Categories
SEO Cornwall

Where to get content ideas for your blog

Content idea

I have now joined the team at Creativeboris.com which is a service supplying you with great blog post ideas.

Talking to many content clients over the years, coming up with great ideas is usually the first place people get stuck. There is a number of processes to go through when creating content of course and as it has got harder and harder to get attention and engage these days, every little helps.

Where the service really helps is that it keeps supplying content ideas, once you use up your natural reservoir of ideas things get tough. You can of course get in the mindset to be able to be an idea machine, but wouldn’t you rather be working on your business or speeding up the content creation process?

The current price is at an introductory level and will rise as the service fills, I suggest you get in whilst it is still new and hungry for subscribers.

Get ideas for your blog posts and content.

Categories
Content Creation

Why you should love content strategy and stop worrying about content

content strategy
I hate the content industry.

But isn’t that the industry you are in?

No, the industry I am in is communication and persuasion.

Sounds just as bad, so what’s up with “content”?

I was reading an article on adage.com and I had the warning, the word paradigm was used in the title. But what I focussed on was the bit about content…

At its core, it requires an understanding that audiences are not monolithic.” as if it were a revelation.

But surely everybody gets the fragmentation and micro segmentation of the audience nowadays.

It goes on,

Breakthrough content will be developed by agencies that were born and raised in the digital revolution. Agencies that have the ability to not only develop the content, but also the commitment to leveraging data in more complex ways than simply media targeting. It requires a commitment to creating both emotionally engaging content but also the more mundane tools that consumers need for frictionless experiences buying and using products. And, perhaps most critically, it requires the technical skills to build experiences that live within the consumer journey, not interrupt the journey.

Now, I am aware that it may be just the jargon that is winding me up, the use of friction and journey particularly. It’s this insistence that you have to be some can of yoofful, newdigital age, Facebook fugger to get it.

Bollocks, admen were creating emotionally engaging content back when cornflakes were first invented and even then way before that. And that tools and complexity is needed to create in the the pseudo medium (it’s not a real medium).

Crusted, old geezers can still pick it up faster than it takes a drop of watery mucus to fall from these snot nosed kids whose arses are more suited to bean bags than chairs.

Because it’s not complicated, it’s not new. Yes the tools are new, but they are simply mechanical devices invented to get the idea from one persons brain to another persons brain. To be honest the mechanical stuff is easy, pwning Snapchat, Instagram can be learned in an hour.

The information to suck into your brain in one swoosh of an internet surf hour resides in servers around the globe, just waiting for you to plug in and go. Do you have to be some man bearded, fixie bike riding metrosexual to and from the breakfast cereal cafe? No, of course you bleeding don’t, you muppet.

it’s relatively easy, it’s simple analysis and research. Remember, these systems are brand new, no one is really an expert in them.

Yes you have to have the right attitude, but to someone who is an expert in persuasion, it’s not hard to adapt to the current landscape.

How to tell a story is still the most important thing in branding or this “new paradigm” bollocks type branding. Which isn’t really new at all.

The story amplifies the culture. I am less calling in a brand these days, and think the term “culutre” is more accurate and rather than calling it an audience, lets call it a tribe.

Content production is increasing at an unprecedented rate because it’s cheap and it sometimes works. But the type of content that mostly gets built is garbage.

Content often follows no strategy apart from the SEO dept telling the content creators, “this week we need to rank for “Kim Kardashians ass“, and so every bit of content then produced is about Kim Kardashian’s ass and there is a lot to write about.

But that is not the way it should be done. SEO should follow the content, not drive. OMG, did I just commit SEO heresy?

A strategy, which reflects the culture of the brand should be developed and crafted. The story framed to highlight and focus on certain aspects. The content is simply the mechanical distributor of the story you want to tell. You need content to tell the story, but it is not the thing that really matters itself.

To be able to develop such a strategy you need to understand the culture of the organisation you are there to help. You also need to understand pop culture and the zeitgeist of the time, as content needs to catch the right current that is going to propel it a little faster than all the other boats that are sailing that day.

The tribes you wish to appeal too also matter, you must learn about them and be able to communicate with them.

