Blog Post

How to do the best Content Marketing [VIDEO]


Today we're talking about how to do the very best content marketing. It's no coincidence that we are having this discussion just as Google's web spam team has been releasing new Penguin and Panda updates. Penguin 4.0 (dubbed by Search Engine Land) is coming soon! So, in this short video we'll talk about some of the real, practical tips for creating the best content marketing.

TRANSCRIPTION:

Hello and welcome to the Best Content Marketing. I'm Chad Hill, and I have Adam Stetzer with me as well.

Good afternoon, Chad. It's a great topic to talk about today, best content marketing, and how to really do the best content marketing. It's very timely as Google has been pushing their updates. We saw a Panda update a few weeks ago to a months ago. We see Penguin 2.0 or what search engine land is calling Penguin 4.0 coming soon.

Matt Cutts put out a tweet on Friday saying that would be in the next few weeks. And he had a pretty detailed video just yesterday talking about how Google was really pushing the envelope to uncover people who are manufacturing links to making unnatural links, which is a great lead into why you want to do the best content marketing possible. As we know, in 2013, link building has pretty much become a dirty word. And we've been pushing our audience and our community of resellers at HubShout to really embrace best content marketing and how to really serve the end user with something of value.

So I want to open this discussion today, Chad, with what some of the real practical tips for creating the best content marketing possible are.

Yeah, absolutely. And I think we've, again, covered this in many ways, but let's hit it right on with the way to do the best content marketing. And it always has to start with understanding the demand out there. You want to understand what people are looking for and, especially, in your space and how you can help answer questions that people have. And that's really the place you want to start, is getting a good sense of the key words through using tools like the AdWords keyword tool or other research platforms out there that help you identify the demand and the keywords people are using. Yeah, that's excellent, because you hear content is king and be useful. But how can you be useful if you don't really know what people are looking for? And Keyword Research, an oldie but a goodie, is really your window into that demand, which makes sure you hit the target.

Right. And then, of course, once you identify those keywords and you put together your plan of what content you want to create, you then need to create the best content marketing. And you need to create great content because the bar, as you said, Adam, has gone up, and people, the expectations for the information you're creating, is very high. People want useful information. They want it to look good. They want it to read well.

They want things like we talked, many times, about tuning the content to maximize both the readability and usefulness to the end customer or the prospect. But at the same time, taking advantage of some of the opportunities for a better indexing of information, things like schema.org. So if you have video on your content, you really want to make sure that's there as well.

Right. And we have covered this many times in HubShout videos. How to create the best content marketing. You need to find something that you have to share that's valuable.

That could be humor. That could be a how to. That could be training. That could be politics. It could controversy.

It could be artwork. Maybe you're a musician. So you need to be in your comfort zone doing something you're quite good at and then, sharing it. And I think the reaction you want to get is, wow. I can't believe someone's actually sharing this for free. If you can get that reaction, then you know you've achieved the best content marketing.

And it's somewhat counter intuitive, and we hear this feedback all the time, why would I put all of that information up on my blog? I usually charge people to share that. And that's exactly the point. You really have to give something of value that will make people really enjoy the content you've shared and then, share it. Promote it. Leave that footprint, which Google is going to find and is going to richly reward you, by sending more people.

Comments (12)

  • Stephen Reply

    Why so many of these posts in my email today? My email has been blowing up with these all day, an unusual abundance of emails

    05/17/13 at 07:46 PM
  • Stephen Reply

    Why so many of these posts in my email today? My email has been blowing up with these all day, an unusual abundance of emails

    05/17/13 at 07:46 PM
  • Chris Reply

    That is a really powerful understanding. As Adam mentioned, when you get a reaction like "I can't believe you are giving that away for free." That is when you know that you are providing something of value.

    05/19/13 at 03:23 PM
  • Matt Reply

    If the content on your site is truly useful real users will want o share it and come back to it long after you have written it.

    05/19/13 at 06:01 PM
  • Jesse Reply

    It cannot be said enough that content is king. The higher quality it is, the more people will want to share it, as Matt mentions.

    05/20/13 at 08:22 AM
  • Bill Reply

    Also even if people know what to do, non-spammy content marketing is a lot of work, and companies often prefer to hire an Agency that specializes in it instead of trying to do it alone.

    05/20/13 at 09:29 AM
  • Reply

    Great video.

    05/20/13 at 10:02 AM
  • Nick Reply

    I think people sometimes forget that quality content can be more than just information. Using things like humor and controversy can really work to your advantage in creating memorable (and shareable) content.

    05/20/13 at 12:57 PM
  • Nick Reply

    I think people sometimes forget that quality content can be more than just information. Using things like humor and controversy can really work to your advantage in creating memorable (and shareable) content.

    05/20/13 at 12:58 PM
  • Renee Reply

    To echo Nick's comment -- Yes! It can be so much more. It's your website and your industry! Shake it up. Show off your areas of expertise and your personality! You content is for the people visiting your site. Make them happy they visited.

    05/21/13 at 03:07 PM
  • Tom Reply

    I think the key of finding the demand of what people are looking for is the most challenging, and then trying to provide that answer for people to come back

    05/22/13 at 10:42 AM
  • Jason G. Reply

    I agree that demand is the driver, the information needs to answer questions.

    05/23/13 at 03:51 PM

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