Is SEO Free on Google?

I can’t tell you how many times I hear this question: Is SEO free on Google?

The more I learn about SEO, the more aware I am of just how confused people are about SEO. They start reading and quickly become overwhelmed. Understandably. There’s a gazillion applications that promise and they promise to eliminate your SEO dilemmas and help you show up on page one in search. Each application promises to make it easy. But if you’re new to this, nothing’s easy.

Unfortunately, these applications often address only one function

These gazillion applications may be specific to analytics, keywords, ranking, site loading time, etc. They may or may not have an associated fee and/or a free trial. Who besides me signs up for the free trials, doesn’t really get a chance to test a product, forgets to unsubscribe and ends up paying for year subscription to something I really don’t have time or interest in using. It makes me crazy—I hate paying for something I don’t use. You can’t possibly take all of these apps out for a test drive and make reasoned decisions about which to incorporate into your marketing program. Enterprise applications like HubSpot and Semrush are great, but they come with a big price tag.

What to do? Stick with Google’s free tools

There well may be other products and applications that are better or easier to use, but frankly, nobody knows search and algorithms better than Google. We may love to hate them, but this is their house, and they make the rules. Best of all, Google apps are free. Use these apps to evaluate your site load time, analyze your web traffic, identify keywords and develop your ad campaigns. Keep it in house and it remains free. Together, these apps can be overwhelming. Instead, learn to use these one at a time and you’ll begin to see how Google’s suite of free SEO tools will enhance your understanding of how to show up in search. That’s what it’s all about.

Google owns the search market, and SEO is free on Google

• Google PageSpeed Insights. Track page speed for both mobile and desktop devices. Page speed is critical. If your site takes too long to load, everything else is irrelevant. 
• Google Analytics. This application will track your website traffic. If you’re testing a new campaign, check GA to see if users have hit your landing page and if they’re drilling down to other parts of your site. Make adjustments and recheck GA. 
• Google Keyword Planner. Keyword research is simply learning what types of words and phrases generate the most audience interest, clicks, and linger time to improve your website’s ranking. Keyword research is fundamental to building a Google ad campaign. But I use it when I’m starting a new website project--I want to know what words/phrases I should be using when developing content for each page. I also use it when writing blogs. I want to know what words to be using in my headings and subheads to assign “H” tags for better search engine indexing.
• Google Business Profile. Google has really gotten behind its Google Business Profile (This can be confusing: Formerly Google Business Page and Google My Business). It’s now uber accessible—even from Google Maps. Encourage your clients and colleagues to give you a review on your GBP—send them a link. Keep this page updated with your blogs and add new images. You really want to be taking advantage of this free tool.
• Google Search Console. This Google tool gives users a snapshot of their site's performance, including organic search traffic, link data, and issues impacting the site’s performance. While any marketer can benefit from using it, this tool is really for those who are SEOs—those dedicated to improving search results. But you don’t have to be an “SEO” to use this site. We should all be invested in improving website performance.
• Google Trends. Another free Google tool. Trends culls data from Google searches and allows users to compare things like the frequency of search terms compared to other similar keywords, different geographic regions, or across language barriers. You can sort the data by category, type, region, or time period. Use it to identify seasonality—the best time to be rolling out a product based on historical data. Use it to avoid using trending keywords with fading popularity—these trends will show a spike that quickly fades. 

Is SEO Free on Google? Yes. SEO can be completely free using Google’s suite of SEO tools. Contact Top of Mind Marketing to evaluate and build your SEO strategy.

Local SEO: Leveraging Google’s Powerful Search Tool

Nearly half of all searches have a local intent. How many times have you added “near me” to a search query? That’s local SEO at work. Besides the convenience of identifying local service providers in our own little ‘hoods, we like to support our local businesses. It builds community.

Local Pack is another Google search tool

To help connect users with their location results, Google has changed their algorithm to accommodate location in its search engine results page (SERP). Another handy search tool is Google’s Local Pack--connecting users to specific local businesses they’re looking for.

