Digital Marketing Agency in UK


Your website content says it all. From telling the world about your brand to informing customers about the benefits of your products or services, if your copy isn’t top notch then your traffic and sales performance won’t be either.
What is LSI?
LSI stands for Latent Semantic Indexing. LSI is how search engines crawl and index web content quickly in order to ensure the most recent and relevant results are on display for each search term.

LSI also means search engine spiders can look for keywords and phrases that are similar, so a piece of high quality content could rank for a number of similar keywords even if they aren’t the targeted keywords of a particular page.
What is Page Rank?
PageRank (PR) is a method used by Google to determine the quality of links pointing at a website, and therefore the perceived importance of such a site online. PR is scored from 0 to 10, with only a very few websites having a PR of 10. Even Facebook and Google have a PR of ‘only’ 9, which should give you an idea of what level your site needs to be at to achieve a 10.

PR works by transferring ‘link juice’ from one page to another. For example, if you earn a backlink through an article on a high quality website, you’ll boost your own PR and authority as a result. If yours is the only link in the article, you’ll receive the maximum possible benefit, while if there are numerous links, the ‘link juice’ is spread evenly among them.

You can also build your PR by using internal linking. Although you need to be careful of doing too much ‘exact match’ anchor text linking, you can still grow the relevance of your site in Google’s eyes by using this technique sparingly.

PR shouldn’t be the only thing you think about when link building or pursuing your SEO goals, and you should also keep in mind that Google will view a long article with only one link as unnatural and low quality.
What are “Supplemental” Results?
Supplemental results are web pages featured in search results that come after the main rankings. Supplemental content allows the search engines to feature as much content as possible, but means that they can still focus on providing browsers with the most relevant, high quality results first.

Unless you’ve been using doorway pages or have lots of duplicate content on your site that you haven’t highlighted using rel=canonical, it is unlikely that your pages will be placed in the supplemental index. However, as the search engines continue to refine their algorithms further, low quality, low value content is also likely to begin finding itself in supplemental results.
What’s an “Authority” Site?
“Authority site” is a term used to describe websites with a specific niche that contain high quality content and that are respected and use as a reliable resource within an industry.An authority site will typically provide thought leadership and be able to gain many organic backlinks through people wanting to link to the featured content. Authority sites are trusted to provide accurate information, give value to browsers, and link out to other authority sites.

Authority sites, unless they’re news sites, should always centre around one key area, niche, or industry, and be as focused and specific as possible, covering topics from all angles and in-depth.
What is technical SEO?
Technical SEO refers to how well your site itself is optimized for search engines, as opposed to the content it hosts. Elements of technical SEO include site speed, mobile optimization, navigation, security, broken links, and more. Technical SEO audits therefore examine the structure and technical details of your site in great detail to identify opportunities to improve performance and search engine rankings.
What is on-page SEO?
On-page SEO involves optimizing individual web pages and their content to rank higher in search engine results pages, with one of the most important factors being keyword usage. An on-page SEO technical audit examines how well your site utilities target keywords, as well as other factors such as meta descriptions and image use.
What is off-page SEO?
Off-page SEO refers mainly to building a profile of external links on other sites that lead back to your website. These backlinks can be acquired through content collaborations, customer reviews, social media, and more.
How often do I need an SEO audit?
Depending on the size of your business, it’s recommended to perform a comprehensive SEO audit at least once every twelve to eighteen months. It’s especially important to run an SEO audit if you’re planning a website redesign - doing so provides you with a benchmark to compare your new site’s performance against at a later date to gauge how effective your changes have been.
What are target keywords used for?
Target keywords are relevant words or phrases that a business has designated as likely search queries used by potential customers. Whenever an individual uses a search engine, they will type in a set of words that will inform the search engine what they are looking for. Keywords are used by a business to guide potential customers to their website or landing pages.
Why is keyword research important?
