Julia-McCoy-of-Express-Writers-Interviews-ScoopIt-CEO

Google Hangout: Content Curation Interview with Guillaume Decugis, CEO of ScoopIt & Julia McCoy

On January 13, I held a Google Hangout on Air with the CEO of Scoop.it, where I interviewed him about Scoop.it and the value of content curation this year. Below is the video and full transcript. It was a very insightful chat. Enjoy! 

 

View the Google HOA here.

 

Content Curation Interview with Guillaume Decugis Transcript

 

Julia: Hello everyone, I’m Julia McCoy, the CEO of Express Writers, a copywriting agency. I have with me today the CEO of Scoop.it. Can I ask you to pronounce your name, if you don’t mind?

 

Guillaume: Sure, so hi everyone, I’m Guillaume Decugis.

 

Julia: Guillaume. Did I say that right?

 

Guillaume: Yes!

 

Julia: Great! Awesome. So, to start this off, I just wanted to talk to you about your tool. I think it’s an excellent tool for content curation that is a huge need coming up this year. We’re just seeing so much content happen, and we need tools for content curation, to be able to sort this content, and to be able to share it. So, tell me a little about Scoop.it, how you built it, and how it helps businesses today.

 

Guillaume: Well, thanks for the praise. So Scoop.it was something we started and launched three years ago. We launched it because we realized that Web 2.0 was creating an opportunity and a pressure. The opportunity and the pressure is actually the same. The opportunity is we can become a media publisher, we can publish a lot of content. That’s what all those tools around Web 2.0 helped us do. It’s not just an opportunity, it became a pressure.

 

Now that everybody can publish content, if you do not, then you simply don’t exist.

 

Or if you publish bad content, you might hurt your brand. So we felt that pressure is going to be something that a lot of professionals, businesses, companies, big and small are going to have a tough time with. Because..

 

Not everybody is a content creator. It takes time, energy, talent, inspiration to create good content.

 

And so we felt a lot of people will be struggling with that. And there’s an alternative to create content, or complement. We like to talk about complement, which is content curation. We felt not everybody can become an awesome blogger, an awesome video producer. But, we believe that fundamentally all businesses, all professionals have expertise. When you’re good at what you’re doing, you’ve done that for a few years, you have expertise and you can apply that expertise to curate content, which means selecting great content that you feel is relevant to your field, and adding your own value, your own context: telling your audience why this was an awesome piece of content. And we felt that was much more accessible to professionals in general, and it is a great way to build your content strategy for your business. So that’s the background behind it.

 

Julia: That’s excellent! I agree with everything you said about getting content, and staying on the map with content. As you may or may not know, I developed some content strategizing products in our own company. We wanted to go beyond just creating content. So we looked into creating curation, and we were going to try to plan content, and show people how to find content. One of the tools I found was Scoop.it. I was so happy it was so simple to use, and I was researching maybe 20 different tools. Scoop.it was a key of how we find content.

 

How do you see it as answering a big need for curation coming up this year?

 

Guillaume: So, first of all, I love the fact you found Scoop.it simple, because that’s really I think the key to what we’ve been trying to do. We wanted to make it super simple.

 

Let’s clarify something: curation in itself is not simple. If you don’t have tools, it’s actually very complicated, and you can waste a lot of time trying to find great content.

 

You’ll have this experience of, like, I’ve been browsing the web for FOUR hours and I felt I achieved nothing. And so we felt we needed to combine a couple of things. First, a piece of technology that could automate your content monitoring. And let’s be clear: automation, we automate the discovery of content, we never automate publishing. So we empower our users to publish in their own name what they’ve selected, and we make it easy for them to find content instead of searching for it hours every day. In just a few minutes, you can have the most relevant content in your field, directly on your Scoop.it engine. So simplicity is at the core of what we’re trying to achieve.

 

I was asked by the Content Marketing Institute, what’s my prediction for 2015, and I think, you know, content marketing has been around for a few years. It’s maturing and it’s something that large companies have embraced. They’ve moved from traditional advertising, which is kind of old fashioned, to creating excellent content.