You’ve used the Local Pack; you just didn’t know it had a name!

You’ve seen the Local Pack a gazillion times—you didn’t know it was a product in the search space. Let’s say you’re going to be in Athens for a month and you’re looking for cafes with wifi near your airbnb. (My local search for the month of May.) You’re served up a map with three listings, your location and that of three cafes. This is your Local Pack. I found a delightful little café in my neighborhood that became my go-to home with yummy food and friendly people, thanks to Local Pack!

How do you optimize for local search?

• Claim your Google Business Profile (GBP). This has become nonnegotiable. It’s the most important thing you can do to boost your SEO value. 
• Add your business to local directories and industry listings.
• Get reviews and add them to your website. Include the local city for the person who’s giving the review. 
• Make sure your name and address are in your footer. 

GBP ranking factors guidelines

• Relevance: Complete and detailed business information will help Google better understand your business and match your listing to relevant searches. 
• Distance: How far each potential business is from the location terms used in a search. 
• Prominence: Your overall online presence. More reviews and positive ratings will improve your local ranking. 

Google’s Business Profile is becoming a workhorse

A recent article suggested that one of the very best things you can do for SEO is to get reviews on your GBP. Reach out to current and former clients and colleagues and ask them to give you a review—make it easy and send them a link. Forget Yelp. It’s just too annoying. Anyone can access your GBP from Google’s apps—Google Maps, etc. Keep this page updated with new business information; upload blogs and images.

Google’s really getting behind their new, improved GBP and making it seamless

Google’s making it easier for users to interact directly with businesses from their GBP pages to book appointments, get quotes for services and message directly. Without a GBP, you’re going to be missing out on opportunities in local search results and Local Packs. The Local Packs, especially, are a nice visual way to package search results. You really want to be taking advantage of Google’s tools.

We can help optimize your website. Contact Top of Mind Marketing. We’re writers and content marketing specialists.

Is Local SEO Free?

The answer: Local SEO can be free if you stick to Google applications

There are hundreds of SEO applications that promise they’ll help you get better rankings, more customers and more revenue. Some of these apps are free; many offer a free trial with a fairly hefty financial commitment when that trial ends. Do your research, but if you stick with Google’s suite of SEO applications, SEO can be free.  

Local SEO strategy

It’s up to you to do some research and decide which application(s) best meets your needs. Most of us don’t have the bandwidth or budget to manage our clients, our lives and also be ramping up to multiple applications—there’s always a learning curve. Choose one or two apps that will deliver the most functionality. Read reviews and check with friends and colleagues who may be using these apps. 

To start with: You may want to invest in a website checker—an app that will scan your site and identify issues that are impeding good SEO—missing H tags on headings, broken links, missing alt descriptions on your images and even unique metadescriptions for each page. These are the things that your web guy isn’t going to do. Small things, yes, but collectively these add up. 

Best local SEO tools

While Google makes us all crazy, it does offer powerful free tools. This is not out of a spirit of generosity; rather, we need these tools if we’re going to be doing Google ads—that uber-lucrative business from which Google rakes in an estimated $100K/day. 

You’ll find that the big enterprise SEO apps get expensive--Moz, HubSpot, SemRush, Ahrefs, etc. These applications are excellent, with great customer support. 

Can I do SEO for free?

Yes. You can go a long ways toward managing SEO, including online ads, with Google’s free suite of tools. The following list includes descriptions of Google’s tools. 

Local SEO for small businesses

·      Google PageSpeed Insights. This tool lets you can track page speed on both mobile and desktop devices. Page speed is fundamental. If your site takes too long to load, you’ll lose your audience and everything else is irrelevant.

·      Google Analytics monitors activity and data. This is all the data you need about your site--tracking traffic, drilldown and conversions. 