The point being is you don’t have to be a new, shiny shiny agency to do all this, crusted and dusty agencies with saggy ball bags and a hacking, morning cough can also compete in this new arena.

The fact is, the older agencies have always had to adapt and have the minds with the ability to do this.

Categories
Content Marketing

Is Content really the thing you should be concentrating on right now?

content

It’s not about content.

Content is merely the mechanical process to make communication and persuasion happen.

The creative act occurs in the brain.

Content simply transports the thought into the brain of others.

If you have other things to do you can stop reading now, the above 4 lines will be the best thing you have learned today.

For those who like to go a little deeper, read on.

Content marketing has been around for a while, although most businesses have a problem in properly using it to achieve their objectives. It’s a complex technique to get right, which relies on methodologies antithetical to most business minds. This is why most businesses should stop content marketing right now and place all of their spend on advertising.

It still represents the most effective, low cost way to gain market share, but only if it is done correctly and done by people who understand the nuance of communication and persuasion.

Some see it as a way to increase the ranking of their keywords in search engines. Others see it as a way to get people on their website and get their credit cards out.

Both things are worth persuing, but they are not the most effective results you can get from content marketing. For a long time, online marketers published content to get optimise the title tag of the web page and pull in the traffic from Google, add in a few paid links for guest posts, and your off to the races. The old techniques worked well back in the day. But things have changed.

Along comes the Hummingbird algo and things all get semantic, contextual and lots of other words that will not get you laid at a Dolce & Gabanna party, and the old techniques no longer work. The SEO agency changes brand to become a “content marketing agency”, or digital agency and this makes perfect sense as it communicates better to the people who we want to communicate to.

Because Google still relies on links, they are still important. In my opinion they are obfuscating their use of social activity as a signal, probably because it could be easily gamed. But social is important in its own right, regardless of whether Google taps into it and uses it as a signal.

Which brings me to the point of this post, “Why waste money on content marketing?”. I think the answer that most people would have hanging in their head but would never iterate in a verbalised format is that they “hope” content marketing would work.

information

The data however is against them. Consider a research report published by Buzzsumo.com:

The research, which analyzed the shares and links of 1 million posts, found a low level of content engagement they characterized as “striking:”

* 50% of randomly selected posts received 8 shares or less
* 75% of these posts received 39 shares or less
* 75% of these posts achieved zero referring domain links

Now, these are only the posts that they found, we don’t know how much content gets published that does not even get found by the Buzzsumo search bot.

Maybe you think this is OK for 50% of posts to receive 8 shares or less because the other 50% of the blog posts a business is putting out gets 1,000’s of shares. But if you look at most blogs you see that the share is consistent. It either gets a huge amount of shares consistently, or it gets a little amount consistently.

In other words, it’s not the content that is driving the shares.

If it were, then people like Seth Godin, who sometimes writes stuff that is a tad crusty around the edges (who doesn’t) wouldn’t still gets links and social shares. The evidence clearly shows that an influencer with a rabid fan base can get mediocre content promoted. When someone with little influence can put out great content and it mostly gets ignored.

This is because of the complexity of the relationship between the influencer and the fan, it’s not just about the content. It’s more about how people relate to others and the human condition, than about whether or not you use long form content or infographics.

It’s the culture, the brand, the emotional connection between the reader and everything the piece of content represents. It is not the content in isolation. You couldn’t get anything doing without content of course, it is essential, but it is only part of what makes the piece of content successful.

I have said in the past that the Secret of Ranking in Google is to build great content, but it’s not enough. It’s essential, but only gets you to the starting point.

The secret to content marketing, is to build a great relationship.

If you wish to know more, sign up to my email newsletter and I shall send you some interesting stuff.

Image source

Categories
Content Marketing

STOP Building content right now and focus on Culture!

Content2

Unless your content is in the top 10% of all content currently being produced, you may as well not bother.

In fact you may as well invest your money in cupcakes and give your copywriters a rest.

Which will mean you will have happy copywriters and wont have shoveled more mediocre web content online, for people to ignore.

Do you ever wonder why your stuff doesn’t get any social signals, when not even your own staff, whose very jobs depend on your success, ignore your content?

