We get approached on the regular by bloggers interested in working on paid opportunities with companies. Considering that’s what we do it’s not really a huge surprise! And, I am more than happy to get these emails and approaches.
I love meeting new bloggers, especially bloggers who really put their heart and soul into what they do. And I am always looking to make new connections.
However, I have noticed that many bloggers don’t really know the best way to present themselves and their talents in these emails.
It’s probably quite confusing to know how to present yourself, there isn’t really much advice out there for this kind of approach.
And, it’s difficult to the get into the mind of a Marketing Manager or a PR person or an SEO manager etc etc.
Bloggers need to get their name out there and pitch to a wide number of different people so, how to know the right approach for the right person?
Well, I’m going to make it super simple for you. Because, you might think that you need to present yourself entirely differently for each group of people, but actually that is not the case and not the most important factor in your outreach email.
The most important factor is how you position yourself in your outreach email.
Do you come across as hard working, passionate & reliable?
Do you come across as someone who just wants to make a quick buck.
To highlight exactly what I’m talking about, this is the type of outreach email you should avoid!
I am (name) and I run (name of blog)
I have (x number of traffic) and high DA of (DA) and I write about (one top level topic). I’m reaching out because I’d love to work with you on any sponsored content opportunities you have coming up.
Look forward to connecting with you!
Unfortunately, the majority of the bloggers who have approached me place themselves into category 2 and send the above kind of outreach email.
So, if you are a blogger reading this and your outreach email does look like this, don't worry you are not alone on this.
Around 95% of the emails I get are like this.
I’m not saying that those bloggers do just want to make a quick buck but that’s what I feel from this kind of approach. In a second I will give you a view of my thoughts as I read the above email to help you understand what a marketing person or PR agent might think whilst reading this email.
But before that, I just want to ask for your support - lets go heart to heart, because I want you to understand why I'm writing this post & why I am so passionate about working with up and coming bloggers.
This is important, because I don't want you to feel as if I am writing this to tell you off, or looking down on you in anyway.
Reasons why I choose to work with up and coming bloggers
Running a blog & gathering a loyal audience is not easy, making a business out of it is even harder. I personally know that, being someone who has failed at it many, many times !! I have a lot of respect for a single individual who has managed to form any kind of community because it takes hard work, dedication and a lot of soul journeying.
I also love writing.
There is something very powerful about written words.
It gives more opportunity for the reader to reflect, unlike video or podcasting which tends to be more passive, words connect in a way that sound can't.
Number one, I just respect and admire what you do.
As a Marketer I've always seen HUGE merit in working with grass roots communities. Small but loyal audiences are very powerful. I've always believed that, and I have always chosen to support those bloggers. Planetd is one example, now one of the most popular travel blogs of all time.
I was the first person to work with them on a campaign, to continue to support them on their travels. What's more, they remembered that, they thanked me for believing in them at that time, that really touched me.
Because really, it was the other way around. I was shocked by their gratitude.
Because, the audience they already had at that time was so much more valuable than they could have imagined. We tend to lean towards bigger is better. But actually, no, that's not true. It's about quality and connection. That's what is lacking online.
Number two, small communities still have this connection and therefore huge value.
So, here is the truth
Everytime you send an outreach email which doesn't fully represent your true passion and goals, your ambition and your tenacity, you undercut yourself and all of the other bloggers out there trying to make it happen as well.
Up until now companies have not seen the true value of what small bloggers offer, but that is starting to change.
It would change a lot more quickly if bloggers communicated in a way which truly represented their value. I can see why you might send an email like the one above, there are so many people to connect with, you just want to monetize your blog and make a bit of money out of something you've worked so hard for.
But, as with all businesses, short term thinking rarely gets very far.
So, if you have ambition to become a full time blogger then please hear these words. Take a moment to reflect on them and look at how you communicate your talents.
Let’s break it down line by line and I will tell you what I am thinking when I read this, hopefully this will give you an idea into the psychology of a Marketing person reading this kind of outreach email.
Hello (name) - no comments, can’t go wrong with this!
I am (name) and I run (name of blog)
My comment - okay, but this doesn’t tell me much. I’m wondering, why do you run this blog, what started it, what is your why?
I have (x number of traffic) and high DA of (DA) and I write about (one top level topic).
