Category Archives: Content Strategy

LinkedIn content strategy to generate more traffic to your website

LinkedIn content strategy

LinkedIn content strategy

LinkedIn can be a great source of traffic. This ReadWrite update claims that 79% of B2B marketers value LinkedIn as an abundant source of leads. For many B2B websites and blogs, almost 50% of social traffic comes from LinkedIn.

I mostly use LinkedIn to post blog links that I publish on my own website. A few times a year I become active on LinkedIn, but I haven’t been regular.

According to experts, content strategy for your LinkedIn profile may include a mix of native documents, videos, images, and text only posts. It depends on your market.

Native documents are the PDF slides that you upload – these are then converted into carousals like Instagram.

Here are some insights you can use to leverage LinkedIn’s social reach, especially for B2B market.

Native documents attract maximum clicks on LinkedIn

The average conversion rate on LinkedIn is 3X the other networks. The average CTR for native documents is 2.20%. In fact, some posts containing native documents attract a CTR of 3.5%-8.6% on an average. Native documents, as mentioned above, are the PDF files that you upload. The slides of these PDF files are turned into carousals automatically by LinkedIn.

Video content fares well on LinkedIn

This is the case for almost every platform – Video content outperforms text content. 15-20% posts on social media are video content these days. Average CTR for videos on LinkedIn is 3.16%. The data is slightly different if the following on LinkedIn is 50,000-100,000 – then native documents and single images get a higher CTR.

Should you delete or re-purpose your existing content?

Should you delete old content or re-purpose it?

Should you delete old content or re-purpose it?

You have been publishing content for years, right? By now you must have a couple of thousand blog posts and web pages. Some of the web pages and blog posts on my blog are from 2008-2010. Some of the information is evergreen. For example, some writing tips that I have shared can be used even now. I have little time sensitive content.

Read: The difference between content repurposing and content spinning

Should you delete or re-purpose your old content, is the question asked by this CMSWire blog post.

If you are not a professional content writer yourself and you also don’t write by yourself, you must have spent money on your content. Your existing content is the asset you have invested in.

Right now, the five-year-old content may look outdated and stale but when you published it you paid good money for it and it was quite up-to-date. You were proud of it.

Of course, if your business direction has changed than the old content solves no purpose if it was written for your old direction. It is irrelevant content. Its time has passed. Even if it is drawing traffic, it isn’t benefiting you. If you want, you can remove the content from your website. You can even request Google to remove it.

Other than that, I always advise my clients to re-purpose content. You can rewrite it. If the old information is relevant, you can update it. From a subsection you can write a completely new blog post. If you think the language of the blog post or the web page doesn’t truly represent your brand correctly now, you can update that.

Being a content writer, I am possessive about what I create. Since for the past 15 years more or less I have been providing the same services, nothing much has changed. Maybe a few sentences here and there, but other than that, with little revisions, I can easily update my old content. You should do the same if your content is not completely irrelevant.

Content writing and Blue Ocean SEO strategy

Content writing and Blue Ocean SEO strategy

Content writing and Blue Ocean SEO strategy

The concept of Blue Ocean SEO strategy has its roots in a book titled Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant.

What it means is, when implementing your marketing strategy, focus on your own, individual strengths and abilities and forget your competition. Additionally, survey a marketing segment that is not served by your competition. The opposite is Red Ocean strategy that heavily relies on what your competition is doing.

According to the book, the Blue Ocean Strategy doesn’t concern itself with the competition. This is because the existing markets are already oversaturated. If you decide to compete with your competitors, even in terms of content writing and content publishing, scores of competitors are already vying to out do you. Unless you are a mega million company, in terms of publishing content and increasing your visibility, it may turn out to be a losing battle. I’m not saying it always must be a losing battle, but in most of the cases, immense effort is required.

Finding your Blue Ocean means finding your market that only you can serve. This can also work in SEO content writing. How?

There are two ways:

  1. Target markets that are not being targeted by your competitors.
  2. Write on topics that are not being written by your competitors.

But then what about all those competitive keywords you want to be found for? Those are still relevant, right?

For example, if I want to be found by people looking for a professional content writer, how does it help me if I target a completely alien keyword?

This is not what it means.

You can use the same keyword, but you can use some different combination. Fewer people might be searching for that combination, but at least, you will rank well, and you will receive quality traffic for that uncommonly used keyword.

Here is a small example:

Popular title: How to find the best content writer for your business?

Less popular title: How to avoid finding the worst content writer for your business

Another less popular title: The nightmares to avoid when hiring a content writer for your business

Another way of looking at it is that most of your competitors are focusing on generating content that drives people to their sales pipelines. Most content is being created for the purpose of driving sales. Nothing wrong in that.

But they forget the primary purpose of content writing and publishing: providing purposeful content that improves lives.

Content writing for your website is all about improving experiences for people. They are less bothered about your business and more worried about solving their problems. If you solve their problems, they become interested in working with you.

So, what is Blue Ocean for you here in terms of content writing?

Shifting your focus from “give me work, give me work!” to “this is how I add value, this is how I help you, this is how you solve your problem.”

How to write content for your website without hiring a content writer?

How to write content for your website without hiring a content writer

How to write content for your website without hiring a content writer

I know, such advice isn’t good for my business, but so far I have learnt that people who don’t want to hire a writer won’t hire, and people who do hire a content writer, have a clear idea why they are doing so, and nothing is going to stop them.

