{"id":1766,"date":"2017-10-04T18:38:15","date_gmt":"2017-10-04T16:38:15","guid":{"rendered":"http:\/\/147.91.204.66\/wordpress\/14-ways-to-get-smarter-with-your-content-and-seo\/"},"modified":"2017-10-04T18:38:15","modified_gmt":"2017-10-04T16:38:15","slug":"14-ways-to-get-smarter-with-your-content-and-seo","status":"publish","type":"post","link":"http:\/\/147.91.204.66\/wordpress\/14-ways-to-get-smarter-with-your-content-and-seo\/","title":{"rendered":"14 ways to get smarter with your content and SEO"},"content":{"rendered":" <style>\r\n  .ui-tabs {display: table; }\r\n  .ui-tabs-nav {display: table;}\r\n \r\na.ui-tabs-anchor {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 15px; \r\n\tcolor: #B52700;\r\n        margin: 5px 20px;\r\n}\r\n\r\ndiv.ui-tabs-panel {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 14px;\r\n\tfont-weight: normal;\r\n\tcolor: #B35B22;\r\n}\r\n\r\n  <\/style><p>See details of post 14 ways to get smarter with your content and SEO below<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-large wp-image-283740\" src=\"http:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2017\/10\/smart-brain-ideas-ss-1920-800x450.gif\" alt=\"\" width=\"800\" height=\"450\" \/><\/p>\n<p>Despite the many ways Google has changed the search game over the last five years, one truth remains: content is the vehicle that drives your consumer interactions, engagements, experiences and, ultimately, conversions.<\/p>\n<p>However, only 41 percent of marketers think their organization is clear on what an effective or successful content marketing program looks like, according to the Content Marketing Institute (CMI).<\/p>\n<p>Marketers aren\u2019t just lacking confidence in their efforts; these are real and measurable deficits. In fact, only 20 percent of B2C and 50 percent of B2B content earns any engagement at all, my company\u2019s research has found.<\/p>\n<p>That\u2019s a lot of wasted effort and resources invested in content that ends up just floating around the web, winning zero business benefit for its creators.<\/p>\n<p>In this post, we\u2019re going to take a look at content through the SMART lens. SMART is a goal-setting framework in which S stands for Specific, M for measurable,\u00a0A for achievable, R for relevant and T for timely.<\/p>\n<p>Below is my variation that explains how to apply search engine optimization (SEO) to your content within a SMART framework, giving you\u00a014 concrete ways to make your marketing more effective and to win you more business.<\/p>\n<h2>S \u2014\u00a0 Specific content wins every time<\/h2>\n<p>Content is not about what your marketing team wants to say. It is about providing insight and information that your audience actually wants to hear.<\/p>\n<p>SMART content is designed for a specific audience, based on your understanding of their needs, preferences and intent.<\/p>\n<ol>\n<li><strong> Get to know your audiences.<\/strong><\/li>\n<\/ol>\n<p>There\u2019s much more to this than keyword research. Where do your consumers live online? What\u2019s their intent when performing certain types of searches or engaging your brand in social? What action are they most likely to take at that point? Understanding the audience you\u2019re writing for is the foundation on which SMART content is built.<\/p>\n<ol start=\"2\">\n<li><strong> Discover opportunities through topical research.<\/strong><\/li>\n<\/ol>\n<p>How well do you understand the competitive environment in the verticals for which you\u2019re creating content? Today, you\u2019re competing for eyes and clicks. Your competitors may be other companies, but you could be competing for space in the SERPs against media brands, bloggers, influencers and more. Without that bigger-picture, bird\u2019s-eye view of relevant search and social spaces, you\u2019re flying blind.<\/p>\n<p>Evaluating the content gaps not covered by your competition provides you with opportunities to create engaging content that speaks to people in the key moments that matter.<\/p>\n<ol start=\"3\">\n<li><strong> Choose content formats wisely.<\/strong><\/li>\n<\/ol>\n<p>Which media will you incorporate to best illustrate your message, engage your audience and reach people across platforms?<\/p>\n<p>Don\u2019t limit yourself; a single piece of content can incorporate several types of media, including socially shareable images, quick video clips and embedded media, like SlideShares.<\/p>\n<p>This gives you various ways to convey your message, but it also allows you to appear in different types of search results (like Google Images) and on different search platforms (like YouTube or SlideShare\u2019s internal search), as well.<\/p>\n<h2>M \u2014 Measurable content delivers on the metrics that matter<\/h2>\n<p>Content marketers are getting better at proving the business value of their activities. Just two years ago, only 21 percent of B2B marketing respondents to CMI\u2019s annual content marketing survey said they were successful at tracking ROI. Now, in 2017:<\/p>\n<ul>\n<li>72\u00a0percent are measuring their content marketing ROI.