My comment - thanks for including your traffic figures that’s helpful but what about your engagement? What about your audience? Who actually reads your blog? Because I’m trying to think of the right opportunities but I have no idea, if I don’t know whether your readers are high net worth professional men with families who like golf & tennis or millennial women in their late 20’s who like yoga, meditation, health + fitness. I also don't know what traffic means. Does it mean pageviews or unique visits? And, the fact you haven't given me any detail here also also makes me think you don't know you audience which means that you are unlikely to have a highly engaged one.
Thanks for telling me your DA it does give me a rough indication of where you blog sits but what about previous campaigns or content you’ve done before? Has it gone well? Are you new to this kind of engagement or are you a blogger who has worked with hundreds of other companies?
Thanks for including your top level topic, yes that helps me to define roughly what niche your blog sits in but what about breaking it down. So you are a beauty blogger, does that mean you like natural products or cheap products or you mostly focus on promoting skin products or maybe make-up. I need to know specifically what you write about so I can tie in the right companies.
I’m reaching out because I’d love to work with you on any sponsored content opportunities you have coming up.
My comment - Maybe I’m wrong but as soon as I read this I just assume all you care about is the money. This just makes me think that you don’t actually care about which products or services you promote to your audience which makes me think that you probably don’t have a particularly high engagement or a loyal following because readers just see straight through that.
I want to know WHO you want to work with and WHO you enjoy promoting so I can find the RIGHT opportunities for your audience.
I feel like honesty is the best policy here. There are a lot of complaints about SEO companies, PR Agents not treating bloggers correctly and currently the relationships are tense.
It would be really, really helpful if bloggers stopped outreaching in the above way.
In a second I’ll give some tips about how you can approach in the right why but first; why is this so important?
The reason a blogger should not approach a Marketing Manager, PR person, SEO manager in this way...
1. The Marketing Manager will come away from reading the outreach email thinking this blogger only cares about making some money now and is not interested in a long term relationship which in the end would be more fruitful for both parties.
2. The Marketing Manager can't send over the right opportunities either, because there is limited information.
3. The Marketing Manager is inclined to think this blogger doesn't know their audience very well, and doesn't have a clear purpose, so assumes the blog is low quality.
Those are the truth bombs.
Let’s move on to some tips about how you can approach companies in the future.
Who do you prefer to work with long term?
The person who emails you and immediately asks for something. Or the person who just reaches out to say hello and establishes a connection?
So, that’s the first thing to tackle.
Remove any mention of paid + sponsored opportunities from your email. If you feel you need to, state that you are open to paid collaborations. But, there is no need to ask "do you have any campaigns for me" right in this instance.
Think of this email as an introduction. You are just reaching out to someone to say hello, get on their radar and make sure they know exactly what it is you write about so if future opportunities come up they can get in touch.
What to include in your outreach email?
Here is a breakdown of items to include in your outreach email:
We are always looking for new bloggers to connect with. So, if you are an up and coming blogger then please get in touch with us via our Enquire form.
Use it as practice for your new type of outreach email if you like, please include the details from the list above!
You can also sign up to our platform; Guest Bloggers Wanted for free and apply for new opportunities there.
I’d love to know if you have experience introducing yourself to other companies. What has worked and not worked for you? Tell us in the comments and let’s grow together!
You want to deliver a micro influencer campaign for your client because you know it’s going to spark real conversations which will turn into traffic and sales. But you have know idea how to go about finding, identifying and building a relationship with a micro influencer.
Before we get into the detail of how you can find micro influencers let’s identify what exactly we mean by micro influencer. Because, this is a relatively new term.
A few years ago marketeers talked about influencers and bloggers.
Influencers were those people who had amassed a celebrity like following of millions of fans. They could be a youtube star, Instagrammer or blogger. Usually they’d have a presence across multiple platforms.
Working with an influencer is likely to cost anywhere from $50,000 and up for a campaign. But for that, if you work with the right one your brand is likely to take off.
Gary Vee for example just did a collaboration with K-Swiss. They sold out in a matter of days. And created a lot of exposure for the brand.
Then marketeers talked about bloggers. Of course split down into different levels, but mostly split by the domain authority of their website.
Influencers were about brand awareness and driving direct traffic and sales. Bloggers were about building links and organic traffic.