·      Google Keyword Planner. Conduct keyword research that’s fundamental to your content marketing strategy. Google’s keyword planner may be the best, consistent SEO keyword tool for both beginners and experts. Other apps provide this service, but they come with a pricetag. Frankly, Google owns the search space. It makes sense to be using its keyword tools.

·      Google Business Profile. A recent article suggested that one of the very best things you can do for SEO is to get reviews on your GBP. Reach out to current and former clients and colleagues and ask them to give you a review—make it easy and send them a link. Anyone can access your GBP from Google’s apps—Google Maps, etc. Keep this page updated with new business information; upload blogs and images. You really want to be taking advantage of Google’s free tools.

·      Google Search Console. This Google tool gives users a snapshot of their site's performance, including organic search traffic, link data, and issues impacting the site’s performance. While any marketer can benefit from using it, this tool is really for those who are SEOs—those who are dedicated to improving search results. Which, really, should be all of us. Why have a website if you don’t want people to find it?

·      Google Trends. Another free Google tool. How to use this one? Use Trend Predictions. This can be a simple way to help with your keyword research. Google has added forecasting and trend data for existing keywords to the Google Trends tool. If your keyword is expected to k in the next few months to a year, go for it and target that keyword. A good example: Let’s say you’re writing a blog post on “baking croissants.” If you’re using the pillar/cluster model for content (which we are), you can use the related queries section in Google Trends to generate ideas for cluster topics. I’ve just started to use this app. 

“Can I do SEO for free?” When this question comes up, the answer is “yes”. Google owns the search space. Using its search tools makes a lot of sense—that they’re all free is a very nice feature. Contact Top of Mind Marketing to evaluate and build your SEO strategy.  

What Are The 4 Pillars Of Content Marketing Success?

Content marketing success is choosing the right topic for the perfect audience on the best distribution channels.

Remember that you’re publishing content that informs, that helps people do their jobs. If people are looking forward to your email blasts and blogs, you’re doing a great job. You should be thinking about where these people are in the sales funnel.

1. Understand your audience

Before you start creating your content, you need to understand your customer. Ask yourself who is your:

• Current customer?
• Potential customer?

Who would find your content useful?

Creating a customer or buyer persona is a valuable exercise. This is based on demographics and behaviors of the customers you have--and those you want to have.

Creating segmentation so you’re marketing differently to each unique group

Let’s look at a couple of customers in your database.

• One is your desired customer—smart, tech-savvy Chloe who totally gets everything the first time and is eager to see a preview of the next software rollout. Chloe has purchased your software for her company and understands the software’s potential and loves the way it integrates with other applications. 
• And then there’s Helen. Helen is a potential client who works for an IT manager. She’s in a strategic position as an influencer and could be making important recommendations, but prefers not to. Always expect Helen to call and ask for more instructions on how to use the new enhancement. You can send her a link to the excellent video tutorial that your tech team totally nailed, but you know it won’t be enough. Helen is always going to be very high maintenance. She may or may not ever become a client.

Just as Helen and Chloe are two separate segments in your database, they’re at different places on the sales funnel. Think about how you will market differently to them. You’ll want to include Chloe on new products/updates and invite her to your spring gala fundraiser. Helen will receive only the most general information. If you can’t get past Helen and build a relationship with someone else in her company, this relationship may not be worth more effort.

2. Map the content to the sales cycle

Could this example be any clearer? The scale and cost of the commitment drives the content

• If a buyer is considering a one-time license fee for software that costs $50/year, you might detail the software’s benefits in two-three paragraphs and include a few customer testimonials. 
• However. if a buyer is purchasing several hundred licenses for software that cost $100,000, this is getting into some serious money, and the content totally needs to step up. This calls for case studies, product sheets, a video and integration guides. 

