Make Your Content Profitable With These 6 Power Hacks

Content marketing is at the core of any successful digital strategy. However, developing quality, impactful, and memorable content takes time and resources as well as smart content marketing tips.

The following marketing tips will help you get more out of your content and turn these marketing efforts into a profitable activity for generating leads and sales. We’ll also discuss managed content marketing services and why they’re the golden ticket to a successful content marketing strategy.

Stand out as an SME

The term SME can mean two things. It can refer to small and medium enterprises, but marketing experts use this abbreviation to talk about subject-matter experts.

A subject-matter expert is a person or organization uniquely qualified to discuss a topic. Interestingly enough, many small and medium businesses also often happen to be experts in their niche.

With 81% of organizations considering content marketing as a core strategy, cutting through the noise and getting your content noticed can be a challenge. Step one is to tell your audience why they should listen to you:

  • As a subject-matter expert in your niche, you can bring a unique viewpoint to the table, such as an innovative solution to a common pain point.
  • Turn your professional experience into thought leadership by introducing new topics and discussions before your competitors.
  • No one knows your industry better than you. Inspire trust and confidence by adopting an authoritative tone.
  • While large organizations can have a broader focus for their content marketing efforts, the strength of small and medium businesses is often in their specialization. Establish yourself as one of the top content creators in your niche by adopting a narrow but insightful approach.
  • Build trust by delivering on your promises. Your content will be memorable and valuable if you discuss concrete solutions.

content marketing strategy

Create pivotal moments with strong CTAs

What comes next after establishing yourself as a subject-matter expert? Read on to learn how you can turn this initial connection into something more.

The previous sentence, and many others you’ll typically find at the bottom of blog posts or just above the fold in marketing emails, is a call to action (CTA).

The purpose of a CTA is to catch the eye and introduce the possibility of continuing the interaction, whether it’s signing up for a newsletter or scheduling a sales call. Once you establish this connection, you can keep nurturing the lead by delivering more content.

You’ll get better results if you use a few simple content marketing tips when creating CTAs:

  • Keep your CTAs short.
  • Use strong action verbs.
  • Suggest an action that makes sense for the current stage of the buyer’s journey.
  • Tell users how they can unlock more value by acting.
  • Use design practices that will make your CTAs stand out.

Capture organic traffic with SEO

Organic search is often the first channel prospects turn to when they need a solution to a pain point. It’s crucial to make sure your content will show up in relevant searches.

The best way to facilitate content discovery via organic searches is to invest in SEO. While some keywords will occur naturally in your copy and headers, you can go further by identifying two or three strong keywords for each page and using them in the URL, meta tags, link anchors, image alt tags, and more.

A successful optimization strategy starts with keyword research. You can use Google’s Keyword Planner to identify the top search queries and keywords your target audience is likely to use and keep up with the latest search trends for your industry.

Facilitate content discovery and consumption with internal links

We’ve already addressed how CTAs can become pivotal moments between content consumption and the first contact with a prospect.

However, facilitating pivots from one piece of content to another is just as important. The buyer’s journey is becoming increasingly complex.

A strong internal linking structure can help visitors find more content that is valuable to them. Plus, internal links will support your SEO efforts.

You can integrate internal links in your copy to help readers explore related topics. Marketers also use pillar pages to discuss a topic in depth and share hyperlinks to pages that focus on different subtopics.

SEO efforts

Stay on track with a content calendar

Content freshness is a key component of a successful content marketing strategy. Content can lose some of its authority as it becomes stale, and ongoing content marketing efforts from competitors can cause your pages to lose their top spots in search results.

Developing new content will also help you keep up with new topics and adapt to the latest search trends, including voice search, which is becoming more popular with over 135 million voice assistant users.

A content calendar is a simple tool you can adopt to streamline content creation. Besides helping you post regularly, it will support your strategic planning efforts.

Gain a competitive edge with content intelligence

Analytics can shed light on how prospects interact with your content and help you understand your content’s role in the buyer’s journey.

These are examples of the different metrics you can track:

  • Use a visitor counter to see which content pieces and topics are the most popular. Use your findings to plan more content around these topics.
  • Track your conversion rate for different channels and pieces of content. It will help you identify the top-performing channels and pages so you can focus your efforts on what is most profitable.
  • Go further by tracking metrics by audience segment, something that only 41% of B2B marketers do. This approach will give you a better understanding of your different buyer personas’ unique needs.

If you don’t have a content intelligence strategy in place, Google Analytics can be a great tool to get started.

Streamline your efforts with a managed content marketing service

If you find yourself short on time or resources to implement the strategies discussed above, outsourcing content marketing to a managed service can be a viable solution.

Managed content marketing services can streamline this process and act as an extension of your marketing team. From identifying content creation opportunities to creating and publishing content on your behalf, a managed content marketing service will help you turn content marketing into a profitable endeavor.

Tempesta Media is a managed content marketing service with capabilities ranging from content development and publication to social media marketing, SEO, analytics, and more. Schedule a content marketing assessment to learn how Tempesta Media can make your efforts more profitable, or take a look at our 100 digital marketing mistakes e-book for more tips.

Top 5 Steps to Boost your Domain Authority

Domain authority is essential to improving your website status.

Domain authority measures how a site is successful in appearing in the search engine results (SERP), compared to competitors. And a lot of people are wondering how to increase the domain authority of their website. In this blog post we will provide you five steps to follow in order to boost your domain authority.

how to boost domain authority

Calculating domain authority is crucial, and backlinks play a vital role in doing so. Ahrefs’s study showed that 55.24% of websites don’t get any organic traffic since they don’t have backlinks. So it’s crucial to have high-quality backlinks. 

There are many ways of getting backlinks to strengthen your link profile. To begin, you can look at your top sources (using such tools as SEMrush or Ahrefs), and then find sites that are similar for backlink opportunities.

You can also use a WordPress analytics plugin that shows you detailed reports on your dashboard to uncover your top link sources inbound. Additionally, you can ethically spy on your competitors, see their backlink sources, and then try to get links from the same websites. 