 

The company which I admire which is probably the pioneer of content marketing is Redbull. If you look at what Redbull has become, they’re not a soft drink company anymore. They’re a media company. They have this content pool with 50,000 pieces of content, they launched a man to space and broke the record of parachuting down to earth. They’ve done amazing stuff, they’ve done amazing content. But the thing is they’re a large company, and they’re making a bold bet of transforming their company into a media company. A lot of the small midsize companies have not been able to do this, because it takes resources, it takes a long term horizon that large companies have and small companies don’t have. So my prediction for 2015 was that content marketing is now going to become mainstream. It’s going to become something that millions of SMBs in the US or in the world are going to be able to embrace. And, I think curation is going to play a very important role there, because if you think of content marketing where a lot of people like to mix up creation and curation, and the large brands have resources. They can create a lot of content, they can have agencies work for them. But for more SMBs, they usually don’t have access to that, they usually don’t have a budget for that. So, curation is necessary for them to embrace content marketing, and that’s what we see coming in 2015, a lot of SMBs embracing content marketing through content creation and curation.

 

Julia: I totally agree with you. Everything you said is really insightful. I see that there is so much content on the web and it’s growing every day as you know, and it’s so important to curate and create to make your own mark.

 

Guillaume: Having a mix is really important. We’re not saying stop creating content; we’re saying if you have a day job, or if you’re not a natural born writer, it takes time and you should really focus on exceptional pieces of content. And we believe that curation forms creation. By curating you will spot the gaps in your field that nobody is writing about, like the things you’ve learned, you can tell. Instead of adding to the noise by creating another piece of content that’s already been written, you can use your curation abilities to say, I’ve shared some really good articles by other people, but nobody has been writing on that particular point, and I can share that and I can educate my audience. So, we’re strong believers in balance and there’s strong synergies in curation and creation.

 

Julia: Exactly. That’s something I’ve been blogging about in a few of my recent blogs, I talked about that exact idea.

 

Guillaume: Yeah, I love your blog posts by the way, I’ve curated a few of those already. Really good.

 

Julia: Now about blogging, I also wanted to ask you how businesses can use Scoop.it to publish their own content. Tell me more about that.

 

Guillaume: So our view is, the way we look at content and content strategy for businesses, we look at a couple of things. We think you should have a content hub, a place where all of your content, whether curated or created, can reside. A lot of businesses blog already, and if you have a blog you should make it your content hub. Scoop.it integrates with WordPress, or Tumblr, so it’s very easy to consolidate everything in something that already exists, like your blog. So we look at you should have a content hub, which is where you’re going to drive your audience to, which is going to be a place where people can see all of your content that defines you.

 

We like to say you are the content you publish.

 

Whether it’s created or curated, and you can organize that content the way you want. It’s also going to be a place whether you can drive SEO content, where people will be able to discover you from search, not just from your social channels. You will also be able to convert. You know, we’re doing content strategy, content marketing because we think it’s fundamentally good for your business, so it should be a way to drive and generate leads, and convert people to either subscribe, or buy, or drive a sale. And you have to have your own face to do this. It could be a WordPress blog, it could be another blog. And for those who don’t have a blog, we have a live publishing platform on Scoop.it so you can create pages with your created and curated content. You can use that as like a blogging platform.

 

So that’s one thing that’s your content hub; then you should think about all the distribution channels you could use, social media of course. Scoop.it is connected with all the social media channels, so in the same way you feed your blogs or your content hub on Scoop.it, you distribute that content to social media, to Facebook, LinkedIn, not just for files but for groups. We also integrate with the ability to create newsletters. Email has been under the radar for a few years because we say, ah, social media is the new way to distribute. We still believe that email is super important, super relevant, still in 2015. We integrate with Mailchimp to make it super easy to distribute by email. So, I like to think about creating a content hub wherever you feel affordable. But you should really own it. And with the premium version of Scoop.it, you can really make Scoop.it pages your own, you can really integrate with WordPress, and distribution channels which should be social, SEO, email, to name a few ones.

