5 Questions You Should Be Asking Your Content Marketing Company in 2015

Content Marketing 101

content marketing 2015

These Content Marketing questions are listed in order of importance

How are you using latent semantic indexing (LSI) in your content marketing? Latent Semantic Indexing or LSI is by far the most important aspect of content marketing. This algorithm is used to allow search engines to recognize and categorize your content easier and more effectively, affecting your search rank. The easiest and simplest way to explain LSI is to look at your content keywords and use other words that further describe your keyword for search. An example of this would be the keyword "Cars". How do you use relative content to ensure the search engine is recognizing the content as an automobile versus the movie? Researching content ranking through Google is a great way to determine if your content is making sense. If I search for cars in google, I'm sure to find relevant content from competitors to use for proper categorization of my content.

Are you using internal AND external linking to build content authority? Internal linking within your content will encourage click through for your website, while external linking to highly authorative content externally will build your credibility. The longer someone is on your website and the more they see credible cross referencing of supporting content, the better off you are. This sounds a lot easier than it is. The trick is that you want your content marketing to receive links from others, and you have to ask for the link generally from the source you are going after. Don't skip steps, as this will only make it more difficult down the road as your campaigns are growing.

Are you using tools to identify long tail keyword opportunities? Maybe your market is saturated with content and keyword use. How competitive is your market vertical? By establishing long tail search, you are entering market verticals your competition may have missed or is just too lazy to go after. Do the research and think like your audience. Where we use the term "Inbound Marketing" at Kpahi, the client is more familiar with the term "Digital Marketing". One of our potential clients asked recently if they should be using the term "die cut" or "custom shapes"? The answer was pretty simple in the end, but we tend to get caught up in our terminology, and our clients should be able to search freely within their own thinking and mindset to find a solution online.

Is all of your content speaking the same language? We're quick to put content out, thinking the content is the next best greatest thing since baseball and apple pie, but is your content contradicting itself in the end? Ensuring your content is relevant is top priority, but ensuring it matches other internal content is key. As with the LSI standard above, if you still have pre-penguin/panda content pages that contradict current content platforms...get rid of them! They are hurting more than they are helping you...I promise.

Is all of your content marketing going to all of the right places in the right form? Sometimes we find our clients are using the wrong social platforms to send their message, but most of the time, we find they are simply not getting their content out in a form that is sexy for the reader. Sometimes, we are guilty of the same internally here at Kpahi. Using visual references for content via pictures or video will always have a higher click through and capture than just words, as we are a very visual society. After all, pictures are worth 1,000 words, right?

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