Getting started in optimizing your business content is not without its roadblocks, many of them internal blocks. Breaking through these blocks will require an honest self-evaluation of where you are right now in regards to your content.
Are you stuck in a context comfort zone?
You’re a programmer at heart, and all you know is websites. Or live teaching is a snap for you, but you freeze at the thought of putting words on paper. It’s inevitable that we would want to stick with the context that we know inside-out, but content optimization won’t happen if you don’t diversify your contexts. Albert Einstein once said doing the same thing, while expecting different results, is a definition of insanity. It’s just not going to happen.
Consider your market. If all you do is books, those who don’t like to read as their primary learning modality in your market are shut out from benefiting from the information you have to offer. If you only blog, those who aren’t primarily kinesthetic in their learning style will never get your message. For their sake (and your own), try new and different context formats.
To un-stick yourself from your comfort zone, remember that each new reworking of your content into a new context is likely to bring new insights and improvements you might not have considered before. Your content will be stronger than ever, and gain a wider market, which will bring more profit your way. It’s well worth the struggle to move beyond your comfort zone. Never invent – always improve.
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It’s easy enough to understand the need for content optimization, but how to do it? There are so many choices of context that it’s very easy to become overwhelmed, and either end up doing too much and spreading yourself thin, or never getting started in the first place.
There are some organization questions you can ask yourself when getting started in the process of content optimization. These questions can focus your efforts and help you make the most of your time and investment in content optimization.
Here are what we call the six easy questions to content optimization:
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Making the decision to optimize your business content involves other decisions as well. The one major decision to make involves how specifically to make that change. How that is done partially depends on what form your content currently takes.
We have simplified content optimization into four distinct types. Here are what we call the four R’s of Content Optimization:
Re-use – using the same content in different places
Just because content is already in one context doesn’t mean it can’t move to another. Let’s suppose for this illustration that we’re dealing with a person who’s written an article on weight loss, and wants to optimize their content. The easiest change to make might be to simply take the same information and put it in different places. The information from the article could be updated slightly and moved over (or re-purposed) into a blog, or an ezine article. If the article was posted online, the same article could be posted to different directories, which would then get referenced on different blog posts.
Re-purpose – moving the same content to a different context
Suppose that this same author wanted to expand on the weight loss article that had been written, and transfer this information to a completely different context. A teleseminar on weight loss might be considered, which would incorporate more audio, bringing in a completely different audience. An interactive video could incorporate the written word and audio recordings, and perhaps also a fill-in-the-blank worksheet, which would incorporate visual, audio and kinesthetic stimulation for a more well-rounded learning experience for the market.
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Duplicate content abounds online and offline and presents a challenge to the information marketer. If the same perspective and even the same words are being presented over and over again when someone in your market does a search for information, then what distinguishes you from the hundreds of others websites saying the same thing? Why should they return to you for more information?
The following questions can help you in avoiding too much duplicate content:
Can I add something different to the conversation?
You always have your own expertise and perspective to add that is unique. What questions have you noticed that aren’t being addressed about your topic? What questions aren’t being sufficiently answered?
Does my content answer questions or provide information my market needs?
The way to success in any business is still the same, whether on or off the computer… see a need, and fill that need. When your business is information marketing, what information does the market require to fill a need? Do you have that information, and can you provide it in a way the market can understand and assimilate it?
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Content creation is an unending job. It can be difficult to create fresh content on the internet, which has become a barrage of websites and articles. With so much information out there, it can become difficult to find a unique approach that will enlighten and intrigue your audience.
What Will Hook Your Audience?
If you can find that rare perspective that hasn’t been explored beyond the boundaries of usefulness, you will be able to captivate your audience and accomplish the goals you are working toward. This can be a daunting and unnerving task. It requires one to look for information outside of the box.
Where Is Outside the Box?
• Blogs - Along with putting blogs on your website, you can also research for content on other people’s blogs. By visiting a number of blogs related to the topic you are writing about, you can find people’s opinions, references to other sites containing information that may interest you, as well as many interesting facts. You may be able to post to a blog and ask for opinions about a particular subject and obtain your own survey results from that.
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Creating quality content requires a human touch and can be a costly expense. It’s hard to financially justify spending your time and energy on writing every-day content as profit-gain from content is only measurable over time. However, it is a worthwhile endeavor that will pay off in the long-run.
