Author Archives: Milena Kuyumdzhieva

hand-pointing-to-seo-metrics

Applying a SEO strategy for your online presence is vital for your visibility on the search engines. However, you also need to track your performance. You’ve put a lot of effort into optimizing your web pages, now let’s see if your hard work has paid off. This is the first part of our informational articles on Tracking Your SEO Performance – learning which metrics you should follow and what they can tell you about the direction of your business.

Domain Rating and Domain Authority

These are the first metrics you should know and take a look at. Ahref and Moz are the two big companies which are providing SEO tools for tracking metrics of your website, researching competitors and improving your organic visibility. They each have a devised a term for tracking sites’ authority on the web.

Domain Rating (DR) is a term devised by Ahrefs to explain the authority of a domain name on a scale from 0 to 100. The definition given from Ahrefs is the following: “…the strength of a target website’s backlink profile on a 100-point scale.” 

On the other side, Domain Authority (DA) is established by Moz and it “predicts how well a website will rank” on search engines on a 100-point scale as well so the prediction has to utilize more than backlinks.

Depending on which tools you are using, you need to use the right terms of tracking the authority of your website. But otherwise, they are both proof for the quality of your content. The higher the number is, the more trustworthy the domain name is. The domain rating is based on the quality of links and mentions your company has. Having a lot of backlinks is a good thing only if they come from websites with high domain rating. There is no point of having thousands or millions of backlinks from sites with low domain authority. This can only hurt your own DR. Instead, you SEO strategy should focus on targeting websites that are relevant to your business and have high DR.

The domain rating is a logarithmic scale. Meaning that going from DR 10 to 20 will be easier than going from DR 70 to 80. If you notice that your DR is going up, this indicates that your SEO strategy is working. If it is going down, you need to make a link audit and see, if you have any spamming domains referring to you or if you’ve crossed some of the rules that search engines pose for organic traffic.

Organic Traffic 

Examining your organic traffic over time, will also show you the effectiveness of your SEO efforts. This is one of the most accurate metrics you can check. Other metrics will indicate trends and direction of your strategy, but organic traffic is a quantifiable proof of all your work. It is the traffic you get from appearing in the search engine results pages (SERPs) without paying for ads. It shows you how many people are visiting your page and the metric is usually per month. So, you need to check that specification when you are looking at your organic traffic’s numbers. 

You can track organic traffic by landing pages or locations. Tracking by landing pages will show you which pages get the most attention. Find what you are doing right and apply it to all your pages. And tracking by location will show you where your organic traffic comes from. If you are positioned in the UK, but you’re getting a lot of traffic from the USA, it might be time to reach overseas and expand your business. And, vice versa – if you are targeting Canada as well and you spend your time and budget on that country without getting results, it’s probably time to stop spending efforts there. 

Keyword Rankings

Keyword Ranking is where a keyword is positioned in major search engines (Google, Bing). The closer to number 1, the better the ranking is. You want to rank as high as possible for the high-volume keywords (the ones that are searched the most). This metric gives you a general direction of your SEO strategy since ranking higher for a keyword shows improved rankings overall. It can also indicate, if you keyword selection is appropriate. If your other SEO metrics get better (DR, organic traffic), but your keyword rankings does not, it means that you’ve chosen poor keyword selection. In this case, you can choose less competitive keywords and try ranking for them first.

Keyword research is one of the first things you need to do when you start working on your SEO strategy. This will help you generate more traffic, leads and sales. Having said that, keywords’ volumes can fluctuate as Google often updates its algorithm. Also, some months people search more for specific keywords than they would do the rest of the year. For example, before Christmas, in November and December, the volume of the keyword “Christmas lights” will be much higher than after Christmas. So, tracking keywords ranking and the keywords volume should be a regular activity in your SEO efforts.

You can read more about how to use keywords for SEO in one of our previous blog articles. 

Backlinks and Referring Domains

SEO performance is largely determined by the number and quality of backlinks. If there are two websites with similar on-page metrics, such as bounce rate and time spent on site, the site with more quality backlinks will rank higher on the search engines. There is also a strong correlation between rankings and number or referring domains. The backlinks are the links that are referring to your website and the referring domains are the domains from where those backlinks are coming from. One domain can have multiple backlinks to your website.

Tracking your backlinks and referring domains will show you how successful and cost-effective your link building strategy is. If you spent $1000 to receive one link, and it didn’t affect your rankings in the future, means that you might need to alter your strategy. Make sure you target websites with high domain authority. Otherwise, your website might suffer in rankings.     

Local Rankings 

Local rankings are important for companies that have local SEO campaigns. It shows you, if your traffic is coming from your specific target audience or not. Some of the local SEO metrics you can track are Google Maps rankings, Google My Business Insights, Google 3-Pack results, and Session Location. Setting up a Google My Business account is vital, if you want local people to find your business. And session location can show you the cities where your website sessions are happening. Those local rankings can help you evaluate the amount of local traffic you get. 

Mobile Traffic

It’s important to know, if you traffic comes from desktop or mobile searches. Optimizing for mobile devices is crucial since Google announced they’re switching to a mobile-first index. It might be surprising to know that approximately 60% of all searches are made from mobile devices. The mobile traffic can indicate how mobile-friendly your website is. If it stays still while your overall traffic increases, you might have some problems that need resolving. On the other hand, if your mobile traffic increases, it indicates shifting usage patterns in your target market. In this case, it’s probably time to invest more in mobile development. Lastly, searching on mobile is different than on desktop. Around 20% of mobile searches are through voice only. Moreover, users generally use fewer keywords when searching on their mobile phones. All those trends can help you adjust your SEO strategy. 