Effective keyword research is essential to all aspects of a digital marketing strategy. It allows a business to identify the impact a particular keyword might have on traffic and lead generation and will save a business time and money by focusing only on relevant and related keywords. Keyword research will also guide a business when it comes to its content ideation.
How can I tell if my keyword research is effective?
There are several key metrics that a business can use to determine if its keyword strategy is having a positive impact. Many keyword research tools will allow a business to analyse factors such as traffic from organic searches and impressions as well as changes in a website's search engine results pages (SERP) ranking.
What are keyword difficulty scores?
A keyword difficulty score can be used to determine the likelihood of ranking on the first page of Google using a given keyword or phrase. A low score would indicate a high monthly search volume for a particular keyword, meaning that a place on the first page using that keyword or phrase would be difficult to secure.
What is competitor analysis for SEO?
Competitor analysis involves researching and evaluating the other companies that share a business's given sector or niche. It will usually involve exploring a competitor's web content, social media presence and practices, and backlink and keyword strategies. It is used to identify limitations in a competitor's performance that be exploited.
Why is competitor analysis important?
Competitive analysis is an important process a business must undertake in order to gauge where it places within the market. It can be used to identify highly effective competitor strategies that a business can look to emulate. It can also form part of a broader keyword and SEO strategy that will improve organic traffic and inform a business's own backlinks strategy.
How do I identify competitors?
The most effective way to identify competitors to your business is to utilise search directories and search queries. Make use of your most relevant keywords by seeing what comes up when these are entered into search engines. Those at the top of the first page will likely be your main competitors. You can also gauge opinions from your existing customer base to see if there are other places they go to for the services or products you offer.
What are the different types of competitors?
There are generally considered to be three types of competitors for a business. Direct business competitors offer similar products or services to your own business and will have the same target audience. Indirect competitors are those businesses in the same sector as yours but who offer a different product and replacement competitors have identified the same customer pain points your business is trying to solve, but they have different means to achieve this.
What is a content-led strategy?
A content-led strategy is one where business growth is stimulated by effective, targeted blog posts, articles, and other forms of written or visual content. With this strategy, content is optimised to perform highly with search engines in terms of organic traffic and search rankings. Link-building strategies are steadily built through consistent, high-performing content.
How do you create an effective content strategy?
To create an effective content strategy, you will first need to establish the main objective of your strategy. You will also need to establish, through market and customer research, what the most effective means of delivering content will be for your particular business. Finally, you will need to create content that adds value to a a customer's experience with your business.
What is the best type of content for my business?
The most appropriate type of content differs depending on the type of business you are running and the target audience. For example, if your business is geared toward a younger audience, it is likely that short-form, video content may have more of an impact than in-depth articles and pillar pieces.
How do I know if my content strategy is successful?
The effectiveness of a content strategy can be gauged through a selection of key performance metrics that a business can track and analyse. Increases in organic traffic and the number of unique visitors can be indicative of progress and growth. Increased click-through rates (CTRs) on backlinks, decreased bounce rates and higher engagement and impressions with social media posts can act as further evidence of success.
What is a data-led strategy?
A data-led strategy is one where a business uses data to guide marketing and procedural decisions rather than intuition and gut instinct. A business will use powerful data generation tools to gather facts and figures on a vast range of areas that form the basis of its practices. The business will then interpret and evaluate the data sets to make logical, informed decisions regarding business operations.
Why is a data-led strategy beneficial for a business?
Marketing decisions and strategies that have been informed by data are objective rather than subjective, meaning that it is easier to predict continued successful trends and consumer behaviours. Data allows for a far deeper and more nuanced interpretation of why a business is performing as it is and will lead to fine-tuned, logical alterations in strategy development rather than sweeping changes.
Which types of data are the most important?
The data metrics that a business should pay the closest attention to depends on the specific business objectives and goals. For example, if a business is looking to develop its content strategy, data related to keyword performance and search engine results should be carefully evaluated. If a business wants to improve website performance, then data on website visitors, bounce rates, and click-through rates (CTRs) will take precedence.
