It was all about content at this year’s Pubcon, a digital marketing mega-conference at which the digital marketers of the world unite and industry news and insights are discussed.
I took away 5 key content tips* from Pubcon 2013. Have you used any of them successfully?
1. Anything can be content. When creating content, think beyond on-site text and blogs. Every time you put something out into the world, it has the opportunity to become great content. Think about webinars, speeches you give at local events, catchy print ads, tutorials and how-tos. Get creative, and vary your content.
2. Content is about providing an answer, not instant gratification. Create content that fills a gap or provides insights to your customer as they move through the buying cycle. If you do this effectively, you’ll eventually get the sale (or lead), but don’t expect it to happen instantaneously. Great content is built to last.
3. Stop worrying about links. We’re all familiar with the hours spent daydreaming tactics to get links without getting penalized. Those days are over. Matt Cutts stated outright that if you’ve paid for a link (or any other “strategy”), you don’t deserve ranking credit. So how do we marketers get those links? Create things people want (or give something away; people love free stuff). The attention (and links) will come naturally.
4. Conversation is more important than getting an extra keyword in here and there. As Google Hummingbird matures, the importance of conversational search over keyword search will to continue to increase. Having a conversation with your searchers will pay much higher dividends than keyword stuffing.
5. Don’t ignore universal search. Universal results (the results in the SERPS that aren’t the “blue links”) are continuing to gain traction. Monitor universal search results for your tracked keywords, and optimize your content according to opportunity.
Do you have a killer content creation tip to share with the rest of us? Leave it in the comments below.
*The following people and their Pubcon presentations were instrumental in the creation of this post: Michael King, John Ellis, Dave Snyder, Jim Boykin, and Chris Boggs. Check them out, and get more brilliant tips!