Engagement Metrics

Engagement metrics display how the visitors are engaging with your website. There a few metrics you should know and follow: 

  • Bounce rate is a percentage number of visitors who left your website without clicking on anything and without performing any action. Generally, bounce rates vary between 40% and 60%. These numbers differ depending on your industry, of course. It’s calculated by dividing the number of unengaged sessions by the total number of sessions.
  • Time on site is the amount of time visitors spend on your website on average.
  • Pages per visit is the number of pages visitors open on average before leaving your website.

Bounce rate is proved to be very important for your rankings. If more people bounce out from your website, this means your content is not what users are looking for. Therefore, Google’s algorithm will rank you lower on the search engine result pages. So, if you see that your bounce rate is higher than normal, maybe you need to start updating your landing pages. 

Crawl Errors 

If you want Google to rank your website, the search engine has to be able to read it, or crawl it, first. Having a lot of broken links and missing pages, will make it difficult for Google to crawl your overall website. And if Google can’t find your pages, it won’t rank them. Therefore, you have to check for crawl errors and fix them immediately. This will improve the site’s readability.

A type of crawl error is a server error, meaning that Google cannot communicate with the DNS server, the request timed out, or your website is down. Another type of error is a URL error such as a non-existent page or redirection has a long chain. You can check for crawl errors using the option “Fetch as Google” in Google Search Console

Page Speed

If your website takes too long to load, users will just press the back button and look for their needed information elsewhere. Most visitors will abandon your website. And even if they do decide to stick it through and convert, their first interaction with you now has been too frustrating. A web page that takes 5 seconds to open, has a 90% chance to be abandoned. So, you need to ensure that your website is not crowded with unnecessary or heavy files. It will be easier to compress and optimize your images, code and text beforehand. This way you won’t have to waste time and effort redesigning and fixing errors after you’ve found there is a problem with the page speed. 

Organic Conversions

Organic conversion is the ranking you want to improve the most. It’s the leads you’ve generated through organic traffic. A lead is a contact with a potential client that you will hopefully convert into a sale. It’s the closest one to your main business objective – growing your customer base and increasing sales. The organic conversion shows you the quality of your traffic. You can follow the points of contact by looking at your emails’ signups, phone calls, requests for direction, form submissions, and actual purchases.

 

For information on how to track all those metrics, follow our blog in the future for part 2 of tracking your SEO performance.

 

website-design-principles
The design of your website can be as important as your value proposition, products and services. You have to think of your web page as the selling point of your business, even if you have a physical store. Having a beautifully designed website can help you win new customers and turn the existing ones to loyal and returning clients. Having said that, an eye-catching design doesn’t only mean being creative, interesting and using all available tools possible to create a unique website. There are certain web design principles you need to follow that will help you go along way. Today we are going to look at some of the most important ones:

1. Typefaces and Text

Choosing a typeface for your brand is as important as anything else. For body text, it is better to use Sans Serifs fonts. They are easier to read and visually appealing. Those fonts are without decorative finishes unlike the Serifs fonts. Classic examples are Arial, Verdana and Helvetica. You can use Serif fonts for the name of your brand and headlines, if it seems appropriate. While, serif fonts are generally bad for body text because they are hard to read at smaller sizes. Generally, the maximum number of typefaces you should use is three and the perfect font size for online content is 16px. Also, make sure the chosen fonts are supported by all browsers. 

Another useful tip to follow is to use text as part of your SEO strategy. Adding keywords, meta-data, H1 headlines, etc. can boost your search viewings. There are a few websites that you can get free font from like Typekit and Fontspring. Google Web Fonts also have a great selection of fonts. 

2. Colours 

A good colour combination goes a long way. It should be consistent with the colours of your logo and your brand. Complementary colours give the impression of balance and harmony. Use contrasting colours for the body text and background which will make reading it easier. Vibrant colours can be used for call to action text and buttons. Add white space to avoid clutter on your website. A general rule is to use two or three tones in order to have a clear and visually appealing design. One more consideration to keep in mind is that some people are colorblind, so be careful with your colour pairings. 

3. Images 

A good image can speak a thousand words. Choosing the perfect pictures can take time but will position your brand the way you want it for your target audience. You can either hire a photographer to shoot needed images, or purchase stock photos. When choosing images, don’t pick up as many as possible to fill space. Place every visual in a way that it will be communicated important information about your website. The images on your homepage, especially, should be chosen specifically to attract attention and inform your audience about your products and services. Every design feature after that should be placed to encourage the visitors to find out more about your business and eventually become customers. Don’t overlook the proper use of images and design elements such as arrows. They can help you focus the attention by naturally leading your audience to where you want them to be.

When it comes to visuals, avoid images that move such as gifs and videos. It can be nice to have a video as a header on your main page, but that can still be a big distraction for your audience. Studies show that viewers prefer websites that are still and are easy to skim. Having any movement might lead them to just press the x button on your site.

An important note is that you have to be familiar with all image licensing restrictions. When you download stock images, some of them can be free for commercial use, some of them can only be used for personal needs. Make sure you know how to credit each image. You can check out the Creative Commons rules and get more details on how to use images without breaking any licensing laws. 