How do I devise a data-led strategy?
There are a number of key steps involved in developing an effective data-led strategy. Your business will need to have a clear objective which the data will help to facilitate. You will need to make sure you have invested in powerful data-generation tools. You will also need to ensure that data-driven techniques and approaches are slowly incorporated into the day-to-day operations of your business and accessible to all relevant staff members.
What is local SEO?
Search engine optimisation (SEO) ensures that your business website ranks highly via search engine queries. Local SEO follows the same concept. The only difference is that the strategies involved are all tailored for local customers searching for local sites rather than a global audience.
Why is local SEO important?
Local SEO is vital for any local business that wishes to grow and expand. Most local organic results are from people who are specifically looking for your type of business. This will generally mean higher conversion rates if your business appears high on local searches. Strong local SEO efforts will result in high rankings via Google Maps and Google's Local Pack.
How can I boost my local SEO results?
You should start by securing and optimising your business listing on Google My Business. This is the essential information about your business that Google will use to determine ranking position. You can also encourage existing customers to leave verified, positive reviews in multiple locations across your social media and review platforms to increase domain authority.
What is Google’s Local Pack?
Google's Local Pack is a group of three businesses that appear at the top of local searches. They are distinguished by a review rating, address, and any other key information. They will also be accompanied by their physical location via Google Maps. For local businesses online, appearing on the Local Pack will usually result in a huge opportunity for potential customers to find your business listing.
What is content marketing?
Content marketing is a type of digital marketing strategy that relies on targeted and consistent content creation to engage target audiences. This content should create added value for existing customers who interact with your online business. When implemented successfully, it will help attract new customers and increase your overall online presence.
What are keywords used for?
A keyword's main purpose is to inform search engines of what is contained within a web page or piece of content. A search engine will then use this information to help determine where a website will place on a search engine ranking list. Whenever a search engine user types something, the query will match with websites that make optimal use of the word or phrase across their web pages.
How is keyword research conducted?
A business will start by pinpointing closely related keywords that will easily inform what the business offers. Businesses will use software such as Google Analytics and Trends to identify search intent which can be factored into the strategy. These keywords will then be utilised to develop content and meta descriptions to give a high SEO ranking.
What are the benefits of a strong SEO content strategy?
A strong SEO content strategy will result in increased search engine results, a lower cost-per-click on inbound links, an increased number of website visitors, and a higher level of trust within a business's existing customer base. Over an extended period of time, it will ultimately lead to increased revenue and higher domain authority.
What is an Editorial Calendar?
An editorial calendar is a document used by businesses to help maintain consistency when publishing content. It is often a key tool used to set out a company's overall content strategy and timelines. It can also be an effective project management tool to help your team members stay organised by knowing exactly what they need to do and when they need to do it.
How does an editorial calendar differ from a content calendar?
The two terms are often used interchangeably. However, whereas an editorial calendar is often more geared toward detailing aspects of the overall content marketing strategy, a content calendar is used to organise immediate content commitments. A content calendar will help keep track of the content creation process and will highlight the important dates and expected schedules of when content is expected to go live.
How do I create an effective social media content calendar?
Firstly, you should devise a list of broad types of content that you wish for your social media posts to cover. These can include things such as blog posts, tips, and announcements. You should also create a bank of topics that you wish to cover over the coming weeks and months. You should also research your target audience to determine when they are most likely to be online and factor this into your posting schedule. Finally, you should look to utilise marketing automation to ensure you never leave your audience without fresh content.
Why is an editorial calendar important?
An editorial calendar helps a business to visualise the big picture of what they want to achieve with their content and marketing. It provides a structure and purpose to the content creation process and can be beneficial for your entire marketing team. It is also ideal to highlight short, medium, and long-term objectives as well as how those objectives are intended to be measured and achieved.
What are product descriptions?
Product descriptions are pieces of content on a company website dedicated to presenting key information about a product. Most will typically include information such as product specifications, functionality and product benefits, and verified product reviews. Many will make effective use of good images to increase the appeal of the product to potential customers.
