Content Marketing – The Use Of Strong Pillars

content-marketing

Create Content Pillars To Strengthen Your Marketing

A constant challenge for any business trying to stand out from the crowd, is content marketing, and generating enough content every week, month, or year. This includes having enough content for the business’s website, their social media channels, paid advertising, blogs, eBooks, etc.

But it also includes onsite content, which means creating your site structure in a hierarchical format, setting out the webpages so that topics flow into each other. For example, having “Products” at the first level, “Bathroom” at the second level, with a core keyword, and then bathroom product semantic keywords for each page under that.

Figuring out these topics, engaging headings and titles, as well as the content of the piece, can, therefore, be a time-consuming process, and hard work to keep up with. And for what gain?

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Is Bigger Always Better?

The internet is absolutely full of information and data, and it can be really hard to get noticed and stand out against competitors. The optimum word count for content is actually 400-500 words, with the maximum being around 800 words. However, if it’s an in-depth piece with multiple discussion points and good writing, it can go beyond 1000.

Content Marketing Is King

One of the best ways to keep the word count down, is to take larger topics, the ones that could be described across four or five pages, and break it down into smaller, digestible pieces of information.

This is a tactic known as a content pillar, which can include things like eBooks, guides and reports. Over-arching, larger topics, that can be broken down and shared piece by piece, bite by bite if you will, so that people get a taste of what you’re trying to communicate, without making them sick by giving it all away in one go.

content marketing

The other great benefit is that this topic doesn’t need to be focused around the one channel. It can be spread across many different platforms, such as emails, infographics, social media posts, videos, etc. This means that you can reach people through a variety of different avenues, while leading them all to the same destination. Five of the strongest pillars to build, because they’re the most engaging include:

  • The sharing of knowledge
  • Influential people and their expertise
  • Numbers and data
  • Enriching and insightful history
  • Community and sustainability

Creating strong pillars for content marketing requires some thought and planning, much like building anything, you need a strong foundation. It does take longer to do than just writing one blog piece, however by following the below steps, you can create a great structure and build out an engaging content marketing strategy.

1.    Know Your Audience

You need to make sure that you know who is already engaging with your content, and who your target audience is. You should also research what your audience is interested in. What’s the hot topic at the moment? What’s trending on Twitter? Using tools such as Buzzsumo will help you identify the current trends.

2.    Keyword Research

The next step is to decide on the keyword that you want to focus on and promote through your content marketing. Ideally, you would use one that is key to your product or service offering, but that also has a high search density (number of searches per month).

Once you have decided on the ‘parent’ keyword, you will need to decide on ‘child’ keywords that will be used for each individual pillar of content afterwards. A great tool for coming up with content ideas about topics that people are curious about is Answer the Public. You can use this tool to find what people are interested in and questioning online.

3.    Create Engaging and Captivating Content

Your content marketing strategy needs to be competitive. It needs to be far superior than anything else out there on the internet. Readers should be engaged the whole way though and not just scan the headings. They should be compelled to bookmark it for later re-reading, and even be proud to share it on their own social media. Writing content this great is damn hard, but so worth it. It shows that you’re the authority in your industry and that you know what you’re talking about. The more people that engage with your content the more they will trust you.

4.    Promote Your Own Content

One big mistake that a lot of bloggers make is thinking that their job is done once they’ve written their content. As mentioned, there are millions and millions of websites out there, so it’s not just a case of “build it and they will come”. You need to get your content out to your audience through posting relevant articles and infographics related to the piece.

These content pillars can also each form their own social media post, rather than one overarching advertisement, and it’s up to you to share each piece in blogging communities and through your social media platforms. You can even post the content multiple times, by changing the headlines and blurbs to keep people intrigued. Make sure that you link out to each of your pillars from your home page as well, as that increases visibility and search engine rankings.

5.    Update and Repeat

Once this pillar has gained some momentum, and is standing on its own, it’s time to start building again! The last thing you want to do is let the content get stale. You need to conduct more research on what people want to learn about, how they want to receive it, and then start writing it again. In addition, your old posts may become out of date. Updating small aspects of your content marketing is all you need to stay relevant.

