FOUND Friday

A weekly Google Hangout dedicated to discussing content marketing, search marketing, SEO and more.


Topic: Content Creation Tips for 2016

Insights and tips for content creation and SEO for better findability in 2016.

Erin O’Brien, COO at GinzaMetrics


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Erin: Hey, welcome to this week’s edition of FOUND Friday. This is likely the last FOUND Friday for 2015 and marks our third year of doing the show, so I’m really excited about that.


As we move into the New Year and people are really taking stock of their progress and making plans for next year, we’ve created some resources and covered measurement and setup to help you get through that process hopefully as easily as possible. Since a lot of people have mentioned that what they’re really looking for is some tips on how to create better content, what I wanted to talk about today is creating content that’ll hopefully help you convert your target audience into customers but also just some general tips around content creation to maybe make your New Year a little bit easier.


Definitely one of the most important aspects of creating content that converts is making sure that you’re set up properly in terms of measurement and finding key insights so that you can leverage those through the later process. If you’re not sure if you’re set up properly or haven’t seen some of the previous episodes or related blog post, you can go to or you can e-mail me at and I can send you those links and resources.


Onto some tips for creating content in the New Year. First, let’s start out with your existing content. If you look at your older content for some clues, what you’re probably going to find is some what we call evergreen content pieces that are still driving traffic to your site even though they’ve been around for a really long time. If you’ve just started checking out what we call the medium, method, and message idea, you’re likely figure out clues as to why they’re still so popular.


We have a bunch of shows that talk about medium, method, and message, so refer back to those for details. But, essentially, what medium, method, and message measurement is doing for you is telling you what specifically about the content is actually working for you. Did you hit on exactly the right kind of messaging that’s really attracting your audience? Is it the type of content? That would be things like is it a video? Is it a blog post? Is it a SlideShare or a SlideDeck? Does your audience like to consume content in a particular way?


Then the last area which is the method is the specific channel. Is it the channel itself that’s working for your audience? That may be Facebook, Pinterest, YouTube, SlideShare, LinkedIn, Quora, your actual website and blog, different things like that. A lot of times what you’ll start to see is that there may be a mixture of different elements that are what’s working but what you want to do is separate those things out. I won’t stick on that too much but what I want to say is what this is like, if you figure out that what’s driving traffic from older content is a particular topic type or a particular medium, then what I would say is go back and then maybe consider creating that content in a different way.


Let’s say that you found a particular message that really seems to resonate and some of your older content for that message is still driving traffic. If you don’t have content with that message on it across a bunch of different types of content – let’s say there’s not a video about it, there’s not a SlideDeck about it, there’s not a webinar available for it, things like that – consider going back and taking that message and creating content in other places and then dispersing it over a variety of different channels and seeing if you get an additional content pop there because that’s been known to convert things in the past.


Next up is using competitor content as a guide. We talked a little bit about this a few weeks ago and I want to touch on the fact that once again we’re definitely not saying copy your competitor’s content. Don’t do that. But if your competitor is taking traffic from you in a specific area – and here’s where I always talk about keyword groups and content groups so this is important to look at – you can see exactly what types of keywords like specific keywords and specific content types that you’re winning and losing on. That’s what you’re going to want to do.


You need to actually look and compare at the keyword group level what type of content they’re winning with. Is it the same kind of thing like blog post versus blog post and it’s just simply better written or has a lot better SEO value? You need to check into that for sure. Is it that they’re doing all video and you’re doing all landing page? Check and see and compare and contrast how they’re creating content that seems to be resonating better with your audience and then consider updating your own content and your own messaging to match what seems to be working for them and see if that gives you the boost that you need.


Next up is checking out social media trends for opportunities. In terms of SEO, social, in general content marketing stuff all working hand in hand is that if people are natively talking about a specific topic on social a lot or there can seems to be a lot of conversation around it, two things. One, look and see if you have existing content that matches that topic because you can then go in and share your existing content without having to create anything but answer these questions and issues.


Secondly, if you have created similar content but not shade it in a way that it’s being discussed on social, simply think about updating some of your existing content to match the way that your actual audience is discussing it in real time. So make some of those updates and then try to re-share and see if you can get increased attention in information.