Let’s break it down so you can see exactly what type of content to produce

• Awareness phase of sales funnel. Content to increase your brand awareness by promoting your brand. Blog posts, white papers, webinars and infographics. These will still be at a pretty high level.
• Evaluation phase of sales funnel. Content that will increase the marketing qualified leads (MQL). Buyer’s not ready to make a decision but understands that your brand is a leader in this field. Provide case studies, webinars, video and tech guides.
• Purchase phase of sales funnel. Content that will turn a marketing qualified lead into a sales qualified lead (SQL). Getting closer to a decision, so the content should make it easy to choose your product over that of a competitor: Implementation guides, free trials, and live demonstrations.

3. Create the content @ 2 thousand words/article

You now understand the customer and know what type of content goes with each stage of the sales cycle. Now it’s time to create different types of content that decision-makers want to read before making an important decision. 65% of B2B buyers value research reports and studies compared to any other content type (followed by technical guides, insight, white papers, and articles). Despite user-content protest, longer content ranks higher than shorter content. Remember that Google needs words in order to go to work. The number of words you need to write to rank in the top ten? It’s 2,000 words.

To increase traffic and show that your content marketing efforts are adding value for your business, those cheesy little 400-word posts are simply not good enough. Longer content is also shared more on social networks. Content that’s 3 thousand words is shared 2-3 times more times than 1-thousand word articles.

I have an ongoing battle with my clients because they never want to include more than a few sentences per page on their websites. I argue that “you consider yourself an expert and you sum it up in two sentences?” They insist that no one will read it--and they may not. But if someone wants more information, it should be there for them. We can frontload the important information. What they don’t understand is that Google needs that content in order to go to work. It’s content that will help their websites show up in search.

To clarify, longer content will help you:

• Rank better in Google
• Get more social shares
• Get more inbound links

4. Promote content

You have to remember that content marketing is part content, part marketing—you’ve got to step up and promote it.

The most fundamental way to promote your content is to publish it to your website

• Create a blogpost and publish that blog to your blog, LinkedIn and other blog sites. 
• I always post blogs to Google’s Blogger. It’s never a bad idea to be posting to a Google product. 
• Once you’ve posted your blog, post an excerpt with an image to your social media sites—Facebook, LinkedIn, Instagram, TikTok, etc. 
• Use that blog in your email marketing blast. I love blogs because they’re the workhorse of a content marketing program. Post part of your blog to your email, then link to the blog on your website with Read more. 
• Google AdWords campaigns: If you’re promoting a new white paper or eBook, you can create display campaigns to raise the visibility.
• Start using remarketing that will retarget abandoned visitors. 
• Consider creating an ebook. Use this as intellectual property that users can download with their email address. 

5. Get to know and understand your data and make adjustments

Did the content perform well? Did the content perform as you expected? You need to measure how well your content performs and analyze its progress.

To measure the content marketing success metrics, ask yourself these questions:

• How many page views does the content receive?
• What type of content is shared the most?
• What type of content is read the most?
• What keywords do people search for to find my content?
• How many leads did my content generate?

Remember that you’re generating data as you go along to help answer these questions. I use my own blog posts as content marketing case studies by analyzing the data of what topics/keywords work well.

Contact Top of Mind Marketing. We’re writers, digital media specialists.

What If You Could Rank on Google Without Doing Ads?

What are online advertising platforms?

Online advertising has exploded. If you read any article about marketing these days, there’s just an assumption that you’re doing online ads. Google is raking in an estimated $100M/day from this business alone. Amazon’s right up there, helping Jeff Bezos finance his next trip to the great beyond. 

We advertise on Facebook and Linkedin, on Twitter and Instagram

Every business with an online platform is offering advertising opportunities. But online ads, (pay-per-click or PPC) are a bit of an art form. You can’t create an ad and expect it to just perform for you. You’ve got to test, monitor, make adjustments and swap it out to keep it fresh. Like a twelve-step program, it works if you work it. My experience is that many people launch their ad campaigns and assume that they’re going to be driving lots of new traffic to their websites and ultimately, new clients. Unfortunately, if you’re not committing to managing your PPC campaign, you’re likely wasting your marketing dollars.

