micro content

What is Micro Content and How to Use It to Build Links

micro content

What is Micro Content?

As defined by user experience expert Jakob Nielsen, "micro content" is a small group of words which can be skimmed by the reader to understand the wider message of the article.”

Using it perfectly to fill in your editorial content calendar will help you solve your content shortage.

That's not to say that micro-content is just for quantity alone, but you can also make their quality better with a good strategy and execution.

Why Micro Content Works Today?

Here are some reasons why brands take micro content pieces into consideration — which speaks also for its advantages over other forms of content.

Easy to consume

A micro content piece has its ability to show a clear message or point in just a few seconds.

Whether it is a 30-second or minute video or a short story comics, it has the advantage of drawing the attention of customers to get to know about the brand.

Instead of bombarding potential customers with long-form guides, which not all people can consume well, why not produce easy-to-consume content that gives people easy to digest information — one at a time?

Develops creativity for content creators

Given that you have to think of ways on how to turn large pieces of content into micro web assets, you develop your creativity over time.

You discover methodologies to scale content creation as fast and as better quality as you can.

Produce in small budgets

Nowadays, the barrier to entry in content marketing is low.

You can start creating micro content pieces with a small budget. By putting a few bucks to creating visuals, writing short-form texts and publishing them on your blog, plus distributing all of these assets on social media, everything can be started as soon as you want it.

Highly distributable

Content marketers start with creation, but it doesn't stop there. Content like micro assets has to be distributed well to places where consumers engage in.

How to Use Micro Content to Build Links

Link building requires content to effectively share value proposition to prospect linkers. Without it, it won't be easy to find people giving you backlinks without any value provided by your brand.

Micro content gives opportunities for small to medium-sized business owners to scale link building. Even big brands can do it to build momentum with their content promotion, as they can easily develop hundreds of assets ready to be distributed in many targeted web places.

On leveraging repurposed pillar content

I've shared this methodology popularized by Gary Vaynerchuk in my guide about content marketing strategies for small businesses.

It is a simple methodology of efficiently producing micro content pieces.

Start with a document pillar content, repurpose it into micro assets, and distribute them across social media. Here is a flow image of how it looks like.

garyvee content pyramid

The original purpose of the model is for social branding, but we can replicate this exact model to building authority organic backlinks to our websites.

1. Turn sales-driven assets into distributable micro content

Every company has sales teams. Depending on its architecture, type, and processes, they use a document assembly that allows them to get a good flow of sales process, deliver things to prospective clients or customers, and/or satisfy them with enough inputs for buy-ins to offerings.

These documents include the following:

  • Request for Information or Proposal (RFI / RFP)
  • Statement of Work (SOW), Contracts and Invoices
  • Customer Project Plans
  • Sourcing channel partners with relevant vendor inputs partners need for each of their document categories above

If your brand can request any of these assets to be publicly distributed for brand building and content marketing purposes, you now have an opportunity to massively producing micro content.

How to build links to sales-driven micro content:

  • Appeal your micro content to salespeople who are likely to share your content on blog posts or social channels. For example, financial advisors, if touched well by finance brands, can bring a good amount of mentions on industry blogs these FAs belong to.
  • Spend a couple of bucks for social advertising to get initial eyeballs distribution for micro content.
  • Target the most vocal people in your industry for social sharing. More social proof of micro content increases its connectivity factor to people likely to give links to your site.

2. Recover published assets

After content launch, it's easy to forget high-quality assets that have performed well in terms of links and social shares, but were not revisited and updated to gain even more results.

Start going through some of your best assets. You can use Ahrefs to find high-performing linkable assets (Top Linking Assets).

top linkable content

Assess which ones can be cut into pieces of short-form texts, or small visuals or even turn content type into another content type (e.g. texts into visuals).

Here are some published assets you can recover, update, and/or turn into valuable micro content pieces:

  • Frequently-asked questions
  • Full webinar recordings
  • Video recordings of presentations, speaking engagements, and any form of public appearances (e.g. media interviews)
  • Long-form informational content (definitive guides on your subject matters)

How to build links to recovered published assets:

  • When turning huge assets into micro pieces, assess if those micro content can stand alone its message. Otherwise, it won't be perceived as much as valuable as compared to being tied into a large one.
  • Find similar bloggers, publishers, and content creators who have linked to your big assets in the past. Reach out to them and share your content.

3. Reclaim branded short-form texts

Branded short-form texts are content of your site you've originally started or cited. These can be your own coined terms or your own definitions of terms.

In the likelihood that those branded short form were distributed, there were publishers who included your piece but didn't credit your site as the source.

To find these people, you can use Google search and search for your exact definition of the term or whatever short form text you have (e.g. a descriptive technical survey points).

brandmentions skyscraper-backlinko

If it's a coined term you've popularized, you can use BrandMentions or Ahrefs Alerts to track any mentions of a particular word or phrase.

How to reclaim links from branded short-form texts:

  • Monitor regularly publishers who included your short-form texts in their own content. Build relationships by sharing their content on your own social profiles.
  • Reach out to those publishers for brand link reclamation — don't force them to link to you (as some are in the habit of doing so). Simply ask to credit you as the source.

4. Invest in comics

One of the interesting content trends today is scaling comic creation.

garyvee comics

You see most of this micro content type on LinkedIn. Gary Vaynerchuk, for example, massively produced comic series that tells about his messages across his audience.

You'll see comics as shareable content all over social media places because it quickly conveys stories of people, ideas, and concepts.

Apply to that to your own industry and be the first one to produce short style comics.

How to build links to comics:

  • Work with influencers in your industry who have a substantial social following — so you can expect a faster distribution of your comics once it is published.
  • Reach out to independent bloggers that allow a variety of content formats in their blog posts. Offer your comics content as a way to add value to their current readers — a new style of learning consumption.

5. Rank for "memes" keywords

Memes are another great easy-to-produce micro content.

vegan meme example

There are many ways to start with this one — either to do it yourself using meme generator tools or hire or get your graphic design to produce sets of memes for your brand.

You can start with popular Facebook memes that's been rolling around contextually about your niche. Then go beyond that once you have some visibility with your published memes.

How to build links to memes:

  • Get visibility on social platforms to make it go viral or have some social users with the good following to start sharing your memes.
  • Rank for meme keywords (e.g. finance memes) by creating a page on your website dedicated to niche memes.

rank for vegan memes

There are other types of micro content you can test for yourself and produce a series of it this year. Here are a few more examples:

  • Custom illustrations or photos that convey some sort of quick tip or fun fact
  • GIFs
  • Shareable one-liners
  • Interesting statistic
  • Videos

Be creative with micro content

Establish credibility through the production of different micro content mentioned above. Start sharing them on your own distribution channels and gain new organic backlinks month over month.

If you're looking for link building services, partner with us and start your campaign today.


reddit seo marketing

How to Use Reddit For Search and Content Marketing

With 330 million monthly active users (source), Reddit is a great place for traffic generation, additional content visibility, and content ideation.

By taking every initiative seriously, you'll get the maximum benefits from diving into how Reddit marketing works.

You would tap an incredible amount of feedback from users who are eager for new content in their specific industries and have the potential to distribute a content piece worth sharing.

reddit seo marketing

 

On finding subreddits for your content

Your success in Reddit content distribution is based on your own identification of subreddits that fit your brand.

I mean your brand, not your industry. Going generically with your industry for Reddit marketing won't make it a huge success. Start identifying a demographic fit for content you are producing.

The question is, how do you find subreddits for your content?

Reddit search

Reddit has good search functionality based on the keywords you input. Start with that.

reddit search

It is best you can create a spreadsheet that lists down all possible subreddits you can check later on.

Google reddit search

Besides Reddit search, discover deeply relevant subreddits on Google search itself.

google search reddit

You will see subreddits that you wouldn't find in Reddit search. Google will take subreddits where topical content has been submitted to, or have received good engagements — not always the case, but use this search methodology to add more subreddits to your list.

When you go to subreddits, you will also see related subreddits — which you can include to your list, as it fits.

Brainstorming with your team

Set up a meeting with your content team and try to tackle what topics you prefer to publish on your content.

Match those topics to available subreddits you discover.

Of course, the broader you get into your brand content strategy (in terms of content ideation), the more subreddits you can list down further.

Use Reddit websites to assess growing subreddits

There are new subreddits flying and growing an activity count.

You can use Subreddit Stats and Reddit Metrics to check any growing subreddits you think can be added to your Reddit spreadsheet.

subreddit stats

Discover more with SiegeMedia's list

SiegeMedia curated popular subreddits by industry. You can check out their list to find ones fitting to your brand.

siegemedia list subreddits

Reverse engineer with Ahrefs' organic keywords

At most, if you want to look for any subreddits, even specific Reddit discussion threads that are currently ranking for keywords related to your site, you can use Ahrefs Site Explorer.

