All posts tagged website

google_hummingbird

Google has recently made some pretty significant changes to its algorithm – the system that it uses to order its search results.

Known as ‘Hummingbird’, this update is a game-changer for content marketers. Martin Harrison, co-founder of online copywriting service Copify discusses these changes and what you need to do in order to stay ahead of the curve.

 

A change in search behaviour

The way that people are using Google has changed dramatically over the past few years. Historically, most users have entered very generic terms, known as ‘keywords’ to find what they were looking for.

Today, however, users are increasingly entering very detailed and specific queries. For example, a year ago, someone looking for somewhere for an all-you-can eat Chinese restaurant in London might have searched for:

“Chinese restaurants in London”

Or maybe:

“All-you-can eat Chinese London”

Today, they might be much more specific

“Where are the best all-you-can-eat Chinese restaurants with good reviews in London?”

Answer questions

Hummingbird is about understanding user queries and searcher intent. Marketers will be rewarded for understanding the common search queries their customers might have about their products and services, and structuring content around these queries.

A really easy way to do this, for those with Google Analytics set up on their sites, is to search for all queries that have driven traffic with one or more of the following words:

 

  • Why
  • How
  • What

 

More diverse content

 The types of links that were easy to attain in order to propel your site to the top of Google no longer work, which means that marketers must now box clever in terms of the content they produce.

 Updating the company blog once a fortnight with some mundane news about your brand is not going to cut it any more. Those daring enough to be humorous or controversial will be rewarded with the all-important likes and shares that will lead not only to increased brand exposure, but also the type of links that will make a tangible difference to your sites position in the search results.

Invest in visually striking multimedia content that can be enjoyed on a variety of devices, including infographics and video.

good-infographic

 

 

 

Content-Marketing-Image-Credit-ADMA-Blog

Step 1

Write your content (or get someone to write it for you if you’re short on time or writing just isn’t your thing).  Make sure it’s written well, as poor copy can seriously damage your prospective customer’s perception of your brand. Which leads me seamlessly into a little plug.  If writing isn’t your forte, do think about outsourcing it.  Our team of experienced marketers can write killer copy for your brand for a lot less than you imagine.

 

Step 2

Make it great – your content that is.  By this I mean take care to ensure it is well written, engaging, informative and up-to-the-minute. The internet is awash with mediocre content and in order to win the attention and engagement of your target audience you need to do better. When it comes to content marketing, you need to bear in mind that you’re competing not just with brands with a similar offering to  yours but with everyone who is creating content that appeals to your target market.  I realise this can be make it  extremely daunting. Your content needs to be first rate….which leads me back to that plug!

 

Step 3

Vary the format of your content. A picture speaks a thousand words.  As does an infographic or a video. A well-chosen visual can enrich your content offering no-end. The key to success is to offer a well-rounded mix of different content themes and formats. Test these different content types and themes to see which work best for you.

 

Step 4

Create something new.  Or if that feels a bit too impossible in your field, at least make sure that your spin on the topic is fresh and adds value.

 

Step 5

Create a likeable and engaging voice for your brand. To be honest, getting this step right can often help you simultaneously conquer Step 4. It’s often not what you say, but how you say it that attracts followers, fans and other types of loyalty.

 

Step 6

Be consistent in providing frequent updates.  Once you commit to content marketing there’s no looking back.

 

Step 7

Create a content calendar.  No successful content marketing strategy is complete without an editorial calendar. An editorial calendar formalises your plan to regularly output quality content. This consistency is the key to SEO-friendly, effective content marketing. You want Google and your readers to anticipate your content – creating an editorial calendar, and adhering to it, means you never disappoint.

 

Step 8

Create viral-friendly content. Although I’m not convinced there is a bona-fide formula for creating viral content, there are definitely ways to improve your chances.