Moreover, when picking out images, use the Rule of Thirds. It means that an image should be divided into nine equal segments by two equally spaced horizontal lines and two equally spaced vertical lines. And, the important elements should be positioned along these lines or at their intersections. This way images are more interesting and eye-catching.

 Finally, keep image sizes small. Heavier in size files will slow down your website. Images usually make up for 60% of a page’s loading time. And, there is nothing worse than a slow website. Your viewers will just leave it immediately and never come back. 

4. Navigation 

Good navigation on your website means that it is easy for viewers to move around your site and take action when they want to. In order to have a good navigation you need to use logical page hierarchy, breadcrumbs, buttons, and the so-called “three clicks rule”. This rule means that your audience is able to find the information they need within just three clicks. 

5. Grids

Grid based layouts helps you arrange your content into sections, columns and boxes. Not using a grid system will make your website look messy and hard to read. Using it, however, will line up all the content into a balanced and better-looking website design. If you need to visualize for yourself how a grid system looks like, imagine the way information is arranged in books, newspapers and magazines. There are multiple arrangements of rolls and columns that you can use. There are a few popular grid systems – 960.gs, Simple Grid and Golden Grid System, and others – but you can also create your own.

6. Visual Hierarchy

Visual hierarchy is one of the most important principles that you should follow. It’s basically the order in which the human eye perceives objects. Visual hierarchy can apply to the order, colours and sizes of the different elements on your website. Certain parts are more important than others and need to be brought to the viewer’s attention. You should rank and prioritize elements based on your business objective. For example, buttons, calls to actions, value proposition, etc. need to be placed where there will be more visible.

In most places in the world, people read from left to right and from top to bottom. But skimming and quickly scanning web pages has become a more often practice than reading everything. So, good design is built around those changed reading patterns. Studies have shown that people scan websites in an “F” pattern. The top left of the screen gets the most attention, while the right side is hardly seen.

7. Fitt’s Law 

Fitt’s law states that the time needed to move to a target area (click a button) is a function of the distance to the target and the size of the target. Meaning that the bigger and closer an element is, the easier it is to be used. For instance, if you’re using Spotify, you might have noticed that the Play button is bigger and easier to click than the other buttons next to it. Or another example is a contact form where you can have two buttons” Submit” and “Reset”. The “Submit” button will be clicked more often, so you can make that one bigger and positioned on the left. But, don’t overdo it with this law. Huge buttons and elements that are enlarged for the purpose to get attention, might get annoying for the viewer. Make sure that all your elements are also visually appealing. 

8. Gestalt Design Laws

The Gestalt Design Laws are principles that arose from the 1920s’ psychology, defining how people generally see objects by grouping similar elements, recognizing patterns and simplifying intricate visuals. Designers are using those principles in order to create better designs, which, of course, also applies for web pages. Let’s see what some of the major Gestalt Design Laws state:

Law of Proximity 

The Law of Proximity states that people group elements together that are close to each other in space. Those elements become a single perceived object. In the instance of website development, you should not place objects together that you don’t want to be perceived as one. For example, elements that do go together, like navigation, menu and footer, product categories, are always grouped together in order to communicate with them as a whole.

Law of Similarity

We also group objects together that are similar in shape, colour, size and other characteristics.

Law of Closure

People seek completeness and when shapes aren’t fully lined or have parts missing, the human perception fills in the visual gap. This principle is very powerful when it comes to logo designs. It makes the more interesting and remembering. For example, the logo of the World Wide Fund is one of the most recognized logos in the world with the imagery of a panda, which lines are not completely closed.

Law of Symmetry

The human mind also perceived objects as symmetrical by forming a center point. When we see two symmetrical elements that are not connected, we connect them in our mind to form a consistent shape. Moreover, people prefer symmetric objects rather than asymmetric ones. For example, having columns of images and text, and centered sliders add to the visual appeal of many web pages.

Law of Common Fate

The Law of Common Fate applies that we perceive objects as lines that move along a path. We group things that have the same trend of motion and follow the same path. Imagine an image of hands pointing to a direction. This visual will automatically pinpoint your attention to where the hands are directing you to look. This is a very powerful principle that you can use in your design in order to guide viewers’ attention to an important object like a sign-up form or central message.

Law of Continuity

When it comes to lines, people also tend to perceive a line as continuing its established direction. For instance, if there is an intersection between two lines, we still perceive them as two single lines that are uninterrupted, and our eye instantly follows their original directions.

 

There you have them, eight basic web design principles that you should be applying to your website design. If you need more help, keeping following our blog or contact us for a business consultation at Conversion Century.

Developer working on a website on his laptop.
Any business that wants to be competitive online or offline must have a professionally developed website. Right now, the internet is the leading resource to find information on everything – where to eat, where to go on vacation, where to buy the products you need, etc. Not having a website can risk you losing potential clients. Customers evaluate companies way before they decide to purchase their desired products and services. If your website doesn’t fit their expectations, they will simply go to your competitors. 

Think about what you want to achieve with a website for your business. The two main goals are to increase sales and convey credibility. And a website development agency knows how to skyrocket your company. We’re giving you the 10 main reasons why you need to hire a professional website company:

1. Customized Design

There are hundreds of thousands of websites out there on the internet. You need to make sure that your business can stand out from the clutter and be the one that your target audience decides to buy from and stay loyal to. A professional designer will know how to make your website unique and one of a kind.