It’s very simple, and you don’t even have to hire me as a content strategist for me to give the benefit of my years of experience.

It’s because your content is mediocre.

Your content isn’t crap, because crap does get a reaction.

It’s just that it’s beige, bland, boring, something that few people in their right mind would even think of sharing with their friends. It’s not sexy content.

twitter moments

The thing is, your agency isn’t going to tell you because you pay them for the production and they don’t hae the skill set to be a kickass publisher of attention attracting content.

Your copywriter is not going to tell you. They are too worried that the 504th line of their epic poem they are writing about Ernest Hemmingway’s beard to worry too much about your misunderstanding of content marketing.

You do content, because you are told that is what you should do. You hear it at conferences, on blogs, from smooth talking salesmen from the local SEO content marketing agency.

But it’s not what you should be investing in.

Because good content comes from good culture.

What I mean by culture is you have to have an interesting story and be prepared to tell it. You have to be transparent about who you are. You can’t hide any more, people like to buy from people they like, they want to associate with people they aspire to be.

This age has changed from the an information age, because information is flowing as freely as the screams of joy from a Tennessee whore house (too much?).

information

It is now the age of culture.

Do you have the right culture?

What are you kidding me? You’re a human being, you can chose your culture, your brand, the way people feel emotionally about your business.

See it from the perspective of someone who does not know your business. Why should they care, what is it about you are your website that makes them excited, that connects with them on an emotional level.

Discover the essence of why someone would care about your business and there you have the secret formula.

Now, most of you wont get this and that’s fine. Connecting the dots in this new age of content shock, you will realise that content marketing is not a sustainable strategy and there needs to be a little secret sauce added to get things moving.

That secret is one of culture, some call it branding but I think it’s way more than that. It’s also about relationships and how you are as a human being.

This is a bit of a rambling blog post I know, and not honed and edited to maximise the readers experience. But this is written in one pass, because that’s my culture. It’s where the good stuff is. It may not even make sense to most, as someone said of my last post. “I need a sub-editor”, and that is true, but don’t let that get in the way of the message I am sending out here.

We are currently in a massive crisis in the content marketing world, except most don’t believe it or don’t want to believe it.

To summerise:
Make the best content you can that elbows its way into the top 10%
Build a culture within your business and content that resonates on an emotional level with your customer base.

Image source

Categories
Content Marketing

Why you should stop content marketing right now

stop

I’m being serious here, this is not clickbait. You should probably stop content marketing now and spend the money on Facebook ads instead.

The reason being you don’t really care about the people reading your content do you? Admit it. You only care about what they are going to do for you.

Well guess what, people know that.

You got into your business to make a bit of money, inspired by those blog posts with the dude in his hammock and a cool beverage, palm trees in the distance.

And you have made money, but you had to work hard for it and content marketing still does not work for you. Not even you or your boss retweets the content your SEO is pumping out.

That has to be bad doesn’t it, when the boss or CEO doesn’t even promote the content marketing the SEO agency is pushing out.

Hold on a minute.

Why are you outsourcing content marketing to an SEO company? That’s slightly worse than having a web design company doing but never as bad as getting a PR company to do it.

Most CEOs don’t tweet.

Other CEOs are so passionate about their business they seek every outlet to get the word out about how cool their company is.


You cannot outsource that.

If you want to invest in content marketing, understand that for it to work you and your company needs to get behind it and use it as a way for your passion to reach the wider public.

Your brand, your ethos, your integrity is what will drive a great content marketing strategy. If you don’t have these then I am not going to lie to you, it’s going to be hard. What content marketing does is amplify what you already have, if you have a cold, dead heart that is full of a black bile of cynicism. Then that is what is going to get amplified.

But if you really care about your brand, your product, your service, and love your customers then that is what is going to be promoted. If you have these in abundance, then you absolutely need content marketing. Not the stuff you buy off the shelf from a black hearted, cynical, agency with an expensive office with exposed brick walls, pot plants and and bean bags.

Ideally it should be in-house, from the people who really care and know your business. Failing that, hire someone who is passionate about communication and hire them to tell the stories your business has, rather than doing content marketing just because you heard about it at the latest Chamber of Commerce meet up.

