Dear #contentmarketing and #SEO professionals... not lobbying for the consistent distribution of your blog content, misses the point of building it π‘
Here is what distribution does for you [and how to do it via Twitter/LinkedIn]:
β Pulls more readers into your website giving your content teams more behavioral data from customers/leads.
A/B testing, topic evaluations, etc. can all get started right away by actively distributing your content.
β Allows for conversions to happen earlier than organic rankings
Your team can generate sign-ups, leads, and ROI while you wait for Google to index the content (and then you'll generate even more).
β Often provides a link to the original source
This means more people are interacting with your site AND are sharing the link to their own networks/on their blogs (SEO benefits more quickly via backlinks).
β Gives you authority and the appearance of generosity
A single blog post is often a mixture of tactics, strategies, thought leadership quotes, and concrete examples β each of these is useful when distributed apart from the whole and without a link to your website.
β Uses the FULL value of your content for longer while also allowing your team to efficiently impress and entertain your followers/subscribers
As the saying goes, "create once, distribute forever!"
β Aligns messaging across marketing channels and employees
Employees are a big part of a companyβs engagement success on social media such as LinkedIn and Twitter. By utilizing the messaging in your blogs, you know theyβre sharing aligned communication with your brand.
β Creates marketing flywheels that engage customers with different positioning and different examples around a single topic.
This allows you to speak to multiple ICPs and display your depth/breadth of knowledge.
βοΈ ***sips coffee***
So how to help?
We've experienced plenty of success distributing content (as a B2B company) via LinkedIn and Twitter.
That's why we've created our latest resource:
"Breaking Down a Single Blog into 30+ Twitter Posts in < 30 Minutes For Content Distribution"
This helps agency staff, social media managers, SEOs, in-house content managers, etc, see exactly how they can turn their blog content into effective distribution materials (π link at the end of the thread).
We're also building one for creating LinkedIn posts from blog content.
If you'd like me to send you that URL when it's published, let me know in the repliesπ
Here is the visual walkthrough on how to break down a blog into Twitter posts/threads.
- Shares/amplification
- Rankings
- Backlinks
- Sessions
- Etc.
What most programs will do in order to appease leadership and generate metrics/hit KPIs:
β Put sign-up forms on every piece of content
β Create only CTAs that result in short-term $$$
β Focus on last-click/direct attribution
β More gated content
β Bait people w/ headlines
Agencies that produce content optimized for search tend to over-emphasize the #SEO service. Let's fix that and retain more clients. [Thread π§΅]
Most companies are unaware that they ACTUALLY need help with the #contentmarketing part when they hire an SEO agency for content.
π‘The overall point:
SEO is a term that references a specific distribution channel (search engine).
Your clients don't actually want to be paying for ONLY access to that distribution channel. The result of SEO is organic traffic.
(And as any agency who has been doing this for a while knows --> if the only result you achieve for a client is traffic, they're going to eventually fire you.)
Your clients are ACTUALLY buying content that benefits the business. Period.
Advice from the many faces of #contentmarketing that SaaS teams canβt afford to miss [Thread π§΅]
Let's run through π of the conversations our agency (@npturner) had with some of the top #marketing professionals in the #content space this past year π
1οΈβ£ Save Yourself the Heartache with @randfish
Rand has a lot to share about creating great content.
We explored his learnings from the early days of the Moz blog to his most recent approach to Sparktoroβs content production.
This includes:
β How he views content
β How he hires
β The 5-6 years of videos before Whiteboard Fridays gained traction (!?)
β The types of content he thinks have a promising future.
β How they approached content at Moz
β The unexpected benefits of speaking at live events each year
The only truth you know about #SEO Twitter personalities/influencers:
π₯They're the loudest on the channel π₯
A reflection on being included on 6 lists this past week of "SEOs to follow"
That wasn't/isn't my goal
I try hard to be:
β Really good at SEO, esp. as it relates to content marketing
β Responsible with the info I share
β Consistently-ish posting
β Engaged with anyone who is interested
β The clearest communicator
β Connected with others who talk about SEO things
I know I'm not the best:
β SEO in the industry
β Writer in the world
β Entertainer
β Content marketer there ever was/will be
Why do I post?
Creating is fun for me. My flops are as enjoyable to make as my successes.
I like educating.
And, yes, I very much am human. I get joy from attention.
PSA: Be careful when seeking #affiliatemarketing advice vs content marketing advice from people practicing #SEO [π§΅]
It's IMPORTANT to remember that while these two branches of internet marketing CAN learn from each other, they OFTEN come with different philosophies/goals.
Too often, the landscape of affiliate marketing via SEO is:
β‘οΈ Run by an individual person - not a company (except some publishers)
β‘οΈ Lacking emphasis on brand - it's all about impressions, clicks, conversions
β‘οΈ Build it for free or outsource via exploiting others for cheap
β‘οΈ Hit the minimum threshold of acceptable quality and experience to hit performance goals
β‘οΈ Reliant on the trust built by other vendors/brands surrounding their products