Hear Greg’s advice in the video below:
Here are some key takeaways from the video:
Greg’s number one tip is to create focused content by knowing who your buyers are. If you don’t know who your buyers are, you need to find out before beginning your content marketing campaign.
Greg finds businesses tend to go into their content marketing campaigns looking to create content that’s far too general. Greg suggests creating content that’s very specific.
Understand the buyer personas of the audience who will be visiting your site, and create specific content around exactly what they’re looking for. Nobody wants to read content that’s too general because there’s no value in it. Content has to be interesting, engaging, and trigger some kind of emotion in the person reading it.
Greg’s second most important tip is to use basic SEO best practices when publishing your content. This includes title and description tags, heading tags, image alt tags and so on.
Mobile-friendliness has become a basic part of SEO, and Greg says this needs to be considered as well. Your content has to be easily viewable on all devices.
Greg’s third most important tip is to make sure you’re answering specific questions for Hummingbird. If you’re not answering your customer’s frequently asked questions, Google isn’t going to find your content.
Google’s Hummingbird algorithm looks at the meaning behind a query, rather than delivering search results based on matching a few key terms. If the meaning if your content doesn’t match what the user is looking for, Google is going to have a hard time finding it.
Please visit SEJ’s YouTube page for more video interviews.