Thanks to Dennis for the Tweet inspiration.
The fantastic image was supplied by Greg Westfall

Categories
Headlines

The Truth behind Crooked Trump and Crooked Hillary and Crooked Socrates

Crooked trump crooked hillary

Gasp! This chart clearly shows that Hillary Clinton is a crook.

Of course that is the dumbass way of looking at this chart, once you go deep into the reasons of this chart you find out something else is going on.

What this chart represents is the power of political spin.

If you are not fascinated how information is used to communicate and persuade, then you probably should not be a content marketer. Communication and persuasion is the essence of content marketing. As to the veracity of whether Trump or Hillary are crooks or not is beyond the scope of this blog and I shall leave it to you to work out on your own.

But, true or not. The power behind this tactic is self evident. News media is talking about it. Social media is talking about it and now I am talking about it.

Just for fun, let’s add a serious but boring issue, such as the “balance of payments”, for the United States only.

Payments

And if you are thinking that this type of debate is new, it’s been going on since the time of Socrates and I would love to have the time to detail the insults that were traded on the floor of the Roman Senate, but I don’t.

I shall leave you with this quote, When Mahatma Gandhi was asked, “What do you think of Western Civilisation?” He replied.
“I think it would be a good thing.”

It’s all about the nuance.

Categories
Content Marketing

A New Year a new focus a new way of doing things

Stay on target

 

And hopefully a new outcome.

Very glad to be closing the door on 2015, which was a mix of high stress and high excitement. I made incredible, boner mistakes, mixed with deft, clever moves which always left me thinking, “did I really do that”.

Whenever you do something brilliant, don’t question it, don’t deconstruct, just quickly move on to the next thing and hope no one noticed how surprised you were that you pulled it off.

The converse is also true, although much more can be learned from mistakes than my wins.

I put down the mistakes to putting more effort into things I am daggy at than things I am cool and froody with.

I’ve noticed I have become very good at strategic, content marketing thinking. This is probably down to my experience in working in the space,  clocking it at 17 years. Although I still feel I am just getting started.

It’s with that thinking in late December of the previous year I decided to change things a little.

No more content creation work.

More hiring out my brain for strategic content work, mostly for organisations needing an outside voice that has walked the path of experience.

A new focus on a new start up I am launching, which will help people develop their content. Right now the only thing holding it back is deciding on a name. This is going to be a lot of fun and something that is crafted to be incredibly useful to anyone trying to develop their content marketing. More of this in later post.

Less distraction from social media, and from those whose output is always negative. To this end I have completely burned down my Twitter account to rebuild, based on people I like, people I learn from and people who inspire me.
In the past I have hesitated because I felt that part of the reason I wanted to follow someone was to influence them. That thinking feels wrong and does not work for me.

Authenticity cannot be constructed, you have to follow what you feel is right. Intuition is an amazing thing, listening to what your sub-conscious is telling you can bring real benefits.

This year will be more about doing stuff. Making stuff happen and travelling with people who share that mindset.

May your year give you want you want and need.

 

Image source

Categories
Social Media

My Top Three Tweets in the past 28 Days

Top three tweets

How To Spruce Up Your Content Marketing Strategy In 2016

Amen to this

Why you are really competing with Kim Kardashian’s Ass

I thought these Twitter stats may be useful to you.

Categories
Social Media

Why I no longer follow you or anyone on Twitter

Star Wars Christmas tree

Today is the start of Advent, it is the tradition of giving something up in advance of the festivities of Christmas. Although it is supposed to be the nearest Sunday to St. Andrews Day (Scotland FTW) I like to think it starts when the kids start opening the advent calendars which is the 1st of December.

Quasi Christian/pagan festivities aside (lets not go there right now)  I thought it would be a good idea to give up social media for advent, well not entirely, but enough that it would be meaningful.

I have decided to defollow everyone on my Twitter account, it being my most used social media entity.

Will it hurt? Probably, but there are so many other outlets where I can get the skinny on what the people I follow are up to and of course I have quite a number of Twitter lists to keep me busy.

Am I afraid of people will no longer follow me because I no longer follow them? I hope not, but if they do were they worth following in the first place? And as this is a temporary experiment I can always follow back people again.