Lastly, if you see a lot of conversation on social about a specific topic that’s pertinent to your business and you don’t have any content around it, now is the time to look at creating content to meet that specific need. When I say creating content to meet specific need around the topic, I think that sometimes people say, “Well, I can’t just create new content today, that’s going to take a lot of time,” it really doesn’t have to. There are a million different ways to create some new content that shouldn’t take too long but it’ll at least get you out there and give you a start.


That can be anything from doing like what I’m doing right now which is recording a video that walks somebody through your opinion or your take on something. If you have landing page templates, fill those in, see what you can do, add them, be able to drive some content there. A lot of times there are some really quick and easy ways to get out in front of things. I would say I wouldn’t post up something just to be there. I’d make sure that what I had was quality content and relevant to say, but quality content doesn’t have to be really long or take three weeks to create.


The last tip that we have for creating some quality content toward the end of the year is expanding on the mediums, methods, and messages that are resonating. That goes back to what we were talking about. If you’ve stuck content gold with a particular area, whether it’s a specific message that really seems to be working or let’s say you figure out that video works incredibly well for you and all your videos are currently hosted on your site, consider putting them on YouTube, Wistia, Daily Motion. Get them out there in some other formats. Also consider where they could be live on social. We’re talking Facebook, Instagram, different places and then think about how you could leverage video content for other aspects of your site.


So if what you’re doing right now is only videos for one specific aspect of your business, consider doing video case studies, video white papers, video product overviews, video instruction guides, video feature reviews, things like that, so you can actually create video content for a ton of different things if it seems like that’s what’s really working with your audience members.


Same thing with using a lot of images. If what you’re seeing is that content that has a lot of images and instructional type things is working really well, do that and then consider leveraging Pinterest to get more in-depth instructional guides out to your audience and maybe a different place than what they’re used to.


If what you’re examining is this medium, method, and message, go back and say, “This message is really resonating. Now I just need to put this message in images, in videos, in SlideShares, in blog post, landing pages, and e-mail, in everything, and see how it performs.” Make sure that what you’re really looking at is what about something is working once you’ve created it and then that’s going to help you leverage not only creating content faster that actually will work but it’s going to give you the kind of content that’s going to ensure that your audience will really convert with it because, obviously, based on measurement that is the exact aspect that’s working.


I think that a lot of times that that’s a missing piece for folks that leads to a lot of content creation without a lot of content conversion is folks will say, “We wrote this blog post that was really good so we’re going to write a lot more blog post,” or “We made this video and got a lot of play, so we’re going to make some more videos.” But do you know that it was actually the fact that it was a video or was it the topic of the video? So you don’t need to make a million more videos, you need to make a lot more content around that topic. You got to figure out what exactly it is. Was it just that YouTube actually happens to be maybe a really big channel for your audience and so you need to figure out a way to get a lot of your existing content onto YouTube?


These are all things to really consider when you’re talking about spending time and money moving into the New Year because everybody has a resource limitation of some sort and there is no reason for people to create things that aren’t necessarily going to work for them.


The last thing I’ll wrap up with is this idea of Competitor and Keyword Discovery. We touched on it a little bit a couple of weeks ago but I’ll mention it again here because it’s pertinent to the conversation. Competitor Discovery and Keyword Discovery are really important aspects when we’re talking about leveraging what’s working for other folks or what could be driving traffic to your content that you don’t know about. Definitely go back and check out some of the older episodes and the early December episodes from this year for a little bit more on that.


But I will say that if you’re not currently doing anything to figure out Competitor or Keyword Discovery, ideally both, take a look around and see what your current tools have to offer in that space. Obviously, GinzaMetrics offers that too and I’m happy to explain. If you have questions, you can e-mail me, or go to our website.


Keyword group and content group, I can’t stress enough how important this is. I feel like I’ve beat this drum every time I do a show so there’s plenty of shows that talk about keyword groups and content groups that you can go back and take a look at. But I would say that if there’s one thing that I would say to try to do for next year is get yourself set up with keyword groups and content groups that will help you accurately measure medium, method, and message.


We have a deck on how to do that on our SlideShare page, You can go there and check that out. I would say that probably the thing that’s going to yield the best possible new content is measuring your current content more accurately and then leveraging some of these tips based on that information.


Let me know if you need anything. We hope everybody has a happy and safe holidays and we will see you in the New Year. Thanks!

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