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Companion eBook Reviews on Amazon... Ethan Warlick (US) "...paints a vivid portrait of how impactful search optimization is and the downfalls that are leading us into an era where search will need more efficient solutions." Morgan Melnyk (CA) "It's jam packed with valuable information not only for improving SEO and content marketing but for developing an effective online strategy as a whole." Mike B. (UK) "It's handy and useful as an easy source of ideas - anyone who writes for the web will find something new to try. My favourite? "Treat Keywords Like Hot Sauce" GoCamando (CA) "Yes keywords still matter, but not to the extent content does. Bravo for enlightening us on the democratization of web."
Citation preview
THE 21 NEW RULESOF CONTENT MARKETINGFOR 2013 AND BEYOND
BY RANDY MILANOVIC, PRINCIPAL AT KAYAK ONLINE MARKETING
UPDATED WITH NOTES FROM THE AUTHOR
#findability
FINDABILITY: WHAT IT TAKES TO STAND OUT GOING FORWARD
In this new world of internet marketing, it’s not about being “optimized,” but being “easy to find.” That sounds like a subtle difference, but it couldn’t be more profound. One has to do with tags, keywords and manipulating incoming links,
the other is about generating interesting ideas, starting discussions, and being a prominent voice in your market.
It’s the difference between screaming nonsense, and having intelligent conversations.
Treat KeywordsLike Hot Sauce
Rule #1:
Used sparingly, keywords can enhance the “flavor” of your website.(page 20)
Have a Voice (or Brand) That Customers Can Identify
Rule #2:
Consistency creates a subtle impression in a buyer’s mind.(page 21)
Build Trust WithTransparency
Rule #3:
It’s no secret that content marketing is designed to help the business make money, so being up front about it can actually help you win credibility.
(page 23)
Make the Most of a Great Idea With Multiple Formats
Rule #4:
Having idea expressed in different formats makes them easier to find.(page 24)
Headlines are Everything
Rule #5:
Crucial for any article to attract readers.(page 26)
Use the News
Rule #6:
Piggyback off of related news items, movies, sporting events and more.Think this one through, as content of this type can stale date quickly.
(page 27)
You Can't Stock the Cupboards Until You Take Out the Trash
Rule #7:
If you’ve engaged in keyword stuffing, exact-match-domains and the like in the past (many have),you’re going to want to undo those to improve the impact of your content marketing efforts.
(page 29)
Don't Just Post... Engage!
Rule #8:
Great content is simply too valuable to let sit. After you’ve posted it,connect and engage with those connections on their material and yours.
(page 30)
Invite Yourself to Someone Else's Party Once in a While
Rule #9:
When guest posting, do your homework. Know who the audience is andmake sure that blog’s voice is in alignment with yours.
(page 32)
Remember thatGreat Content Invites Links
Rule #10:
Google still values back-links – when they come from a reliable source.(page 33)
Build Your ContentFrom an Ongoing Plan
Rule #11:
Work from an editorial calendar – and bonus readers with timely posts.(page 35)
The Best InspirationComes From Several
Different Sources
Rule #12:
Some of the best ideas or inspiration can come from left field. The moreyou read, the better chance you’ll stumble on that next great idea.
(page 37)
Quality is as Importantas Quantity
Rule #13:
Producing great content on a regular basis is a great way to stand out.(page 38)
Quantity Still Matters
Rule #14:
Producing great content is a priority, but sharing regular updates and new ideas are just as important.(page 40)
Take Your Time
Rule #15:
Just like good food takes time to prepare,so does building an audience or developing a following.
(page 41)
Stop Buying ContentFrom the Bargain Bin
Rule #16:
People will forgive a lot (grammar issues are authentic),but don’t ever be be sloppy or a plagiarizer.
(page 43)
Know Your Biggest Content Marketing Enemy
Rule #17:
It’s not Google or a competitor - it’s a disinterested buyer.(page 44)
Use One Piece of Contentto Promote Another
Rule #18:
Use a blog post to introduce and ebook, or a tweet to introduce a blog.Not everyone consumes information the same way.
(page 46)
Recycle Your Greatest Hits
Rule #19:
The more readers you attract, and the more shares they do mean more potentialreaders for your past content. Feel free to re-share and reference your best work.
(page 47)
Always Ask the Key Question About a Piece of Content
Rule #20:
Is it REALLY worth someone’s time to read it?(page 48)
Use Your Content toTurn Searchers, Readers,
and Fans Into Buyers
Rule #21:
If your content plan is strong enough, subscribers and followerswill transform into new sales opportunities, and in greater numbers.
(page 50)
#findability
WHERE ARE ALL THETECHNICAL DETAILS?
Why haven’t I told you exactly where to put your tags, what specific keyword density is requiredor what anchor text should be? I haven’t shared that for a very specific reason... these things count
but do require technical expertise – hire it out. You are wiser to focus on communicating great, helpful content to humans rather than search engines.
GET THE BOOK:FINDABILITY: WHY SEARCH OPTIMIZATION IS DYING+ THE 21 NEW RULES OF CONTENT MARKETING FOR 2013 AND BEYOND
AMAZON CODES: PAPERBACK: 0992019400 KINDLE: B00CMDQ9RG
©2013 Randy Milanovic
Available Now! on Amazon Kindle and the Kindle Reader App