Content Marketing

Detox Your Blog with Vitacost’s 7 Content Development Tips

The best thing about content marketing? A detox isn’t just for the summer.

Is your content always fresh and updated? Do you direct your content toward your products or your audience? How do you make sure your content reaches your audience?

Recently, we had a chance to sit down with Lisa Weinberger, the Director of SEO, Content, and Social at Vitacost – a content connoisseur who has been in the industry for more than 15 years. Read on to dig into her expert content marketing brain and get her tips in keeping your blog healthy.

1. What is the best way to get your content found online?

The best way is always natural search, especially if you go after long-tail keywords.

After that, promotion works well — whether it’s through content syndication, social, paid, or PR.

Finally, get your community involved. When they’re sharing content for you, they bring the emotional connection, and that makes your content even more enticing. twitter-icon

raise-health-vitacost-campaign

2. How do you stay ahead of the competition?

I have a process called the Magnet Process. It’s a brainstorming procedure that requires you to step through ideation backwards. twitter-icon

Here’s how it works: come up with an idea. Go to Google and check the competition. See who else is doing your topic and how much traffic is being generated. Think about not only the topic but also SEO, media exposure, does it answer the users questions and how or will this perform well in social media.

It’s mainly about research. See what your competition is doing and try not to do the same thing — if someone does it and they do it really well, why bother going up against them?

It’s mainly about research. See what your competition is doing and try not to do the same thing — if someone does it and they do it really well, why bother going up against them?

Good content used to be about cadence. Now, it’s about creating something that’s going to have a long lasting impression, be able to be used more than once and sometimes recreated in different forms. twitter-icon

3. Do you audit your content? What are some ways you make sure your content is fresh?

We don’t just let our content sit. Most of what we write is evergreen but we do spend the time to go back and update. The SEO specialist or I will go in and see if certain things are outdated. We go as far back as two years – then we send a list to the content team for updating.

Some good ways we try to keep our content fresh is by replacing old content with entirely new content, creating a new visual, changing the headline, or adding updated information. This helps keep our content relevant.

4. What is your proudest moment as a content marketer?

At Bankrate, I started an educational series where we did direct interviews with finance professors. I wanted to show how reading authority content written by a finance professor has more power than reading authority content written by an employee in the finance industry.

Bankrate has partnerships with different media outlets for content syndication but the interviews I created were not sent to them when we began the series.

Which was why I was so surprised when one day my team told me to check out Yahoo Finance. Boom. There was my name and interview on the front page.

5. What do you think rookie content marketers can learn from someone with years of experience?

Try things. Don’t worry too much about if it’s going to work. Because if it doesn’t work, no one’s going to know about it anyway. twitter-icon

Try things. Don’t worry too much about if it’s going to work. Because if it doesn’t work, no one’s going to know about it anyway.

6. What channels work best? How did you narrow it down based on what your audience responded to the most?

Start really engaging with communities to see what your audience responds to. twitter-icon

For example, at another company I worked at, we found that both our Facebook and Twitter communities were surprisingly not happy with the celebrity content we were posting.

But our community was loud and clear: “We want facts. We don’t care about Kim Kardashian and how much she’s worth.”

vitacost-social-campaign

7. How do you target with content? Do you create content based on different personas or is it more product line based?

We base our content on personas. That has always been part of the way I approach content development and SEO. You should make sure your content ties into a persona or a part of the buyer’s journey.

Why? Because using personas is more impactful — you’re creating an emotional connection to your audience rather than blindly creating content with no target audience in mind. twitter-icon

Craving more content marketing wisdom from Lisa? Follow her on Twitter and read this post by her about Breaking Down Silos: How to Help Your Team Win at SEO.

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