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Enter your email address to subscribe to this blog and receive notifications of new posts by email. There's no question about it: An effective content marketing campaign will increase your organic search traffic. The purpose of this post is to offer a primer on how to properly implement a content marketing plan.
While the rest of this post will mention SEO benefits very little, make no mistake: An effective content marketing campaign is a major driver of increases in rankings and organic search traffic. For the purposes of this post, our focus is on content marketing that is designed to help bring new prospects into the top of your sales funnel. However, in many cases, your efforts will build relationships with people who will never become customers. In addition, once people are already engaged with you, the nature of the content that you should produce to move them through later stages of the sales funnel is different in structure from what I will focus on in today’s post. The best way to think about content marketing, from a relationship and visibility perspective, is that it can drive increases in awareness of your brand, and that’s a pretty good start. One of the great changes that the Web brought to us is that it put customers in more direct control of the dialog between a brand and themselves.
The Web changed that, as there was no longer any reason for a potential customer to deal with commercial messaging they didn’t want. This thinking even penetrated to TV ads, where many commercials today strive to provide some level of entertainment value and can therefore also be considered content marketing. As the understanding of content marketing grew, so did the number of channels available on the Web.
However, there are so many social media options and so many different sites where brands can publish content that most companies have to choose a few to focus on. As a result, it’s critical that you get the content team and the social team to collaborate. You also need to make sure that your outreach efforts to promote your content don’t end up conflicting with outreach efforts or relationships that they routinely manage. The reasons for collaboration with the PR team are many, so make sure to include them in the mix. It turns out that there are other types of people worth engaging with (not just your target audience).
Media people are important because they can write about your content, or they may publish some of your content on their site. Getting them to share your content can have a large beneficial impact, and it may result in many media people seeing your content and then writing about it, asking you for an interview or offering a guest post opportunity.
Or it may be as simple as the media person learning you exist, and at some later date when you reach out to them to talk about some other piece of content, you already have credibility with them, and you have a much better chance of a successful dialog. Content marketing targeted at building your reputation and visibility is NOT about promoting your products or services.
If you do this on a continual basis, people begin to feel that they have a relationship with you, even if they are not interacting directly with you. Getting the foundational concepts right will help you get so much more out of your content marketing efforts.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land.
SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. When Google came out with its Panda update years ago, it became obvious that content was going to be playing a key role in how search results would be served to users.
If you have a website that is note being found on Google, if you have a website that is being found but people aren't calling or buying your product, if you have questions about how to use Content Marketing in your business, don't hesitate to call WSI Smart Marketing and set up your free 30-minute consultation. WSI Smart Marketing specializes in SEO internet marketing in Santa Rosa, Petaluma, Windsor, Healdsburg, Sonoma, Napa, Rohnert Park, Sebastopol, Cotati, Novato, San Rafael and beyond. Now since LinkedIn wants each one of more than 330 million members to be able to share their insights with other professionals across the globe, they’ve taken another big step toward that goal as they expand the ability to publish on LinkedIn to all members in English-speaking countries.


