Make Your Content Stand Apart From The Fire Hose

Editor’s note: HRxAnalysts just came out with a white paper, “10 Ways to Effectively Market Your Business With Social Media,” that was sponsored by HRmarketer | SocialEars HR. We are doing a series of blog posts covering each of the “10 Ways,” providing deeper coverage and analysis. We started with No. 1, “Tune Your Content to the Current Discussion”. Today, we continue with No. 2, “Optimize Your Content.

Have you noticed how much content there is, even just related to human resources? In the last six months alone, our SocialEars HR software has analyzed nearly 3 million HR-related tweets and 1.5 million HR-related blogs and news stories.  Combined, that’s more than 30,000 per day.  

It’s pretty incredible. Imagine each piece of content as a drop of water. When print media dominated, the flow of content used to be somewhat manageable, like water flowing gently out of a hose. You could drink it up, soak it in, without too much difficulty.

With the proliferation of blogs and online media, however, it’s like the content is gushing out of a fire hose, and the pressure is only being turned up higher and higher —we might be needing a bigger fire hose soon. Try to drink from it all, and it will knock you over. Instead, you have to consume just a manageable portion.

Drinking from the Fire Hose: UHF, Joel Miller (Adam Maras) finds the 
marble and Stanley Spadowski  (Michael Richards) shows him the prize.

So how do we make sense of all this information in the content dimension? It’s a complex problem that’s similar to the problem of going into a crowded room with hundreds of conversations going on and trying to determine which conversations will be interesting and valuable or which people have the greatest authority.

What does this mean for HR software and services companies? With B2B marketing increasing content based, whether your content is succeeds or fails to pull in your desired readers can have a significant effect on your bottom line. Quality is only one factor in determining whether content succeeds or fails. While good content is generally more successful than poor content, with so much other content out there, the effort to draw people to your content might be as important as the effort to create it.

There are two main ways to pull in the readers you want. The first is to market your content, which includes promoting the content via your social media sites, direct email marketing, press releases, etc. The second way — the focus of today’s blog post — involves the creation of the content itself to increase the probability that influencers will find and share it and that search engines will consider it good and rank it highly for relevant search results. The way to do this is to include important trending keyword phrases that relate to the topics in your content.

The challenge is to identify those keyword phrases, or topics. One method for finding good topics to include in your content is to examine successful content on related topics in your niche — content that is being read by your desired audience — to see what other keyword phrases to include. This is a laborious process. Ideally, you’d find many pieces of popular related content for this examination, and that is difficult to do. Even if you find enough content, it’s hard to know if you’ve found the best content to analyze; thus, you don’t know if you’ve found the best keyword topics, which was the goal to begin with.

Fortunately analytical techniques using massive cloud-based resources can sift through HR social conversations, blogs and web content to determine which conversations are relevant, popular and authoritative. SocialEars HR’s Content Analyzer does exactly this. For any piece of HR-related content, in a matter of seconds, it will identify the keyword topics that you should consider adding — based on more than 1.5 million HR articles and blogs posts SocialEars has analyzed to date. There is neither wasted time nor wondering if you’ve missed an important keyword phrase.

The Content Analyzer is simple to use. Paste your content into it, and it will identify the human resources trending topics in it. For each topic, it will identify related topics, which it does by comparing your found topics to successful content that has been shared and authored recently by HR industry influencers and identifying other topics commonly associated with your topics. The only task for the user is to determine how to incorporate the suggested topics into the content.

The Content Analyzer also gives you instant access to the successful articles and blog posts that it used to analyze your content. There are three potential benefits here. First, these content pieces have gone viral, so they are great sources for ideas to improve you content. Second, you can mention (and link to) them in your content if appropriate, which will expand your content’s reach. Third, it gives you the ability to build relationships with the authors of the content you mention.

The Content Analyzer also enables you to connect with the people authoring and curating the news on the topics in your content and related topics. It will give you a real-time list of press contacts and online influencers who are most likely to care about what you have to say. If your content is of high quality and not too promotional, these people are among the most likely to share your content on their social networks, or even write about it.

In conclusion, content continues to flow at an increasing rate, making it a battle to get your content in front of the right people. Optimizing your content will help you win that battle, and SocialEars HR’s Content Analyzer is a tool that gives you the ability to quickly discover the keyword topics that will help your content come up high on search results. 

Download the paper now

Post written by HRmarketer / SocialEars HR team member Eric Anderson.

Labels: , , , , , ,