How to Boost Content Marketing Success in 2019

TL;DR

The key to content marketing success in 2019 is understanding search engine results pages (SERPs), utilizing the Panda survey for enterprise change, and focusing on thought leadership over PPC. Additionally, updating content regularly, leveraging problem-based keyword research, and using brand mentions as a key metric can enhance marketing strategies.

Transcript

hey everybody hopefully you had a great 2018 uh I really want to say thanks to anybody who's watched any of our content this year we had an amazing set of guests on our content conversation series and I kind of felt it was appropriate and a good setup for 2019 to take the best tips from each of them and bring him into a nice random video that you c... Read More

Key Insights

• Understanding SERPs is crucial for content creators to effectively compete in search results.
• The Panda survey can highlight trust gaps between competitors, driving executive action.
• Shorter or longer video lengths can be effective if they break from the norm and maintain quality.
• Focusing on thought leadership and building a brand can be more beneficial than PPC in the long term.
• Repurposing existing content and updating it regularly can improve its effectiveness.
• Problem-based keyword research helps discover relevant topics and queries for content creation.
• Using current trends and political issues can increase online attention and engagement.
• Brand mentions should be a primary metric for evaluating the success of content marketing efforts.

Questions & Answers

Q: How can understanding SERPs improve content creation?

Understanding SERPs allows content creators to identify the types of search results they should target, such as local results, news, or featured snippets. This knowledge helps in framing topics effectively and ensures content is optimized for the most relevant search queries, improving its visibility and ranking.

Q: What is the Panda survey and how does it help businesses?

The Panda survey is a tool used to assess the trust and expertise of websites by asking specific questions. It highlights gaps in trust between a business and its competitors, providing quantifiable data that can drive executive action and lead to improvements in brand perception and business strategy.

Q: Why might longer videos be beneficial on YouTube?

Longer videos can be beneficial on YouTube if they break from the norm and maintain high quality. As most creators focus on shorter content, producing well-crafted longer videos can capture audience attention and differentiate a channel, provided the content is engaging and moves quickly to retain viewer interest.

Q: Why should businesses focus on thought leadership over PPC?

Focusing on thought leadership over PPC helps businesses build a strong brand and establish authority in their field. It leads to the creation of valuable, evergreen content that continuously attracts and engages audiences, creating a compounding effect that can result in sustained long-term growth and success.

Q: How can updating content improve its effectiveness?

Updating content regularly, beyond just changing the date, ensures it remains relevant and accurate. This involves refreshing the core content, adding new insights, and ensuring it aligns with current trends and search algorithms. Regular updates signal to search engines that the content is actively maintained, improving its ranking.

Q: What is problem-based keyword research?

Problem-based keyword research involves identifying the underlying problems or needs of an audience and using them to discover relevant keywords and topics. This approach helps in creating content that addresses specific issues, attracts users in the awareness stage, and can lead to the creation of featured snippets and targeted content.

Q: How can current trends and political issues increase content engagement?

Leveraging current trends and political issues can increase content engagement by tapping into topics that are already capturing public interest. Creating content that aligns with these trends can attract attention, drive social media shares, and enhance visibility, as audiences are more likely to engage with timely and relevant content.

Q: Why are brand mentions important in content marketing?

Brand mentions serve as a crucial metric in content marketing by indicating how often a brand is referenced across various platforms. A high number of mentions can reflect successful content strategies, enhance brand visibility, and contribute to building authority and trust, ultimately leading to increased opportunities and business growth.

Summary & Key Takeaways

• Understanding search engine results pages (SERPs) is essential for content creators, as it helps them compete effectively across various types of search results. This knowledge can significantly impact how topics are framed and written about.

• The Panda survey, which assesses trust and expertise in websites, can drive significant change within an organization by highlighting trust gaps with competitors. Presenting survey results to executives can lead to actionable business improvements.

• Focusing on thought leadership and building a strong brand is more beneficial than relying on PPC. By generating valuable content and engaging in thought leadership activities, businesses can create a compounding 'content snowball' effect, leading to long-term success.