Are you being strategic about your content? How can you use your time well and ensure people will consume the content you’re producing?
That’s why I’m here at Content Marketing World and in this three-hour workshop with Ian Cleary from RazorSocial. What follows are my real-time notes, so it won’t be as eloquent as I typically try to be. I’ll also attach his notes when I get them!
Keys to Medical Device Content Success
- Spend more time on research about what to write.
- Have a documented content marketing strategy or you’ll spend too much time and get too little return.
- Create on a regular schedule to manage your audience’s expectations.
- And other things, I’m cherry-picking points that resonate with me.
You need a team. You can’t efficiently write, edit, promote, etc. He uses Asana’s free version for his editorial calendar. Yes, it will cost you something but if you are searching for images, editing videos, etc., that is time you could have been building your business.
Now I’m going to try out “Better Click to Tweet,” which Ian recommended.If you want to succeed in content marketing, you simply can't do it alone.- Joe Hage Click To Tweet
Google tells you to write long content, but people don’t read the whole thing – and that’s okay! Get them to stop at the most important parts, and make the subheads as enticing as the blog post title. Related keywords can deliver more search than the main keyword targeted, so add plenty in!
Videos are 6x more likely to be retweeted and 3x more likely than GIFs.
Buzzsumo lets you enter a competitor’s website to see which of their content was most shared. Which marketing management tools would he pay for? As a small company, he’d use the free Buzzsumo tool if available, but pay for SEMRush for keyword research (keywords, competitors, influencers). SEMRush can tell you all the things your competitor ranks for.
Use the http://www.seoreviewtools.com/website-authority-checker/ free tool to see the page and domain authority for concepts for which you’d like to rank. You’ll have better chances if the top links are from lower page and domain authorities.
https://answerthepublic.com/ is a free tool that shows you what questions people are searching and asking online. It’s got the following funny GIF running in the background. (Image is clickable to the site.)
How to Create the Right Type of Medical Device Content
Don’t bother producing content that you feel so good about that it is worth promoting over and over again.
Strategic content could be 10x more work but have 1,000x more value. Produce a seminal piece that earns thousands of links. Brian Solis’ Conversation PRISM has 3,200 backlinks and links from 622 domains (now one more). It ranks for 527 combinations of keywords. (To find how many times a topic is searched each month, use SEM Rush or Google Planner Tools.)
Can you come up with a concept, perhaps coining a phrase? As people talk about that phrase, you benefit!
Create a Research Report: It will turn into an annual report, each year you get more links and shares. Another concept (for larger companies, budgets): Create a utility, something your audience can interact with to calculate what the data means for them!
Ultimately, you want to build your domain authority, get more social shares, and inbound links. Can you engage influeners with their opinion?
Each month, update and republish one worthwhile piece of content. Give it a new date so it appears first in queue. When you’re writing new content, think about what you’ve written that you can link back to.
Spend a little to transform some text into imagery, it may get shared! “Snackable content.” Statistics are widely shared.
Take one of your blog posts – then making a video of it – and embed it!
Search on the term “round up” in your industry which is likely a shareable source.
Social Promotion – How to get 1,000 shares on your content
I would totally love this piece to be shared 1,000 times. It’s useful and some of the best stuff I’ve captured in a while. So I’m going to pay close attention to this next section of the workshop.What you write may not be valuable to your reader, but to those THEY want to attract. via @IanCleary Click To Tweet
Do pre-promotion: Solicit inputs from your audience, then quote them, tag them, and they’ll share it too.
The majority of your audience doesn’t see your content. You won’t hear people complaining that you shared a piece of content. They probably didn’t see it the first time. On Twitter, share when you publish, 8 hours later, 16 hours later, next day, three days, 1 week, every month. Facebook on publish, one week later, every three months; same for LinkedIn.
Out of the blog post, created themed graphics, a graphic from the post. Use Canva for that. Check out http://lumen5.com, it’s free at the moment. I built half of this video while Ian was still talking!
How to do Email Outreach for Influencers
- Link out to highly relevant authority sites.
- Reach out via email and tell them you’ve linked to them.
- Find a targeted list of pople, learn about them/their content.
- Create a template, personalize, send out, follow up.
- An author on inc has to produce four pieces of content each month> If they aren’t a journalist, they will struggle and are starving for content! You can be featured on high domain sites!
- Try helpareporterout.com.
After the talk, I finished this video! You have to make one of your own!