That has shifted.
Because now Marketers are recognising the huge opportunity that some small blogs represent. And that is small but very engaged and loyal following of readers. So, there are now two categories we talk about.
What Is A Micro Influencer?
A micro influencer is someone who has a highly engaged audience. They are everyday people with an authentic following of 3000 people or more.
What To Look For In A Micro Influencer
When looking to engage a micro influencer there are two main areas you must focus on.
Just because one person writes about beauty doesn’t make them a great fit for your brand. For instance, say you are promoting a natural skincare product like Bull Dog.
You don’t want to work with an influencer who doesn’t care about using natural / organic products. So, it is very important to really look into who you want to work with and why. Make sure you understand what they are about further than a top level scan of their site.
It is also vital to understand how engaged their audience is. They cannot be categorized as a micro influencer if they don’t have anyone listening to what they have to say.
Remember, we are talking micro here, so it doesn’t need to be a landslide of engagement. But a blog which doesn’t have any comments or social shares should raise alarm bells.
The best micro influencers also engage with their audience in the comments. They take the time to offer additional value and get to know their audience. This is where the real value comes from working with a micro influencer.
How To Find Micro Influencers To Spark Real Life Conversation
So, now that you are all clued up on what a micro influencer is, how do you find them! Since there are different ways you can work with them to promote your clients products or services its going to change depending on your campaign.
Some influencers have a bigger presence on one platform over another. Let’s go through some different techniques now!
How To Find Micro Influencers On Instagram
Instagram is a great place to go and it is very easy to tell who has engagement and who doesn’t on this platform. Search for influencers by using hashtags relating to your product or service. Make sure you build your list on engagement levels instead of just pure follower count.
Or, use a marketplace like Starngage which connects brands with influencers.
Use an outreach or a relationship management tool
Another way you can find micro influencers is through an outreach or relationship management tool. There are a few different ways you can do this. And these work best if your campaign revolves around producing guest post content on the influencers website. Let’s go through a couple of those tools now.
This is every content marketers central tool! Enter a keyword and discover the most popular content on that topic. For the basic tool Buzzsumo is $79 per month which gets you an unlimited number of searches. The paid plan is needed if you are looking for micro influencers because rarely will they appear on the first few results you get when you trial the tool for free.
I used Pitchbox for several months and found it a fantastic tool for outreach. The great things about Pitchbox is it can integrate your email management which can get to be a bit of a nightmare when trying to connect with hundreds of influencers.
What I didn’t like so much was their prospecting, I found that I was doing a lot of manual work and creating lists which the platform told me it could do. So, I moved on.
3. Ninja Outreach
I moved on to Ninja Outreach. This is a tool which is focused more on the prospecting than it is on the emailing.
This tool will help you discover micro influencers and build lists of potential contacts to reach out to an engage with. You can also conduct your communication through the platform as well.
For a different way to go about prospecting Marketplaces like tribe are really intuitive and easy to use. You don’t have to mine a ton of data.
The influencers are already inside the platform and willing to work with you! Pricing is already set and everyone is clear on expectations. I find it a lot easier to go about prospecting in this way.
5. Guest Bloggers Wanted
This platform is one that we at Ginger Marketing built! It helps companies hook up with micro influencers from the UK specifically for the purpose of creating epic blog content.
It is still a small community but that is actually beneficial in many respects as there is not a ton of contacts to go through and sort through.
I love using Guest Bloggers Wanted for our our content marketing campaigns at Ginger Marketing. A marketplace is definitely the type of tool I personally like to work with.
As usual let us know your thoughts in the comments below!
Today's guest post is about a very important topic, longtail keyword research and I'm excited to introduce Sameer Panjwani the CEO of Mondovo.com to take you through what is the foundation knowledge you need to execute SEO now and in to the future!
Mondovo.com is an online marketing toolset that helps you track your rankings, monitor your site stats and research your competitors'.
A man of many talents, Sameer is currently on a mission hunt to help 1 million businesses grow organically through his products and services.
Without further ado, let's get in to it!
Long tail keywords are longer, more specific keyword phrases you can use to draw traffic to your site.
Using keywords is a highly useful marketing and SEO tactic, but long tail keywords are even more valuable because they drive better and targeted traffic.
Using a free keyword research tool can help you find the right long tail keywords and save money.
