Why You Need To Start Using Pillar Content Marketing Strategies

Posted by on Oct 22, 2020 in Content Marketing |

The way we search for things on search engines like Google has changed and seemingly, the world of content marketing has changed too. We ask our machines human questions and we expect a human reply. For example, it’s considered normal to ask your computer: “where should I go for dinner tonight?” and we expect our computer to reply to us in a people-friendly manner. This is the future of search and it will continue to evolve. This means we will have to adapt to the new world of digital marketing with human-like machines.  What Is Pillar Content?  Pillar content is substantive and informative content on a specific topic that can be broken into different sections. Guides and reports are good examples of pillar content. Pillar content needs a pillar page and cluster topics. Your pillar page unites all the topics that belong to your central theme. Topic clusters focus on narrow topics found on your pillar page. For example, your pillar page could discuss digital marketing and that same page contains a link to a cluster article that discusses email marketing as a digital marketing technique. Topic cluster content helps Google realise you’re an authority on a particular subject matter. Hence, the more you write about a single topic on your website, the higher Google will rank you for that topic. Pillar content can be thought of as an ebook with many hyperlinks. Why Should You Use Pillar Content? Google has become more people-friendly and this means your digital marketing strategy should also evolve. The way people search for things has evolved and people’s questions have grown more complex in nature. We’ve also gotten used to asking our search engines questions that are conversational – we speak to Google as if it’s a human. So it is no surprise that the way we think about content creation and the way we structure content needs to change. Pillar content also increases the level of organisation in your content – people can navigate easily through your website, blogs, infographics and videos – a legitimate SEO benefit. You can also include a download option at the top of your pillar content so that you can turn your visitors into leads. The information you gain from the visitor who chooses to download your content can be used for further content marketing. In addition, creating a comprehensive guide or infographic that is educational and useful will also sell the content itself. In order to do this, you need to identify your target audience and what they want to read about. You also need to consider what questions they will ask and what problem they are trying to solve. Pillar content can act as a...

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Content Marketing: Write Better Meta Descriptions Or Make Improvements

Posted by on Oct 20, 2020 in Content Marketing |

Meta descriptions are important for content marketing because when customers or consumers type your brand name into Google, they are getting an impression of your company whether you like it or not. In this way, you can use meta descriptions as a digital marketing tool. A good meta description will also increase your SEO rankings on search engines like Google.  A meta description can be thought of as the first impression you make during an interview – it can either make or break you.  How To Write A Good Meta Description  Ever hear how marketers go on about using storytelling as a content marketing tool? The same goes for meta descriptions. You need to make your customer the hero of the story. This means that your digital marketing strategy needs to focus on the customer and their needs and wants. Another way to ensure your meta description is successful is by making sure that it matches your brand image and brand message. The description should also make sense when used on different content marketing platforms. Lastly, meta descriptions should just sound good and make potential customers feel good, while also maintaining your brand’s identity.  Three Important Factors To Consider When Writing Meta Descriptions Your customer’s problem You need to show your customers that you are aware of and understand their problems – their pain. You can do this by describing the specific challenges that your customers face. Showing emotion and offering a solution to their problem are also effective ways to show that you care. If you are unsure about your customer’s needs then you need to ask them, so that your content marketing strategy can really pull at their heartstrings.  Your business’ solution This is your opportunity to state how your products or services can alleviate their pain and problems. The outcome – both in results and emotion This final step will act as the differentiator between a good and great meta description. It’s important to show your customers the result of your solution, including how it will feel and what their life will look like. It’s a great idea to use emotion and discuss your brand’s beliefs when doing this.  Even though meta descriptions are just a few characters, they make a huge difference to your SEO rankings. They show your customers that you are caring and relatable; while also making a great first impression. Meta descriptions are a great digital marketing tool and if you can spend hours writing blogs for your brand’s content marketing strategy, then a short meta description won’t hurt!  Please follow and like...

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Ideas to refresh your content marketing strategy

Posted by on Sep 22, 2020 in Content Marketing, Digital Media Marketing |

Running out of content marketing ideas for your blog? The good news is that you don’t have to search far and wide for fresh, informative content. Your blog should be focussed on telling the story of your business in a compelling way, so the ongoing development of your business has limitless potential for content marketing topics.   Armed with this ever-developing story, creating engaging blogs is then a matter of fitting the content into pre-existing paradigms and formats. These have already proven themselves reliable vehicles for marketing content, and offer you inspiration and a structure to help you organise and present your information. They are frameworks and general outlines, into which the story of your business can be molded. There is a saying among musicians that there are only 12 notes but thousands of ways of playing them. The same goes for blogs: there are only so many kinds of blogs, and the key to their substance, variety and level of engagement is your content. Here are four of the most popular blog post concepts or formats into which any business can fit its stories. Content marketing ideas and topics for your business blog  Your business story, the day to day activities, your industry and latest trends should give you plenty of inspiration to create relevant, exciting content for your audience. Let’s take a look at some of the topics that you can use to tell your business story: Share your successes  There’s nothing wrong with taking a moment to brag a little – provided you do it with style, of course! A well-chosen success story allows you to demonstrate how your products or services work in a real-world scenario. Pick an example, describe the salient details and use the moment to show, rather than tell your readers why they should buy your products. Delve deep with a series of posts  Sometimes a single blog, consisting of a few hundred words, is not enough to communicate the information you want to get across. You may want to explore the background of your industry, analyse complex market trends, or expound on the many uses and benefits of a particular product line. The best thing to do – both for your sake and your customers’ – is to break it up into shorter pieces that you can publish over several weeks or months. It would help if you didn’t let this run on for too long, however. Strike a balance between detail and sustained engagement.  Guide your audience through common mistakes in your industry  This is a very popular choice for almost all industries. Listicles that expound on the various ‘what not to dos’ of your industry enable direct and honest engagement...

