Paul Hunter
Marketing Manager at Liberty Marketing
CONTENT MARKETING
Quality content 5
The Google Panda update in 2011 showed how serious Google was about
wanting people to create content for the user and not for the search engine. Creating quality content is important from an SEO perspective and for the user experience. Informative, useful and unique content created for the user is much more likely to rank well. While content undoubtedly improves visibility in the search engines, ranking should be only one of the reasons that you create content.
Content presentation 6
At Liberty we created a guide to the pubs and bars of Swansea’s Wind Street.
Adding images, internal links and calls to action to the page improved the bounce rate by 15 per cent and session duration by 42 per cent. Improving the UX has also helped rankings, which resulted in an increase of 59 per cent in sessions to that page. It’s important to structure pages in a way that tells the search engines what your content is about. Search engines pay attention to headers so make sure that you include target keywords in your headers throughout the blog.
CONTENT DISTRIBUTION
7
A content strategy shouldn’t just be about the content you’re
creating for your own website. A key part of attracting new users is to
create content for other industry- related websites and sites that your target market visits. This helps increase the amount of relevant amount of links to your site, which is an important ranking factor. However, be wary of swapping content and links. Reciprocal linking is something that will have no cases attract penalties.
Social media 8
Brits spend an average of two hours and 13 minutes every day on social media.
Social media covers paid, earned and owned media spaces so is a great method for reaching loyal customers and potential new ones. To maximise your social media
you create content
Ranking should be only one of the reasons that
together rather than broadcasting channels. For example, run a product launch video on Facebook. Include a behind-the-scenes video on YouTube. Include product images on Pinterest and video stills on Instagram in the build up to launch. Spreading content across channels will allow you to reach channels. This can be used to build your following and drive more interest in your brand.
Social ads 9
The personal nature of social networks allows for
with paid advertising. Sites such as Facebook and Twitter allow advanced targeting based on likes, interests and who the user follows. If you have this information about your persona it allows you to promote content to a highly relevant audience. For those in B2B, LinkedIn allows you to target companies. If looking to build a following on social media, do it by promoting content rather than simply buying likes. By promoting content, it’s likely that people will like your page because of its quality and subject matter, which in turn ensures you attract relevant followers.
Native 10
Native advertising is performed through content distribution
networks such as Taboola and Outbrain. These often show up at the bottom of news articles. While these articles have become synonymous with the term ‘clickbait’, the distribution networks have worked hard to become more targeted in terms of the websites they appear on. You can choose to appear on similar, relevant websites. If your goal is site visits then, when used well, native advertising can be eyes on your content.
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libertymarketing.co.uk
33 annual sourc e guide 2016
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