Unwired Web Solutions

Success... Optimized.

How Well Is Your Content Performing Across All Audiences

by

Optimized content marketing is about making your content as useful, easy to find, and easy to read as much as possible. But, like clothes, content marketing isn’t one size fits all. Just as you should wear clothes that fit the appropriate situation, all content should fit the audience you are trying to appeal to. 

The 5 Audiences

There are five primary audiences that your content should be optimized for. These include:

  • Customers
  • Social Media
  • Search
  • Influencers
  • Your business

By transforming your content to appeal to these five target audiences, you can improve your distribution results. Optimized content stands can easily stand out to your audience because you’ve tailored it to be contextually relevant to them. 

Customers

Keeping your content relevant to customers, it should be easy to read and not too challenging to consume. The best place to start is by creating marketing personas to determine your audience’s needs and wants. Start by adding an attractive title followed by an enticing image to stop readers. People see pictures 60,000 times faster than text, so it is vital to get the photo right. Think about your customer reading this content and use legible fonts, 12 point type or larger, and select an easy colour on the eyes.

Social Media

Integrate social sharing into your content by adding buttons for social media platforms your audience can easily use. Make photos pinnable for Pinterest, and incorporate reformatted text for Twitter. Think about each platform and how your content will be shared. Many experts suggest focusing on social media sharing in the first three days post-publication.

One area that many businesses overlook is the comment section on social media. Reward people who engage by responding to each and every comment. This will build relationships with your customers and show that you are a reliable, professional business.

By creating content that can transform across each social media platform, your customers will appreciate the ease and quality of the content you are providing.

Search

All content should be developed with SEO in mind. In creating content for your website, it should include keywords that will help you rank in Google when people search for what your business offers. Content should also include links to credible outside sources to increase trustworthiness.

Images should also be optimized with alt tags. Your site will gain a better ranking by describing the image for search engines and visually impaired visitors.

Influencers

A relatively new idea in digital marketing, influencers can help you advertise your business. By referencing specific thought leaders in your content, you can add credibility to your brand. Bringing influencers to your business can help distribute your content across multiple platforms.

Your Business

Don’t overlook the optimization of content to ensure visitors engage with your brand. Include a relevant call to action on each page to make it easier for your customers to know what the next step should be. Adding links to relevant products where appropriate can help customers shop easier. You can also keep up your customer’s purchasing power by adding bestsellers into the right-hand column of your site.

You must make it easy for your readers to contact you by including your physical address, phone number, and email on every page. Having a separate contact us page is also highly recommended.

Take All Audiences into Consideration

Successful, optimized content marketing should consider all audiences. For more information on content marketing, contact our experts today. At Unwired Web Solutions, we understand the complexities of reaching your target audience through content. 

How To Bring Content and Commerce Together

by

Content marketing services of Canada experts believe that content marketing has continued to grow in popularity and effectiveness with over 70% of marketers worldwide. Content can have a tremendous impact on the consumer, helping to educate, inform, and entertain as it drives sales. As meaningful content continues to become important in eCommerce, marketing specialists continue to come up with unique ways to intertwine the two.

While commerce and content may sound like separate items, it is crucial that they work together and are held on one single platform to deliver consistent results. Content marketing is the process of creating and sharing information to attract an audience. By making content available in the same space as the commerce, consumers can easily view products and find your information all in one location.

Shopping Habits Evolving

Consumer shopping habits are constantly evolving, and more than ever, they want to get to know their brand and do their research before purchasing a service or item. Brands are no longer competing based on price alone, as competition now also relies on their relationships with their customers. This means a brand must connect with its customers on all levels, including social media, through content and through interactive customer support.

It is no surprise that the brands that engage with their customers have seen a considerable rise in popularity in recent years. Marketing experts agree that the brands who connect with their customers and build loyal relationships through content will win in the end.

Different Types of Content

Content in commerce can include blog pages, social media posts, and even information directly on product pages. This is an excellent way to differentiate products or services from the competition. But, detailed stories and descriptions about a product are no longer enough. Content such as demonstration videos, unboxing of the product, and even short case studies of the product itself will help connect with the consumer. The more unique information you can provide your consumers, the better.

By providing content around the industry you serve, your customers will get to know you as a source of knowledge and insight. This will not only build trust in your consumer, but it will give you a chance to gather customer data such as phone numbers and emails in exchange for helpful content. Having reliable content full of rich information will also help ensure that your consumers share this information, thus sharing your company info. Ultimately your customers will be doing your advertising for you!

Consistency is the Key

Content marketing needs to be concise and consistent. This means you must never stop publishing. Choose how many times you will publish each week and keep it consistent if you have a blog. Your consumers will come to know when to look for new updated information from you.

