Tag Archive | "Build"

The Freedom Episode: How To Build A Business To Create Financial, Time And Mental Freedom

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] From the day I was born I valued freedom (well I assume I did as a baby, I can’t quite be sure). As I entered university and contemplated growing into an independent adult, the kind of independence I craved most was […]

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Overcoming Blockers: How to Build Your Red Tape Toolkit – Whiteboard Friday

Posted by HeatherPhysioc

Have you ever made SEO recommendations that just don’t go anywhere? Maybe you run into a lack of budget, or you can’t get buy-in from your boss or colleagues. Maybe your work just keeps getting deprioritized in favor of other initiatives. Whatever the case, it’s important to set yourself up for success when it comes to the tangled web of red tape that’s part and parcel of most organizations.

In this week’s Whiteboard Friday, Heather Physioc shares her tried-and-true methods for building yourself a toolkit that’ll help you tear through roadblocks and bureaucracy to get your work implemented.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

What up, Moz fans? This is Heather Physioc. I’m the Director of the Discoverability Group at VML, headquartered in Kansas City. So today we’re going to talk about how to build your red tape toolkit to overcome obstacles to getting your search work implemented. So do you ever feel like your recommendations are overlooked, ignored, forgotten, deprioritized, or otherwise just not getting implemented?

Common roadblocks to implementing SEO recommendations

#SEOprobs

If so, you’re not alone. So I asked 140-plus of our industry colleagues the blockers that they run into and how they overcome them.

  • Low knowledge. So if you’re anything like every other SEO ever, you might be running into low knowledge and understanding of search, either on the client side or within your own agency.
  • Low buy-in. You may be running into low buy-in. People don’t care about SEO as much as you do.
  • Poor prioritization. So other things frequently come to the top of the list while SEO keeps falling further behind.
  • High bureaucracy. So a lot of red tape or slow approvals or no advocacy within the organization.
  • Not enough budget. A lot of times it’s not enough budget, not enough resources to get the work done.
  • Unclear and overcomplicated process. So people don’t know where they fit or even how to get started implementing your SEO work.
  • Bottlenecks. And finally bottlenecks where you’re just hitting blockers at every step along the way.

So if you’re in-house, you probably said that not enough budget and resources was your biggest problem. But on the agency side or individual practitioners, they said low understanding or knowledge of search on the client side was their biggest blocker.

So a lot of the time when we run into these blockers and it seems like nothing is getting done, we start to play the blame game. We start to complain that it’s the client who hung up the project or if the client had only listened or it’s something wrong with the client’s business.

Build out your red tape toolkit

But I don’t buy it. So we’re going to not do that. We’re going to build out our red tape toolkit. So here are some of the suggestions that came out of that survey.

1. Assess client maturity

First is to assess your client’s maturity. This could include their knowledge and capabilities for doing SEO, but also their organizational search program, the people, process, ability to plan, knowledge, capacity.

These are the problems that tend to stand in the way of getting our best work done. So I’m not going to go in-depth here because we’ve actually put out a full-length article on the Moz blog and another Whiteboard Friday. So if you need to pause, watch that and come back, no problem.

2. Speak your client’s language

So the next thing to put in your toolkit is to speak your client’s language. I think a lot of times we’re guilty of talking to fellow SEOs instead of the CMOs and CEOs who buy into our work. So unless your client is a super technical mind or they have a strong search background, it’s in our best interests to lift up and stay at 30,000 feet. Let’s talk about things that they care about, and I promise you that is not canonicalization or SSL encryption and HTTPS.

They’re thinking about ROI and their customers and operational costs. Let’s translate and speak their language. Now this could also mean using analogies that they can relate to or visual examples and data visualizations that tell the story of search better than words ever could. Help them understand. Meet them in the middle.

3. Seek greater perspective

Now let’s seek greater perspective. So what this means is SEO does not or should not operate in a silo. We’re one small piece of your client’s much larger marketing mix. They have to think about the big picture. A lot of times our clients aren’t just dedicated to SEO. They’re not even dedicated to just digital sometimes. A lot of times they have to think about how all the pieces fit together. So we need to have the humility to understand where search fits into that and ladder our SEO goals up to the brand goals, campaign goals, business and revenue goals. We also need to understand that every SEO project we recommend comes with a time and a cost associated with it.

