Getting Attention for Your Content

Everyone is in the content marketing game. We are all vying for attention. Getting attention for your content requires that you have an intentional content strategy.

There are 5 steps to developing content that gets attention: planning, audience targeting, creation, distribution, and optimizing.

Plan Your Content Strategy

You are busy, but you need to be strategic to get the most from the time you devote to content. The best way to guarantee that is to take time up front to plan. Focus on your content strategy, write down what you will do, and you will have a road map that will keep you on course.

Be sure to document:

  • Goals
  • Topics
  • Sources
  • Creators
  • How often
  • Where
  • Marketing plans
  • Meaningful measurements

Understand Your Target Audience

Take time to deeply understand your audience. Where are they online? What are they interested in? What do they react to both positively and negatively? How do they feel about your topic and brand?

The more you understand your audience, the better you can be at creating content that will grab attention.

Understanding your audience is a continual process. Be sure to keep track of how their interests evolve over time.

Develop Great Content

This is the step where many content marketers begin, but the first two steps should provide you with insight into the content that makes the most sense for your audience. Be sure all of your content is well-developed with great writing and clear imagery.

Be sure to provide a mix of many forms of content:

  • Blog posts
  • Visuals
  • Audio
  • Micro content (tweets)
  • Video
  • Guest content
  • Text
  • Infographics
  • Quotes
  • Facts
  • Etc.

Post, Share, and Share Again

Post your content and then share it on all relevant channels. Track what you have posted and post it again in various forms on various channels.

You want to increase the odds that your very busy target audience sees your content at least once. Several times is better.

Measure Impact and Make Adjustments

Some elements of your plan will hit the target, some will exceed expectations and some will fall flat. That’s fine, as long as you pay attention and use that intel to make your content even better.

Be sure to take periodic assessments. This should be easy if you have defined your measures in your plan. Stop doing the things that don’t get traction and adjust to the insights that have the potential to increase the engagement with your content.



Best Practices for Link Text

Links are important in online content. They help you connect people with the content they want. They are also an important component of search ranking. There is a strategy to creating the best link text in your content.

Research Identifies These 4 Qualities of Great Link Text

Recent research by Nielsen Norman Group indicates that to get the most clicks, write specific links that set sincere expectations, are substantial enough to stand alone, and are as succinct as possible.

As people scan your site, they look for links to get them to the information you want. Keep these four elements in mind to create links.

  • Specific: Make the link text specific, so the user knows exactly what they’ll get.
  • Sincere: Link text must set expectations that will be instantly met when the user clicks. When links set expectations that aren’t met, the user’s trust in the site and the organization it represents is reduced.
  • Substantial: Most users scan rather than read online. Links draw attention. The link text needs to give the user enough information to decide to click.
  • Succinct: Get to the point as quickly as possible, to increase the likelihood that users will quickly understand the link.

A link’s primary purpose is to communicate to users what they’ll find when they click. Vague or repetitive language fails that purpose. “Learn more” and “Click here” are not effective links.

SEO Considerations for Links

SEO is also a consideration when creating links. Search engines use links as a signal of content quality.

Be sure to create external links to high quality sites that supplement your content. This helps people get to the content they want, and also signals to search engines that your content is part of valuable content within a topic area.

Also create internal links within your website. Links from one page to another help connect your content. They also signal the most important pages at your site. Several links equate to high content value.

Both internal and external links should use keywords as link text. Keywords indicate what the linked content is about. This helps people and search crawlers understand your content focus and expertise.

5 Things to Know About White Label Digital Marketing

Guest Post by Noah Mirro, SEO Associate at LSEO

White labeling, in general, is the practice of hiring and rebranding another company’s service or product and then offering it to your own customers. There are many different types of white labeling. For example, white-label banking involves banks that open up their application program interfaces, allowing third parties to build their own financial product offerings with existing infrastructure, as Business Insider notes.

White label marketing, on the other hand, specifically refers to marketing efforts that are outsourced to a company that specializes in marketing. The resulting digital marketing services and products are rebranded under your organization’s name. A white label digital marketing agency can provide a wide variety of services from pay-per-click and content marketing to email and social media marketing as well as SEO. Sometimes it also includes other services related to marketing like videography and photography, the development of mobile apps, and web design.

Knowing more about white label digital marketing can help you understand how it might benefit your business.

Time and Cost Savings

When you work with an outside team of experts, you won’t have to go through the entire process of finding potential candidates, interviewing, hiring, onboarding, and training. It saves on the overhead costs associated with having an in-house staff and the salaries and benefits of full-time employees.

It Can Expand Your Offerings

If your company offers marketing services, but some of your clients have specific needs that you don’t have the resources to fulfill, such as having professional videos and photos, or a website redesign, one of the best ways to resolve this issue is to use a white label agency. It will allow your business to expand current offerings without the time, effort, and cost involved in hiring more people to do the job.

You’ll be able to sell those services with your own branding and get full credit. That means when pitching your services, you don’t have to worry about whether your in-house team has the ability to deliver. This also helps you to build a better reputation by positioning yourself as the go-to company for all types of digital marketing services.

It Can Help You Improve Your Client Relationships

When you let a third-party agency take on the responsibility of service delivery, you’ll be able to focus your time and effort on client relationships. It can help improve client retention as you won’t have to say “no” if your business doesn’t have the capabilities in-house.

Access to the Latest Technologies and Industry Trends

Another big advantage of working with a white label digital marketing company is that you’ll be able to work with people who have the specific expertise and training to do the best job possible. Experts focusing on white label digital marketing have the optimal tools and technologies in addition to being up to date with the latest industry developments.

Attracting More Clients

When you have more service offerings, it opens up the number of clients you’ll be able to pitch services to. As the white label digital marketing agencies will be taking over service fulfillment, you’ll also have more time to prepare pitches for those potential clients, making it easier to add to your current roster and grow the business.