 

Julia: Wow, it sounds like a really thorough platform. We’ve been using it to find content, but I don’t think we’ve been using all the features of being able to publish. So, instead of a social media competitor, it sounds like really you’re your own content hub.

 

Guillaume: Yes. You know, again, I think it’s an evolution of Scoop.it which is evolving. We’re actually about to launch a new version of the platform.

 

Julia: Yes, tell me about that.

 

Guillaume: That platform is really going to be reaching all around the needs of SMEs. And I think, as Scoop.it grew we evolved from being a tool to becoming a solution. And what do I mean by that? Very quickly, Scoop.it started as a discovery tool. The first users of Scoop.it liked it, that they could discover content very rapidly, and then share that content to their social handles. Then we’ve added the ability to create content hubs, or view existing content hubs on WordPress. The solution people need is actually a combination of things. We think SMEs actually need a workflow. They don’t need just discovery, just distribution, just content hubs. They need a combination of that, of all things, and they need to be able to manage it. We have this new version coming in a couple of weeks, which is really about planning your content. Number one, having a calendar that gives you a full view of what is it you have plans for the next few days. Second, sourcing which is essentially the discovery part but enriched with a lot of admins features. So sourcing all of the content that feeds that planning, and then integrated with feeding a destination but also feeding distribution channels as we discussed, and also all of the analytics activity, did you get traffic, engagement, leads. So we’re packaging all of those things into a very neat solution that takes you through a content workflow with a 360 global approach.

 

Julia: Wow! So that’s really impressive. So that’s getting ready to launch next week?

 

Guillaume: Next week or the following week we’re getting ready. So in the next two weeks. Before the end of the month.

 

Julia: That’s a good goal! That sounds really great. So, thank you for your time and going through all of that. It’s really great to see all the features of Scoop.it and what it can bring just coming up this year, because content is going to be a monster. And this tool can help businesses get control of it, and just not be average with content. And, you know, just do better than your industry competitor. So do you see a lot of growth coming up, do you anticipate that this year?

 

Guillaume: Do I see a lot of what, sorry?

 

Julia: Growth.

 

Guillaume: Oh yeah, absolutely. I think right now we’ve been seeing large companies embrace content marketing, and we’re used by large companies as well, as more and more are using collaborative features. We’ve been used by 1.5 million professionals primarily as a discovery social media tool, and so I think we’ve seen more and more SMBs embrace Scoop.it as part of everything. So we have been growing very fast, we’re closing our books and so I don’t know the final numbers yet, but we’ve been focusing on that for about 15 months now. We’ve grown in a year from 0 to 3,000 business and enterprise plans, and I think it’s going to accelerate throughout the year. I see a lot of, the story that you just told, businesses are now embracing content, they’re realizing it’s not just talk with peers on social media, they’re realizing you need to have that publishing capability in order to build your SEO, your inbound marketing, your inbound leads. I think that’s going to be an essential drive and an essential strategy to grow yourself. We’ve moved from SEM and emails to getting social media, trying to explore social media. I think those companies will understand that. It’s a powerful sales channel for us. The companies that do that will grow much faster than their competitors. And that’s going to happen this year.

 

Julia: That sounds really great. It’s just amazing how much content has grown in the past few years and how it’s changed so much.

 

Guillaume: Yes! And you know, another thought I would like to bring is, if you think that this whole change, driven again by Web 2.0, is about us becoming media publishers, as professionals or as businesses.

 

I would encourage you to look at what are the media outlets that really became rockstars in the past 5-10 years. It’s not the NY Times, it’s not the Washington Post. If you look at the history of media, it’s completely changed.

 

The media that created a lot of value and grew the fastest were the Huffington Post, BuzzFeed, Business Insider, Upworthy.