Everything we recommend to a CMO is an opportunity cost as well for something else that they could be working on. So we need to show them where search fits into that and how to make those hard choices. Sometimes SEO doesn’t need to be the leader. Sometimes we’re the follower, and that’s okay.

4. Get buy-in

The next tool in your toolkit is to get buy-in. So there are two kinds of buy-in you can get.

Horizontal buy-in

One is horizontal buy-in. So a lot of times search is dependent on other disciplines to get our work implemented. We need copywriters. We need developers. So the number-one complaint SEOs have is not being brought in early. That’s the same complaint all your teammates on development and copywriting and everywhere else have.

Respect the expertise and the value that they bring to this project and bring them to the table early. Let them weigh in on how this project can get done. Build mockups together. Put together a plan together. Estimate the level of effort together.

Vertical buy-in

Which leads us to vertical buy-in. Vertical is up and down. When you do this horizontal buy-in first, you’re able to go to the client with a much smarter, better vetted recommendation. So a lot of times your day-to-day client isn’t the final decision maker. They have to sell this opportunity internally. So give them the tools and the voice that they need to do that by the really strong recommendation you put together with your peers and make it easy for them to take it up to their boss and their CMO and their CEO. Then you really increase the likelihood that you’re going to get that work done.

5. Build a bulletproof plan

Next, build a bulletproof plan.

Case studies

So the number-one recommendation that came out of this survey was case studies. Case studies are great. They talk about the challenge that you tried to overcome, the solution, how you actually tackled it, and the results you got out of that.

Clients love case studies. They show that you have the chops to do the work. They better explain the outcomes and the benefits of doing this kind of work, and you took the risk on that kind of project with someone else’s money first. So that’s going to reduce the perceived risk in the client’s mind and increase the likelihood that they’re going to do the work.

Make your plan simple and clear, with timelines

Another thing that helps here is building a really simple, clear plan so it’s stupid-easy for everybody who needs to be a part of it to know where they fit in and what they’re responsible for. So do the due diligence to put together a step-by-step plan and assign ownership to each step and put timelines to it so they know what pace they should be following.

Forecast ROI

Finally, forecast ROI. This is not optional. So a lot of times I think SEOs are hesitant to forecast the potential outcomes or ROI of a project because of the sheer volume of unknowns.

We live in a world of theory, and it’s very hard to commit to something that we can’t be certain about. But we have to give the client some sense of return. We have to know why we are recommending this project over others. There’s a wealth of resources out there to do that for even heavily caveated and conservative estimate, including case studies that others have published online.

Show the cost of inaction

Now sometimes forecasting the opportunity of ROI isn’t enough to light a fire for clients. Sometimes we need to show them the cost of inaction. I find that with clients the risk is not so much that they’re going to make the wrong move. It’s that they’ll make no move at all. So a lot of times we will visualize what that might look like. So we’ll show them this is the kind of growth we think that you can get if you invest and you follow this plan we put together.

Here’s what it will look like if you invest just a little to monitor and maintain, but you’re not aggressively investing in search. Oh, and here, dropping down and to the right, is what happens when you don’t invest at all. You stagnate and you get surpassed by your competitors. That can be really helpful for clients to contrast those different levels of investment and convince them to do the work that you’re recommending.

6. Use headlines & soundbites

Next use headlines, taglines, and sound bites. What we recommend is really complicated to some clients. So let’s help translate that into simple, usable language that’s memorable so they can go repeat those lines to their colleagues and their bosses and get that work sold internally. We also need to help them prioritize.

So if you’re anything like me, you love it when the list of SEO action items is about a mile long. But when we dump that in their laps, it’s too much. They get overwhelmed and bombarded, and they tune out. So instead, you are the expert consultant. Use what you know about search and know about your client to help them prioritize the single most important thing that they should be focusing on.

7. Patience, persistence, and parallel paths

Last in your toolkit, patience, persistence, and parallel paths. So getting this work done is a combination of communication, follow-up, patience, and persistence. While you’ve got your client working on this one big thing that you recommended, you can be building parallel paths, things that have fewer obstacles that you can own and run with.

They may not be as high impact as the one big thing, but you can start to get small wins that get your client excited and build momentum for more of the big stuff. But the number one thing out of all of the responses in the survey that our colleagues recommended to you is to stay strong. Have empathy and understanding for the hard decisions that your client has to make. But come with a strong, confident point of view on where to go next.