Simply plug in reddit.com to Ahrefs, then go to Organic Keywords section to find what keywords any Reddit page is currently ranking.

You can discover topical subreddits by searching for your industry keywords in Ahrefs search bar.

ahrefs reddit organic keywords

What to consider in subreddits?

Before we dive into specific Reddit marketing tactics, let me go over a few considerations you need to take in every content promotion or content ideation initiative.

Submission policies

Go over your list of subreddits and check each subreddit.

Look for sections about submission policies. There are subreddits that have dedicated portion for that — letting existing and potential subscribers of what they should expect with some rules and guidelines for sub-communities.

There are subreddits with restrictive submission policies; others don't have it included in their overview sections.

For the latter, that doesn't mean you go to the subreddit and spam them regularly with your post links. Be careful not to do, or else your domain will be banned

Respect Reddit and its users.

Subreddit size

Subreddits plainly show their existing subscribers. This gives you an idea of how many eyeballs you can get when content is properly promoted in a specific subreddit.

But not only should you be looking for subreddit total subscribers, check also the next consideration:

Activity count

Activity count refers to how many people are currently online over their total subscribers.

reddit activity count

Of course, people who go online during the time you visit the subreddit variably depends on timezone, day, time, and other factors. But this gives you a good assessment of the possible eyeballs you can get to your content.

Now, let's go straight to different methodologies where Reddit can be extensively used.

How to Use Reddit for Content Ideation

Content creators can generate enough ideas when they care enough about the subreddits users' behavior — what and when users post in a specific subreddit.

For instance, you can discover blog post topics simply by searching for any of these terms:

  • how do you
  • figure out
  • I'm struggling with
  • tips
  • challenge

These are all leading words toward problems subreddit users want to get solutions or questions they quickly need answers.

vegan subreddit

On content formats

Subreddits have their own content formats users want to see and distribute to co-redditors.

You may opt to not just look at your industry-relevant subreddits, but try to replicate other subreddits' content formats. This is one great way to be the first in your industry to have the content format popularized.

On headline edits

Copywriting is a must skill when creating a content to fit your Reddit marketing strategy.

By writing headlines that quickly capture the attention of users, you increase the chances of more eyeballs to your content.

You can check out this latest Reddit research on some tips when writing headlines for Reddit content.

See more:

How to Use Reddit for Content Promotion

Once you reverse engineer what type of content and which content idea has the potential to go mainstream in a specific subreddit, it's time to promote the piece.

Understand the specific subreddit communities you want to engage in. Before submitting any post links, have a good grasp of the community's behavior.

You can browse the past content types — images, Today I Learned, Ask Me anything, text submissions containing advice, questions, and even stories.

vegan subreddit content promotion

This means you don't jump quickly to the subreddit and post a link.

There would a period of time where you just learn the behavior of co-redditors, even ask questions to any Ask Me Anything portions to see how people interact.

By doing research, you don't plan to ruin your content marketing strategy for Reddit.

See more: How to Promote Your Website Through Link Buiding

Care About The Community

Identify subreddits that fit your brand. Understand the behavioral patterns of redditors. Start sharing content that provides them value. Care about the community.

If you're looking for an agency to help you out with marketing, you can check out our content writing and link building services.


outsourcing writers

How to Outsource Content to Writers

Outsourcing content to writers is never easy.

Though you can simply post a job ad and onboard a writer instantly, you won't guarantee success in your hiring just like that.

Make it a hurry to hire content writers and you lose money and time in business. It is better to follow a specific process to get qualified content creators that can help scale content marketing for your website.

outsourcing writers

 

Before I discuss the steps to outsourcing content to writers, let's understand the benefits of doing it.

Benefits of Outsourcing Content to Writers

Scalability

I'll be speaking on behalf of an agency that is churning out hundreds of content for our clients through our content marketing and link building services.

Doing so requires a lot of work.

Outsourcing content writing to credible writers frees up the time to write content work itself which allows us to focus on other sides of the business.

The same can be true for you. Outsourcing is done to free the legwork out of you and reduce the time spent on long term content (time consuming) creation itself.

That's not to say you don't get involved in the process. But with two or three people working with you, you can be scalable in content creation in a very timely manner.

When content creation is covered, your team (people who are involved in content marketing) can spend a lot of time promoting content assets.

Given that this is where most brands get caught up, they keep producing content assets on their blogs without even promoting them massively on target audience websites.

This shouldn't be the case. Create content and promote it so you can get the results you desire for your campaign.

Leverage other people's expertise

As I covered in my guide on creating linkable assets, you have three options in content production:

  • Do it yourself or with your team
  • Hire freelance writers
  • Look for industry practitioners who can write about your preferred topics

In hiring freelance content writers, you can vouch for the last option.

They may not be easy to find, but if you find one or two, you can expect a better quality of writing for your blog.

There are many other benefits of hiring freelancers for outsource content creation, but let me go straight to the steps on how you can outsource content to writers.

How to Outsource Content to Writers

Step 1: Decide on the type of content writer to hire

You can either hire a freelance writer with a generic background in your industry or hire an industry practitioner who does freelance work.

outsourcing freelance writers

Your basis here is the type and format of content you are eager to create.

Are you looking for content backed up with research and case studies? How about someone who can walk through readers with a step by step process on achieving a goal or a review on using an industry tool? Those things certainly require someone who is a practitioner in your field.

Even the brand voice and style of writing depends on your current content strategy (if you have one). Are your writings more conversational in nature or it is purely academic?

Those matters will help you decide on the type of content writer that suits your needs.

Step 2: Look for credible content writers

Don't just find any writers who write piece of content. Filter out any blog post creators who don't have any experience in technical writing about your industry topics.

You want to ensure good quality in your content produced by people you're looking to hire. 

The question here is where to discover content outsourcing writers.

Referrals

Start asking your networks if they know a freelance writer who can write for your brand.

asking for referrals

Potential writers vouched by people you know are good recommendations.

Your contact/s can speak about the credibility of writers they've worked with (or know). You could also ask them about the writer's writing output, communication style, and other pertinent matters you think are worthy to consider. 

Besides referrals, you can opt to post job ads on top freelancing websites.

Freelancing websites

Here are top freelancing websites where you can post your job ad:

There are of course other freelancing platforms or websites specific to freelance writers, but ones I've mentioned above are the best places to start your prospecting.

When posting job ads, it is best to use any applicant filtering techniques.

One that I recommend the most is adding lines to your job description, such as using "bacon" or "breakfast" in your subject line or any words or phrases variable to your job description.

You'll find that this is an effective way to weed out applicants who don't have attention to detail.

In addition, you can see applicants who are very creative in their applications. Instead of just putting "bacon" or "breakfast" in the subject line like "bacon content writer position", they write creative subject lines such as "Baron & SharpRocket team eat bacon for breakfast win".

Step 3: Assess your writers through tests

There are several factors to consider when choosing for the best freelance writer for your site, but here are the top ones we always check.

Request sample work

At most, you'll find writers who have sample works ready to submit to employers.

While I don't judge quickly, in our experience, the quality of sample kind of content isn't always the same with the actual writing once you hire them.

It is best to get them to write a paid sample work. If you are involved in the content ideation process, you can send a list of specific topic good ideas they can choose from and create content.

There are two advantages of doing so: you get content that you can publish on your blog (if it fits your quality preference) and you get to see the actual work for the writer.

That is why it's important to choose the top one or three freelance writers you really vouch for from your prospecting strategies, so you don't have to pay a huge amount just for samples of work.

Compare rates per article

Communicate to your top prospective writers on their rate per article. This is a good basis when choosing which one fits your budget. You can ultimately hire the person as an in-house great writer if it's a better option for cost preference.

Know their payment preference

This is another factor that other articles on outsourcing content writers don't include.

While there are payment options available like Paypal, Payoneer, or international transfer wires, remember that freelance writers from other countries may not have the same payment option you prefer.

Get that matter discussed earlier when assessing a potential content writer.

Communication

Whether you communicate with the writer through email or on freelancing platforms, you'll get a sense of the response time of the writer.

This is crucial in the onboarding and content creation work, as you don't want delays to happen with your content.

Step 4: Hire your preferred content writer

Once you assess content writers and hire the right one for you, have a proper onboarding process.

These are some matters you have to brainstorm and finalize:

  • Overview of your company (and the style and process of sharing it to your newly hired content writer).
  • The flow of content creation process (from content ideation to publishing)
  • Turnaround time for each phase of the content creation process
  • Payment preference and system

For the last part, it would be easier if you have a payment preference for content writers. Whether you choose an upfront payment option (half of the cost is paid before the writer starts writing the content) or full payment upon completion of work.

Step 5: Create a workflow for the content creation process

The process is key to scaling your content marketing campaign.

 

Without the proper workflow, there will be miscommunication between you and your content writers. It's important that they understand well the importance of each phase and how well each phase is integrated into one another.

