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seo copywriting,copywriting,content management,content maintenance

Content Management: The Triple Q System

Content management doesn’t have to be hard. Just follow our Triple Q System for a smoother content management strategy.

Content mangement can be daunting to professionals new to online marketing. Developing your brand message can be challenging enough, never mind the any number of ways you need to convey it.

This is where a content management strategy comes in handy.

But when developing one, many businesses fall flat, only because content marketing is relatively new to the online world. It wasn’t that long ago when keyword stuffing was a the way to get your website noticed, but with Google changing the search rules (for the better, I should add), businesses now need to make sure that their content is fresh, relevant, and of great quality.

To make things a little easier, I developed the Triple Q System. It’s geared to make content management a little easier for those wondering how to go about it:

Quality: Quality refers to a few things. First of all, content should be engaging, well written, and free from any spelling, punctuation, and grammatical errors. Secondly, quality refers to content that is rich in keywords and properly optimized for search engines, so your content gets found by your audience. Lastly, quality content is written in a language and tone that your readers can relate to, using a voice that addresses their interests on a level they can understand.

Quantity: How much is too much? How often should you add new content? The answers to these questions are subjective, and opinions differ vastly. It really depends on the type of business you’re in. For example, many professionals claim that adding fresh content twice a month is the perfect cycle for business services. On the other hand, businesses that deal in consumer goods might add new content several times per day. The key is regularity: make a schedule and stick to it. You shouldn’t go for weeks with no new content and then publish several articles all in one day.

Quantify: Here’s where analytics plays a large role. Which topics are people reading, liking, and commenting on? Which topics are people linking to, but not engaging with? It’s great to have a wide variety of material, but if you’re creating content that isn’t capturing your audience, why continue to create it? Stick with topics that delight your visitors, and are motivating them to click through to other pages on your site. Remember that website visitors should always feel they’ve learned something from your content, thus encouraging repeat visits.

How many of these “Q”s do you use? Try them out, and let me know how the system works in the comments below!

content creators

Content Creators: Are They Still Needed?

In an age when marketers are able to create their own content, are specialized content creators still needed?

These days, anyone can create content. Blog sites such as WordPress and Blogger make it easy to publish stories and articles, online tools like Canva make graphics development a snap, and videos can be easily shot and then edited on your own computer.

In other words, if you have a message, you have a platform.

Not only that, the myriad of social media channels allow these marketers to literally flood the Internet with messages, reaching thousands upon thousands of people at once.

Although this empowerment has allowed marketers to take content matters into their own hands, many content marketers feel that there is simply too much content out there. The focus has become in the quantity, rather than the quality, of the content produced.

This is because many marketers feel they need to constantly produce content to keep top of mind with their audience. That’s understandable, but I’d suggest that over time, these efforts will lose effectiveness as savvy consumers begin to see that the dearth of information they’re being exposed to may be substandard. The lack of quality may be due to marketers rushing content out for the sake of doing so, and by paying less attention to quality because they’re already tasked with so many other duties.

This might not be worrisome to large, well-known brands that already have a strong, loyal following. But what about the smaller organizations all fighting for attention in the same space? Shouldn’t they pull back on the quantity to focus more on quality and relevancy?

Of course they should. But how should they go about it?

I would suggest that marketers consider retaining freelance content creators who specialize in writing, images/graphics, and video production. Marketers can provide the freelancers with guidelines and templates to maintain consistency, and also serve as editors to ensure that the content meets set standards.

They can also arm the content creators with their organization’s business goals, to ensure that content creators submit work that is in line with these objectives. This will allow them to focus on other areas of their campaigns, while still having the final word over what content is published.

If marketers insist on creating their own content, they should at least seek out freelance editors, especially in the case of written content. Editors can make sure that the work is as concise, engaging, and error-free as possible. In this case, the marketer has more immediate control over the content, but better quality will be assured in the long run.

Do you create your own content, or retain freelance content creators? Tell me in the comments!

seo copywriting,copywriting,content management,content maintenance

Content Maintenance: Don’t Just Set It and Forget It!

Content maintenance is essential to keeping your website current, relevant, and SEO friendly. And it lets people know you’re still in business.

Have you ever visited a company’s website and wondered, “Are they even still in business?”

I have. If the content is outdated, the images are old, and the design was “Best in Show” in 2006, chances are I’ll be moving on. If the website isn’t up to current standards, the business probably isn’t either.

For many entrepreneurs, the launch of their website is the official launch of their business. They worked hard to create the perfect website, making sure to include relevant content and images, and putting effective SEO keywords in place.

But sometimes they get so busy that they forget about content maintenance.

[tweetthis]When it comes to your website, don’t just set it and forget it![/tweetthis]

Depending on your individual LOB, you might not need to check your site as much as others. My mechanic’s website hasn’t changed in ages, but he still does a brisk business. Most other SME’s, however, would be well served not to let a lot of time pass before logging on just to check analytics.

Of course, blogging once our twice per month helps keep things fresh. But does your blog comprise your entire site? Is it the only part of your business you want showing up in search engines? Of course not. Businesses need to practice regular content maintenance checks to stay forefront in customers’ minds.

Here are some things to keep a particular eye on when maintaining your content:

Update your Story: Is your About Us page more than couple of years old? Something new must have happened since then, so it would be wise to tell your story from the perspective of where you are now.

Check your Images: Unless you’re going for a retro look on purpose, your images should be current and reflect a modern image. No mile-wide ties with short sleeves!

Unlock those Keys: Keyword phrases for SEO should never be locked down. What might have worked on Alta Vista or Excite might not be relevant to Bing or Google. Keyword phrases need to be revisited regularly to keep your website as close to the top of search results as possible.

Watch your Language: Has your audience changed? Or, has your audience stayed the same, but do you need to address them differently? I might still like a brand from my younger years, but I don’t respond to language directed at 19 year-old me anymore. A language check might be in order, to adapt to your audience’s changing needs.

Regular content maintenance is essential to the life of your website and, by extension, your business. Revisit your content regularly!

So what have you done for your website lately? Share it in the comments below, and include the URL if you like!