All right, gang, these are a lot of great tips to start your red tape toolkit and overcome obstacles to get your best search work done. Try these out. Let us know what you think. If you have other great ideas on how you overcome obstacles to get your best work done with clients, let us know down in the comments. Thank you so much for watching, and we’ll see you next week for another edition of Whiteboard Friday.

Video transcription by Speechpad.com

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Greg Smith: Founder Of Canadian Tech Startup Thinkific Explains How They Used MVPs To Build A Hugely Successful Subscription Software Company

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] One of the hottest business models in the tech startup world is anything with a recurring subscription business model, especially if it’s software based. Another hot online business model for talented individuals who want to make money from their knowledge, is […]

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Greg Smith: Founder Of Canadian Tech Startup Thinkific Explains How They Used MVPs To Build A Hugely Successful Subscription Software Company

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] One of the hottest business models in the tech startup world is anything with a recurring subscription business model, especially if it’s software based. Another hot online business model for talented individuals who want to make money from their knowledge, is […]

The post Greg Smith: Founder Of Canadian Tech Startup Thinkific Explains How They Used MVPs To Build A Hugely Successful Subscription Software Company appeared first on Yaro.Blog.

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Why Great Content Alone Isn’t Enough to Build an Audience

A couple of weeks ago, I wrote a blog post about creating content that earns your audience’s attention. Mark Schaefer swung by and left a comment — and he made a point that is dear to our hearts at Copyblogger. “Outstanding content is not the finish line, it’s the starting line.”– Mark Schaefer I told
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Build a Rock-Solid Content Foundation: A New Class from Copyblogger

This could be an easy time to be intimidated by content marketing. Weak content is sinking to the bottom, buried by the sheer mass of content being churned out across the globe. Content strategy has all kinds of complex new tools that seem like you need an MBA to use them. The giant, VC-backed players
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How to Build Daily Habits that Support Your Goals

Last month, I wrote about how a goal-oriented approach to using technology can help you become more focused and productive. Using that guidance, I’ve now broken negative habits and built new ones that support my goals. Want to know how I changed my relationship with screens in ways I used to only dream about? Before
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How to Build a Trusted Framework that Expands Your Content Creativity

Psst … hey, Copyblogger is taking the week off between Christmas and New Year’s. At least, officially. I’m not supposed to be here at all. But, given that my schedule is always out of whack this time of year, I like to take advantage of the disruptions to think about what I want to make
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How to Build the Right Content Marketing Strategy for SEO Growth

Posted by AlliBerry3

Delivering content that best serves the needs of users is certainly top-of-mind for many SEOs since the Hummingbird algorithm update and subsequent buzz around RankBrain. It sounds easy enough in theory, but what does that actually mean in practice? Many SEOs believe that they’re already doing this by driving their content strategy by virtue of keyword research alone.

The problem with solely using keywords to drive your content strategy is that not all of your audience’s content needs are captured in search. Ask your nearest customer service representative what questions they answer every day; I can guarantee that you won’t find all of those questions with search volume in a keyword research tool.

Keyword research can also tempt you to develop content that your brand really shouldn’t be creating because you don’t have anything unique to say about it. Sure, you could end up increasing organic traffic, but are those going to be converting customers?

Moving away from a keyword-first-driven content strategy and into an audience-centric one will put you in a better place for creating SEO content that converts. Don’t get me wrong — there’s still an important place for keyword research. But it belongs later in the process, after you’ve performed a deep dive into your audience and your own brand expertise.

This is an approach that the best content marketers excel at. And it’s something that SEOs can utilize, too, as they strive to provide more relevant and higher-quality content for your target audiences.


How is an audience-focused content strategy different from a keyword-focused content strategy?

A content marketing strategy starts with the target audience and dives deeper into understanding your brand’s expertise and unique value proposition. Keyword research is great at uncovering how people talk about topics relevant to your brand, but it is limiting when it comes to audience understanding.

Think about one of your prospective customer’s journey to conversion. Is search the only channel they utilize to get information? If you are collecting lead information or serving up remarketing ads, hopefully not. So, why should your audience understanding be limited to keyword research?

A content strategy is a holistic plan that tackles questions like:

  • Who is my audience?
  • What are their pain points and needs?
  • What types of content do these people want to consume?
  • Where are they currently having conversations (online or offline)
  • What unique expertise does our brand offer?
  • How can we match our expertise to our audience’s needs?

