Our sales and marketing expert on why preparation and research are important ahead of pitching out content you’ve created – whether it’s an infographic or a report.
For a long time link building was the main way to have success from a search engine optimisation (SEO) campaign and there was a time where the quality of those links did not matter since Google did not have a way to judge them. At that time it was the more links, the better.
Times have changed a great deal since then. Now everything is based around the quality and relevance of your content – which actually makes a lot more sense. The great news about this is it forces businesses and brands to create great content, to generate links (which also then help to promote their brand) and demonstrates their expertise. So by Google changing their algorithm they have actually forced everyone to get better at digital marketing and do what we probably should have been doing anyway.
So this article follows on nicely from my previous one about creativity. We have covered how to try and think more creatively and how to generate more ideas, although to be honest we have only touched the surface, but there should be enough there to try some different techniques and to look at things differently.
The focus of this article is then what do you do with the content. Every piece of content can have multiple purposes and we often try and get our clients to think in this way, as the investment in creating a good piece of content can be quite expensive. Therefore you want to ensure you can get the most out of it.
The internet allows us to share information quickly and to potentially reach an extremely large audience. The first thing to identify is who is the correct audience for your piece of content and then following on from that, where can that audience be found. There is a free tool available from YouGov that gives you a good starting point. The tool allows you to put different keywords in and to generate the likely profile of someone interested in what you have written.
This is a really simple starting point especially if this is your first attempt at profiling your audience. From the results you can then start to build up a few different personas and can then start researching the different websites that your might find these users frequenting.
Once you have this information you then have a clear idea of where to start pitching your content. Now depending on the type of content you do need to be concerned about duplicate content. For instance, if it is an article you will want to find one really good website for this.
If it is a visual graphic such as an infographic this can be placed in many different places but should always be prefaced with a unique opening paragraph or two. If your content is a report, then it doesn’t need to be unique each time – this can treated in the same way as an image so it carries it own unique content to introduce the report.
Types of websites you can look for might be information sites, relevant industry sites, blogs, PR sites and news sites including local news. Finding the right kind of websites is key, you need to be sure the websites are real and are not just there for SEO reasons, as these will be seen as very “spammy” in Google’s view.
A couple of good checks that you can carry out would be to first of all see if the website has a social media presence with regular interactions, this is a good sign for your content too as you know if they push your piece out users are likely to interact.
You can also check that the website is indexed in Google by searching “site:www.exampledomain.com” and see if Google brings back results. This search should show every page indexed, so if none are returned you know Google is not indexing that website for some reason.
By getting your content out there on relevant websites you are not only building links back to your website as the author, which is useful for SEO, but you are demonstrating expertise, for you, your team and your business can create this unique content piece that is relevant to others and useful.
This can help build brand awareness and help from a PR perspective. We have had instances where one piece of content has lead to other websites and media outlets, leading to requests for further content asking for similar or follow up pieces.
In this day and age it is so important to be able to demonstrate expertise to your potential customer base, users are so much more savvy these days and empowered by their ability to search online and find information about your business, products or services. Therefore if you have promoted your business on lots of good, relevant websites, when a user searches they are going to see this expertise and it will help build confidence in your brand.
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