Home Runs of the Week
In a world where 90% of customers find custom content useful, and 61% are more likely to buy from a company if they like their content, it's hard to produce enough quality material. You need to blog well and often, but that doesn't mean it has to be the same thing day after day. Break up your content calendar a bit by incorporating some interesting topics and formats. This week's home runs, from how you can use Instagram to grow your business to why promoting employees through content matters, is about how you can fire up your content marketing strategy. No, you're not going to get off easy, but you'll likely find yourself more inspired than ever:
Video: No, Content is Not the Only Way
It's official that content marketing has ousted deliberate link-building as the best way to improve your website's SEO. One of Rand Fishkin's most-recent Whiteboard Friday videos made a pretty big splash - he argues that while content matters a great deal, it's not the only way to grow your web presence. Here are some other methods outlined in the video:
Relationships and Word of Mouth Recommendations
Clever, Viral-Worthy Advertising
Viral products and services
Building a Community and Engaging
He says that standing out is really about asking yourself "What are my competitors failing to execute on? Where are they not investing?"
Plus, it's the first-ever Whiteboard Friday featuring a beardless Rand Fishkin. Video transcript can be found here.
You've Got (E-Mail): Email Marketing and Reader Relationships
Why do your email messages fail to reach an inbox? The IN2 Communications blog might have the answer. Their fabulous blog post from last week includes a list of blacklisted vocabulary words that are known to trigger spam filters (winner, free, guaranteed and order now). There's also a fabulous infographic on how to structure information in the body for best results. Will the content guarantee a 90% open rate and triple your click-throughs and landing page conversions? Probably not, but it's a wonderful crash course in how to avoid triggering spam filters. Read up here.
Using Instagram to Market Your Business
Instagram is actually much bigger than you think. Don't assume the app is just a tool for changing the contrast on pictures of your dinner plate. Recently acquired by Facebook, it's network has grown to 80 million active users. The Quintain blog hit a home run this week by delving into a topic that's new and fresh - can Instagram be a tool for building your small business brand? Absolutely. The content includes a basic overview of best practices, and some gorgeous examples of big-name brands including Starbucks and clothing retailer H&M who currently excel in the visual-heavy network. Discover the power of Instagram here.
Why Promoting Your Employees is Good for SEO
Want to rank higher in search? Showcase your people in content. Author relevance plays a pretty significant role in search, and we've got to commend the SpinWeb blog for delving into the various factors that affect an individual's Google authorship:
Number of +1s your content receives on Google+
Relative authority on Major Social networks (Facebook, LinkedIn, Twitter, etc.)
Authority of Site(s) You're Publishing On
Number of Circles You're in on Google+
Frequency of Posting
Engagement Level on Google+
Google has gotten really smart at gauging how well people write, and is really starting to think like a person. Learn why emphasizing the people behind your content matters more than you might think. Full story here.
LinkedIn Tactics, Tools, and Marketing Strategies to Succeed in 2013
"Having a profile that is 100% complete is 40 times more effective,” but only 50% of profiles are at 100% complete on LinkedIn." That statistic alone makes Stream Creative's coverage of modern LinkedIn best practices well worth the read. Based on a training session with recognized LinkedIn expert Wayne Breitbarth, learn how to optimize your business and personal profiles for search and strategies for growing your network at a rapid-fire pace. Start connecting here.
Image Credit: freedigitalphotos.net/photostockDid you publish or discover any outstanding content on inbound marketing strategy this week? Share in the comments, and we may feature a link in next week's post!