Why big companies create and publish tons of content? Because it works.
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Content Marketing Institute: Only 50% of marketers expect budgets to increase in the next year. This leaves content marketers with the difficult task of creating good content despite feeling overwhelmed and lacking resources. One way to try to overcome this is to use free or low-cost tools that help make content more effective.
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The skills that are most important for content marketers are SEO, data analytics, technology, audience development, and writing/editing. If you're good at using both halves of your brain, content marketing is a great option for you.
In Simon Sinek's TED Talk, he discusses how companies should start with why they do what they do. Mark Levy, founder of Levy Innovation, helps people develop the idea that they'll be known for. He believes that having a "big sexy idea" is key to differentiation.
A travel website hypothesized that adding the current month and year to the page titles of their detail pages would allow them to stand out more from the other search results and improve organic traffic. The change made the result more noticeable, but users didn't click on it more often than predicted. Testing allows you to quickly implement changes that have been proven to be positive.
A content hub, also known as a topic cluster, is a collection of content that covers all aspects of a certain topic. Oftentimes, there is a central page, called a pillar page, that provides a high-level overview and links to multiple pages that address more specific subtopics in detail. Having a content hub allows you to structure your content in a way that is easy to navigate for both human readers and search engine crawlers.
Redirects are important for website owners because they allow traffic to be forwarded from an old URL to a new one when the old URL is no longer accessible. Permanent redirects tell search engines that it is okay to remove old URL from their search results and replace it with the new one. Temporary redirects do not notify search engines of the change and as a result, old URL remains in search results. A 301 redirect tells Google that the redirect is permanent, while a 302 redirect signals that the move is only temporary. The mode_rewrite module can be found in Apache by default. Redirects can be set up with a.ht access file on Apache servers. Use the code below to redirect a single URL and redirect a new URL to a new. Redirects are a way of telling the browser that when someone tries to access the old URL, they should be taken to the new URL instead. Google will ignore any backlinks that point to a 404 page. Google's Gary Illyes says you should keep redirects in place for at least a year.