Authority comes down to two significant areas that help boost your domain authority and the performance of your website in the search engine results. Those areas are:

  • Creating excellent content that tightly targets your audience and provides considerable value. Users should like to share your content because it’s catchy, informative, entertaining and beneficial for them. Your content should invite your readers to take actions, such as looking for more information and even hiring your services.

  • Promoting content and distributing it to get high quality, and high relevant links back. If you work consistently in these two areas, your domain authority will rise. So when you start, try to look at those two areas and remove as many barriers as possible. Before you begin to add new content, optimize existing content, distribute it and promote. If you go and take this simplified approach, you will achieve results. 

Now, there are periphery things that you can do to help remove obstacles to achieving an excellent result for your website. And how you have it structured acts as a massive barrier to making those two components of your content marketing program. The suggestion is to audit your site and remove bad links. 

Bad links are backlinks that lower your site’s reputation on Google. The quality that Google assigns to links can be measured with Google’s algorithms and their link quality analysis. Such links can be considered spam or low-quality. 

Website audit can also tell you whether you have broken links on your website, unoptimized links (usually missing meta information) or website structure at all. 

You can also focus on your internal links to improve your site’s user experience. An internal link is a reference to another webpage within the same website. For example, visitors can get more engaged and lower the bounce rate if you have links directed to several informative web pages on your site. Some benefits of internal links:

  • They help search engine bots to crawl your website more easily, indexing your pages. To help them understand your content and page, SERPs use crawlers to visit your website and gather information, follow all the links, and discover new pages. 
  • Internal linking builds the foundation of a website architecture, that is your site’s structure. A proper internal link structure passes link juice from one page to another. 

You can improve your internal link strategy by using an appropriate plugin. “Link juice”, for example, is an SEO term that refers primarily to the value of a web page passed to others. This strategy can give a vote of confidence to the search engine since more links are pointing toward a reliable page show. So internal links contribute to boosting your domain authority.

Step 5: Optimize Your Website Structure and User Experience

You should not forget about one of the most critical factors in increasing your domain authority: the structure and user-friendliness of your site. Search engines can crawl your sites more efficiently and index them on search results by using a proper format. 

If you want to improve your site’s user experience, you can begin by focusing on its optimizations for mobile. Google has now implemented mobile-first indexing that will look at how your website performs on mobile. 

Last but not least, make sure your site is safe. Getting an SSL certificate and changing your website to HTTPS can guarantee your secure site. You can also make your site safer by getting hold of the top WordPress security plugins. For instance, Sucuri offers many essential security features similar to a web application firewall.

How long does it take to achieve results?

If you’re starting with a brand new website with no domain authority or domain authority of 5-10 or less, it will take you six months before you start seeing that. 

The number improves steadily.  It’ll take you 12 to 18 months before you start to gather a significant enough domain authority, where you can start competing with your competition on long-tail keyword phrases.

In summary

You should remember that you can’t control your site’s domain authority. However, you can follow all the mentioned steps closely, so your domain authority increases steadily.

You need to keep in mind that increasing your domain authority takes time. Therefore, you should set out a long-term strategy, plan the implementation of all the above strategies, and wait for your domain authority to boost.

The bottom line is that there is no magic bullet for achieving results. It’s all about consistently doing the right thing and removing obstacles that prevent you from doing things right. 

Here, at Tempesta Media we use best proven practices to increase the domain authority of our customers, as a part of a managed service solution. Contact us today if you would like to accelerate your success with managed content marketing

Suitable Keyword Match Types For Your Google Ads Campaign

Exact match keywords are an efficient brand advertising strategy.

Google is a unique platform where you can offer your products. According to recent Google Search Statistics, Google processes over 8.5 billion product searches per day. In addition, Google has a very relevant advertising service: Google Ads. Users pay for advertising that appears in the search results. 

The focus of Google Ads is keywords. As the name suggests, keywords refer to terms and phrases people enter into a search engine when looking for specific information. So selecting keywords is crucial for your business to grow through advertising. What makes keywords so valuable is that they tell search engines about your website’s page content. 

Get started with Google Ads

To start using Google Ads, you need to select a relevant list of keywords. This list generally consists of words people would likely use when searching for the product. You bid on those keywords by choosing the amount of money you are willing to pay for that ad click. What determines the ad position on the SERP is the quality Google assigns to ads, combined with that bid. 

To begin using Google Ads, follow these steps: 

  1. Define a goal by heading to the Google Ads homepage.
  2. Select keywords list.
  3. Choose your target audience.
  4. Decide on the billing.

Some of the benefits that the Google Ads service provides is that you can target your ads. This allows you to get to people with specific interests, so you can show them ads they are interested in. Another benefit is that you can control your costs and decide on the billing according to your budget. You can also measure success and manage your business campaigns. 

That is why it is so important to choose the right type of keyword when you create your ad. Each type of keyword has its own benefits and drawbacks. You should find out more about them to create a successful campaign.

In this blog, we will see what exact match, broad match, and phrase match keywords are, their differences, and how to use them effectively for content marketing success

Types of Keyword Matches

Exact Match Keywords

Exact match is a Google keyword type of match. When a searcher types a word exactly as the word or phrase you are bidding on, your ad will be shown. As the name implies, the terms you are entering are the exact terms that the searcher is looking for when they’re on Google. Exact match keywords, when used correctly, can have a dramatically positive impact on your paid marketing program. 

For instance, if your search term is “gold bar prices,” and you have that term as an exact match term, your advertisement will only appear if a searcher types in that exact phrase into the search box. If they make any change to it, like, even though they may be similar, as a result, your ad won’t appear.

The benefits of targeting your message using exact match keywords are: 

  • Higher click rate and high click-through rate.

Your ad will be very tight on point and have a much higher click rate, which is very important because it directly affects your quality score. In addition, when you advertise on relevant queries, you are attracting the highest number of people to your offering, achieving a high click-through rate.

  • Lower costs and better ad positions. 

Your quality score, that Google assigns, is going to be high since an exact match lowers the search term-to-keyword ratio. Higher quality scores mean lower costs and better ad positions. 

  • Lower cost per click.

