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Author: James Carson
I’m Director of Content at Made From Media. We offer a range of content marketing production and publisher consultancy services.
Before this I was Head of Digital Marketing at Bauer Media's lifestyle division, leading a team of digital marketers and analysts optimize our websites and supply business critical information.
I was also heavily involved in brand social media strategy and editorial print/digital integration, as well as being responsible for web editorial planning and content strategy. I primarily oversaw audience and engagement growth on graziadaily.co.uk, heatworld.com, closeronline.co.uk, FHM.com and Empireonline.com.
In content strategy, people often focus on the most obvious part (the content creation) and don’t quite realise that there’s a lot more to it.
Content strategy is a big picture that is made up of four main ‘blocks’. A burger (content) can be quite nice, but on its own it’s just a meatloaf. You need the bun, the cheese and the sauce to make it really tasty.
These parts all work together, and are made up of smaller ‘ingredients’ to make the whole.
Content marketing teams are on the hunt for great writers, but before we go on a hiring spree, we need to ask if anyone actually reads!
Publishing sites such as The Oatmeal and Buzzfeed have grown rapidly without a whole lot of text, while image curation platforms such as Tumblr, Pinterest and Instagram have exploded in the last few years.
Let's remember: there's more to content marketing than good writers!
This time last year, I took some time to research the topic of rel="author" for a quick fire talk at BrightonSEO.
This led me to some interesting conclusions around the future of Authorship and its relationship with search engines, particularly in the realms of authors being ranked within a system, which has come to be known as 'AuthorRank'.
It has been a full 18 months since we saw the release of Authorship, but in that time, it appears many people in the industry genuinely believe that AuthorRank is in effect.
In reality, they are two different things, and the latter has actually been coined from within the SEO industry – taking from an earlier patent named “Agent Rank”. My argument is that AuthorRank’s role has been overstated, and any potential effect is being overhyped.
I spent the best part of the last three years focused on assisting editorial teams in driving traffic through celebrity searches.
It was fast paced, breaking, and quite often absurd. It is also possibly the most transient search vertical of them all, with the fickle nature of celebrity appeal rising and falling in rapid media driven spikes.
In such a rapidly changing and often odd market, you need to be prepared, so here are five celebrity search takeaways that can translate to real life.
I was principally there to represent the publisher’s side of this new approach, but one comment I made seemed to cause a stir. It was: If you’re struggling to find a separate budget for content marketing, you could rename your SEO department to ‘Content Marketing’, rather than set up a new cost line.
It might then be easier to gain investment for the new discipline, because you’re not setting up a whole new department. I’m sure if you read this article, we’ll come to some agreement.
The most common problem I’ve come across in social media is what I’ll call ‘fragmentation’. It’s the attempt by marketers to use as many platforms as possible in an effort to reach a potential audience.
What generally occurs is a fragmentation of attention and resources away from what suits the company best – and whatever ‘strategy’ was in place consequently falls flat because it lacks focus.
This post is a five step guide to approaching a multi-platform social media strategy. Hopefully you'll be even more resistant to tech press hype and clearer on how to integrate your social media platforms by the end of it.