Wednesday, August 09, 2017

What is the purpose of repurposing content ?


The topic of re-purposing content is coming up a lot these days,  and this recent post by  +Neal Schaffer  is just one example.

Most folks do not realize the SEO benefits of re-purposing your online content, and the value that this adds to your #SEMANTICFOOTPRINT

The term re-purposing is also just another way of saying that you are doing content marketing.....   just saying that words are confusing to folks who are not willing to understand the context of conversations.

Your original content is already within the online environment, and re-purposing your content allows you to do all the basic SEO tricks such as but not limited to

Most online marketing folks use a host of tricks and big words to confuse management and business owners into believing their version of online marketing is different and has more value than others.  These are quite often the same  folks that use the phrase "SEO IS DEAD"  and similar attention grabbing or click bait tactics to enforce their new version of online marketing where Search Engine Optimization is vilified and   made to appear as irrelevant or irrational.

SEO or Search Engine Optimization has evolved from a links and keywords only issue, way back in the late 1990's,  into a vast complex set of issues that are all interconnected and impact on each other through strange and mysterious relationships within the semantic environments of the inter-webs.

Re-purposing your content and linking the new work to the original content in a manner that it expands the conversation,  in different platforms,  is not a difficult task, and the powerful influence of this within the semantic marketing space, where the depth of your semantic footprint is the issue at stake, must never be underestimated.

Search Engines are now using these issues in complex algorithms, to determine the intent of your online content,  so that they may match this intent with the intent of search queries.  This  matching of intent  is a very complex issue, but one that has become essential due to the vast amount of data and information available within the interwebs.  It thus follows that re-purposing your online content and linking the different aspects of the conversation around the actual intent of the original piece of content is very benificial to your SERPs or Search Engine Results pages.

This re-purposing will also give you more than one avenue of getting discovered in the search engine, as each piece of content will have an opportunity to feature within the SERP's, and if your marketing is done well,  you will dominate the Search Engine Rankings for your desired set of keywords and semantically related topics, with many different platforms featuring within the SERP's. 

Folks will be able to find your content within the different platforms, using the internal search engine features of each separate platform,   and if you have ensured that your social media marketing is within the public environment, then you will also have multiple listings in search engines,  making your brand, company or business seem much more important.  Multiple listings in the SERP's will elevate your marketing to unimaginable heights.  

Re-purposing your content has been around for quite some time, never being  spoken of as re-purposing but as content marketing, social media marketing and other confusing terms, specifically to make the folks who use these tactics, seem more important than they are.   SEO or Search engine Optimization, is in reality just a very complex integration of all your online marketing efforts into a single well managed online marketing effort.

I have been using the term #FUFISM or Functional User Friendly Integrated Social Media   for some time now, and am thus greatful to all them online marketing folks who are now begining to move away from the idea of marketing silos where each marketing platform is seen as a stand alone platform to the apparently new concept of #INTEGRATEDMARKETING

Monday, August 07, 2017

How do your potential customers discover your online content?

How do your potential customers find your online content?

There are three basic ways that your intended target audience can use to find your content within the online environment.

The first is, where your intended target market audience will type your URL directly into the browser address box, because he / she knows your web address.  This is usually due to some OFF LINE MARKETING TACTIC where you inform your intended target market audience of your web address, such as news paper adverting, flyers or billboards.

The second is by pure luck or serendipity, when your intended target market audience discovers a link to your content while browsing  the internet.

The third  way that your intended target  market audience may discover your online content, is through the use of a search engine.

The first option can become  quite expensive, as you need to keep paying every month for newspaper, magazine and other expensive off line advertising, where you specify your web address and hope customers type your main landing page address (home page) into the browser's address bar.

The second  is just plain unacceptable from a business perspective, cos you have no control or management  over the serendipity or luck of  your intended Target market audience, and relying on this for your business success is just plain stupid.

The third option, using a search engine, is the most cost effective, but takes quite a bit of effort on your part.  Understanding  the basics of search engine optimization is thus an essential component  of current management skill sets. Taking a FUFISM based  marketing approach will ensure  better marketing success, as this marketing philosophy has a core focus on SEO and related marketing issues.

FUFISM or Functional User Friendly Integrated Social Media is just plain old school marketing, extended into the internet. Knowing your customers needs, and supplying a solution, but within the online environment, is one of the cornerstones of the FUFISM MARKETING PHILOSOPHY.

Using the social media as an online supplementary marketing  tool for your web site or blog is not a difficult  thing to do, however doing this with high precision, and targeting specific keywords and related semantics, starts to get a bit complex in nature, so you do need yo have s clear well documented plan of action

Failure to document your plan makes it difficult  to measure success or failure of your marketing. A written plan also makes it easier to enlist the help of others, as your aims, objectives and intentions will be easily understood, and less likely to be misinterpreted.  Having a written plan also makes it easier to integrate the three seperate components of the SEO space.

IPSEO or in page search engine optimization is all the technical stuff that is included in the HTML of your page, and this gives search engines the basic Context and SEMANTICS of your online content.

OPSEO or off page search  engine  optimization is all the supplemental marketing,  mostly within the SOCIAL MEDIA ENVIRONMENT, and link building strategies.

OLSEO or off line search engine marketing is all your standard old school marketing within the off line environment, such as newspapers, magazines, radio, flyers  and bill boards, where you introduce your event,  product or service  specific keywords  and related semantics to your intended target  market audience.

This is why keyword  research, and related topic selection is so important, coz you need to inform your copy writer and other technical SEO team members which words and related semantics they need to focus on. Here we are talking about things like alt tags for images, anchor text in links, schema markup and other tactics.

Your off line marketing needs to focus on this same set of keywords, topics and related semantics, to ensure that your intended Target market​ audience uses this same set of criteria when formulating their online search query

IPSEO or in page search engine optimization includes  all the technical stuff that is included in the HTML of your page, and this gives search engines the basic Context and SEMANTICS of your online content.

OPSEO or off page but still online search  engine  optimization is all the supplemental marketing,  mostly within your SOCIAL MEDIA MARKETING , and link building strategies, such as blog posts or online adds.

OLSEO or off line search engine marketing is all your old fashioned  physiological marketing tactics to get your intended target  market audience to use specific words (your keywords) in their search queries

SEO has evolved from a only links and link building strategy way back  in the late 1990's to a very complex state of affairs where we now need to understand our target market audience  and their approach to using online search to surface our content.

Creating quality content on its own is no longer an option, we now need to do an awful lot more, and ensuring that your Target market audience is exposed to your selected key words within the off line environment is now an essential part of your SEO strategies. How else can you ensure that your intended Target market​ audience types your selected  keywords into the search box of a search engine?