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Influencer marketing for baby boomers

Posted by on Sep 11, 2020 in Content Marketing, Digital Media Marketing |

The idea that influencer marketing only works on the younger generation is being disproved, with baby boomers increasingly becoming more of a target. The perception that social media marketing should be aimed exclusively at young people is one that has been challenged, particularly given that Americans over 55 contribute 41.6% of consumer spending.   Influencer marketing during a pandemic  The COVID-19 pandemic has forced those in the digital marketing space to reassess their strategies, given the changes to our daily routines and ways of engaging with brands. People are using more data at home and 80% of consumers in the U.S. and UK say they consume more content than they did before the pandemic. Baby boomers had embraced social media before the pandemic; since 2012 there has been a 17% increase in the number of baby boomers who use Facebook and a 43% increase in the number who own smartphones. Those that have them are on their smartphones five hours a day, which is almost as much as millenials. Given that the older generation is more vulnerable to COVID-19, their resulting isolation has also caused certain changes in their behaviour online. More baby boomers are using online shopping or communication tools such as Zoom or Facetime to stay in touch with loved ones. This means that brands have a unique opportunity to reach this generation, which has more money and time on their hands than younger people, through strategic content marketing. A great way to achieve this is through influencer marketing, although the selection of the right influencer is key. The right ambassador with the right message which resonates with either the baby boomer generation or their children has the potential to reap major digital marketing rewards given the resources at their disposal and increased time spent engaging with technology. Contact WSI for more insights into how influencer marketing for baby boomers can help your brand grow. Please follow and like...

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Content marketing strategy: The Hub & Spoke model

Posted by on Aug 26, 2020 in Content Marketing |

The hub & spoke content model is incredibly powerful and simple enough to implement in your content marketing strategy. Take a look at how this model works: What is the hub & spoke content marketing model? Simply speaking, the hub & spoke model refers to the way that your content can be organised to create the maximum value for your audience. You will have hubs and spokes for different topics that you’re covering, but for now, let’s look at the two distinct parts: The hub  This is the overview of the topic that you’ve chosen to write about. It needs to cover most aspects that your audience may be interested in without going into too much detail about each of these aspects.  For example, if you’re a personal trainer, you might have hubs that cover the following topics: strength training, injury prevention, and weight management.  Your hub should have informative content as the body and needs to provide links to the spokes that apply to the hub. This can be done through embedded links in the text or by providing a table of contents or list at the end of the hub content that makes it easy to find the relevant information.  Make this piece of content as valuable, relevant and thorough as possible so that your audience will want to bookmark it and use it as the starting point of their reading journey. You want to show Google that your hub helps people to discover a topic and navigate it.  The spokes  While your hub gives your audience an overview of the topic, your spokes will address the different aspects within that topic that are relevant and useful to your audience. Using the example of a personal trainer again: the hub will be weight management, and possible spokes can be training for weight management, nutrition for weight loss or gain, common myths about weight management, how to identify your issues with weight management and so on.  Your content needs to address each of the spokes in detail, providing an in-depth look at the topic, referring to other relevant sources of content that you’ve created including videos, podcast episodes and other blog posts that relate to the topic.  As you create detailed spokes, you need to update your hub content to include links to the new content. This will strengthen your entire content model and simplify navigation for your audience. Your spokes should also link back to your main post.  Why is this model effective  The hub & spoke model helps you to establish your writing as authoritative on your chosen subject. By creating content that is linkable, focussed and relevant, and that satisfies the user intent, you’re going...

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What is the difference between content marketing and inbound marketing?

Posted by on Aug 24, 2020 in Content Marketing, Inbound Marketing |

Content marketing and inbound marketing are often terms used interchangeably amongst marketers. Neither method is better than the other, and both approaches, when used together, can create fantastic results. In this blog, we go into detail below to examine the differences between them: Content marketing Content marketing provides valuable information that will attract and retain customers through social media, Search Engine Optimisation, and PPC. Here are some reasons why businesses should focus on content marketing as part of their digital marketing strategy: Almost 30% of all internet users use ad blockers, which means that your organic and paid content needs to be specific and target your audience to be effective.  Content marketing drives six times higher conversion rates. Content marketing costs 62% less compared to traditional marketing plans, while the return is almost three times as high. Inbound marketing  Inbound marketing refers to the methods used to convert customers by using content marketing, social media marketing, SEO, and branding. This methodology is applied in three ways: Attract: Draw in the target audience with content that establishes you as trustworthy.  Engage: The goal of inbound marketing is to convert visitors into customers by using tools like landing pages, calls to action, etc.   Delight: Support your customers that have purchased to retain them.  There is tremendous value when combining inbound and content marketing tactics. Inbound marketing is needed because it will make your website great by using methods to compel visitors to take action and convert into customers. Meanwhile, content marketing will make your site attractive to visitors and provide valuable content that optimises SEO for better ranking. By using both, your brand is more likely to succeed online.  WSI OMS offers content marketing and website design services. Contact us today! Please follow and like...

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