Your cost per click is going to be optimized and potentially lower, as you bid for that exact keyword. This match type lowers the amount of traffic your ad produces significantly, which works great for your budget. An exact match produces such extremely targeted traffic that has the highest chance of converting. A reason for this is that users are looking for the exact term related to the product you’re offering.

You might want to start bidding on exact match keywords if your advertising budget is tight. Using exact match keywords can give you a better revenue on your ad budget. 

However, there are also some downsides to going with exact match keywords. The first downside is that you’re going to have fewer opportunities to be able to serve and add up to your potential audience. Other disadvantages are the low volume and that you’re going to need to have different ads. 

Sometimes, there may be a mismatch between the message and what the search was searching for, which could hurt you and require more work. The compromise solution to that is using dynamic ad units, which Google rolled out a while ago, that can potentially help solve that problem for you.   

Keywords improve SEO

Phrase Match Keywords 

As the name implies, phrase match ensures that you can include a particular phrase in the query. So, let’s say the searcher was doing a question to find the best job posting services in Illinois. That’s the query that the user entered. So, if you set up a phrase match of “job posting service,“ then any search query that includes the exact phrase of job posting service will fire your advertisement. 

The advantages of using phrase match are that: 

  • You get tighter targeting.
  • You exclude a lot of what you would perceive to be garbage queries.

But at the same time, you don’t limit your search volume as much as you would under mapped exact match phrases. So, many times, phrase match can be a happy medium for SEO success

For phrase match to be successful, you need to overlay – terms on the ad group for on at the pain level to ensure that the other portions of the query that the user enters don’t go against your objectives. So a phrase match is meant to be the happy medium between an exact match and a broad match.

Broad Match Keywords

This match type is called broad because it matches your ad with a wide variety of other keyword searches that are similar to yours, which helps you reach a wider audience. An example would be the term “job.“ If that were set to broad match, Google would serve up any queries, including variance of job.

The problem with broad match is that you have your ads served on too many garbage search queries. So what ends up happening is that you spend a lot of money on targeted traffic, and your message will not be on target. On the contrary, you may show up on specific keyword phrases, which harm your brand. 

A positive aspect of a broad match is that it’s an excellent opportunity to get a large number of impressions on your advertisement in a brief period. In addition, broad match phrases sometimes will come in at a much lower cost per click because of their general nature. 

The other benefit is that you can still apply geo-targeting or geographic targeting to the term, further narrowing down who you’re going after, and giving you more control.  

Tips in using exact, phrase, and broad match keywords

The best approach you can do is to use phrase match for most of your keywords with an extensive and well-built term list. 

For those areas that are highly competitive and expensive, where the conversion rate is of critical importance it’s better to use exact match phrases.  

Using broad match keyword phrases should never be applied within a pay-per-click program within Google AdWords. It’s a recipe for disaster.

It is essential to choose the right keyword match type during the PPC planning process. 

In Summary

Google is an excellent platform where you can offer your products. And as Google focuses on keywords to show your ads, Google Ads is a perfect option to make your business grow. 

Deciding on which keyword type to choose when starting your ad campaign for the first time may be difficult. But the good thing is that after some period of testing, you will see what works and what doesn’t for you. Continue experimenting to get a mixture of keyword match types that are convenient for you. 

As a managed service provider, Tempesta Media can take over your paid campaign. Our experienced team can develop a new campaign for you or optimize existing one as a part of your overall digital marketing strategy. Visit our managed services page or contact us to learn more.

How Does Outsourcing Affect Social Media Management Pricing?

Social media management pricing is an important consideration when comparing in-house management and outsourcing. However, you should also look at the potential ROI of both options and consider your goals for this channel.

Your social media presence helps you get discovered online and allows you to form a genuine connection with your audience. As part of a broader inbound marketing strategy, a strong presence on social media can contribute greatly to lead generation and sales.

Posting on social media represents an investment of time and resources. You need to decide whether it makes more sense to do it yourself or to get help from a social media management company.

What is a social media management agency?

These agencies are vendors that manage your presence on social media networks. If you don’t already have a presence on social media, they can identify the most relevant networks for your brand and create profiles.

Brands with existing profiles can work with an agency to audit their current presence. It’s usually a first step toward implementing strategic planning to grow your presence on social platforms.

Social media management agencies can also help with creating and publishing content, interacting with followers, or optimizing your profiles to boost traffic. And if you want to go further with social media, social media services can manage paid ad campaigns for you, establish partnerships with influencers in your niche, or use analytics to learn more about your audience and track top-performing content.

Social media management pricing: In-house vs. outsourcing

With 72% of adults using at least one social media platform, it’s not a channel you can afford to overlook.

In-house costs

Managing your social media accounts in-house gives you more control over your online presence. Writing posts yourself and creating video content in-house can give your campaigns a more authentic feel.

However, it requires a significant time investment, both to create content and to interact with your audience. Plus, a strategic approach is a must if you want to use social media to generate leads and sales. A lack of experience in that department could mean you invest time and resources without getting results. Plus, scalability is limited unless you’re ready to incur up-front costs with new hires.

The average cost of an employee is around $36 an hour. If a team member works on your social media campaigns for 173 hours a month, social media management pricing will be slightly over $6,200 a month.

You might have to double this amount to have two full-time employees managing your social media presence and will probably need to add more team members to this project as your online community grows. You should also consider costs linked to hiring, training, and social media campaigns themselves. Your total in-house cost could easily reach $10,000 to $15,000 a month.

Social media management pricing for agencies

Like with any outsourcing project, getting help from a vendor helps you save time and can reduce overhead costs. Besides, you’ll start getting results faster since you’ll be working with social media marketing experts who can leverage their knowledge and experience to identify the best strategies to meet your goals.

Agencies also often use analytics and metrics to track your progress. This analysis justifies investment in an agency since these experts will take a data-driven approach to uncover the best content formats for growing your audience and boost your social share of voice.

Social media management pricing packages can vary from less than $1,000 a month to $10,000 and even more for major brands with millions of followers. The services you need, the scope of your campaign, and the amount you want to spend on paid social marketing can influence pricing.