Why are product descriptions necessary?
A product description functions in the same way as a salesperson does. It offers customers all the necessary information they will need in order to make an informed purchasing decision. Businesses will naturally use product pages to present their products and services in the best light possible. Effective product descriptions are also important for building trust and integrity between a business and its target audience.
How do I write an effective product description?
The best product description examples will focus on their ideal customer (or buyer persona) by articulating exactly how the product or service will benefit them. All the information on an effective product description will suggest how the product or service will help solve a customer's pain point or issue. Additionally, the page will entice a potential buyer with additional benefits and powerful, persuasive copy.
What are product metrics?
Product metrics are sets of information or data that inform a company how well a product or service is doing in terms of revenue and engagement. They include things such as the average revenue per customer, the click-through rates (CTRs) on Calls to Action, and the customer churn rate. Metrics are vital to consider when making informed decisions and amendments in relation to a digital marketing strategy.
What are buying guides?
A buying guide, or a product guide, is an article created with the intention of aiding potential customers on their buyer's journey. It provides them with all the information they will need regarding a product or service that will enable them to come to an informed decision on whether it is right for them. The ultimate objective of a buyer's guide is to facilitate a purchase from the customer.
What makes an effective buying guide?
A successful buying guide will strike a good balance between conveying enough useful information to the potential customer and burdening them with too many facts and figures all at once. Many will also offer additional value related to the actual product. It will also be written with a natural, believable tone and voice and will be fully optimised for high search engine results page (SERP) rankings and SEO performance.
What are the different types of buying guides?
Broadly speaking, buying guides can be categorised into two main areas. The first type provides an in-depth focus on a single product or service. Businesses with physical products to sell or services to offer will likely use this type. The second type is often referred to as a roundup article, which will compare and contrast several products or services within a given niche at once. Comparison websites and blogs that lie squarely within a sector may often write these.
Why are buying guides important?
Customers have more choice than ever before when it comes to where they spend their money. A buying guide is a solid content marketing strategy tool for businesses to demonstrate their integrity and authority within their sector. An effective buying guide will demonstrate to your target audience that you care and want what's best for them. They can also help to drive traffic and lead generation to a company website.
What is a pillar page?
A pillar page is a modern digital marketing tool designed to cover a particular topic or niche in a broad but shallow manner. On a surface level, it will contain all relevant content related to a subject, but it will also contain cluster content hyperlinked to other sections of the website or blog posts that are more in-depth on a given topic. These topic clusters will still be related to the overarching subject of the pillar page.

LSI also means search engine spiders can look for keywords and phrases that are similar, so a piece of high quality content could rank for a number of similar keywords even if they aren’t the targeted keywords of a particular page.
What is cluster content?
Cluster content is contained within relevant blog posts that are related to the main subject area of the pillar page. As an example, a pillar page may contain all pertinent information related to a specific sport. Cluster content pages would then link internally with the pillar page and provide more detail on areas such as the best equipment, the history of the sport, or the rules.
Why are pillar pages necessary?
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).
What are the benefits of pillar pages?
Aside from higher SEO performance, pillar pages with clean internal links to topic clusters are more easily manageable for your content team to navigate, as well as visitors to your website. Subsequently, businesses are better able to gauge exactly which areas of content or information may need enhancing at any given time, resulting in higher quality content creation for the website.
What are landing pages?
Landing pages are standalone web pages specifically designed to entice potential customers to make a purchase. They are usually found via a business's content marketing efforts on their social media platforms or company website. Landing pages will often fulfill some form of promise or benefit to a customer who has registered an interest in a product or service through external means.
What makes an excellent landing page?
The most successful landing page examples will usually be concise, with the singular objective of converting a visitor into a paying customer. Strong landing pages will make it clear what the product or service is and how a customer will gain value from purchasing it. Most landing pages will confirm the offer suggested via the initial click-through link, and all will contain a simple, easy-to-access call to action (CTA).