 

They don’t produce 100% of their content. They use a mix of their own content and curated content, or even some of them, like Upworthy, just do curation. They do awesome curation, which means that curation really can drive amazing traffic. So if you’re going to become as businesses, media, because Web 2.0 puts us in that corner and puts that pressure on us, we shouldn’t look at becoming media in the old-fashioned, twentieth-century way, like the NY Times 20 years ago, we should look at becoming media in the modern way like the Huffington Post, BuzzFeed, and Upworthy. That’s using that mix of curation and creation, that makes it easy to scale and helps you become lean with content. We like to talk about lean content as a way to be efficient with your content strategy. And I think those media are a good example of that.

 

Julia: That’s a great point.

 

Just to wrap this up, I know you’ve mentioned a couple times just a mix of curation and creation. What do you recommend, knowing what you do, having gone through content, building Scoop.it, what do you see as a good schedule for curating (something that’s not original, but relatable to what you do) and then creating your own content? Would you say 50/50, like two blogs a week, and then a few curated?

 

Guillaume: So the way I like to define, for some people it will be 50/50, for others 80/20, the thing that I would encourage people to look at is what comes naturally. Focus your creation activity in creating really epic content, something that if you’re going to devote some time away from your business, away from your customers, away from your employees, you should really make it count. To me, that’s the rule. If you’re talking about a 3 people shop where the business owner has a lot of things, that could be once a month. If we’re talking about 200-people company which already has a marketing team, it could be blogging once a day (everybody publishes, you know, once a week, and if they’re a 5 people team, that’s once a day). But then, look at curation to fill in the gaps for everything else. And so I think it’s depending on,

 

The minute you start creating low quality content is where you should stop.

 

You should stop and say, well, instead of creating low quality content, create less content but curate more content. You will augment the quality of whatever your readers receive. To me that’s the signal, when you start realizing, ah! I’m pressuring myself too much, and I’m creating something I’m not really proud of. You’re better off spending that time curating.

Julia: That’s a really great rule. I think anyone could take that rule and make it work.

 

Guillaume: Yeah, I mean that’s the rule I apply myself, whatever I feel uninspired, and I feel I’m going to force myself to blog, force myself to create something, maybe two hours later I’m going to go through content suggestions on Scoop.it, and I’ll find a great piece of content and I’m inspired, and suddenly I turn that into a mini blog post, using the publishing capabilities of the platform, and that’s so much better.

 

Because I’ve added to the discussion, instead of adding noise.

 

That’s been working a lot better for us as well, and our clients.

 

Julia: Yes, great rule. I would add nothing to it. Really good.

 

Thank you so much for your time today! This was a really insightful chat, and it was really good to talk.

 

Guillaume: Thank you, and if anybody has a question they want to throw out, my Twitter handle is @gdecugis. Feel free to tweet me, and I’m passionate about this discussion, so we are engaged.

 

Julia: Yes! That sounds great. We will have to probably schedule another one of these.

 

Guillaume: Alright! Bye.

 

Julia: Thanks for your time!

 

Guillaume: Thanks Julia.

 

Visit Scoop.it!

Follow Guillaume Decugis on Twitter. 

rand-fishkin

Google Hangout with Robert O’Haver and Rand Fishkin, CEO of MOZ, on Web Content Trends for 2014

We had the opportunity to attend and pose a live question during a Google Hangout on Air hosted by Robert O’Haver with guest speaker Rand Fishkin, CEO of Moz, 20-year Internet veteran also known for co-authoring Art of SEO and co-founding Inbound.org.

View the Hangout on Youtube

Since Rand was answering questions live on air, I was able to post two questions for him, which he answered during the Hangout:

 

julia-mccoy-rand-fishkin

 
Rand’s question to our first question, what does he think about guest blogging, was sending us to his blog on the matter: Why Guest Posting & Blogging is a Slippery Slope. He posted this early in the week when checking on the G+ questions:

rand-fishkin-guest-blogging

 

Rand’s blog on guest blogging is well-worth a read if you are looking for in-depth thoughts, including answers to certain fallacies and assumptions about the matter.