There is the issue of being able to message the people I follow back, but these days there are many paths to the door.

However, I thought it a waste to have a zero denoting the people I follow and quite powerful to have only one.

There are also people I have been following for over 7 years, I pretty much started using Twitter at the beginning. But Twitter is a tool, it is not the actual person who even the relationship, it is a conduit to connecting and communicating with people and pressing the reset button once in a while is a good thing, lets hope anyway.

So I have decided for advent to only follow one Twitter account, my favourite charity The National Autistic Society.

I shall now go and press the delete button, but first will get a cup of tea.

Will let you know letter if anything of note comes of this.

Update: I am now following Shelter Box, which is based in Cornwall and is an excellent charity. It also appeared with the Rock in San Andreas, so it has to be cool.

 

Pic source

Categories
Content Creation

What content is really about

Human Experience

A Thought provoking piece by Rand over at Moz.com, but there is something he left out.

I always like the bear chasing story when educating about content, you have probably heard it but for those who haven’t.

Bear wants to kill two men.
One man quickly puts on his running shoes.
Other man says, “There is no point in putting on your running shoes. You will never outrun a bear.
Other guy says, “I don’t need to out run the bear, I just need to put on my running shoes and outrun you.”

It’s always been that way in SEO, you just have to get in front of the guy that’s in front of you and keep the guy behind you, behind you.

But things are a little different these days.

Actually things are a lot different these days.

There is too much emphasis on producing “killer content”.

Yes, you need to produce the best content than the other guy, but it’s the wrong focus.
You shouldn’t be focussing on building 10x content.

You need to build a brand that is 10x.

10x Content no longer cuts it in this town, baby. Let alone the “good content”, the average agency pumps out into the Universe.

Which is why Rand is wrong, the focus should not be on the content in the first place, the focus should be on, “How the hell do I want people to feel about my brand?”

Content should not be created simply by schleping over to buzzsumo.com and checking out a few search terms. It’s a dimensional shift from a keyword tool mouse click.

This stuff needs to be in your blood.

You need to be 10x passionate about your brand and get others excited about it too.

Of course you need content to get people excited, but that is only the symptom of your raging passion.

You need more than a tool, you need to know more, get up earlier, write more, meet more people, think longer, think harder than the other guy who is by now a high protein snack for the Grizzly bear.

People want to buy their stuff from people who are 10x living it. Who not only solve their problems, but provide insights into the future and a fantastic human experience.

People are hungry for experience.

Presenting a solution to a problem is becoming, megh. So what? Problems have become solvable at the click of a mouse, their value has been reduced.

But the value of the human experience has increased.

One thing I do think Rand Fishkin does very well, is that he has created a magnetic brand that is focused on tasty, human experience, which people find highly attractive. The 10x content Moz.com produces is simply a by product of that space.

But content is not about content.

It’s about the human experience, and how people feel when connecting to your brand.

Categories
Social Media

Why I am spending more time on LinkedIn

The more I use LinkedIn, the more I like it.

Yes, there are the people who still use it to dump content mentions and run. But I have found if you engage with people in a real, conversational manner time spent there can really pay dividends.

It helps I do this kind of thing for a job, although if your job is to sell “wholesale spices”, or “raw chocolate”, there are ways in which it would help out your business.

Dusting off my profile I noted my endorsements were a fantastic collection of amazing people in the field of Internet Marketing.

linkedin-endorsements

Not that I am fishing for more, but using this as a great example of social validation, and this is what LinkedIn is really good for.

I always check for the LinkedIn page of any new contact and will use any information I find to form an opinion, and if you don’t have a LinkedIn page I assume you don’t really want anyone to talk to you, or you are not doing much of any interest online.

It’s also a great place to publish content, as I did here with talking about my headline writing book.

There are plenty of guides out there to get to grips with it and any time invested will deliver a good ROI.

Categories
Cornwall

Cornwall Estate Agents an idea for your blog

Not Dawn French's house

Getting ideas for a blog on a continual basis is hard work.

Getting ideas for an Estate Agents blog (Realtors in the USA) is even harder.

