This goes without saying that we rethought and developed a new, strong content marketing strategy and made sure it was the very best it could be.
For a video overview, you can watch the video below.
Content marketing is relatively free, unless you’re paying a copywriter and/or website developer. Even so, it’s a good investment, as it can establish your expertise in the field and generate new leads and sales.
Today we want to share what’s been working for us—and it has, since we’ve seen big increases in post shares and recently SEO traffic—so that you can make it work for you, too.
Blog Posts Twice Per Week
Twice a week we add blog posts to our site, most of which are 2000+ words and all of which are keyword dense. This is one of our most important tactics when it comes to our content marketing strategy. Some of our posts are about new developments and updates in the online marketing world, and some are written to help explain areas we get a lot of questions on (such as our Beginner’s Guide to Facebook Ads and how to never have your ads rejected).
The most important aspect when choosing a topic for your blog is to write something that will be useful to your clients.
When I wrote content for a jewelry store, I didn’t write about how pretty the jewelry was—I wrote blog posts educating customers about different mountings, gemstones, repair needs, and watch components.
Useful information is what will keep people coming back and establishing your expertise. We take our most asked questions and turn them into topics for blog posts. When asked by a client whether Facebook contests were worth the time, we wrote a post explaining how to make sure they would be.
Your blog is all about your client, and that’s an important aspect of our content marketing strategy we take very seriously. The more helpful your posts are, the more people share them. Having your posts shared is a good indicator if your content is what it needs to be and how far your reach is.
After you find success on your blog, it’s time to focus on guest blogging on other high quality sites. This provides back links to your site and helps get your name and brand out there more.
Building a blog is slow going. We started our campaign in January and finally saw a big increase in May. Your posts have to be consistent, both in high quality and in frequency or your campaign doesn’t stand much of a chance.
Even with that, it takes time to get viewers consistently to your site. That’s where we brought in social media.
Sharing Blog Posts on Social Media
In order to help our followers find our new blog posts, we share them on Facebook and Twitter for maximized visibility. Not only does this help our posts gain visibility, it also adds valuable content to our social media campaigns.
We make sure our headlines are strong and that how we describe the article is interesting enough to catch attention. On social media, short, sweet, and captivating is an important mix for success (extra short for Twitter!)
This is a white-hat strategy—there’s no spamming with back links to your site. We do not recommend constantly spamming your content to groups on Facebook—our own experimentation with continuously reposting content to groups has proved that it does not work.
Below each post on Facebook, it tells you how many people have been reached, and through your Page’s Insight you can see how many people clicked on that link to your site. Our site is on WordPress.
We use the jetpack plug-in to automatically create social media posts when a new article is posted on our site; it is set on autopilot and we only had to set it up once.
To do this, install the plug in, go through publicizing, and connect to your social media sites. For a visual walk through, take a look at our video at the 9:35 mark.
Creating Content in Video Form
Recent trends have shown gravitation towards information in videos. When it comes to a content marketing strategy, that’s a good bandwagon to go ahead and jump on. YouTube in particular is a great place to be. A lot of our blog posts actually stem from popular YouTube videos as well.
One of our eight minute long videos on Teespring totaled up to 10,000 views and 66 new subscribers, a lot of which found us on Facebook as well. That’s an investment worth making, especially when the only thing you’re really investing in is time.
Consistency is just as important on your YouTube channel everywhere else. People won’t remember to check in if you never have anything to find. As with blog posts, we put out two videos per week.
In our videos, just as in our blog posts, we create content that provides value through information. If you’re new to YouTube, make sure you take a look at our article talking about how to find success with your marketing campaign.
Find Your Niche
We are an online marketing company, and Ryan specializes in just about every area of online marketing. If you visit our blog, though, you’ll see that most of our posts focus purely on Facebook marketing.
Because in order to create high value content, we chose to focus in on one area of online marketing at a time.
By focusing on Facebook, we will delve into every miniscule, detailed area of the Facebook adverising world and answer every question that needs to be answered before moving to other topics (with several exceptions such as this article). We want to be your go-to resource for Facebook marketing and Facebook Ads.
You aren’t going to be able to get traffic from everywhere on the Internet, so finding your niche (and even sub-niche!) and sticking to it can help you build your brand and your voice as well as a strong audience. As time goes on you can branch out to more topics, but we’re choosing to stay focused for the time being.
We did not rely on SEO, especially not at first. It takes about a year for a blog to start seeing results through SEO, and that’s only if they’re taking steps to be ready for SEO.
We focused on growing our audience through social media marketing and newsletters. Now that we’ve found success with social media, we are expanding our reach by increasing using tactics to increase our SEO rankings.You can see in the graph below how much our search engine traffic has increased.
You should not spend a lot of money on products promising to have your SEO rankings skyrocketing as a new blog. Most are scams and gimmicks. Reliable plug ins to help you boost the content yourself, however, can be good.
We’re Using Rignite
Rignite is a program designed for content and online marketing. We’ve used it for about a month and have seen big increases in our traffic and social media engagement on Facebok and Twitter. It helps you establish, run, and monitor your campaigns. For our full article on Rignite and all of its features, you can click here.
Rignite has been a live saver for a lot of reasons.
It makes it easier for us to do our jobs in general.
It combines our Twitter and Facebook social media marketing campaigns in one place, including great analysis on them.
Especially for our team, which is across the country in remote locations, having one site where we can work together and communicate easily has made the process easier.
Our current strategy regarding Rignite is to run each blog post twice a week on both Twitter and Facebook separately. We will do this every week for approximately six months.
The reason we do this is simple. Organic traffic is declining, and by reposting content at different times in the day, you’re increasing the chances that more of your audience will see it. At first I was worried it would be too much, but we have likes on almost every post, even if it’s been posted before. I was proven wrong.
We have two or three different headings (the content that appears in the actual post advertising the ad) for Twitter and Facebook, both to capture as much interest as possible as well as to prevent posting the same thing twice in a row.
Rignite allows you to create campaigns and then runs them for you. What this means is that you don’t have to double check for which campaigns need reposting—Rignite does that for you, on the schedule you’ve chosen. Especially since we add two blog posts almost every week, keeping up with which posts need to be reposted can be too much without using a tool like Rignite.
It also helps you manage contests, manage individual cases (you can assign which team member is supposed to respond to commends via Facebook or Twitter, making the long-distance work relationship really easy), and the details in which you can monitor each post of each individual campaign is incredible (we’ll have more on all of this in an upcoming post).
As we’re expanding our site and our business, Rignite is helping us do that in a more much seamless, simple way.