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Thursday, 14 March 2013 08:58

Creating High Quality Content

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Creating high quality content can be a challenge for even a seasoned content producer. However, if you know the key components of powerful web content, you will be well on your way to improving your content. In order to provide visitors to your website or blog with content they want to read, you need to get inside their heads. Why are they coming to your website or blog? What are they interested in? What kinds of problems are they trying to solve? These are just some of the questions you should consider each time you sit down to create content. Above all, high quality content is engaging, researched and actionable.

1. Provide Information - Most people visit a website or blog seeking information. It may have started with a simple search engine search and they ended up on your website. Now what? You need to carefully evaluate what brings Internet users to your website. What information are they seeking? What problems are they trying to solve? Once you have answered these questions, form your content to serve as helpful, well-researched resources to visitors coming to your website. It is sure to increase your conversion rate and give your content a much needed boost in terms of quality. Install Google Analytics to see not only how people found you, but how they are moving through your site once they are there.  This provides YOU critical information for how to shape future content for your readers.

2. Be Conversational - People like reading engaging content. Write your content as if you were talking to a client, colleague, fellow hobbyist or friend, depending upon your target audience. By writing in a conversational tone that is appropriate to your audience, you will be able to engage them on a more personal level. High quality content needs to engage the readers. After writing a first draft of your content, read it aloud. Does it flow? Edit it until you feel it has reached a truly conversational tone that is matched to the visitors you are expecting to come to your website or blog. Ask yourself, "Would I keep reading if I came across this content?"

3. Watch Trends - Always be on the lookout for trends that you can relate to your niche and include in your content. Headlines jump out at people when they include a subtle nod a current trend. Being aware of the current trends will make your content more engaging and actionable because you will be keyed into the market at this moment.

4. Follow Influencers - Who are the influencers in your niche? If you are not following them, you need to start. In order to stay relevant, you need to know what the influencers are doing and how they are shaping your market. Follow them on social media for up to the minute updates on their thoughts on the industry. It will help you gain perspective and produce content that reflects emerging ideas within your industry.

5. Plan Ahead - “Good fortune is what happens when opportunity meets with planning.” --Thomas Alva Edison

Planning is key to creating actionable content for your website or blog. Set up an editorial calendar so that you will be mindful of the big picture, as you create content. While you do not need to follow it strictly, it can serve as a guide and help shape the direction of your content. Content with a focus is very important when you are looking to improve quality.

 

Sandra will be presenting at the Minnesota Veterinary Practice Manager's Spring Conference in April on the topic of content creation and blogging. 

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In many cases, your website is the first introduction that your potential clients have to your business. If it is one that offers a product that is non-culture specific, then perhaps it is a good idea to evaluate how well your website tailors to those coming from different language and culture backgrounds. If your audience includes (or you want to begin including) those from a non-English language and culture, then, just like any good business, your website should tailor well to the needs of your clients. Although some websites simply translate their content into the many other languages they want to reach, this may not be a financially viable option for most business owners, nor may the translation be culturally accurate (especially if using an online web translator). Here are a few ideas and things to keep in mind as you expand into non-English cultures and languages.

Remember that language and culture go together

Language is a reflection of culture. Many things that we say, in any given language, are idiomatic in nature, and don’t always carry over to another language precisely because they reflect a unique aspect of that language’s culture.

A good example of this are the many words that Eskimos have for “snow.” Because snow and ice form such a large part of their culture, Eskimos have many ways of expressing the variety of forms of snow and ice. For example, the Eskimo word “patuqin” would be equivalent to “frosty, sparkling snow” in English. (Perhaps a perfect reference to what is heading in the direction of MN today, anyway!)

Another example are the indigenous tribes in some parts of the Indonesian islands. In the most remote areas high in the mountains, some tribes have a large amount of words for green and brown, due mostly to their direct contact with the infinite variety of greens and browns found in the flora of that region.  

Well, chances are, you probably don’t have any Eskimo or Indonesian clients. The point is that as you develop your website, keep in mind that the way you say things, and even present your products, may be very one-sided. Keep your mind open, and ask yourself as you include new content how innately “American” it is, and whether or not other cultures can relate.

Case in point, the infamous "Got Milk?" commercials.....unfortunately the direct translation to some communities was "Have you given your family enough milk today?" (or quite frankly, a bit worse, but you can Google that on your own....)

One would definitely hope to avoid falling into the delivery of a message that was not quite the intention, but much worse, something offensive.

 

Keep the needs of your audience in mind

A good first step to take when it comes to expanding beyond an English-speaking audience is to determine which languages and cultures you want to reach. Once you have a good idea that you want to open up to the Spanish-speaking community in your city, for example, then the next step is to adapt your message to the needs of your audience.

A good question to ask yourself is, “How or why would Spanish-speaking community use my product compared to an English-speaking community?” As you do so, you should reach out to those who are most familiar with the public you are trying to reach. In this case, someone with experience in the field, who is also a native-speaker of that language or is a native-born in the culture, would be your best help.

