Simple Website Fixes – Part 7

Welcome to the latest edition of our newest weekly blog series, Simple Website Fixes. Each week we will identify and explain one easy change that you can make to your company’s website in order to improve performance. Last week’s fix was – Use Shorter Forms.

This week’s fix = Add Content

Content used to be king. Some will argue that it still is.

Regardless of who is right and who is wrong, there can be no arguing that producing quality content is an important piece of the marketing mix for most companies. And if you’re not currently writing content for your website, that is an easy solution to help you grow your reach and improve the performance of your site.

Posting content to your site in the form of articles, blog posts, images, infographics, or videos helps you in a few ways. First, they act as a means of drawing in potential customers. Using them as fodder on social media and getting them indexed by search engines means people are more likely to click through to your website and engage with your brand.

Second, they can help establish your expertise in the marketplace. Content is a way to showcase what you know, and to educate the consumer, making it more likely that they choose you over your competition.

And finally, content is a great way to keep people on your site once they get there. They may not immediately find what they are looking for, or they may not be ready just yet to complete a purchase, but content gives them a reason not to leave. The longer they interact with your site, the more likely they are to purchase from you in the long run.

If your website is light on content, that should be your first area of improvement.

Have an idea for a simple website fix? Submit it here and maybe we will include it in an upcoming post.

Content for Link Building

There are a lot of reasons to produce content as a marketing department. It can act as engaging social media fodder, a way to showcase your expertise in the field, and a very effective SEO tool.

In this post, we intend to focus on how to use content for link building.

Link building is the process of creating links, both external (on other sites) and internal (on your site) to the pages of your site that you would like to rank higher in search engine results.

Though the formula for search engine rankings has changed over time to devalue certain types of link building, a higher number of high-quality backlinks to your content is still a very effective way to improve SEO.

With that in mind, here are 4 ways you can use content for link building:

  1. Guest post on industry-specific blogs and media sites with high traffic/followers. By providing quality content that helps and informs, you can attract a new audience to your site. Send one or two links from your blog post or article back to the core pages of your website.
  2. Host guest bloggers on your own site. When you offer industry bloggers a chance to be featured on your site, you also invite them to link back to their content on your site wherever they promote the piece.
  3. Develop a PR outreach plan. Cultivate a list of influencers in your area who have their own outlets (blogs, news, social media, etc.) and create a high-value piece of content on your website. When you let them know about it, suggest ways that they can share that content with their audience by linking back to it.
  4. Allow bloggers to republish your content as long as they provide a trackback URL to the original source.

Best of Content Marketing on

Content marketing has been one of the biggest buzzwords in the marketing space over the last year. For that reason, we cover content marketing often on this blog. But for our newer readers, we thought it about time to recap some of the 8 most popular content marketing posts ever on the Zach Heller Marketing blog.

5 Reasons to Create Content

From our now infamous 5 Reasons blog series, this post focuses on the core values of content marketing and how it can help drive success.

5 Steps to Creating Better Content

Once you identify the need to create content, you need to come up with a way to create it. And not just any content will do, it’s got to be great. Here are some strategies to help you create better content.

3 Stages of Content Marketing

Creating the content is just the beginning. There’s more to it, as the companies who have made content marketing work have shown. Here’s a glimpse of what comes after the content is created.

A Guest Blogging Strategy for Companies

Guest blogging is a popular form of content marketing. It allows you to deliver content to audiences who might not otherwise here from you. This post offers a simple way to get started.

The CREATE Method of Marketing

All marketers need a vision and a strategy. This post shows you a simple way of thinking about your job as a marketer and how to set out a strategy for success.

3 Step Approach to Better Business Blogging

I suggest to you that the most valuable BBB out there is better business blogging. And companies who know how to blog put themselves ahead of the pace in the content marketing game.

Using Webinars to Market Yourself

Content doesn’t have to be written. A great way to develop content for marketing is through webinars. You can host a live event, and have a recording that lives on permanently for all to see or hear.

Is this an Ad?

This isn’t. But that’s the question more and more people are, and will be asking themselves as they interact with content around the web. Ads and content are melding, and it’s important to learn and understand why to set yourself apart.

A 3-Step Approach to Business Blogging

If your business does not have a blog, you are behind the times. But that is no reason not to take that step. A blog is a great way to start producing content, drive social media engagement, and get your site ranking higher in search results.

Here is a quick 3-step approach to getting started:

1.       Set up a blog on your website. This can be accomplished very easily using a blogging platform that lets you plug and play. Wordpress or Squarespace are simple solutions that require limited programming knowledge. You can be up and running in no time.

2.       Recruit writers internally. You have a team of people who know about your business and the industry you’re in. Pick the best writers in the bunch and have them dedicate an hour a week to writing a post for your company blog. Posts can be simple opinion pieces on current events, tips for your customers, or curated lists of other content. They can be short (500 words) with images and illustrations that will attract readers.

3.       Promote through social media. Use Twitter, Facebook, Pinterest, and Google+ to share your blog posts and get people engaging with your brand. Ask for commentary from the community and begin to write things that your readers want to read, making it more likely they share it with their followers.

Want to learn more about effective blogging? Check out “Branding for Bloggers” today.

Free Marketing Ideas Part 1 – Start Blogging

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Welcome to the first edition of my new weekly blog series, “Free Marketing Ideas”. Each week I will identify and explain a simple marketing idea that you can employ at low or no cost.

This week’s topic: Start Blogging

A blog is a great way to get involved in a number of different areas. Once you start creating content, you’re getting started in content marketing. You can use that content as a way to attract new people to your website, to expose them to your brand and what you have to offer.

The content can also be shared on social networks by you and your readers. So it’s a nice way to get started in social media as well.

And finally, you’ll benefit from the SEO value a blog can bring. Search engines like sites full of quality content, and sites that are updated on a regular basis. A blog provides you with the ability to do both of those things. And you can link from your blog posts to important pages on your website, which shows the search engines where people can go to learn more about any given subject.

And all it has to cost you is time. You can use Wordpress to set up a free blog that you can host on your website. And you can start to write the content yourself. They can be short posts, updated on a regular basis. Each one might take you less than 30 minutes.

If you do have the money and want to make it work even better, you can find a developer on Craigslist to spend a couple of hours setting up your site so that the look and feel is exactly the way you want it. They can add plugins that connect to your social profiles and bring in outside content. And you can pay a writer or someone on your staff to make sure the blog is updated on a regular basis.

Share your thoughts on this, and other free marketing ideas in the comments section below and keep the conversation going!