 

His answer to our second question, what does Rand think in general of web content trends for 2014, was live on air. We’ve transcribed it:

 

Rand: So Julia wants to know, I and many others I know and work with would love to know what Rand thinks in general of web content trends in 2014. So I’ll answer the second one, since we talked about the first one.

 

So web content trends: the way I see things going is essentially we have sort of what I call two big trends going on.

 

One is a massive increase in the number of marketers who are interested in and performing content marketing; and because of that, you have much, much more competition than you’ve ever had before. That increased competition is causing a second trend, which is what I call consumer or content fatigue.

 

People who use social media to find content, find things on Reddit, get stuff emailed to them by friends, use Facebook, are getting overwhelmed; the amount of content that they are receiving, or you know being able to access, is just exponentially larger than it was a couple of years ago.

 

And so, what these two trends together combine to do is they make it such that a content marketer today and for the future is going to have to do two things in my opinion. Number one, focus on quality over quantity. Right? You can’t just say to do content marketing, I’m going to put out a blog post every night. I don’t think that’s what true, great content marketing will entail. I think it‘ll be: I have something truly valuable to share, I have a great way to present it, I have really put in the effort, I will put something out there that is far beyond the quality of what anyone else has done.

 

The second piece of that is not just great quality, but uniqueness of presentation. So, being the exception to the rule is going to be more and more and more important. That means the standard, long scroll-y infographic that everyone has seen a hundred thousand times, it has a little chart for a little thing, that might not be so great anymore. The silly little, fun little YouTube video might not work as well as it used to. The standard blog post with just some blocks of text might not work so well. But, we’re seeing the rise of things like Svbtle as a blogging platform because it’s very unique and it really is the exception to the rule in terms of things like presentation. We’re seeing a lot more visual assets do particularly well; high quality, interactive elements and quizzes and these types of things. The NY Times had a great language-based quiz that tried to identify where you were from based on how you answered particular questions. So, you know, there’s opportunity.

 

Presenter: Robert O’Haver I think, you also mentioned it, but the importance of not just puking up what someone else has written, but be unique with it, and stay relevant.

 

Rand: Yeah, absolutely.

 

Thank you, Rand, for such a great and informative answer to our question!
 

Julia-interviews-Marc-Landsberg

Julia Interviews Marc Landsberg, CEO of Social Deviant

I had the pleasure of interviewing Marc Landsberg, CEO of Social Deviant, on Friday, January 24, 2014. See Marc’s blog and see his company online, Social Deviant. We were originally planning a Google Hangout, hosted by Open Communications, Mark’s marketing team—but it refused to work for us. Yes, maddening! Especially because we had our video cameras all ready! But, we were still able to meet in a recorded phone conference, and had a great conference together. 

What Marc Thought of Express Writers!

 

I started by introducing my company and asking Marc about Social Deviant. In return, Marc first started off by talking about how he appreciated, and saw the need and value for, the specific and large amounts of content Express Writers publishes. Marc is a 25+ year marketing veteran with a global exposure to CMOs, CEOs, for a long time, having built and sold his own businesses across the years. He saw a frustration in this world among agency owners where people did not create real-world content, which he saw as fundamental for their success—not an afterthought. Smart marketing of the future is smart content marketing, and they are synonymous. He saw the value in what Express Writers does from noticing a lack of the type of content we deliver. For instance, in one blog we talked about how to optimize your Pinterest posts. Marc saw that this offered real-world value to our followers. Too many agencies, Marc said, saw things from a 30,000 foot view—and the content topics we are delivering are spot on in today’s Internet.

 

Social Deviant Serving Big Names

Marc then talked about the value his brand, Social Deviant, brings to clients. “A toddler in a man’s body,” his less-than-two-year-old company focuses on helping their clients build smart social media strategies, identifying target audiences, thinking about business objectives and marketing goals, defining the content mixed model, and putting this into social platforms; including specific management, development, and optimization. SD links a strategic approach with a conceptual, creative approach instead of a programmatic idea of reposting, etc.  It’s a different approach, top-down rather than bottom-up. He outlined how he’s been targeting key metrics and building a content strategy for several clients. Just two years old, Social Deviant has already built out an entire strategy plan for amplify and publicize a new route in air travel across social media, and a specific retainer project for a big brand for Miller Coors Kraft Beer.