Landing pages vs. home pages – what’s the difference?
Landing pages often act as an intermediary stage between social media content and product pages on a website. While high levels of website traffic are great for the overall engagement that a business is looking for, it doesn't necessarily translate into high levels of revenue. Home pages provide an overall welcome to the business but they aren't just focused on converting leads, which is the ultimate objective of landing pages.
What are the different types of landing pages?
The predominant types of landing pages are lead-generation and click-through landing pages. Lead generation pages are generally used to entice customers with offers or special deals in exchange for some form of engagement, usually in the form of data capture forms. Click-through landing pages act as a middleman to direct customers to exactly where they need to go on a company website in order to complete a purchase. There are also pages known as squeeze landing pages and splash landing pages.
What is an eBook?
An eBook is a form of content marketing that takes the form of a published book. They can be read via any type of electronic device including tablets, mobile phones, and desktop computers. Most books that were originally published in the traditional manner have been translated into a digital format and made available for purchase via online booksellers.

LSI also means search engine spiders can look for keywords and phrases that are similar, so a piece of high-quality content could rank for a number of similar keywords even if they aren’t the targeted keywords of a particular page.
Why should a business publish eBooks?
There are several reasons why a business should spend time creating and publishing eBooks. From a marketing point of view, a free eBook is often a highly appealing product that consumers may consider purchasing in exchange for contact information or as a subscription reward. Many businesses can use eBooks to go into far greater detail on aspects associated with their business niche or sector, which can go a long way to establishing trust and authority among their target audience members.
What are the disadvantages of eBooks for businesses?
While they are more popular than ever, many potential consumers still prefer to read traditionally published books and so will not be enticed by the offer of a free eBook. Depending on their length they can be a time-consuming and costly form of content marketing. They can also be inhibited by technological issues.
What should content marketing eBooks contain?
The primary purpose of a content marketing eBook is to create substantive additional value for a consumer that is related to either the business or the industry within which the business resides. This serves the purpose of building confidence and trust among readers that the business has in-depth knowledge of a subject and will subsequently make them more likely to make additional purchases from the business in the future.
What is a podcast?
A podcast is a modern form of content marketing that involves creating digital audio files that can be downloaded from or listened to via the internet. Podcasts allow content creators to offer insights and expertise on topics they are passionate about. Many of the most successful podcasts build a loyal listener base through regular, engaging content.
Why is a podcast so useful?
More people than ever are engaging with content on the go. Podcasts are an excellent method of delivering content to listeners who may also be engaged with other busy areas of their lives. They are often far more personable than written content and allow a consumer to develop a much stronger impression of the creator. For businesses, they are often very cost-effective means of delivering their messages to a broad potential audience.
What makes a great podcast?
The best podcasts strike a great balance between being entertaining and energetic while also serving as an effective way to boost brand awareness and lead generation for the business. They will offer listeners additional value within their particular favoured subject areas. Additionally, a successful podcast features interviews with influential figures or individuals who are experts within the podcast's sector or niche.
How do I start a podcast?
To set up a podcast, you will first need to ensure you have the basic equipment, including a good microphone and sound recording software. Research podcast success stories within the topic area you wish to enter. Consistency is key, so make sure you have several topic ideas ready at the beginning. You will also need to set up a website or RSS feed for your website and decide on a suitable host podcasting platform.
What is content ideation?
Content ideation is the process of developing blog post ideas and relevant article topics that will appeal to your target audience and resonate with your existing customers. It involves monitoring what your audience wants from your business and identifying successful strategies from content competitors. During the ideation stage, content marketers will develop ideas that will both engage readers and lead to high search engine results page (SERP) performance.
What is the difference between evolutionary and revolutionary ideas?
An evolutionary idea is one that takes advantage of existing content. Many business blogs will have historic posts that could easily be recycled and updated for a modern audience and still find success. A revolutionary idea takes an old content idea or concept idea and does something completely new with it. Both are successful content ideation techniques.