One thing you don't want to miss here is the discussion of the turnaround time per content. Each content depending on the type, length, and subject matters has a specific range of days to get finished.

Start brainstorming (with your team) of a good content creation workflow dedicated to freelance content writers.

Step 6: Build stronger relationships with content writers

Employ empathy when dealing with freelance writers. Their creative professional side may be affected by many different factors that don’t involve work.

A quality 1-on-1 meeting with each of your content writer once every week is good enough to establish strong relationships with them.

When people are being taken care of, being appreciated by their employers or agency partners, they can do better at work. And therefore, it helps you in the process of producing the highest quality output of content that you desire for your website.

Final thoughts

Outsourcing writers with your content creation needs doesn't have to be complicated.

You can do it effectively with proper planning and execution. I hope the above step by step process gives you a head start to hiring freelance writers that produce great content assets for your brand.


linkable assets

5 Linkable Assets Examples (How to Create and How to Build Links to Them)

In today's time, you can't get quality backlinks without creating a linkable asset.

Reaching out to a potential linker requires offering something of value. That's what a linkable asset inherently does. It offers value to an intended audience through the information, data, or a source.

linkable assets

What is a Linkable Asset?

A linkable asset is any part of your website or brand that a specific audience will perceive as worth referencing to from any of their pages.

The question here is, do you always have to create new content assets that are linkable?

To answer this, let's understand link velocity and competition.

On link velocity and competition

The competition is tight in many industries.

Particularly in ranking websites for certain keywords, there are keywords that are being targeted by websites pursuant to a number of acquired links per month in order to maintain their current rankings.

For those websites that are actively engaged in link building campaigns to cope up with the number of quality of links required to sustain the rankings, that's a tough competition, isn't it?

This is to say that if you're pursuing those keywords, there has to be a continuous effort in link building.

Without a doubt, It requires your brand to produce linkable assets continuously.

Later, I'll share the different types of linkable assets.

But content doesn't always have to be an informational page just like this:

definitive guide example

Your people or your offline events worthy of a citation could possibly be linkable as well.

inbound conference

Linkable Asset Types and Formats

With thousands of content pieces being published every day, there are ones that have high linkability factors compared to other web assets.

The reason why content creation is a crucial part in the content marketing process is that it involves the linkability assessment of a content idea and format.

That being said, here are some content types and formats that work in generating high-quality links.

Citable elements in sales pages

Sales pages aren't linkable. They are geared towards helping customers make purchasing decisions — and may not have informational details content creators can use for their own publishing works.

That's not to say you can't attract links directly to sales pages.

There are different ways to do so. Garrett French listed a few tips on what to include in your sales pages to make it linkable:

  • Data or "findings" — it can be derived from your business and is relevant to the flow of purchase decisions by your customers (it could be a support that justifies the product or service to let customers make easier purchase decisions). Examples are inventory data and popular color or size of products.
  • Direct quotation of a source — any case stories or brief interviews of customers that give new insights and additional context to the product or service you're offering.
  • Definition of jargon and industry technical terms — define any obscure terminologies related to your brand's offerings that can benefit customers if well-defined in your sales page.
  • Pricing guides or generalized pricing information — any parameters that can impact the cost of the product or service may be a good citable page element.
  • Images, videos, widgets, or downloadables - any graphics, case studies, and PDF files useful for selling the product or service can best be placed as additional citable elements to a sales page.
  • Detailed, multi-faceted metrics-based reviews — these refer to any reviews that can be beneficial for a certain audience corresponding publishers (e.g. parents, seniors, pet owners, etc..)
  • Tips, advice directly related to products or services on the page — these are typical how-to sections enabling a person to complete a goal related to the product or service.
  • Origin stories — any discussion stories with the makers of the product (designers, manufacturers, artists, etc..)

For more information on this topic, you can check out this detailed guide by Garrett French on building links to sales pages.

Lists (listicles)

What makes lists linkable?

Lists that tend to rank for its targeted keywords are likely to receive organic links from publishers.

The discoverability of this type of linkable asset page increases their chances of undeserved linking opportunities.

list gardening tips ideas hacks

list linkable asset links

How to build links to lists (listicles)?

  • Start with reaching out to resource curators that have dedicated pages on topics that fit your linkable asset idea.
  • Find topically relevant articles that might cite your list page — pointing more information to your page from their content works.
  • Make it visible on social platforms like Linkedin to get more eyeballs to the page.

Comprehensive guides & tutorials

There are many "definitive" or "ultimate" guides that have been published since Brian Dean popularized the skyscraper technique.

Most content creators want to outdo their content competitors by making the linkable asset longer than the usual — to fit the term, "definitive" or "ultimate".

While longer form type of content works, the comprehensiveness of a piece highly depends on the information.

The content's uniqueness of information has something to do with how regular publishers perceived it as link-worthy.

It is best to consume the top rankings pages for your target keywords. Check and identify any content gaps you can fill in with information for your own content piece (to make your linkable asset more comprehensive than other similar assets).

ultimate guide pet grooming

ultimate guide linkable asset links

How to build links to comprehensive guides & tutorials?

  • Send outreach emails to publishers and content creators who've linked to any of your content in the past. They might have any needs for reference for their future content works — possibly linking to your current extensive guide.
  • Check out any niche resource pages that can link out to your guide (learn from our resources to know this process — resource page link building and broken link building).
  • Collect emails of publishers of similar content assets and deliver personalized emails to inform them of your latest content piece.

Visual content assets

Infographics are one type of linkable assets that can be pitched to local and niche publishers.

If properly created by assessing it the topic has high shareability (and virality factor) and if it appeals to audiences likely to mention, include or link to the piece, infographics are great linkable assets to consider.

In addition, the good thing with visual assets like infographics is that they can no longer just be published alone on a page (upload the entire visual and call it done). It can already support other content formats. like comprehensive guides and lists, in a way, that enhances the ability of the entire content to better consumed by its audience.

visual asset example

visual asset example links

How to build links to visual content assets?

  • Link to the visual page internally from other relevant pages on your website. By pushing it further to dominate the top spot for its target keywords, you increase its chances to be more discovered by publishers.
  • Pitch to websites that actively publish infographics. Don't just send outreach emails to any kind of blog — find ones that care about visual assets as part of their content marketing campaign.
  • Link externally from your site's other web assets through guest posting.

Data-driven assets

Any data that can give additional credibility to the piece of content when it is sourced out has the potential to drive more authority links to your website.

Success stories that are driven to provide the audience with numbers, steps, and processes to finish a goal or achieve an objective, are considered link-worthy.

data driven example

data driven example links

How to build links to data-driven assets?

  • Spend a minimal amount to advertise on social platforms to get initial eyeballs and prospects for links (I've shared this entirely in my attraction marketing guide).
  • Find relevant blog posts that have texts and sections in the content needing references of data.
  • Do regular updates to the data asset as years pass by to make it more relevant as sourced-out linkable assets.

Discover and tap into other linkable content formats

There are other content formats that are not mentioned as worthy of being referenced or cited by other publishers in your space.

Tap into those linkable content formats as early as possible, particularly if it's not yet been popular or tested in your industry. Be the first one to do those formats and gets initial benefits of links and social shares.

Find linkable markets and assess their preferred content formats

Linkable markets such as veterans, students, parents, or people with disabilities have considering content formats when consuming a piece.

If a competitor's website has high performing pages that get links regularly (has improving link velocity), see patterns of content formats. If it's not yet popular in your industry, test it out for your niche by producing one, and then a series of assets if the first one-piece initially succeeds.

Assess the linkability of ranking pages

You can quickly check the number of referring domains for each ranking page straight on the Google search engine results using Mozbar.

google search results mozbar links

If there are an average 20 or 30~ish number of links and those links if checked are right types of links (i.e. relationship-based or editorial), consider the topic as linkable.

Look for shareability factor of topics

Use Buzzsumo or Ahrefs' Content Explorer to see the potential number of social shares you can get in a linkable content format.

While that for sure depends on how good your content is, assessing it solely based on that gives you a preview of the potential benefits you can get when promoting that specific content format.

See what types of content your industry influencers and content creators are sharing. You'll have a good grasp of what makes tick to promote on their own social spaces.

Validate ideas and formats through initial feedback on discussion groups

Community groups give feedbacks and insights when new content is promoted and submitted to the platform. Use that as an advantage when validating content ideas and content formats.

Ask them simple questions as part of discussion texts, "what do you think of it?" or "any feedback on this is highly appreciated?".

data is beautiful reddit

Of course, you'll get all sorts of feedback — the good ones and bad ones-- but as you go through each, you see if the specific idea or format has good chances of being referenced by industry publishers.

