1. Articles from Caitlin Burgess (@CaitlinMBurgess)

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    1. Is a Video Content Strategy Right for You?

      Is a Video Content Strategy Right for You?

      Whether it's live video, Instagram stories, a vlog, or virtual reality, the options and opportunities for video marketing are expanding. This expansion in choices has made many marketers feel they need a video content strategy. 

      If you're one who feels your organization needs a content marketing strategy, don't get ahead of yourself. TopRank Marketing's Caitlin Burgess believes video marketing can be successful with or without a documented strategy to back it.

      For me, this comes down to storytelling. You need a compelling narrative that’s hyper-focused on why your organization does what it does.

      One thing to bear in mind when determining whether to implement a video marketing strategy is the amount of involvement and buy-in you need from other departments. Customer Success has to help you secure video case studies, subject-matter experts need to be comfortable in front of the camera, and upper management should support your video initiative. 

      To help prove your case, consider these stats:

      If you're not ready for a comprehensive video marketing strategy, it's okay to start small. Try creating a couple of low-budget videos. Use the results to get more support from your peers. 

      For more on video content marketing, check out Burgess's complete article below.

      Read Full Article
    2. SEO Can Be Easier Than It Looks

      SEO Can Be Easier Than It Looks

      Search engine optimization is important for creating a successful blog post. Without ranking on Google, you're unlikely to generate a steady stream of traffic to your content. According to Imforza, 93 percent of online experiences start with a search engine, and 75 percent of searchers never scroll past the first page. 

      Unfortunately, many writers see SEO as confusing, or a hindrance to their writing. Caitlin Burgess at the TopRank Marketing Blog explains why this doesn't need to be the case:

      You don’t need to (sic) fanciest tools or a dedicated background in SEO to craft great SEO-driven content. Below are a handful of helpful research tactics you can use to make the most of your time and create a content plan that’s flush with solid topics.

      These tactics include:

      • Search incognito for your target keywords. Google personalizes search results based on geography and search history. This will give you a clearer idea of what you're actually ranking for.
      • Use the Google Adwords Keyword planner tool. This provides volume estimates, competitiveness, and relevancy to help you decide where to focus.
      • Study your evergreen content. Look at high-performing content you've already created to help determine which keywords are working, as well as ideal style and length. 

      For more on making your writing SEO friendly, check out Burgess's complete article below.

      Read Full Article
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  3. Topics in the News

    1. (1 articles) Content Marketing
    2. (1 articles) Video marketing
    3. (1 articles) Search Engine Optimization
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