Choosing the right social media management company

There are different types of vendors to consider, and social media management prices can vary between them:

  • Brick-and-mortar agencies. These traditional full-service marketing agencies can provide a wide range of services, including developing your social media presence as part of a broader integrated marketing project. Because overhead costs are typically high for these agencies, pricing can range from $5,000 to $15,000 a month but can include social media marketing, social media optimization, content marketing, strategic planning and more.
  • Digital agencies. Opting for a digital agency can help you control costs while getting the same high-quality services you would from a traditional agency. It’s the model Tempesta Media has adopted: managed services start at $2,000 a month and include content development, social media post development, follower outreach, SEO, email marketing, and more.
  • Social media management companies. A social media management company focuses exclusively on your social media presence. These vendors can create profiles, develop content, publish it, and interact with your audience on your behalf. They usually rely on metrics and strategic planning, but they will grow your social media presence independently of your other campaigns. You can pay by project or on a weekly or monthly basis; monthly plans cost $3,500 on average.
  • Content creation and publication services. You can find content creation and publication services that will write and publish posts on your behalf. Some plans cost less than $1,000 a month, but they won’t include any strategic planning or efforts to grow your audience outside of posting regularly.

Other considerations

There are additional aspects to consider besides social media management pricing when outsourcing a social media project:

  • Your target audience matters since not every consumer has the same relationship to social media. For instance, 67% of brand interactions happen on Instagram, where around 60% of users are under 34 years old. It’s important to consider demographics and other factors so you can choose an agency that has experience with the niche you want to target.
  • Consider what you hope to accomplish through social media. Some small businesses like to have a presence on Facebook and other platforms because social media searches bring foot traffic to their store, while others want to use social media to tap into a new market via influencer partnerships.
  • You should also look at your budget. Boosting your ROI sometimes means making tough decisions. Determine how much you can afford to invest in social media and whether you want to prioritize this channel over other marketing opportunities.
  • The current stage of your social media presence is important, too. If you have an established community with good word-of-mouth marketing, a service that can grow your following might not be relevant. However, investing in strategic planning is a must if you’re a newcomer in your market.

Get help with social media management

Social media is a valuable channel for businesses. You’ll get better results with the right strategy in place, which means considering social media management pricing and asking yourself whether you should do it in-house or get help from an agency. Learn more about the managed service offered by Tempesta Media and get in touch with us if it sounds like something you could benefit from.

What Social Media Optimization Can Do for Your Social Media Marketing Strategy

Social media optimization is a strategic and purposeful approach to growing your presence on this channel. Read on for some of the top strategies you can use to optimize your social media accounts.

Social media marketing allows you to connect with your audience like few other channels can. It’s also a significant investment of time and resources. Focusing on social media optimization will help you get more out of what you invest in this channel.

What is social media optimization?

Why is your brand present on social media? If you joined Facebook because your competitors use this platform or if you share tweets because your audience expects it, you’re not optimizing your social media presence.

Instead of simply existing on social media and posting occasionally, optimization is about taking a strategic approach and turning this channel into a powerful agent for growth. It’s the difference between being proactive and reactive.

Your business has goals. Social media can support these goals by helping with brand awareness, outreach, sales, and other aspects of your mission. With optimization, you’re adopting the strategies that make the most sense for achieving these goals.

The basics of social media optimization

There are four key areas to focus on to optimize your presence on social media.

Adopt a strategic approach

Social media optimization begins with goals. These goals need to be measurable and aligned with your broader business objectives. If applicable, you should also think about these goals in relation to the other channels you use and to your paid social campaigns.

Everything you do on social media should support your goals. A common mistake is to focus on vanity metrics such as the number of followers your Twitter account gets. With optimization, your focus shifts to metrics and actions that translate into results.

Establishing clear goals will inform the way you grow your social media presence. It can help you identify the platforms to join. For instance, LinkedIn is one of the fastest-growing platforms for B2B marketing, but Facebook is the best social network for reaching out to men between the ages of 25 and 34.

If you want to schedule your publications to get as many impressions as possible from your target audience, your goals can also inform your post-development strategy and help you with automated social media marketing.

You can go further by using social media analytics. Tracking things like which platform results in the most sales, which network brings in leads that spend the most, or what type of content generates the most engagement will help you fine-tune your efforts.

Achieving continuous improvement through goal-setting and analytics can be technical. It’s something a social media management partner can help you with, and social media management pricing is justified by the results you’ll get.

Build a strong profile

The purpose of a social media profile is to tell users at a glance what you do and what differentiates you from other businesses.

A strong profile should be immediately recognizable, which is why it’s important to integrate your social media marketing efforts with your other campaigns. Consistent branding with your copy and graphics will increase brand recognition and awareness.

You’ll also need a compelling description of your business with some strong keywords to capture traffic from social searches. Don’t forget to add a link to your website, your contact information, and a name, address, and phone number (NAP) mention to support your local SEO goals if applicable.

Optimize your activity

Posting content is at the heart of your social media presence. You can write posts specifically for a social network, curate posts with links to third-party sources, or integrate your social media presence with your content marketing efforts to share links to your own blog posts or news stories.

Just like with every other platform, content quality matters. Write content that solves problems and delivers value. Use strong calls to action to get conversions and craft eye-catching headlines that will make users want to click. Then optimize the copy, keywords, hashtags, and visual components of each post.

However, your activity shouldn’t be limited to written content. There are other avenues to explore:

  • A growing number of brands are using social media as a customer service channel thanks to chat features.
  • You can also interact with your audience by liking their comments or responding to them.
  • Visual content, like photos and infographics, can grab the attention of your audience and generate engagement.
  • Video is another interesting format to use. There were 2 billion video views on Twitter this year, a number that increased by 67% compared to the previous year.

Boost audience engagement

Social media optimization should extend to your follower outreach efforts. The more you know about your audience, the easier it will become to engage them on social media and inspire loyalty.

The first step is to get your content noticed. Brevity is important since users often scroll and skim on social media. Eye-catching visuals, clear formatting, strong headlines, emojis, and hashtags are things that can make a difference.