Final Thoughts

There are many content formats and templates that are linkable in nature. Choose what best suits your brand, your audience, and your link market. It takes testing plus validity to succeed in producing content assets that get organic links over time.


semrush seo writing assistant

How to Use SEMRush SEO Writing Assistant for Content Optimization

Content optimization is a process of optimizing a webpage to best serve its intended users by fixing technical issues on the page and improving the copy of the content for better search performance.

There are many tools to help you with content optimization.

For today, I'll focus on one SEO tool that is very handy to use for publishers, bloggers, and other content professionals optimizing their content: SEMRush SEO Writing Assistant.

semrush seo writing assistant

 

What is SEMRush SEO Writing Assistant?

SEMRush SEO Writing Assistant is a smart extension for everyday use of content specialists. It offers recommendations straight from what it calls, 'SEO Content Template' (SCT). It provides recommendations and analysis based on the top 10 pages ranking for a given keyword.

How Does SEMRush SEO Writing Assistant Work?

Many content writers are confused as to who they should serve: search engines or users.

With many debates, the best answer is both.

And you can actually do so. With SEMRush SEO Writing Assistant, you can have the ability to check the SEO potential of a blog post — meaning how well it'll rank for your target keyword.

While maintaining the quality of the piece - conciseness, flow, context, you also want to make sure it includes keywords and related terms for better search performance. This would allow your page to serve both search engines and its users.

SEMRush SEO Writing Assistant is a reliable and handy tool. It’s very useful as you don't have to sign in to your SEMRush account every time you want to use it.

Features, Details, and Pricing

The main question for every content creator trying a content product is, "what does the tool gives me?".

Here are the features of SEMRush SEO Writing Assistant:

FEATURES AND DETAILS

Overall score

This shows you the general quality of an article. It is calculated based on four metrics: readability, SEO, tone of voice, and originality.

semrush seo writing assistant overall score

Readability

Readability is the ease in which a reader understands your text (readability score). It covers four things:

  • Plain language. This refers to how the text corresponds to the basic reading level of a person (reading ease score).
  • Target words. This is based on the average words used by the top-ranking page for the keyword.
  • Title issues. Is your title present in the most important places of your content?
  • Content Issues. Do you have long paragraphs that need to be cut? Any hard to read sentences need to be rewritten?

SEO

In the SEO section, it only covers keywords, alt attribute of images, link issues, and title issues.

  • Target keywords. The tool will let you know if you're using keywords at least once in the entire content. This is SEO 101, yet most bloggers don't apply this.
  • Recommended keywords. Enrich your content by adding semantically-related keywords, primarily based on the top 10 ranking pages.
  • Alt attribute issues. Do your images have alt-attributes?
  • Link issues. Do you have external links in your content? Are these links functioning or broken?
  • Title issues. Have you used your target keywords?

Tone of voice

The tone of voice is how you say your message, including the choice of words, their order, rhythm, and pace. The tone of voice of your content could be very casual, very formal, or anything in between

Consistency in a tone of voice measures how well you did maintain the tone of voice across your content. SEMRush SWA gives you a list of the most casual sentences as well as the most formal sentences.

Originality

This feature gives you the total percentage and number of copied words from identified content sources. The originality check is based on the Copyleaks Plagiarism Checker.

PRICING

SEO Writing Assistant tool is already included in the SEMRush toolkit. However, based on the plan that you purchase, you are only allowed a certain number of usage for the features.

semrush pricing table

For example, if you are using a Guru account, you can use 800 SEO content templates every month. While if it's a PRO account, you can only have 1 content template.

Meanwhile, plagiarism checks are not allowed for a PRO account, but for Guru subscribers, you can have 5 plagiarism checks every month.

How To Use SEMRush SEO Writing Assistant?

There are two ways you can use SEMRush SEO Writing Assistant: adding a Google Docs Add-on or installing SEMRush SWA Wordpress plugin.

Google Docs Add-on

semrush writing assistant google doc add on

Install the SEMRush SEO Writing Assistant as your Chrome Add-on.

semrush swa google doc

Once you install it, click Add-ons in your Google document, then choose SEMRush SEO Writing Assistant.

You have to sign in to your SEMRush Account to get started with the tool.

Wordpress Plugin

You can download this Wordpress plugin and upload it to your plugin files.

semrush swa wordpress plugin

Another method is to simply search the plugin directory for SEMRush SEO Writing Assistant plugin, and click install.

Below your content draft, you'll see a section for SEMRush SEO Writing Assistant.

semrush seo writingassistant wordpress section

I highly recommend you use the Float mode. This gives you the freedom to see both your content draft and SEMRush SWA at the right side of your Wordpress screen.

semrush swa float mode

SEMRush SEO Writing Assistant in Action

The basic content optimization based for most content creators is adding target keywords in the title of the page, header tags, and to include those keywords as often as it can be (contextually) in the content.

Content optimization doesn't stop there. With Google being more and more intelligent in understanding the context of the page, you have to optimize your content for LSI keywords.

LSI (Latent Semantic Indexing) Keywords are conceptually related terms that search engines use to deeply understand the content on a webpage. (source: Backlinko)

SEMRush SWA does the legwork of giving you what related industry terms to add in your content. You can go straight edit your Wordpress draft, and contextually as it fits, incorporate fitted ones.

semrush swa recommended keywords

You also want to make sure entities that will give more context in your content page are being added. SEMRush SWA doesn't show you all, but in my own testing, it gives you a few entities (names, personalities, brands, institutions, etc..) that could add context to your page. Those recommended keywords shows semantic relevance to your page.

semrush swa entities

The length of paragraphs matter in search rankings. There is an average word count of rankings pages for your target keyword you can hit with your content — ensuring you have a chance to compete for the top ranking.

semrush swa wordlength

Readability is important for users. You don't have to make your content complex to consume. Depending on your users' reading level, you want to make your content as readable as possible to general, yet targeted audiences.

Splitting long paragraphs, rewriting hard to read sentences, and simplifying complex words to make the content readable is highly recommended.

Lastly, what I liked about SEMRush SWA is its SCT or SEO Content Template, giving you an extended list of recommendations to further optimize your content.

semrush swa download seo content template

You may also schedule content optimization in your calendar through the SEMRush platform. Rename your activity title and choose the date and time you want to focus on optimizing that certain content piece.

semrush content template schedule calendar

Further Reading:

Key Takeaways:

While there are many initiatives to execute in every SEO campaign, one you shouldn't ignore is content optimization.

Optimizing existing content assets is just as important as publishing new pages. SEMRush SWA can be a handy and useful tool to speed up recommendations for content optimization.


content marketing for small business

Content Marketing Ideas & Strategies For Small Business

Content sits at the core of most discussions by marketers and business owners today.

The reason why content is king is, because it ties every area in digital marketing together. This simple image below from Jason Acidre's content marketing at Moz is still relevant up to this date.

moz jason acidre content marketing blog post

"Does content marketing work for small businesses?" This is a question I received multiple times. And the answer is an astounding yes.

It works for big brands and it works for a small business owned by you.

However, it works more effectively if you are clear about your goals.

You'll receive different responses when people are asked, why are they doing content marketing?

You hear words like, "because it's trending now". Others say, "my business friend does it, I'll invest in it too".

content marketing for small business

Why Do Small Businesses Need Content Marketing?

Why use content marketing? How can content marketing help a business? What does content mean in business? What does content marketing include?

These are the questions people asked as to why small business owners need content marketing?

In the recent B2B content marketing research by Content Marketing Institute, these are the top three most-cited content marketing goals achieved in the last 12 months — giving us a preview of the main reasons why people need to invest in content marketing:

  • Creating brand awareness (86%)
  • Educating audience(s) (79%)
  • Building credibility/trust (75%

Let's quickly discuss them one by one.

Creating brand awareness

Content is deemed to bring awareness about your brand, regardless of type, industry, and size.

And in this day and age, the competition is in the branding. People buy products because they've known it, repeatedly seen on different social places — and therefore, they've made buying decisions based on which products get more branded.

Building awareness through content marketing is a huge thing.

This is where small business owners like you can leverage and can compete over your contemporaries.

You may not have a billion-dollar marketing budget, but if you can purposefully implement a solid content strategy with a good amount of investment and build a strong brand out of it, you'll be better off dominate a good share in your market.

Educating the audience

To educate is the best way to sell

Content marketing takes a long process to get people to move through your business' customer journey. In content, you are not always selling your products and services.

Most of your content assets, whether those that are written-word (like blog posts), videos, audio, and other formats, are designed to inform your audience with topics they'll be interested to consume.

why do small business need content marketing

Through content, you show your expertise as a brand. Your potential customers get to trust you as they are helped with the content serving their specific needs.

There is a high return on investment in content marketing. If properly planned and executed, content marketing can be a powerful channel of new leads for your small business.

Building credibility and trust

Word-of-mouth marketing today isn't only acquired through best works of services or products--while that, of course, is a huge advantage for entrepreneurs who are looking to scale their small businesses.