Using Long Tail Keywords
Long tail keywords seem counter-intuitive because they are very specific and seem not to optimize well. However, if a user searches Google for ‘shoes,’ the results will vary greatly in design, quality, size, brand and other innumerable variables.
However, if someone searches for ‘brown suede knee-high boot,’ the results are tailored specifically to that user’s needs.
These types of users have buying power because they already know what they want. By searching for narrower terms, they expect specialized results, and they more than likely already plan to purchase an item when they find it.
Not only that but for smaller companies, it’s harder to increase traffic by generic search terms alone. There’s too much competition.
Long tail keywords are an integral part of any marketing and advertising strategy. It may take more work, but in the long run, the results speak for themselves.
Managing long tail keywords requires establishing better lines of communication between a business and the market actively shopping for their products. If you understand what people want about your product or service, you can optimize these keyword phrases to your benefit.
Benefits of Long Tail Keywords
Long tail keywords draw less traffic, but the traffic is more focused, committed, and desirous of the product or service.
Long tail keyword searches comprise roughly seventy percent of page views. It seems like generic search terms generate more traffic, but that’s only the case for a select few who already have a large percentage of the market voice.
Just ten to fifteen percent of searches involve single keywords, so the likelihood of a user finding your site amongst all of this noise is low.
Optimizing for long tail keywords is cheaper than single keywords because there’s less competition.
Advertisers or marketing teams working within a budget find that running paid campaigns on long tail keywords pay less per click because there are fewer bids on these keywords.
Using a free keyword research tool also saves you money over the expensive subscription-based products.
Long tail keywords also improve search engine ranks because the market isn’t over-saturated with them and there are fewer pages that show as a result of the search.
Businesses that use long tail keywords inevitably display near the top of the results because they’re one of the only websites optimized for that keyword phrase.
How to Find Long Tail Keywords
Getting past the same keywords everyone else uses is tricky. There are a lot of tools on the market to analyze keywords and optimize websites, but when everyone is using the same tools, it’s hard to generate unique suggestions.
Here are some ways to circumvent popular tools and find long tail keywords the competition isn’t using.
Scrolling to the bottom of the search results on Google displays related searches. If someone searches for ‘delicious coffee,’ longer phrases Google suggests might include ‘iced coffee drink recipes’ or ‘coffee recipes with pictures.’
Using close variations of the original keyword yields better results because they’re not as popular as head or body keywords. On rare occasions, may even get lucky enough to find a related term that’s not a direct variation of the original. These are keyword gold.
Brainstorm ideas by checking out industry forums or question and answer boards. These online communities host hundreds, if not thousands of people asking questions related to specific industries and products.
If someone is asking a question in a forum, they’re also asking that question on Google. When Google didn’t have what they were looking for, they found a forum that might help.
These are gaps in Google’s search results of which marketers and advertisers can take advantage.
Google Trends shows high-volume keywords before Google Keyword Planner finds them. Google Keyword Planner suggestions are optimized, but the problem is everyone is using them.
Google Trends is a little-known tool, and the Google Suggest feature quickly checks a keyword’s popularity over time, providing valuable insight into which long tail keywords perform most consistently.
Keywords, tools to analyze keywords, and sites that rank using the same keywords as everyone else saturate the market. There’s no one-size-fits-all formula for how to find and use long tail keywords.
Research is a critical piece of a long tail keyword strategy because it identifies gaps in the market where success is more likely.
By using a free keyword research tool, you can stay ahead of the curve by understanding and appropriately using long tail keywords to increase site traffic and conversions, rank higher on search engines, save money, and steer clear of the competition.
As usual please let us know your thoughts in the comments below. Do you have a strategy for optimising your content around longtail keywords? Do you have a specific tool you use for your keyword research?
You haven’t been hiding under a rock for the last 5 years, so you know what influencers are. PHEW! But now this new term "Micro Influencer" has come along and you're scratching your head.
What is a micro influencer?!!
Is it a legit way to market products or just some new fad.
No-one wants to use a faddy, headline grabbing strategy which doesn’t get results. That’s a sure way to get the boot.
As always the first place to go when analysing such matters… GOOGLE TRENDS! There is no better way to get a feel for the market than Google’s bright, shiny graphs (which also make great screen grabs to show clients, by the way).
