This is the Relationship Between SEO and Content Marketing in 2017

It seems like we’re at the peak of the digital era. Recently, digital business and marketing trends have swiftly evolved. 15 years ago, you could build a website in a week, stuff it with simple keywords like “sneakers,” throw some ads up pointing to existing websites, and create an instantaneous residual salary; this isn’t exactly the case anymore where SEO, content marketing, and advertising are concerned.

Today, you can build a website in a day (with some content management systems). 

Today, you must focus on much more than keywords to make search engines notice you. 

Today, consumers use Ad Blockers, so you need to be cautious with any online advertising. 

In a Nutshell, What are the Trends in SEO and Content Marketing?

If you’re reading this, you probably already know a bit about search engine optimization (SEO) and content marketing. Yet, you may or may not know what’s happening in these worlds. If not, don’t be ashamed — these systems are still unfolding new subsystems while most people still consider them “emerging.” Here’s what’s going on.

Value and Relevance are More Influential to SEO than Keywords

Throughout my career, I’ve spent thousands on search engine education. I didn’t just stop after the first course, either. Why? Google and other search engines update their algorithms often, so, by the time you think you have SEO mastered, there is a new upgrade that is likely going to decrease traffic to your website. Unless, of course, you know the secret.

Value and Relevance are More Important to SEO Than Keywords via @notispress

While making an effort to rank for specific search terms and keywords isn’t a completely dead practice, there is one way to ensure that your content is excellent: provide value to your audience and be relevant and timely. If you do this, you can’t go wrong.

More shares lead to more traffic and organic backlink building. A high number of top-quality backlinks signal to search engines that your page is worth ranking. So, keywords aren’t as critical as they used to be.

There’s Much More to Content Marketing Than Writing Articles

When people think of content, the first thing that comes to mind is usually a blogger sitting around writing articles all day. In an article I wrote for Visual Contenting, I laid out the content marketing myths that I most often hear. Here’s a summary:

  • Search engine strategy should line up with product/ service offering.
  • Content marketing is cheap.
  • Companies should outsource content creation to save money.
  • Web design isn’t as important as content quality.

The truth is that your SEO efforts should line up with your customers’ pain points, NOT your products and services. Content marketing, though it has a higher ROI than traditional marketing, costs money. When you outsource this type of work, you should find an expert in the niche you’re writing about rather than go with the cheapest bid. Your web design plays a deciding role in the success of your campaigns. This is a complex industry.

So, How do SEO and Content Marketing Relate to Each other Today?

You publish content and search engines read it, right? Well, yes and no. It’s not exactly that easy anymore. There are so many factors at play today – they seem to complicate the issue. Yet, it may be much simpler than you think.

Imagine that you’re making a pie. You remember most of your grandmother’s recipe. But what was her secret ingredient? Of course, in the past, you would have called your mother or grandmother, and you still might, but if she doesn’t answer, what do you do? You turn to Google, and you can’t just search for “apple pie.” You know that you have to be more specific if you’re ever going to find what you’re looking for.

You might look up “What are some rare ingredients you might add to apple pie?” That’s how most people look for everything. Google is almost like a friend that we go to with our most pressing questions. The most common question people in Idaho asked Google last year was, “Is Ted Cruz the Zodiac Killer?” This isn’t a joke.

What Does This Mean for Your Content Marketing Strategy?

So, when creating your content, you need to realize that search engines are only going to become more intelligent, so you need to use human language when writing online. Unless you’re BuzzFeed, don’t worry about ranking for trending search terms.

What's Trending on Google? Don't Worry About it! via @notispress

Yes, it’s great to know what’s trending, and you should seek strategic ways to meet your readers where they are today. But, the chances of ranking for the most searched term shrink more and more all the time.

This is How to Use Trends to Your Advantage

Today, search terms related to the Home Run Derby are trending. So, you know what’s hot. You can get creative with this. Offer your readers something they’ve never read before. Giancarlo Stanton is breaking records at the competition, and his fans might want to know, for example, how old he was when he started playing baseball or if he has any children.

If it’s somehow related to your brand, on a day like today, you might want to publish an article titled, “You’ll never believe how old Giancarlo Stanton was when he started playing baseball!” This could definitely get people’s attention.

Piggyback on trends rather than trying to write the same thing all the journalists are already covering. When you can wow people with something original, you’re more likely to stand out from the crowd and attract high-volume traffic to your site.

