SlideShare a Scribd company logo
AUX
LOAD
1 2 3 4 5 6
Use an email marketing platform, like AWeber, to make it
as easy as possible to create email signup forms and
email people the content they want.
Email your blog posts.
Use clear and strong calls to action.
Offer something free (e.g., ebooks, reports, videos) when
they subscribe to your email list.
Incorporate social sharing into your emails. Use something
like ClickToTweet.com to create custom tweets and place
them in your emails.
How to Avoid
Multimedia
Web pages and metadata often
become the primary focus of a
content audit.
But, remember, multimedia and
documents are also content.
How to Avoid
Identify content that is receiving the most traffic. You can use
tools like Google Analytics to determine which pages are
viewed the most, and which ones are causing people to leave.
Look at what content is being linked to the most from other
websites. Also, pay attention to what content is being shared
the most on social media.
Email has been the MOST important metric. We try to always
grow our list with all we do because it is something we own.
Mike Stelzner, founder of Social Media Examiner
“
“
Content owners typically focus on creating a quantitative inventory of
all digital content.
But it's just as important to focus on the quality of your content so you
know you're providing value to your audience.
Quality vs. Quantity
Sources:
Misty Weaver, Community Manager at Content Insight
Amanda Gallucci, Content Strategist at iAcquire
Eric Siu, CEO of Single Grain
Kathryn Hawkins, Principal at Eucalypt Media
AWeber helps more than 120,000 entrepreneurs, businesses and bloggers
increase sales and profits through its suite of web-based email marketing
software, including autoresponders, responsive email templates, industry-
leading deliverability and live customer support 7 days a week.
To learn more, visit www.aweber.com.
Sarah Best-Weston, Director of Content and Social Media at Mightybytes
Lisa Haggis (@lisahaggis), Business & Branding Consultant
Michael Stelzner, Founder of Social Media Examiner
Patrick Hayslett (@PatrickHayslett), Blogger at Content Marketing Institute
a
Curated and
Repurposed
Content
Let's face it, creating content in a content-saturated world is a daunting
task. An easy solution is to curate others' content and repurpose your
own. This not only acts as a good supplement but can also enhance
your own content.
ROAD
CLOSED
Taking a regular inventory of your existing web content and
evaluating its performance can help you identify areas for
improvement and optimization.
This can help you determine whether your content is meeting your
business and branding goals. It can also help you decide what to
keep, what to cut, and what to tweak to make your content stand out.
While most businesses focus on the usual suspects when creating
an inventory - like metadata, social shares, broken links and
navigation - here are five common blind spots that can make all
the difference for your business.
5 Content
Blind Spots
Avoid Them
AND HOW TO
Email is a common oversight when it comes to content marketing.
Yet, it's one of the most effective means of marketing your content
because it’s permission-based - people subscribe because they
value the information you provide. It's also a great way to keep your
most engaged audience actively consuming and sharing your content.
Email Signups
How to Avoid
Develop blog posts from white paper content, videos, interview, etc. Or vice versa.
Rehash perennially popular topics in new or tweaked posts.
Provide your own context and commentary on others’ content.
Don't let content become stale. Refresh your posts and images.
Keep track of past guest articles and follow up with them to create additional content.
How to Avoid
Provide proper attribution when referencing others' content.
Create your own images or buy stock imagery.
Use release forms.
Permission
Using others' work without permission could get you into legal
trouble. Make sure you have the proper permission to use
others' content.
How to Avoid
Don't forget about
PDFs, photos and
videos.
Create Alt tags for
your photos and
images.
Optimize video
titles, descriptions
and tags.

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5 Content Blind Spots and How to Avoid Them

  • 1. AUX LOAD 1 2 3 4 5 6 Use an email marketing platform, like AWeber, to make it as easy as possible to create email signup forms and email people the content they want. Email your blog posts. Use clear and strong calls to action. Offer something free (e.g., ebooks, reports, videos) when they subscribe to your email list. Incorporate social sharing into your emails. Use something like ClickToTweet.com to create custom tweets and place them in your emails. How to Avoid Multimedia Web pages and metadata often become the primary focus of a content audit. But, remember, multimedia and documents are also content. How to Avoid Identify content that is receiving the most traffic. You can use tools like Google Analytics to determine which pages are viewed the most, and which ones are causing people to leave. Look at what content is being linked to the most from other websites. Also, pay attention to what content is being shared the most on social media. Email has been the MOST important metric. We try to always grow our list with all we do because it is something we own. Mike Stelzner, founder of Social Media Examiner “ “ Content owners typically focus on creating a quantitative inventory of all digital content. But it's just as important to focus on the quality of your content so you know you're providing value to your audience. Quality vs. Quantity Sources: Misty Weaver, Community Manager at Content Insight Amanda Gallucci, Content Strategist at iAcquire Eric Siu, CEO of Single Grain Kathryn Hawkins, Principal at Eucalypt Media AWeber helps more than 120,000 entrepreneurs, businesses and bloggers increase sales and profits through its suite of web-based email marketing software, including autoresponders, responsive email templates, industry- leading deliverability and live customer support 7 days a week. To learn more, visit www.aweber.com. Sarah Best-Weston, Director of Content and Social Media at Mightybytes Lisa Haggis (@lisahaggis), Business & Branding Consultant Michael Stelzner, Founder of Social Media Examiner Patrick Hayslett (@PatrickHayslett), Blogger at Content Marketing Institute a Curated and Repurposed Content Let's face it, creating content in a content-saturated world is a daunting task. An easy solution is to curate others' content and repurpose your own. This not only acts as a good supplement but can also enhance your own content. ROAD CLOSED Taking a regular inventory of your existing web content and evaluating its performance can help you identify areas for improvement and optimization. This can help you determine whether your content is meeting your business and branding goals. It can also help you decide what to keep, what to cut, and what to tweak to make your content stand out. While most businesses focus on the usual suspects when creating an inventory - like metadata, social shares, broken links and navigation - here are five common blind spots that can make all the difference for your business. 5 Content Blind Spots Avoid Them AND HOW TO Email is a common oversight when it comes to content marketing. Yet, it's one of the most effective means of marketing your content because it’s permission-based - people subscribe because they value the information you provide. It's also a great way to keep your most engaged audience actively consuming and sharing your content. Email Signups How to Avoid Develop blog posts from white paper content, videos, interview, etc. Or vice versa. Rehash perennially popular topics in new or tweaked posts. Provide your own context and commentary on others’ content. Don't let content become stale. Refresh your posts and images. Keep track of past guest articles and follow up with them to create additional content. How to Avoid Provide proper attribution when referencing others' content. Create your own images or buy stock imagery. Use release forms. Permission Using others' work without permission could get you into legal trouble. Make sure you have the proper permission to use others' content. How to Avoid Don't forget about PDFs, photos and videos. Create Alt tags for your photos and images. Optimize video titles, descriptions and tags.