Add Some Zip to Your Content Marketing

Most companies do some form of content marketing. Once you get rolling, it is easy to get in a groove, whether or not that groove is getting the best results. Here are some ideas to inject into your content marketing to make sure you are getting your best impact.

Write Down Your Content Marketing Strategy

You may think you have a pretty solid strategy, but if it isn’t written down it probably is lacking. There are a lot of priorities in your head. Content strategy can’t get all your focus. And, this approach guarantees no one who’s not in your head (i.e. everyone but you) can help.

Write down and review your content goals, objectives and tactics. Don’t forget to determine how you will measure success. Likely, this process will help you identify gaps as well as things that aren’t getting done or being effective. This process alone will help you up your game.

Watch What’s Happening

Be sure to monitor what’s happening online. New trends emerge all the time. Capitalize on the ones that make sense for your business and your goals.

Your competitors, key influencers in your market, and other subject matter experts can all be sources of inspiration. When you take ideas and make them your own, you aren’t copying but capitalizing.

Pay Attention to Metrics and Feedback

Your content strategy started with your best ideas, but some will be winners and some will be losers. Pay attention to the metrics to see what’s having an impact and what is falling flat. I have learned to let go of good ideas that just don’t gain traction.

Some platforms continually feed you metrics. Others require a little more proactive digging. Either way, take time to look and glean the insight you can get.

Also pay attention to qualitative results like comments and other engagement. What seems to get the attention you want? Do more of that!

Google Local Pack May Be Your Best Online Marketing Asset

Have you noticed how localized Google search results are these days? Search for a plumber and you get listings of businesses nearby. A lot of that information is derived from Google Business listings that are featured in what is known as “local packs.”

A local pack is a list of businesses that provide a product or service in the area that the searcher is locating. There are two major types of local packs:

  • Local Teaser – displays three listings beneath a map. Results have a photo and business name. Clicking on the name takes the user to a map with more businesses and a link to the websites of each of the businesses.
  • Local Pack – the most common. Lists several businesses with their contact details under a map of the area. Information can include the name of the business, address, phone, and reviews star rating.

Google gets the information for all types of local packs from Google business listings. To be featured in a local pack, you first need to claim, verify and complete a Google My Business page for your business.

To get your business featured in local packs:

  • Create and verify your Google business page. Be sure to complete all the fields, select the most accurate category for your business, and include pictures.
  • Make sure your website information matches your Google business listing for name, address, phone and hours. These must be an exact match or Google will consider the information suspect!
  • Know your keywords. Use the words and phrases that people use to search for businesses like you on your business listing and on your website. You don’t need to worry about local modifiers, Google has that covered for you with its location sensing technology. So “lawyer” will give the user listings of lawyers near their location, regardless of whether they include “near me” or a specific location in their search.