2. Visual appeal

Professional designers and developers know how your audience interacts with websites. It’s important to have a user-friendly navigation, site structure, and easy to skim page. And, at the same time it has to be designed in a way that will catch the attention and make visitors stay. Users don’t like to search for information or be bombarded with flashy colors and visuals. The contractor website agency will ensure that your site is designed perfectly to fit your specific target audience. 

Web designers will not only create great visuals but will also know how to convey the credibility of your business. They know which colors, typefaces and graphics to use in order to communicate your message to your potential customers.

3. Responsive Design

A considerate number of web users prefer browsing on smartphones and iPads, especially when they are on the move. So, it’s vital that your website is compatible with the newest mobile technologies. A website developer knows how to tackle all the issues with mobile versions of websites. Your business’s web pages have to be mobile friendly – easy to find information on, responsive when switching between devices, and they have to load fast. There is nothing worse than a slow website that takes forever to load all the information. Your audience will just simply leave and find the products or services they need elsewhere.

4. SEO Proficiency

SEO helps increasing your organic traffic and ranking higher on Google. Having a beautiful and appealing website is not enough. Building your website for the search engines is extremely important, if you want to reach your audience in today’s competitive environment. In order to appear on the first page of Google or other search engines, you need to have an optimized website. This means adding meta titles, meta descriptions, headings, and content that targets high volume keywords. A website development agency has all the tools to research what your audience is searching for on the search engines.

5. Online Strategy

A website design company can also build your online strategy. This includes blogging, social media, media outreach, email marketing and creating all other types of content assets. A comprehensive digital marketing strategy can help you reach our target audience during all stages of the sales funnel. The hired website company will keep in mind your future goals and follow an organized strategy that will skyrocket your business for the long term. 

6. Webmaster Maintenance

A business website is never fully complete. There is the constant need for updates and upgrades, especially when dealing with customers. You need to make sure that their data is secured and that they get the best user experience that is available out there. However, staying up with the news and trends in the digital world is challenging, if you don’t work in this sphere. This is one of the reasons why most businesses hire website agencies for longer periods – your website will be maintained regularly and always be trendy. And, you don’t have to worry about unsatisfied customers. 

7. Experience

Building a website is not an easy task. Not having the experience with building a website may cause you a lot of struggling and wasting time. It takes knowledge and experience in order to create a website that is responsive, secure and visually stylized. If you think that you can save money by learning how to build your own website, you’ll find out that it will take up a lot more time and money than just hiring a website to do the job. There are many problems and issues that can occur while coding and putting your website online. Only a professional developer knows the pain of missing a semi-colon in hundreds of lines of code. 

8. Resources

Website agencies also have the experience in buying domain and host registrations, getting an SSL certificate, email configuration and IT maintenance. Depending on your business, you might need UI/UX designers, graphic designers, e-commerce experts, SEO professionals, IT support technicians, etc. A website agency will have all the resources to get you the best deal. 

9. Competitive Advantages

Hiring developers instead of trying to create a website in-house will give you a definite competitive advantage. If you try to build it by yourself in order to save money, you will quickly find out that the lack of experience shows and will only cost you more money and time. Professional developers can quickly create your website, add the needed features, make it unique and put you ahead of the competition. And, you don’t have to lift a finger. Instead, focus on delivering the products and services your are selling.

10. Greater credibility

Having a professionally developed website will help you gain your customers’ trust. A good web designer can communicate your trustworthiness throughout the usage of text and images. Your business’s site will look great, it will work fast, and it will be secure. This way you will be able to compete with even bigger companies.

 

There are many more reasons why you need to hire a professional website agency. But the main ones should be enough to assure you – it will save you time and money. If you are still not convinced that you need a website development company, you can always contact us for a business consultation and we will help you build the best digital strategy for your business.

content-marketing-funnel-template
Content marketing is one of the backbones of search engine optimization. It helps you tap on the most searched keywords and create a network of internal and inbound links to your website. According to a research done by Kapost, implementing a content marketing strategy leads to 3x more leads per dollar spent than having paid search campaigns. There are many types of content that can be used to attract customers. Applying them within the content marketing funnel will assure that you implement them efficiently. This can lead to improving your SEO ranking, increasing your sales and obtaining loyal clients. 

What is the Content Marketing Funnel?

The idea of the content marketing sales funnel is that the number of your potential clients grows smaller by the time they decide to finish their first transaction. At the top of the funnel, or the widest part, is where your target audience discovers your company and becomes aware of it. The middle of the funnel is smaller since there will be fewer people who will consider buying your products. And, the bottom of the funnel, is where the remaining potential customers actually decide to buy what you sell. Your goal is to make this funnel as cylindrical as possible, meaning that you want to lose less people throughout each stage and get as many people as possible to convert their interested in you into actual sales.

This buyer’s journey is not necessarily linear. Content can reach people at any phase of the funnel and either encourage or discourage them to buy from your company. It’s important to know which type of content will be of most use in each stage of the funnel. 