Finding your unique content angle

The key to connecting with your audience is to develop your unique content angle that finds intersections between what your brand’s expertise is in and your audience’s pain points. The Content Marketing Institute refers to this as a “content tilt” because it involves taking a larger topic and tilting it in your own way. Defining your brand’s expertise can be more difficult than it appears on the surface.

It isn’t uncommon for brands to say their product is what makes them unique, but if there is a competitor out there with the same general product, it’s not unique. What makes your organization different from competitors?

Here’s an example

When I worked for Kaplan Financial Education, a professional licensing and exam prep provider brand under Kaplan Professional, finding our tilt was a real challenge. Kaplan Financial Education has a lot of product lines all within financial services, but the audience for each is different. We needed a tilt that worked for the entire Career Corner content hub we were creating. What we realized is that our core audience all has a big pain point in common: entering the financial services industry either through insurance or securities (selling stocks and bonds) has low barriers to entry and high turnover. Everyone entering that job market needs to know how to not only pass their licensing exam(s), but also be successful as professionals too, both in the early years and also in the years to come.

Kaplan Financial Education’s biggest content competitors create very factual content — they’re websites like Investopedia, Wikipedia, and governing bodies like FINRA and state government departments. But Kaplan Financial Education has something going for it that its competitors do not: a huge network of students. There are other licensing exam prep providers that compete with Kaplan Financial Education, but none that cover the same breadth of exams and continuing education. It’s the only brand in that industry that provides licensing education as individuals progress through their financial careers. “From hire to retire,” as the marketers say.

We made our content tone more conversational and solicited input from our huge student and instructor network to help new professionals be more successful. We also used their quotes and insights to drive content creation and make it more relatable and personalized. All of our content tied back to helping financial professionals be successful — either as they’re getting licensed or beyond — and rather than simply telling people what to do, we leveraged content to allow our current students and instructors to teach our prospective students.

You may be thinking… so I can only write content that fits in this tilt? Isn’t that limiting?

As SEOs, it can be really hard to let go of some keyword opportunities that exist if they don’t fit the content strategy. And it’s true that there are probably some keywords out there you could create content for and increase your organic traffic. But if they don’t fit with your target audience’s needs and your brand’s expertise, will it be the kind of traffic that’s going to convert? Likely not. Certainly not enough to spend resources on content creation and to distract yourself from your larger strategy objective.


How to build your content strategy

1. Set your goals.

Start at the end. What is you are ultimately trying to accomplish? Do you want to increase leads by a certain percentage? Do you want to drive a certain number increase in sales? Are you trying to drive subscribers to a newsletter? Document these goals first. This will help you figure out what type of content you want to create and what the calls-to-action should be.

If you’re a business like Kaplan and leads are your ultimate goal, a proven strategy is to create ungated content that provides good insights, but leaves room for a deeper dive. Have your calls-to-action point to a gated piece of content requiring some form of contact information that goes into more depth.

A business like a car dealership is going to have a primary goal of getting people into their dealership to buy a car. Their content doesn’t necessarily need to be gated, but it should have a local spin and speak to common questions people have about the car buying process, as well as show the human elements that make the dealership unique to establish trust and show how customers will be treated. Trust is especially important in that industry because they have to combat the used car salesman stereotype.

2. Identify your primary audience and their pain points.

The next step is to identify who you’re targeting with your content. There are a lot of people at your disposal to help you with this part of the process. Within your organization, consider talking to these teams:

  • Customer Service
  • Sales
  • Technical Support
  • Product Management
  • Product Marketing
  • Social Media Marketing

These are often the people who interact the most with customers. Find out what your audience is struggling with and what content could be created to help answer their questions. You can also do some of this research on your own by searching forums and social media. Subreddits within Reddit related to your topic can be a goldmine. Other times there are active, related groups on social media platforms like LinkedIn and Facebook. If you’ve ever been to the MozCon Facebook group, you know how much content could be created answering common questions people have related to SEO.

3. Determine your brand’s unique expertise.

Again, dig deeper and figure out what makes your brand truly unique. It likely isn’t the product itself. Think about who your subject matter experts are and how they contribute to the organization. Think about how your products are developed.

Even expertise that may seem boring on the surface can be extremely valuable. I’ve seen Marcus Sheridan speak a couple of times and he has one of the most compelling success stories I’ve ever heard about not being afraid to get too niche with expertise. He had a struggling swimming pool installation business until he started blogging. He knew his expertise was in pools — buying fiberglass pools, specifically. He answered every question he could think of related to that buying process and became the world thought leader on fiberglass pools. Is it a glamorous topic? No. But, it’s helpful to the exact audience he wanted to reach. There aren’t hundreds of thousands of people searching for fiberglass pool information online, but the ones that are searching are the ones he wanted to capture. And he did.

