How do million dollar online marketers get their traffic?
They harness the power of Google’s Universal Search
In this article
- I discuss the behind the scenes of how the pros use Content Marketing and get a ton of traffic to their websites
- I explain how you can use it in your marketing to increase your traffic.
- I show you how to syndicate it through multiple Social Media platforms to get the best possible value.
- I show you how to measure it’s effectiveness.
The 3 Steps
- Create your Content
- Optimise Your Content
- Syndicate through multiple Social Media Channels
Its a powerful SEO (search engine optimization) strategy that has real benefits that can be measured:
- you’ll have freshness on your site.
- You’ll be constantly updating your site with content.
- You’ll get social signals from all the different social profiles.
- You’ll be engaging your community of subscribers.
- It’s really a great thing to do for your business.
The incredible power of repurposing your content for syndication
This strategy makes the best use of Google’s Universal Search — where one search term can turn up multiple results in multiple channels.
Content marketing is all about taking one piece of content and syndicating it into as many different channels as possible.
Creating a Video gives you the most versatility.
Types of Media Channels Available:
- Google Adwords
- Google Product Listings (PLAs) [ecommerce]
- Comparison Shopping Engines (Amazon, EBay, Price Grabber, etc) [ecommerce]
- Niche Specific Sites (Your Site, Blogs, Review sites [ecommerce]Coupon sites [ecommerce]
- Coupon sites [ecommerce]
- Images (Pinterest)
- Videos (YouTube)
- Audio (Podcasts)
- Social Profiles (Facebook, Twitter, LinkdIn, Pinterest)
Why is Video so Good?
64% of people who see a video on a product page will watch it. And they are 80% more likely to buy from you after watching that video.
This is why video works so well in a Content Marketing strategy.
Types of video that work best are short, ‘behind the scenes’ expose of how you do what you do.
Another is taking a customer enquiry and turning it into a short explanation on that topic — if one customer’s thinking it, its likely there’ll be others who’ll be interested in that topic also.
Create Your Content
A do it yourself strategy works for some but may not work for others. There are services available who will do this for you. But if you are doing it yourself, use the list below as a guide to the main things you’ll need to include:
- If you don’t want to spend your weekends learning a new Video editing suite, Screenflow for the Mac or Camtasia for PC is the way to go. I use Screenflow and its super simple to use.
- Create a Top & Tail, this is an intro with your logo and how your audience can contact you — website, email, Skype or phone — and the tail, a quick outro with the same contact details that neatly bookends your mini production. Screenflow allows you to keep this as a template for your future videos.
- Watermark — its a good idea to have your website or logo always on the movie either in a corner or across the bottom. This way your brand is always in front of the viewer and if for any reason the top or tail you created in the previous section gets lost, they’ll always know where to find you.
- Highlights — here’s where we go through the video we’ve just made and itemise all the key points along with the time they happen within the video. This creates a ‘Highlights’ section which we’ll use a little later on.
- Transcribe — The first step in repurposing your video for Syndication is having it transcribed. You can do it yourself but I suggest your time may be worth a little more than you’ll spend on it. I use SpeechPad.Com @ USD$1 per minute.
- Thumbnail — or poster image — from Screenflow you can take a snapshot of any frame and turn it into a graphics file. Choose one where you’re not grimacing and use that. Upload it to www.canva.com — include a title, your logo and web address then download and save it to your project’s folder. We’re going to use this a little later on.
- Audio — Screenflow allows you to split off the audio into a separate file. You can upload this to Auphonic.Com to automatically clean it up or use your own audio program like Garage band. Save this Audio file to your Project’s folder — we’ll need it in a minute.
Your Blog Article’s the Script
Not sure where to start? Write your article first.
Some people are naturals in front of the camera and can take a topic and talk for hours off the top of their head, but you’d be surprised at how many high profile presenters toil away for hours and days refining their script to be just right. Then memorise it, using cutaways and editing to weed out the bloopers, leaving a professional looking video presentation.
So if you’re like me and prefer to have your presentation all laid out and written before you jump in front of the camera — do it. Write your Blog post or article first.
If you’re busy running your business you may like to have one written for you. Either way, make it a minimum of 400–500 words. This is good standard length for a blog post and makes for a short concise video.
Given that the optimum speed for an audiobook is around 150 words per minute and a Ted talk is around 190 words per minute, a 500 word article will become a 3 to 31/2 minute video. Perfect.
The rule of thumb is use whatever length you need to get your point across succinctly and effectively. No more and no less.
Now you have a well written script for the Video you’re about to make.
A quick word on Video Hosting (we’ll get to ‘how to syndicate to YouTube’ in a moment).
The most common way to get your video on the web is through YouTube. As you’re a business, you really need to have your own branded YouTube Channel where all your public videos will live. Its basically your own page within YouTube that has a banner along the top with your logo, an image and how your audience can connect with you. There’s a bag of tools YouTube provides to help you set this up, and to upload and tweek your videos — check it out at YouTube.Com.
I also use Wistia.Com to host the Videos on my business websites. It gives me more options for the look and feel of the video and keeps things clean and under my control. Wits also provide some really cool analytics and viewer behaviour tracking.
