Saturday, February 18, 2017

Create Authority Content for Your Business

Authority content done right demonstrates your expertise through your delivery of valuable content without your having to shout: “We’re Number One!” Creating authority will raise your “expertise profile” and help grow your business.

Authority content creates the experience of authority in ways marketing messages cannot. It shows rather than tell.

Demonstrate world-class expertise with authority content

The working essentials of creating authority content for your business are to:

  1. Pick a topic that’s at the core of your business — one that you can legitimately claim a special expertise in. This should be an area you feel comfortable expounding on — and one you feel your customers would benefit from knowing more about. If you have a real estate firm, perhaps this would be some unique aspect or angle on rental investing. If you are a lawyer, maybe you have special knowledge of the application of a complex legal strategy that might give your clients a big advantage.
  2. Break the topic out into five preliminary subtopics — with another five to follow. Begin addressing each topic in substantial, in-depth articles of perhaps 750-1,000 words — making each one like a mini-chapter of a future ebook. Incorporate attractive elements in your content, such as surveys, statistics, lists, and maybe a few “downloadable assets” (e.g., case studies, white papers, etc.). Nail keywords and best SEO tactics.
  3. Post the articles at your blog on a regular schedule — maybe one or two per week. Mirror post your articles at every social media platform you can — LinkedIn, Facebook, Google+ — and get the notifications out to the others. Trigger tweets to your business Twitter account(s), and to all the individual ones you can legitimately co-opt for this purpose.

Now you're ready to gather what you've done into an authority asset.

Create a PDF file of your first five article-chapters

When you’ve created the first five of these blog posts, create a PDF file with all the content you’ve generated on the topic to this point. Offer this out as a way of increasing traffic to your site, gaining subscribers, or simply gathering email addresses.

Move through in like manner with the remaining five mini-chapters of your book. Create the individual blog articles, post them to your blog, and promote them everywhere.

Create a cornerstone content page

Once you’ve got your ten-part series completed, published, and promoted, use your articles to create what’s known as a cornerstone content page. Create a dedicated page that:

  1. Lists links to the chapters (articles) of the book you’ve generated — like a table of contents.
  2. Add introductory material (“intro”) at the beginning, and summary material (“outro”) at the end.
  3. Include your “call to action”.

You want them to call you for more information? Then that’s you call to action. Want them to join your mailing list? There you go.

Packaging your content in this authoritative way will motivate people to find it, share it, and link back to it.

Generate another PDF plus e-book

Gather up your next five articles into a second PDF and use it the way you did the first one: to generate interest, traffic, and subscribers. Now take all ten of your chapter-articles and create an e-book to add to your authority — and reach broader markets.

Blast off with authority content

Authority content attracts high-quality links to your site — links from “authoritative sites” that draw major traffic initially. Authority plus attraction makes for heavy-duty value, attracting further links and increasing shares of your content with others. Your company website starts appearing higher in search engine results increasing traffic to your site.

Your business grows bigger as a result.

Ask Michael J. Farrand about creating authority content for your business.

SOURCE: "Authority Content: Build an Audience that Builds Your Business", copyblogger.

Monday, February 06, 2017

"An 'I Could Have Told You' Song"

If I could write
An 'I could have told you' song
That tells the truth about Love
And some of her ways
the hurting
the lying
the crushing
the crying
the tossing and turning
the trying to sleep
the promises nobody
intended to keep
I'd hang up my pen
And quit all creating
I'd sing my song all day
In a Parisian café.
February 6, 2017

Friday, February 03, 2017

Create Video Content for Your Business

You’ve known that video is the biggest thing in online marketing for some time, but you just don’t know how to get in. The good news is it’s becoming easier and easier for your business to tap into this massively growing opportunity.

If you thought video was big in 2016, just wait till you see 2017!!

Think what video can do for your business

Creating video content offers so many advantages for your business it’s worth overcoming whatever barriers — psychological, mechanical, economic, talent — you envision that are keeping you from this pot of gold. Experts agree that video:

  • Increases organic traffic from search engines by 157%.
  • Keeps visitors at your site 88% longer.
  • Makes consumers 85% more likely to buy.

The venerable Dr. James McQuivey, in fact, tells us a 1-minute video is worth 1.8 million words.

