For brands and businesses, there’s no doubt that content marketing is one of the best ways to attract and engage customers.Having a solid content strategy in place can do wonders for your bottom line.Yet, some brands fall into the trap of churning out tons of fresh content at the expense of quality.Producing new pieces is not the only option for smart content marketers.You probably have stale – but awesome – content in your archives collecting digital dust. Don’t let them go to waste.On September 19, I moderated a Best of SEJ Summit webinar presented by Rhea Drysdale, CEO at Outspoken Media.Drysdale shared how you can refresh existing digital content and salvage past investment for a long-term payoff that benefits multiple marketing channels.Here’s a recap of the webinar presentation.Understanding Lost & Missed Content OpportunitiesLost content are those pieces of content that used to perform well, but no longer do.A missed … [Read more...] about Why & How to Repurpose Your Existing Digital Content
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Heather Lloyd-Martin is the pioneer of SEO copywriting.A 20-plus year veteran in the space, she has helped countless businesses generate more traffic and sales with SEO-friendly content.But the term “SEO copywriting” is perhaps a bit of a misnomer.Is it SEO content writing? Is it copywriting? Is it both? If there is a difference, does it matter?These questions have popped up time and time again within the SEO community. The fact is, the difference does matter – as these two types of writing can bring very different results for businesses.Let’s finally put this question to rest and uncover when SEO experts should turn to content writing versus copywriting for their projects.Both Writing, Different ResultsBoth SEO content writing and copywriting have to do with the words on the page, but they each serve their own distinct purpose.This distinction matters because helps you determine which method you need to employ in order to achieve the desired results.Confusing … [Read more...] about SEO Content Writing vs. SEO Copywriting: Is There a Difference?
Blindfolded, Dave listened carefully to his guide. Her clues about what lay beyond the two doors were interesting, but vague. Then the horn blared. He was out of time! He had to choose his path. But how? He needed more information! Much like Dave, marketers are often in the dark when they make content strategy decisions. More often than not, they rely on data gleaned from out-of-the-box analytics (that only tells half the story). But, you have better options! Why not fuel your content strategy with signals created by your own audience? Your site search data can help you do exactly that. Site search is an internal website function that enables users to search your site’s content. It can either be part of your CMS/infrastructure (most CMS systems come with their own search functionality), or a third-party solution, such as Google Site Search. Customers often turn to site search when they are unable to locate what they need on your site. By entering a query in the search box … [Read more...] about Use Site Search Data To Fuel Your Content & Key Phrase Strategy
Thomas is the CEO of a major corporation. He had supervised a recent website redesign project, loved the snazzy new look with bells and whistles created by a talented graphics designer - but was calling me to help with a problem. His beautiful new website wasn't getting many visitors! "Why don't people want to visit our lovely website?" Thomas wailed, genuinely puzzled that the results of his intensive efforts weren't as rosy as he had expected. As a strategic SEO consultant, the reasons were glaringly obvious to me… but I had to soften the impact, and gently explain what went wrong. Together, we quickly checked the site's ranking on Google for his top 50 keywords. They weren't anywhere in the top 10 results. Or even 20. You see, the not-so-apparent reason for the 'failed' website was the lack of something essential for both higher search engine rankings, and to enhance the visitor experience which can convert a prospect into a customer. What's that, you ask? Thomas's new website, … [Read more...] about How Website Structure & Information Architecture Should Mirror Your Business Goals
In July, I shared the lessons I have learned selling websites with Quiet Light Brokerage since 2006, but the seller is not the only important part of the equation. Buying an online business can seem scary, but if you go in knowing how to conduct a deal you’ll improve your success rate immeasurably. I learned these lessons by observing literally thousands of smart buyers over the years, some of whom saw returns of over 1000% in their first year alone. The deals are out there, and these 19 lessons will help you get your footing (and your money’s worth) as a potential buyer: 1. Always Trust Your Gut Sometimes a deal just doesn’t feel right, even though you can’t place your finger on why. While analysis of a business is usually enough to determine if you’re making a good investment, sometimes there are intangibles you can feel in your gut. History tells us that this gut feeling is often correct. Learn to identify it and trust it. However, a smart buyer needs … [Read more...] about 19 Things I’ve Learned About Buying Websites