It's hard to rank organically on Google 

It’s increasingly difficult to rank organically, which means it’s hard to show up on page one of a Google search without paying for ads. Take a look at a search results page and you’ll see that the results all say “Ad” next to them. Someone’s paying (a lot) to rank on the first or even second page of Google or other search engines. 

But what if you could rank high on Google without having to do PPC ads? 

I’ve been using some new software that’s based on creating content that matches the high-ranking search terms/keywords that people are keying into a Google search. For someone like me, for whom writing is easy, I can write a blog exactly matching those keyword phrases in my titles. These show up in my website’s information bar and Google recognizes these titles as part of its content indexing process. I use other highly ranked keyword phrases in my headlines and subheads and assign “H” tags to them, which Google also looks for.

This software, DemandJump, is giving me a blueprint—or think of these as breadcrumbs--for how to show up in search. The information is cumulative, of course, but I’ve been using this for a month or so, and I’m starting to see the results. I’m getting calls from people who saw me in a Google search. Happy. 

DemandJump’s content is based on a pillar strategy

DemandJump is based on creating a content hierarchy. At the top of every content pillar is a 3,000-word pillar page—this is an exhaustive overview of your business. Your individual landing pages roll up to your main pillar page. Blogs roll up to landing pages. It’s a hierarchy--layered, interconnected webs of content. Everything is connected, with links among pages and topics to keep the user engaged.

I love this application! Interested in DemandJump? Give Top of Mind Marketing a call and let’s talk about how this might work for your business. 

 

What Is Local SEO?

 

What Is Local SEO?

More important, why is it important? This is why: Nearly half of all searches--an estimated 46%, have a local intent. That means their users are seeking information that is location-specific. Local SEO is about optimizing for a search query that is location-specific. Google and other search engines, including Google’s YouTube, use a user’s location based on IP address (for desktop) and geolocation (for mobile) to determine what results to serve up to the user.

How many times have you keyed in a search query, then added “near me”?

That’s local SEO at work. Besides the convenience of identifying local doctors, dentists, barbers, drycleaners and other service professionals in our own little ‘hoods, we like to support our local businesses. It builds community.

Local Pack is another Google search tool

To help connect those users with their location results, Google has changed their algorithm to accommodate location in its search engine results page (SERP) listings. Another handy search tool is Google’s Local Pack--connecting users to specific local businesses they’re looking for.

You’ve used the Local Pack; you just didn’t know it had a name!

You’ve seen the Local Pack a gazillion times, but you likely didn’t know that it was its own product in the search space. Let’s say you’re going to be in Athens for a month and you’re looking for cafes with wifi near your airbnb. (Actually this was my local search for the month of May.) You’re served up a map with three listings, your location and that of three cafes. This is your Local Pack, and it’s very useful. If anyone’s wondering, I found a delightful little café in my neighborhood that became my go-to home with yummy food and friendly people, thanks to Local Pack!

How do you optimize for local search?

• First and foremost, claim your Google Business Profile (GBP). This has become nonnegotiable.
• Update NAP citations on your website. Having a consistent NAP plays an important part in Google’s Local Pack results and building citations to your GBP. Do an audit to make sure that your business is correctly listed the same way in every place that it’s listed. The same sequence of name, address, phone number, etc. is important as well. If your business is listed on those mysterious directories that seem to pop up, you’ll need to log in to all of these and make sure they all have your current information. 
• Add your business to local directories. 
• Get reviews and add them to your website. Add the local city for the person who’s giving the review. 
• Identify local search terms and create local content: Make sure your name and address are in your footer. Add a notation that you are, for instance: “Serving the East Bay cities of Walnut Creek, Lafayette, Danville and Alamo”. 

GBP Ranking Factors. While Google doesn’t share the exact ranking factors, you can work within these guidelines.

• Relevance: Complete and detailed business information will help Google better understand your business and match your listing to relevant searches from customers. This is a good time to do keyword research and identify what keywords/ phrases you want to own.
• Distance: How far each potential business is from the location terms used in a search. 
• Prominence: How well-known a business is. Know that you’re going to be competing with big brands. Prominence is based on your overall Internet presence. More reviews and positive ratings will improve your overall local ranking.