Conclusion

When it comes to search engines, there are so many factors to your ranking success that keywords are moving to the wayside. As consumer paradigms shift, your content marketing must evolve. Now, more than ever, you need to focus on providing meaning and purpose with all your promotional efforts.

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5 Ways to Write Converting Newsletters for Your Artist Website

How to Write Converting Email Newsletter for Your Artist Website via @notispress

Online newsletters are a great tool to market your art products and services to the masses. As with all online content creation, however, there is a right and wrong way. Regardless of the specifics of your art website newsletter, conversion is the ultimate purpose. You can have great content and a striking layout, but above all else, you need your readers to act upon what they’re reading.

Newsletters are unique because they are more engaging than just a web page or blog post. They can provide a wide range of interesting topics to relate to a broad range of readers, especially buyers. You can appeal to your viewers’ emotional side while engaging them with your artistic projects, services, and more. Here are some crucial tips to follow when creating your newsletter:

1. Write for Your Target Audience

It’s important to know who your target audience is. Who are you trying to reach and what will appeal to them? By knowing that information, you will be able to target your message to that particular group of people. There are many online resources that can help you find the best marketing strategy for targeting your online art audience. Here are some free marketing resources with information for newsletters:

  • MailChimp – This platform has lots of information for business interaction and marketing resources via email. You can download news and reports on their MailChimp Research page.
  • MarketingSherpa – This research institute offers practical case studies, research, and training for marketers by tracking what works. You can find free reports and paid training on their website.
  • SilverPop – SilverPop’s research can provide you with information regarding marketing, social, mobile, and campaign automation, behavioral marketing and email, email marketing, web forms, lead and contact storing and analytics and reporting. By simply sharing your email address with them, hundreds of their studies are accessible to you free of charge.

2. Have a Content Plan

Those who subscribe to your online art newsletter deserve to have great content to read. You need a plan as to exactly what you want to say to your readers. You should give a clear message to them, and be sure to have sufficient information in each email. While you need to stay focused on those marketing goals, you must never forget the human element.

Here are some questions you can ask each time you plan a newsletter:

  • Who are my target art buyers?
  • What do my subscribers expect from my newsletter?
  • How often would subscribers want to receive an email?
  • Where will I find the new content for the newsletters each time?
  • Do I have competitors, and if so, what do their newsletters look like?

Email marketing is very competitive, and you will need to compare yourself with the best artists in order to really get anywhere. Focusing on competing with campaigns you consider average will not likely help you reach substantial goals. Your standards should be extraordinarily high in order to compete. In fact, according to the 2015 Email Metrics Benchmark Study from SilverPop, “average is the new low” when it comes to marketing through emails.

3. Make Your Art Newsletter Scannable

If you’ve ever had to read a long and boring page online, you know how tedious it can be. People have a limited capacity for processing information, and therefore, it’s important that your art newsletter is laid out in short sections. In fact, it’s best to use less than 9 sections to maintain your audience’s interest. Also, if you use subtitles throughout, along with some bullet points and numbered-lists, people can skim and still read most of your newsletters.

4. Strategize Around Emotions

While it’s important to keep your newsletter readable, you have to consider the content’s feel. You have a particular mindset or attitude to pass on to your readers. Before you begin writing your newsletter, decide the tone you want to use. You can be warm and friendly, funny, direct, or serious and professional.

Again, consider your buyers: what do they need to hear from you? What would be most appealing to them? How can you reach them in the most effective manner?

5. Make Your Newsletter Mobile Responsive

As you create your art newsletter, make sure it is adaptable and easily viewable on all mobile devices. This may require eliminating some images or forms, but you will appeal to nearly 65% of readers who open their email from a smartphone.

In 2013, iPhone data was collected from Movable Ink’s Agile Email Marketing Platform between October 1st and December 31st. According to the U.S. Consumer Device Preference Report, instead of desktop computers and laptops, more people opened emails. It’s absolutely vital to have a website and newsletter that has a mobile responsive theme and content.

Conclusion

A newsletter for your artist website can be a profitable way to increase traffic to your site, engage your clients, and generate sales. If you take the time to appeal to the right audience – especially buyers – you will be rewarded with high engagement and conversions. Subscribe to receive more articles like this in your inbox.

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