Through content marketing, you can build credibility and trust of your potential customers to your brand.

Word-of-mouth marketing can also happen when they've found your content valuable to be shared and used as a reference for their content works.

See more resources: Digital Marketing Funnel

Content Marketing Myths Of Small Business Owners

There are certain mindsets small business owners, including the ones who owned a content marketing business, must break to start investing in content marketing and reap its benefits. Here are a few you should watch yourself if you're a small business owner.

"I don't have time for content marketing"

If you're an entrepreneur, you wear many hats to let your business thrive. You are putting out fires in sales, operations, hiring, admin, and finance.

Doing all these things makes you think you don't have time for content marketing.

That may be true, but if you look at the benefits of content marketing to your business (which I've shared earlier), you'll find ways to invest in it.

The best way to start is to do it yourself. Content requires some kind of expertise that outsourced generic writers (low-cost outsourcing) may not afford to do.

You can create one asset for less than an hour (e.g. producing a video and repurpose it into other content formats — to efficiently and instantly generate multiple content pieces for your brand.

"I don't have enough budget for content marketing"

Besides lack of time, another excuse small business owners voice out is their lack of resources, particularly finances to invest in content marketing.

Today, the online web has offered several opportunities to market your brand with small investment using strategies through organic channels.

For example, you can answer 3 to 5 questions on Quora on topics you are interested in (and have the expertise to bring value). This Quora marketing doesn't cost any buck from your end.

So not having enough budget to execute a content marketing campaign can't be used as an excuse today — knowing there are so many opportunities this core channel can bring to your site.

"Content marketing is SEO"

This is where most people get confused: mixing content marketing and SEO.

Here's the truth: content marketing is not SEO, but it is part of it.

Content marketing is tied into your other SEO efforts such as link acquisition, and keyword research. Links are a by-product (and considered as one goal) in starting a content marketing campaign.

Researching and choosing content ideas is tied into content asset creation to target topics (or keyphrases) that have a tendency to rank in search results.

There are many other myths small business owners come up with on a daily basis.

But the thing is you have to be sold enough to the idea of content marketing.

If you're still not convinced, here are some more benefits of starting a content marketing campaign:

  • Drive potential customers from organic rankings (when content assets start to rank for their targeted keywords) and from distribution channels (when content assets are promoted).
  • Establish a personal brand (besides the company itself) as an expert in your industry.
  • Engage with your leads and let them go through a slow process of a customer journey.

Now, let's dive into some content marketing ideas you can start brainstorming with your team, fill in the gap with your competitors' content, and execute as much as possible to reap the benefits listed above.

Content Marketing Ideas for Small Businesses

Execution starts with ideas.

In this section, we are going to answer this question, "how do I market my small business?"

If you're looking for ways to come up with content assets as early as possible, here are some that can get you out there and do the work.

Leverage the GaryVee Content Model

Gary Vaynerchuck, CEO of VaynerMedia has closed the gap between content ideas and its distribution with his content model.

garyvee content marketing model

His content model basically follows this process:

  • Document pillar content
  • Repurpose into micro-content
  • Distribute across social media

garyvee content pyramid

Let's discuss each step.

Document pillar content

What is a pillar content?

Pillar content is a long form piece of content that can be chopped into micro content pieces. Examples of pillar content are daily vlogs, Q&A shows, interviews, keynotes or podcast.

If you are not comfortable in documenting your brand videos — with you like the frontier, you may find videos where your brand has been part of (it could be a story of your company from its setup to its growth today).

Discover these long-form pieces in your archives or create one for yourself.

Repurpose into micro-content

From your pillar content, you can create short-form pieces of content. These are video clips from your long-form video, videos transcribed for articles, short clips turned into memes, images, quotes, remixes, GIFs, and other micro pieces of content useful for your audience.

Imagine if you have 1 or 2 pillar content and turn them into 30 micro-content pieces each. That's 60 content assets in total that you can distribute both on your internal blog, and to external distribution channels such as Facebook, Twitter, Linkedin, and Youtube.

Distribute across social media

This last phase is the tedious part of the process because you have to ensure you know the context and behavior of each social platform.

Facebook is over-indexed today with videos as well as images with long-form captions.

Instagram is full of high-quality images, quotes, and IGTV comes with minutes of video content.

Every social platform requires different visitor interactions and consumption of content.

Ross Hudgens of SiegeMedia has done this model incredibly for their weekly videos on their content marketing blog. They have Content Conversations series where they interview top-notch SEOs and marketers to talk about the different facets of content marketing, techniques, and strategies to better improve the execution of content marketing.

siegemedia youtube channel

They also have weekly tips where they simply share their insider content strategies for their clients.

This is where your "no time" and "no resource" excuses will be eliminated. As you produce more pillar content pieces, you double it, or multiply the number of pieces you have. This allows you to get a flywheel effect on your content marketing results.

Produce 10x, 5x, and 2x content

The idea of skyscraper content produces a movement of marketers producing long-form content — increasing now the benchmark of word count per content piece.

Even that itself gives a solid motivation for publishers, Brian Dean's skyscraper principle was misunderstood by many publishers, leading them to sacrifice the quality of information over quantity.

The reality is producing 10x content requires both: quantity and quantity.

Not only that, there is a misconception going around that all content pieces should be done 10x. This means that if your content piece is not 4000 or 5000 words in length, your page will not stand out in organic search results.

For small business owners, 10x content creation is not the only pathway to go.

There are information and topics that need 5x, and even just 2x needed to perform better in search engine results pages.

You don't have to write long-form to satisfy users.

Sometimes, you need 2x content, not 10x content. Here's why:

  • Consistently producing 2x content pieces multiple times a month can outperform a one-time 10x content asset every month.
  • The number of 2x content produced on a blog that targets different topics has a faster impact on the site's overall domain authority.

My recommendation for you as a small business owner is to produce 2x content, 5x content, and 10x content. 10x content isn't only the way to go.

To get the maximum results in the least possible time, you can consistently produce 2x content on a monthly basis.

While doing so, make sure you consider delivering other formats of content to better satisfy your users.

Here are some formats for different learning styles you may consider to add to your content:

  • Surveys
  • Podcasts
  • Video content
  • Ebooks
  • Case studies (of your customers or other people)
  • Checklists, a list of additional references/resources, and tools

content marketing ideas for small businesscontent marketing ideas for small businessYou can't produce all the content types. There are only ones that fit into your strengths — your technical expertise, your resources, your set of writers, and your blog architecture.

Identify those aforementioned factors before diving right into content creation.

Use low-cost entry channels for content distribution

Your content marketing campaign will not succeed without any promotion of your brand assets.

If you're a small business owner, you don't want to invest money in content creation without even promoting it to get more results in terms of traffic, shares, links, or referred conversions.

Remove the mindset that in order to distribute content to different channels, you have to pay huge bucks for advertising.

There are, in fact, entry channels where the cost of entry for distribution is low, and even free. It doesn't necessarily require a team of content marketers to promote your content. You can actually do it yourself.

Quora

Every industry has questions to answer. This is where your expertise can play with.

Use Quora to market your content assets. And I don't mean you insert links inappropriately.

What you need to do is to find any discussion pages that need more attention to answers.

Prioritize the ones that are already ranking on search engine results. Given that those are pages that get recurring visitors from search.

Use SEMRush or Ahrefs to find what pages Quora is already dominating on search results.

ahrefs quora organic keywords

Answer those questions if they seem relevant to the content assets you've already published.

For example, I recently published a guide on how to use HARO. I then looked for any HARO-related queries on Quora and used takeaways or bullet points from my HARO guide as answers to questions.

7 Content Marketing Tools for Small Business

"How do you create business content?"

You can't create business content assets without using proprietary tools.

Not just for content ideation, but for content formatting, topic research, and even outreach promotion — tools can speed up output in a content marketing campaign.

Here are some web-based products you can utilize for your small business content marketing campaign:

Pixlr

It doesn't hurt much to edit photos yourself. If you can't afford to hire a full-time graphic designer, you can DIY photo editing.

Pixlr can help you with photo-editing tasks.

pixlr

What I liked about this online photo editor is that it is easy to use — very quick even for professional edits. You can make adjustments to your image, draw anything on it, remove spots, and add more filters to enhance the photo.

Whatever quality of photo you desire, you can achieve it perfectly with Pixlr.

Remove BG

Oftentimes, if you want to remove the background of an image, you have to learn how to do Photoshop.

You don't always have to.

removebg

Within 5 seconds, RemoveBG can remove backgrounds of images. It slashes your time of editing the entire visual.

Snappa

Another amazing content marketing tool you can repeatedly use is Snappa.

For every text-based content, i.e. blog posts, there is a need to create featured images to appear in the blog section.

snappa

Snappa allows you to create an eye-catching image even if you're not a graphic designer.

Starting from the perfect image dimension and with their pre-made templates, you can create a high-resolution stock photo right inside Snappa. Add texts, and effects to the image wherever you want.

