Content Rich

I was doing a bit of reading yesterday and today from Content Rich, a book by Jon Wuebben, and early on he’s got a formula for determining whether a site has enough meaningful content or not.  Jon’s argument essentially is that there are (or were at the time he wrote his book back around 2007, anyway) “seven types of content”. I prefer to see these as content platforms or delivery methods, and each one has it’s own very specific sets of rules to make each work.

The seven are:

  • Site
  • Videos / Podcasts
  • Email
  • Newsletters
  • Blogs
  • Articles
  • Press Releases

I’ll break down these experiences one by one in order to give you what I know. First of all, every single one needs to be copywritten to sell and optimized to be found – including the video and podcasts believe it or not because transcripts will inevitably be made, especially if the videos are to be featured on your own site.

Wuebben says that there are four types of sites: E-Commerce, Blog/Social Media, Brochure and Lead Generation, and he ranks the importance of the above seven (except for on Blog/Social Media sites where he leaves off the importance of a site, articles and press releases entirely) differently for each of the four types of sites. So accepting these four types of sites as covering the majority of sites out there then meaningful, informative and readable content is needed, and to keep people coming back, frequent updates will be required. By frequent I mean a few times a week and possibly every day. Google and site visitors like content, they like fresh content, and they like good content.

Video vs Podcast – Podcasts are definitely easier to do. You don’t have to worry about your hair, your teeth, your tie, your anything – and you can keep some notes handy to help you move smoothly from point to point and for intricate details. Matt Cutts, Google’s Chief Web Spam Engineer says to sign up for an account at HotorNot.com and if you score under a 5 to do Podcasts, over 5 do Videos. I don’t recommend signing up there though (I did) because you’ll be getting emails from them forever and it’s very hard to unsubscribe. Video is a whole ‘nother beast though. You can do straight camera phone videos in one take uploaded directly to YouTube,FaceBook and Twitter or you can invest in a fast video editing computer, buy video editing software like Sony’s Vegas Movie Studio HD Platinum 11.0 or Final Cut (The Vegas Movie Studio is fine – whatever you do stay AWAY from Nero Vision video editing software: it is a nightmare with one issue after the other and no matter what you do your YouTube videos will be fuzzy no matter how High Definition you shoot your crystal clear videos).

I went the Nero Vision route at first but have since abandoned that and am using Vegas Movie Studio now. Other video concerns if you want to go more ‘pro’ will be adjustable illumination lighting / spotlights, special raised platform for your smooth moving video tripod (for shooting above crowds – this also is NOT a standard camera tripod – it has to be a video tripod otherwise your movements will be choppy and ruin your scenes). Plenty of microphones!! Six people outside talking and walking in a breeze or a wind are going to be impossible to video without lots of mics and all the channels.

Don’t let me scare you away from video though. Gary Vaynerchuck has done a spectacular job of doing almost a video a day for years and hosting them on Viddler using a fairly simple setup and camera system done almost entirely from behind a desk he tastes and rates various wines. Great videos, great book (CRUSH IT!) and the concept (successful video blogging) is transferable to other types of businesses.

Vaynerchuck doesn’t do any zooming, panning, or anything else – just aim, shoot and talk. BUT he’s got CONTENT in his videos! He’s able to grab and compare 3 different bottles of wine a day from his business’ inventory to do it, and he knows a good deal about his subject and is able to play with wine tasting jargon in such a way as to make his shows unique and quite fun. Rather than say a Burgundy is a bit earthy with a hint of muskiness, he might choose a phrase like “it tastes like an old sock” instead. Fun and irreverent at times, but accurately giving a much needed review to direct wine drinkers toward what’s best.

Email – here’s one that always astounds me. So many people simply don’t send out emails to market, or simply don’t know the rules of how it’s done. One company I know purchased the list of local Chamber Members and proceeded to send out sales pitches to everyone in the chamber on a regular basis. Nobody had opted in (I know I didn’t) and I tolerated them for a few years until they finally stopped. Another business much more successful provides free monthly seminars and gathers email addresses that way. Each month’s speaker is different and so the emails are always at LEAST informative in that the upcoming guest speaker may be someone interesting worth coming to listen to. Coffee and cookies and the whole night is a win. The services provided by the “GREEN” company are something you always want to keep in mind, so it works.