Also, with YouTube, you can easily have a competitors video being suggested and displayed as part of the related videos montage at the end of your own video’s playback, right there on your page. This can happen if you’re both gunning for the same keywords.
So I suggest having your video hosted in 2 places: YouTube (public and searchable) and Wistia (for your own website and analytics).
Ok, we now have:
- Audio (remember we split it off from the video).
With your video made and uploaded to your host, its time to start syndicating the content you’ve just created. But before we syndicate, we’ll need to first repurpose that content into a couple of different formats.
Video: Upload to YouTube
- If you don’t already have a YouTube Channel for your company — make one. You’ll find its now in your Google+ Universe so will be a couple of clicks away.
- Within your Channel, create Playlists based on the Categories within your website — eg. If you’re a Professional Services business supplying Accounting services you may have Cloud Accounting; Tax; eCommerce; etc — or an online ecommerce retailer selling apparel you may have Shirts; Pants; Shoes; etc.
- Upload your new Video.
- Upload the Feature Image you made earlier and select this as your Thumbnail.
- Add your highlights timeline — YouTube automatically hyperlinks to the timeline on the video.
- Add the SEO description including your main Keywords.
- Include the TinyURL version of your Google URL Builder link (I’ll explain more about these two in a moment) back to the Blog Post on your Website in the first line of the description.
- Copy and Paste the Embed code into a) Blog Post & b) Text PDF Document. (Note: if you’re using Wistia to host your website’s videos, use the embed link from there instead)
Audio: Let’s make a Podcast
The audio file you took from your video is the next slice of content we’ll use to repurpose into a powerful medium. Let’s make a Podcast episode.
Podcasts can be anywhere from a few minutes to an hour or so. Again, its whatever length you need to get your point across in the most efficient way.
The great thing about audio is that its the most portable way of consuming information — while driving to work, walking the dog, exercising.
And this is how we do it:
- Top & Tail — just like we did with our video, your Podcast needs an intro and an outro. Using Garage Band or any other audio editing program create an intro — that grabs your listeners attention and lets them know who they’re listening to — and an outro that neatly wraps up the content, repeating your name, the name of your Podcast and how your audience can connect with you — typically a website. Use this ‘top & tail’ for all episodes of your Podcast.
- Drop the audio we split from your video in between these bookends.
- Save it all as a single audio file (mp3)
- If you’re using the Rainmaker Platform it’s super easy. If not, upload it to any one of the audio hosting platforms — Blubrry, Podbean. Don’t use your own website to host it because audio files use a large chunk of disk space and bandwidth — slowing down your site (not good for Google) and possibly melting your credit card with the extra bandwidth usage if its a popular download.
- Upload to iTunes
PDF: Make a Downloadable Document
A downloadable document is easily shared. That’s the whole purpose of syndication — getting your content out there so its shared between your audience and they get to know you.
The most universal downloadable document format is PDF. This is how you do it:
- Use Microsoft Word or Apple’s Pages
- Logo — we want the document to be clearly branded so place your Logo in the header.
- Tag Line — or Strap Line — the most important 140 characters for your business. Sum up the Value you’re offering to your customers and place it in the header with your Logo.
- Image — now take the feature image you’ve just created, your video thumbnail, and insert it into the document.
- Transcript — cut and paste the text of the transcript into here as well. Or, if you’ve used your article as the script, use that.
- Footer — at the bottom of the page, after the text, place your Call to Action — clearly telling your reader what you’d like them to do next — call you, email or visit a landing page on your website.
- Save this to your project’s folder as a PDF using any one of the free PDF creator tools out there. I use Adobe’s Acrobat Pro but whatever you can lay your hands on will do.
Blog Post — Content For Your Website
Here’s where we gather up all the things we’ve just made and place them in a new Blog Post on your website.
- Create a new Post.
- Title — keep this under 70 Characters so that it displays the whole title on Google’s search pages.
- Meta description — the rule of thumb here is to keep your description down under 160 characters. This is the limit to what Google includes in search results. But I’ve tended to go over this limit and what happens is your description gets cut off mid sentence. Now I’ve noticed that this can actually work for you in tapping one of the most powerful of human traits — curiosity. Because what happens is, and your description needs to be captivating enough, your reader gets cut off and curiosity gets the better of them and they’ll click through just to find out what you were going to say next.
- Feature Image — Paste the Video thumbnail image you’ve created and link it to playback your video
- Video Text Link — Copy & Paste a link to your Video on YouTube. If you’re using Wistia, insert this code instead. This gives you a second link to playback the video — a text link and the image link we inserted above.
- Video Highlights — include a timeline telling your audience what to expect at specific times in the video.
- Next, insert the audio Playback code from your Podcast host. This gives you playback controls on the page and streams the podcast you’ve just created. I suggest you also include a download option and an iTunes subscribe button (we’ll get to this in a moment).
- Transcript — insert the text from your video (or your Blog article if you used that as your script)
- PDF download link — now what we can do here is use your PDF download as an ‘ethical bribe’ to entice your audience to opt in to your email list. I use Leadpages to take care of this. Basically, when the download link is clicked, a pop up opt in box appears and asks for your visitor’s email in order to access the document.
