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February2014

Repurposing to attract more traffic

Great, inspirational content should never be left to float aimlessly like an island in the web ether. It will serve you little if your audiences cannot find the  (more…)



The magic number: why do we write in threes?

Studying writing and formal speaking in detail will often bring a certain number to your attention. Without consciously deciding to do so, it is astonishing how often writers and  (more…)



Using technology to overtake your competition

Google algorithms look for high quality content, so if you’ve got that covered you can relax, can’t you? Unfortunately not! As more content is posted on the web, the need to make it easy for audiences to find information becomes more critical.

Keeping your content on the radar

As more and more content is produced to attract your target market and the quality of that content increases, search engine users are keener than ever to find the information they seek in one accessible place. Time is always of the essence with your target audience, because users want to access everything they need with the smallest possible effort.

This is where technology can help. The likes of LinkedIn and Twitter have already invested heavily in providing searchers with tailored content streams. The Showcase Pages on LinkedIn categorise content to appeal to a variety of business needs. Twitter allows its users to tailor content feeds to get instant access to content relevant to them.

By investing in tools that allow the searcher to navigate and access the content they need, you will place yourself high above the competition. The more work you can do on behalf of your target audience, the greater in the impact on your rankings.

End-to-end content platforms

One of last year’s big talking points was the ‘cloud’, and this continues to be an area of focus in 2014. Amidst talk of the economy improving, most marketing managers will still be operating on tight budgets and the need to reduce costs will remain high on the agenda. For many, this will mean identifying one support tool via which all marketing efforts can be focused. You may streamline processes by placing Google Analytics on the same platform you use to post content and whitepapers.

Great content is clearly not enough – this must be married with careful investment in technological tools.



Freshen up your content marketing

Coming up with new ways to revitalise your content marketing is a constant challenge, because you want your target audience to be (more…)



Make your content shine with mobile

Without doubt, search audiences will be on the lookout for unique and interesting content that can be accessed quickly from one source. There are (more…)



Boost your rankings with a Google-friendly title

When it comes to optimising content, your title can have a large impact. Google page rankings are still heavily influenced by page titles, so you need to make sure they tick all  (more…)



From Russia with lexicography: Seven words of Russian origin

Tomorrow sees the start of the once-every-four-year festival of laughing at skiers falling over, watching nutters slide down chutes on tea trays and awing over just how quickly some people are able to brush an icy surface, as the 2014 Winter Olympics arrives in Sochi. As Russia continues to (more…)



Road signs in Cambridge see apostrophes dropped

A council in the East Midlands has irked keen grammarians by removing the apostrophes from new road signs in order to “avoid potential confusion”.

Despite the (more…)



New infographic sheds light on key Vine stats

Research for a new infographic making the rounds online has revealed some interesting stats for Twitter-owned video sharing app (more…)



Content Marketing – Consistency is crucial

The benefits of effective content marketing can be considerable. Yale Appliance is a Boston, Massachusetts-based domestic appliance store with an accompanying ecommerce site. Its CEO, Steve Sheinkopf, has been blogging since 2007, with more strategic marketing since 2011. The output includes useful blogs, informative videos on brand choices, in-store cooking shows and free how-to guides. Revenue has increased by 40 per cent since 2009, and this can partly be attributed to social media activities.

One quality shines through the above case study, perhaps more than any other: The consistency -plugging away, day in day out over seven years and counting. This is not so easy to emulate, especially for hard-pressed SMEs. However, there are some steps you can take to help yourself become more consistent.

First, get the logistics covered. Make sure everyone in involved in the campaign knows how and where to post content. If necessary get people trained on the relevant editorial tools. Methodically plan your content drops, perhaps making use of a shared calendar.

Next, make sure you have top-down buy-in. Everyone, especially the MD, needs to know there’s a campaign going on, and that it’s running for a while (that’s the important part!). One way of getting such buy-in is to encourage executives to contribute with their own blogs or social posts. They may even feel flattered to be asked. This kind of buy-in keeps momentum going on a long-term campaign.

Use narratives: Find a story to tell about your brand, whether in words or movie clips, then break that story down in to episodes. Releasing a story in bite-sized chunks can be a real boon to long-term campaigns and helps to build a following.

Finally, help is available, should you require it, from ourselves here at Pressroom, where we can provide just the content you require at short notice; in a way which fits in with your business objectives.



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