Time Saving Technique

The content pillar strategy is time consuming initially, however once you have that base structure, you’ll be writing blogs, shooting videos, and creating infographics with ease.

content marketing

These will all feed into each other as well, assisting your SEO, engaging multiple audiences from different channels, and ultimately, driving more engagement with your business. If you’re ready to try pillar content marketing strategy, contact the team at Be Media today to get started!

Manage Your Business with Google My Business

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Google My Business – What Is It?

Google My Business is a free marketing tool that connects customers with businesses. It allows local businesses and organisations to manage their online presence in the Google Search and Maps.

Google My Business helps you to maintain a company’s local search results, local search results are those which are tailored to a geographic location and help users to find businesses that are nearby.

Importance of a GMB Listing

A Google My Business listing is incredibly important for local SEO as it enables your business to appear in local search results for queries specific to your products or services. The increased visibility of Google local listing results on mobile devices means that it’s essential for local SEO.

Google My Business plays an important role, brings up your business on the map and is an effective technique of bringing your website in the local search results.

Getting Started with a GMB Listing

To add a new listing, go to Google My Business and click on “Start Now”, login to with your Gmail email address and enter your business name and address in the Search Box.

If your business appears in the search then follow up with the claim ownership process else, create a new listing by adding your business information in Search. Once you’ve added your business information, Google send a verification code by postal mail, which usually arrives anytime between 6 business days to 3-4 weeks. Verify your business on Google and optimise your listing.

Adding Your NAP (Name, Address & Phone) Info

Make sure your NAP Info (Name, Address & Phone number) is accurate because it is displayed in the search results. Having accurate NAP info makes it easier for your potential customers/ users to find your business easily, without having to go through many pages of your website to find address.

Optimising Your Business Listing

Keep your business information up to date, such as business name, address, contact number, hours of operation, category and website. Add profile photo and timeline photo on your listing.

  • Contact Details – Ensure that opening hours are correct
  • Opening Hours – Ensure that opening hours are correct, week days, weekends and any public holidays.
  • Website URL – Add accurate website address and verify it.
  • Category – Add relevant category
  • Pictures –  Upload photos to your listing: profile photo, timeline photo, business photos – both interior and exterior. Make sure your pictures are clear and crisp as it probably goes without saying.

Optimise your location listing and you have more opportunity to rank higher in Google.

Ranking Factors

Google My Business uses many factors to determine the rankings for businesses and the most important ones are:

  • Relevance –  Based on the searchers intent and focuses on what the customer needs.
  • Distance – Google determines which businesses to show in the local search and give rankings based on the distance.
  • Prominence – Google determines the prominence based on the local content, photos and reviews. Make sure your listing is optimised for the local area.

Is it Required for My Business?

Google My Business is specifically designed for businesses that make in person contact with customers during specific opening hours.

  • Eligible Businesses –  For Google to determine that a business is eligible they must make in-person contact with customers during their stated business hours.
  • Ineligible Businesses – Businesses that are either closed and under construction or haven’t opened to public yet. Business that operate solely online such as an online clothing boutique.
  • Service Area Businesses – If your client does not have a physical business location, but instead your client travels to visit their customers at the customer’s location during specific business hours you can set up your client’s Google My Business account as a service area business.

What’s coming up next?

Google posts – A new feature that allows people and businesses to create content directly on Google which appears highly ranked in Google search results for their names. The Google post feature will allow customers to share daily specials, promote events, showcase top products and highlight new arrivals.

Text messaging feature – Chatting with customers is a new Google My Business feature that’s currently available in selected countries. This feature will allow customers to chat directly with the business within the search listing.

Managing Your Own GMB Listing

Have a GMB listing but not sure how to get started? Or if you have any queries about your listing, please feel free to drop us a line and we will get back to you.

21 SEO Terms You Need to Know

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Starting out in SEO and don’t know where to start?

When it comes to reading blogs on the internet you can become easily confused if you don’t understand the correct terminology. SEO becomes so much clearer when you understand the online marketing vocabulary. Be Media want to make it easy for you so we’ve listed terms you’ve probably heard of before but never knew the meaning. Below is an SEO glossary we’ve put together including the top 21 most important terms you should know when starting out in SEO.

SEO Terms

1. Anchor Text

Anchor text is the clickable text in a hyperlink. Words contained in the hypertext can be linked to another document or location on the web.