- Just above your Footer you’ll have links to related articles and Blog posts. WordPress provides this automatically, but if your using an ecommerce platform like Shopify, you’ll need to make your own Related Post links either with images or text.
Metrics & Tracking (Important)
Before we jump in to syndicating our content, we want to make sure we can track the results of all our efforts. Remember, what gets measured gets managed. This way we will have a good idea of what channels work best for us and also which Video/Blog Posts are the most popular — meaning we can then do more just like them.
The tools we use here are:
- Google URL Builder [https://support.google.com/analytics/answer/1033867?hl=en]
- TinyUrl.Com [http://tinyurl.com/].
This is how we get our trackable links:
- Grab the url or website address of your new Blog article — ‘select all’ so you make sure to copy the whole thing.
- Paste it into the Google URL builder and create a ‘’Custom Campaign” URL for each of the channels we’ll be syndicating to: Facebook, Google+, Twitter and your Email List. Label them clearly. (Note: Pinterest won’t allow you to use any kind of modified link — but we’ll take a look at them a little later on).
- We now have 4 unique URLs that link back to our original Blog Post and we can now track these through our Google Analytics dashboard, so we know which of these channels is performing best and by how much — nice.
- But there’s one more step to keep things clean — we take this modified link, which has now grown into a long list of gibberish and we pop over to www.tinyurl.com.
- Paste each URL into the box and click ‘Make Tiny’ and each comes out as a nice short URL that you’ll now copy and paste into a Text file for safe keeping until we’re ready for them. Personally, I use an Evernote Notebook to store all these URLs — not that I’ll ever use them again but just in case.
- Upload your Video to your Facebook Business Page
- Add the title (try to keep your Blog Post/Video title consistent)
- In the Description:add the ‘Facebook’ TinyUrl shortened, Google URL Builder link back to the Blog Post on your website. You’re now tracking the Video’s performance in driving traffic back to your site.
- In brackets add “(New Video)”
- Add hashtags related to the topic # [relevant topic]
- Add your YouTube URL Link to the Video.
- add the ‘Twitter’ TinyUrl shortened, Google URL Builder link back to the Blog Post on your website.
- Add hashtags related to the topic # [relevant topic]
- Click ‘Tweet’
- Click the ’Share’ box
- Input the Blog Post Title
- If there are people in the video/image or content you can ‘tag’ them — especially if they are themselves on Google Plus, Pinterest, LinkedIn, Twitter, and Facebook.
- add the ‘Google+’ TinyUrl shortened, Google URL Builder link back to the Blog Post on your website.
- In brackets add “(New Video)”
- Add hashtags related to the topic # [relevant topic]
- Click ‘Share’
- Also click ‘send an email to my circle’ (while your circle is small Google will email them and let them know you’ve added something — as your circle grows, Google will no longer send emails)
- Be sure to give your new Post a little extra boost yourself …Click the ‘+1” button
- Click the ‘Like’ button
- Click the ‘retweet’ button
- Open your Pinterest Business Account and create a separate Board for each of your business Categories and also a ‘Blog’ Board and a ‘Video’ Board.
- We’re going to ‘Pin’ the content twice — once on the Video Board and again on the Blog Board.
- Board #1 — VideoYou’ll be asked: ”Do you want to add a pin from your computer or from Pinterest or from a website?”
- Insert a link back to the YouTube URL & ‘Video Embed’
- Board #2 — Blog PostsAgain you’ll be asked: ”Do you want to add a pin from your computer or from Pinterest or from a website?”
- Select “add a Pin from a website”
- Here we’re going to insert the URL of the post from our Blog Post.
- We then click “find images” and it’s now going to pull up a list of all the different images within that Post. Select the Feature Image you created and its going to allow you to add some content associated with that image.
- Pop the title of your Video in there.
- Fill out the description.
- Include a link back to Blog Post — notice it’s not a Google URL Builder link that’s been shortened into a TinyURL — it’s just a link back to the blog post — Pinterest won’t allow us to put any kind of modified links in there.
- In brackets add “(New Video)”
5. Email List
- Create an email within your Email List provider (Mailchimp, Aweber, etc)
- add the ‘Email List’ TinyUrl shortened, Google URL Builder link back to the Blog Post on your website.
- Include your Feature Image
- Add a link to your Video
A Note About LinkdIn
- Syndicating to LinkdIn can be a little trickier as they’ve only just recently (as of Feb 2015) introduced long form Posts — so the rules may change as it evolves but for now this may be the best way to use this platform.
- LinkdIn Best Practice [https://help.linkedin.com/app/answers/detail/a_id/47445/~/long-form-posts-on-linkedin---overview]– Your article needs to be at least 3 paragraphs long so I suggest a re-write of the original Blog Post to dispel any ‘duplicate content’ penalties you may incur from Google.
- Insert your Feature Image.
- Add the ‘LinkdIn’ TinyUrl shortened, Google URL Builder link back to the Blog Post on your website.