Blue: Influencer Marketing
Red: Micro Influencer
Blue: Micro Influencer
Influencer Marketing has been growing in popularity for the last 5 years and it is going through-the-roof right now. Micro influencer is a new term which has only just started to rise in popularity in the last year. It is still very, very new!
The concepts which these terms represent have been around for a lot longer of course, there is just a new name for it. Product and service endorsement has been a technique used by marketing professionals for hundreds of years.
Recently this technique has had a revival in response to the growing distrust from consumers at being “advertised to”.
Influencers & micro influencers recommend products and services to their audience which leads to trust and sales.
So, What Is The Definition Of A Micro Influencer?
A micro influencer is an online personality with a small but highly engaged audience. It is so new that the industry hasn’t exactly defined “small” or “engaged” yet. As a rough guide, they should have over 3000 social media follows and several thousand pageviews a month to their blog (if they are a blogger).
What is more important is the level of engagement + trust they have with their audience. A micro influencer is probably on a first name basis with many people in their audience, they will have regular readers who they speak to in the comment section of their blog. Many have even met up with their readers in person at blogger events.
Why Are Micro Influencers Important For Brands?
Let me ask you a question. Why do we even bother marketing products and services? Why do we need to generate ad copy and graphics and come up with campaign plans etc etc?
We do it because we must generate trust.
Trust is the most important asset a company has and everything we do as a Content Marketeer is about building more of it with potential customers.
As Jones and Leonard states in this study,
“It is fundamental for both the firm (in B2C exchanges) and for the individual (in C2C exchanges), to know how to generate trust and understand perceived risk so as to achieve satisfactory sales relations in an online context (Constantinides, 2004; Jones and Leonard, 2007; Chen et al., 2008)”
Trust is so, so important, especially in an online context when clients often don't get to meet you.
Working with micro influencers is like working with something who can recommend and ad their stamp of approval to your product or service.
Micro influencers can spread word of mouth recommendation because they are actively engaged with their community and know some of them personally and face to face. But, they have a slightly wider reaching audience so they can also spread the recommendation further than 1-2-1.
So, stop looking at smaller bloggers as just a low quality link building opportunity. NO! You are completely missing the point. They are very, very valuable people who have a small but high engaged following which can transform the success of your campaign IF you approach it in the right way.
How Can Micro Influencers Fit Into Your Client's Marketing Strategy?
When it comes to selling something to clients the first thing they want to know is ROI. You must be able to prove and show some measured effect you have created from your campaign. As such I recommend you fit micro influencers into your marketing strategy via Guest Posting.
It is the simplest way to ensure you will always have some solid traffic growth to show your clients. At the same time you are also executing your micro influencer campaign & growing trust.
Your guest posts build back high quality links to your clients which grows organic traffic.
Your guest posts also start word of mouth conversation & improve positive sentiment which grows trust.
Measuring trust is a little bit harder to prove to a client than showing them an organic traffic chart going in the right direction.
Top Micro Influencer Platforms:
The easiest way to find micro influencers is through a platform or by working with an Agency. Ginger Marketing can help you with your micro influencer campaign if you are targeting a UK audience, so get in touch via our Enquire form and lets chat!
If you want to DIY your campaign but just need the connections there are several platforms you can use.
Guest Bloggers Wanted is a micro influencer marketing platform which is UK focused. If you want to make a big impact on a small budget then check it out and post up your projects for free.
Tribe is an influencer marketing platform which connects bloggers and brands together. If you are focused on a USA audience and have a larger budget then check out this platform!
We hope you've learnt what a micro influencer is and encouraged you to add working with them to your strategy. As usual let us know your thoughts in the comments below!
Micro Influencer campaigns are more than a buzzword, they are capturing the attention of Marketers because they also deliver bottom line, tangible results. Show your SEO clients that you are looking out for them and that you want to deliver the highest possible value.
7 Reasons To Pitch Working With Micro Influencers To Your SEO Client
Hello Society, which was acquired last year by New York Times did a recent study which found micro influencers with fewer than 30,000 followers were more beneficial for Marketers to work with than larger accounts. One reason is that Micro Influencers are 6.7X more efficient per engagement than larger followings.