What should I look for when examining competitors?
When carrying out competitive research, a good content marketer will try and get a broad overview of their online presence. Therefore, you should explore their leading social media platforms in terms of traffic and engagement. You should look for both positive and negative reviews to see what they do well and what they can improve on. You should also develop a thorough understanding of the types of content they produce and how often they offer it to their readers.
What makes a good blog article?
The best articles will convey authority on a topic and will have a consistent tone and structure. It will engage the reader and encourage them to invest time and interest in the business, potentially leading to increased revenue. It will also make good use of focused calls-to-action (CTAs) in order to secure increased engagement with the reader and will be fully optimised for high search engine rankings.
What is copywriting?
Copywriting is the process of developing and producing written or audible content designed to motivate customers to engage with a business. This engagement can take the form of actions such as making a purchase, signing up to a newsletter, or clicking through to a landing page or website. Many businesses will hire professional writers to ensure their marketing blog is filled with focused, informative copy designed to increase traffic and revenue.
What makes effective copy?
Effective copy is written content that is engaging, concise, and actionable. Product pages will tell the customer exactly what the product is and how they can purchase it. Blog posts will provide additional, relevant value to enhance the buyer's journey and social media posts will be tailored to instantly draw attention to the business within a very competitive landscape.
Why is copywriting important for businesses?
Copywriting is essential for any business wishing to succeed online. It helps create a tangible relationship between the business and its customers. It is usually a cost-effective marketing strategy that, when implemented correctly, will match a business to its ideal audience. It is also a necessary technique to ensuring a business is competitive in terms of search engine rankings.
How will I know if my copywriting is successful?
The primary objective of web copy is to act as a sales pitch for potential customers and drive traffic to your website. If you have recently started producing content as part of your digital marketing strategy and you have seen an increase in web visits and social media engagement, then there is a high chance your copy is succeeding in increasing your online presence.
What is a blog?
A blog is one of the earliest forms of content marketing that continues to achieve success today. It is the section of a website dedicated to delivering written content curation in the form of news, product reviews, and articles to website visitors. Most online marketing now involves businesses delivering additional value to their customers that goes above just purchasing a product or service via blog content.
What should be included in a blog post?
Content marketing blogs will typically contain an engaging body of relevant written work designed to impact the reader. To be successful, it will require an optimised heading that will grab readers' attention and visually appealing graphics. It will contain targeted internal links that will further enhance the customer journey and will end with a powerful call-to-action (CTA).
What are the benefits of a successful blog?
A company blog will is often a dynamic content marketing platform that will use inbound marketing topics to drive traffic to a website. When used correctly it can increase your social media marketing presence and overall reach of your business. Calls-to-action will often result in lead generation and increased revenue. Finally, an informative blog will also increase trust and domain authority within your readership.
How do I know if my blog content is successful?
There are several key marketing metrics that can you track to gauge the success of your blog. Content marketers will track simple numbers such as overall page views but they will also delve into traffic by channel data to determine which platforms are generating the most engagement. Low bounce rates, low costs-per-click (CPC) and high search engine result page (SERP) rankings are also indicative of a successful blog.
What should you avoid when creating content for your business?
Poorly written content can reflect badly on your business, suggesting a lack of care or attention. You should also look to avoid duplicating content as long-time readers will not appreciate this. Stuffing keywords is also considered poor business etiquette when it comes to crafting your meta descriptions, inbound links, and visible text.
What makes a good blog article?
The best articles will convey authority on a topic and will have a consistent tone and structure. It will engage the reader and encourage them to invest time and interest in the business, potentially leading to increased revenue. It will also make good use of focused calls-to-action (CTAs) in order to secure increased engagement with the reader and will be fully optimised for high search engine rankings.
How do I know if my articles are successful?