There are only so many “10 Reasons you should bake cookies when selling your house”, type posts. Although these “how to” posts should exist on your website as they are low hanging fruit and add to your authority and increases your branding power.

But sometimes a tasty story comes along. We are lucky in Cornwall because we do have a lot of celebrities who like to come and hang around a wild coastline, and some who are home grown.

And so this story comes along, Dawn French sells her holiday home in Fowey, Cornwall. Which you could easily turn into content on your estate agent blog that would get shares and links.

Dawn French puts 15-bed Cornish holiday home on the market for £725,000

Rightmove.co.uk were of course on it.
Dawn French sells her Cornish holiday let

However, if you are Cornwall based and a car drive away from the house on Fowey you can easily take a few original pics for your blog.

Other ideas would be “10 Celebrities who live in Cornwall and their houses”.

Note: The image above is not Dawns’ house, as I think it captures the spirit of Cornwall a little better. Check out Dawns’ house and see if you agree.

Image source

Categories
Marketing Jobs

PR Job in Cornwall Hiring

Barefoot Media, based in Cornwall with offices in London has a vacancy for a PR position.

They look like a cool bunch to work for.

PR cornwall

They have a great list of clients including, Buttermilk, Padstow Christmas Festival, Fifteen Cornwall, Watergate Bay Hotel, Polo on the Beach, Three Cheers Pub Co, The Old Quay House Hotel .

You can get in touch

01208 895089
Little Trewollack, St Wenn, Bodmin, Cornwall
PL30 5PL

 

Wait till you see what an SEO manager looks like.

Categories
Content Marketing

The Secret to Ranking a Website in Google

This is a great time for people building great content on the web.

buils content

Delivering the content that people want will be the ultimate factor in whether or not a website will rank.

Yes of course there will still be those anomalies which a clever SEO can exploit, but it would be  foolish to base a business on hunting down the latest thing that Google has not yet fixed.

There is nothing really new in the interview, although it is a great interview and ties together a bunch of methodologies that have been working for sometime.

  1. We all know that we should have an effective social media following on places like Twitter.
  2. We all know that we need to be producing content that is better than any other content which is currently available to the reader.
  3. We all know we should create synergy between all content and online communication output.

So nothing new there.

But how many of us really implement this? When I want something to happen I write a blog post, do a bit of Tweeting, a bit of emailing, a bit of commenting etc., until I get the result.

I already have my processes set in place, I am already a member of various online social tribes – I have my own gang of trusted creative rebels on which I can call upon. I already know my market and what is needed and more importantly how to get people to be attracted, engaged and then what will get them to react.

Which of course I should know having been doing this for quite some time now and having the good fortune to work with some brilliant, clients in a variety of sectors. Getting the client to do what is needed is the hardest part of the equation as results are not obvious before the process begins.

Even though I can show that doing something very specific like producing an infographic on going to Mars can get high quality editorial links from the likes of Wired.com, Mashable.com etc. It still takes large amounts of energy to create presentations that leads the client along the path.

But the client thing is a tangent and not crucial to the core thing being discussed.

What is important

I think it helps if we think along the lines of publishing something popular, than creating quality content. Quality is a relative term and means different things to different people, whereas we can easily define popularity.

Popular content, not quality content.

This is my experience over the 15 years I have been creating web pages to get links out of people. It’s that you need to be creating content that people really, really want to consume.

Thing is, most of those in my industry are more interested in paying a writer £15 to produce an article than £1,500.

Which is absolutely fantastic, because you are competing with people who only have enough juice to get up half of the hill. If you “get it”, you can dominate. That is the secret.

What’s also interesting is that the regular business person finds it hard to get to grasps with the aspects of content marketing, yes I know there are success stories out there, but relative to their whole sector they are tiny. The second secret is that this will always be the case.

There will always be opportunity for those who can create popular content

People in my industry, and I am one of them, are always babbling on about the latest technological advancement in blogging or social media. It becomes this huge wall of noise, and mostly it’s relatively unimportant as it’s not the technology that attracts. It’s the content

It’s the content

It’s one thing of course to define and understand this, another thing completely to implement it in a fashion that delivers an effective ROI. Which is where I tap my 15 years experience in the industry, I have seen and studied huge numbers of real time campaigns that have both succeeded and failed in this time.