2. Algorithm

An algorithm is a process or a set of rules to be followed in calculations or other problem solving. Google uses algorithms to look for the answer you are searching for. It uses computer processes and formulas to take your search queries and turn them into relevant answers. Google is constantly updating their algorithms so your search is receiving the most exact answer.

Fun fact, Facebook now has it’s own algorithm and is constantly changing it based on user trends.

3. Alt text

‘Alternative text’ is a word or phrase that can be inserted as an attribute in an HTML to document the context of an image.

4. Analytics

Google analytics is a free program designed by Google to assist your business to measure advertising ROI and track all social networking campaigns and AdWords advertising. Analytics broadly is the analsing of a set of data metrics.

5. Blog

A blog is a website where a person writes their personal opinions. When you write a blog for your website it creates the chance to apply more unique content to your website which improves your overall SEO score. Blogs are usually regularly updated and are written in an unformal or conversational style. It is important to update new material weekly to keep viewers interested.

6. Bot or Google Bot

Googlebot is a search software created and used by Google to collect documents from the web to create a searchable index for the Google search engine. If your website is optimised for SEO purposes Googlebot’s are able to easily crawl your website and find the answers to search queries more efficiently.

7. Bounce Rate

Bounce rate is the percentage of visitors who click into your website and navigate away after only viewing one page. The lower your bounce rate percentage is the more engaged potential customers are with your website.

8. CMS

CMS stands for Content Management System. This system allows you to publish, edit and manage a website easily. The most common CMS used online is WordPress.

9. Content

You might have read previously on an SEO blog that ‘content is key’. Content refers to something as expressed through a medium whether it be writing or speech. In the case of SEO it refers to the text on the website that informs you about the product or service the business provides. It is very important to have unique content on your website. Google algorithms report that copied content from other websites will actually negatively impact your overall Google SEO score, so make sure when you are writing content that it is relevant to your keywords, are unique and of good quality.

10. HTML

HTML stands for ‘Hypertext Mark-up Language’. It’s a standard system on all websites that allows tagging for text files, colours, fonts, graphics and more. Available all over the world wide web.

11. Index

An index is another name for a search engine. It contains information about all the websites a search engine is able to find. You need to make sure you update your index because users won’t be able to find your website using search engines.

12. Keyword

In the context of SEO, a keyword is a particular word or phrase that describes the contents on a web page. Keywords act as an overall short cut that sums up an entire page. Keywords also help search engines match up searches with appropriate pages.

13. Landing Page

A landing page is very important to a website. It is a web page that serves an entry point to a website or a particular section of a website. Landing pages can be set up alongside a pay per click campaign.

14. Link Building

Link building is the process of exchanging links with other websites to improve your websites quality score and backlinks. Google measures website popularity and trust by the quality and number of backlinks a website has.

15. Meta Tags

A meta tag is located in the HTML that describes some aspect of the contents of a web page.

16. Redirect

Redirection is the process of forwarding one URL to another. There are three different types of redirection notification.

301 – Moved Permanently

302 – Found/Moved temporarily

Meta Refresh

17. Search Engine

Search engines are programs that searches and identifies a database which corresponds to keywords or search terms by a user. The most popular search engines are Google and Bing. There are alternative search engines like Yahoo, Duck Duck Go, Baidu and Yandex.

18. SERP – Search Engine Results Page

A SERP is a page displayed in result to a search engine users query. It is a list of results related in response to your keywords. There are several SERP features that have evolved that provide a different result based on the type of search query.

Mort recent changes:

  • Knowledge Graph
  • Featured Snippet
  • Instant Answers
  • News
  • Local Pack
  • Images
  • Carousel
  • Video
  • Tweets
  • Sitelinks
  • Reviews

19. SEO

This is probably the most important term to know. SEO stands for Search Engine Optimisation. It is the process of affecting the visibility of a website or a web page organically in a search engines unpaid search. Using SEO methods you can improve your website on site usability and offsite importance to increases its search result rankings.

20. Site Map

A site map is a list of pages in a website that is accessible to Googlebot and users. It’s a document that lists the pages of a website, organised in a list and used as a planning tool for web layout and design. If the site map is designed well Googlebot are easily able to crawl your website and decide that your website’s content belongs to a search query.