The three main stages of the content marketing funnel are:

  • Awareness – when a potential client first discovers your companycontent-marketing-funnel
  • Consideration – when a competent lead wants to assess whether your product or service is the solution to a problem they’re facing
  • Conversion – when the lead gathers all the information they need before deciding to buy and eventually become a customer

There is one more stage of the funnel that you can implement in your strategy for long-term and lasting results:

  • Retention – when a loyal customer is so satisfied with your brand that they become an advocate to it and return to buy more of your products and services

Let’s find out more about each stage:

Awareness: The Top of The Funnel

The goal of the top of the funnel is to create an awareness among your target audience about your brand, products, and services. That can be done through viral and educational content. In this stage you have to educate your potential clients about a problem they are facing and the solution you’re providing. Often your audience doesn’t realize it even has a problem or a need. It’s your job to show the users what they are lacking and to persuade them that you are the one to solve their issues.

Especially, if you are a new brand, you need to generate interest by creating viral and engaging content. People need to be curious about your business so as to slowly integrate it to their list of trusted companies. 

The top of the funnel is the phase when inbound marketing is present. Here you don’t necessarily have to talk about your company. Just give your audience what they want and need to learn about their problems. Thus you encourage feelings of gratitude, respect, and an authority to your brand. Moreover, you are educating your audience in a way that your products and services will be even more useful to them.

Types of Content to Create Awareness

  • Blog posts
  • Webinars
  • Big content (games, tools, long-form content, parallax scrollers)
  • Comprehensive guides
  • Videos
  • Email newsletters
  • Ads
  • Landing Pages
  • Infographics

Consideration: The Middle of The Funnel

Now, your goal is to start acquiring direct customers by providing solutions to the problems they meet through your products.

In the consideration stage, your audience is more prone to think of your brand and its solutions when facing a problem. Therefore, this is the time when you need to provide them the information that will help them assess your products. Don’t try to sell your products and services yet. Instead, show your potential clients that it’s easy to find information that helps them distinguish you among your competitors. Speak directly to them and give them all the knowledge they need to solve their problems.

Types of Content for the Consideration Stage

  • Case studies
  • How-to content
  • Demo videos
  • Product descriptions 
  • Data sheets
  • Social Media Posts
  • White papers
  • E-books

Conversion: The Bottom of The Funnel

At the conversion stage, the goal is simple – turn your potential customers to buying ones. When transactions have occurred, you know you got your audience to the conversion phase. To get there you need to give them detailed product descriptions and provide them with a unique value proposition which they cannot find anywhere else.

Here, you make the final pitch of your products and services. Up until this point, it’s possible that you have lost the attention of a couple of people. So, this is the narrowest part of the funnel. Which means that those who remained interested in your brand, are most certainly about to buy what you sell. You just need to prove them that you’re worth the money and time spent. 

The type of content to use in this phase is more straightforward. Make sure you amaze your audience with your exceptional products and services and the notable value you bring. Focus on the unique features of your products, compare your different products to one another or to those of your competitors. It’s time to sell your message and convert people’s interest into transactions.

Types of Content to Increase Sales

  • Ratings & Reviews
  • Questionnaires
  • Self-Assessments
  • Testimonials
  • A streamlined, comprehensible, and trustworthy sales process

Retention: Beyond the Funnel

After you close the sales with your new customers, it’s natural that you want to keep them. You can send them even further down the funnel to the retention stage. Here, your customers become advocates of your brand, showing loyalty and eventually returning to buy more of your products and services. The goal is to turn the one-time buyers into repeat clients by creating personal connections with them. Show them that they are valued by helping them when they have a problem, giving them special offers and discounts, sharing inside knowledge, and recognizing them for they loyalty.

Types of Content to Create Loyal Customers

  • Customer support
  • Help documentation
  • Special offers, contests, and giveaways
  • Insider how-tos
  • Email outreach and follow-up
  • Effective product UX

There you have it – the basics of the content marketing funnel. Now that you know which types of content to implement in each stage of the funnel, learn more about those different types of content marketing assets and how to use them in your strategy. And, if you are ever in need of help or more information, keep following our blog or contact us directly for a content marketing consultation

person-writing-a-blog-post
Content Marketing is everything. It’s a must. Creating content is the way to go, if you are trying to build a long term brand and customer relationships online. Success doesn’t happen overtime. It happens with long lasting engagement with your current and potential clients. And content marketing is how you can achieve that. It’s a strategy that demands a lot of time and effort but is worth it for both you and your audience. Its purpose is to provide solutions, information, entertainment, and experiences to your target market, while converting their attention to actual sales of your products and services.

Let’s see the most popular types of content marketing assets you should also use to grow your business:

1. Blogging

Maintaining a blog is number one on the list of types of content marketing assets for a good reason.   This is your best way of communicating with your audience. Blog posts are often the central part of brands content marketing strategies. You can write blog posts about your products, features, services, news, interviews, case studies  etc. However, post content that is actually helpful for the readers. Write about everything you believe your customers and potential clients want to know. This is how you can get dedicated readers and loyal clients. 

The benefits from blogging include – communicating with you target market, providing value to people, posting content that can be shared on social media, getting exposure, bringing traffic to you sire, increasing your search engine ranking by improving your SEO. And many many more. Bottom line is that there is no harm of having a blog, only endless opportunities. It is a great way to offer value at a fairly low cost. 