Email marketing ties right in to newsletter marketing though. Actually the email announces the newsletter (here the two often become confused) which can be in an Adobe Portable Document Format (PDF), Word (or other installed on many people’s computer document format) etc. There is an entire science to e-Newsletters though, and rules that work together to form a concept.

Send the email with some of the content of the newsletter itself and maybe a few coupons – and put a LINK to your web site where the full newsletter resides (without the coupons!). So the time sensitive value of the newsletter is in the 10% off coupons and the information plus the link to more information is a bonus for both the recipient and your site which now has added content for the search engines to crawl!

Now we come to the Blog. The blog is going to be what gives your customers the means to ask questions, interact with your story, interact with others on the blog who have left comments on your story, and to see all of the new and interesting things about your industry that they’re interested in without having to see a bunch of products listed on the pages. You can link to the product pages if they help define the cure for the customers problem, but you don’t need to have shopping cart buttons and product photos in that area.

Article sites – Finally we get to “Article Release Websites” – Pretty much dead from an SEO value point of view. What’s much better now (Jon Wuebben wrote this book in 2007 I think) is Guest Blogging. Write your article on other people’s blogs as a guest author, and have them do the same on yours if their a good fit. Another writer, Jim Cockrum (Free Marketing 101 Low and No-Cost Ways to Grow Your Business Online & Off) suggests Googling blogs in your type of industry and approaching the littler fish first on page 3 or 4 to Guest Blog, and as you exchange guest Blog posts with them AND interview them for your blog you’ll eventually rise and emerge as a sort of an expert yourself, and then gradually move up to interview and Guest Blog on bigger, better blogs. Or something like that. 🙂

Press Releases: Here’s one of my all time favorites!

If you’ve been running any sort of a blog long enough you’ll know that sometimes a story catches your eye which is so dead on with what you’re talking about that you have to link to it because it’s illustrative of what you’re saying. Well, qute often press releases are how those stories got there. What YOU Link to might not be what everyone else links to, but multiply YOUR link by another 10, 50 or 500 people per day on the days the release is most actively viewed and you’ve got incoming, permanent, organic links. You’ve also got increased relevant pre-qualified interested traffic that might just want to buy from your site, sign up for your e-newsletter emails, call for quotes or consultations or perform whatever other call to action there is on your site.

Wuebben and I agree though that no matter what kind of a site you have, more different kinds of content CANNOT hurt IF the content is good – and that’s the key to success for your Search Engine Optimization and Social Media Optimization campaign.

{ 4 comments }

1 Brook August 27, 2012 at 7:00 am

I comment whenever I appreciate a article on a website or I
have something to valuable to contribute to the discussion, which in this case is caused by the sincereness communicated in the post I looked at.
And after this article Content Rich. I was actually excited enough to write a leave a
response 🙂 I do have 2 questions for you if you
do not mind. Could it be me or do some of the comments appear to be coming from brain
dead visitors? 😛 And, if you are writing on additional online sites, I’d like to follow anything new you have to post. Could you make a list the complete urls of your communal pages like your Facebook page, twitter feed, or linkedin profile?

2 David Curtis September 12, 2012 at 1:08 pm

Thanks Brook,

I appreciate the kind words. Whenever I read a comment from a “dead brainer” I go through the paces of digging deeper in case I might have missed something important somehow and that they may be on to something. On a few occasions I’m glad they gave me a heads up (even if they were wrong about their original comment, it usually leads me to something else that fills me in elsewhere where information was lacking).

I’m usually booked dealing with client work (graphics, photography and editing, videography and editing, not to mention my real job [SEO in case I need to tell anyone]) so I’ll be sure to update the site’s social media contact / follow information. I’m never satisfied with my own sites though because I put everyone elses work ahead of mine.

3 Yanik Silver Underground Seminar December 25, 2013 at 3:15 pm

I think that everything said was actually very logical.
But, consider this, what if you composed a catchier title?
I mean, I don’t want to tell you how to run your website, but what if you added something to maybe grab people’s attention?

I mean Content Rich is a little plain. You might look at
Yahoo’s front page and watch how they create news titles to grab viewers to
click. You might try adding a video or a related pic or two to get people interested about what you’ve got to
say. In my opinion, it might make your posts a little bit more interesting.

4 Dave Curtis August 26, 2014 at 1:49 pm

Thanks Yanik, I’ve been into shooting and editing video for years but have a harder time doing it for myself than for others. I did check out your site however. Very nice http://www.undergroundx10.com/

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