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Hello, 2021! Not sure about all of you, but the challenges of last year made it easy for many of us to quickly pull content together, send it out, call it good, and hope for the best.
But it’s a new year! And it’s time to reinvigorate your content strategy. Are you strategically posting, reformatting, and sharing to drive website traffic, attract new audience, and drive conversions?
We asked Chelsey Shockley and Travis Stewart, Co-Founders of Johnnie Studio, for insights into organizing and sharing your awesome niche content for media business growth!
Community & Content: Niche publishers have the edge here! What’s the best way to organize niche content so it hits readers at the right time or context?
Constantly study your traffic and how users are moving through your site. If you discover a niche – for example, all of your pizza restaurants/reviews are getting tons of organic traffic – consider compiling a standalone experience or adding a niche to your site navigation (as appropriate). Then you can cookie and tag users based on your site’s niche pillars of interest and designate areas of your pages/emails to surface content most relevant to those users based on known data.
But the best way to meet readers at the time of their choosing is to be present when they have specific, volunteered questions – and that’s the role of content that’s optimized for organic search.
What is a good example of using content to drive engagement and conversion?
That’s a really big question, and the answer differs significantly based on business model (brand, B2B vs. B2C, publishers, etc.). But the trick is learning as much as you can about individual audience segments, and then following their data-driven behavior to understand when the moment is right for conversion.
This is one area in which machines are better than humans. Have you explored custom machine learning algorithms that can help structure your content according to user patterns that you don’t have time (or enough binary brain space) to surface yourself? Check out our Super Niche session.
What are ways to use the same piece of content in different formats to max your engagement?
In non-monolithic fashion. The fuel behind digital channel consumption is going through a constant state of change – what works on Twitter one week is out with the wash a few days later. This is where agility is key, and dedicated channel owners who live natively in the space should be allowed to have say over what kind of content cutdown works best for their sphere of influence. The solution doesn’t rest in the format as much as it does the creator who speaks the native channel tongue.
Content strategy trifecta! Chelsey and Travis joined us to lead a session at our Super Niche (Almost) Live – SEO Fitness Test: Make Your Site Top of Search! Be sure to check out the recording for even more suggestions to come out on top in 2021.
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Chelsey Shockley and Travis Stewart are the Co-Founders of Johnnie Studio, a digital marketing and content services agency based in Seattle. Using their backgrounds in creative design and writing, videography, audience development, SEO and social content strategy, they offer a rare level of insight into how content should be framed and structured for high engagement and conversion.