So the audience is not really just specific influencers or customers, potential customers. It’s a big ! broad group.
Then I’m really looking for potential
Audience links with that kind of content. I want to america phone number list find people who can amplify, people who can share socially ! people who can find it directly through the blog ! through the press and media ! through resource pages, those kinds of things.
So my SEO goals might be really broad keywords that have the potential to reach these amplifiers. Sometimes — I know it’s weird for me to easy integration with hubspot say this — none at all ! no keyword targeting at all. I can imagine a lot of viral content that doesn’t necessarily overlap with any specific keyword searches but has the potential to get a lot of links and reach influencers. So, you said, “Okay ! let’s turn off SEO on this and at least make it well indexable and point the links to all the right places here so I’m maximizing their potential visibility.”
It fits into this question:
What kind of content strategy am I doing? Why am I investing in this particular piece? Before you create a piece of content or present a piece of content to your manager ! your CMO ! your CEO, you should make sure you know what it is. It’s very important to do tha ! because otherwise they’re going to judge this content by this ROI and this content by these expectations. It’s just not going to work. They’re going to look at their viral content and go ! “I don’t see any change from this. It was a waste.”
That’s not what it was about
You have to create the right expectations for find list each type of content you’re going to invest in.
Well ! I hope you enjoyed this edition of Whiteboard Friday. We’ll see you again next week. Take care.