21. URL

URL is the acronym for Uniform Resource Locator. It is the internet address for a website. It has two functionalities, The Protocol identifier and Resource name.

Now that you are up to date with the SEO vocabulary, feel free to read through our other SEO blog posts and put your knowledge to use!

Instagram Bots: Do They Work? Grow Your Social Media Today

online robot instagram bots

Instagram Bots: Do They Work?

Grow Your Social Media Channels In 2017

It’s 2017, and there’s more money than ever in social media and internet marketing services. You can now pay for Instagram bots, automation tools designed to help mimic real Instagram activity. Whether you want to admit it or not, your social capital is directly influencing your ROI: in fact, more than 74% of customers rely on social media to guide their purchasing decisions[1]. As humans, we place a great amount of trust in peer reviews, ratings and companies with a greater social media following. Social media gives brands a chance to interact directly and immediately with their customers, in turn giving you that the opportunity to build trust with your consumers. But what if you don’t have a great social media presence?

What you may not realise is that all the world’s biggest, most successful companies are using internet marketing services to help improve their social capital, engagement and social media growth. In 2015, Amazon spent US$2.8 Billion on digital marketing, according to PR Newswire.[2] Now we don’t all have a few billion to spend, and you may be looking for a more cost-effective way to help grow your business’ Instagram account – cue the rise in a large number of websites offering ‘Instagram Bots’ or the opportunity to purchase followers, likes and comments on your social media platforms for as little as $10 a month. Could this be a better option than paying for social media advertising, or putting in the hours of work yourself?

Instagram Bots – The Rise of Automation Tools

Instagram robots are designed to help you perform actions such as following, liking and commenting on other Instagram accounts automatically. These are actions most Instagram users perform on a daily basis and can help you to build and maintain engagement with other accounts – but it’s also really time consuming. If you purchase an Instagram bot, it does all the work for you. Now, if you’re thinking this sounds too good to be true, you’re probably right.

Instagram bots explicitly violate Instagram’s Terms of Use, which state:

You must not access Instagram’s private API by means other than those permitted by Instagram. Use of Instagram’s API is subject to a separate set of terms.

Within it’s API Terms, automated bots violate the following:

  1. Don’t store or cache Instagram login credentials.
  2. Don’t use the Instagram API to simply display User Content, import or backup content, or manage Instagram relationships, without our prior permission.
  3. Ensure your comments are uniquely tailored for each person. Don’t post unauthorized commercial communication or spam on Instagram.
  4. Don’t enable a business to take more than one action on Instagram at a time.
  5. Add something unique to the community. Don’t use the Instagram APIs to replicate or attempt to replace the functionality or essential user experiences of Instagram.com or any of Instagram’s apps.

Despite this, if you search ‘Instagram bots’ in your search engine, it’s highly likely you’ll see plenty of websites out there offering up their services. So you’re probably wondering – can you get caught by Instagram using a bot – and more importantly, will a bot help you improve your ROI?

Internet marketing instagram bots

Do Instagram Robots Work?

Most Instagram bots follow the same pattern: they follow accounts as you, like posts as you, and comment on posts as you. Depending on how savvy you are in choosing the hashtags for the bots to target and the comments you write, there is evidence that you can gain some success using them.[1] However, they can also heavily clog your newsfeed with random accounts the bot has followed, and essentially drown out all the accounts you may want to keep tabs on.

You will gain followers using Instagram bots. But, it is likely you will be lacking in engagement. Engagement is just as equally an important part of building your Instagram ‘community’ with accounts who support your brand and content, and you’ll find that if you are a bot, generally, you’ll attract bots. You may get comments on your content, but it’s likely most of them will be from other accounts using Instagram bots and at the end of the day, that’s not going to help your business grow!

Can You Get Caught Out Violating Instagram’s Terms of Use?

In short, yes. Instagram is constantly improving its processes to ensure that websites and accounts who violate its Terms of Use are penalised. One of the most popular bot websites, Instagress, recently experienced this first hand (and they no longer exist). Instagram has sophisticated tracking measures that know when a bot is at work, and they can lock or shut down accounts they believe to be acting in a ‘suspicious’ manner. You may have to reset your password, wait 24 hours for your account to be reactivated, be banned from posting or commenting, or, in a worst-case-scenario – they may delete your Instagram account altogether.