Why you need to write content for your website?

Without accessing content, the search engine crawlers cannot figure what your website is about. The search engine crawlers use big data and AI algorithms to make sense of your website. Hence, a few pages and a few blog posts won’t do. They need to access lots of content from your website before they can rank it for the right search terms and keywords. Hence, you need to write lots of content for your website.

Another reason is that your competitors are constantly trying to outdo your content writing efforts. If you publish one blog post, they will gladly publish 10, or if not 10, at least 2-3 blog posts for every single post you publish. Multiply this with 25 competitors that you have and you can imagine how much content is being pumped.

You are constantly catching up. Does it mean it is a no-win game? No. You can outdo your competitors even with less content provided you stick to high quality content. And regularity.

Of course, you also need fresh content to educate your audience and keep people engaged. If you don’t publish fresh content your website becomes stale, and you give no reason to people to come to your website repeatedly. Research has shown that it takes 5-6 visits to the website before people decide to do business with you.

Why do people hire a content writer to regularly publish content?

There are different reasons why people hire a content writer. Some of these reasons are

  • Lack of time: They don’t have time to write by themselves.
  • No writing experience: Writing is a skill that needs to be developed. It is time-consuming. It is an entirely different, dedicated profession.
  • Regularity: For better search engine visibility and user engagement you need to publish content regularly. You need a commitment. It is a separate, stand-alone activity.

How to write and publish fresh content on your website without hiring a content writer

Mind you, in case you don’t want to turn into a full-fledged content writer yourself (leaving your current profession), this is a temporary situation. Maybe you are a startup. Maybe you don’t have enough funds.

The thing is, right now you cannot offer a good compensation to a content writer. But, as your business grows, as your needs to get higher search engine rankings and higher visibility grow, you will need to hire a professional content writer. So the tips shared in this blog post are only for a temporary situation.

Here are a few things you can do to write and publish content on your website without hiring a content writer.

Regularity and quality are important than quantity

This is something that I keep telling my clients repeatedly: don’t get obsessed about how many words you should write. I’m not saying create 15-word posts, but you don’t always have to aim for 1000 words or 1500 words.

Engagement is more important. Hence, if you have got something important to say and you can say in 400 words, just publish 400 words. Make sure that whatever you are saying is relevant, educational and informative.

Use your subject matter expertise

You already have immense knowledge of your field. If you are an accountant, there are many topics and subtopics you are aware of. If you are an engineer or a software designer, there are many aspects of software design you can talk about (just make sure they are fit for your audience and not for other software designers who may not be your target audience).

Sit someday with an Excel sheet and in one column enter all the topics you can think of. You will be surprised to know how many topics you can come up with.

Interview influencers

Everybody likes to share insights. There must be multiple influencers in your industry. Choose a topic and interview a few influencers on that topic. They will get additional exposure and you will have something to write about.

Prepare a list of questions – 10 or so – and then approach a few influencers and ask them to send you the replies. You can interview them live using Skype or phone (or Zoom) or simply ask them to write down the replies to your questions.

An interview is ready-made content. You just have to prepare questions and the remaining content is provided by the interviewees.

Curate content

Content curation saves people lots of time. It requires some research but if you make collecting and preserving interesting content a habit, it won’t take much time.

While you are browsing the Internet, you keep coming across interesting content based on your industry. Instead of simply reading or viewing and then moving on, save those links. Then every week, compile those links into a single blog post. Write a paragraph and then share the link, for every piece of content. Such curated content is also good for your search engine rankings because concentrated amount of information is available under a single link. Google algorithms like such links.

Repurpose your existing content

If you don’t want to hire a content writer, this is another way of writing and publishing content on your own. But this requires you to have some existing content. There may be many pages on your website. Your blog may have a few blog posts.

Above I have talked about content curation. This is a subtopic of a bigger blog post that I’m writing right now. I can also create a separate blog post on the importance of content creation. Content repurposing can be done not just for your own website, but different platforms. You can turn your existing blog post into a newsletter issue. You can rewrite an existing blog post by adding some new information and publishing it on LinkedIn. You can write a smaller version on LinkedIn and then put the link to your existing blog post on your website.

Publish guest blog posts

For this your website or blog needs to cross a certain threshold level. People would like to write for your blog or website if they expect good visibility or some SEO benefit. For that, you should have a decent presence on search engines and the guest blog posters must be impressed enough to approach you to write for your website. This takes initial hard work.

On an average I get 2-3 queries from different guest posters expressing their desire to write on my website. Although for a few months I haven’t been accepting guest posts (in fact, I’m writing this blog post myself, after many months), I am going to leverage this opportunity in the coming months so that I can publish content regularly on my content writing blog.

Conclusion

Provided that you are a prolific writer, and you love to communicate through the written word, you don’t ever need to hire a content writer, otherwise, this is a temporary solution.

Why do you need to ultimately hire a content writer? Regularity. Google and other search engines are constantly crawling the web to find new content. They set up a pattern to crawl certain websites and blogs. This pattern depends on the publishing frequency. If you don’t publish regularly their crawlers don’t crawl and index your website in a timely manner.

Although you cannot outdo your competitors (because every other business that offers something similar to your business is a competitor, and there may be hundreds), you can convince search engines that they can rely on you for consistent supply of high-quality content through persistent publishing.