If you have been in business for a while, some of these ideas might seem a bit basic, but I encourage you not to dismiss them without at least reconsidering them. If your business has experienced rapid growth and if you are interested in being ahead of trends, you might find that your business, over time, gathers tidbits. These tidbits can be new pages, new technologies, new plugins, new ideas you’re testing out, and so on.
After a while, your website might resemble a house that has been built on over time- where the rooms don’t quite line up, the window line is a bit peculiar, and you have stray pages that don’t do anything.
When it comes time to right-size your business goals, it’s helpful to understand what your website is for. The concepts I’ll share here focus on your website, but a similar process could be applied to any aspect of your business — and this is a good practice to adopt periodically as your business continues to grow.
It’s worthwhile to look at your current business assets — all of them — and decide what roles or functions they are serving for you. From there you can determine how much of your resources to invest in them.
Focusing now on your website, as a point of reference:
- What is your website for?
- What purpose is it serving?
- Is it repeating anything you’re doing elsewhere?
- What would make your website better for your goals?
- Are you expecting more than you need?
Let’s go through each of these questions in more detail.
1. What is your website for?
In my way of thinking, your website should serve at least a few purposes for your business. Two main ones are marketing and sales, and your site can also help with customer service and branding. Your website is most valuable to your business if it’s used to generate new clients and opportunities, if it helps you sell products and services, if you can serve your customers better and if it positions you as an authoritative expert. Of course, with branding, your site can also make you recognizable online, and that is important too. I put it last because it’s not the most important thing to start with, though others may disagree.
2. What purpose is your site currently serving?
Keeping in mind that I suggest your site assist you with marketing, sales, customer service/client delivery, and expert positioning, how is your current site doing on each of these factors? Are there any places where you can invest more resources for a better result?
3. Is it repeating anything you’re doing elsewhere?
This is another good question. Sometimes we have multiple business assets serving the exact same purposes in the exact same way. We may not need all of these assets doing the same thing. For example, I once had a client who blogged regularly and then had her blog content turned into a newsletter. No problem there, at least in theory. However, in practice, because she had built her e-mail list from her blog in the first place, there was no point in sending out a separate distinct newsletter with the same blog content they had already seen. Yes, of course, it makes sense to share your content, but if you have a lot of circularity in your business — where your subscribers come from your blog, and then get your blog updates anyway, and then your blog content as a newsletter, it might make sense to see how you can streamline the process, or have your blog and newsletter serve different functions. In my opinion, the goal is to have each asset assist your business without too much circularity. This helps you expand your reach.
4. What would make your website better for your goals?
This is the question that gets at places where your website could be performing better. We touched on this briefly in question No. 2, but this question asks you to make your thinking more specific. Is there some functionality you keep wishing you had? Or is there something you have that you wish you didn’t? Notice any place where you want something that isn’t there or feel irritated or annoyed by something that’s there that you don’t want. Either is a good place to consider making changes.
5) Are you expecting more than you need?
This question looks to right-size the gap between your resource investment and your expectations/desired outcomes. So, for example:
If you run a locally-based business, you don’t need the same kind or level of website and Internet marketing plan as a business which seeks to be nationally or internationally recognized. You don’t need to invest in the same social media presence. You don’t need to reach people around the country or the world, because you don’t have anything you can sell them.
Similarly, if you are seeking to build a national or international business, you will likely need more resources and more functionality on your website, as well as to make more use of technology and social media to help you build your reach and your platform.
Recognizing what you expect can help you decide what resources to invest and what to do next.
This may seem like common sense, and, mostly, it is. However, we don’t always take a few minutes to stop and assess what we want to create, what we need to create that result and whether our efforts and results are aligning well.
Our entrepreneurial energy and resources are the only currency we have to spend — it just makes sense to use them as wisely as possible.
So far, there has been no indication when the new service will be launched
Do you have a fascination with social media? Do you love attending events and keeping a pulse on all the happenings in Dublin? Are you the type of person who loves to read about new ideas and marketing campaigns?
If so, Eventbrite’s got an opportunity for you. We’re looking for a Social Media and Events Intern located in Dublin who will work closely with our Marketing Manager to build brand awareness in the Dublin area.
