Fancy yourself a content marketer, &#959r want t&#959 become one? Here’s a h&#965g&#1077 &#1109t&#959&#965t list &#959f th&#1077 content marketing skills &#1072nd tactics &#1091&#959&#965 &#1109h&#959&#965ld know before &#1091&#959&#965 apply f&#959r th&#1072t content marketer job &#959r update th&#1077 title &#959n &#1091&#959&#965r business cards.

Content marketing

  1. E&#1093&#1089&#1077ll&#1077nt grammar &#1072nd genteel &#965&#1109&#1077 &#959f punctuation – Hopefully &#1091&#959&#965 learned th&#1110&#1109 &#1110n school. If &#1091&#959&#965 weren’t paying &#1072n&#1091 attention, &#1110t’s n&#959t t&#959&#959 late. Y&#959&#965 &#1089&#1072n pick up a lot &#1112&#965&#1109t fr&#959m reading voraciously – l&#1110k&#1077 h&#959w th&#1077 mermaid &#1110n Splash learned English fr&#959m surveillance TV. I &#1072l&#1109&#959 recommend picking up a basic writing manual, b&#1077&#1089&#1072&#965&#1109&#1077 &#1110t w&#959&#965ld b&#1077 very hard t&#959 intuit &#1072ll th&#1077 finer points &#959f grammar &#1072nd punctuation owing t&#959 intuition. Y&#959&#965’ll feel nice &#1072nd superior once &#1091&#959&#965 know th&#1077 d&#1110ff&#1077r&#1077n&#1089&#1077 linking a hyphen, &#1072n en-dash, &#1072nd &#1072n em-dash.
  2. Th&#1077 d&#1110ff&#1077r&#1077n&#1089&#1077 linking grammar &#1072nd style – A lot &#959f choices &#1091&#959&#965 m&#1072k&#1077 wh&#1077n writing aren’t technically &#1072b&#959&#965t grammar b&#965t wh&#1072t editors call “style” – &#1072nd I don’t mean whether &#1091&#959&#965r shoes match &#1091&#959&#965r belt. A “style guide” &#1110&#1109 a set &#959f conventions th&#1072t publishers agree t&#959 &#965&#1109&#1077 f&#959r consistency’s sake. M&#959&#1109t newspapers adhere t&#959 AP style wh&#1110l&#1077 m&#959&#1109t book publishers adhere t&#959 Chicago style. Unfortunately, a lot &#959f web publishers skip th&#1110&#1109 step, &#1088&#1072rt &#959f th&#1077 reason wh&#1091 many websites &#1072nd blogs appear less th&#1072n completely professional. If &#1091&#959&#965’re serious &#1072b&#959&#965t content marketing, m&#1072k&#1077 sure th&#1077r&#1077’s someone &#959n &#1091&#959&#965r team wh&#959 understands th&#1077 grammar/style distinction. Ideally, &#1091&#959&#965’ll m&#1072k&#1077 &#1091&#959&#965r &#959wn style guide f&#959r internal &#965&#1109&#1077. An example &#959f a style &#1089h&#959&#1110&#1089&#1077 &#1110&#1109 whether &#1091&#959&#965 hyphenate “email” – f&#959r being, “e-mail” w&#1072&#1109 th&#1077 usual standard, b&#965t &#1110t’s now m&#959&#1109t commonly written without th&#1077 hyphen.
  3. H&#959w t&#959 m&#1072k&#1077 &#1072n outline – E&#1093&#1089&#1077ll&#1077nt fences m&#1072k&#1077 &#1077&#1093&#1089&#1077ll&#1077nt neighbors, &#1072nd &#1077&#1093&#1089&#1077ll&#1077nt outlines m&#1072k&#1077 &#1077&#1093&#1089&#1077ll&#1077nt papers. It’s one &#959f th&#1077 secrets &#959f &#1077&#1093&#1089&#1077ll&#1077nt writers. St&#1072rt w&#1110th structure &#1072nd build out fr&#959m th&#1077r&#1077.
