Heidi asks, “Why did you start to offer video, audio and text on your blog? Do you track each content format differently?” I changed in late 2017 to a video-first format after seeing the way the audience is changing in their consumption of content. By starting with the Trust Insights Transmedia Content Framework, I can…
Summary In today's episode, I explain why I switched to a video-first content strategy in late 2017 and how I atomize one piece of content into video, audio, and text formats for maximum reach. Here's what this means for you. You can meet audiences wherever they consume content by recognizing that video inherently contains audio,…
Leanna asks, “What are your thoughts on re-using blog posts for help articles? Are there pros and cons to posting the same content twice? Where is it better to host content to improve SEO? For example, if I want to share content on how to lose weight and we’re a fitness tech company. Would that…
Summary In today's episode, I break down where to host your content for maximum SEO benefit and how to strategically reuse blog posts as help articles. Here's what this means for you. You'll understand why your company domain should always be the single source of truth for search engine credit. You'll also learn these concepts:…
As mentioned in this week’s newsletter, testing your gear to understand what’s good and what’s not in specific use cases is essential. In the Great Mic Bakeoff, we look at 8 different types of microphones for use in shooting video on your smartphone. Which microphone works best for overall audio quality? Which is the most…
Fiona asks, “Any tips for a light content web audit? Ever magic’d up something quick based on little information or objectives?” If we consider the purpose of a content audit, it’s to understand the value of a content marketing opportunity. That means a few things: – How large is the conversation space? That we determine…
Summary In today's episode, I walk through a scalable six-step framework for running a lightweight content audit when you have limited information or objectives. Here's what this means for you. You get a repeatable process for sizing opportunities and spotting content gaps without needing weeks of research or a data science team behind you. You'll…
Summary In today's episode, I answer a question about how many focus keywords to use per page and explain why modern SEO now revolves around topics and content quality rather than keyword counts. Here's what this means for you. You will stop obsessing over exact keyword counts and instead focus on building authoritative topical content…
