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15 Sep
Francois Muscat – Content Marketing

Posted by Francois Muscat On September - 15 - 2012

Why do we need content marketing? Because sales are going down and marketing initiatives like cold calling no longer works, which is why you need more inbound marketing tactics.

What is content marketing? It’s about understanding what information your customers need to know about your products and services. After this, you need to give them relevant content and educational content that persuades them that you are an expert in your field.

Why do you need quality content?

  • It develops trust
  • Drives traffic to your web traffic
  • Educates and informs

The Panda update focused on ensuring that sits that are given high SERP’s are actually relevant. It penalizes a site’s poor quality content, which are usually used to farm back links. The quantity of links isn’t important; it’s all about the quality. You need to write good quality content and you need natural links.

If you aren’t on social media and you don’t have the social share buttons on your website, you’re not giving your content the opportunity to be shared and distributed online.

Content audit

  • Analyze your current content efforts
  •  Size up the competition
  •  Observe the social climate
  •  Determine the gaps

What are your social efforts?

  • How well are you using social technologies?
  • Website
  • LinkedIn
  • Blog
  • Twitter
  • Facebook
  • YouTube
  • Pinterest

How personas can improve your SEO

  • Help find the right keywords for target audience
  • Identify target for link building
  • Help create the right content

This website can help you determine the user personas for SEO:

A good way to write relevant content is to keep an eye out on the news and relate it to your business. Another thing you can do is follow the thought leaders – find the CEO’s, the people who are breaking news etc.

You should never refer to your “Facebook strategy” or your “LinkedIn strategy” – it’s all a conversation strategy.

Web property strategy

You need to own all your website properties, such as a Facebook fan page, Twitter accounts, a LinkedIn company page and so forth. Your social strategy needs to engage, inform, participate and provide behind the scenes info.

Ask yourself: Do I know what my customers are saying about me through the socialsphere? You can do a keyword search to find out where you are being mentioned, what the sentiment is and who is talking about you.

These should be your goals:

  • Listen and learn about our customers: Set up alerts on Google, Twitter, Blog. Create rivers of information.
  • Grow community to 5,000: Develop targeted campaigns to encourage sharing of content on LinkedIn, Twitter, Facebook Pinterest
  • Website integration: Integrate social properties with website properties
  • Reach new markets: Grow the LinkedIn group to 250+ members
  • Become a resource authority: Build up your website & company’s authority and trust, both on and off-site

Openness & Transparency

Society is moving more towards full transparency as a sign of truth and trust.  That goes for corporations and individuals. You need to be transparent – if you talk a big talk, but people can’t find you online, it becomes risky to do business with you.

When you optimize a website, your home page has to be optimized for your company as a whole, not individual products. When doing keyword research, you need to move away from single keyword phrases like ‘carpet cleaning’ at some point. Do keyword research that includes questions like ‘why’ to get to the top of the funnel. Try to broaden your results.

The content funnel


Creating your voice. Increase knowledge, understanding & awareness of your company. E.g:

  • Blog Posts
  • Social Media Updates
  • Infographics
  • Press release


Make people think about the value proposition of your products & services. E.g:

  • EBooks
  • White papers
  • Webinars
  • How to
  • Presentations


Create confidence, purpose & conclusion around your brand. E.g:

  • Case studies
  • Products
  • Brochure
  • buy now
  • services
  • free demo
  • loyalty scheme; packages; methodology








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About the author: Francois Muscat
Francois Muscat is the WSI area representative for South Africa. Francois represents South African Consultants with excellence as he strives to ensure they achieve the utmost success. Francois has more


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