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As your competitors are angling for the best possible spot on Google search results, you can’t sit idly by and hope that your current and prospective customers will cut through the thicket in search of your website and social-media channels.

At times, you’ll be fighting in the ring with bigger and stronger opponents. A cunning strategy will be key so that you can outsmart your industry peers. Furthermore, your online reputation will be set and secured by high-quality and engaging content.

Content is being created and distributed at unforeseen rates, which has caused a deluge of material for Internet users to understand. Nearly 100 honors of video content are posted to YouTube every minute. Meanwhile, 55 million photos are added to photo-sharing site Instagram in the same time frame. Google’s index contains nearly 40 billion pages.

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According to eMarketer, 86 percent of B2C marketers have adopted content marketing in their organizations, along with 91 percent of B2B marketers. These marketers are implementing a vast array of techniques, including infographics, white papers and eBooks.

You can expect the major outlets to produce several pieces of original, high-quality content each day. Therefore, these behemoths will dominate Google search engine results. It can feel a little discouraging for many B2B content marketers; 64 percent of survey respondents said their greatest challenge is creating enough content. Although the top rankings are clearly dominated by major publishers, you can learn to finesse the system in order to see lasting results. Here’s how:

Know Where Your Message Goes

Even if you possess the best content, it will only accomplish your goals if you truly understand the social-media site where you distribute it. LinkedIn works better for business-related content, while Twitter and Facebook are more casual modes of communication. On these sites, you can post fun status updates and customer contests.

Analyze Your Web Traffic

If you own a Facebook business page, you can see how often your digital content is shared or Liked. Plus, you can examine your Google Analytics page to see what content is the most popular. This information is important as you consider your content decisions going forward.

Connect Your Digital Assets

Each digital asset should contain your business logo along with links to your website and your social-media accounts. Consumers need to know exactly who you are and what you can do for them.

Read Up on the Competition

Examine the latest content posted by your competition by reading their website and social-media channels. Perhaps you can take one of their creative ideas and put your own spin on it. The purpose of observing their activity is to stimulate your imagination and use their ideas as a launching pad for your original content, whether that be in the form of articles, photos or infographics.

You should now have a few ideas about how to maximize your online marketing efforts. Each business or brand is different, of course, and your specific strategy should be tailored to your internal goals and the needs of your clients or customers.

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Posted by Blake Boldt

Blake Jonathan Boldt is a content strategist for Reputation Advocate. He provides writing, editing, social media and content strategy services for both domestic and international clients. His articles have been featured in numerous magazines, newspapers and digital media outlets.

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