Early in 2017, Instagram introduced its latest penalty: shadowbanning. Whilst Instagram has not acknowledged a shadow ban, it has been widely accepted by industry experts that there is some kind of penalty in place for accounts using bots, and excessive use of hashtags. Shadowbanning refers to Instagram reducing or completely removing your visibility, without letting you know about it. You will not be able to tell that you are the victim of a shadowban from your own account, but to accounts who do not follow you – you will become invisible.[1]

What Can You Do Instead To Help Grow Your Social Media Accounts?

Instagram’s response to complaints and questions has been this: they advised their users to be more creative and unique, post good content, tell stories and build a strong growth strategy, without using bots, automation or focusing on hashtags. Does this sound like a lot of hard work to you? Read on.

How Do Internet Marketing Services Help?

If you’re serious about growing your social media accounts, but are unsure on where to start, how to create a ‘growth strategy’ or don’t have the time to be creating awesome content – digital and internet marketing services can help. As a business, having social media accounts with a decent following can and will improve your ROI by increasing your sales, online visibility and, if you have engaged followers, create a sense of brand loyalty and trust. Digital marketing services can help you to establish a social media growth strategy, posting calendar, create advertisements that fit with your brand and style, and help manage your online reputation. If you’re looking to help grow your social media channels without using robots, take advantage of Be Media’s 30-minute strategy session to find out how we can help improve your ROI.

Robots instagram bots

[1] https://flothemes.com/grow-your-instagram-organically/

[1] https://blog.hootsuite.com/i-tried-instagram-automation-so-you-dont-have-to/

[1] http://digitalmarketingmagazine.co.uk/social-media-marketing/3-out-of-4-consumers-consult-social-media-before-buying/1659

[2] http://www.prnewswire.com/news-releases/amazon-upped-its-digital-marketing-spend-40-last-year-to-28-billion-300026351.html

Ecommerce Marketing Beginners Guide

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Ecommerce Marketing For Beginners

Ecommerce marketing is a relatively new term for many Australian business owners. Ecommerce refers to the sale of goods from an online store opposed to a physical brick and mortar retail store. A physical retail store can also participate in ecommerce, this just requires the ability to sell products online.

Selling one product or multiple products, it doesn’t matter ecommerce works for every business that wants to sell online. Having a physical product does not limit you from selling it online, in fact it doubles that opportunity of selling the product.

Running a business in the physical world is much different from running the same business online. When we provide suggestions to store owners about optimising for their UX or user experience we see a lot of blank faces. To simplify this Ill use an image below.

 

ecom website design web store online sales

This examples keeps it simple, you can see what is on offer and reinforces the category of the products with the image example. Optimised for the user to quickly find what they want, making it easy for people to buy. We believe that finding those quick wins adds value to entire campaign.

How Can You Market Your Store Online

One of the biggest problems businesses face is getting exposure for their online products.

The storefront used to be the prime real estate when it came to selling products and services. People are online and shop online, the biggest shift in business transactions has come from online sales.

Digital marketing is not suitable for every type of business, but it is a benefit to most businesses. How you market in the real worlds is slightly different when marketing online.

Understanding the customer acquisition discovery funnel.

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Types of Marketing Suitable For Ecommerce

Using these methods of digital marketing, ecommerce stores will see an increase in sales and bring customers back for more sales. There is unlimited potential for growth and scaling using a mixture of paid and organic ecommerce marketing methods.

Steps To Take Before Launching A Digital Marketing Campaign

Branding and brand identity are key in standing out in a crowded marketplace. Customers forget brands that sell the same thing with no memorable feature extension or unique selling position.

Brands lead the way in customer acquisition and retention, not all brands are the same. Brands that are memorable and provide quality products and supportive customer assistance grow at double even triple the rate of brands that are still identifying their identity, audience and setting up processes and systems.

A key component of ecommerce marketing working for a brand is a growing social following. Another key metric is to analyse website traffic using direct brand search on Google & social media platforms. Understanding your audience, who they are, where they hang out online and how you can engage with them is crucial in a online marketing campaign.

