Skip to main content

Brand-Building Website Traffic: 3 Tips Above Generic SEO

Brand equity comes from a lot more than content marketing: Getting eyeballs on your site is commodity-level work. Your goal as the owner of a brand is to associate your site with a certain kind of content that is so meaningful, so relevant and so unique that it immediately jumps to the mind of your audience when they think about what sites to bookmark online. Here are three ways to get started:
  1. Handcraft: Create authentic posts for your social media outlets to promote your new content. As Alex Chris points out, auto-posts (the kind that are generated when you click "Tweet this," for example) are stale compared with your own unique way of writing. 
  2. Syndicate: Submit your site to Alltop.com. This content aggregator, which offers an ongoing feed of topic-specific sites, is a great cost-free way to promote your credibility and establish name awareness. This is because more people will go there to find out "what's going on" in a certain topic than will go to your site. But it is much more than that: Your site's name becomes associated with other sites in the same playing field - establishing you as a viable content source within that community. If Alltop doesn't take your content, find another syndicator that will.
  3. Add A Slide: Most writers are not graphic experts, but slide templates are plentiful online. With a little practice, you can embed a well-crafted SlideShare presentation in your post. Ana Hoffman explains this in some detail at her site, but the bottom line is that combining a relevant post + presentation drives website traffic both ways - and it's the kind of content that gets featured and shared.
While there are many search engine optimization (SEO) tips out there, these pointers can help you to build a distinct and valuable identity for your brand name.
Copyright 2015 Dannielle Blumenthal, Ph.D. Dr. Blumenthal is founder and president of BrandSuccess, a corporate content provider, and co-founder of the brand thought leadership portal All Things Brand. The opinions expressed are her own and not those of any government agency or entity or the federal government as a whole. Contact her if you would like to request support. 

Popular posts from this blog

What is the difference between "brand positioning," "brand mantra," and "brand tagline?"

Brand positioning statement: This is a 1–2 sentence description of what makes the brand different from its competitors (or different in its space), and compelling. Typically the positioning combines elements of the conceptual (e.g., “innovative design,” something that would be in your imagination) with the literal and physical (e.g., “the outside of the car is made of the thinnest, strongest metal on earth”). The audience for this statement is internal. It’s intended to get everybody on the same page before going out with any communication products.Brand mantra: This is a very short phrase that is used predominantly by people inside the organization, but also by those outside it, in order to understand the “essence” or the “soul” of the brand and to sell it to employees. An example would be Google’s “Don’t be evil.” You wouldn’t really see it in an ad, but you might see it mentioned or discussed in an article about the company intended to represent it to investors, influencers, etc.Br…

What is the difference between brand equity and brand parity?

Brand equity is a financial calculation. It is the difference between a commodity product or service and a branded one. For example if you sell a plain orange for $.50 but a Sunkist orange for $.75 and the Sunkist orange has brand equity you can calculate it at $.25 per orange.

Brand parity exists when two different brands have a relatively equal value. The reason we call it "parity" is that the basis of their value may be different. For example, one brand may be seen as higher in quality, while the other is perceived as fashionable.

________________
All opinions my own. Originally posted to Quora. Public domain photo by hbieser via Pixabay.

Nitro Cold Brew and the Oncoming Crash of Starbucks

A long time ago (January 7, 2008), the Wall Street Journal ran an article about McDonald's competing against Starbucks.
At the time the issue was that the former planned to pit its own deluxe coffees head to head with the latter.
At the time I wrote that while Starbucks could be confident in its brand-loyal consumers, the company, my personal favorite brand of all time,  "...needs to see this as a major warning signal. As I have said before, it is time to reinvent the brand — now.  "Starbucks should consider killing its own brand and resurrecting it as something even better — the ultimate, uncopyable 'third space' that is suited for the way we live now.  "There is no growth left for Starbucks as it stands anymore — it has saturated the market. It is time to do something daring, different, and better — astounding and delighting the millions (billions?) of dedicated Starbucks fans out there who are rooting for the brand to survive and succeed." Today as …