There are several key marketing metrics that can you track to gauge success as you create content for your business. A marketing team will track simple numbers such as overall page views but they will also delve into traffic by channel data to determine which content platforms are generating the most engagement. Low bounce rates, low costs-per-click (CPC), and high search engine result page (SERP) rankings are also indicative of a successful blog
What is an email marketing campaign?
An email marketing campaign is a type of digital marketing strategy that involves sending a coordinated set of emails to existing mailing lists over a designated period of time. When a subscriber receives a marketing email, they will usually be encouraged through a Call to Action (CTA) to exhibit a certain response as a result of these emails, such as checking out a new product or service being offered.
How do you create an effective email marketing campaign?
The best email marketing strategies will have very clear objectives that can be actively measured. The subject line within each email should be kept short and concise and should convey exactly what is contained within the email. Successful email marketers will have also researched the optimal times to send emails in order to achieve a maximum return on investment (ROI) and will ensure that emails are sent consistently.
What are the benefits of an email marketing campaign?
Email campaigns are often an effective way of engaging with loyal customers who have taken the time to sign up for a mailing list. While the same email will usually be sent to all subscribers, it can personalised to help build a sense of loyalty and community with your readers. For small businesses, email campaigns can be an effective strategy to build an initial customer base.
What should I avoid when using email campaigns?
First and foremost, all email subject lines and content should be well-written and edited to create a sense of professionalism and care. Emails should be strategically timed over a given period to avoid coming across as pushy and should always contain additional value or information rather than simply being used as constant pleas for sales. Customers will quickly lose interest and patience if they feel as though they are receiving nothing but spam.
What is social media content?
Social media content is any form of written, visual, or audible content designed to be published via social media platforms such as Facebook, Instagram, and Twitter. Its primary intention is to drive engagement and interest in a business from existing and potential customers who will then visit a company's website or primary sales outlets.
What are the benefits of social media content strategies?
Social media content is an excellent means for a business to stay closely connected with its customer base. The interactive nature of social media allows businesses to see the impact of their content in real time. Social media is also the most effective way to attract new customers to a business, such is the vast reach that each platform now has. Many platforms also have existing, relevant groups and communities that businesses can look to target.
What are the most popular types of social media content?
Blog posts are a great way for businesses to deliver value-added content to their loyal customers, often providing more in-depth information related to a business and its products. Both short-form and long-form video content are popular methods of offering dynamic, informative content. Many businesses will also use image-sharing sites such as Instagram to create appealing visual presentations of their products.
How will I know if my social media content is successful?
You can use several key analytics to determine the success of your social media content. You will be able to track views on blog posts and the number of interactions your social media posts have with your audience. You will be able to gauge a rise or fall in engagement over time by measuring the number of impressions per 1000 followers. You can also track click-through rates (CTRs) for your posts that contain a Call to Action to see if your posts are generating leads and revenue potential.
How did the skyscraper technique start?
The skyscraper content strategy was devised by a man called Brian Dean who postured that an abundance of editorial backlinks present within content would lead to high search engine rankings, and subsequently more traffic and engagement. The initial idea was to enhance existing, well-performing content in some way so as to provide both add value to customers and high SEO results for the business.
Why is skyscraper content sometimes criticised?
While the initial intentions of the technique seemed to be genuine, skyscraper content is often seen as lazy and unoriginal, with its only focus on presenting re-published versions of existing content with very little worthwhile amendments or additional valuable backlinks. Businesses can also fall into the trap of assuming that better content is simply longer content, which often isn't the case.
How should the skyscraper technique be used?
As the name suggests, the concept behind the skyscraper technique is to stand above others like a really tall building. It should focus evenly on creating unique angles on existing content while also being link-worthy. Market and competitor research is an essential step to achieving success with the technique - you will need to build an in-depth knowledge of who has achieved high success and how they achieved it.
What are the benefits of skyscraper content?
When used correctly, the technique offers a high scope for creativity and originality. As you are usually working with content that has already achieved success, you are already safe in the knowledge that it will strike a chord with readers. It also means that you won't have to expend time and effort in coming up with completely original content.

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