It is best if you create your own content in establishing yourself as an expert in your niche. It is important to consistently compose current and accurate content that will draw in today's online consumer. As well… to be successful you must build an atmosphere of enjoyment.
One way to get the basis for your content is to research other online sources.
One method of gathering information for your content is to research sites online. It is easy to find a handful of sites where you can research facts, figures and information that relate to your topic, and then collect, organize and expand on it to create an informative and pleasing conglomeration of all of the collected information.
Steps to Creating Content using Online Sources:
- 1. Choose a topic and keywords - Decide on a topic and keywords for your content. This is very important to attract the readers that you are looking for. Make a careful selection by researching which of the key words that you are considering rank high in the search engines. Be sure to use your keywords in your title.
2. Choose the sites to research - The next step is to visit a handful of sites that focus on the keywords you have chosen. The most popular sites can easily be found through any of the major search engines. After reviewing some of the sites matching your criteria, select three to six sites that have information that is appealing to you as a reader. If the information is appealing to you, it will most likely be appealing to others.
3. Take notes - Take brief notes from each of the sites you’ve chosen, calling attention to the points of interest that you wish to expand upon.
4. Organize – Put your notes into categories and group facts that apply to the same point of interest. This will help you to make paragraphs that flow fluidly and help your readers to understand the point.
5. Prepare Your Content For Presentation – Now that you have all of your information collected and categorized, it is time to present it. Be sure to integrate your keywords into any subtitles and throughout your text in a natural conversational manner. Do not over-use the keywords or phrases as this will put off your reader.
Creating content should be your job. However, researching for content information can be delegated or outsourced to others. If you actually enjoy the research and going through the steps to create the final product, then go for it! If you're enthusiastic about going through the whole process of content creation, you will produce an informative and entertaining final product that will attract and retain your reader. After all, this is the ultimate goal of your masterpiece isn’t it? Have fun.
About the Authors
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Websites are usually built to resemble company brochures. Websites are a core ingredient to nearly any type of business. They are easily the number one resource people use to learn about you, your products and services. They allow people to do research and review products before they make a decision. Websites that are popular and profitable are useful.
New and unique content…
You really have to find and magnify the unique value that your company provides and do something innovative. The quality of a page and the uniqueness and value of its content is the sole responsibility of each Webmaster.
Often sites are designed with idea that the ideal content can be created and maintained past initial launch without making any major changes. This is rare. For your website to not only attract initial traffic, but to also retain its visitors, the content of its pages as well as outside articles that direct traffic to it must be kept current. This is a tremendous and continuous task.
What type of content should I provide?
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Our colleagues Alex Mandossian, Jeff Herring and Maritza Parra held a teleseminar to discuss Jeff and Maritza's upcoming Social Marketing Blueprint course and free videos.
To learn more about the Social Marketing Blueprint and to get the free videos now, go to ToSocialMarketing.com
On the call they discussed 6 main social media sites: Twitter.com, Facebook.com, YouTube.com, EzineArticles.com, MeetUp.com, and of course your own blog.
We want to demonstrate that they know what they are talking about, so we created a dynamic mind map showing a portion of their Social Marketing Blueprint; some of the Social Networks that Alex, Jeff and Maritza use. As a bonus, we have also included a glossary of terms.
Go ahead and discover (it's interactive) the blueprint below:
For a larger version of the Blueprint: Click Here
(You'll need to go to the larger version to display the web page and to see the glossary of terms)
Again to learn more about the Social Marketing Blueprint go to ToSocialMarketing.com
About the Authors
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You may believe that once you’ve created great content and presented it once that you’re done. The problem is you’re leaving a huge presence and a lot of potential profit behind.
Not everyone is going to connect with your content in the way you’ve presented it, and those that don’t will not consume it or perhaps even purchase it.
People learn and take in information in different ways, and the more of those you reach, the more of a market reach you’ll have.
Basically, people operate in a variety of learning modalities. Let’s take a look at the types of learning modalities:
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Content creation is of utmost importance to your business, whether it’s online or offline. And yes, content creation takes time. If you create content on a use once basis, it can consume a large amount of the time you spend on your business; not to mention the pressure of continually coming up with new content.
That is why optimizing content is a brilliant way to make the most out of the content you already have. Not only that, it enables you to reach more people within your market. How does that work? Let us explain…
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