Content Distribution: Why 内容管理 Beats Search

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海蒂·科恩
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Done well content 内容管理 beats search for content distribution.

虽然这听起来有违直觉,但事实并非如此.

原因如下:

To rank for a specific search phrase requires keyword research, 内容创作, 是时候出现在榜单上了. It may also require supporting paid search advertising.

By contrast, content 内容管理 takes old fashion elbow grease. 翻译:员工的时间.

提醒你 并非所有的内容管理都是平等的.

Bargain basement content 内容管理 won’t beat search. I’m talking about stripped down 内容管理 that attracts little distribution boost. This content 内容管理 adds little to the existing content beyond a ho-hum title 和 short, 不值得纪念的评论.

内容管理胜过搜索的3种方式

Here are 3 ways that content 内容管理 beats search for content distribution.

1. 搜索只在网上进行.

抱歉,但这是件大事! 内容管理可以在线和离线进行. 离线内容管理的好例子有 一个星期 和 conferences are a great example of offline content 内容管理.

2. Search depends on visitors to seek the word(s) for which you’ve optimized.

谷歌上15%的每日搜索都是新内容 (或5000万次搜索). 这意味着他们以前从未被询问过. Content 内容管理 leverages the power of influencers plus quality content on reputable media platforms.

3. 搜索使用社交信号.

The strength of your content’s 社会 acceptance has an impact on its ranking. Social content 和 社会 sharing are baked into good content 内容管理. 作为一个结果, participants have a vested interest in sharing the content because it makes them look good.

10个可行的内容管理技巧

以下是如何管理内容,击败搜索(几乎)每次.

1. 创建怪物列表.

围捕得越多越好. Ian Cleary did this with his 53-person roundup post for the best WordPress插件s. Note Ian took this 1 step further but compiling information from the roundup 和 creating a great visual containing tiles of everyone’s photo. 谈论ego-bait.

Top-Experts-和-Plugins

2. 开发的 综述文章.

这是我个人最喜欢的. BTW-It’s why Andy Crestodina thinks I’m the Queen of 内容管理!) The more people 和 bigger their audiences, the more attention you’ll attract.

内容管理

3. 是一个namedropper.

分享 content by high profile people with large followings. While the person you’re trying to reach may not pay attention, his followers will. (注意我在第2点中是如何做到的.)如果你愿意, you can create this highly magnetic form of 社会 content 和 enjoy the exp和ed reach without contacting the big names you’ve included. 巴里·费尔德曼就是这么做的 信息图表.

内容管理2

In addition to creating buzz on Convince 和 Convert, there was a long conversation on 脸谱网.

4. 精心制作吸引眼球的标题.

Upworthy 完善了这个方法.

别信我的话. 亚当·末底改改标题为"This Amazing Kid Got To Enjoy 19 Awesome Years On This Planet. 他留下的东西太神奇了.” 有了新标题, 这段视频吸引了1700万人观看, 使这首歌在iTunes上排名第一,并筹集了750美元,5万美元用于癌症研究.

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5. 添加原始输入,为读者提供上下文.

Ian Cleary went beyond the usual text introduction 和 conclusion. He incorporated a visual aggregating the information to create new content.

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6. 像整形外科医生一样思考.

Make the person whose content you’re sharing look good. 增强内容与惊人的图形. 帆布的 Fitzpatrick挂钩 他精通这项技术吗.

帆布

7. 借用别人的平台.

Don’t just think of content 内容管理 as a way to fill you content marketing editorial calendar. You get more bang for your work if you publish it on a bigger media entity. This doesn’t mean sharing it on 脸谱网 or 推特 if you’ve got only got 50 followers. Instead, craft the best roundup post ever 和 publish it elsewhere. 巴里·费尔德曼就是这么做的 信息图表 on Convince 和 Convert.

8. 使用不止一种内容格式.

不要局限于纯文本. 它不会吸引人们的注意力. 不要在你的文章里塞满“我能看到猫的照片”.而是增加质量.

By utilizing other formats, you extend your reach beyond just Google. You get extra points (or at least views) if you use video 和 post it on YouTube 和/or presentations 和 post them on Slideshare. 李低角 完善了这个选项.  Note that over time this presentation has garnered over 100,000  views.

秘密

9. Create more than 1 piece of content from each 内容管理 effort.

有几种方法可以实现这一点.

Use each effort to collect content for different articles. 我做了这个. The upside is that it’s more efficient 和 the downside is that it’s more work for participants, 降低回应率.

为不同的演示收集信息. 李低角 has done this with his conference related presentations. In addition to a Slide分享, he has 1 or more articles on his blog. 这篇文章又被分享了400次.

李·奥登

10. Incorporate a contextually relevant call-to-action (or CTA).

The goal of creating a stellar piece of content 内容管理 is to attract a lot of attention. 利用这种注意力来实现一个特定的目标. Ian Cleary在他的综述文章中做得很好. He included a link to Optin Skin just below his graphic of the results.

底线

与搜索结果, content 内容管理 delivers stellar content that keeps getting shared 和 distributed across owned, 社会, 以及第三方媒体.

进一步, all of the content 内容管理’s related 社会 signals help the content to rank higher in appropriate searches.

What’s your opinion on the content 内容管理 versus search debate?

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  • Mashups are very effective if 和 when influencer marketing is your anchor. Feedly, Buzzsumo和Scoop.it let’s you quickly find 和 share 社会ly “ripe” content that has the potential to go viral 和 do it quicker 和 w/ more frequency.

 
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