I am going to share with you what I see as one of the best SEO Strategies for 2019. “Content Contagion” was a term and a concept first introduced to me by world-renowned SEO and video marketing expert, David Jenyns. While the main concept and tactics were definitely developed by David, I wanted to expand this concept a bit. I want to take you from “Thinking to Linking”, thus helping you to create a complete SEO marketing strategy and plan for 2019.
How Do I Create Enough Content?
This is the burning question for 2019, and has been for some time now. Most companies and small business owners are either to enmeshed into the daily grind of servicing customers and running their businesses, or they are tied up into meetings, board approvals and internal red tape, hampering any progress with their content marketing strategy.
This blog post lays out a simple SEO & content marketing strategy that can be followed by anyone. Fellow SEO marketing professionals should adapt their services to this plan. Internal marketing teams who are scratching their heads on what to propose as their best SEO strategies for 2019 have one right here.
SEO Strategies 2019: Content Contagion Management
The ideation and planning for content creation and SEO begins with market research. In the words of another David, David Ogilvy, “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”
I will use a fictitious small business, a local coffee house called “Cafe 08″, as an example throughout this blog post. Realize that any business, small or large, can leverage this plan to create massive amounts of useful, relevant content and valuable links. Over time, this very strategy will elevate your marketing and online presence above 95% of your competitors. It will also signal to Google that you are an authority worthy of ranking. What Google wants, and how this system delivers, dovetails perfectly.
Step 1: SEO strategies 2019 begins with research. What are your customers clamoring for? What are the top online search queries for what you offer? What are the top questions that your customers are asking in person of your service staff, your sales force or by those that follow you on social media? Compile a list of the top 20, 30 or even 40 concerns, questions, needs and queries. Now you want to locate the best longtail keywords that align with these queries and needs. You are now combining actual, real-time human queries with longtail keywords. Some larger or more aggressive brands could develop hundreds of these combinations. But our local coffee shop, Cafe 08, only needs about 20 to 30 to begin to dominate local search.
Step 2: Develop an overall content marketing script that would cover all these crucial points. It should be written by someone who is familiar with professional copywriting techniques and well as paying attention to your SEO. In the case of Cafe 08, they discovered that these factors were important to their existing clientele and potential new customer base:
- Finding an upscale coffee house that was relaxing
- Where to find the area’s best espresso
- Offered a great selection of homemade pastries and healthy food
- A place with free Wi-Fi so one could work or study
- Has a great online reputation with positive reviews on Yelp and Google My Business
This script would be written that would not only cover these needed factors, but would also go into the depth of these with intriguing storytelling. One would want to add some appeal and personality to this script versus being completely banal and boring. One would write this script in the words that people use in everyday life, not with stock phrases such as “cutting edge” or “best in class.”
Step 3: Create an event and a plan around this script. Ideally, you want to create a live event. If you do this right, you are not only setting up yourself for the “content contagion” strategy for weeks and even months ahead, but the event itself can generate buzz, user generated content, valuable links and social shares.
For Cafe 08, they have decided to hold an open house where the guests will be treated to complimentary coffees, pastries and their signatures sandwiches. They plan for this open house about 6-8 weeks in advance. They plan to not only invite their best clients (brand advocates), but they realize that they are about 80 food bloggers (foodies) in the area who share a similar passion and interest for local, independent eateries and coffee houses.
Step 4: Market the event. The owner of Cafe 08 sends out emails, as well as ensures that his best regulars are being invited and confirmed when they visit his coffee house. Moreover, he invites by phone, email and/or Twitter these influential foodie bloggers. He has a target of 100 people and finds that his open house is becoming popular. People are now asking if they can bring their friends. Locally, he is already creating a bit of a viral campaign for his coffee house.
Step 5: Hold and video the event – follow the script. On the day of the event, he ensures that there is a plan for the day and that the key points of the script are discussed. He feels he can conduct his presentation to all guests in about 30 minutes. Afterwards he will have them partake in the complimentary drinks and food. All of this is professionally videoed. While the event is occurring he asks people to post on Twitter with selected hashtags, such as #Cafe08. Those who are big on Instagram, he invites them to do the same. He and his staff network with his clientele during the event, and in particular, with the foodie bloggers. He discovers that several of these bloggers will be generating posts (and those awesome links) about his event and his coffee house. He also ensures to video live interviews with the attendees to obtain their positive feedback. After the event is over, he calls and/or emails all the guests and thanks for being a part of his community and sharing his passion for great coffee.
Step 6: Logically package your video content around your top keywords. Now the owner of Cafe 08 takes this video and script and now creates a massive amount of content. He creates 20 videos and 20 or more blog posts, all centered around his script. He ensures that each one is featuring these longtail keywords in a natural, human voice. He decides to launch the videos at a rate of 3 per week on YouTube and Vimeo. His blog posts will be posted at a rate of 2 per week. This gives him months and months of a continuous stream of content. Google starts to notice.
Step 7: Distribute this content over time. As well as optimizing it for local search, the owner realizes that he will need to be much more proactive in distributing his content. So he decides to email one video and one blog post per week. Again, this gives him practically a half of a years worth of email marketing content to keep his audience engaged. Over time, he witnesses that his emails are being shared, inspiring more word of mouth and powerful share signals in the eyes of Google. As he makes more money, he decides to pay for his videos to show up in YouTube’s paid campaign. He does the same with Google and Facebook with landing pages, repurposing the content from his videos and blog posts.
Step 8: Social Contagion. To ensure that he has a continuous stream of social signals, the owner of Cafe 08 now leverages the power of automated social media management. With social management resources such as Hootsuite, Buffer, SocialOomph, SroutSocial and even Klout, he knows that he can further repurpose his blog content into individual social posts. One indivisual blog post can be cut up into dozens of tweats. Photos from the event (and the coffee and food) can be posted daily on Instagram. He can preload all this for a weeks worth of social shares, with links to his content, to all his followers. This not only frees up his time, but he begins to see his content retweeted, liked and shared on a routine basis.
Step 9: Leverage the power of online reviews. The best content is user generated content. It is important to develop a proactive mindset and marketing strategy to leverage the growing influence of online reviews. While Yelp and Google My Business are the most effective for SEO purposes, there are many others worth paying attention to to gain best reviews. Our owner at Cafe 08 realizes that he needs to leverage this opportunity and to engage with some type of automated software that will make this process easier and more effective. He discovers a company, Reputation Express, and utilizes their services to generated dozens upon dozens of positive online reviews.
SEO Strategies 2019: Scalability
This SEO and content marketing strategy is completely scalable in several ways:
- Hold more events. Live and via webinars
- Invite even more people to these events
- Create more content per event
- Create different angels of valuable and insightful content
- Create a wider variety of content, such as infographics, podcasts and eBooks.
- Leveraging the help of additional professionals, such as event planners, writers, editors, SEO geeks, etc.
The only limit to this plan is your ingenuity and resources. Companies like mine and David Jenyns are about how to help brands engage in such strategies. If you need assistance, feel free to reach out to me to assist you in launching your “Content Contagion” marketing program.