You’ll help manage our Eventbrite Dublin social media channels. Your goal will be to grow our online presence and increase engagement with our current users by creating a strategy and a social media calendar that includes:
· Securing partnerships with event organisers for weekly ticket giveaways and/or creating VIP ticket packages with local partners.
· Curating the top events and hidden gems in Dublin every week.
· Creating city-related content to build the Eventbrite brand.
· Attending and posting photos from events.
· Helping with the planning of large scale awareness programmes.
You will also be the face of Eventbrite Dublin at local events and assist in the planning of Eventbrite owned events. You’ll be involved with the curation of grassroots campaigns and everything that goes into planning an event from managing vendors and contracts, to setting up and managing event logistics.
This will be a minimum six month commitment, averaging 20 hours per week.
· Excellent written and verbal communication skills
· Experience managing social media accounts with a track record of building followers/audiences
· Passion for events and live experiences
· Strong organisational skills and the ability to multi-task
· Creative thinking
· Calm under pressure and quick on your feet
· Personable, social and comfortable speaking to guests at an event
· Available on some nights/weekends
· Dependable, reliable and committed
· Experience as a copywriter or social media manager
· Communication, business, journalism, or marketing degree
· Familiarity with Eventbrite and the events space
6 month minimum commitment
To apply please contact Ann Lowney email@example.com
At a time when content marketing is all the rage, it’s easy to forget that not all content is created equal.
There is some content that is superior to others when it comes to search engine optimization, and that’s the content that people want to share. Call it the “it factor” of SEO.
Content with shareability stands a greater chance of going viral, of course, but it goes beyond that. Highly shareable content is also looked upon fondly by Google, which is essentially sponsoring an online popularity contest. When Google sees that other people like your content and are sharing it widely, it bumps up the rankings for that content.
Of course, saying shareable content is good is one thing; actually producing it is another. Here are some tips on how to create shareable content and how it can help your SEO.
What is Shareable Content?
Content is just about anything that you can post on the web, from blogs to white papers to podcasts to videos. Shareable content is something that people share with their friends and followers on social media because they enjoyed it, found value in it, or want to hear what other people thought of it.
Controversial content is highly shareable, but that’s a risky proposition. You could find your content being shared in a negative light. While that’s still favorable for SEO, it’s not great for your company’s reputation.
Creating good content is only part of making shareable content. The other half of the equation involves figuring out how to gain the most shares. This can be achieved in a number of different ways, including:
- Tracking which social media sites garner the most shares for your company.
- Looking at the competition and seeing where they are receiving the bulk of their shares.
- Thinking beyond the obvious social networks and trying out other places where your content could get picked up.
- Figuring out which content on your site is already being shared the most and putting a little more muscle behind it.
Five Important Traits of Shareable Content
There are a huge number of topics and formats for shareable content, but the best shares have a handful of attributes. Here are five things that most highly shareable content has in common:
- Pictures to go with the content
- A very targeted audience
- A great headline that gets people’s attention
- Unique insights into an interesting topic
- Short, punchy writing that’s broken up by bullet points or numbers
How to Make Shareable Content
You’ve undoubtedly heard the phrase “content is king.” It seems like everyone is throwing that around, but it’s true. The No. 1 key to producing shareable content is making sure it’s content worth sharing. That means putting your best people on content creation and turning out truly original, extremely memorable copy.
Once you have your copy, keep in mind that you need a rollout strategy. Don’t just post it and assume people will find it on their own and share. You need to be aggressive about promoting it and making sure enough people are aware of it to gain the shares you’re hoping for. Set up an editorial calendar to track the process.
Share the content on social media. Share it in original and fun ways, such as including a great picture or video. Share it with crazy captions and panda bear emoticons. Share it frequently. In short, do whatever it is you have to do to give the content some momentum.
Consider the best time of day to share on social media, too, so that you’re not tossing your treasured content out there to an absent audience. And be diligent about searching for new platforms to promote your content on. Remember, social media is not limited to Facebook, Twitter and LinkedIn.
While it’s tempting to spend all your time promoting new, fresh content, don’t ignore your older stuff. Content is not like milk; it doesn’t spoil after a few days. You can push your older content just as hard as the newer stuff and get just as much upside from it.
Benefits of Shareable Content
Now that you know what shareable content is and how to craft it, here’s the kicker: Understanding what shareable content can do for you.
There are three main ways shareable content benefits your site.