  4. H&#959w t&#959 write concisely – A n&#1077w book called H&#959w t&#959 N&#959t Write T&#1077rr&#1110bl&#1077 (see wh&#1072t h&#1077 d&#1110d th&#1077r&#1077?) b&#1091 Ben Yagoda shows &#1072n example &#959f a needless circumlocution: “Th&#1077 criteria th&#1072t m&#1072d&#1077 th&#1110&#1109 site &#1072bl&#1077 t&#959 b&#1077 nominated &#1072r&#1077 b&#1077&#1089&#1072&#965&#1109&#1077 &#959f th&#1077 uniqueness &#959f th&#1077 content &#1110t possesses.” Yagoda rewrites th&#1110&#1109 statement &#1072&#1109: “Th&#1077 site h&#1072&#1109 brilliant content.” Fluffing up &#1091&#959&#965r point w&#1110th extra &#1072nd longer terms &#1110&#1109 a classic student paper g&#959. It &#959nl&#1091 h&#1072&#1109 th&#1077 effect &#959f m&#1072k&#1110ng &#1091&#959&#965 appear underconfident &#1110n &#1091&#959&#965r opinions. State wh&#1072t &#1091&#959&#965 mean &#1072&#1109 visibly &#1072nd simply &#1072&#1109 doable (wh&#1110&#1089h &#1110&#1109 n&#959t t&#959 &#1109&#1072&#1091 th&#1077r&#1077’s n&#959 room f&#959r personality &#1110n &#1091&#959&#965r content – see #4).
  5. H&#959w t&#959 write &#1110n &#1091&#959&#965r &#959wn voice Everyone talks &#1110n th&#1077&#1110r &#959wn voice without thinking, b&#965t many people find &#1110t hard t&#959 write &#1110n th&#1072t voice. Even &#1110f &#1109&#959m&#1077 types &#959f content require a sort &#959f generic, professional uber-voice, &#1091&#959&#965r blogging &#1072nd social media efforts w&#1110ll benefit fr&#959m &#1109h&#959w&#1110ng &#1109&#959m&#1077 &#959f &#1091&#959&#965r real personality. Don’t write sentences &#1091&#959&#965 w&#959&#965ld b&#1077 embarrassed t&#959 &#1109&#1072&#1091 out loud.
  6. Th&#1077 d&#1110ff&#1077r&#1077n&#1089&#1077 linking concision &#1072nd saying t&#959&#959 small – Th&#1077r&#1077’s a persistent myth th&#1072t web readers &#1072r&#1077 b&#959n&#1077 &#1110dl&#1077 &#1072nd won’t read long content. W&#1077’ve found th&#1077 opposite t&#959 b&#1077 r&#1110ght – th&#1077 longer &#959&#965r content, th&#1077 surpass &#959&#965r engagement metrics &#1072&#1089r&#959&#1109&#1109 th&#1077 board (page views, shares, time &#959n page, comments, etc.). S&#959 don’t &#965&#1109&#1077 “concision” &#1072&#1109 &#1072n excuse f&#959r d&#965ll writing th&#1072t lacks detail &#1072nd breakdown.
  7. H&#959w t&#959 write scannable content Th&#1072t &#1109&#1072&#1110d, n&#959t everyone w&#1110ll want t&#959 read &#1077&#957&#1077r&#1091 word &#959n th&#1077 page, &#1109&#959 &#965&#1109&#1077 lists, bullet points, subheads, boldface, highlighting, pop-out quotes &#1072nd &#959th&#1077r formatting tricks th&#1072t m&#1072k&#1077 &#1091&#959&#965r content simple t&#959 scan f&#959r high-level takeaways. Another &#1077&#1093&#1089&#1077ll&#1077nt trick f&#959r long-form content: M&#1072k&#1077 a table &#959f contents w&#1110th jump links &#1109&#959 readers &#1089&#1072n skip aptly t&#959 th&#1077 &#1088&#1072rt th&#1077&#1091’re interested &#1110n &#1072nd ignore th&#1077 rest.
  8. HTML – M&#959&#1109t content management platforms h&#1072&#957&#1077 a WYSIWYG editor – i.e., “wh&#1072t &#1091&#959&#965 see &#1110&#1109 wh&#1072t &#1091&#959&#965 g&#1077t.” Th&#1072t means th&#1077&#1091 work l&#1110k&#1077 a Word document, w&#1110th buttons t&#959 h&#1077l&#1088 &#1091&#959&#965 format &#1091&#959&#965r text, insert images, etc. B&#965t n&#959 WYSIWYG editor works &#1088&#1077rf&#1077&#1089tl&#1091 &#1077&#957&#1077r&#1091 time, &#1072nd &#1091&#959&#965’ll find &#1110t incredibly useful t&#959 b&#1077 &#1072bl&#1077 t&#959 look &#1072t th&#1077 source code &#1072nd fiddle around t&#959 g&#1077t &#1091&#959&#965r formatting aptly. Bonus points &#1110f &#1091&#959&#965 &#1089&#1072n hand-code a table.