Speaking of hashtags, they’re important for three reasons:

  • They make your content discoverable for users who explore hashtags related to topics they’re interested in.
  • They allow you to spark conversations related to your brand and products by creating branded hashtags.
  • The existence of branded hashtags will encourage more people to create user-generated content (UGC), which can act as social proof for your online reputation. You can extend the scope of UGC by launching an employee advocacy program and having employees join the conversation on social media.

Hashtags will also help you get a feel for the trending topics your followers care about. Being timely is crucial on social media since there are plenty of opportunities to join existing conversations and bring something new to the table. Examples of trending topics on Facebook for 2021 include conversations about education, racial inequalities, sustainable living and gardening, banking, and self-care.

Audience engagement is often about small things that people will remember, whether it’s responding to a comment, creating shareable content, posting regularly, or adopting a voice that is human and relatable. You should also leverage word of mouth from your top fans and look into establishing partnerships with influencers.

The takeaway

Social media optimization makes your presence on this channel more purposeful. A social media management price is an expense you’re going to incur whether you decide to outsource or invest in in-house resources.

With optimization, you can get a better ROI thanks to the following benefits:

  • Increasing your outreach and brand awareness.
  • Building a community of loyal fans.
  • Getting more traffic for your blog or site.
  • Contributing to existing conversations and positioning yourself as a thought leader.
  • Supporting your SEO and content marketing efforts.
  • Having the resources in place to mitigate potential PR issues.

Do you need help with social media optimization?

Social media is one of the areas Tempesta Media can help you with as part of our managed service. From post-development to follower outreach, we can ensure you get better results with this channel. Contact us to learn more!

Working With an Outsourced B2B Marketing Agency Can Boost Your Website Ranking

When you partner with the right B2B marketing agency, you’ll be able to create a coherent content management strategy and maximize your SEO campaign results.

In today’s digital world, you have to be seen or you may be forgotten. Companies that sell to other businesses need to stay in front of their customers and prospects. Creating great content and improving your website ranking keeps you visible and in demand, and the right B2B marketing agency can help drive success.

The importance of search engine optimization (SEO)

You may have the best products or services, but if the market doesn’t know about them, it is hard to gain traction. SEO helps you rank higher on search engine results pages.

When customers or prospects are looking for a specific product or service, they often turn to a search engine for their answer. In fact, 53% of all web trackable website traffic comes from organic searches like these. Ranking in the top tier of search results can provide the perfect sales lead funnel for your business.

Your SEO ranking can make or break visibility

Creating a great website and optimizing your ranking is not an easy task. Many companies find that it’s best if they focus on their core business competencies, and partner with a B2B marketing agency for content development and SEO.

When you have SEO success, you will find that your visibility and audience engagement increase, propelling more readers to visit your page and learn about how you can help them. This forms the basis of a prospect relationship, as people who find your content helpful will likely return to your page and view you as a thought leader they can trust.

If your company has a high listing for a Google search, between 26.9-32% of mobile and desktop users (respectively) will click through to your page. By contrast, some 90% of pages are so poorly ranked that they never get any Google traffic at all.

What is B2B marketing and why is it essential for your business?

If your company sells to other businesses, then B2B marketing is critical to your success. Your marketing has to build your company image, create the ideal positioning and increase your brand awareness. Unlike impulse consumer purchases, most business sales are the result of creating long-term relationships.

When you create a B2B marketing plan, you want to be sure that it delivers. Everything must be letter-perfect if you hope to turn prospects into customers and customers into repeat buyers. For that reason, businesses often choose to work with a proven B2B marketing agency that has the expertise to produce professional content and implement a sophisticated lead generation program.

The main goals of an effective B2B marketing campaign

Business buying decisions are very complex, and sales likely emerge as a result of long-term relationships and trust. An effective B2B marketing campaign must focus on key elements, ranging from establishing thought leadership to crafting a powerful story and building brand awareness. Future customers must come to know your business and understand why you are different and better than your competitors. This all ties to SEO, as people will only learn about you if they know you exist.

If you work with the right B2B content marketing agency, they can help you create a campaign that is compelling and brings prospects and leads to you. The marketing campaign can also help remove roadblocks to future sales and get your prospective customers excited about doing business with you. Buyers want to do business with companies that they truly respect and trust. With the combination of content marketing that showcases your authentic brand and an SEO strategy that enhances visibility into that authenticity, you can reach more potential customers.

Why SEO is an important part of a marketing strategy

The global events of 2020 ushered in an even deeper reliance on digital resources and content. In their quest for answers, businesses found that their customers gravitated toward a search for expertise, authoritativeness, and trustworthiness. Search engines, rather than in-person meetings, became the new place where knowledge was gained and trust was developed.

Optimized SEO can boost your company and its message to the top level of the search results page. This translates to more click-throughs, more time spent on your site, and more qualified leads. The key to a successful SEO strategy is a great content marketing plan. It’s important to remember that you are writing not only for your customer but also for search engines.

The hidden complexities and lost opportunity costs of keeping all marketing in-house

While in-house marketing has a certain appeal, in reality, the decision to keep all of these activities in-house is riddled with hidden complexities. First, it’s extremely expensive to fully staff a marketing department with top-caliber professionals. The cost rises dramatically when you factor in benefits and training in addition to salary.

An in-house marketing department is almost always fully booked. It’s nearly impossible to add content management and SEO duties to their already long list of tasks. It’s not cost-effective to staff up to meet peak demands. This highlights the issue of lost opportunity cost. When the CEO or VP of Marketing comes up with a truly brilliant campaign, the in-house team rarely has the luxury of dropping everything to work on this new, highly profitable strategic plan.

How a B2B marketing agency can help save money

When you partner with an outsourced B2B content marketing agency, you’ll find that they have the specific skills and expertise to get the job done quickly and correctly. They will have experienced professionals who can augment your staff and offer the exact, proven talent that you need when you need it. These efficiencies will save your company money.

Producing content in-house can be very costly. Your B2B marketing agency can help reduce turnaround times and give you the flexibility to tackle more demanding strategic projects. They can also bring years of top echelon creative and technical expertise to the table. With the right agency, you’ll be able to leverage your partner’s skills so that your firm can not only lower costs but also reach higher levels of profitability.

