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Inbound Marketing is about Sharing as much as Original Content

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How can you outrun your competition on Social Media Networks?

How much do you share on Social Media?  I am of the firm belief that you should share more than you create original content on Social Networks.

Why do I think that this is a correct strategy?  If the purpose of social networks is to engage your audience and gain likes, shares and follows, the indicators of engagement, then both methods of sharing and original content creation should definitely be used.

The reasons for this are two-fold.

  1. No one is, or can be an expert in everything. Every marketer has their own area(s) of expertise.  No matter how much experience and knowledge you think you may have accumulated, there will probably always be someone more knowledgeable than you are.  This is just a fact of life.  It is important to acknowledge those “experts” and your blog will gain additional legitimacy and authority from their informed point of view.
  2. There is never one and one only solution to marketing and promotion problems. If there were a single solution that worked for everyone all the time, every company would be doing the same thing and gaining similar results.  Marketing problems usually take a multi-faceted solution and gain from a multi-pronged strategy.  This takes a diversity of viewpoints that merge into a cohesive solution

If there is a diversity of viewpoints and recommendations, on your social media networks, this can greatly benefit your readers and help them to consider the widest possible array of solutions to their particular problems.  It is naive to think that a single magic bullet will solve all of your marketing problems, so an openness to creative problem solving is very helpful in the process.

It is also impossible to provide a simple ratio of shared content to original content that will work for everyone. It depends on the goals of your social media marketing campaign as well as your particular niche.  Let me just say that I see far too many companies that have much too much original content relative to sharing on the social networks.  In most cases, they goals of their campaigns would be better served by reversing the ratio of original content creation and shared content.

I see far too many companies with too much original content relative to shared content on their social networks.  In most cases, they goals of their campaigns would be better served by reversing the ratio of shared content to original content.

If your current ratio of shared content is currently 70% original content and 30% shared, I would turn that ratio upside down, and try 70% shared content and 30% original content.  Not only will it lekely be more effective, it could also result in significant savings of time and money.

It takes only a fraction of the amount of time to find effective content to share as it does to create original content. Shared content also is something that could possibly be automated to a certain extent.  It is difficult if not nearly impossible to automate original content creation.

Most attempts to generate content automatically are at risk for Google penalties. Techniques such as content spinning and other creation manipulation methods should be avoided at all cost, and should be considered “black hat” unapproved methods.

Content sharing, or content syndication as it is sometimes called, is an approved method on social networks, and can reduce savings of time and money anywhere from 50-90%.

This is a strategy that is long overdue at most companies using social networking in their marketing and promotion methods.

Here is a list of 30 of the most popular blogs on entrepreneurship that offer a rich cornucopia of posts and recent news on entrepreneurship.  They are listed in order of highest traffic.  (lowest Alexa ranking – lower number means more traffic)

http://entrepreneur.com/  – a daily source of entrepreneur articles and news.  Alexa 1,510
http://tech.co/   Alexa 27,280
http://blog.rebel.com/  Alexa 109,411
http://yfsmagazine.com/  Alexa 147,771
https://yec.co/  Alexa 341,817
https://pjrvs.com/  Alexa 346,862
http://epodcastnetwork.com/  Alexa 1,064,851

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Google Quality Guidelines Digest

English: Another view of the south side of the...

English: Another view of the south side of the Googleplex from Charleston Road. Photographed by user Coolcaesar on September 17, 2006. category:Google (Photo credit: Wikipedia)

1. “Front and Center”

Is your content front and center at the top of your page?

Or does someone have to scroll to read your first sentence?

According to the document, Google considers this is a BIG deal.

(In fact, it’s almost as important as your content’s overall quality)

In Google’s own words, they want your content to be “front and center” on the page.

Bottom Line: Don’t push your content “below the fold” of your page. A visitor should be able to read the first sentence without having to scroll.

2. E-A-T the results

This document really focused on E-A-T.

What’s E-A-T?

E-A-T stands for:

Expertise

Authoritativeness

Trustworthiness

And E-A-T boils down to: “Can you trust the source of this content?”.

Obviously, Google wants to show their users content with the highest level of E-A-T.

Bottom Line: If you’re an expert in your field, make sure to advertise that fact in your content. If not, “borrow” authority by citing lots of sources and experts.

3. “Highly Meets” vs. “Fails to Meet”

Google wants to rank pages that make searches say: “Great! I have my answer now”.

According to the document, an article that gives someone a comprehensive answer “Highly Meets” their needs.

And pages that don’t provide a full answer to their question “Fail to Meet” their needs.

This is a quick, yet essential overview of what Google wants to see on your website.

John Lombaerde

 

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