bring your site to the attention of Web users, be it on your Facebook page, Twitter feed or as a search result on Google. Our digital experts are available to discuss devising and implementing a marketing strategy that meets your needs. Contact us here.

Image Credit: Level 343