Google’s Business Profile is becoming a workhorse

Let’s be honest. Navigating among Google apps has been challenging. I’ve struggled with my own accounts as well as those of my clients and I always wonder how long it’s going to take me to log in. What kinds of workarounds I’m going to have to try. Sometimes I can’t log in at all and give up in disgust. But maybe Google finally figured out what a mess they’d created.

So now we have the newly named GBP. In the old days, you could never see your own GBP—you could log in to the page, but just like you can never see your own Google ads, you never could see your GBP. Now you can click on a link and it’s clearly visible! I just logged in to my page, updated my services, added a few blogs and uploaded images. Anyone can log in from Google apps—Google Maps, etc. A couple of my clients left reviews for me. This is so easy! It’s unlike the old GBP that it’s nearly transformational. What’s astonishing is that it took them 15 years or more to get here.

A recent article suggested that one of the very best things you can do for SEO is to get reviews on your GBP. Start reaching out to current and former clients and colleagues and ask them to give you a review. Forget Yelp. It’s just too annoying.

Google’s really getting behind their new and improved GBP and making it seamless

Google’s making it easier for users to interact directly with businesses from their GBP pages to book appointments, get quotes for services and message directly. Without a GBP, you’re going to be missing out on opportunities in local search results and Local Packs. The Local Packs, especially, are just a nice visual way to package search results. You really want to be taking advantage of Google’s tools.

A Google Business Profile may be one of the most important free tools that any business has at its disposal. If you haven’t already, create a one. Believe me, I never would have said this before, because there were times when I was frustrated beyond belief. But it’s just so easy.

If you need help optimizing your website, we can help

Contact Top of Mind Marketing. We’re writers and content marketing specialists.

Types of Content Marketing Examples

Below is a list of content marketing examples

While most do involve writing, for those who hate to write, there are other ways to communicate, including infographics, videos, podcasts and memes, which are graphical interpretations that we see a lot on social media.

1. Listicles. Nothing new here, but we love listicles because they’re so easy to scan and access. A quick glance and you know if you want to read more or move on.

2. Ebooks. Ebooks are long-form content, available as PDF downloads or in HTML format. A great format for sharing your knowledge and expertise on a given topic. Ebooks have a number of benefits, including lead generation, establishing authority, growing email lists, and beefing up your overall content offering. Host your ebook on your website. Ask for email addresses in exchange for downloading the ebook. An ebook should be low promo, high quality. Think authoritative and solutions-focused.

3. Infographics. Infographics have become very popular because people love the graphic format. I’ve seen so many infographics that try to present too much information that they really fail their missions. Infographics often are presenting statistics, research, and other data to make them more engaging, but the reality is that they try to present too much information and they’re difficult to interpret.

I just read that infographics are shared three times more often than other content types on social media, so they can also help you with your backlink building, as well as growing your audience. Try to think about clarity. Is the font visible against the background? Is it so small that it’s hard to read? In some cases, infographics might be better served by being broken down into two infographics. They’re trying to present too much information. Sit back and take an objective look.

4. How-to guides. Instructional content can explain how to do anything from achieving a task to building a cabin. This type of content shares expertise, builds trust, and grows email lists. This is another situation of trading access for a user’s email address.

5. Checklists. Who doesn’t love free tools? And that’s just what a checklist is all about. Follow this list and you’ll be solving a problem. And there’s the added reward of being able to check something off your list. Think about using an infographic to display your checklist.

6. Case studies. If someone goes to your website, they’re most likely to check out the About page (they’re interested in you) and case studies. This reaffirms my belief that good marketing tells a story. Case studies are an opportunity to showcase your expertise. Show how you helped a client save money, get new clients, grow their business, solve problems, etc. Case studies are much more effective than just describing your services. They’re showcasing your expertise.