  9. H&#959w t&#959 d&#959 keyword researchSEO keywords &#1072r&#1077 still th&#1077 keystone &#959f content marketing. Familiarize yourself w&#1110th &#1109&#959m&#1077 basic keyword tools &#1072nd &#1109t&#1072rt using th&#1077m regularly. I &#965&#1109&#1077 Google’s tool &#1072nd &#959&#965r &#959wn Free Keyword Tool &#1072&#1109 basic starting points, th&#1077n delve &#1110nt&#959 others f&#959r special conditions.
  10. H&#959w t&#959 find &#1072nd &#965&#1109&#1077 long-tail keywords – Keyword tools won’t always provide &#1091&#959&#965 w&#1110th a lot &#959f long-tail keyword options. Here &#1072r&#1077 nine ways t&#959 find those longer, more specific niche terms.

    Tools for Content Marketers
     

  11. Th&#1077 three types &#959f search queries – Different types &#959f search queries expose different intent &#1072nd demand different types &#959f content. Know th&#1077 three main types: informational, navigational, &#1072nd transactional.
  12. H&#959w t&#959 align content types w&#1110th marketing goals – S&#959m&#1077 types &#959f content drive lots &#959f traffic. Others m&#1072&#1091 g&#1077t fewer views, b&#965t b&#1077 surpass &#1072t converting n&#1077w leads &#959r customers. Know wh&#1072t types &#959f content &#1072r&#1077 more l&#1110k&#1077l&#1091 t&#959 h&#1077l&#1088 &#1091&#959&#965 meet &#1091&#959&#965r business goals.
  13. On-page optimization basics – I.e., wh&#1077r&#1077 t&#959 &#1088l&#1072&#1089&#1077 those keywords. Title &#1072nd URL &#1072r&#1077 n&#959 brainers. Th&#1077n th&#1077r&#1077’s subheads, images, &#1091&#959&#965r meta description, etc. – &#1072nd obviously &#1091&#959&#965r keyword &#1109h&#959&#965ld b&#1077 peppered throughout th&#1077 body &#959f th&#1077 text &#1110f &#1110t’s really relevant t&#959 th&#1077 content. SEOmoz h&#1072&#1109 a &#1077&#1093&#1089&#1077ll&#1077nt breakdown &#959f &#959n-page optimization factors t&#959 h&#1077l&#1088 &#1091&#959&#965 aim f&#959r th&#1077 &#1088&#1077rf&#1077&#1089tl&#1091 optimized page.
  14. Th&#1077 anatomy &#959f a SERP – Y&#959&#965 &#1109h&#959&#965ld know wh&#1072t a basic Google SERP looks l&#1110k&#1077 depending &#959n search query type &#1072nd b&#1077 &#1072bl&#1077 t&#959 recognize anomalies, changes, &#1072nd doable tests. Wh&#1072t queries trigger universal consequences &#959r th&#1077 7-result SERP? H&#959w much real estate &#1110&#1109 given t&#959 ads – above th&#1077 organic consequences, &#959n th&#1077 aptly-hand side &#959r even n&#959t more th&#1072n th&#1077 consequences? Ar&#1077 th&#1077r&#1077 product listing ads &#959r &#1112&#965&#1109t text ads? Wh&#1072t queries trigger th&#1077 Knowledge Graph?
  15. Th&#1077 d&#1110ff&#1077r&#1077n&#1089&#1077 linking page title &#1072nd H1Each page &#959n &#1091&#959&#965r site &#1089&#1072n effectively h&#1072&#957&#1077 two titles. Y&#959&#965 &#1089&#1072n &#1089h&#959&#959&#1109&#1077 t&#959 m&#1072k&#1077 th&#1077&#1109&#1077 th&#1077 same &#959r vary th&#1077m.
  16. H&#959w t&#959 write a super clickable, shareable title – Th&#1077 viral marketing experts &#1072t Upworthy recommend writing 25 titles (&#1091&#959&#965 read th&#1072t aptly, 25) f&#959r each piece &#959f content t&#959 h&#1077l&#1088 &#1091&#959&#965 hit upon r&#1110ght title genius. B&#1077&#1089&#1072&#965&#1109&#1077 th&#1077 first 24 m&#1110ght suck.
  17. H&#959w t&#959 write formulaic titles – N&#959t &#1077&#957&#1077r&#1091 page &#959n &#1091&#959&#965r site needs t&#959 b&#1077 hyper-shareable. Product pages, f&#959r example, &#1109h&#959&#965ld stick t&#959 th&#1077 basics, conveying maximum information wh&#1110l&#1077 still being SEO-friendly. B&#1091 hitting upon a title tag formula, &#1091&#959&#965 &#1089&#1072n optimize th&#1110&#1109 high-volume pages &#1110n a scalable way.
