During meetings I’ve had with clients over the last week or so, we’ve been looking at how we can boost our content marketing on their websites and on their social media feeds by creating content relating to a number of the upcoming events that are happening soon, such as Halloween, which later this week, bonfire night at the weekend, Black Friday and Cyber Monday in November and then of course t in December it’s Christmas.
It’s really important f to be thinking about how you can be writing blogs and sharing other content on social media relating to these events, particularly for your products and services that are linked to them, so you can really boost your marketing activities, focusing on the run up to them, so that your that you potential customers know about your offerings and are given the opportunity to buy from you.
Using these events are a great way to develop your content marketing strategy, so draw up a calendar of the key events in the calendar, whether they are national or international events such a Christmas, events that are local to your location, such as a local festival or carnival, or something specific to your industry and then spend some time creating content relating to those events, as far in advance as possible.
By planning in advance, you will also have plenty of time to develop any materials you want to use, be it images, flyers, posters or videos. Whatever you need to prepare, try to design them in a way that allows you to repurpose them across all your digital platforms, including Facebook,Instagram, Twitter, LinkedIn and YouTube, as well as using them for blog posts on your wevbsite, as this will increase your Search Engine Optimisation (SEO).
Video is great for promoting your business, but once you’ve made the decision to get one or more videos produced and you’ve been given the video files, what should you do with them?
The obvious answers are put it on your website and share it on all your social media channels – but how do you do all those things?
Posting your video on your website
When you put your video on your website, don’t make the mistake of loading the video file to your website, as your website hosting platform won’t be optimised for streaming video, so your video won’t play very well when people visit your website.
Video Hosting Platforms
The two most well-known video hosting platforms are YouTube and Vimeo, which both allow you to set up free accounts or channels. There are other video hosting platforms, such as Wistia, but these charge for their services.
I tend to use YouTube, because it is the second most used search engine on the internet, is owned by Google and you can link your Google Analytics for your website with your YouTube channel so you can get all your Google performance metrics in one place.
Once you have put your video on your hosting platform, you need to embed the video onto your website. It’s fairly easy to do this, on YouTube you click on the share button, go to the Embed tab, copy the line of HTML code that is shown and then copy this into your web page at the place you want to embed it on your web page. Note that there are some options available to you when you create the embed code, including video size, so choose the settings that you want.
When you embed the video on your web page, think about where you want the video to appear. In general, it is best to put the video as near to the top of your web page as possible, as you want website visitors to watch it and they are more likely to do this if they see it at the top of the page.
Posting your video on Social Media
Although it is possible to share your video from YouTube, it is better to post the video natively onto the social media channels you are looking to share it on, as the algorithms they use for deciding whether to share your post with others all favour video hosted locally over video links. Loading videos locally onto each social media platform will also give you access to post insights. Facebook in particular provides some very detailed insights to how your video is being watched and there is a second level of detail provided about the audience once the video has been viewed 100 times.
Uploading video works the same across all the platforms, but they do have some nuances that you need to be aware of.
When you load a video onto Facebook, the system will select 10 thumbnail images from the video and you can choose which you want to use. You can also load a custom thumbnail if you don’t like any of the options available to you.
Facebook also has a very good tool for adding captions to videos and as over 90% of video views are made with the sound off, it is advisable to add captions if your video doesn’t have captions already. It is possible to export the captions file to reuse elsewhere, should you wish.
Twitter is fussier about the video files you can load. It only allows you to load .mp4 and .mov formats and the video files must be less than 512 Mb in size.
Instagram will only let you load videos that are less than 1-minute-long and you can only load files from your mobile device – there isn’t a facility to load a video from a desktop browser.
LinkedIn is currently rolling out a facility to load videos natively, but this is only available from the mobile client.
What to do with your social media posts
Once you have your video on your social media platform, there are things you can do to increase their exposure. On Facebook you can share your post into relevant groups. On Twitter you can get people to like and/or retweet your posts and similarly you can do this on Instagram. Follow this link on more ideas for sharing content.
If you need more help or advice on what to do with your posts, please call me or leave a message and I will be happy to pass on my advice. If you are looking to get videos produced, let me know by calling the Red Knight Solutions offices on 02392 265725.
Content marketing is currently seen as THE way to get your website optimised on search engines such as Google, Bing and Yahoo (often referred to as SEO), but many business owners are disappointed with the results of their content marketing. Are you making one or more of these mistakes, so you are not getting the business results from your website that you are expecting?
Mistake 1 – Not understanding what content marketing means
Content marketing is a generic term used by digital marketers to describe using the content on your website to promote your business. By making sure that the text you write on your website pages, together with the pictures and video you include on it are focused on using the right words and phrases to describe your business and the services, you help Google, Bing and Yahoo understand the more about the goods and services your business offers and will show them high up in their search engine results pages when people enter those terms and phrases as a search.
Mistake 2 – Not knowing the words and phrases people would type into a search engine to find your business
This may sound obvious, but have you spent any time thinking about the words and phrases that people type into search engines that you would like or expect your company to appear on page one of google for? If not, it’s time to start thinking about them, writing them down and making sure they appear in appropriate places on your website.
Mistake 3 – Targeting individual words and short generic phrases rather than longer, more specific phrases.
Trying to get ranked for individual words and short phrases is very difficult, as you will be competing with other businesses both nationally and internationally. It is much better to try to target your content at longer phrases that are more specific. Although there may not be as many searches performed for these longer phrases, you will stand a much better chance of ranking highly for that phrase. It is also likely that the person undertaking a specific search is a much hotter lead as they are searching for something very specific and your business will be a very good match for them. For instance, it was very difficult for one of our customers to rank highly in search engine results for the phrase “Find A Care Home”, but they are now on page one of Google for the phrase “help find a care home for my elderly relative”.
Mistake 4 – Not including locations
Expanding on mistake 3, when people are searching for businesses and services they are usually looking in a particular location, so it is really important that you include location references in your content where possible. For instance, our client mentioned above is based in Hampshire and operates across Hampshire, Dorset, Surrey, Sussex and the Isle of Wight, so including these details in their content helps them to rank highly for phrases such as “help find a care home for my elderly relative in Hampshire”.
Mistake 5 – Not writing content very often
How often and how regularly do you write content for your website, either updating your pages, adding blog posts or news items? Website visitors like to see that the website they are looking at has been updated recently, so Google and the other search engines like to see this too. The best way to achieve this is by setting up a plan detailing when you are going to blog and what you are going to blog about. Doing something at least once a month shows that your website is alive and well.
Mistake 6 – Not using or optimising images
Do you include photographs, pictures and diagrams as part of your website content? It is a good idea to do so to break up your website content and make it more readable. When you add images to your website it is very important to use descriptive file names and include all descriptive details in all the fields available as Google, can’t see the picture in the same way you and I can and needs help to understand what the picture is about. You can do this by renaming the file, so for a photo rather than it being called img00012.jpg you could call it A person using a mobile phone to browse the internet.jpg.
Mistake 7 – Not using the meta data fields correctly
Sorry that this is a bit techie, but it is important to understand that within a webpage there is some additional information, known as meta data, that is not displayed when looking at a website but is used by search engines to get a better understanding of what the page is about. The two most important meta data fields for content marketing are the page title, and the page description. The method of updating these for your website will depend on the system you use to run your website. For instance, if you use WordPress to run your website then the best way to do this is to install a WordPress plug-in designed to help with SEO. The two most commonly used are All In One SEO and Yoast SEO.
Taking action to resolve these content marketing mistakes will go a long way to helping you move up the search engine rankings. If you would like help with this, please call Red Knight Solutions on 02392 265725 or complete the form below.