I chanced upon Orbit Media’s website the other day. It came up when I was searching for brands that have the best content marketing campaigns. In the content business, like in all others it’s important to keep giving actual value to consumers. In content, this value is given free of cost.
Orbit Media is a web design and development agency. Their content marketing is such that their website brings in nearly 60,000 visits per month!! [Source: https://www.singlegrain.com/content-marketing-strategy-2/companies-dominating-the-wold-with-content-marketing/]
I am super wowed by their blog page and you could look it up too.
One of their blogs (https://www.orbitmedia.com/blog/marketing-diagrams/) inspired me to write this one. I am going to tie some of that matter to my own experiences as a content marketer.
1. Gun for higher lifetime value of customer
As a principle we stay away from one time projects and transactional selling. The only exception being if a prospect comes through referral.
90% of our clients have a consultative relationship with us. Their needs from content and social media evolve with the nature of their business and their industry. These clients have been with us for the better part of 2 years, ever since we started out. We get a lot of repeat business from them and at times it is a longer sales cycle too. We also let go some short term gains (such as a nominal hikes in retainer-ship costs), to ensure that we are their go to people over time for everything content.
One of our largest clients started with us on writing web copy. Then the engagement moved onto answering questionnaires on behalf of their CxOs, then it moved onto blogging on behalf of the CEO and just as of last week we’ve started negotiations for their entire social media content. All of that happened in 8 months.
What we give- reasonable rates, meet timelines, invest our time while dealing with the senior folks and maintain close relationships with stakeholders at the client’s.
2. Long form content does better with respect to SEO
Researched, original content has so many takers! When I started out I was often conflicted between writing mobile ready content vs webpage ready content. A lot of the content that we read is on our mobile phones, so it felt right to have content that wouldn’t bore the reader. So no more than two screen scrolls.
But that makes it pretty tough for SEO to take hold. So here’s an interesting tactic that I have seen an organisation do.
Feeljoy (https://feeljoy.in/) is a mental health service provider that I volunteer content for. They provide me with topics and keywords, and that’s that. I am free to give it whatever shape I want. They also credit me. Also I am working with one really cool gal! She’s my handler, so to speak.
Now this is what they do.
The actual article that I submit is a minimum of 700 words. It is original. Research if any is cited and all stories are my own, and so up for circulation with my permission.
They publish a snippet of the same article on Medium with a link to the actual article of their site.
This is the first that I wrote for them: https://feeljoy.in/blog/stressors/feeling-sad-or-depressed-try-these-3-ways-to-feel-better/
Here’s how it shows up on Medium: https://email@example.com/feeling-sad-or-depressed-try-these-3-ways-to-feel-better-323125a2c07d
A mental health provider upping their content game. On Medium they have 112 Followers.
Long form copy allows for keywords to be used multiple times and that’s why the articles rank better. Also the platform that it is hosted on- Medium, does guarantee a certain reach, which would be unlikely operating only from a website.
3. Understand your SEO before you commit to it
I mentioned Orbit Media three times in this article. That is their (inadvertent) off site SEO. When I or another content marketer refers to another’s work and credits them or uses their links (and credits them), it leads to “Authority building” for them.
This is the digital equivalent of me trying to reach out to Andy Crestodina (https://www.linkedin.com/in/andycrestodina/).
On that note- Andy, if you are here and reading this, I am super honored. Thank you! I would love to write for you and your team!
Offsite SEO is what you do on pages that you don’t own. These will eventually be backlinks to your own content but another person/ company is talking about it. That builds authority and brand recall.
To learn more about off page SEO, check out what Neil Patel has to say: https://neilpatel.com/blog/everything-you-need-to-know-about-off-page-seo/
Onsite SEO is what you do on your own webpage. It in on page SEO. SEO starts showing results in about 4- 6 months. Sorry, did I say results?
It absolutely depends on what you want out of it.
If you want rankings (I honestly don’t know what you would do with rankings though), then yeah, 4-6 months.
If you want leads, conversions, business- then it truly depends on a ton of other factors.
SEO only ensures that people find your business.
SEO ensures that they find your amazing content. It doesn’t ensure that they find your content amazing. (Read. That. Again.)
If your content and your website is efffin** great, they might actually reach out to you. But SEO DOES NOT GUARANTEE conversions.
Here hang on- read John Steimle (https://www.linkedin.com/in/joshuasteimle/) on Forbes (https://www.forbes.com/sites/joshsteimle/2015/02/07/how-long-does-seo-take-to-start-working/#25e1769d464c).
Read up his articles for a super duper crash course on what to expect from SEO and how to frame your SEO strategy.
This blog post my friends, is a long form post.
Point 2- check.
Point 1- it’s obvious because that’s why I am here writing this content; my high lifetime value customers are super chilled with what’s happening for them at the moment.
Point 3- Honestly I haven’t dabbled in SEO myself, but I swear by the results that I see my friends getting. Right now for this blog page I am at 132 followers and 150+ blogs. I start with SEO the moment I hit a critical mass of 500 followers or 500 blogs whichever is earlier. No logic, it’s a number that will ensure traction, engagement and credibility.
Feel free to share your learning. Tell me what you have been up to. What are you doing for content marketing?