Creating content people care about

3 Steps to creating content people care about

No matter what business you’re in, an essential part of your marketing plan needs to be creating great content. Most organizations are struggling to create content, let alone “great” content though. The incredible flood of low quality content, and “curated” content, is part of the effort to satisfy the constant banging of the content drums. Or as Eli puts it “Content is king, and now everyone is king”. So how do you make great content?

Step 1. Creating content, what should you write about?

Discovering article ideas, and finding relevant things to write about doesn’t need to be hard. There’s a good change that your customers already know what your next article title should be, you just need to ask them for it.

Surveying them is an easy way to get lots of great article ideas, directly and indirectly. When you run your survey “Instead of asking boring questions like ‘How many units of alcohol will you consume in December?’ ask ‘Are you going to get drunk over the Christmas holidays?’. It gets you the same information, but makes the user think ‘What’s the next question going to be?’”, it puts a smile on their faces and entertains them as they give you insight – which you can use to create your next article title – such as “70% of men are going to get drunk this December”.

Step 2. Make sure it’s relevant to your audience

Just because it’s funny doesn’t mean it’s going to have an impact, your content needs to be highly relevant to your audience. That’s what’s keeps them reading.  “Writing about America’s knowledge of Indonesia was really popular in Indonesia, they’re curious and interested to know what American’s know about them. The same article wouldn’t generate any interest America, they didn’t even know that Obama had been to Indonesia.”

Get the right content to the right audience or it’ll fall flat.

Step 3. Test, check if your audience is going to like it

Don’t make any assumptions, check and make sure your article ideas are of interest to your audience. “If it’s interesting and relevant enough for a dinner table conversation, it’s ok.” says Eli. Drop a few article titles as conversation topics in idle conversation with a few of your readers. If they seem interested in the conversation that’s a good sign that they’ll read about it or share it.

Wrapping up. How do I know my post was successful?

If done well, a good post can get great back links and maybe even media coverage, whilst that’s a reasonable measure for content success, Eli believes you need to push yourself further.

How do you know that you’ve made truly great content? Read the full interview here and find out.

Full interview: http://www.socialmediatoday.com/social-business/exclusive-interview-creating-content-people-actually-care-about

 

Michelle Gautrin

How Adobe used social media to fill every seat at symposium

Most marketers in the Asia Pacific have probably heard about the Adobe symposiums in Singapore and Australia. The fact that there were crowds stuck outside the doors and over 700 people joining via the live stream was pretty good publicity unto itself ! The question is, how did they do it? The attendance at the Australian event has tripled in three years, at a time when other marketing events are struggling to get attendees and some are closing down. What are Adobe doing to drive up attendance and create so much buzz?

I spent some time with Michelle Gautrin, the Adobe APAC Senior Social Media Strategist, she provided some insight on using social media to generate buzz, the way the company looks at social media, and provided a few interesting tips  on how to use social for your next event.

The complete interview and transcript is on Social Media Today 

Watch this space for my next interview with Siva Ganeshanandan, APAC Director for Marketing Cloud Adobe – where he’ll be sharing how they engage their customers, reduce sales cycles and drive demand – all through very clever content marketing.

 

Tablet showing SEO metrics

How should I measure my SEO agency?

A friend of mine was looking for a SEO agency, and was casually mentioning to me about the different views the managers had about how to measure the performance of the new agency. The first view was measuring based on Google Search Rank position for the selected keywords (ie: page 1 for “Buy a boat”), and the second was total ROI for engaging the agency (ie: total value of sales from web generated leads vs. agency cost).

Website SEO Metrics Measurement Template
Click here to download Website SEO Metrics Template (14.12 KB 26 downloads)

To his surprise, I strongly agreed with the second view. The purpose of SEO is to generate business, not to achieve rankings. What would be the purpose of achieving page one rankings if it didn’t get you any business?

The purpose of SEO is to generate business, not to achieve rankings.

There are lots of ways to track the performance of your SEO agency on a technical and ethical level, but when you’re thinking about delivery against targets there are only three things to watch out for:

  1. Google Analytics Goals (when visitors achieve specific objectives on your website)
  2. Total number leads generated from your website (how many qualified leads your website is generating for you every month)
  3. Total revenue from web leads (how much money you made from your web leads)

You need to setup a baseline for comparison. This allows you to  compare your current website performance, vs. the performance after your agency has started work. Even if you’re not tracking these details at the moment, it’s easy to start. Send your website leads to a specific mailbox so you can count them seperately, or use a lead management tool such as Sales Gorilla (Disclaimer: I’m affiliated with this product). Your agency can setup your Analytics Goals, their lead gen work will take time to start working, so your’ll be able to establish a baseline in the first month.

What about all the other website metrics? Things such as bounce rates, time on site, visitors, etc.? They’re all secondary metrics. Great indicators as to what your visitors are doing, but meaningless if your primary lead & revenue goals aren’t being met.

For clarity, you should still track the other indicators & check your agency is doing the right thing (ethically). Just don’t lose sight of the main goal in the process. Effectively your SEO agency is part of your sales team, so I prefer to track, manage and reward them in the same way.

Website SEO Metrics Measurement Template
Click here to download Website SEO Metrics Template (14.12 KB 26 downloads)