In 5 minutes, you can do the work you pay for designers. Have it very quickly for blog posts and for social media posts.

Recordit

If you are creating how-to on-screen guides in a text or video format, you spend most of your time creating screenshots.

recordit

RecordIt gives you the luxury of generating fast screenshots. You'll save much of your time do so, therefore, producing more how-to content assets for your blog.

Esummarizer

You know one of the most consuming parts in a content creation process. Specific to blog writing, — It's writing the summary of the entire article.

esummarizer

Another tool to supercharge your productivity is Esummarizer. It does only one thing — to summarize any text online in a few seconds. Now, you don't have to worry about the summary, the tool does it for you.

Keywords Everywhere

Keyword research tools are great. But one tool that's most fascinating, easily integrated as an extension to your browser is Keywords Everywhere.

keywords everywhere

Whatever keyword you are searching for on Google, it will give you related keywords and phrases people also search for. These words can be included in your content piece either add it straight to the page and/or create new sections to target those topics.

Furthermore, Keywords Everywhere allows you to check important metrics of keywords — search volume, CPC & competition data.

Straight from search results, you can export and download any list of keywords in Excel, CSV, or PDF file formats.

keywords everywhere related keywords people also search for

Google Trends

Using trending topics in your content is a good way to get early traction from readers who are looking for industry updates.

Google Trends is a great tool to see any trending topics as well as check the demands of a keyphrase month over month.

google trends snoring tips

Here are some advantages of using Google Trends in your content marketing toolset:

  • Find entities associated with the term — by adding brands, institutions, and any particular names to your content, search engines can easily identify and match them and know what your content is all about.
  • Look at whether the interest in that topic is increasing or decreasing over time.
  • Compare up to 5 different things against each other to resolve an argument about which topic to focus on.

https://dixonjones.com/seo/search-engine-optimization-topics-vs-keywords/

3 Content Marketing Examples for Small Business

All content marketing ideas are good if they are executed properly. And everyone needs content marketing help for some inspiration.

Here are three small businesses that are doing extremely well with content marketing (from John Doherty's observations at Credo).

Ecommerce: Frank and Oak’s Handbook

You see usual blogs from eCommerce sites - nothing too special. But Frank and Oak have a top-notch blog architecture which gives you a soothing feeling in consuming its content.

This clothing retailer brand makes their handbook (their blog) like an online magazine filled with stories and advice on good living. It also has categories for culture-centric content pieces that perfectly fit for their target market - millennials. 

If you're an eCommerce small business brand, check out their blog and be inspired by how they use content to get brand advocates.

[ Frank-and-Oak-The-Handbook-homepage-image ]

https://ahrefs.com/site-explorer/overview/v2/prefix/live?target=www.frankandoak.com%2Fhandbook

https://keap.com/business-success-blog/marketing/content-marketing/content-marketing-for-small-business

https://www.getcredo.com/what-is-content-marketing/

https://www.getcredo.com/guide/ecommerce-marketing/content-marketing/

SaaS: Wix’s website-building tutorials

If you're a SaaS small business owner, Wix's content execution can be an inspiration for you. They published tutorial-style content in video format and publish it on their Youtube channel.

wix youtube channel

From basic topics to more advanced areas of website building, Wix does well in making its channel a one-stop information channel in the industry. They also have interview-type content where they feature prominent personalities and influencers.

B2B: MindSea’s original research

For B2B small businesses, ensuring that content is fact-based and/or credible is a top-most considered concept when creating content.

There are no other brands we can think of that does solid data-driven content creation other than Mindsea. They take a different approach to sharing data interestingly through visual content.

mindsea statistics content

Further Reading:

Final words on small business content marketing

There is no small business, only small business owners. The same is true with your investment in content marketing.

It's not only how much money you invest in content marketing. Consider as well all non-financial resources you can put all into execution — time, attention, and networks to help you propel results that you're looking for.

Share with us in the comments what else you need to get started with content marketing.


content strategies organic growth

Content Strategies for Organic Growth

You've heard a couple times that content is king, yet most people still don't quite understand how to execute content strategies with the aim of growing their site's organic traffic.

content strategies organic growth

It's not easy to come by with a few techniques you can easily implement that guarantees results, if fits right to your site and to your industry.

Proper execution is a key to growing what you already have.

So before you close this page, here are four techniques that are not just trendy, but very actionable for your site of any type.

 

LEVERAGE DEFINITION OF TERMS AND ABBREVIATIONS

Your industry has a lot of terms. You can't assume all your readers know about. The number of industry terms depends on industry AND how technical practitioners are in your field. If there are more professionals paving their way to create their own jargons and popularizing these, it would mean more opportunities for this type of content.

Create your own short-form content that defines industry terms.

You may already know if you're a content marketer, but more than looking for exact phrases or terms people in your vertical uses.

Seek for any terms that are used in different contexts for different industries. A good example of these are abbreviations. The abbreviation, MOV, has individual meanings for many contexts: business, physical education, medical, construction, and even games.

  • definition of mov
  • mov definition
  • mov meaning
  • mov stands for
  • what does mov stand for
  • what does mov mean

Go even further than just publishing a page with meta titles: definition of ___ or meaning of ____. Know which other connected words have higher search volumes than the latter two phrases (definition and meaning).

You can discover keywords definition-pages are ranking for by entering the URL of the top pages ranking for the keyphrase you're targeting - "definition of ___".

definition of mov in business google search

mov stands for ahrefs

You'll see keyphrases you can incorporate to your page to make it also rank for them. You get more ranking opportunities in doing so.

PILLAR CONTENT STRATEGY

Creating pillar pages based on topic clusters as part of your content marketing campaign is imperative in building the authority of your site given that search engines use relevance and today's authority to determine if the site or page is worth ranking for certain keywords.

A pillar page is the basis on which a topic cluster is built. A pillar page covers all aspects of the topic on a single page, with room for more in-depth reporting in more detailed cluster blog posts that hyperlink back to the pillar page.

In order to create pillar pages, you need first to understand topic clustering.

A few of the benefits of creating pil:

  • Increases potential to rank for higher volume keywords, even higher value as a single pillar page is populated with smaller clusters that can cast a wider breadth to a certain topic.
  • Establishes semantic relationships between pages' content and other overacrhing pillar pages (clustered pages).
  • Benefits the internal linking structure of the site as it leads people through links of pages — making them efficiently go through your brand's buyer journey.
  • Earn organic links by ranking for terms mostly referenced by publishers.

Get started with this by looking for parent keywords - certain topics that cover the broader part of subject and that comprise different keywords attached to it.

pillar content strategy

Depending on your industry, dig deeper into certain niche topics your brand only cares about. Don't try to include irrelevant parent topics, but as much as possible, look for the parent topic of your chosen keyword. You can easily do that using Ahrefs.

parent topic ahrefs

DISCOVER EMERGING KEYWORDS

Search landscape evolves as more and more people are doing their searches differently based on their needs and their contexts.

New emerging keywords are popping out in every industry that particularly addresses informational and even purchasing needs of the audience.

By taking advantage of emerging keywords (normally as part of your keyword research process for blog's content creation), you will reap a number of benefits including:

  • Getting initial rankings for low search volume, yet to potential to rise as demands get high
  • Reaching new ranking opportunities by helping your existing content assets rank for new terms
  • Increasing click-through-rates for your existing assets by adding related words that matches their new intent.
  • Acquire contextual links by ranking early for emerging keywords on search results.

How do you find these new keywords?

There are two ways you can utilize for your content marketing campaign.

The first one is by using Ahrefs as a tool to semi-automate discovery of emerging keywords. Its Keyword Explorer has a feature that filters keyword search results based on NEWLY DISCOVERED.

ahrefs keyword explorer newly discovered

Another method is to use Search Console in order to discover emerging keywords your pages have been visible on search results.

With these new keywords, you can execute useful initiatives, such as:

  • Improving your content depth by including topics from emerging keywords you may have discovered.
  • Using emerging keywords as thematically-related anchor texts in your posts linking to other related pages in your site.

DEVELOPING YOUR KEEN EYE FOR ORGANIC GROWTH OPPORTUNITIES

There are many opportunities to develop your content to match to new emerging opportunities in order to increase in organic traffic from channels like search and social.

Audit your existing content assets and research well on your industry landscape. Through observation, planning, and execution, you'll never run out of ideas that can be of useful to accelerate your content strategy.


guest-posting-ideas-at-scale

Guest Posting Ideas At Scale

You are tasked to build hundreds of guest post links. The first challenging initiative to hit the numbers is to find relevant guest post ideas. So, what scalable process can you follow to get guest blogging topics?

The reality is you can't send massive emails to your guest blog prospects and just propose them with a list of generic topics they can choose from.

