Also, when search is becoming more and more personalized, based on location, social media votes and personal interests, it’s almost impossible to do SEO for certain keyword on your webpage. You can’t just add specific words in your website and be shown on top of the search results for certain keywords as keywords are only one parameter on the search algorithm.
Some people would claim that I’m wrong (Just google ‘SEO is dead’ and you’ll see the whole debate…) and I’m perfectly ok with that. I’d be more than happy if you enlighten me on this. I still don’t get it! How can you do SEO when each person gets a different result adding the fact that keywords now are only a single parameter for search ranking.
So, content marketing is not about a certain keyword but about a subject you are covering. By blogging on it, you are covering the right keywords anyway, and get your word out there more authentically.
Here is a list of 20 keywords that bring traffic to Startup Noodle. I didn’t aim to rank for those, I just blog on my subject: ‘Entrepreneurship in China’ and ‘Entrepreneurship’ on general.
So, as you see I get traffic from ‘Startup pitch formula’, ‘Startup eco system presentation”, ‘Startup and tech blog china’, all are keyword I WANT to get traffic from (I also have: I’m seeking property to invest in Poland’, don’t ask me why… ).
In fact, each of these keywords who brought less than 10 visitors to the website, account for 33.6% of my visitors (This is the gray area on the pie chart),
where the more visitor dominant keywords (+10 visits) account to only 9.8% of the visits.
Further more, because of privacy issues sometimes the keyword from search traffic is not provided, and this is even a larger portion, it’s 56.6% of my search traffic! (blue area on the pie chart).
My point is: Create original relevant content and create lots of if!
Now, creating search traffic is great but this is not the only benefit from creating great content.
Sharing is caring
I just showed how much traffic content creation can generate. The thing is that if you create valuable content to your users. They SHARE it, which will bring in more traffic regardless of your search traffic.
Have a look at my referral pie. 66.55% of my traffic comes from LinkedIn, Tweeter and Facebook. That’s because people share my content and I’m able to get to a larger audience.
Of course not all this traffic is from people sharing my content but it shows how powerful social networks traffic can be. It’s most of my referral traffic.
How to distribute your content for best results
So, far we only dealt with one side of the equation which is content creation and the benefits it brings. Let’s discuss the distribution of your content. Both for the content you write and the content you read.
The content you read or consume can also be of great value to your startup. These are things worth sharing…so share them, and get more people to follow you because of that valuable knowledge you share.
Distributing the content I write.
The Content I write is being shared in 3 main social networks:
1. Facebook Startup Noodle Page
2. My LinkedIn Groups
The Content on each of these is distributed differently.
Facebook – Each new post that I publish I share it manually on Startup Noodle Facebook page (psss..It’s now the right time click on the link and ‘like’ the page). It’s important to add some kind of an intro to the post and not just share the link.This will lead to more engagement from your audience. Also, make sure you add a photo and share the post link on description it looks much better.
LinkedIn – I’m a member of 50+ LinkedIn in group. Each new post is shared manually by a virtual assistance. A while ago I was doing it myself. At some point I decided to teach a virtual assistance how to do it. It took me 1 hour to teach the person and I managed to save a lot of time as each of these submission takes more than an hour.
Tweeter – This is where the fun part begins!
Startup Noodle , is built on WordPress platform. WordPress is a very flexible platform that can be self hosted on your own hosting account (If you’d like to use hosting which specifically specializes in WordPress websites, try WP engine.They know what they do!).
Note: I’m affiliated with WP engine, but I’m glad to recommend them as I use their service. If you buy their service from this link, it will help me maintain this blog.
Tweetily plugin randomly shares your previous posts every couple of hours, so no matter if you are currently not active on Tweeter, your content is still out there representing you and getting people interested in your startup.
Distributing the content I read
As mentioned, why not make the most out of the content that you read as well? Why not share it with your audience? There are a lot of benefits for doing so.
I just started using this flow a couple of weeks ago and already see some change, especially in the number of my twitter followers. All this thanks the to guys at Buffer writing about it in their own blog.
BTW, these guys are doing amazing content marketing, highly recommended.
I used to read what people on my Twitter feed shared every day through Hootsuite and then I found a better and more convenient way: Flipboard. This app takes all the feeds from your social networks and put it into a convenient reading form.
After going through all the content for the day, I choose which of them I should save for later and share. For that I use ‘Pocket‘. Pocket is a ‘read it later’ service. Just link Flipboard and pocket and save any article that you’d like to share.
After all my articles are saved in Pocket I go through them carefully and choose which one of them I’d like to share to my social networks. The sharing of that content is done from within the Pocket app and is connected to Buffer service for distribution on all my social networks at once.
As Buffer is a service that spreads out your content on your social networks on predefined times you are able to put all the articles you wanted to share to be spread out and distributed throughout the day and night, so no matter when someone is looking for more good content, you are there!
Have a look at this diagram explaining how I share the content I write and the content I read.
Now over to you
How do you share your content? What are your strategies and tools to keep yourself out there and get more traction to your product or service. Would love to hear what you’ve got to say on the comments below.
Features image by Participatory Learning