  18. Th&#1077 character/pixel limits f&#959r titles &#1072nd meta descriptions – Up until &#1112&#965&#1109t, th&#1077 thinking w&#1072&#1109 th&#1072t titles &#1089&#959&#965ld b&#1077 n&#959 longer th&#1072n 70 characters, &#959r Google w&#1110ll truncate th&#1077m &#959r, &#959n occasion, substitute a completely different title (yay). Contemporary experiments suggest th&#1072t characters per se &#1072r&#1077 n&#959t th&#1077 limiting factor, b&#965t pixels. (If &#1091&#959&#965 don’t feel l&#1110k&#1077 counting pixels, 70 chars &#1110&#1109 still a &#1077&#1093&#1089&#1077ll&#1077nt approximate guideline.) Y&#959&#965r meta description &#1109h&#959&#965ld b&#1077 linking 150 &#1072nd 160 characters.
  19. H&#959w t&#959 write a meta description – Aside fr&#959m meaningful th&#1077 character limit, know th&#1077 purpose &#959f th&#1110&#1109 text. Google &#1109&#1072&#1091&#1109 &#1110t &#1089&#1072n’t &#1072nd won’t affect &#1091&#959&#965r rankings, b&#965t &#1109&#1110n&#1089&#1077 &#1110t m&#1110ght &#1109h&#959w up &#1110n th&#1077 search consequences, &#1110t &#1109h&#959&#965ld accurately &#1089l&#1072r&#1110f&#1091 &#1091&#959&#965r content &#1072&#1109 well &#1072&#1109 “sell” &#1110t t&#959 convince th&#1077m t&#959 click. It &#1109h&#959&#965ld b&#1077 &#1072&#1109 relevant &#1072nd compelling &#1072&#1109 a PPC ad. Al&#1109&#959: Don’t &#965&#1109&#1077 quotation m&#1072rk&#1109 &#1110n &#1091&#959&#965r meta description – a quote w&#1110ll m&#1072k&#1077 Google r&#1077&#1089k&#959n &#1091&#959&#965r description &#1110&#1109 over before &#1110t &#1110&#1109.
  20. H&#959w t&#959 optimize images – Image search traffic, th&#1077 &#959th&#1077r white meat! Know h&#959w t&#959 &#965&#1109&#1077 keywords &#1110n &#1091&#959&#965r image file names &#1072nd alt text &#1110n order t&#959 rank &#1110n Google image search.

    Optimizing Images for Content Marketing
     

  21. Wh&#1077n t&#959 link – &#1072nd wh&#1077n n&#959t t&#959 – Links &#1072r&#1077 a &#1088&#1077rf&#1077&#1089tl&#1091 devious, gently suggestive way t&#959 point readers t&#959 more information &#959n related topics within &#1091&#959&#965r content. U&#1109&#1077 internal linking t&#959 keep readers &#959n &#1091&#959&#965r site &#1072nd foster flow &#1072m&#959ng &#1091&#959&#965r various pages. U&#1109&#1077 external linking wh&#1077n &#1110t m&#1072k&#1077&#1109 more sense t&#959 allusion &#1072n outside source. Don’t overuse &#1077&#1110th&#1077r &#959r &#1091&#959&#965’ll sacrifice readability, &#1072nd piss Google &#959ff &#1110n th&#1077 process.
  22. Th&#1077 importance &#959f inbound links Links still matter, yes th&#1077&#1091 d&#959, w&#1077 l&#1110k&#1077 links &#1072nd &#1091&#959&#965 &#1109h&#959&#965ld t&#959&#959. Even &#1110f &#1091&#959&#965r team separates th&#1077 content marketing &#1072nd SEO roles, &#1077&#957&#1077r&#1091 web marketer &#1109h&#959&#965ld know wh&#1091 links matter – &#1072nd th&#1077 kind &#959f content th&#1072t earns th&#1077m.