<\/li>\n<li>51\u00a0percent are using a measurement plan to provide both insight and progress toward the business goals.<\/li>\n<li>79\u00a0percent are using analytics tools.<\/li>\n<\/ul>\n<p>How can you make your content marketing efforts measurable?<\/p>\n<ol start=\"4\">\n<li><strong> Choose metrics that matter and align with your business goals.<\/strong><\/li>\n<\/ol>\n<p>Which KPIs tell the true story of your content\u2019s success? Ideally, you\u2019re going to measure your content\u2019s performance through the entire funnel, right from lead generation and audience-building to nurturing, conversion, sales and right on through post-sales to retention and evangelism.<\/p>\n<p>Site traffic, lead quality, social shares, time on site and conversion rates are among the top metrics used by B2B marketers to determine content success. Priorities are similar for B2C marketers.<\/p>\n<ol start=\"5\">\n<li><strong> Make search engine optimization a core component of content creation.<\/strong><\/li>\n<\/ol>\n<p>Improve your visibility and key metrics like engagement, time on site, sharing and conversions with strategic content optimization.<\/p>\n<p>Apply readability standards and optimize title tags, meta descriptions, subheadings, images and text in line with current SEO standards.<\/p>\n<p>Keep visitors clicking and engaged with smart internal linking that both improves user experience and resurfaces your most popular, highest-converting content.<\/p>\n<ol start=\"6\">\n<li><strong> Accelerate with automation. <\/strong><\/li>\n<\/ol>\n<p>Machine learning is growing in importance in search, especially where data sets are large and dynamic. Identifying patterns in data in real time makes machine learning a great asset to understand changes in your customer base, competitor landscape or the overall market.<\/p>\n<p>Ideally, your content automation system will include reporting to tell you not only how each piece is performing but also make recommendations to help you focus on your most valuable opportunities.<\/p>\n<p>Automation allows you to manage routine tasks with less\u00a0effort so that you can\u00a0focus on high-impact activities\u00a0and accomplish business goals at scale.<\/p>\n<h2>A \u2014 Actionable content is always on &amp; ready for activation<\/h2>\n<p>By actionable content, I mean that which is ready to answers users\u2019 questions but also is valuable way beyond the initial period of promotion after publishing.<\/p>\n<ol start=\"7\">\n<li><strong> Empower your content creators with technical SEO support.<\/strong><\/li>\n<\/ol>\n<p>Last month, I wrote about the importance of balancing technical and non-technical SEO within your organization. If you want your content to perform its best, you need to support your creative team with a technically sound, optimized online presence.<\/p>\n<p>Site structure and hierarchy, meta data, mobile readiness, internal linking, site speed, coding errors and other technical SEO factors can all affect your content\u2019s ability to rank.<\/p>\n<p>Further, they can affect readers\u2019 ability to access and enjoy the content and then take next steps. Get your technical and non-technical SEO in order to set your content team up for success.<\/p>\n<ol start=\"8\">\n<li><strong> Optimize for activation across multiple channels.<\/strong><\/li>\n<\/ol>\n<p>Search engine marketing is the second-most commonly used paid content promotion tactic, next only to social advertising.<\/p>\n<p>Push your content to social channels like Twitter and Facebook, but don\u2019t forget other channels like LinkedIn, YouTube, Pinterest, Instagram and Google+.<\/p>\n<p>Ideally, you\u2019re going to have some understanding of your audience on each platform and which channels will be most receptive to each new piece. Make sure you\u2019re optimizing your social posts for the platform on which you\u2019re posting \u2014 cutting and pasting the same post across all channels doesn\u2019t cut it.<\/p>\n<h2>R \u2014 Resonate with content promotion in relevant channels<\/h2>\n<p>Even if you build it, they will not come until attracted. The competition for eyes and minds is fierce; increase the efficacy of your organic efforts and promotional spend by targeting the right people in the right places at the right time.<\/p>\n<ol start=\"9\">\n<li><strong> Amplify in social channels for early traction.<\/strong><\/li>\n<\/ol>\n<p>Low spend minimums on channels like Twitter and Facebook make it affordable to run experiments against different audience segments and see where your content resonates best.<\/p>\n<p>Plus, that initial boost of activity gives your content authority and appeals to the social networks\u2019 ranking algorithms, helping you get more organic reach.