Cornwall SEO

Content Marketing Blog

Lyndon Antcliff

Tribal Content will help your SEO

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Tribal Content

You need to get tribal with your content marketing.

No Longer is SEO about building that one massive link

And as I have been talking about for a while now, it’s about building your Tribe.

The tribe is your main focus, not links. Links come because of the tribe.

The tribe builds the brand. A tribe like model train enthusiasts such as at Gomodeltrains have helped build the Hornby brand.

The tribe in many ways is the brand.

Look at my post on cognitiveSEO regarding how Shopping Comparison sites are using various tribes to build out their content marketing strategy.

Their keyword is the BRAND.

You get people to talk about your brand.

The conversations I am having with other SEOs is that this is what Google is looking at. We need more research on this and I am definitely going to be looking more into it.

Conclusion

Find out what your tribe is about.
Use other tribes to increase the power of your own tribe.

In the meantime, smoke a peace pipe and chill.

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Creative Infographic Example

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You take something that is very funny, “Alan Partridge”.
You add a hard to “get links”, subject like “retirement”.
You then add the mechanics and methodology of infographic creation and you have a tasty bit of content marketing.

infographic_alan-partridge1
From myretirementoptions.com

In my recent article about creating links for boring industries, for cognitiveSEO, I detail the process of doing this.

Creative thinking in content marketing is very hard, as you have to keep producing content at an ever increasing rate. And as Mitch Joel has cheekily suggested Content Marketing is Dead, it isn’t of course and never will be. But he uses the thought to intelligently explore a different way of thinking about content marketing and comes up with the line…

They want to feel like the finished products deserves its space in the book store… or on your Kindle. Authors only publish things that have real value.

Think about this. Take a published author and commission them to write a 30,000 word book to be published for Amazon Kindle. It would probably cost the same as a few infographics. I don’t see anyone doing that right now.

But we will.

Having created a short and snappy, but highly useful book with actionable content, I know how such a thing raises your profile.

Instead of knocking out the odd blog post, commission a book.
Are any of your competitors doing this?

If you need help with this matter or any other content marketing issue, get in touch and I will tell you a few other cool things you could do that your competitors are not.

How can the Concept of Viral Content help Small Business?

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Angry lego man

What can small business learn from viral content?

You don’t create viral content.
You create content that can go viral.
But you don’t get to choose if it goes viral or not.
It’s the crowd that gets to decide.

But we can see what the crowd wants so why don’t we just give it to them?

The amount of choice of content at any given point that the crowd can chose to go viral is immense. It is impossible to plan what the crowd will send viral.

But couldn’t I just spend a lot of money and get the best people together to throw up a viral, like the Old Spice advert?

You could, but after spending cash, which would be multiples of 6 figures, and there is no way to be certain that it would go viral.

But it worked for them.

It did, but why have they not repeated it?

They did, they had a new one out and it had millions of views on Youtube.

But they haven’t replicated the success of the one in 2010, the latest one has 1,994,833 views and 4,316 thumbs up, but 1,721 thumbs down. 250 comments, but most of them foul mouthed and snarky.
Adidas have consistent hits and have a marketing spend of $1.6 billion and from last year shifted most of that spend to “digital media spanning real-time content and online video after vowing to “quickly” recover lost market share to Nike.” According to Marketing Week

How is your budget looking?

So what you are saying is that it’s completely not worth the small business trying to throw up a viral?

Here’s the thing, you don’t “throw up a viral.”
You don’t even create a viral, you create content and as I said before the crowd decides if it goes viral or not.

But why do marketing blogs keep banging on about going viral?

Because it’s interesting for readers, big brands have big advertising budgets and also creatives love making content designed to go viral and so will talk about it more.

So viral content is all fake then?

No, if you have a piece of content which goes viral it can be very useful, but if you are going to attempt to go viral, you need to load up on cash and get the right people on board.
Also, it’s useful to be aware, when making a decision to have all the facts. For example do you know how many pieces of content designed to go viral last year, did not?

No.

Exactly. And are you aware of how much money was wasted on content designed to go viral last year?

No.
So what do I do? How can I take advantage of people being able to send things viral without wasting any cash?

Would you want a 100% guarantee that your money would not be wasted?

Of course.

Then you can’t do it, there is no guarantee.
However, there are elements of this technique which could be useful to you.

Go on.

There are reasons why this content goes viral, it’s all to do with how humans communicate with each other, how stories are used to carry information and to persuade people to do things.

Like buy my stuff?

Yes, you see, “viral” is just a label. What people need are answers to their problems and to feel good about the choices they make.

Well that’s easy, I do that with my customers all the time on a one to one basis.

Exactly, all you really need to do is to translate that to an online setting and produce content which satisfies the needs of people who buy your stuff and the people who like to talk about your stuff.

Because the people who talk about my stuff, but don’t buy my stuff may tell the people who do buy my stuff.

Exactly.

That is really interesting and it’s giving me a whole different way of looking at things. By the way, are you going to eat that donut?

This conversation did not happen. It certainly did not happen with someone who runs a small business in Cornwall I met last year, at the Starbucks in Truro and there absolutely was no donut involved and if there was, there was no way I would have giving it up.

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A Content Creation Course

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Content creation machine

We create content to get links.

We create linkbait to get links.

Linkbait is about content not about links.

Links are the result, not the production. You produce content to get links, you do not build links you build content. (lets get away from this mindset of building links and focus on the reality that is building content for human beings to read)
Content That solves problems gets links

We are not in the seo, link building, web master business, we are in the solving problem business.
The reader is looking for solutions, not content. Linkers love solutions. (It may be content, but is it a solution. (We need to adopt the mind set of problem solvers, not web masters).

Content as a term is an abstract, solutions is the specific focus that works.

To be able to publish solutions you must first know the problem. These are the problems within your niche.
To know the problem you must know your niche.

You don’t have to know your niche, but you should know someone who knows your niche. Publishing solutions can be outsourced.
General information has little or no value , solutions that address specific problems has high value. Intensive research can produce all the problem solving content you will need. Again, this can be outsourced.

Outsourcing, your team must include someone who is an expert in your niche.

You cannot dominate a niche unless you have someone on your team who is an expert, or better still, you are the expert.

The strategic aim is to dominate the niche, we do this by being useful.

The Extremely Useful Content Creation Course
by Lyndon Antcliff

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Noob Farming

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As a gamer I am well aware of the concept of “Noob Farming“. But it could also be applied in the content and publishing world.

Noob farming

The most fruitful harvest an expert can bring in is if they farm fresh noobs. People who are at the beginning of the learning cycle are always more hungry and more plentiful because most do not level up.

The art of providing the most basic level of information in a particular niche is incredibly rich in vitamins and minerals.

But it is very hard for someone who is expert in a niche to bother themselves with planting, cultivating and harvesting noobs. Those who can are never going to go hungry.

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