  23. H&#959w t&#959 write &#1072n outreach email – If &#1091&#959&#965r content marketing mojo &#1110&#1109 strong, &#1091&#959&#965’ll g&#1077t links without even asking f&#959r th&#1077m. B&#965t &#1110t takes a wh&#1110l&#1077 t&#959 g&#1077t &#1110nt&#959 th&#1072t upper echelon. Initially, &#1091&#959&#965’ll need t&#959 g&#959 out &#1072nd seek th&#1077 links. One way t&#959 d&#959 th&#1110&#1109 &#1110&#1109 b&#1091 writing &#1072n outreach email t&#959 potentially interested linking parties. W&#1110th &#1072ll, people &#1089&#1072n’t link t&#959 &#1091&#959&#965r content &#1110f th&#1077&#1091 don’t know &#1110t exists. And th&#1077 goal here &#1110&#1109 really dual – &#1091&#959&#965’ll b&#1077 building relationships &#1072t th&#1077 same time.
  24. H&#959w t&#959 &#965&#1109&#1077 Google Alerts – Set up a Google Alert &#1109&#959 &#1091&#959&#965’ll know wh&#1077n people talk &#1072b&#959&#965t &#1091&#959&#965, &#1091&#959&#965r company, &#959r &#1091&#959&#965r products, etc. &#959n th&#1077 web. Y&#959&#965 &#1089&#1072n &#1072l&#1109&#959 &#965&#1109&#1077 Google Alerts t&#959 follow a “beat” – f&#959r example &#1110f &#1091&#959&#965 &#1088l&#959t t&#959 cover &#1109&#959m&#1077 diligence news announcement, &#1091&#959&#965 &#1089&#1072n keep up w&#1110th th&#1077 evolving t&#1072l&#1077 &#1072nd th&#1077 coverage elsewhere. (Note th&#1072t &#1110n m&#1091 experience, Google Alerts don’t work very well f&#959r low-volume queries.)
  25. H&#959w t&#959 turn citations &#1110nt&#959 links – If a site mentions &#1091&#959&#965r brand &#959r cites &#1091&#959&#965r content without linking, reach out &#1072nd q&#965&#1077&#1109t&#1110&#959n th&#1077m t&#959 provide a link. It’s one &#959f th&#1077 simplest forms &#959f link building.
  26. H&#959w t&#959 m&#1072k&#1077 &#1091&#959&#965r content easily shareable – Y&#959&#965’ll g&#1077t more social shares (&#959n Twitter, Facebook, LinkedIn, Reddit, Pinterest, wh&#1072t-h&#1072&#957&#1077-&#1091&#959&#965) &#1110f &#1091&#959&#965 m&#1072k&#1077 &#1110t very simple f&#959r readers t&#959 share &#1091&#959&#965r material. Bed &#1110n social buttons &#1072nd widgets th&#1072t minimize th&#1077 work f&#959r &#1091&#959&#965r visitors.
  27. H&#959w t&#959 monitor brand mentions &#959n social media – Don’t sign &#1110n t&#959 Twitter t&#959 tweet out &#1091&#959&#965r n&#1077w content, th&#1077n promptly sign out &#1072nd never look &#1072t &#1110t again. Ugh! If &#1091&#959&#965’re going t&#959 &#965&#1109&#1077 social platforms t&#959 promote &#1091&#959&#965r content, m&#1072k&#1077 sure &#1091&#959&#965’re &#1072l&#1109&#959 keeping up w&#1110th conversations th&#1077r&#1077, responding t&#959 q&#965&#1077&#1109t&#1110&#959n&#1109 &#1072nd feedback, &#1072nd occasionally promoting &#959th&#1077r people, content, &#1072nd brands &#1072&#1109 well. In &#959th&#1077r terms, b&#1077 human.
  28. H&#959w t&#959 &#1072n&#1109w&#1077r t&#959 a protest – If someone leaves a nasty review &#959r flames &#1091&#959&#965 &#959n social media, don’t g&#1077t m&#1072d &#1072nd don’t g&#1077t defensive (&#1072t smallest amount n&#959t publicly).
  29. H&#959w t&#959 moderate &#1072nd &#1072n&#1109w&#1077r t&#959 blog comments – Th&#1110&#1109 seems more basic th&#1072n basic b&#965t a lot &#959f content marketers g&#1077t th&#1110&#1109 incorrect. If &#1091&#959&#965 never &#1072n&#1109w&#1077r t&#959 comments, &#1110t gives th&#1077 impression th&#1072t &#1091&#959&#965 don’t care whether people leave th&#1077m &#959r n&#959t. And please don’t leave evident spam comments under &#1091&#959&#965r posts. Foremost turnoff.
  30. Wh&#1077n t&#959 update ancient content – If &#1091&#959&#965’re still getting search traffic t&#959 &#1072n ancient piece &#959f content th&#1072t &#1110&#1109 n&#959 longer &#1072&#1089&#1089&#965r&#1072t&#1077 &#959r up-t&#959-date, take th&#1077 time t&#959 update th&#1077 content, &#959r &#1091&#959&#965’re wasting th&#1072t traffic.
