Category Archives: Digital Marketing Tips

Article subheads create readability – and an SEO boost

shutterstock_146958269Break up long articles with subheads. Visitors will linger longer on your web site if a long article does not look so daunting to read. There should be a perception that they will be able to get through it quickly so ready 5 x 300 word chunks appears to register easier on the human brand than 1500 words all in one go.

Adding images and subheads makes an article visually appealing and easier to read. People linger on these pages longer.

PLUS the SEO Secret to Subheads

The other tactic you should know about subheads is that using the <H3> HTML tag or the <H2> HTML tag tells Google that the subheads help describe what the page is about. So when it is scanned by the Google bot the words in the subhead are noted. If you are trying to get the page ranked for “best dog food” then these subheads should reinforce the topic by using similar words like “kibble” and “dog chow”.

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Content that asks if the reader made a mistake

Content that asks if the reader made a mistakePeople are terrified of making mistakes, so be sure to produce content that asks if the reader made a mistake. This content can be very viral. Everybody wants to know what they are doing wrong, or validate what they are doing right.  Spell out the mistake such as – Did you fail to deploy this one easy traffic attracting strategy that most people miss?  These kinds of articles are what’s called link bait that everyone loves to click on.

Why “mistake” content can go viral

People are afraid of missing out on something that they should have known. Or could have easily done. There’s a fear that everyone knows something that they don’t, so when a headline with this kind of content pops up people check in to make sure they are up to speed. It comes from the innate desire to survive. And when there’s an apparent threat (to your competency, for example) you act quickly to fill the hole. The only problem a lot of people use it to mis-direct web visitors. They make it sound like a concern and then get the click only to reveal its not such a big deal. This  trains web visitor to be less responsive to this five -alarm content so be sure if you use this tactic that what you reveal as a solution to the mistake has great value.

 

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Produce evidence-based content, and be seen as an expert

Produce evidence-based content, and be seen as an expertProduce evidence-based content. That’s where you write articles that include information you have discovered about issues that matter to your constituent audience. People love stats and measurement when it relates to things they care about. Give them proof that they can use with other people to demonstrate a point.

Why evidence-based content works

You provide value to some who is trying to prove a point in their own life – usually around work. when you can provide statistics it can help someone ground an argument in fact that can be pointed at. And notice you are helping someone with their content or business. That makes you a useful source and useful source are considered experts and considered valuable. That breeds trust and trust needs to be present for a sale to occur. People buy from people and organizations they trust.

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Your opinion posts are mostly useless in content marketing

Your opinion posts are mostly useless in content marketingBe sparing about opinion-based content. Typically nobody cares about your published opinion unless it’s about major issues impacting your customers and industry…and it offers a solution that is verifiable.

Most of the time your opinion laid out like a blog post will either infuriate a potential customer – or more likely bore them. Everyone has an opinion. Why is yours more important than others? A consumer that reads your opinion will not likely drive a sale. Except…

The Two Exceptions to the Rule

Of course there are exceptions to this rule.

Exception 1) If you are a somebody then your opinion may count. When Barack Obama has an opinion people listen. When Warren Buffet has an opinion people listen. If you are the president of an association or a leader among a large group of people or a newspaper editor, your opinion may matter. And it might drive popular opinion. Hollywood stars have this kind of clout.

Exception 2) If you produce comparative content, like a review that compares three products or summarizes a product category then your opinion has value. But only as a service to provide contrasting information that helps a person make a buying choice.

Otherwise, keep your opinion to yourself in content marketing. Nobody cares what you think. The irony is the people that ignore this tip will write their opinion anyway. And their mom, their spouse and a guy that clicks on it by accident will see it.  And it will be lost in the depths of the Internet.

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Why “how to” content attracts the most attention on the web

Why “how to” content attracts the most attention on the web
“How to” content attracts the most attention on the web. Write a lot of it, especially around issues your potential customers are dealing with. Give them actionable information and step by step advice where possible.  Write the painful details and second guess where they will get stuck and over explain the answer. Show pictures where possible to illustrate the solution.

Why does “how-to” content work in content marketing?

People are looking to solve problems and to educate themselves. If you provide them with step by step information that helps them resolve an issue that they are struggling with then you are going to become valuable to them and they will return. Over time your expertise will become invaluable and they will return again and again. This breeds trust in your and your brand. And it will eventually lead to a sale.