TAMPA, FLORIDA- I wrote a few days ago about five ways to market your content that you probably aren’t using, but should.
The reason I assume you probably aren’t already doing this is based on study results released by SEOmoz in August during a webinar titled “The State of SEO & Internet Marketing in 2012.”
SEOmoz CEO Rand Fishkin suggested the underutilized outlets are where opportunity lies, and I agree. Following are five more areas that fewer than 30 percent of those who participated in the survey claimed to use:
1. White Papers
The value of white papers is best explained by the pros over at Merge: “A white paper is a PDF. A PDF can be indexed by search engines. A PDF can be optimized. White papers, when properly optimized, will help your SEO efforts.”
I have a friend working on her MBA who can’t get enough of these things. I don’t blame her. Less than 30 percent of those who participated in the survey claim to use them, but infographics are an incredible vehicle for sharing information. We are visual people. We like pictures and images. Combine that with valuable information and we’re being entertained and educated at the same time. The folks over at Brick Marketing say an infographic essentially is “link bait,” which is Web content created to garner attention. Good infographics also are interesting enough for people to pass on.
3. Polls & Surveys
The fact that I’ve referenced the SEOmoz survey three times in my last three blog posts makes my case. People love facts and figures and when it’s about a topic they find interesting, they are likely to write about, share it and link to it.
4. Audio, music and/or podcasts
Less than 10 percent of those surveyed are using this outlet. Talk about untapped opportunity! This is yet another area where you can attract new visitors to your site and build your credibility as an expert in your field. Podcasts can build your audience. Are you in a band? Giving people access to hear a song can generate fans. Have you conducted a lecture that you feel would have broader appeal if only people heard it? Create a podcast of it.
5. Community News Sites
This one wasn’t in the SEOmoz survey, but it’s worth mentioning. I live in a community that has a variety of community news sites that are followed by residents. If you have a business that depends in part on local foot traffic for your livelihood, this is a great way to generate conversations about what you do and perhaps persuade people to visit your business, all while also earning valuable backlinks. The community news sites in my area will allow almost any resident to post. Just make sure you don’t post garbage. Give people something of value to read.
Lots of people who know about search engine optimization know enough to understand that content is where it’s at if you’re looking to improve ranking on Google. But please don’t stop at that notion. It’s so much more. That content needs to be relevant, interesting and readable.
I firmly believe that these largely untapped sources of marketing your content can be game-changers of used correctly. I hope you’ll try some and report back to us in the comments section on the results they generate.