 

Why Social Deviant?

I asked Marc about his reasoning behind the company name Social Deviant. He believes in deviating from the typical and wants to revolutionize, in several ways, the field he works in. It’s also just as much as important, how you do it as what you do. Great reasoning, Marc!

 

Content & Social Media

Next up were my questions for Marc. Since he has probably seen it all when it comes to social media, I asked him what he thought of the role that content played in social media, specifically for example: how do blogs work for social media?

 

Content & Social Media = Synonymous

Marc said this is one of his favorite questions. What Social Deviant has done is equate social media with content. Social Deviant has basically made social media and content synonymous. Social media is content, Marc said. He said Express Writers’ content is great—because everything they do for clients is about content. Strategic issues arise, for example, how to measure and manage over time; how staffing can deliver smart content marketing; with POV on lots of this. Social Deviant has done a little “sleight-of-hand” to equate social media marketing to content marketing and include things like business metrics and content types, formats, frequency and volume, the social platforms, syndication and optimization strategies. He’s developed a 7-or-8 point list of content strategizing for all of his clients, making social media = content marketing synonymous.

 

Less Teaching In This Area?

I asked Marc if he has noticed less of a need for teaching, with more and more people realizing they need content. He said clients choose Social Deviant because they embrace the fact they need to be better content marketers. SD only pursues like-minded clients. Marc says: if you stink at advertising we’re probably not your guys, and I don’t have the time or energy to convince you that that’s the wrong approach! Instead, he is looking for clients who know they need to be smarter. The question isn’t just about social media, it’s about how to be a better content marketer, when clients approach SD.

 

Content Marketing As A Whole

SD also looks at all aspects and pieces of content marketing as content, and put a calendar together based on all aspects. They are re-defining what the marketing calendar looks like, driven by content. Put the word social aside, replace it with content. If you have a 12-month calendar, X budget, Y business objectives, what do you need to do to deliver on your marketing objectives? That could be a billboard, a long-form video, a Vine, infographic, images, all of the above. All of this is content. Which of these units make the most impact? Marc admitted it could be cheating—but he has put everything around content, which puts his company in a central role with all his clients. He’s taken the specific word social and replaced it with content.

 

At the ANA Social Summit in San Francisco, Social Deviant presented their new content calendar, driven by content formats that includes all online and offline content types. Interesting—at a social media summit, they presented an integrated content calendar! Incidentally, it’s now being used by big names like Farmer’s Insurance and was a hit when it was presented.

 

Marc said that what Express Writers does is very specific, very fantastic, and a great compliment to work that he’s doing. I told him we should hook this together! He said that we absolutely should, and offered to strategize together on a Join.me meeting with terrific opportunities to collaborate.

 

Long-Form Blogs Are Great, Marc Says

I then asked Marc how he saw other content products fitting into the realm of social media and content marketing: infographics, whitepapers, e-books. He said that Social Deviant has basically construed a taxonomy, built across categories and tags, across social platforms. He specifically mentioned that SD loves “long-form blog content.” Google, Marc said, over-indexes it, and it’s even more powerful if you’re smart about the way you blog and you use tags, etc., which is overlooked by clients but yet enormously relevant.

 

SM Tools

Marc then listed some of the tools that he loves for content curation and discovery: content discovery for hashtags, VideoDeck. He still saw the value of Hootsuite; but there is growing competition there, with bigger clients looking at specific curation, syndication, analytical, or all-of-the-above needs. Adobe Social integrations have been growing.

 

We ended the call with Marc saying: there should be less hand-waving agency guys and more of you! Very excited to get Marc’s feedback, and it was an honor to talk to him.

 

How To Build A Content Strategy 2013 – Video

Video Transcription

Hi, this is Julia with Express Writers. Merry Christmas and Happy Holidays!