There is a lot more visible interaction & two ways conversation going on, simply because a micro influencer is able to make their platform more personal as it is smaller. This feels akin to word of buzz and grassroots marketing, smaller and more trustworthy. Whereas working with a large influencer with celebrity status is akin to advertising and celebrity endorsement which consumers no longer trust.
2. Your Placement Will Get To The Homepage & Pick Up Visible Enagement
Place your content on a large site like Huffington Post or Entrepreneur and it is unlikely to make it to the first page. This can leave a client, who is not always clear on the rules of PR and Digital Media feeling disappointed when the money they have spent hasn’t landed them a front page placement. This effects can get compounded if your placements is clearly hidden to the point that know one has shared it or commented.
It is know longer just about the link. Putting a placement with a micro influencer, as long as you have set the relationship up first you will get to their homepage and what’s more you will also get social media promotion and engagement as well. All of which can be reported back to your client.
3. Your Clients Budget Will Spread Further Which They Will Thank You For
There are services like Ginger Marketing Guest Posting, which focuses on delivering high quality placements at affordable prices. You are able to White Label our service, markup the price and still offer your SEO client value. A budget of £1,400 gets you 7 placements with Ginger Marketing Guest Posting Services. Comparatively, PR placements can cost £600 - £800. Clients who receive a report with 7 monthly placements are going to feel a lot happier than clients who get a report with 2.
4. Micro Influencers Drive More Conversions - Win, Win!
Another study in 2016 found that it’s not just conversations that micro influencers spark but sales as well.
“Our research shows that real life influencers who are passionate about what they are recommending have significantly more buying conversations, and consumers are more likely to act on their recommendations.”
Find that hard to believe? Have a think about your own buying behaviour. Are you more likely to buy something based on a recommendation from a friend or a celebrity? There is a different tone to the authority that micro influencers have and you can’t beat this genuine trust that they have built up.
5. Boost Your Search Campaigns With High Quality, White Hat Links
Let’s talk about links. After all, you are an SEO Agency and your clients are working with you to grow their search engine traffic. Micro Influencer placements can be very powerful. We’ve had comments about the rank results of our service such as “the client doesn’t even need us to prove we are doing a good job, they can see it themselves”. When feedback like that is given freely it is not only very exciting to hear, but it makes me very confident that our service provides bottom line ranking & organic traffic growth results.
6. Clients Like An Agency Which Delivers New Ideas & Innovates
Consistency is good. Setting a strategy and delivering on it month after month, showing reports and delivering reports. But, clients also want to see innovation. They want to feel like you are looking after them, thinking about ways you can get them even better results. Clients who feel like you have forgotten about them and have moved on to prioritise newer clients will likely get restless and start to look elsewhere.
What is more exciting than pitching a client with a micro influencer campaign and detailing out the provisional results they can expect! What’s more, using an Agency like Ginger Marketing, who specialises in providing White Label Solutions to SEO Agency’s, you don’t need to skill up or hire anyone else onto your team. You are able to bolt on this solution with minimal risk and keep your SEO clients happy.
7. Micro Influencer Campaigns Are Easy To Scale (with a specialist, hint, hint)
The best solutions are those that are possible to test and then to scale up. You want a solution which you can provide to your clients month after month and still provide great results. This is possible to achieve with specialist who already has the contacts and skills.
Outreach starting from ground zero is tough to scale, but, with the right partner it is possible to do and maintain high quality. And, quality is important, especially when we are talking about scaling! We are easily able to mix up the content topics, niche and style of content two.
Want to ask 20 fashion micro influencers to showcase a Winter Outfit and include your clients woolen jumper - we can do that.
Want to ask 15 micro influencers to give their top blogging tips and include your client’s tool - we can do that.
Want to spark real conversations about how to save money and include your client as one of the top ways to do so - we can do that.
This is marketing at a grass roots level + it’s scalable too. Win, Win.
If you’d like to speak to us about our Guest Posting Service then get in touch. Speak with Director, Cheryl A Clarke and see if Ginger Marketing can assist you.
In May we asked SEO Agencies for their top SEO tips in 2017. It was fascinating to see so many of the answers centered around creating great content for the audience.
Out of 15 responses, just 12 were relating to improving the quality of the content either on or off site.
It is clear that many SEO Agencies have transformed into Content Agencies.