 

Step 9

Last but not least…Promote your content.  There is absolutely no point whatsoever in following all the previous steps to creating great content, if you don’t tell anyone about it. Social media is a great forum for this.  Social media and high quality content work hand in hand to increase engagement and drive traffic to your website, where you can then start to convert it into customers.

 

Step 10

Marvel at the increased engagement levels and sales that are the natural result of a successful content marketing strategy.  Not technically a step this one, but a ten-step guide feels much more aesthetically pleasing than a nine-step version…don’t you think?!

 

hong_yi_03v2

For the whole month of March, Malaysian artist Hong Yi, known simply as ‘Red’ will be uploading a piece of food art onto instagram.

So far, the artist has uploaded a sushi replica of Hokusai’s ‘The Great Wave’ and a banana headed Edvard Munch’s ‘The Scream’. We love it! Click here for the story so far, and keep a look out on Design Boom for the rest of the month’s offerings. Then if you fancy playing with your food yourself, please tweet us your creations!

Epic-cafe-facebook-campus

I’ve just been reading about Epic, which is the canteen housed within the Facebook headquarters. The food served there is complimentary to all staff… which I applaud!
It seems as though food is taken pretty seriously over at the social media giant. They offer their employees creatively themed meals of high quality, with the cooking team posting the daily menu on the in-house Facebook page.
This made me wonder. Do you think all large, successful corporate firms should offer this sort of service? Should they have an in-house cafeteria? Should they offer meals free of charge by way of rewarding staff for all of their hard work? Should they make an extra effort to offer up food of high quality as in incentive to get the creative juices flowing with their employees?
I think a food incentive is a massive plus within the workplace! Healthy, well cooked, creative cooking makes for happy workers and lots of RumbleChatting 🙂

2

This recently discovered App has kept all of us at RumbleChat really busy this week! It’s a great little creation called Forkly for foodies to discover local restaurants, cafes and other eateries that have been rated by others. You can search through your feed and click on foods that you ‘want’, and read how others have rated different places to eat.

You can also rate places you have visited and share your tastes to influence other people! It’s become really useful to find the best local places to eat – a word of mouth recommendation is so valuable!

 

I have just downloaded this fantastic app for my iPhone and I LOVE IT!

Here at RumbleChat Towers we are always on the look out for new apps, gadgets, and techy inventions. Especially if they are food & drink based! We do like a wee tipple of a weekend evening. Come to think of it, we like a wee tipple most evenings… and this gives no shortage of inspiration with 500 drinks recipes (or a whopping 3000 for the iPad) based on your choice of base spirit… The app is FREE, it remembers what you have had in the past and so bases future recommendations on your historical preferences. You can select according to what mood you are in, the weather, the time, what is trending in the world at that moment, or what colour you fancy. Also you can create a shopping list or input what ingredients you have in your larder and it will suggest a selection of inspiring recipe options!

Did I mentioned it is FREE RumbleChatters?!

 

David Meerman Scott has written an interesting piece on why brands should create original content rather than taking a strategy of “content curation”.  Content Curation is where you point to good content and add value by removing the noise ever present on the web.

David’s overall point is valid, but it is important to implement a strategy that is right for your business.

For the food food businesses we work with, I always recommend a strategy including content curation.   Creating really good original content is a great way to deliver value but it is also often very expensive.  It is also not always the right thing to do for your business.

As a restaurant, you’re primary job is to deliver an exceptional experience, with exceptional food every time.  As a food producer, your job is to deliver an exceptional product that excites your customers.  If you run a digital food business, then your primary job is to deliver exceptional original content.

Delivering an exceptional website and letting your service slip – Simply not acceptable.

However, something I always try to stress, is that if you’re delivering an exceptional food experience you will be doing things along the way that can be turned into digital stories that people will love.

We work with a coffeeshop, who are so particular in the quality of their coffee, they make modifications to the grinder!  That is a beautiful example of a story that should be told digitally, and can e very cheaply!

So then next time you’re working on the project, think about whether it would make good content, and take lots of pictures if it will!