PLUS. Checklist. 5 top tips. on content marketing. Marketing WHS HR Business Growth International Trade Legal

Transcription

1 PLUS 5 top tips on content marketing Checklist Marketing WHS HR Business Growth International Trade Legal

2 The ABCS SEO Checklist How are you performing with your SEO? Take our checklist and find out! Check off items as you go along. Tally your points at the bottom. Maximum 21 points. Have you installed Google Analytics? Have you installed Google Webmaster Tools? Have you installed Bing Webmaster Tools? Using WordPress? Have you installed Google Analytics for WordPress and SEO for WordPress? These plugins will make your life easier. Have you checked Google Webmaster Tools for 404 / 500 errors, duplicate content, missing titles and other technical errors that Google has found? Have you used Browseo to find even more technical errors? The most common detrimental errors people tend to make are 302 redirects that should be 301 redirects. Have you used Xenu to find any broken links you might have? This is a free way to check. Have you used Google s Keyword Research Tool? Try to consider searcher intent and difficulty, pick 1 keyword per page, and you ll generally want to start with lower-volume keywords first. Have you looked at competitor link profiles? This is the easiest way to get started with link building. Have you incorporated your primary keyword (or something close) into your page URL? Are all of your title tags ~65 characters or less? Title tags over this will be truncated in results. Are all of your meta description tags ~155 characters or less? Meta description tags over this will be truncated in results.

3 H1 tag H2 H3 H4 mobile-friendly Browseo oogle Webmaster Tools WordpressMETA DESCIPTION Google XMENU Analytics BROWSER STACK Bing URLs Have you used an H1 tag? Is your keyword in the tag? Is it before any (H2, H3, H4 ) tags? Are you only using 1 H1? Did you use synonyms in your copy? Remember: synonyms are great, and using natural language that s influenced by keyword research (rather than just pure keywords) is encouraged! Do your images have descriptive ALT tags and filenames? Search engines see images by reading the ALT tag and looking at file names, among other factors. Try to be descriptive when you name your images. Are you using absolute URLs in your code? Some CMS platforms give you the option. Use absolute URLs instead of relative ones. Have you checked your site speed with Google Page Speed Tools? Have you created an XML sitemap and submitted it to Google and Bing Webmaster Tools? Use XML-Sitemaps.com or the Google XML Sitemaps WordPress Plugin. Have you created a Robots.txt file and submitted it in Google and Bing Webmaster Tools? Is your site mobile friendly? Have you checked it on multiple browsers with BrowserStack? Have you setup social media accounts on Facebook, Twitter, LinkedIn and Google+? How did you do? Total:

4 Are you getting the most from your Content Strategy? Why not leverage at least one of these top tips to deliver best of class content to your customers! Leverage the Power of Interviews Here is why you should add interviews to your content repertoire If you can ask questions and like talking to people, you can interview someone. This will take away the need to come up with blog topics. Interviews are an incredible relationship-builder. If you can make the interview personal, informative and engaging. You can use interviews to get credibility by association with other professionals in your area of expertise and leverage their reputation. Use Calls to Action With Calls to Action now requiring a bit of a down-low approach subtlety is key this means that encouraging people to download free and valuable content is considered a good call to action or having your call to action in the menu bar e.g. purchase <insert product> as a line in your menu bar is a more discrete option as opposed to Buy now listed on the site itself. Make Content Desirable to Your Customers Lets face it: we re drowning in content. Every minute, more than 24 hours of video are uploaded to YouTube and 270,000 words are written on Blogger.com. A Google search on even the most obscure topic pulls up hundreds of thousands, if not millions, of results. You can use SEO, keywords and other strategies to improve your rankings and get people to find your stuff online but how effective are you once you get their eyes and ears Things that make your content valuable and different are: 1. Your perspective: How you use your unique background to shed new light on your customers problems, as well as how they can learn from it to get the same or better results faster, with fewer missteps. 2. Your ability to structure and package your content so they can use it: How well you re able to explain, demonstrate and break down concepts for them and present the information to them so they can apply what they re learning. 3. Your ability to humanise it: The level of empathy, compassion and connection you re able to convey and bring out in them in the process. #1 #2 #3

5 Align Your Content Marketing Strategy with Your Strategy If you are ing to a general list, you will have seen diminishing returns over the last few years. It has nothing to do with the message of your . We all field 100 s if not 1000 s of s every day. is now about relevance. If you are relevant, people will open your . You can also segment the lists into business type or interest and then customise your communications based on these interest areas. There is, however, a better way, which should be incorporated into your blogs and all of your social media. Create buying guides/white papers along different lines of your business. They only have to be four or five pages, but these buying guides will aid your lead generation and sales. Make Content Marketing Part of Your Business Culture Imagine the impact if you started to utilise every person in your company to create content. Why not have an army of people helping build your digital brand? Want a hot content marketing tip? Make content marketing part of your business culture. Most employees are already your best brand ambassadors. They talk about xprice/cost. They compare products. They solve problems. They have an opinion about current industry topics. Imagine all of the content trapped in hundreds of thousands of s, phone calls and conversations over the years that get a one-time shot at return on time invested. At ABCS our Senior Management team contributes to every monthly newsletter with our CTA SME s contributing to anything in their area of expertise this gives us quality content that receives very high open rates and engagement. Strategy #4 #5 Video

6 We have you covered Marketing Strategy Workshops The Marketing Strategy Workshop will provide you with a holistic look at your market environment. What we cover: provide you with market research help you identify a strategic direction help you develop a marketing report identify the required tactical marketing activities to drive your business forward. Perfect for small business owners, or companies needing a review of their current marketing activity. Visit australianbusiness.com.au/marketing/ marketing-strategy Websites With so many websites competing for attention, your business website needs to look fresh, communicate your brand values and be user friendly, making it easy for visitors to navigate and find the information they need or to buy your products in a few simple steps. We balance a strong focus on creative design with usability, web standards and accessibility. Visit australianbusiness.com.au/marketing/ website-development/web-design Greater Sydney Digital Enterprise Free Training and Marketing Consulting The NSW Business Chamber is pleased to launch the Greater Sydney Digital Enterprise Program Round 5 on behalf of the Australian Government. The DEP program provides free group training and one-to-one coaching sessions for small & medium enterprises, not for profit organisations and local cultural institutions. Visit depgreatersydney.com.au CS 1727 CS1727 australianbusiness.com.au Call

7 Here s what others had to say about us Rick Hammond The Managing Director of SPS Brand Management talks to us about his recent rebranding and website build Stephen Tamas The Managing Director of Seed Outsourcing talks to us about his experience using all of the Marketing Services with ABCS australianbusiness.com.au Call