7. Testimonials and reviews. These days, we don’t do or buy anything without first checking the reviews. Reviews have long been important, but the Covid lockdown was the genesis for a new wave of online shoppers. We all began looking for previous user experiences before making a purchase. From the restaurants we choose, the movies we watch to clothing, sports events we attend and vacations we take. This also has given rise to the influencermovement. We pay people who have a lot of reviews, likes, endorsements and followings.

8. Influencer marketing. Getting an endorsement from someone with a large online following. According to research, for each dollar you spend on influencer marketing, you generate up to $6.50 for your business. Creating content in partnership with influencers is a great way to make sure your leads convert. If long enough to build a story around, create a blogpost. Otherwise, these make great social media posts.

9. Blogs. Blogs can be short or long and are a great interactive way for customers to communicate with a new potential customer or faithful, loyal customers. They can be in the form of FAQs, and sometimes companies will use blogs to answer customer questions. If there’s a controversial matter, companies can write evergreen content that the audience needs to know about.

10. Long-form content. Long-form content is more than 1,000 words. This data often lives on blogs, articles, and white papers. Long-form content gives readers a more in-depth look at specific insights or goals a company has and has become increasingly important for search engine optimization (SEO).

Long-form content is also a way to share expertise. There’s such an emphasis these days on minimalism. No one wants content on their websites, “no one’s going to read it”. This makes me crazy. Not everyone’s going to read it, but some people who are really interested in your product may want to read it. Don’t insult them by providing a couple of sentences. Provide information that’s comprehensive enough to answer their questions. Frontload information with the most important information in the first paragraph to satisfy the “lite” consumers.

11. Videos. Videos continue to grow in popularity. People spend at least 100 minutes/day watching videos, and 48% of customers rely on videos to reflect their interests. Good video content is more likely to convert and nurture a lead than print.

12. Memes. Time to have a little fun—because that’s why people are on social media sites. Work a few memes into your content strategy--quick posts sharing knowledge on a specific topic in graphic form.

13. Social media posts. Keep posts short and focused on a single topic. Include an image. Decide which channels you can support. Don’t forget hash tags.

14. Podcasts. Keep in mind that the purpose of a podcast is entertainment. Podcast listeners tune in for news updates, current event breakdowns or to learn about a new topic or industry. I listen to a couple of podcasts from lawyers whose opinions I respect. They generally weigh in on some of the rulings that are coming down these days from the lower and supreme courts.

15. Blogs are easy to write and publish. But I’m a writer so of course it’s easy for me. If writing is a struggle for you, this is going to be a slog. The best way to create a regular blog is make a commitment and own it. Every week or every other week, block this out on your calendar. As per one of my pals, “if it hits my calendar, it gets done.” Be thinking about what to write about. An article you read, a webinar you were on, a seminar you attended, industry updates, new products and upgrades. It’s endless.

Remember that people are on social media to have fun so blogs can be funny and irreverent. Shoot for high quality, topical, and relevant. Blogs are easy to share and be shared by search engines, so there’s high value associated with blogs.

16. Blog every few days: Are you kidding me? Blogging best practices calls for posting every few days. Who can write a high-quality blog that often? If you’ve got a team to share blogging responsibilities, perhaps you can meet this kind of timeline. The reality? This is always going to be the lowest priority and other stuff inevitably surfaces. Shoot for once/week. Twice/month is manageable.

• Post your blog every few days. 
• Include a call to action. 
• Develop an internal linking strategy among blogs and landing pages wherever there is synergy.
• Do keyword research. I use Google’s keyword planner. Work in these words so they’re easy and natural. Use them in your subheads and headings. Do use H1-H3 tags for your headings

These content marketing examples provide a lot of flexibility when developing a content marketing strategy.

Use those formats that fit your skillset and are most appropriate for your business. Contact Top of Mind Marketing to help develop a successful marketing strategy. We’re writers and content marketing specialists.