That’s exactly what Google was wanting to happen, however, it does come with many challenges. The main challenge is, traditionally SEO was a technical discipline suited to data driven and technically minded people.
Increasingly what is needed are creative & imaginative people who are great at creating content.
Content which connects.
Which - let’s face it - is easier said than done.
Just 34% of B2B & 35% of B2C Marketers say that their Content Marketing Strategy is effective in helping their company achieve its goals, despite a 75% increase in content marketing investment.
Pouring money at the problem isn’t helping.
We have an issue!
The point is not to put down all of the hard work that goes into Content Marketing. It is not an easy task. Competition is fierce and it is very difficult to be heard with consumers spending less time than ever concentrating on any one given screen.
We are transitioning from the click web to the attention web. And I feel that needs a bit of explanation as it is a very interesting topic brought up by the CEO of Chartbeat.
Click through rates used to be one of the most important metrics. Just tell me how many people actually came to your site. This is no longer the case. Now it's about dwell time. Tell me how many people actually read your content and enjoyed it.
This is the challenge that content marketers face.
Amidst this challenge we also have the even tumultuous client - agency relationship.
Very often it is not the Agency’s fault that the content is less than creative. Clients, especially large ones tend to push back on big ideas because they are too risky.
Whilst I don’t have a magic wand to wave and solve an entire industry's problem - Seth Godin, can you help?
I do have one potential solution.
There are a very large group of people that spend the vast majority of their spare time creating content for their audience.
I’ll admit, there are some that haven’t quite cracked it yet, but there are many that do an exceptional job. For example, Ana from Faded Spring. Like many micro influencers, Ana has a background in journalism which means her content is outstanding.
Despite only blogging for several years she has attracted over 11k Instagram Followers who follow her vibrant, straight talking and edgy content. Her engagement is through the roof because she is honest, raw & speaks to her audience in a way which a corporate brand could never do.
At this point you might be thinking, bloggers, yes we know about bloggers they are a great way to build links.
And that I fear is the problem.
As SEO’s we just default back to links and it’s the wrong way to look at it.
This is the reason there is such a tense relationship between bloggers, companies & agencies when in fact it is a match made in heaven.
We have a ton of SEO Agency’s who are finding it difficult to create epic content.
We have a ton of micro influencers who are very good at that.
Are you connecting with the difference here?
It is very subtle, but I believe it is a profound shift in thinking that could benefit everyone. Here are the core areas we can shift our thinking when working with micro influencers.
Give More Freedom
We need to take a bit more of a backseat when working with micro influencers. Instead of dictating exactly how they should create the content why not give direction and then allow them to use their own creativity. We should be looking at micro influencers as content creators not handy link building opportunities.
Stop Obsessing Over pure traffic, DA + trust flow metrics
This includes only reporting on these metrics. What about reporting on the engagement of content? The conversation that is sparked around the product or service? Many SEO Agency’s are still focusing on metrics which report on links not on the content.
This means many micro influencers miss out because they don’t have the stats you are looking for - despite the fact that they have a highly engaged audience and they produce very high quality content.
(this guest post we produced for one of our clients has over 2000 pins)
Speak About Engagement With The Micro Influencer
Make it clear that engagement is a metric you are tracking, and that you are looking for content which connects with their audience. This will put them into a different frame of mind when creating the content and results in more creativity which is the reason you are working with them.
Take A Long Term View
It is still true that many Agency’s don’t form proper, long term relationships with micro influencers. It is tough to do that when you have a multi discipline Agency and this is just one part of the strategy you are delivering to the client.
But, taking a long term view and building good, lasting relationships does result in better content. Micro influencers put more effort in if they are respected, just like any human being does!
A great way to ensure you are keeping that long term view in mind is by hiring an Agency who specialised providing high quality placements with micro influencers. An Agency like us, Ginger Marketing.
We supply SEO Agencys with content which sparks conversation. We work with micro influencers in the UK & the USA across a variety of different niches and we’d be more than happy to discuss your project.
This is a guest post from Libby account manager and researcher at Speechless Web Design. She loves her role almost as much as Big Macs. She once ate 3 in 24 hours. Libby enjoys socialising. Which means that she likes to go out with her friends, drink, then hit the gym to work it off. She’s a social media addict, who turned it into her profession.