That's a key to immediate failure, for sure. First, you are providing guest post ideas that don't match to their website's topic theme (topics they don't really cover on their blog). Second, your topics may not be giving any value to their audience — reason being, you don't even check who their blogs cater to. 

generic guest posting pitch

Answering this question: 

Hi guys

Need some advice from guys who build Guest post links,

I am building 120-150 links a month, and sometimes it is confusing when it comes choosing guest post topics, Do you guys follow any process to get Guest post topic ideas on scale?

guest-posting-ideas-at-scale

Let's face it. You can't hit and miss in finding blog topics for your guest posting sites. Otherwise, you'll be wasting the time you spent in discovering those sites — especially if you don't get any results from your pitches.

 

AUTOMATED TOPIC IDEATION PROCESSES GONE WRONG 

I've seen several articles discussing how to use a tool to generate hundreds of topic ideas in 5 minutes. While that may be a good choice, people are risking blog titles that are brand-off, or even niche irrelevant if they do that.

Take a look at this example. This is a blog that covers sleeping for a highly targeted audience - sleeping enthusiasts and people who suffer from sleep deprivation, and sleep problems and illnesses. If you push topics outside of sleeping and snoring to that site, you won't get much success.

snore nation

Meanwhile, a general psychology site like Psychology Today can cover sub-niches under its main blog theme. You see, you can't just make a list of 10 topics and submit it to two different websites with different audience targeting.

psychology today

NICHE-BASED GUEST BLOGGING IDEATION

Niche-based topic ideation for guest blogging campaigns is okay as long as websites you target for guest posting covers the same audience and have the same topic themes for their blogs.

The best way to solve the problem of overlapping topics for different niches is to categorize your guest blog prospects based on their verticals and topic themes they cover.

This approach can help you ensure you don't hit and miss your approach to pitching your ideas for publishing websites.

5-MINUTE PERSONALIZED GUEST BLOGGING TOPIC IDEATION

The best and still the recommend methodology to get the highest approval rate for guest blog topics and highest content placement rate is to personalize your topic ideas individually to your target publishers. 

You can't shortcut topic ideation.

However, if you're doing it at scale, the more you execute the process, the more your content writers or content specialists will now be able to shorten the time spent on it, as they become familiar with each step.

A. CONTENT GAP ANALYSIS

Content gap analysis is finding keyphrases your competitors are ranking on search results and have covered on their blogs - which your blog can potentially publish too.

It's a great value when doing guest blogging, as you are pitching a topic that has the likelihood of bringing in new traffic to their site.

You can start this topic ideation by using Ahrefs. It has a feature that does content gap analysis. Enter the URLs of two or more websites.

The question here is, how can you find your guest blog's competitors blogs?

Do a Google search with related advanced search operator to find related websites of your guest blog prospect.

[ related google ]

Then choose among the sites on the search results and enter their URLs to Ahrefs' Content Gap feature.

ahrefs content gap feature

Ahrefs will show keywords your entered sites have been ranking in at least top 10, but your guest blog target doesn't rank for.

content gap feature ahrefs keywords

You can create topics out of those keyphrases and include it in your individual pitch as one of your proposed guest blogging ideas to write about.

B. HIGH SEARCHED DEMAND PAGES FROM RELATED SITES

Besides content gap analysis, you can also discover on-demand topics based on their estimated monthly traffic.

To get around this, head over to Ahrefs' Site Explorer and enter one competitor's URL or related site's URL.

Go to "Top Pages" reportwhere you'll see the list of all of its top webpages, which you can sort by estimated organic traffic.

By doing so, you can find out which topics gets lots of searches every month. You can emphasize the value of the topics in your guest post pitch, by stating its estimated organic traffic potential. This means that the guest blog can benefit from the post once it ranks potentially for the keyphrase it targets.

C. ON-DEMAND INDUSTRY TOPICS

If you have topic themes for niches you're pursuing in your guest blogging campaign, you can head straight to Ahrefs' Content Explorer.

Simply search for a topic in Ahrefs' Content Explorer. It will give you the top and recent pages for the topic of your choice.

ahrefs content explorer

There are three value propositions here.

Referring Domains

You'll find pages (with topics) that have acquired contextual links from other sites. Though links may have been built because of overall site factors, like its overall domain authority, still you'll get an idea that the topic of the page is likely to be linkable.

By pushing this out in your pitch that a topic is linkable based on the data. This would give you a higher likelihood of a topic being accepted by the publisher.

Organic Traffic

Next to referring domains is the organic traffic the page gets on a monthly basis. Here, you'll see if the topic itself has a declining or upward traffic. Avoid topics with declining traffic, and choose ones with upward or steady organic traffic.

Traffic Value

While not all topics have high traffic value, given they're not commercial in nature, you may still find topics that have a good number of traffic value. It's a good unique proposition in your pitch, knowing that if the topic has been covered, it has a potential to drive not just traffic to the site, but also bottom of the line numbers like assisted conversions.

FURTHER READING:

4 Intermediate Tips to Improve Guestographics

SCALING IS SIMPLE WHEN PROCESSES ARE PLACED

Every phase of a link building campaign should have processes in place, ready for execution. So if you want to scale your topic ideation for guest blogging, start documenting your process either using a document platform or Google document. It saves you time when hiring content writers who can do the same process of finding guest blogging ideas fit for your target sites.


evergreen content

What is Evergreen Content and How It Works

Ever wonder why certain blogs get continuous traffic from different sources even after months and years of publishing?

These blogs are focused on creating evergreen content.

evergreen content

 

WHAT IS EVERGREEN CONTENT

Evergreen content is content that never gets out of date and never relies on current trends.

Its effect is always relevant to its readers, making it more attractive for publishers to reference in their own content pieces of work.

WHY IS EVERGREEN CONTENT IMPORTANT?

There are many benefits pushing out evergreen content on a massive scale can provide for your brand, such as:

A. Scalable link acquisition

Content on a trending subject can receive massive spike in link performance, especially if it's timely and emotionally-appealing.

Meanwhile, evergreen content allows a continuous flow of links directly pointing to your content. It's not a one-time off burst of links, but you can expect if monthly acquisition of editorial links to your web asset.

B. Hitting conversion goals

You may only consider creating content assets for links, but it will drive subscribers, social followers, and brand advocates down the road. As long as the content draws traffic, the growth in numbers can be met.

C. Social sharing

More than ever, continuous social sharing can help strengthen the brand in its core. The more visible the content is to its audiences, the longer it stays in their mind - creating a strong brand in the market.

D. Doors of networks, partnerships, and brand coverage

The aftermath of producing evergreen content is that it opens opportunities for partnership for content, and product engagement. It stems from the idea that your content assets have provided value.

Evergreen content serves as entry points to growth of networks — even media coverage from A-list content creators.

E. Increase in organic visibility

Given the comprehensiveness and high utility of evergreen content which normally covers every topic of a subject, the online asset gets its deserved visibility on search.

When evergreen content ranks for its target keywords, it creates another opportunity for it to be discovered, besides direct, social and referral traffic.

F. Supports other important pages

Evergreen pages with constant traffic can support other important pages through internal linking. By pointing to relevant pages that need some boosting in visibility, evergreen content can be a reinforcing system for support pages.

EVERGREEN CONTENT CREATION PROCESS

ON DISCOVERING EVERGREEN TOPICS

Find evergreen topics that get consistent traffic and have the potential to earn links over time.

You can start this content ideation process by entering a few topics for your blog in Ahrefs Keyword Explorer.

The tool is handy in giving you the parent topics of keyphrases — which is suggested by the tool (see an example below).

ahrefs keyword explorer snoring tips

Parent topics are general topics that cover relevant subtopics underneath it. By pursuing parent topics for your evergreen content, you can target interconnected topics all under one big content piece.

Identify parent and sub-topics that are constantly being searched and that appeal to your market by looking at its search traffic.

Look down further. See the top ranking pages and their estimated traffic. This would help you understand if it's worthwhile to rank for that keyphrase.

serps overview snoring tips traffic

You can also check the trend graphs of keywords to see its popularity over time. Here is an example of the trend graph for the keyphrase, "how to stop snoring". 

keywords trend graph

The trend graph will show how popular a keyword is for a certain period of time.

FURTHER READING

ON ASSESSING LINKABILITY OF TOPICS

Besides just looking at search traffic and trend graph of a topic, you want to make sure that the topic also has linking potential.

The question you need to ask is, "Is this topic linkable?".

The way to answer that is to look at the top ranking pages for that keyword or keyphrase. See if these pages have at least 10 or 20 referring domains pointing to them. This kind of assessment gives you an idea if the topic of your choice has high linking potential.

Moz Toolbar is a nifty tool to quickly check how many referring domains are linking to each of the page on the search results.

google search results mozbar links

Why do you have to check the linkability of the evergreen topic?

The simple answer is that the linkability of topic correlates with how frequent the topic is being cited by other publishers.