 

I’d like to talk to you about content strategy. You’re probably thinking how to keep up with your blogging and all your content during the holidays. It’s pretty simple to go by the seat of your pants; but that’s not always the best idea. So, let’s talk about content strategizing.

 

I’ve presented on the board a content strategy, which describes how to build your own strategy and how to maintain it. So, let’s first look at the purpose of the content. How do you want to establish yourself? Think of your industry, think of your niche, think of your strong point and that you want to establish yourself in that industry. And then, how do you want to educate, and who do you want to educate? You should be thinking about your staff and your clients. And then do you want to gain rankings? This can be done through the use of keywords inside of your content. And then, you want to consider authoritative links inside your content.

 

So that’s the purpose of your content.

 

Next are the 5 W’s and the one H: Why, What, Who, Where, When and How. The first three are your most important: Why, What and Who. Why will give you, again, your purpose; you want to maintain your audience, authority and rankings; what will determine your message and your tone (how do you want to deliver your message? Do you want a trendy voice, do you want a professional voice?). And then, you want to think of who. Who is your audience? Think of your clients, your writers, anyone who could benefit from reading your content.

 

And then, where, when and how. Where: you should be blogging, for sure; when: how many times: once a day will be a huge help to your rankings and your authority in your niche.  And then how. How do you want to structure it? Typically, it’s 500 to 1000 words; to be an industry leader, you want to think more along the lines of 2000 words. And then you want to consider sub-headers and interlinking inside your content.

 

So from everything presented, which is your foundational content strategy, you can get your client topics of interest and your staff topics of interest. For us, that’s our clients and our writers. So we want to think of topics that will interest our clients, like relevant SEO tips for today, maybe specific writing tips for their service or industry. For our writers, what will help them grow? What will help them increase in their knowledge, and benefit our clients? So together these present us with topics for our content.

 

And lastly, remember: you and your company present the biggest ideas for all of your content. That’s how you get your 5 W’s, your one H; your purpose, your message, your audience; this is the foundation of all your content. You can build some great content with these ideas.

 

We will list below our content strategy blogs to further help you in this direction.

 

Thank you for watching! Have a great holiday, and Happy New Year!

Content Strategy Blogs from Express Writers

 

Foundational Tips & Tools

 

Business-Specific Guides

 

Seasonal/Holiday Content Flow

 

We also recommend:

 

pyramid for keywords

The Content Keyword Pyramid

Today, I’d like to talk about writing website content and keywords in a post Penguin 2.0 web world.

This new algorithm update cracks down on content that is spammy.

Spammy content is copy that overuses keywords, is not informative, and is just generally not written well.

Since Penguin 2.0 came out, there’s a big focus on writing excellent website content.

The Keyword Pyramid: How to Use Keywords In Your Content

I’ve developed something called the keyword pyramid to help with writing content around your keywords. The keyword pyramid I’ve developed basically represents the amount of keywords you want in your content. Check it out:

keyword pyramid

It’s an inverted pyramid, and it’s divided up into three sections.

Since it’s inverted, the bottom area are the keywords you’re going to use the most. These are your primary keywords. Secondary, are your derivatives. And tertiary are your synonymous keywords.

As an inverted pyramid, this represents the amount of times you want to use your keywords. So your primary keywords are going to be used the most in your content.

Let’s say for example your product was a sleeping bag. This should be your primary keyword. You want to reach the targeted customers that would be searching for your product. So if you’re selling a sleeping bag, that would be your primary keyword.

Next come the derivatives of this keyword, a variant that you would also offer. Example: British sleeping bag.

Lastly, you have your synonymous keywords. These are anything that is a synonym of your primary keyword. So if we have sleeping bag, a synonym would be slumber bag.

The amount of times you use the keyword in your content should vary. It should not be forced. You shouldn’t count every instance and try to come up with a certain number.

It should just flow through your content naturally. Focus on being informative.

There’s a rule I always say about website content, and it’s been said before:

If you wouldn’t share your own content, you shouldn’t be publishing it.

Your content should be informative; it should be well-written; and it should not over-utilize your keywords.

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