That’s 230 million users around the globe who can now tell their stories, show their expertise, and express their ideas on LinkedIn. Becoming a publisher on LinkedIn can be a powerful way to reach your target market and generate new leads.
It also gives you greater exposure to your current network given every blog you post is distributed to their news feed and displayed within their notification settings located at the very top of their LinkedIn profile.
If your contacts like the article and decide to share that on LinkedIn, Facebook or Twitter, this will not only create greater exposure but those who aren’t connected with you; may like your work that much that they end up “FOLLOWING” you to receive future posts helping you create a following of raving fans for years to come!! To know whether or not you’ve been approved to start publishing content, simply go into your LinkedIn account. If this pencil icon is not displayed, it means that they have not rolled out the publishing feature to your account. Simply go to the home page of your account, hover over the pencil icon I showed you earlier.
Once you’ve clicked on the link, it will then direct you to a page where you will see a blank blog post ready for you to populate with your headline and main copy.
Given that any content you publish on LinkedIn is going to be associated with your profile (and be visible to your network), you will want to ensure that the content you publish on LinkedIn is of the highest quality. Plus the better the content and the more compelling your headline, LinkedIn may end up featuring your article on one of the categories within the “Pulse” network or better yet feature it on the home page giving you visibility to over 300 million members worldwide. Following the same suggestions listed above, below is a screenshot of a blog I wrote on LinkedIn. Now that you know what steps are required to start blogging on LinkedIn, hopefully its inspired you to get your next article out there for the whole world to read. Over the past couple of months I’ve received a ton of emails from readers asking me to share more insight in and around LinkedIn so I’ve decided to hold another webinar with Alex Pirouz, founder of Linkfluencer. The first one I held a few months back was well received with over 3000 people registering for the session. I remember when they opened up publishing posts to their members last year, but I pretty much overlooked this since I share my blog posts there. If I have a good post, my challenge is deciding if I should post it on my own blog, or on LinkedIn?
That is wonderful information but if you help me increase the number of follower on google plus and facebook and it is like heaven for me. Well, you are a familiar name and have a large following so you are going to get 9,000 views if you just sneeze on the keyboard. However, as noted above, centering your campaigns solely around old-fashioned SEO thinking is often dangerous.
Those relationships can still have great value if they help spread your content far and wide. No interaction was possible, and the largely sedentary customer received the commercial messages whether they wanted them or not. Smart brands began to realize that they really needed to engage the prospect and use content to add value to their lives. You can publish content on your own site, develop relationships to publish content on third-party sites, or leverage social media platforms. The content helps you grow your social presence, and your social presence can increase the ROI on your content by sending it visitors, subscribers and links. Since content marketing is integral to the expansion of your company’s reputation and visibility, you should involve your PR team. For example, someone with a large social media following can be an influencer, even if they don’t have their own blog or media site.
In addition, if you have multiple problems to fix from my list above, fix them one at a time. Content Marketing is a technique and strategy used to get found online, build brand awareness, create more traffic to your website, generate inbound lead generation and increase sales.
Google cares deeply about not only the quality of your content but also the regularity of its release.
It's important to use the proper keywords in the titles of your posts, blogs, articles and press releases.


How often am I providing innovative or educational information to my user base through blogs? The new platform promises to match the blog’s topic with users who share an interest in that particular vertical. If you’ve been approved there will be a grey pencil icon on the status box at the top of your home page as illustrated within the image to your right. Not to worry, simply email their customer service team and request an upgrade to your profile so you can start publishing on LinkedIn.
Best dates and times: Generally I have found Sunday, Monday and Tuesday morning between 8am-9am is the best times to post. Importance of quality content: I touched on this briefly before but the better and more valuable your content the greater impact you will make on your existing and new followers. Check the analytics: LinkedIn gives you great analytics to show you the success of your articles. Within 1 hour, it was featured on the home page and stayed as the top story within the “Entrepreneurship & Small Business” category of LinkedIn’s Pulse network for an entire day helping me reach over 9,000 views and over 100 comments.
He loves playing basketball, travelling and covering the latest stories on entrepreneurship. But I’ve been getting a lot of request from other members that want to connect with me. If members in general are driving that much business and their average income us 23% higher than the average person than the US population then that says a lot of and in itself of what LinkedIn has to offer!
This blog post is not on LinkedIn, so how did Jeff get traffic to his site by posting on LinkedIn? By focusing on reputation and visibility first, you will actually net the best links as a byproduct. They may have many relevant relationships that can help with the promotion of the content pieces you produce.
The idea is that a company or person regularly creates "unique" content on their website and distributes it consistently throughout the Internet.
Out of all the strategies a company can use to create inbound lead generation or to be found online, content marketing is now the most important. It's also important to use the same keyphrase from the title in the body of content therefore tying it all together. I should note that these times are based on AEST, you may want to test out your own time zone to see what works well for you.
This will allow you to see whether or not your text are aligned with any pictures or videos you have inserted, if heading are properly spaced out, and if your article is properly laid out, etc. Always make it a habit of listing a few tips or provide a how to guide within a section of the blog. This gives you a great opportunity to pay attention to which types of articles are getting the most views, comments, and social shares. I’m always torn between publishing on my blog and sharing the link on Linkedin, and directly publishing on Linkedin.
You can establish authority in your field, gain trust with consumers, create loyalty and strengthen your brand all at the same time by providing insightful, valuable, innovative, and educational information about your services or products. The idea is that if your website is consistently providing updated information it must be more valuable than the website that is not. Most people will skim through your article, so this is a great way to provide quick rich content. Simple questions like “do you agree?” or “how have you seen this done?” are a call to action that can start the ball rolling.
Think about who they are, where they go, what they do and what makes them your potential client.
Content marketing is a critical piece of any well thought out Search Engine Optimization campaign.



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