Your business mission statement must come before the content strategy. It’s where you ask why do we, as a business, exist? Your mission statement and your content strategy will go hand-in-hand. You may have one, but perhaps it isn’t properly defined. In this article, I’m going to: Show you some examples of mission statements Show you how to write mission statements     Honest Tea The Maryland-based bottled organic tea company, started by Seth Goldman and Barry Nalebuff in 1998. Their mission statement is: Honest Tea seeks to create and promote great-tasting, healthier, organic beverages. We strive to grow our business with the same honesty...

The buying cycle is the process a customer goes through before they buy from you. In order to make an effective content strategy, you must understand the stages of this cycle. People will arrive at your site in different phases of this cycle, meaning different content and different keywords are needed. Essentially, you’ll be using something like the Google Keyword Tool, as well as Analytics, to understand the keywords people are using at the different stages and then integrating correct keywords into the pages that will suit the stage they are at.   The 5 stages are:   Awareness. A customer realises that you could potentially...

Blog posts are hard, frustrating and can keep you up at night with worry. Worst of all is when they just don’t do what you want them to. Why aren’t people clicking on my post? Why are they bouncing? Why aren’t they reading all of it? Why are they not engaging with my call to action?   Here are 5 tips to help you out.   No Rambling. Don’t ramble in your posts. Take some advice from journalists and put the most important stuff at the top. Get straight to the point. If your post is 500 words, cut it to 350. Always be editing. ...

Making content can be a bit of a slog. But you have to remember that you can and should be capturing content any way you can. You may be a writer, you may not be, but the content does not necessarily come from a ‘creative’ person. The Head of Recall can’t write or shoot a film but they are potentially a fountain of easily accessible and excellent raw content. The key here is: finding content sources, reusing already existing content and taking advantage of real time.   Content Sources. These are the industry specialists; there are definitely people within your own business who hold a lot...

Of all the SEO questions we get asked one that is becoming increasingly common is just how important a role video plays in SEO. Is video an essential component of your online marketing? How can you use video in your campaigns? Will your rankings tank if you don't start using video? [Insert your other semi-ridiculous video SEO questions here.] This post will take a look at these questions and provide some general guidelines for when a video is and isn't a good idea. Paint by Numbers   Is blogging good for SEO? Social Media? Video? Surely if you want good SEO you have to have...