Author: Good Content

Inbound Marketing

Inbound Marketing is the technique of attracting customers to an owned online property through the use of SEO, Pay-Per-Click Marketing, Content Marketing, Email Marketing, Social Media Marketing, and other digital marketing...

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The Cloud

As Bonnie Cha wrote for Recode: “The cloud refers to software and services that run on the Internet, instead of locally on your computer.” Cloud services are accessed via a web browser on a desktop computer, laptop, tablet, or mobile device. Nearly any device can access “the cloud” via the Internet. Services offered via The Cloud are convenient because they can be accessed almost anywhere. They are cheaper than software solutions. For example, instead of purchasing a licensed copy of Microsoft Excel that is installed on your computer’s hard drive, you can use Google Spreadsheet services. Many cloud services are also entertainment-based, such as Netflix, Hulu, and...

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Newsjacking

Newsjacking is when you take advantage of a popular topic in the news and create content around it to gain traffic. Typically this tactic is used to drive traffic to a blog or website where you’ve created content that attaches itself to the topic. Example of Newsjacking: During the Pokemon GO craze you make a clever post to Facebook. For example, if you are an ince cream shop you say: “As long as you’re playing Pokemon Go, you may as well be holding one of our tasty cones in your other hand. Come see us when you’re out hunting.” Immediately after Apple releases a new product you publish a blog titled “How the new iPhone impacts your use of our software” During the Academy Awards after a movie star walks off the stage in the wrong direction, you post a photo of the confused celeb with this caption: “Not sure which way you’re headed? Our GPS system has you covered on the red carpet or wherever you...

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Long Form Content

Long Form Content is a blog post that exceeds 1,200 words in length. Some sources consider blog posts over 700 words as long form, but that definition is not used on this website. Most long form content creators and long form publication platforms are publishing articles in excess of 1,200 words, often much longer. Why long form content is effective People are reading fewer books, but many people still have an inherent attraction to longer pieces of editorial content. The increase in reading online has simultaneously shortened the attention span of the reader while also creating a new category of content that is longer than a standard blog post but shorter than a short story or book. Due to the large amount “fluff” content online, there is a thirst for blog articles that go deeper on a subject. Journalism has often lent itself to the long form format and with the decrease in newspaper journalism, some of that content has shifted online. Long form content may receive an extra algorithmic boost from Google and Bing. Examples of Good Long Form Content Damn Interesting publishes long form content that aims to entertain and educate. One of their most popular articles is The Unfortunate Sex Life of the Banana. Some newspapers, such as the New York Times, publish excellent long form content. Here’s an article titled The Anti-Helicopter Parent’s Plea” Let Kids...

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Fire Hose Technique

The Fire Hose Technique is a content strategy in which you publish a steady stream of content for a long period of time. The goal is to blanket your sphere of influence on a topic or in an industry by producing good content consistently. According to some research, the Fire Hose Technique is most effective when a minimum of 4-7 pieces of content are produced weekly for at least three months. It can take six months to see results from the search engines and on their search engine results pages. The strategy should include a healthy dose of editorial content (blog posts), as well as social media content, 10x content, and infographics, as well as podcasts if resources allow. Content should target many relevant keywords and be published on a consistent basis. It can be beneficial to target deep content that will allow your website to rank for keywords and key phrases. Important factors to consider when using this technique: Quality content Publication on separate days (don’t publish all your articles in one day or in batches) Target topics and create content that is the best online about that topic Consider using a content...

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Community Words

Community Words are terms that encourage and develop communities online. Join Become a Member Come Along Get On Board These words or phrases should be used in email newsletter signups, loyalty program copy, social media call-to-action copy, and mobile app signup...

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Persuasion Words

Persuasion Words are a small set of English words that have proven to be highly compelling and forceful in creating reactions in the audience. You People want to see their own name in print, it elicits a strong reaction. You can’t always do that, but the use of the word “you” is very powerful in making a connection with the reader. Free Folks like free stuff. But be sure to convey value and quality, too. Because People are more likely to do something for you if they are given a reason. The word “because” is perfectly suited for telling someone why you want/need them to perform a task, take action or do you a favor. Instantly Your audience wants results now, if not sooner. New This word appeals to the human need to be “in on the latest thing.” Marketers should strive to use these words in their headlines, subject lines, copy, and call to actions. Gregory Ciotti has written an excellent article on why these words are...

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Influence Words

Influence Words are words that have been proven to have impact and influence on the reader. These words should be used in copy when they are applicable. The list of influence words below is not comprehensive, but it is the original list created by advertising pioneer David Ogilvy in 1963. Suddenly Now Announcing Introducing Improvement Amazing Sensational Remarkable Revolutionary Startling Miracle Magic Offer Quick Easy Wanted Challenge Compare Bargain Hurry Influence words should be used in headlines, subject lines of emails, and in bullet points, as well as copy or call-to-action...

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Black Hole Headline

A Black Hole Headline is a blog headline that is so attractive and interesting that readers will be strongly compelled to click through and read the article. The term refers to the powerful gravitational force of a black hole in space. The term was coined by Doncho...

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Weber’s Law

Weber’s Law states that consumers are more interested in the relative differences between competing products than they are in the characteristics of one product alone. To employ Weber’s Law, a digital marketer can use several effective tactics, including: Price comparisons (Brand X is $100 cheaper than…) Side-by-side product comparisons (Brand X has 4x as many zipeprs and compartments as…) Consumer testing (8 out of 10 consumers chose Brand X over …) Increase in effectiveness (Brand X now makes your clothes 5x...

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