The Anatomy of a Solid Content Marketing Strategy
Content has continuously been a main factor in ranking authoritative websites, but recently content marketing has gained the attention it deserves in businesses committed to creating quality content. In the past couple of years, content marketing has become a commanding way for companies to build long-term relationships with customers while generating more traffic and leads to their sites at the same time. Google has made it clear that their long-term vision is to reward high quality and helpful websites in the SERP’s. This means it’s now more critical than ever to reassess your company’s content, and understand how to plan ahead with this new perspective. It is important to have a clear outline of what a solid content strategy is made up of, especially when it comes to planning your content for the coming year.
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Copyright Infringement Can Now Affect Your Ranking on Google
It is common knowledge that you should do your research before positing material to your site that may be copyrighted. When you post information that could potentially infringe on copyrights, or allow other users to do so, you risk being reprimanded or even facing legal consequences. Now Google is giving you even more reasons to be extra cautious when treading near this type of content.
Google owns the majority of the market share of search engine companies today – almost 70 percent to be precise. Their high status makes them a target in regards to promoting copyrighted material, and in order to watch their own backs they have been forced to make some drastic changes. Recent updates to Google’s search algorithm may prove to have serious repercussions for offending businesses.
Google announced that moving forward they will be taking note of the number of valid copyright violations a website receives. A website may receive a copyright violation for posting materials like video, music or photos to which they should not have free access. As these violations stack up, it’s possible that their business may appear lower in the search results when a user enters a query, or their listings may be excluded from the search results entirely. This could be very dramatic for companies who reply heavily on online searches to gain access to new customers and sales.
A rights holder can file a copyright removal notice if they discover that their content has been used without prior consent, or if they believe this might be the case. This can include photos, video, writing samples, audio recordings, etc. This means that by even posting a YouTube video on your blog that uses a copyrighted song without permission or featuring a stock image that you didn’t pay for, could ultimately hurt your placement in Google search results. This of course can then damage your activity and sales for the coming months.
And don’t think that these right holders are lazy on the reporting side – Google has logged more than 4.6 million copyright removal notices in the last month alone. This number is huge compared to their list from 2009. The full log can be examined in The Google Transparency Report which is located at the following URL: http://www.google.com/transparencyreport/
These reports are most commonly filed by folks in the entertainment industry (music, photography, etc.) however, any rights holder has the ability to file a request to have information removed from your site if you are in fact in violation. This accessibility means you should be even more adamant about filtering the type of content that makes it to your website.
If you already know that pirated content is appearing on your site, make it a priority to remove it immediately. The sooner it comes down, the less likely you are to feel the potentially crippling effects. You can plan monthly audits with your team to ensure that new content remains outside the grounds for violation. Another great way to avoid running into this problem is to carefully protect your business within the wording of your terms and conditions. Make any visitors to your site agree to the terms and conditions before they can post on their own. By doing so, you are lifting the responsibility off of your shoulders and putting it on that of the individual.
Be aware that other businesses may be taking advantage of Google’s new rules to wreak havoc on your site. It has been reported that some people are filing false claims in an effort to improve their positions in search results. Google has become smart to this kind of poor practice, and people who violate the take down requests may also see negative impacts in their positions.
It is all self-explanatory, but take the proper steps to protect yourself against posting pirated material. The potential outcome of being excluded from search results is just not worth it. Take responsibility by planning regular audits, and removing any content that looks suspicious. Be detailed when preparing your sites’ terms and conditions to avoid feeling the negative effects of Google’s new take down system on your business.
Is Social Media a Waste of Company Time? [VIDEO]
Why a Content Calendar will be Critical in 2013
I’m sure you’ve heard that 2013 will be the year of content. If you haven’t, it’s time to jump on the bandwagon! Creating amazing content is becoming increasingly important to improve the authority and appeal of your website. Google’s algorithm updates, Panda and Penguin, are making it harder to maintain or improve your search engine rankings without great content. If you are consistently creating quality content, this will also tell Google to view you as a valid publisher, which can help with your overall SEO efforts.
Now the first thing you might be thinking is: “I have to start writing content? How do I do that? If you have a blog, you’re actually already doing it, but you may be missing out on how to get the most out of your efforts. The most important component of content creation is organization. This is where a content calendar (also called an editorial calendar) comes into play. A content calendar will help you organize your publishing schedule and create a consistent posting structure. As everyone starts their 2013 strategic planning, make sure to create a calendar to streamline and unify all of your content, social media, and promotional efforts. Keep reading to find out how to integrate one into your company’s marketing plan.
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The Worlds of Viral Video
The term “viral video” comes with a certain preconceived definition for most of us: they are funny, quirky videos that spread across the Internet at a lightning fast pace. However, viral videos have evolved from their comedic beginnings to include a broad range of elements: poignant storytelling, the recording of current events otherwise not broadcasted, and brand launching capabilities.
Viral has changed the way we view video, sharpening our instincts to hone in on what is quality content or not in the span of only a few seconds, or as Arnie Kuenn wrote on his post Viral Marketing Campaign Success, content that is “genuine and believable.” For marketers, this can mean great things when reaching beyond existing customers to the masses, giving companies an opportunity to continually create interesting content for an engaged and curious audience.
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