There are a few important tips you need to follow when writing your posts:

  • Write quality and original content. People won’t read ten articles that are completely the same on a given topic. They need new and informative content that will help them with a problem or news on subjects they are currently interested in.
  • Post frequently. A good amount is once a week for smaller companies and 2-3 times for bigger brands. If you don’t often post content, you might lose your readers. 
  • Optimize your blog for leads and sales. Have call to action phrases and buttons which will encourage engagement.
  • Implement an interlinking strategy. Add plenty of internal links in your blog posts and through your website, so users can get interested to read more and more content.
  • Use keywords. Research how people talk about your products and services and use their words in the blog posts. That will improve your SEO, bring the most relevant traffic, and connect better to the audience.

2. Social Media

Who doesn’t use social media on a regular basis? Nowadays it’s an absolute must to have social media accounts to promote your brand and communicate with the world. And you need to post every single day, more than once, and on more than one platform. 

Some of those platforms are the well-known Facebook, Instagram, Twitter, Pinterest, etc. But don’t think that when you come up with an idea for a great post on Facebook, that means it can be shared on Instagram too. Oftentimes you will have different types of audiences for each platform. You have to research those audiences to ensure that you communicate to them in the right way and language. Nonetheless, be consistent. Otherwise, you will lose your exposure, reach and opportunities.

Getting spotted on social media can be harder for smaller companies. There’s just a lot of content circulating and people get picky on what they read. Always do your research on what’s trending among the internet users and your audience. People generally like to engage with and share funny content that taps on well-known jokes and anecdotes. However, the tone of your posts will depend on your particular brand as well. Make sure that you are consistent with your mission statement, views and goals.

There are tons of content marketing tools that can help you with managing all of your social media accounts at once. Some of them are Hootsuite and Tassi. You can save hours on social media tasks, so they are worth the investment. 

3. Email Marketing

Email marketing get do miracle when combined with a blog and social media accounts. You probably know perfectly what email marketing is and how it’s used. We all get promotional emails from online shops, blogs, travel agencies, airlines, etc. And sometimes all those emails can fill up our inbox and get annoying.

On the other hand, you will notice that you can get a little annoyed with emails that have nothing to do with your current interests. If, however, you are planning a trip to Iceland and you receive an email from a travel agency with top 10 things to do in the country – that’s the content you actually need and want right now.

Email marketing can be tricky. Again, do your research. See what content your readers want and give it to them. Build relationships with your audience and create value for them. 

4. Video

We see videos across all platforms, all the time. As we mentioned, people want to see information that they need. But they also want to consume it in a way they want. So, integrating video into your content marketing strategy will help you reach even more potential clients. 

Videos are engaging, dynamic and informative. People tend to watch more videos than reading articles. Especially for tutorials on how to use a particular product. You can integrate those videos in your blog posts, social media accounts, and email marketing. Always include a call to action and try to encourage people to get to the end of the sales funnel. 

However, video takes more time to be executed, if you want them to look professional. You need to write scripts, shoot and edit them. And those steps have many subtasks to complete. Lighting, animation, audio recording, etc. Make sure you have someone on the team with experience with this type of content.

Right now, posting stories on Facebook and Instagram are the most popular social media activity. Users prefer to tap across people’s stories than scroll down on their newsfeed. Good thing is that they don’t always have to look professional and polished. So, you can post multiple stories and engage your viewers every day. You also can encourage them to create their own videos and stories that promote your brand.

Last thought on videos, always transcribe them. This will improve your SEO and visibility by Google. And, if there are people who prefer to consume content by reading it – you won’t lose potential clients. 

5. Podcasts

Podcasts got trendy in recent years. It’s another type of content marketing that you can use to reach your audience. People listen to podcasts at home, in the car, while camping, etc. Basically, when they are unable to watch a video, but still want to be informed on a topic or just listen to a good story. 

You don’t necessarily need to have a podcast channel with a completely different content from your videos. You can just strip out the audio of your videos or record separate audio while shooting. 

However, if you do want to have a well-developed podcast channel, there are some techniques you need to implement. Some of them include narrating with sound and using simple everyday words. Writing for the ear is a hard task. So, research how listeners receive and absorb information that they get from audio. 

6. Webinars 

Webinars are another type of video with the difference that it’s broadcaster live. You can interact with people who are watching and engage them in the conversation. They are a few platforms you can use for holding webinars. You can record live in Facebook, Instagram and YouTube as well, where viewers can post comments and questions for you. The content for webinar can include announcing a new product, conference talk, discussion panel and others. 

7. Infographics

Infographics are images with sensitized information that can be easily and quickly absorbed. They give you the opportunity to present a lot of information in one picture that is visually appealing and easily understood. Infographics usually include statistics from research and surveys that are presented in an aesthetic way. 

You can use platforms like Canva or Infogram for creating infographics. But having a designer who is familiar with your brand and can create completely original designs, is a better option. When designing an infographic, be consistent with colors, shapes and messages. Keep your design simple and neat, so they the information you want to convey is not overwhelming. Use white space and organize the content in distinct sections.    

Infographics are also great from an SEO perspective. You can embed a link to your site, so when the infographic is shared in other blogs and websites, you will get valuable backlinks.

8. Ebooks

You can publish free or paid ebooks online. They’re easier and inexpensive to make. Everything gets digitized now after all. An ebook can be five, thirty or more than a hundred pages long. However, make sure it provides real solutions to problems that your readers might have. Ebooks generate great leads and usually get potential customers to the end of the sales funnel. Depending on your business, an ebook can focus on anything connected to your field, case studies, inspiring stories from the industry, etc.    