1. More traffic to your site. This is the obvious one. The more places where your content is shared, the greater the chance people will click on it and be sent to your site. You can gain new customers without ever directly reaching out to them.
2. Greater social media engagement. When you are really pushing your content through social media, the side benefit is that you’ll also be building up a loyal, engaged audience with whom you interact frequently. Coming up with fun ways to promote your content will automatically strengthen your social media and in turn gain you more followers. And that also helps SEO.
3. Improved search rankings. Yes, you knew this one was coming. The greatest benefit to having shareable content is all the backlinks you accumulate when people share your content. Google loves this. The more people are linking to you, the higher you rate with the Google gods. Your page rank improves and thus your traffic rises.
Boost Your SEO
Shareability is a key attribute to any content you post. Whether it’s a podcast or a post on your blog, make sure you make your content worthy of sharing and your search engine rankings will improve.
Content marketing is now a top tactic for SEO, lead generation, and overall marketing strategies. It’s a highly effective way to create a win-win for business owners and their audiences. But there remains a serious conundrum in creating content; to gate or not to gate?
If your priority is SEO, gated content (content hidden behind a paywall) is fatal. Whenever you create a barrier between any website post and search engine bots, SEO rankings suffer. At the same time, some marketers hold lead generation as more holy than search rankings. In that case, gated content allows marketers to gather invaluable information about their customers. But at what cost?
The big question is: Can gated content work in tandem with SEO? There’s no clear answer, but there are ways to create a balance. Here are the top considerations as you determine what’s best for your business.
Who is the Content For?
As you craft your videos, blog posts, infographics, and related content gems, answer one critical question before you publish: who have you created this content for?
If you’re after gaining traffic from search engine results, gating the content will be detrimental. Gated content requires some share of information. Bots don’t fill out forms; instead they skip the content all together, which obviously does nothing for your rankings.
If the number of eyeballs aren’t as critical as the quality and specific traits of your audience, gating content can be a wise move. You can require that folks provide information like an email address to access premium content, thereby building your lead database.
Both strategies are advantageous; your task is identifying which method makes the most sense for your business needs. And remember that each piece of content you produce may in fact serve different purposes, so this is a not a one-size-fits-all methodology.
Determining Which Content is Best for Gating
How do you determine which content creations work best as gated releases? Here are some core questions to ponder:
1) What is the goal and purpose of the content? Pieces like infographics are fantastic in social media, as they are highly viral through shares and likes. This type of production is likely more powerful without any barriers to access and share. Bear in mind that if all your content is free without any information share, you are losing vital opportunities to learn more about your customers and expand your user base. And this is precisely why it’s often difficult to strike a balance.
2) Do you hope to attract inbound links from external websites? If so, gated content will also be a hindrance, not a help.
3) How will you promote or market the content? If you don’t need it to be social, or your marketing efforts are more focused on email capturing and lead generation, gated content is a smart choice.
4) How much value does the content have? Think about each piece that you publish as a form of currency. Then, consider how you’d like to best utilize this value share. By contrast, your demographic exchanges currency through purchases and information shares. If you want to gather email addresses, as an example, the quality of the content has to warrant the request. If a gated blog post isn’t highly original or chalk-full of quality knowledge, it won’t propel your efforts forward. Really amazing content can warrant multiple forms and questions, however, so match the value of the content to the value of the information or currency exchange you’d ideally like to manifest with each customer.
Ranking and Gating – Can They Live in Harmony?
Yes, there are a couple of tricks you can leverage to gain both SEO boosts and information acquisition with content creations.
Consider offering a substantial preview of worthy content without any barriers, then gate the complete offering. This gives you SEO value for the preview share, and if you’re savvy about keywords and worth, you can have the best of both worlds. You’ll entice folks to fill out the requested information through the teaser, and search engine bots can access your creative efforts as well.
You can also opt to use a pop-up gate asking users for information before they access your content. Be very mindful you don’t commit the cardinal SEO sin of cloaking, however. Cloaking is the practice of offering the same content at two separate URLs, with one targeted to humans and the other to search engine bots. This is a major no-no, and as search engines catch on, you will be penalized.
There is no clear directive in determining whether or not to gate your content. Some businesses will want to strike an even mixture, others will use almost exclusively one method or the other. Consider what’s right for your business by being intimately aware of what is most advantageous for your customers. That should always be your most crucial deciding factor.