Integrated Ecommerce Store Functions

To enhance the user experience and customer acquisition for your ecommerce store, there are several (hundred) integrations that can be used. The main goal before going overboard with these integrated apps and functions is, What do you want to achieve.

This section of ecommerce marketing can be an expanded section on its own. Software and technology are changing and adapting to consumer needs. The ecommerce store of the future if not the now, includes full API integration for almost all online softwares. API’s allow for an extended functionality of the main platform, for example adding email marketing and responding functions from Mailchimp.

Ecommerce store popular integrations

  • Email Marketing
  • Coupons and Contests
  • Shipping & Handling Automation
  • Stock & Inventory Automation
  • Product Reviews
  • Subscribers & Optin Forms

What Platforms Work With Ecommerce

Having quality products to sell is not a problem, the bigger problem is where you can sell them from. The ecommerce CMS or content management system is the backbone of the ecommerce selling platform.

Types of ecommerce platforms:

  • Shopify
  • Magento
  • Weebly
  • Squarespace
  • WordPress
  • Ebay
  • Amazon
  • BigCommerce

Australian retail can expect some fierce competition in 2018 from American behemoth Amazon setting up for business on Australian soil. The way businesses can grow sales and scale revenue potential is by incorporating ecommerce into their existing business.

Online retail is booming right now and set to increase as technology improves. Australian consumers primarily have been buying from brands and Ebay, This will change drastically when US giant Amazon opens its doors in Australia in early 2018. We predict a shift towards Amazon as the preferred marketplace online once this happens. Plan ahead and ask us how you can use Amazon to work with your business.

amazon-beats-out-ebay-in-the-ecommerce-race

You own an ecommerce store, and sell amazing products that help people. The problem is that you fall into one or all of these categories

• Website visits and no sales
• Products added to cart but no sales
• People buy and don’t return
• Bad reviews as customers don’t know how to use the product

This is a common occurrence and one that can be fixed by applying some attention to your ecommerce store. This may be in the form of the website build, website design, product listing, buy buttons and customer journey or come in the form of email marketing and attracting the customer back to your store after purchase.

In order to set a good foundation for your online store, you need a good store front. You should ideally have an online store, that attracts buyers and presents your products clearly. The quality of your website hosting plays a big factor in the buyer experience, imagine that your page loads in 9 seconds but your competitors page loads in 2 seconds. I hate to be that guy but, I would be spending my money with your competitor and not watching the load icon on your store.

Once you have A grade hosting sorted you need to look at a good website design that incorporates something called user experience and user interface. Ensure that visitors can navigate the ecommerce store with ease and find products easily.

Product Image Tips
• Clean & Clear
• Multiple Angles
• Highlight Product Features

Provide visitors with a clear reflection of the image that you are selling, it often helps to have an image of that product being used by a person and not a stock image but an actual person.

The image below is clean and clear, this product listing only required 1 image to display the message to the buyer.

product-example-ecommerce

Your product listings should reflect the benefits of the product and what problem the product solves. Describe the product in a summary overview, and the technical markup of the product as well. Doing this covers the basic information interest but you should also include some more beneficial information about the product including best uses, pro’s and con’s to help reassure customers.

 

Making the purchase function smooth and hassle free is one way to increase conversions. One tip from Be Media, is to consider being mobile responsive in your ecommerce website design.

Especially for the checkout cart buyer journey, minimising hoops that buyers need to jump through increases money spent in your store.

An absolute MUST is having a secure shopping cart, our web team suggests moving to a secure version of your website if you take online transactions on your ecommerce store. Taking a proactive step towards secure shopping by using https or HyperText Transfer Protocol  helps show shoppers you are serious about protecting their data.

Taking that extra step paves the way for more trust with not only shoppers but with Google. Using an SSL or also known as Secure Socket Layer increases protection of consumers data during the transaction process.

If you are confident that your ecommerce store represents your brand confidently, well done and kudos to you. The next step you should consider is investing in digital marketing services mentioned in this beginners guide. Increase the online visibility of your ecommerce store and improve your product listings for maximum exposure.

Taking action on this advice places your store on a solid foundation for growth.

See how we can help build you a high performing ecommerce website. Review some of our previous website builds here.