The goal of an SEO campaign is to deliver targeted traffic from the search engines to a website that is likely to convert, whether that conversion is in the form of making a purchase directly from the site, calling the business, filling out a lead form, subscribing to the company e-newsletter, downloading a whitepaper or webinar, etc. In order to deliver targeted traffic from the search engines to the website, it’s necessary to include keywords within website content that target audience members are using when they conduct a search. If your content is high quality and includes terms that are relevant to the search, there’s a greater likelihood that it will appear prominently on the search engine results page.
Last night, the Boston SEO Meetup group met at the Microsoft Research and Development Center in Cambridge, MA. With views of the Boston skyline and the turning of the leaves, over 50 SEO aficionados gathered in the Sampson Conference Room.
The room became standing-room only as Scott Jangro began his presentation on Content Marketing. Scott Jangro is the co-founder of Shareist, an online content marketing platform. His presentation was titled Content Marketing for the Chronically Disorganized. Slides from the presentation are available on SlideShare.
In order to do content marketing effectively, you need to get into a routine of consuming, curating, and creating content. Taking a note from the recent series finale of Breaking Bad, Scott provided the group with an interesting acronym to follow – RICIN, (complete with an awesome sketch of Walter White).
Here is how it breaks down:
- R = Read Content: find content sources that you can check every day. Read your content over coffee, on breaks, or while taking public transit. There are tools available to help collect content including RSS feeds and alternatives to the now defunct Google Reader.
- I = Capture Ideas: Once you identify your content sources, use tools such as Evernote or Delicious to bookmark content so that it is easily accessible.
- C = Curate Daily: Share other content! “Content Curation” has become a buzzword in the content marketing sphere. It means to select outstanding content from other sources and share them with your social networks.
- I = Invent Content: Make your own content! Scott recommends that you follow a 4 out of 5 rule. For every 4 pieces of content you share from other sources, you should publish and share content of your own.
- N = Publish a Newsletter: Create a weekly newsletter with highlights of all of the content you have shared for the previous week to engage your current audience and attract new followers.
Scott reminded us to “create content when you can.” Unless you have a team of content creators, it is very difficult to create new, unique, and compelling content every day. Set up a schedule that works for you whether it is once a week, or twice a month – just make sure that it fits into your schedule so that you aren’t rushing to publish mediocre content.
As usual snacks were provided by Brick Marketing, a full-service SEO company based in Boston. Brick Marketing is offering its next full-day SEO training workshop on Wednesday, December 11, 2013 in downtown Boston. The full-day SEO intensive is geared for small business owners, marketing managers, and individuals who are getting started with SEO. Registration information is available here.
The next Boston SEO Meetup is scheduled for Monday, November 11, 2013 at the Microsoft New England Research and Development Center in the Thomas Paul Conference Room. The group is always looking for new speakers. If you or somebody you know is interested in speaking, contact the organizers Dave, Brian, or Peter on the Boston SEO Meetup page – http://www.meetup.com/BostonSEO.