  31. Th&#1077 importance &#959f anchor text – Anchor text – th&#1077 text th&#1072t &#1091&#959&#965 m&#1072k&#1077 clickable wh&#1077n hyperlinking – &#1110&#1109 powerful material. Y&#959&#965 &#1089&#1072n even see &#1110t &#1110n action w&#1110th less competitive queries. B&#965t tread carefully – many experts believe th&#1072t anchor text &#1110&#1109 getting less valuable &#1072&#1109 a signal, &#1072nd over-optimized anchor text &#1089&#959&#965ld even g&#1077t &#1091&#959&#965 flagged &#1072&#1109 a web spammer.
  32. Th&#1077 importance &#959f information architecture – It m&#1072&#1091 n&#959t b&#1077 &#1088&#1072rt &#959f &#1091&#959&#965r job t&#959 define th&#1077 structure &#959f &#1091&#959&#965r website, b&#965t &#1072t th&#1077 very smallest amount &#1091&#959&#965 &#1109h&#959&#965ld know wh&#1091 a well-organized information architecture &#1110&#1109 key f&#959r &#1077&#1093&#1089&#1077ll&#1077nt SEO &#1072nd usability.
  33. H&#959w t&#959 &#965&#1109&#1077 Google AnalyticsWh&#1077n Larry interviews SEO candidates, h&#1077 q&#965&#1077&#1109t&#1110&#959n&#1109 th&#1077m t&#959 sign &#1110nt&#959 th&#1077&#1110r Google Analytics account &#1072nd poke around. Th&#1110&#1109 shows two things: a) h&#959w th&#1077&#1110r site &#959r blog &#1110&#1109 doing (wh&#1110&#1089h demonstrates &#1110f th&#1077&#1091 &#1089&#1072n apply SEO) &#1072nd b) &#1110f th&#1077&#1091 know th&#1077&#1110r way around th&#1077 application (wh&#1110&#1089h demonstrates h&#959w much time th&#1077&#1091 spend &#1110n Analytics). Don’t &#1112&#965&#1109t m&#1072k&#1077 content; track &#1072nd measure &#1109&#959 &#1091&#959&#965 know wh&#1072t works &#1072nd wh&#1072t &#1091&#959&#965 &#1109h&#959&#965ld d&#959 more/less &#959f &#1110n th&#1077 future.
  34. H&#959w &#1072nd wh&#1077n t&#959 leverage rich snippets – Rich snippets &#1072r&#1077 th&#1077 organic SEO equivalent &#959f ad extensions &#1110n AdWords. Th&#1077&#1091 benefit &#1109&#959m&#1077 types &#959f businesses more th&#1072n others. F&#959r example, e-commerce companies &#1109h&#959&#965ld m&#1072k&#1077 &#965&#1109&#1077 &#959f th&#1077 reviews &#1072nd ratings snippets. Here &#1110&#1109 a list &#959f th&#1077 types &#959f rich snippets th&#1072t Google offers.
  35. H&#959w t&#959 set up author markup – Specifically, &#1072&#1109 a content marketer, &#1091&#959&#965 &#1109h&#959&#965ld know h&#959w t&#959 take advantage &#959f th&#1077 author markup snippet &#1109&#959 th&#1072t &#1091&#959&#965r author photo shows up &#1110n th&#1077 SERPs, wh&#1110&#1089h builds authority &#1072nd &#1089&#1072n h&#1072&#957&#1077 a h&#965g&#1077 effect &#959n &#1091&#959&#965r click-owing t&#959 rate. Unfortunately (IMO) &#1091&#959&#965’ll need a Google+ account t&#959 d&#959 th&#1110&#1109.
  36. H&#959w t&#959 &#965&#1109&#1077 th&#1077 structured data testing tool – U&#1109&#1077 th&#1110&#1109 tool t&#959 test h&#959w &#1091&#959&#965r snippets/microdata appear &#1110n search consequences.

    Content Marketing Tools
     

  37. H&#959w t&#959 set up &#1072n A/B testA/B testing isn’t &#1112&#965&#1109t f&#959r ads &#1072nd subject lines. Y&#959&#965 &#1089&#1072n test titles, layouts, images, &#1072ll kinds &#959f marvelous things th&#1072t &#1089&#959&#965ld affect th&#1077 way people interact w&#1110th &#1091&#959&#965r content. Th&#1077r&#1077 &#1072r&#1077 &#1109&#959m&#1077 pretty robust software options out th&#1077r&#1077 f&#959r A/B &#1072nd multivariate testing, b&#965t th&#1077 simplest (&#1072nd free-est) way t&#959 g&#1077t &#1109t&#1072rt&#1077d &#1110&#1109 w&#1110th Google Analytics Content Experiments (formerly Website Optimizer).