Today Libby gives us an insight into the big no, no's when it comes to SEO!
Let's get into it...
Search engine optimisation is very powerful when it comes to ranking and driving traffic to your website. However, when trying to rank your online website it is important to avoid SEO mistakes that could jeopardize your ranking and get your site penalized by Google.
What is the truth about Google?
Google will display only search results to the pages which it considers to be relevant and authoritative to a user's search - and whilst some web owners think they can trick Google, they simply can’t.
Google is constantly evolving, tweaking its algorithms to filter out any spammers who evolve on the web.
Often enough, Google will bring out a new update. This means that what works today, may not work tomorrow. In fact, it could even have an impact on your website, so it is important to keep an eye out for any changes in the way Google ranks a website.
So for those of you who are looking to get it right the first time, here are some of the key SEO mistakes which I’ve seen, as well as some advice on how to correct them.
Regularly updating your website with fresh and unique content is a great way of telling Google that you know your stuff. As a result, Google will want to share your content with its users.
There are two ways of creating a large quantity of content. One being paying low paid article writers to write rushed pieces of content for your site. The other being the use of article spinners - software used to take one piece of content, and word it in a different way. This way, the content will be viewed as unique by Google.
But why is this a bad idea?
Sure, it might make sense to get the most out of your money - spending little and gaining many articles as a result.
But the truth is this is the worst thing to do.
Nowadays, Google cares a lot more about the quality of content. All content on a website should be fresh and relevant, and most of all it should be researched first to see if it is a piece of content which your audience will find remotely interesting and will engage with.
Ahrefs is a great tool to find popular content. With its content explorer, you can discover how much users are engaging with content through social shares and likes.
As well as that, Google hates duplicate content. If Google comes across two pieces of content on the web which are the same, or very similar, then it will likely drop the rankings for both pieces of content for not being original. So original content is always a winner.
Buying Low-Quality Links
Gaining links has always been a determining factor to the success of a website. Google recognizes the value of an organic link, particularly if it is from an authoritative site.
It is often that people purchase many low-quality links to their site as an easy way to make it rank. You know… the more backlinks to a website, the more likely it is to rank well.
However, this method of link building is now identified as black hat SEO, which means that any website that chooses to perform this method of link building will be penalized by Google, destroying any of the ranks it once had. Instead, Google cares a whole lot more about the quality of links, over quantity.
Only links that are high quality, which have good quality content and natural anchor texts will be accepted and ranked by Google.
A great way of getting high-quality backlinks to your site is by organic outreach. Reach out to people, and offer them something of value, such as writing a good quality piece of content (guest post) for their site. If the content is approved, they will more than likely link back to your site in exchange.
Keywords are very important in SEO. Until you know which keywords and phrases are the most important for your site to rank, you will find it impossible to optimize the pages on your website properly.
Sometimes sites will focus on the wrong set of keywords - keywords which aren’t directly related to the business and what it has to offer. Whilst ranking for these keywords can still result in traffic to the website, it won’t be targeted traffic which you need to generate leads and sales.
This is both frustrating for the user, who lands on a page which has nothing to do with the keyword they have searched… and you, the website owner who didn’t get the lead.
It is best to use tools such as Google Adwords and Google Keyword Planner to help you choose the top keywords in your specific industry which you want to rank for to attract the right customers.
However, whilst having the right keywords for your site is important - keyword stuffing isn’t. Keyword stuffing is the process of placing your focus keyword within your content hundreds of times. This looks spammy to Google and can result in consequences for the site.
As a result, you should consider making the content look more natural by not overdoing it on the keyword use. Aim to use keywords once every 150-200 words. Placing the keywords unnaturally can have a big effect on the reader's experience on your website.
So when it comes to improving the success of your website through SEO efforts, it is best to avoid these SEO mistakes at all costs.
Making these mistakes could make all the difference from getting your site penalized by Google, to actually finding your website rank well organically.
The key to great website success is keeping an eye out for updates on Google's algorithm, and ensuring that your website is following the rules. Otherwise, you could find yourself on Google's naughty list.
As usual, share your thoughts in the comments below! Did you learn something new from today's post? Or, do you have something to add which will help out our readers?
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Written by Cheryl A Clarke Chief Happiness Officer & Director Of Ginger Marketing (unless stated otherwise)