Creating online video content presents an opportunity so huge for your business — in terms of adding value to your brand, increasing conversions, or demonstrating empathy — you can no longer responsibly avoid jumping on the bandwagon.

Types of video content to create

You can create valuable video content for your business in a variety of types, e.g.:

  1. Culture: employee interviews, game day at the office, parties, etc.; show the human fabric of your brand; working hand in hand with HR, these can be used to attract the best and brightest.
  2. Interviews: inject authority into your online content, build relationships with experts in your field; let your subject do the talking (for a change).
  3. Events: cover a company event in a shareable fashion, perhaps sharing snippets in montage form; enhance your online presence more than a live event ever could.
  4. Presentations: combine the excitement of an event with the usefulness of a webinar to create compelling and shareable content.
  5. Webinars: like live events that offer valuable, interactive insights to participants.
  6. Product instruction: make using your company products seem easy; help your customers avoid misusing them (or wasting their time learning how to).
  7. Testimonials: used as a review of your company, these can be recorded at an event you throw at your business premises, or captured from customers in other ways.

For an exciting style of video to create, animation is perfect for your company if you have products and services that are difficult to explain. Those whiteboard animations are affordable, popular, and trending.

Overcome the barriers to creating valuable video content

You’ve got the resources already to start creating video content for your business. Various free apps reduce the cost, as do the recording capabilities of today’s smartphones. You’ve got a list of types of video to create. Now all you need is to marshal the creative and technical forces in your organization to make it happen.

Ask Michael J. Farrand about creating video content for your company or organization.

SOURCES: "The Quick-and-Simple Guide to Getting Started With Video Content Marketing" Buffer; "A Video Marketing Guide On Creating Epic Content for Facebook, Snapchat, Twitter, and More" by Brian Peters on Buffer; "6 Tools to Help Create Video Content for Your Business" by Lilach Bullock on SocialMediaToday; "10 Useful Types of Video Content Viewers Love" by Eric Siu in Single Grain.

MDG Advertising

Thursday, February 02, 2017

Create a Wikipedia Page for Your Company or Organization

". . if your company is in Wikipedia, it's not a fly-by-night, or dime-a-dozen kind of company." John Broughton
Creating a Wikipedia page for your company or organization makes you exist for some, while raising your online profile for all. Putting a page together may be just the group effort project you need to bond internally as a team. And it’s a good opportunity to research what people are saying about you — and what they aren’t.

A Wikipedia page means you exist

“If it’s not on Wikipedia, it doesn’t exist.”
Having a Wikipedia page grants your business or organization online credibility. Without one you may not even exist to your target audience. Potential customers who research buying opportunities online before buying might disbelieve your special offers or discounts. It may take a Wikipedia page to convince them you’re not just another online scam.

The first big roadblock to having a Wikipedia article is something called "notability". The very existence of a Wikipedia article announces your business has achieved this much sought after quality. If you don’t have a Wikipedia page people might wonder if you have something to hide — beyond not being notable enough to warrant one. Younger generations start at Wikipedia when doing research on almost anything online.

Make sure you have a page there for them to find.

A Wikipedia page raises your profile online

Having a Wikipedia page for your business or organization enhances your visibility online, giving you a reliably top-ranked search result. Ideally you want visitors to be presented with link to your organization home page, but having a link to the Wikipedia page immediately below it can’t hurt.

A Wikipedia page is a group-effort opportunity (but it needs to be done right)

Creating a good Wikipedia article requires research of online sources, gathering of related media (images, video, etc.), and writing skills — all excellent opportunities to come together as a team and assigning tasks while uniting around a common goal.

It also requires an understanding of Wikipedia policy and tools and techniques. Wikipedia has fairly strict guidelines on content inclusion and revision. Just writing about your own company or organization can raise a flag.

Learning the related skills and guidelines can be a valuable business (or personal) skill helpful to any organization (or individual). Or you might want to hire someone already experienced in Wikipedia article creation — so you can focus on other important matters.

Ask Michael J. Farrand about creating a Wikipedia for your company or organization.

SOURCES: Paul Wilkinson, Quora; "Should You Consider a Wikipedia Page for Your Business?" SEOPressor; "How Using Wiki Writers Can Help Grow Your Business: The Benefits of Employing Wikipedia Writers for Hire" by Jordan Taylor, Project Eve