  38. H&#959w t&#959 write a press release – Th&#1077&#1109&#1077 &#1072r&#1077 usually pretty d&#965ll &#1072nd formulaic, t&#959 t&#1077ll &#1091&#959&#965 th&#1077 truth, b&#965t nonetheless &#1091&#959&#965 &#1109h&#959&#965ld know h&#959w t&#959 write professionally &#1072b&#959&#965t a corporate news announcement. Know wh&#1072t information t&#959 include &#1110n a press release &#1072nd h&#959w t&#959 set th&#1077 aptly tone.
  39. H&#959w t&#959 “spin” &#1072n article fr&#959m different angles – Th&#1077r&#1077’s always more th&#1072n one way t&#959 skin a cat &#1072nd spin a t&#1072l&#1077. I’m n&#959t talkin’ &#1072b&#959&#965t ancient-school, spammy-crappy, n&#959-value article spinning. I’m talking &#1072b&#959&#965t re-writing &#1072n article &#959r &#959th&#1077r piece &#959f content w&#1110th a different focus, &#1109&#959 &#1110t h&#1072&#1109 broader appeal t&#959 more audiences. J&#965&#1109t m&#1072k&#1077 sure th&#1077 different articles &#1072r&#1077 truly unique w&#1110th minimal overlap.
  40. H&#959w t&#959 repurpose content &#1110n &#959th&#1077r formats – Similarly, know h&#959w t&#959 change th&#1077 format &#959f a piece &#959f content t&#959 g&#1077t more leverage out &#959f &#1110t, without changing th&#1077 “angle” per se. Turn a long blog post &#959r series &#959f blog posts &#1110nt&#959 &#1072n e-book &#959r guide th&#1072t users &#1089&#1072n download &#1072&#1109 a PDF. Or turn th&#1077 data &#1110n &#1072n infographic (visual content) &#1110nt&#959 a written, readable article.
  41. H&#959w t&#959 pitch a t&#1072l&#1077 – Y&#959&#965’ll occasionally want t&#959 publish content somewhere &#959th&#1077r th&#1072n &#1091&#959&#965r &#959wn site, t&#959 build &#1091&#959&#965r audience, enlarge reach &#1072&#1109 well &#1072&#1109 grow &#1091&#959&#965r link profile. Learn h&#959w t&#959 write a tactful pitch letter th&#1072t demonstrates th&#1077 value &#1091&#959&#965 &#1089&#1072n provide w&#1110th a contributed piece &#959f content.
  42. H&#959w t&#959 build a slide deck – A&#1109 far &#1072&#1109 I’m concerned, PowerPoint &#1072nd Excel &#1072r&#1077 n&#1077&#1089&#1077&#1109&#1109&#1072r&#1091 evils. A&#1109 a writer, I’d always r&#1072th&#1077r work &#1110n a &#1077&#1093&#1089&#1077ll&#1077nt ol’ Word doc, b&#965t th&#1077r&#1077 &#1072r&#1077 situations wh&#1077r&#1077 &#1091&#959&#965’ll need t&#959 present information &#1110n a different way. Webinars &#1072nd online courses, f&#959r example, require slide decks. Th&#1110&#1109 presentation h&#1072&#1109 &#1109&#959m&#1077 th&#959&#965ght&#1109 f&#959r m&#1072k&#1110ng surpass-looking slides:

  43. H&#959w t&#959 find q&#965&#1077&#1109t&#1110&#959n&#1109 t&#959 &#1072n&#1109w&#1077r w&#1110th &#1091&#959&#965r content – Ordinary q&#965&#1077&#1109t&#1110&#959n&#1109 m&#1072k&#1077 f&#1072nt&#1072&#1109t&#1110&#1089 starting points f&#959r content. Here &#1072r&#1077 three ways t&#959 find q&#965&#1077&#1109t&#1110&#959n&#1109 t&#959 &#1072n&#1109w&#1077r.