Be sure to keep your content not only educational but also fun. Content marketing is vast and can include blogs, podcasts, videos, quizzes, and much more. By incorporating various types of content marketing, you can keep your customer interested longer and create interaction. 

At Unwired Web Solutions, our Canadian content marketing services can help with creating high-quality, consistent content that will keep your customers engaged. Contact us today to hear more about our services and how we combine SEO practices with content to help your site rise in ranking.

How Black Hat Techniques Could Be Destroying Your SEO

by

If you have never heard of black hat techniques, you are not alone. Most people do not know the name of these techniques, but they are still guilty of using them whether they realize it or not. While most SEO and website owners don’t intentionally deceive search engines, ignorance is no excuse. Using these unethical strategies to get ahead in search ranking will inevitably get you penalized. Turn to our team of content marketing services Canada specialists if you believe there are black hat techniques on your site that may be hindering your objectives. 

Appearing in search results is vital for business growth, but there is a right and a wrong way to climb the ranking ladder. The dark art of black hat SEO is a practice against search engine guidelines that are often used to get a site ranking higher in search results. Instead of earning the right to rank highly with search engines, black hat techniques use back door ways to trick the search engines into driving more traffic to your site. 

The purpose of search engines like Google is to provide the best results when someone searches. They want to provide results that meet their requests and ensure a great search experience. They want their products to include the most accurate information for the customer without having any spam. 

Search engine algorithms have gotten more sophisticated over time, which is why you should never use black hat SEO techniques at all costs. They will eventually recognize and penalize those engaging in black hat SEO which would be damaging to your site. 

Keyword Stuffing

One of the most common types of black hat SEO techniques is keyword stuffing. Those creating their own websites often don’t understand the correct placement of keywords or how to use them. Stuffing keywords into the text on the page or filling content with irrelevant keywords will not only create a bad experience for users, it may also cause your page to rank for unrelated queries.  

Conduct regular keyword searches to find out what people are searching for, but don’t overuse them in your content. Try to concentrate on creating valuable content that focuses on topics over keywords. 

Poor Quality Content

Content is one of the most important factors in SEO. Google recently changed its algorithms to help find sites that offer great content while keeping the customer engaged. It recognizes sites that also provide original content. At one time, it could not acknowledge content that had been copied from other websites. However, Google and other search engines can now easily find sites that merely copy content from others to try and gain ranking status. 

Try and offer quality content with helpful information that will keep your customer engaged. Many businesses provide writing services to help with the text on your site. 

Link Farms

This may not seem like a bad idea to people just starting with their business, but Google will find you and punish you if you use a link farm. Link farms are collections of websites that are developed solely for the purpose of link building. Search engines rank websites by looking at the number of links that point to the site. The more links pointing give it credibility. 

People can pay a fee to a link farm and have a bunch of links pointed to their website. These link farms generally offer low-quality content and lots of links which makes them easily found by Google. While it may be tempting to pay for links to point at your website when you are a new business, having no links is better than getting punished by Google for being associated with a link farm. Once you have fantastic content, data, graphics and other valuable content on your site, you will naturally acquire backlinks over time. 

These are just a few examples of black hat SEO techniques that could likely damage your presence in search engines rather than improve it. By working with reputable content marketing services Canada experts, you can be assured that your site only utilizes white hat SEO techniques. These types of SEO techniques will enhance your ranking with search engines rather than hinder it. 

For more information on how we can help with your SEO, contact our team today!

Why You Should Be Doing A Quarterly Content Marketing Audit

by

When looking at how to improve SEO, doing a quarterly content marketing audit is essential. While this may be a new term from some people, it has been an important part of online marketing since day one. To get the most out of your website, experts recommend doing a quarterly audit of your content. If you are looking for content marketing services in Canada, the professionals at Unwired Web Solutions have the tools to make sure your content is helping your SEO. 

The performance of any content website follows an 80/20 rule which means that 80% of traffic is a result of just 20% of content. This means that only a few articles are the ones pulling traffic and creating conversions. The trick is making sure your 20% is performing well and keeping up to date information. 

Why You Should Do an Audit

A well-performed content marketing audit can provide deep insights into your marketing strategy in terms of the blog articles and content that are performing the best. Most people tend to write content and never go back to it once it is published. However, over time it may become outdated or completely irrelevant. 

This is why it is a good exercise to keep revisiting your content quarterly to keep check on its usefulness and make sure all the information is up to date.  

By performing a well-executed content audit, you will find out which pages or blog posts are your top performers. You will also find which topics your audience most engages with, and it can give you a chance to find any posts that have exceeded their expiry date. Your audit will provide insights that will enable you to increase the focus on future efforts to increase sales, provide lead generation, and give you details about your marketing progress. 