<\/p>\n<p>If you are tracking and measuring correctly, you can see which audiences are not only engaged, but converting. That\u2019s where you want to allocate your content-promotion budget, rather than having some predetermined amount of spend per channel that runs its course regardless of performance for each piece.<\/p>\n<ol start=\"10\">\n<li><strong> Syndicate and use paid promotion to reach targeted audiences outside your existing network.<\/strong><\/li>\n<\/ol>\n<p>Syndication takes content you\u2019ve already published on your site and republishes it elsewhere, exposing you to another publication\u2019s audience. You might be able to find organic syndication opportunities, and there are plenty of paid syndication services like Outbrain, Taboola or Zemanta.<\/p>\n<p>If you\u2019re looking at large-scale syndication, read Danny Sullivan\u2019s caution on using links in syndicated pieces first to stay on the right side of Google.<\/p>\n<ol start=\"11\">\n<li><strong> Don\u2019t forget email!<\/strong><\/li>\n<\/ol>\n<p>Your consumers <em>want<\/em> to hear from you. In fact, 86 percent want to receive emails\u00a0at least monthly from companies they deal with, a MarketingSherpa survey found in 2015.<\/p>\n<p>Make your call to action (CTA) to click through and read the content crystal-clear. Avoid placing competing CTAs in your email, and resist the urge to try to sell in every communication. Your content is designed to do the work of helping them take the next logical step.<\/p>\n<h2>T \u2014 Tangible business results are derived from SMART content<\/h2>\n<p>KPIs like social interactions and site visits give you a great idea of how well your content performs in search and social, but you need tangible business results to prove value.<\/p>\n<ol start=\"12\">\n<li><strong> Make content profitable with CTAs that drive performance.<\/strong><\/li>\n<\/ol>\n<p>What action would you like readers to take? Which of your site\u2019s conversion pages is currently converting best and generating the highest-quality leads? These insights will help guide your CTA selection, but remember, your CTAs should also match the consumer intent you\u2019re targeting with each piece. Don\u2019t forget to include embedded performance tracking for both site traffic and conversions.<\/p>\n<ol start=\"13\">\n<li><strong> Incorporate elements that support multiple business functions.<\/strong><\/li>\n<\/ol>\n<p>Make your content multidimensional with elements to build brand authority, inspire or educate on product (or service), encourage engagement and more.<\/p>\n<p>Incorporate testimonials into your content, where they can serve the purpose of providing social validation within the context of an existing consumer experience. Develop author personas to give your content greater authority and build the profiles of key employees and executives.<\/p>\n<ol start=\"14\">\n<li><strong> Improve ROI with ongoing content management and optimization.<\/strong><\/li>\n<\/ol>\n<p>How much content does your organization have sitting on-site and around the web? Each piece is an opportunity for ongoing traffic and lead generation, but only if it\u2019s kept in line with constantly changing SEO standards.<\/p>\n<p><a target=\"_blank\" href=\"http:\/\/feeds.searchengineland.com\/~r\/searchengineland\/~3\/1Wf8tOh--eE\/14-ways-get-smarter-content-seo-283309\">see more here<\/a><\/p>\n<script type='text\/javascript'>\r\n jQuery(document).ready(function() {\r\n    jQuery( \"#tabs_1766\" ).tabs({\r\n    collapsible: true,\r\n    active: false\r\n        });\r\n\tjQuery( \".scroller_1766\" ).width(jQuery( \".scroller_1766\" ).width()+1);\r\n\t\r\n\t\r\n\t\r\n  });\r\n  \r\n  <\/script>\r\n  ","protected":false},"excerpt":{"rendered":"<p>See details of post 14 ways to get smarter with your content and SEO below Despite the many ways Google has changed the search game over the last five years, one truth remains: content is the vehicle that drives your consumer interactions, engagements, experiences and, ultimately, conversions. However, only 41 percent of marketers think their &hellip; <a href=\"http:\/\/147.91.204.66\/wordpress\/14-ways-to-get-smarter-with-your-content-and-seo\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">14 ways to get smarter with your content and SEO<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>14 ways to get smarter with your content and SEO - test<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/147.91.204.66\/wordpress\/14-ways-to-get-smarter-with-your-content-and-seo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"14 ways to get smarter with your content and SEO - test\" \/>\n<meta property=\"og:description\" content=\"See details of post 14 ways to get smarter with your content and SEO below Despite the many ways Google has changed the search game over the last five years, one truth remains: content is the vehicle that drives your consumer interactions, engagements, experiences and, ultimately, conversions. 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