updated! the 21 new rules of content marketing & findability

THE 21 NEW RULESOF CONTENT MARKETINGFOR 2013 AND BEYOND

BY RANDY MILANOVIC, PRINCIPAL AT KAYAK ONLINE MARKETING

UPDATED WITH NOTES FROM THE AUTHOR

#findability

FINDABILITY: WHAT IT TAKES TO STAND OUT GOING FORWARD

In this new world of internet marketing, it’s not about being “optimized,” but being “easy to find.” That sounds like a subtle difference, but it couldn’t be more profound. One has to do with tags, keywords and manipulating incoming links,

the other is about generating interesting ideas, starting discussions, and being a prominent voice in your market.

It’s the difference between screaming nonsense, and having intelligent conversations.

Treat KeywordsLike Hot Sauce

Rule #1:

Used sparingly, keywords can enhance the “flavor” of your website.(page 20)

Have a Voice (or Brand) That Customers Can Identify

Rule #2:

Consistency creates a subtle impression in a buyer’s mind.(page 21)

Build Trust WithTransparency

Rule #3:

It’s no secret that content marketing is designed to help the business make money, so being up front about it can actually help you win credibility.

(page 23)

Make the Most of a Great Idea With Multiple Formats

Rule #4:

Having idea expressed in different formats makes them easier to find.(page 24)

Headlines are Everything

Rule #5:

Crucial for any article to attract readers.(page 26)

Use the News

Rule #6:

Piggyback off of related news items, movies, sporting events and more.Think this one through, as content of this type can stale date quickly.

(page 27)

You Can't Stock the Cupboards Until You Take Out the Trash

Rule #7:

If you’ve engaged in keyword stuffing, exact-match-domains and the like in the past (many have),you’re going to want to undo those to improve the impact of your content marketing efforts.

(page 29)

Don't Just Post... Engage!

Rule #8:

Great content is simply too valuable to let sit. After you’ve posted it,connect and engage with those connections on their material and yours.

(page 30)

Invite Yourself to Someone Else's Party Once in a While

Rule #9:

When guest posting, do your homework. Know who the audience is andmake sure that blog’s voice is in alignment with yours.

(page 32)

Remember thatGreat Content Invites Links

Rule #10:

Google still values back-links – when they come from a reliable source.(page 33)

Build Your ContentFrom an Ongoing Plan

Rule #11:

Work from an editorial calendar – and bonus readers with timely posts.(page 35)

The Best InspirationComes From Several

Different Sources

Rule #12:

Some of the best ideas or inspiration can come from left field. The moreyou read, the better chance you’ll stumble on that next great idea.

(page 37)

Quality is as Importantas Quantity

Rule #13:

Producing great content on a regular basis is a great way to stand out.(page 38)

Quantity Still Matters

Rule #14:

Producing great content is a priority, but sharing regular updates and new ideas are just as important.(page 40)

Take Your Time

Rule #15:

Just like good food takes time to prepare,so does building an audience or developing a following.

(page 41)

Stop Buying ContentFrom the Bargain Bin

Rule #16:

People will forgive a lot (grammar issues are authentic),but don’t ever be be sloppy or a plagiarizer.

(page 43)

Know Your Biggest Content Marketing Enemy

Rule #17:

It’s not Google or a competitor - it’s a disinterested buyer.(page 44)

Use One Piece of Contentto Promote Another

Rule #18:

Use a blog post to introduce and ebook, or a tweet to introduce a blog.Not everyone consumes information the same way.

(page 46)

Recycle Your Greatest Hits

Rule #19:

The more readers you attract, and the more shares they do mean more potentialreaders for your past content. Feel free to re-share and reference your best work.

(page 47)

Always Ask the Key Question About a Piece of Content

Rule #20:

Is it REALLY worth someone’s time to read it?(page 48)

Use Your Content toTurn Searchers, Readers,

and Fans Into Buyers

Rule #21:

If your content plan is strong enough, subscribers and followerswill transform into new sales opportunities, and in greater numbers.

(page 50)

#findability

WHERE ARE ALL THETECHNICAL DETAILS?

Why haven’t I told you exactly where to put your tags, what specific keyword density is requiredor what anchor text should be? I haven’t shared that for a very specific reason... these things count

but do require technical expertise – hire it out. You are wiser to focus on communicating great, helpful content to humans rather than search engines.

GET THE BOOK:FINDABILITY: WHY SEARCH OPTIMIZATION IS DYING+ THE 21 NEW RULES OF CONTENT MARKETING FOR 2013 AND BEYOND

AMAZON CODES: PAPERBACK: 0992019400 KINDLE: B00CMDQ9RG

©2013 Randy Milanovic

Available Now! on Amazon Kindle and the Kindle Reader App