Let’s say you own a doggy daycare, and you are considering a push to open up more to the Hispanic community. You may want to find answers to questions such as the following:

  • “What similarities and differences exist between the Hispanic community’s needs for doggy daycare, and the Caucasian community’s needs?”?
  • “What messages/images would the Hispanic community find appealing?”?
  • “What messages/images would the Hispanic community find offensive?”
  • "How can I bridge the gap between what is the essential meaning of my message, and how I can effectively state it?"

And so on. As you find answers to these questions, adapt your website to suit the needs of your audience--in order to clearly communicate your intention.

Think in translation terms

When Disney makes a really big production animated movie, they don’t worry about whether or not the message is going to hit home with the global community because they prepare it to be localized to each language and individual culture. As the text is prepared, it goes through a process of globalization, which consists of an important step: internationalization. All references to specific American culture and language are removed, and they are replaced with the general meaning or overall idea, so that they can be later localized to match the target audience.

The idea of internationalization can be adapted to your business’ website as you open your doors to non-English languages and cultures. Prepare your content so it suits the needs of all your target audiences, rather than just the typical English-speaking American. For example, according to 2011-2012 APPA National Pet Owners Survey, many non-native English speakers believe that it is a better idea to purchase pet food at the grocery store instead of their local pet store. If you sell quality pet food, and want to reach more members of a specific community, you may want to tailor your website around the fact that the pet food you sell offers more health benefits, and savings in pet health care in the long run, thus increasing the value of the service you offer in the sale of that particular item.  Your site, in essence, is providing an educational service of enormous benefit in this regard. 

Best idea?  Consult a translator to most effectively communicate the point that you are wishing to portray.

 

 

 

Wednesday, 27 February 2013 06:06

It's All About Heart

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Are you a DVM or practice manager looking for a unique way to increase awareness about Heartworm Infection?

Check out our new video:

It's all about the heart...The unconditional love our animals bring to our families is something we can only hope to match in the care we give to them. Protecting them from heartworm is an important part of that care.....

The video will be edited for direct reference to your clinic!
How can the video be used to increase traffic to your practice?

  • Share to Facebook alongside manufacturer rebate for preventative products
  • Send link to the video in your clinic newsletter
  • Embed vide on your website
  • Share on FB, Twitter, your clinic blog, etc
  • Post on Pinterest
  • Post on your YouTube Channel or Vimeo
  • Pair with a case study of a pet with Heartworm Infection, along with comparative cost of preventative vs. adulticides (and potential complications that could have been avoided with simple preventative)
  • Burd a DVD to display in your clinic
  • Combine above strategies for maximum reach and impact
  • Don't forget to ask your clients to share!

  • Also available in SPANISH!

Buy Now--only $19.95

  • Share to Facebook alongside manufacturer rebate for preventative products.
  • Send link to the video in your clinic newsletter
  • Embed the video on your website
  • Share as many times as you wish on Facebook, Twitter, you clinic blog, etc.
  • Post your video to Pinterest
  • Post your video in your YouTube Channel or Vimeo
  • Pair with a case study of a pet with Heartworm Infection, along with comparative cost of preventative vs. adulticides as well as potential complication information
  • Burn a DVD to display in your clinic
  • Combine 2-3 of above strategies for maximum reach and impact
  • Most Importantly: Don't forget to ask your clients to share!  Word of mouth and trusted referrals from friend to friend is the major impact social media has on improving the visibility of your clinic to potential new clients
  • Also available in Spanish!
- See more at: http://www.cuveecollective.com/heartworm#sthash.bZxidRMa.dpuf
  • Share to Facebook alongside manufacturer rebate for preventative products.
  • Send link to the video in your clinic newsletter
  • Embed the video on your website
  • Share as many times as you wish on Facebook, Twitter, you clinic blog, etc.
  • Post your video to Pinterest
  • Post your video in your YouTube Channel or Vimeo
  • Pair with a case study of a pet with Heartworm Infection, along with comparative cost of preventative vs. adulticides as well as potential complication information
  • Burn a DVD to display in your clinic
  • Combine 2-3 of above strategies for maximum reach and impact
  • Most Importantly: Don't forget to ask your clients to share!  Word of mouth and trusted referrals from friend to friend is the major impact social media has on improving the visibility of your clinic to potential new clients
  • Also available in Spanish!
- See more at: http://www.cuveecollective.com/heartworm#sthash.bZxidRMa.dpuf
The video has direct reference to your clinic and website....here are some ways to get maximum results! - See more at: http://www.cuveecollective.com/heartworm#sthash.bZxidRMa.dpuf
How can I make the most of my video?

The video has direct reference to your clinic and website....here are some ways to get maximum results!

  • Share to Facebook alongside manufacturer rebate for preventative products.
  • Send link to the video in your clinic newsletter
  • Embed the video on your website
  • Share as many times as you wish on Facebook, Twitter, you clinic blog, etc.
  • Post your video to Pinterest
  • Post your video in your YouTube Channel or Vimeo
  • Pair with a case study of a pet with Heartworm Infection, along with comparative cost of preventative vs. adulticides as well as potential complication information
  • Burn a DVD to display in your clinic
  • Combine 2-3 of above strategies for maximum reach and impact
  • Most Importantly: Don't forget to ask your clients to share!  Word of mouth and trusted referrals from friend to friend is the major impact social media has on improving the visibility of your clinic to potential new clients
  • Also available in Spanish!
- See more at: http://www.cuveecollective.com/heartworm#sthash.bZxidRMa.dpuf
How can I make the most of my video?

