In my last column, I discussed how to create linkbait by writing about other people. Shari Thurow made a comment that fits in perfectly with an idea I had about finding ways to expand existing content and better market the byproducts of your business: “Instead of linking to the link-bait article, I’ll write my own POV (point of view) in the proper context and promote it elsewhere.” Shari’s idea was to respond further to interviews by writing more on her own site. This allows you to clarify any statements you made that were possibly taken out of context or misquoted, for example. But, I think we can use that idea for much more. Businesses Do It Businesses make use of byproducts all the time. Furniture companies resell their waste sawdust, for example, and we heated our house this winter using “bricks” made from that exact type of substance. There was even a fantastic article recently about a civil engineering professor who has found a way to create an … [Read more...] about Are You Taking Advantage Of Content Byproducts?
Last November, a fraudulent release claiming Google was acquiring Wifi provider ICOA was circulated by the popular release distribution service PRWeb, exposing a number of loopholes in their verification and editorial processes. Our own Danny Sullivan published a comprehensive story explaining how such releases find their way through PRWeb’s system. After posting a statement on the fake release, PRWeb began a series of technology and editorial updates that have resulted in a more stringent review process, doubling the percentage of releases put on editorial hold. “We wanted to combat PR fraud,” said You Mon Tsang, PRWeb’s senior vice president of products during a phone call last week, “We also wanted to make sure releases didn’t feel too promotional.” Tsang outlined the updates PRWeb has made including new identify verification measures that integrate website, email, phone and social authentication processes, along with more strict editorial … [Read more...] about PRWeb Claims Percent Of Releases Put On Editorial Hold Doubled Since Updating Policies & Software
A baker, a guitar teacher, a florist, and a real estate agent: Those are the four small business owners I’ve profiled in this space recently. Before I continue with more online marketing success stories, this seems like a smart time to step back and see what we’ve learned to date. Listening to the experiences of others can be a great learning tool, especially when those small business owners have gone down paths you’ve been hesitant to try, or maybe didn’t even know existed. The four small business owners you’ve read about have very different stories and backgrounds, but as the interviews revealed, those stories provide some common advice for any small business trying to succeed online. Five things we’ve learned so far 1.) You can turn the Web into your primary source of customers/leads. In the first interview of this series, Jesse Heap of Pink Cake Box, a specialty bakery in northern New Jersey, told me that “the majority of our customers … [Read more...] about What We’ve Learned So Far
When content first hit the search scene, search marketers wanted to produce as much content as humanly possible. That’s a lot of work — so much so, in fact, that it’s ushered in wave after wave of crappy content. The great news is that you don’t have to create a lot of content to rank well and reach your users. You just have to better use the content you already have by repurposing it. First, let’s make a key distinction: Spinning content is rewriting your content just enough (usually with the help of some automation) so that search engines think it’s a new article. This includes things like just changing the city or keyword but leaving everything else the same. Repurposing content, on the other hand, is repacking one piece of content across many different media. Each time, you’re adding to it (or taking away from it), and making it unique for the source, the medium and the user who’ll be reading it. The best part is that most of us are … [Read more...] about How To Repurpose Content Without Looking Like A Total Jerk
Creating great content that other websites will organically and editorially link to is a core part of a modern-day SEO campaign. In premise, it sounds simple: you create a piece of content that is relevant within your niche and holds a certain level of value, then other websites will see the content and mention it on their website or share it across social media. In reality, it doesn’t always pan out like this. I speak with tons of business owners that say the same thing to me: “Matt, we’re creating a load of articles on our company blog, but nobody seems to read them, never mind link to them!” If you’re one of the many business owners in this position, don’t worry. You’re not alone. More importantly, I’ve got some pointers for you on how you can rethink your content strategy to not only build links, but to also build a community around your brand. For me, community building is far more powerful than link building alone. Realistically, … [Read more...] about How To Get Your Content Linked To From Top-Tier Websites