The frequency now gives its room for more linking opportunities month after month and year after year.

ON CREATING EVERGREEN CONTENT

The mindset of publishing evergreen content differs from others creators' publishing 500-word blog post.

The piece should stay relevant weeks, months, and years after publishing (which will require maintaining it from time to time - that's for a later topic).

But the point here is that before you create an evergreen content, decide that you'll put hours of work into it in order to make it valuable and comprehensive to its audience.

intermittent fasting guide

There are many characteristics a solid content piece (or 10x content as marketers call it) should have, a few that are a must include the following:

Expert-driven

Do you have an expertise on the topic?

If it's something you can't write on your own, you may outsource it to someone expert in the field. Niche experts tend to charge higher than generic writers, but they craft content with the use of technical terms (jargons), authority, and credibility on the subject matter. 

Uniqueness

Every blog is pushing out their versions of content for the topic, so what separates yours from their works?

Uniqueness doesn't just refer to variations of words, but the ability to present ideas in different formats.

Implement other content formats in your content to make it the most comprehensive piece on the topic. A useful advice for this method is to present content in videos, data visualizations, rich media or slide presentations.

The purpose is not to make the page longer than the usual, but for better presentation purposes, and to attract more visibility from people who are likely to share it on other web places.

Inclusion of Thematic Keywords

Whether you target parent topic or a sub-topic for your evergreen content, you want to make sure that the page will be found by people who specifically searching for it.

The key to make it work is to optimize content for other thematically relevant keywords — several possible search terms people used when researching for information.

You can use Ahrefs' Keyword Explorer to discover these keywords that are connected to your topic. The tool can also generate questions keywords that will be valuable to add to your content — of which you can answer to make the content reach more audience.

ahrefs keyword explorer questions feature

Keep these characteristics in mind when creating an evergreen content: expertise, uniqueness and inclusion of thematic keywords.

FURTHER READING

ON PROMOTING EVERGREEN CONTENT

Whatever your goal is for your blog's evergreen content, your page reach will highly depend on the level of promotional efforts that you put in.

Start by looking for ways on how to do content-based link building that can drive referral traffic to your evergreen page.

Find any pages linking to similar content assets. Utilize the value proposition of your evergreen content in your email pitches. Answer the question, "why do your link prospects have to bother with your content asset?"

Build more links through your site's distributed content (contextually linking to them through your guest blogs). This will enable your evergreen page to get higher search rankings.

You can also maximize your brand's social media channels to push further the audience reach of your content piece. Make your social sharing buttons visible to your visitors — placing it on the noticeable parts of your page.

ON MAINTAINING EVERGREEN CONTENT

It is important to update your content piece to satisfy new visitors as soon as they land on the page. This will also increase the chances that it'll be shared to other target audiences — bringing in more people who will likely link to it as references for their content works.

What are the things you need to update in your content?

References and citations

You may have likely included information and even links to articles and new stories the first time you publish your content. These information and sources may no longer be relevant and useful at the time you decide to update.

It's important to have a list of citations/references whenever you create content so you can easily go back to websites and blogs where you found them, and see if they have updated information on the topic.

For example, statistics normally get updated every year, and it's easy to find their latest up-to-date version of the data if you have the website URL at hand.

Internal linking

Improve your content's visibility factor by internally linking to other relevant pages on the subject, particularly the ones you've recently published on your blog — relevant to your evergreen content.

Use descriptive anchor texts in your internal links to drive visitors from other pages to your evergreen content.

Years and dates

Update years, months or any dates you include in your post's titles and in the body of your content.

Use current year to increase the relevance of your post — leading to higher rankings and to higher search visibility for the page's targeted keywords.

FINAL THOUGHTS

If you are looking for ways to scale your content marketing, invest in producing evergreen content assets. With the right execution process — from researching topics to promoting and maintaining the content piece, you can gain a constant flow of traffic and potential sales to your website.

Let me know in the comments how you develop and promote your evergreen content.


link building travel booking companies

Link Building For Travel Booking Companies

In a study conducted by Booking, a travel fare aggregator website, they found out that 80% of their customers prefer to self-serve in order to get the information they need.

This gives rise to the continuous establishment of tour, vacation management, and travel booking companies.

link building travel booking companies

Aligned with this reality, there are a lot of marketing agencies that cater solely to brands in the travel and accommodation industry.

More often than not, they have core strategies for initiating research specific to the market, investing in technologies and platforms to adapt to travel trends, and executing both content and technical initiatives for more travel customer engagement.

However, there is still room for conversation when it comes to doing proper search engine optimization especially in doing link building for travel booking companies.

Let's discuss some of the best link building practices for this industry.

LINKABLE CONTENT STRATEGY

You can't create any content in the travel industry. There has to be a demand in the link market for the topic you'll be discussing about. It also requires local relevance to gain more value in terms of link juice and its authority for rankings.

To give you an example, there are a lot of historical attractions in your location that may need some content if you haven't discovered lately.

Here's an example of a simple content about "Statue of Liberty Facts & History".

historical local content

If you're not familiar with what places in your city you can be proud of, you can search for "attraction" "YOUR CITY" on Google. A quick search like that would give you attraction topic ideas that you might consider to create as content pieces.

While creating your local attraction-like content asset, you may prospect for resource pages who might be interested to link to your page — primarily, these are webpages that lists down references and resources on history (see elementary pages below as an example), library pages from edu sites (that can get you edu backlinks) and local webpages on travel.

elementary school links page

There are hundreds of this type of pages and may require some due diligence in prospecting to find a majority of them.

You may check out these guides on using link prospector to find thousands of backlink opportunities in minutes and this cheat sheet on search engine queries.

SEASONAL LINK BUILDING CAMPAIGNS

We've covered seasonal link building campaigns before. In a variety of ways, these initiatives get more often than not links if executed properly.

The hype of traffic and links to seasonal content assets must be properly taken care of to sustain performance, and not just conduct it as a one-off campaign.

For tour companies, one way to maximize link performance is to start ranking for seasonal events in a city.

By developing content pieces in advance (through proper planning) any brand in the travel space can integrate seasonal events to the theme of the blog. plan your visit nyc content

For holidays like Mother's Day, Easter, and Valentine's Day, bloggers on average plan ahead their editorial schedule — as early as 38 days in advance.

Timing is critical here if you're producing content, and it's quite challenging to land placement from those blog publishers.

For seasonal campaign just like this, it takes planning to put everything into account. Improving relationships, pitching emails, and getting a sense of the average days/weeks in advance of content creators publish are all critical to the success of a link-based seasonal content campaign.

"THINGS TO DO", TRAVEL GUIDES AND EVENT BLOGS

You don't have to reinvent the wheels in content creation. There are blog ideas that have been tested to provide value from time to time.

One example is "things to do" content — these are basically a simple travel guide for first time travelers and tourists in a specific location. You may also be seasonal in approach, if you add a monthly series for that (e.g. things to do in New York in November) - depends on how frequent changes in local activities.

In addition, there is still much demand in travel guides, whether it is for newbies, intermediate, or veteran travel enthusiasts. You can't go wrong with creating last minute travel guides.

To stand out among travel guides out there, you need to make sure you're putting more comprehensive information on the topic than what other guides can provide — e.g. give them a quick hint list on top.

For busy people, it's well worth of their time to read a very quick list on any travel information. You've got to understand how your target audience consumes content in your space. It's a good strategy to produce on-top list travel info at the top of your page (giving your visitors quick answers to their questions).

LAST-MINUTE TRAVEL GUIDE

last minute travel guide

VISITING PLACE CONTENT

visiting travel guide

LOCAL AND NICHE-SPECIFIC RESOURCE PAGE LINK BUILDING

Links pages are low-hanging fruits in every industry. Given that these resource pages have inherent intention of giving out links, it would be easy to pitch an offering that matches their actions (to link out).

new york links page

While that may be easy to say, it requires content assets that give value to their targeted audience to be able to deserve organic links from those pages.

Either you promote a travel resource you've just created or get straight to share what your brand does (for links pages that link out to money/commercial pages).useful links for international students

You can check out this guide on broken link building and finding more links pages to get an overview execution of the link acquisition process.

NON-COMPETING LINKS PAGES OUTREACH

Tour brands ignore their add-on offering as a way to increase contextual links for their site's backlink profile.

It would be an overlooked opportunity if that's the case, given that there are readily available link prospects that can point out to travel offering pages.

For example, if your tour company offers services like car rental service, you can search for links pages that list down brands that offer such service. There are lots of pages if you could diligently discover them.

car rental links page

LINKS THAT TRAVEL FROM PAGES THROUGH PAGES

There are a lot of link opportunities that are available out there in the travel space. You've just got to make sure you put efforts in finding ones that can drive referral traffic to your pages. Those acquired contextual links with traffic in mind drives more value than generic directory links. Find links that travel from pages through pages.