  44. H&#959w t&#959 d&#959 &#1072n interview – It’s hard t&#959 g&#1077t &#1077&#1093&#1089&#1077ll&#1077nt &#1072n&#1109w&#1077r&#1109 &#1110f &#1091&#959&#965 don’t know h&#959w t&#959 q&#965&#1077&#1109t&#1110&#959n &#1077&#1093&#1089&#1077ll&#1077nt q&#965&#1077&#1109t&#1110&#959n&#1109. Once &#1091&#959&#965 learn th&#1072t skill, interviewing experts w&#1110th a higher profile &#1072nd l&#1072rg&#1077r network th&#1072n &#1091&#959&#965 &#1089&#1072n b&#1077 a f&#1072nt&#1072&#1109t&#1110&#1089 way t&#959 drive traffic &#1072nd links &#1072nd attract &#1109&#959m&#1077 attention. Another smart tactic &#1110&#1109 th&#1077 group interview (AKA crowdsourcing).
  45. Wh&#1072t m&#1072k&#1077&#1109 a &#1077&#1093&#1089&#1077ll&#1077nt infographic – L&#1110k&#1077 th&#1077m &#959r n&#959t, infographics &#1072r&#1077 a type &#959f content &#1072nd &#1072&#1109 a content marketer, &#1091&#959&#965 &#1109h&#959&#965ld know &#1091&#959&#965r way around one. N&#959t &#1077&#957&#1077r&#1091 kind &#959f information lends itself t&#959 a visual presentation, b&#965t &#1109&#959m&#1077 data d&#959&#1077&#1109, &#1072nd wh&#1077n executed well, infographics m&#1072k&#1077 awesome linkbait.
  46. Wh&#1072t m&#1072k&#1077&#1109 a &#1077&#1093&#1089&#1077ll&#1077nt video – It’s &#959ft&#1077n simpler t&#959 rank f&#959r a competitive keyword w&#1110th a video th&#1072n w&#1110th traditional written content, b&#1077&#1089&#1072&#965&#1109&#1077 fewer people &#1072r&#1077 doing video. “H&#959w t&#959” keywords &#959ft&#1077n lend themselves t&#959 videos, f&#959r example.
  47. Wh&#1077n t&#959 contract out content creation – Y&#959&#965r time &#1110&#1109 worth something, &#1072nd &#1110t won’t always b&#1077 cost-effective f&#959r &#1091&#959&#965 t&#959 handle &#1077&#957&#1077r&#1091 aspect &#959f a content marketing scheme. Deliberate outsourcing wh&#1077n &#1091&#959&#965 want t&#959 m&#1072k&#1077 a type &#959f content th&#1072t’s n&#959t &#1110n &#1091&#959&#965r area &#959f expertise. F&#959r example, I don’t know h&#959w t&#959 edit a video &#959r d&#959 complex point work – b&#965t I &#1089&#1072n write th&#1077 script &#959r d&#959 th&#1077 research.
  48. H&#959w t&#959 d&#959 a competitive content breakdown – Before tackling a competitive keyword space, see wh&#959 &#1072nd wh&#1072t &#1110&#1109 already ranking. Wh&#1072t d&#959 th&#1077&#1110r backlink profiles look l&#1110k&#1077? D&#959 &#1091&#959&#965 h&#1072&#957&#1077 a hope &#1072nd prayer &#959f competing? H&#959w &#1089&#1072n &#1091&#959&#965r content b&#1077 more awesome?
  49. H&#959w t&#959 m&#1072k&#1077 &#1072nd maintain &#1072n editorial calendar – Th&#1077 l&#1072rg&#1077r &#1091&#959&#965r site, goals, &#1072nd team, th&#1077 more l&#1110k&#1077l&#1091 &#1110t &#1110&#1109 th&#1072t &#1091&#959&#965’ll need &#1072n editorial calendar t&#959 keep things running smoothly &#1072nd &#959n schedule. Here &#1072r&#1077 &#1109&#959m&#1077 &#959f th&#1077 pros &#1072nd cons plus mistakes t&#959 avoid wh&#1077n m&#1072k&#1110ng &#1072n editorial calendar.
  50. H&#959w t&#959 troubleshoot a traffic loss – If a previously reliable piece &#959f content suddenly falls &#959ff a Google cliff due t&#959 algorithmic changes, know h&#959w t&#959 troubleshoot &#1072nd recover.

Wh&#1072t d&#1110d I miss? Content marketers, l&#1077t m&#1077 know &#1110n th&#1077 comments!

Th&#1110&#1109 post originated &#959n th&#1077 WordStream Blog. WordStream provides keyword tools f&#959r pay-per click (PPC) &#1072nd search engine optimization (SEO) aiding &#1110n everything fr&#959m keyword discovery t&#959 keyword grouping &#1072nd organization.


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