A very, very small percentage of websites out there currently implement best practice content marketing, seo, blogging, social media etc. You may not think so because you spend all your time only consuming the good stuff and so think that is all what exists.

Local is getting very tasty

When you talk to the people who are experts in local online marketing, it gets very interesting. As it doesn’t seem to take that much investment for a local business to get a good ROI out of local online marketing. Obviously this is because of the geographical parameters being fixed, and that is not going to change.

Local requires a change in the mind set, but at its basic it is a similar methodology to the huge corporate beast.

Learning from the Tabloids

To the people who I personally coach in this area, I tell them to think like the Economist and create like the Sun, newspaper. To be a dealer and not an addict. To think about the reader as being hungry for a specific type of content and simply creating that content and promoting it.

It’s simplistic, but the complexity is in the cultural awareness and defining the thing that people want at that specific time. It’s impossible for the business person running a plumbing supplies website for example. They do not have time to sit on Reddit, Twitter or consume the latest from Huffpo or find that smaller story that fits their niche perfectly.

You need an experienced, culturally aware individual who understands what gets people to link and create social signals and how that folds in to the websites brand development.

Even I can only count about 30 – 40 people who can do this to the required level.  Most of them are highly creative, maverick social rebels types. Most freelance and wouldn’t be caught dead working the 9-5 in house or for an agency. Not that in-house, or agency people can’t do this, but it’s not for people who crave security or who can only operate if they have a defined working structure.

The creativity needs to flow in an environment that is unstable from a business POV or at least looks wonky when you look at it through a business lens.

If you find one of these creative geniuses who can connect all the different parts and implement, delivering and effective ROI, make sure you give them what they want to work on your stuff. Do not let them go over to the opposition, because it’s really hard to find these types of people as they are rare.

If they are aware of their value then you will need to pay premium rates, but if your business model is set up to soak up extra business then it’s worth it. I cannot tell you how many client servers I have crashed because of all the traffic I send clients.

 

Image source

 

 

 

 

Categories
Link building

Why you should use psychographic profiling when building links

psychographic profile

The above is the most clipped slide from my Content Publishing Strategy presentation on Slidedeck.

This presentation forms the backbone of the content strategy training I offer and the aspect of the “psychographic profile” is always the most interesting to people.

People think content is king, but this is wrong. Content is merely the vehicle for the idea.

The real action happens in the mind of the reader. It’s not the content that the focus should be on, but the psychology of the person it is aimed at.

The mind of the target reader must define the content, not the creator’s whim and fancy.

I’ve worked with a lot of creatives and a lot of them seem to be focussed more on a particular aspect they are interested in such as infographics, or a new javascript trick, than the actual job which is to communicate and influence the reader to perform a specific action.

But that’s not what Shakespeare and Hemmingway did, they were true artists!

No.

That is exactly what they did. They looked at what triggered the audience to action. What ideas infected the minds of their target audience. Shakespeare was a brilliant content publisher and we could spend a few hours discussing this but lets not get distracted.

Lets get back to links.

Forget most of the guff talked at you by PR people who wear very heavy watches that are advertised in magazines with pictures scantily clad women.

Links are the key, they are what get you ranked in Google.

Ranking in Google is still the best way to get people to your website and buy stuff.

To get links, you need to influence the people who give links.

To influence people to give links you need to know what would make them link.

Content is not the trigger, it’s the idea behind the content. Thus it’s all about what is happening in the mind of the reader who can link.

  • Who are these people?
  • What do they read?
  • What websites do they look at?
  • How old are they?
  • What apps do they use?
  • Are they an Open World, MMO gamer or do they prefer Candy Crush on a smartphone.

These and a hundred more questions such as these, need to be asked in order to know what actually communicates to and influences your target linker.

Because it could be as simple as a picture of a kitten, or as complex as an interactive HTML5 driven infographic.

Getting links used to be simple, but cutting edge, link building theory has become a lot more complex.

Psychology and neuroscience are subjects that need to be studied if you want success in the digital marketing landscape of today.