9. Long-Form Content

Ultimate guides are a type of a long-form content. This is a free guide, typically 5,000-15,000 words, that is informative and educational. It’s distributed free and it’s a great way to build customer loyalty and increase subscribers. 

Break guides into clear sections and promote each section on all the other channels and platforms we introduced above. You can create it as a pdf that you can upload or post each section with its own URL on your blog.

You can also have long-form content with the idea to be distributed only to the email subscribers of your business. This way they will receive one of a kind content that is just for this special group of people. 

10. White Papers

A white paper is a persuasive, in-depth report that focus on a specific topic and presents a problem and gives a solution to it. It sound authoritative since it aims to help readers understand an issue and guide them to the solution through a particular methodology. White papers are very informative packed with data, statistics and evidence. They are great in building loyalty and respect from customers and the industry. 

As with long-form content, white papers need to be divided into sections. Add a summary, conclusion and table of contents for clear understanding on what is included in the text. White papers are tremendously valuable when it comes to selling your products or services.

 

There you go! Now you know 10 of the most beneficial types of content marketing assets. Make sure you use them consistently and efficiently. In order to generate the most leads, you need to have a marketing department within your business or hire a digital marketing agency that their sole task is to handle your content marketing strategy. In the future, we will dwell more into the details of each type of content and introduce a few others.

Girl showing her presentation on content marketing.
Last week we talked about best content marketing resources that introduced you to the world of content creation. Now let’s look at some of the best content marketing tools of 2019 that are used by professionals in the industry every day. Creating content is a process with multiple subtasks – from researching your buying personas, to keyword research, to revising and analyzing your content. We will take you through each step and advise you on the best tools you should integrate within your business. Let’s begin!

Buyer Persona Templates

The buyer persona is a semi-fictional representation of the ideal customer for your business. Establishing the buyer personas for your business is important as it helps you segment your audience and create better marketing campaigns and content. However, it is not an easy task creating the buyer personas. It cannot happen from scratch. You have to base them on thorough research and data. You can include their demographics, behavior patterns, motivations and problems. These are some free tools you can use to create your buying personas:

The Content Marketing Institute has a simplified solution for a template that is easy to use. It urges you to think about the persona’s challenges and goals.

Hubspot has a great free set of templates to download for creating buyer personas that will help your organize the data from your research and present it in a beautiful and interesting way to your marketing team.

UpCloseandPersona provides an interactive way for creating the buyer persona by giving you the opportunity to put in detailed information step by step. It is an online platform that will send you the result via email at the end.

Keyword Research

Keyword research is vital, if you want your content to be noticed by customers and search engines. Often times marketers will assume that they know for sure how their audience is expressing themselves. But you will be surprised. The customers usually use totally different words to find products they want to buy. It is important to know those words, so you can include them in your content and thus connect with the clients.

Ahrefs is one of the best SEO tools out there. Its tools include keywords explorer, content explorer, site explorer, rank tracker, site audit and many more. They are constantly improving and adding more features that will help you create the most searched content on the web. The keyword explorer gives you insights on the most searched words and phrases for your niche. On the other hand, if you add those keywords in the content explorer, you will be able to find out what are most trending topics for your niche.

Generator for Blog Topics

Buzzsumo gives your the opportunity to find trending topics in your particular niche. That allows you to create content that is engaging and interesting for your buying personas right now at the moment. You can also find out what content is trending on social media channels and which of those channels is perfect to promote your business.

Revision of Content

Grammarly is a great tool, if you are used to typing fast and don’t enjoy revising your content. Making mistakes is not an uncommon situation as we constantly write messages, blog posts, work memos, emails etc. This tool checks all your sentences for grammar and spelling mistakes but can also make suggestions about changing the style and tone. It can save you some embarrassing moments along the way for sure!  

Yoast is one of the most popular WordPress plugins for SEO. It helps you optimize content for a keyword, previews and edits meta-descriptions and URL slugs, suggests relevant internal links, etc. When posting a blog post, it will give you full report on what you did right and what you need to improve. It is an “all-in-one” type of tool that can quickly catch SEO mistakes and prompt you to revise your content more thoroughly.  

Organize Your Team

Organization is key! Your team needs to stay organized, if you want work to be done efficiently. Often times, you will have more than one person working on creating a specific piece of content – generating topics, writing an article, revising it, sharing it on social media, analyzing the results, etc. Here come the tools that will help organize the workflow for your whole company.

CoSchedule is a popular editorial calendar that helps you schedule posts on different platforms and assign tasks to your team. It’s a drag-and-drop tool that can be integrated with WordPress and helps you keep your content trending and engaging. CoSchedule also allows you to create weekly schedules for your team, where they can post status updates and comments.

Asana is a another platform that helps teams manage their projects and tasks. You can assign tasks with deadlines, post comments, track working hours and project statuses. It can be used as an editorial calendar as you can add subtasks such as writing, editing, and promoting content.

Social Media

Now that you have created your great content, it’s time to share it to your followers and customers on social media.

Hootsuite is a platform that allows you to manage all your social media accounts in one place. It is so much easier to find, share and curate content throughout all channels with just a few clicks. Hootsuite also monitors all your posts and gives you data how to boost and improve them.

Email Marketing

As you share your content on social media, it’s also a great idea to share and promote it to the customers who have subscribed to your newsletters.

Mailchimp is still the biggest and most popular email marketing tool. You can create lists with your subscribers and campaigns to engage them. You can add your new content in your emails through Mailchimp templates and track how your audience reacts. You can see how many people are opening your emails and if they are clicking on your blog posts.