4. Figure out your content tilt.

Now put your answers for #2 and #3 together and figure out what your unique content angle will look like.

5. Develop a list of potential content topics based on your content tilt.

It’s time to brainstorm topics. Now that you know your content tilt, it’s a lot easier to come up with topics your brand should be creating content about. Plus, they’re topics you know your audience cares about! This is a good step to get other people involved from around your organization, from departments like sales, product management, and customer service. Just make sure your content tilt is clear to them prior to the brainstorm to ensure you don’t get off-course.

6. Conduct keyword research.

Now that you’ve got a list of good content topics, it’s time to really dive into long-tail keyword research and figure out the best keyword targets around the topics.

There are plenty of good tools out there to help you with this. Here are a few of my go-tos:

  • Moz Keyword Explorer (freemium): If you have it, it’s a great tool for uncovering keywords as questions, looking at the keyword competitive landscape, and finding other related keywords to your topic.
  • Keywordtool.io (free): One of the only keyword discovery tools out there that will give you keyword research by search engine. If you are looking for YouTube or App Store keywords, for instance, this is a great idea generation tool.
  • Ubersuggest.io (free): Type in one keyword and Ubersuggest will give you a plethora of other ideas organized in a list alphabetically or in a word cloud.

7. Create an editorial calendar.

Based on your keyword research findings, develop an editorial calendar for your content. Make sure to include what your keyword target(s) are so if you have someone else developing the content, they know what is important to include in it.

Here are a couple resources to check out for getting started:

8. Determine how to measure success.

Once you know what content you’re going to create, you’ll need to figure out how you’ll measure success. Continuing on with the Kaplan example, lead generation was our focus. So, we focused our efforts on measuring leads to our gated content and conversions of those leads to sales over a certain time period. We also measured organic entrances to our ungated content. If our organic entrances were growing (or not growing) disproportionate to our leads, then we’d take deeper dives into what individual pieces of content were converting well and what pieces were not, then make tweaks accordingly.

9. Create content!

Now that all the pieces are there, it’s time to do the creation work. This is the fun part! With your content tilt in mind and your keyword research completed, gather the information or research you need and outline what you want the content to look like.

Take this straightforward article called How to Get Your Series 7 License as an example. To become a registered representative (stockbroker), you have to pass this exam. The primary keyword target here is: Series 7 license. It’s an incredibly competitive keyword with between 2.9K–4.3K monthly searches, according to the Keyword Explorer tool. Other important semantically related keywords include: how to get the Series 7 license, Series 7 license requirements, Series 7 Exam, General Securities Registered Representative license, and Series 7 license pass rate.

Based on our content tilt and competitive landscape for the primary keyword, it made the most sense to make this into a how-to article explaining the process in non-jargon terms to someone just starting in the industry. We perfectly exact-match each keyword target, but the topics are covered well enough for us to rank on the front page for all but one of them. Plus, we won the Google Answer Box for “how to get your Series 7 license.” We also positioned ourselves well for anticipated future searches around a new licensing component called the SIE exam and how it’ll change the licensing process.


Once you’ve created your content and launched it, like with any SEO work, you will have a lag before you see any results. Be sure to build a report or dashboard based on your content goals so you can keep track of the performance of your content on a regular basis. If you find that the growth isn’t there after several months, it is a good idea to go back through the content strategy and assess whether you’ve got your tilt right. Borrowing from Joe Pulizzi, ask yourself: “What if our content disappeared? Would it leave a gap in the marketplace?” If the answer is no, then it’s definitely time to revisit your tilt. It’s the toughest piece to get right, but once you do, the results will follow.

If you’re interested in more discussion on content marketing and SEO, check out the newest MozPod podcast. Episode 8, SEO & Content Strategy:

Listen to the podcast

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Authority Pro for WordPress: Demonstrate Your Expertise and Build Trust

Authority Pro is a fresh new design by our Lead Designer Rafal Tomal and the team at StudioPress. The big idea behind this specific design is to help you put the full extent of your expertise on display. Consistently demonstrating your likable expertise over time is what allows you to build meaningful and lasting trust
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