Strategies your B2B content marketing agency can use to improve SEO

In some ways, SEO is like an endless puzzle that needs to be solved constantly. Yet core elements remain the same. Your content partner can implement a few key strategies (that they can tailor to your unique business) to start optimizing for SEO:

  • Choose the right keywords. It’s important to choose the best keywords for your website, including a mix of both search and buying terms. You may also want to explore long-tail keywords that have less traffic but more opportunity for top ranking. Incorporating keywords and long-tail phrases on your landing pages will also help with SEO.
  • Write personalized content that meets audience needs. By understanding what your audience’s pain points and goals are, you can get a solid idea of what type of information they are searching for. Paired with keyword research, you can determine what topics your audience is most interested in and tailor your content (and keywords) to address those needs.
  • Use natural language while also optimizing for SEO. Search engines can tell when a page is manipulated to rank well on results pages. Tactics like keyword stuffing, where pages are overly filled with keyword phrases at the expense of clarity and conciseness, are penalized. It’s important to insert keywords naturally into normal language so users can still find value in the content.

Your B2B marketing agency can create quality content, which is critical when it comes to SEO. It’s important to follow the guidelines for formatting content for SEO. When a customer clicks on your link, you want them to stay on your page and not bounce back to the search listing. Highly relevant content will draw the customer or prospect further into your site, and you can begin creating your relationship with them.

If you want to make your company rank higher in search results, leverage the skills of a B2B content marketing agency. Contact Tempesta Media today and find out how you can maximize your SEO results and get more leads and customers for your business.

How many external links should I include in my blog article?

As search algorithms have evolved over the years, one of the key things that they look for is links. Inbound, outbound, and internal links all play a key role in your search engine ranking.

There are three basic types of links:

  • Internal links – To another page on your site.
  • External links – From your site to another website.
  • Inbound links – From another site to your blog.

The basics of inbound links

Inbound links are arguably the most important of the three. They are like a vote of confidence for your website from a third party, and they tell search engines that your page is a trustworthy source that other people would go to for essential advice and information.

While they are critically important for SEO, inbound links are also some of the hardest to obtain. It’s important that these types of links come from trusted sites, and not artificial links created through fake or spam sites like:

  • Blogs.
  • Wikis.
  • Social media profiles.
  • Directories.
  • Guestbooks.

These low-quality inbound links could actually have the opposite effect and harm your SEO if a search engine punishes you and moves your results down on the page. With algorithm updates throughout the years, such as Google’s Page Experience, search engines are getting better at evaluating page and link quality and spotting artificial links.

The best way to get high-quality inbound links from trustworthy sources is simply to create great content and promote it so others will read it, see it, and want to share it with their own audience. As you get more votes of confidence through these links, search engines will start to notice.

Examples of good external links for your content strategy

External links are links that lead a reader from your website to a site elsewhere in the world wide web. External linking happens when you link to an outside source that you reference in your blog article.

Any SEO practitioner worth their salt knows that it helps to include links in a piece of content. External links greatly benefit your website in terms of building visibility and adding credibility to your content. Just as important is that they add value to the readers’ experience because the links connect them to other valuable information while reading your content.

Content marketers should not use just any link though. As with any source of information, there are good and bad examples of external links. 

How to identify a high-quality external link:

  • The website you are linking to is regarded as a high authority in the industry. A well-respected source will boost people’s confidence in your content.
  • The link leads to a source known for content relevant to the subject matter.
  • The source links to mostly informational websites instead of your competitor companies.
  • The site you are linking to has attracted regular readers and a substantial number of visitors.
  • The source has valid information that gets fact checked (for example… the opposite of Wikipedia)

How many external links should you have in a content article?

Because external links encourage readers to click away from your blog article, you must limit these links and set them to open in a new tab. That way, readers won’t abandon your site entirely. Abandoning your site increases bounce rates, which hurts your website traffic. Ahhh… a perfect example of why SEO can be so tricky!

What, then, is there an ideal number of external links that you should include in your article?

With Google constantly making algorithm changes, no number can ever be set in stone. Some say 2-5 external links, depending on the length of the content, would work. Still, others would not put a limit on the number of external links. Many industry experts, however, advice against linking more than once to the same page.

Based on what we’ve found from our own research:

We recommend 1-2 external links for every 500 words of content. Limit your total number of external links to 5 (which would be for a very long blog article that is approximately 2,000 words long).

What is the best way to include an external link in a blog article?

An external link should be placed within the body of the content. Readers appreciate knowing what they’ll get if they click a link. That is why an external link should be properly emphasized using a concise, relevant and contextual anchor text. This hyperlinked text within the sentence you are linking from should convince the reader that clicking it leads to more valuable information.

What external links should be avoided within the content?

Not all external links are created equal. By all means, take great care and thought into including external links within any quality content. 

Tempesta Media writers and editors meticulously check all external links to ensure they do not lead to competitor websites. They make sure each link works. A broken link is not a good thing. No one wants to be greeted by a web page that is inaccessible because it has moved or the target website is offline. A working link leads to a good reader experience and increased traffic.

Finally, no content should be caught linking to outdated sources with information that may now be incorrect or irrelevant. At Tempesta Media, all external links within a content piece are verified to ensure they are accurate, current and up to date.

Now that you’ve learned about external links, want to learn about internal links? Read our recent blog article: 8 tips on how to incorporate internal links to your content.

The ultimate guide to super-charging your product descriptions


There are hundreds of blog pieces out there explaining the value of having a great e-commerce website. They discuss how great e-commerce websites are well-laid out and well-designed. The blogs also speculate that good websites have bold headlines that capture a reader’s attention and easy navigation so that users are more likely to spend time on the site.
Websites can have a positive net effect on converting a visitor into a customer. And the truth is that they can also have the negative effect of turning off a user. This negative effect can happen for a variety of reasons. A messy landing page that is confusing and frustrating to navigate is a common reason.
But a very undervalued aspect of an e-commerce website is the quality and layout of product and service descriptions.
Because in many instances, visitors will only give a website about a minute to grab their attention. If the product descriptions on that page are dull and do not give readers a full idea of what they can expect to receive, the engagement battle to win that visitor’s trust is lost.
So as e-commerce business owners evaluate their existing website, it is vital that they take a close look at their product descriptions to see if they are as effective as possible. And with that in mind, here are a few ways business owners can improve their product descriptions.