Analyze the Results

Some of the tools above will give you data that you can use to analyze the results of your content marketing campaigns in each specific channel you have. However, there is one more powerful analyzing tool worth mentioning.

Google Analytics tracks all your business metrics such as goals, form submissions, product purchases, buyer’s journey and many more. You can even set up behavioural events, like scroll-depth. Analyzing this data will improve your knowledge on how your customers behave on your website and subsequently, if there are any areas for improvement. It is free and the basic features are easy and intuitive to use. When it comes to more in-depth data, you might want to use a digital marketing company to help you out or pass an online course.

Final Words

The above mentioned tools have proved to be useful and easy to use. However, they cannot help you with your content marketing strategy. No matter how many plug-ins and platforms you use for your business, nothing beats a good marketing strategy, thoroughly devised by specialists in the industry. If you are planning to focus on content marketing for your business, don’t hesitate to email us or give us a call, and we will give you a consultation on how you can skyrocket your company.

 

Content Marketing Resources
Content Marketing plays an important part in search engine optimization. Through content you can communicate your messages to your audience and the search engines. Creating that content, however, is not an easy task. Content can be in many forms, written for different purposes, and in different tones and styles. Some companies struggle to understand the importance of having a content marketing strategy. To help you out, we listed our top resources when it comes to content marketing creating. Here, you will find some of the best content marketing blogs that will introduce you to the industry and help you skyrocket your company.

Hubspot

Hubspot has proven to be the to-go place for SEO tips and strategies over the past few years. Their blog is divided by sections – Sales, Marketing, Service, News and trends. Their content marketing blog is one of the best ones you’ll find on the web. In addition, Hubspot has a number of Ebooks, reports and other resources, which are written and generated by experts in the industry. Finally, Hubspot has free online courses and certification which will guide you through the best business practices, strategies and trends.

Moz

Moz is one of the most popular SEO tools in the industry. The company has a great blog on search engine optimization which covers the newest trends and tips. One of the articles – What is Content Marketing – is an introduction to the world of content marketing. If you don’t know anything about the industry, this is the perfect place to start. Look through the blog and find even more informative blog posts on the topic that will advance your skills.

Content Marketing Institute

The Content Marketing Institute (CMI) aims to advance and better the practice of content marketing. The website is full of practical knowledge, tips, insights and advice from experts in the industry. You will also find the latest news, information, and advances that are moving the industry of content marketing forward.

IZEA’s blog

IZEA’s mission is to help marketers and creators connect. They have multiple free online resources to download about content marketing and influencer marketing. You can find ebooks, white papers, case studies, trend reports and how-to-guides. Moreover, they also maintain a blog on the latest trends and news in the industry.

Duct Tape Marketing

Duct Tape marketing is an extensive resource for guides and news on everything about digital marketing. Their blog is divided into categories – SEO, Advertising, Consulting Business, Content Marketing, Online Marketing, Social Media, Small Business Finance and many more.

Copy Blogger

Up until now, we listed resources which cover news and trends from multiple fields in the industry. The Copy Blogger is a website that focuses only on content marketing. You can find up-to-date guides and articles, tips on writing for current events or holidays, and newest trends. According to VentureBeat “Copyblogger is the bible of content marketing.” Moreover, you can contact some of their certifies writers for advice or even get premium content marketing education by signing up for a Training course.

An Ultimate Guide

If you decide that you don’t want to dwell so much on content marketing yet, and just understand the basics of it, check out the Ultimate Guide to Remarkable Content. It’s written by Ramit Sethi, who is a New York Times bestselling author and founder of iwillteachyoutoberich.com. His guide on content marketing is catchy, well-stylized, informative and inspiring. He has multiple other free resources on the topic that will get you motivated to boost your company through creating content.

Velocity Partners

The resources above focus on B2C interactions or your business communicating with your customers. Velocity Partners is a blog on how to create content marketing for B2B or business to business relationships. You can find a lot of interesting intakes and content marketing tips, news and case studies that will transform how you look on your business connections.

Books

Blogs and online guides are an amazing opportunity for learning online. However, the information usually is short, synthesized and rarely fully detailed. If you decide to devote a lot of energy on content marketing for your business, we advice to also start reading books on the topic, written by specialists in the industry. The Content Marketing Institute has an updated post on the best content marketing books for 2018 you should read. And, soon they will have a list for 2019 as well. Some of the titles are “Make Blue Ocean Shift Beyond Competing,” “Talk Triggers: The Complete Guide on Creating Customers with Word of Mouth,” and “Break the Wheel”. Only from their titles you can be ensured that you will get into depths about creating quality content that will increase your company’s visibility and profits.

Our Blog

Finally, you can always find tips and news in our blog, where we post guides on content marketing, keyword research, link building, website development, search engines and more topics from the industry of digital marketing and search engine optimization.

Throughout the years of working in the industry, we’ve gathered knowledge and experience helping our clients advance their businesses. Now, we want to share this know-how with you as well! Our blog is still new, but we are aiming to post educational content every week, that will help you learn more about the world of search engine optimization. Expect interesting and informative content on SEO, web development and digital marketing from our experts in the industry.

 

There you have it. All the resources you need to excel at content marketing are out there for you. Hopefully, one day your company’s best practices on creating content will be a great case study written by those resources.