Before starting your quarterly audit, it is necessary to define your objectives. A content audit is not an easy task and can strike fear into the most experienced marketers. By clarifying your business needs you can objectively look at your content and see if it covers what you want to achieve. 

By defining your business goals, you will be able to select performance parameters and list the best content classified into 4 categories. These categories include:

  1. Engagement metrics
  2. User behaviour metrics
  3. SEO metrics
  4. Sales metrics

Create Content Inventory

Before deciding on how to audit your content, it is important to decide what type of content you need to review. Internal content such as blogs, news, product reviews, landing pages, or external content can all be part of your audit. 

Once you have decided where you will put your focus, you can start your inventory. Collecting the URLS’s of all the webpages you want to analyse is called a link analysis. This will provide a list of all pages that need to be checked for your audit. 

As you analyse each page, recording your data in a spreadsheet will provide a quick and easy way to reference each one later in time. This will also allow you to get the full picture and draw inferences about your site by looking at your metrics as a whole. 

Assessing Your Content

By evaluating each piece of content, you will be able to place them in one of three categories. 

  • Keep: This category will contain pieces that perform well and will be kept as part of your future content marketing strategy. 
  • Update: This content needs to be updated to make it more efficient or relevant to future searches. 
  • Delete: This is content that is beyond improvement and updating it will take too much effort. This can contain content that was set up for seasonal marketing that has since lost its purpose. 

While performing your content marketing audit it is necessary to keep your long-term marketing strategy in mind. By finding your successes and failures you will be able to understand what changes need to be made to reach your target audience and get better conversion rates. 

In today’s fast-growing world, performing an audit regularly is necessary to stay relevant and improve your online engagement. A frequency of 3 to 4 times is recommended, though you can adjust this to suit your company. Performing a content marketing audit is no easy feat, and many people need content marketing services to help them perform the task. If you want to make sure your site is up to date and at peak performance, contact our experts at Unwired Web Solutions today. We will be happy to assist you with your audit to make sure you are getting the SEO exposure your business deserves. 

4 Tips To Help Improve Your Website on a Small Budget

by

Online marketing is an essential part of growing a successful brand in today’s world. There are thousands or millions of potential customers waiting for you online. However, many websites and business owners only have modest budgets at best. Therefore, it is helpful to know some effective promotional strategies that can be implemented without spending a lot of money.

1. Do Some Keyword-Based SEO

Search engine optimization is the process of improving your online content to ensure that it ranks highly on search engine results pages. Advanced SEO requires knowledge, experience and the right tools. However, you can get started with some basic keyword research. For example, Google offers the Keyword Planner, which can help you find some valuable keywords for your website.

Look for keywords that are highly relevant to your site but not overly competitive. You are going to have a hard time ranking highly for “athletic shoes,” but you may have some success with “running shoe store in Kitchener,” for example. Add these keywords naturally into your website content.

2. Create a Content Marketing Strategy

Content marketing is a technique that involves publishing informative blogs or articles that your audience is likely to search for. Returning to the athletic shoe example, you could publish some guides on how to find the right fitting shoe for different foot shapes and sizes. Another option may be a list of common foot injuries from running and how to resolve them.

With the right content management system for small business websites, you can easily create and share web content. This technique is completely free but can be time-consuming to do yourself.

3. Create a Google Business Listing

content marketing strategy

Google offers numerous tools to help businesses easily reach their customers. If your business relies on a local audience, a Google Business Profile listing may be one of the most valuable options for you. When you search for a business, you may have noticed that some have a box on the right side of the results. This includes key information about the company. You can control this with your Google business listing.

Sign up for Google Business Profile. From here, you can edit the information in your business listing, including address, open hours, website, phone number and more. This is something that every company should do. However, it is typically most impactful for local brands. It is a must-have local SEO tool.

4. Establish an Email Marketing Campaign

You can create an email marketing newsletter. Collect emails from current and potential customers and send them periodic messages that include information on sales promotions, new products, and special events.

The key to effective email marketing is providing value to your recipients. In other words, your emails should be about topics that attract your readers. It can be helpful to segment your email list based on interests.

Gather emails by offering something free in exchange for contact info. For example, you could provide some useful content or a webinar that requires registration using an email address. Alternatively, offer free tickets to an event in exchange for subscribing to your newsletter.

Get Professional Help

The above strategies are either cheap or free if you do them yourself. However, they can be time-consuming. If you are struggling to keep up with the marketing workload or want to achieve better results, consider hiring professional help. It is often a smart investment to hire a marketing agency and dedicate your time to running your business.

Unwired Web Solutions can help. Our team has empowered brands in Ontario and the rest of Canada to reach their growth goals. We offer options for SEO, web design, content marketing, and other services. Contact us today to learn more about these services and how we can help.