Create original product descriptions

One of the things that people can immediately spot when they look at a photograph on a website is whether it is a stock image or whether it is an original image that was taken specifically for the site.
Images are a fantastic way to legitimize a website if they related directly to products and services. But generic pictures immediately signal to visitors that the website (and the company) is not concerned enough with quality to offer genuine photos.
And that is the exact reason why your product descriptions need to be original instead of copied from a manufacturer’s handbook or guide.
When visitors read a description that is generic, all they take away from that description is the function of that product or service. Visitors want companies to give them a reason why they should invest their time and money into buying something other than what they already know about the product or service.
Here are two reasons e-commerce businesses should avoid manufacturer’s descriptions:

  • It is not interesting to read. Business owners must remember that they are competing with thousands of other websites to attract and keep a visitor’s attention. A sure-fire way to bore a visitor and make them go to another site is to force them to read boring, “canned” descriptions that are clearly from a manual.
  • It affects your SEO ranking. Posting generic product descriptions will also affect an e-commerce site’s SEO ranking. That company will likely have the same descriptions that competitors in their industry are using, which means lots of duplicate content. Search engines like Google penalize sites that have duplicate content and much prefer sites that have original content with keywords that are highly relevant to the products and services the business offers.

Explain the benefits

So the question many business owners have is just how they should go about creating original product descriptions.
One of the most effective ways to create original product descriptions is for business owners to put themselves in the mind of visitors to their website who will often ask this question: “What is in it for me?”
The product description should not just explain what the product or service does; it should explain how that product or service solves a problem for the potential customer or satisfies a want or need.
For example, instead of writing that a new smartphone has geolocation services, a better description could be, “This smartphone’s patented geolocation lets you know your exact coordinates, which helps you make your way around town. More importantly, it helps you pinpoint the exact location of a loved one in the event that they go missing.”
The description above provides a feature of the smartphone but ties it into something emotional – the idea that if someone the prospect buyer loves has lost his way, the smartphone can provide comfort and reassurance because it can help locate that person.

Use specific language to provide clarity for visitors

Product descriptions that are generic are usually generic because they use language that is not specific.
Why is that important? Because visitors who come to a landing page are not looking for reasons to buy; they are looking for confirmation that they should not buy. Confused? Put another way, many visitors – including those who arrive at a landing page after making a specific search inquiry – are usually not certain that they are going to buy something on that website.
So the challenge for business owners is to overcome that hesitation and provide as many reasons as possible to convince a visitor to make a purchase.
And some of the biggest causes of buyer hesitation come in the form of these questions:

  • How will the product/service work?
  • What does it look like in real life?
  • What size is appropriate for my needs?
  • How/when will product ship or service be available?
  • What is the return policy if product/service does not match my needs?

But by using specific language and specific images in their product descriptions, business owners can answer every one of these common questions that are barriers for customers to make a purchase.

Add a video demo and a size chart

Adding a quick video demo will help answer the first question about how the product or service works. Including detailed, high-definition images that have 360-degree views will answer what the product looks like in real life.
Adding a sizing chart is an ideal way for visitors to make quick comparisons and decide on the size that matches their needs. On the other hand, having a detailed shipping and return policy and all the options a customer has for both provides comfort and security about the ordering process.
For example, part of a product description could read:
“This smartphone has a one-inch depth and is 8 inches in height, about the same size of an average paperback novel. If you order before midnight, it will ship on the same day and arrive at your doorstep either the next business day if you choose one-day shipping, or within two days if you choose standard shipping. If you are not satisfied with the product for any reason, you have 30 days to return it in the prepaid envelope we provide and receive a full refund or exchange it for an item of equal or lesser value.
The description provides specific language such as “order before midnight,” and “30 days to return” that answers common questions and provides reassurance to a buyer that the company will stand behind its product.

Use compelling titles and relevant keywords

E-commerce business owners should get in the habit of thinking of product descriptions as an essential part of their content.
In doing so, they will better understand the importance of using compelling opening titles for their descriptions as well as relevant keywords that tie directly to their products and services.
What are compelling titles in product descriptions? They are titles that grab a reader’s attention and makes them read that content.
To illustrate, read the two product description titles below, and choose which is more effective.
“New smartphone with features we know you will love,”or “The smartphone with 24 hours of continuous battery life, 3-D video recording, 18-K gold frame and two-year, send-it-back-for-any-reason return policy.”
The second product description title gives readers details that make the phone a must-have. It also sets up the rest of the description by highlighting the best features.
It is important to remember that product descriptions are not selling a product; they are selling the experience of having that product, and that is why titles must showcase how that product or service will create an experience for a prospective buyer.
But it is also important to remember to vary the relevant keywords in product descriptions. Using the smartphone example, it is advisable to find alternative words to the word “smartphone,” so that search engines do not downgrade a site for keyword stuffing.
Google’s Keyword Tool can help business owners find popular keywords based on whatever word or phrases they type into the search box.
This can help professional copywriters use relevant keywords in a harmonious way throughout the product description.

Use power words to compel a purchase

Using words that stir emotions within your audience and inspire them to connect to your product can greatly increase the likelihood that they will click the “add to cart” button.
These “power words” do more than just describe the physical aspects of your product. They describe the emotions your product can elicit from your customers. They make your product descriptions come to life.
Think of power words as an upgrade to the adjectives you are already using. Instead of “best,” try using “elite.” Instead of “easy,” try “painless” or “effortless” — you get the idea.
A good way to find inspiration for your product descriptions is by typing your basic word into the online thesaurus and finding a better word to replace it with.

Product descriptions are a key part of e-commerce content

By now it has probably become clear how important product descriptions can be to the success of an e-commerce site. The truth is that attracting visitors to a website is only half the battle. If those visitors do not buy a product or service, then a business has lost a valuable opportunity.
That is why product descriptions with high-definition, 360-degree images, original content, clear specific language that anticipates and answers common questions, and titles and keywords that tie directly into the experience of using the product are all effective ways to entice, excite and ultimately persuade visitors to become customers.