The video has direct reference to your clinic and website....here are some ways to get maximum results!

  • Share to Facebook alongside manufacturer rebate for preventative products.
  • Send link to the video in your clinic newsletter
  • Embed the video on your website
  • Share as many times as you wish on Facebook, Twitter, you clinic blog, etc.
  • Post your video to Pinterest
  • Post your video in your YouTube Channel or Vimeo
  • Pair with a case study of a pet with Heartworm Infection, along with comparative cost of preventative vs. adulticides as well as potential complication information
  • Burn a DVD to display in your clinic
  • Combine 2-3 of above strategies for maximum reach and impact
  • Most Importantly: Don't forget to ask your clients to share!  Word of mouth and trusted referrals from friend to friend is the major impact social media has on improving the visibility of your clinic to potential new clients
  • Also available in Spanish!
- See more at: http://www.cuveecollective.com/heartworm#sthash.bZxidRMa.dpuf
How can I make the most of my video?

The video has direct reference to your clinic and website....here are some ways to get maximum results!

  • Share to Facebook alongside manufacturer rebate for preventative products.
  • Send link to the video in your clinic newsletter
  • Embed the video on your website
  • Share as many times as you wish on Facebook, Twitter, you clinic blog, etc.
  • Post your video to Pinterest
  • Post your video in your YouTube Channel or Vimeo
  • Pair with a case study of a pet with Heartworm Infection, along with comparative cost of preventative vs. adulticides as well as potential complication information
  • Burn a DVD to display in your clinic
  • Combine 2-3 of above strategies for maximum reach and impact
  • Most Importantly: Don't forget to ask your clients to share!  Word of mouth and trusted referrals from friend to friend is the major impact social media has on improving the visibility of your clinic to potential new clients
  • Also available in Spanish!
- See more at: http://www.cuveecollective.com/heartworm#sthash.bZxidRMa.dpuf
Rate this item
(5 votes)

Since Google’s latest upgrades, (Panda--a refresh of previous algorithm-in late January 2013, and Penguin in April of 2012) website owners have been wondering how to avoid being thrown into the Panda/Penguin penalty box. i.e. having sites with less than desired ranking and presence, and even marked decrease in both.  Essentially, Google has made an effort to improve the overall quality of websites it recommends to its users in the search results. Therefore, the search engine giant has made high quality content a requisite for avoiding Panda/Penguin penalties. If you want to avoid losing your website’s search engine results page (SERP) ranking or want to improve it, you need to focus on SEO, blog writing, content writing, frequent website updates and social media integration because these are the main things Google is now focusing on when evaluating the quality of your website.


1. SEO - While search engine optimization (SEO) has always been important for ranging well in the SERPs on leading search engines, the latest standards put forth by Google are requiring a new approach. SEO was once a game of tricking the search engines by using keywords very heavily throughout content. This strategy was referred to as keyword stuffing. Although this was once an effective SEO practice, the new approach focusing on seamlessly integrating carefully targeted keywords naturally into high quality content. Less is actually more in terms of SEO and keywords.

 

2. Blog Writing - Blog writing is now an essential part of establishing your website as a credible, high quality website. In order to avoid getting slapped by Panda/Penguin, simply produce a consistent flow of blog posts to your website. Place a heavy emphasis on quality and relevance to your website. Integrating keywords into your blog posts should be a part of your SEO strategy, but make sure you use them judiciously. Posting consistently will help keep the content on your website fresh, which is critical to your success in a Panda/Penguin ruled Internet world.

 

3. Content Writing - Content writing is similar to blog writing in importance and application. You need to produce a consistent flow of content on your website in order to have it rank well in the SERPs after Panda/Penguin. Focus on creating content that will engage visitors to your website. Research keywords and integrate them into your content so that you are sure to be attracting high quality visitors to your website. Content writing now plays an essential role in determining the quality of your website in the eyes of Google.

 

4. Frequent Website Updates - Google wants to provide its users with the very best recommendations for their searches. They do not want to be sending users to websites with old content. Therefore, you need to frequently update your website with new content. In addition to improving your SERP ranking, you will also attract repeat visitors to your website if you frequently add content. People will also be more likely to share your website with their friends and social media contacts if it is a regularly updates and reliable source of information and resources.

 

5. Social Media Integration - Social media engagement with your website’s content now plays a role in how your website is evaluated by Google. Therefore, you need to integrate social media into your website so that visitors can easily interact with your content through their social media accounts. Sharing, comments and likes are all important activities that search engines now take into account when determining the value of your website.

 

Staying on top of changes is extremely critical when monitoring your website.  If you think you've been affected by the Google Panda or Penguin changes, you'll want to analyze why you've been penalized.  Likely one of the points listed above may indicate an area of your site to improve.  2013 is all about the quality of what is being put on the web, and following the steps outlined previously will help keep your site where you want it to be seen.


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