Need help?

If you have a content marketing program or are planning one, download our e-book “100 Mistakes Businesses Make When Starting, Optimizing and Scaling Content Marketing Programs.”
This e-book will walk you through the mistakes of hundreds of other companies and the challenges they faced in implementing their content marketing programs. To learn more about how Tempesta Media can help you streamline your content creation process and deliver quality content at scale, contact us today.

How Google News Can Double Your Content Marketing Results

Why incorporate Google News into your content strategy

Google News is an excellent way to use content marketing because it provides key points and statistics that will drastically improve a company’s engagement on a content marketing item. The site gives the firm updated and recent news from around the world.

To see it, type “Google News” in the Google search bar and click on it again when it pops up as the first search option. You can automatically receive Google News alerts by following these steps:

  • Click on Google Alerts Page.
  • Type in a search term to track.

  • Click “Show options” (below the search box) and pick the perferred option.

  • Pick a source for alerts.

  • Pick the language and region.

  • Decide how many results to see: “all results” or “only the best results.”

  • Pick a delivery email address (the location where Google will send alerts).

  • Click “Create alert.”

Since Google News is a huge database of articles and statistics, it can make content marketing much more legitimate and factual. In turn, this helps to build a company’s overall credibility with its audience.

New topics show trends

To generate new topics on Google News, simply type keywords that relate to the content you are looking to develop. That will display a variety of related topics for you to explore.

For example, if you are looking to write content about a cooking service, there are many keywords that can be associated with that topic, such as “meat,” “cooking” and “recipe”.

By using Google News alerts in conjunction with the company’s niche, the topics will remain relevant because they refer to the trends at that immediate moment in time. Being timely also helps improve your search engine optimization (SEO).

Want to learn how to drive SEO traffic to a company and increase its rank? Check out Tempesta Media’s guide.

Trending topics

Taking the process a step further, for a big boost to content marketing efforts, a company may want to create content that generates traffic from trending topics. Those can be found simply by typing “trending news” in the Google search and seeing what popular news shows up.
Another technique is to learn to figure out what keywords those articles are using so your company can use them for its own content marketing and generate more traffic.
Tempesta Media has a team of experts who can help companies seeking the advantages of content marketing. Learn more about Tempesta Media’s content marketing services and find out how we can help you attract more customers.

How to update old blog posts for better SEO

Getting the most out of your SEO program is all about creating new content on a consistent basis.
Or is it?
Creating new content is necessary, and as you know, it takes a great deal of time. That’s why it’s also important that you take care of quicker tasks that will reap significant rewards over time. One of those key tasks involve updating old blog posts for better SEO.
It’s OK if you don’t like living in the past. But in this case, a trip down memory lane can open up a superhighway of new traffic. Sometimes, a few minor adjustments to the copy, adding an image or video and doing a quick scan of links are all you need to make an old blog post new again.

Why you should update old posts

Updating old posts will improve your credibility. Nothing screams, “I don’t pay attention,” like a broken or outdated link in a blog post. Keeping up with those resources and updating when appropriate is good for your credibility, and will ensure search engines don’t overlook your content.
You can focus efforts on higher-performing articles. Before you groan about having to update every blog post you wrote in 2018, never fear. Pick your top-performing posts and reinforce them with solid updates.
You don’t need a ton of resources. Updating old blog posts doesn’t take as much time as a full rewrite, so you don’t have to throw a lot of manpower behind the job.

How to update old content for SEO success

  • Make sure all links are up to date. Nothing old or broken, please.
  • Evaluate your sources for relevance. First, make sure they still exist. Then, determine whether they’re evergreen, or they should be replaced with something more recent.
  • Thicken” your content. Thicken means provide more recent examples or go into greater depth on certain points to enrich the post and make your keywords more attractive to search engines.

Make functional SEO changes

  • Pay attention to your formatting. Make sure your text uses the right styles for headings, body copy, bullets, etc.
  • Rethink your link text. Get rid of nondescript language, such “click here,” or “read this.” Instead, place links with text that properly describes what people will get when they click.
  • Add and update headings. Break up your text with relevant headings to help search engines pick up keywords.
  • Check meta descriptions. Ensure that meta descriptions of your webpages contain appropriate keywords and titles.

Consider visual improvements

Nothing but text on the page? It may be some of the best copy ever written, but even fantastic copy needs a little boost. These tactics can help:

  • Add a video. Can the story you’re trying to tell be enhanced by video? If so, it’s worth the extra effort.
  • Add an image. Make sure the image is relevant. Whenever possible, use authentic images featuring real people and things. If you must use stock photography, make sure the image assists visually in describing what’s going on in the post. Images should be appropriately named with descriptive language and tagged. For example: instead of calling your image IMG_043.jpg, call it “mom-and-child-playing-in-park.jpg.”
  • Create an infographic. A more-descriptive visual interpretation of what you’re trying to say will punch up your post and play well on social media.

Redistribute Old Content

Speaking of social media, here are some ways to reignite interest in your old blog posts:

  • Repost old content on social media to remind your target audiences of it.
  • Include it in a targeted email.
  • Add it to your social media channel rotation so that it pops back up over the course of the quarter.

Technical methods for updating old content

It’s important that you establish a good methodology for regularly updating old posts to ensure you’re getting the most out of them. Sometimes, a post that didn’t do as well as you thought six months ago might get a new lease on life with a quick update. Here are some technical pointers to help you stay on top of the refreshing schedule:
Consider a website plugin. WordPress (bad link) that will automatically show you the date the post was modified.
Manually include update language. If you can’t use a plugin, manually note at the top of the post the date of modification.
Mark your calendar. Include space in your content calendar to indicate when posts were updated. Set up reminders in Outlook or whatever calendar you use to evaluate certain posts.

We can help you make old blog posts new again

If you still think you may need some assistance with updating old blog posts, Tempesta Media can help. Our editing solution automatically evaluates blog posts based on the parameters above, and our team of writing experts get to work on making your content shine no matter its age. For more, contact us.