Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz (Frank Feng's Library) by Wendy Montes de Oca

Author:Wendy Montes de Oca
Language: eng
Format: epub
Publisher: Que
Published: 2012-06-14T16:00:00+00:00

SONAR Takeaways

I’ve found that SONAR works best when it’s part of a weekly routine, or a system within a system, so you can block out that time on your schedule accordingly. This means you need to spend two to four hours per week repurposing content and disseminating it throughout the Web via the five SONAR platforms.

Although the best days for press release distribution are typically Tuesday through Thursday, you can deploy SONAR tactics any day of the week and adjust it to your own schedule and workload. However, I highly recommend keeping it the same day every week—ideally the same day your e-zine goes live and as close as possible to the time of its release—to ride the wave of natural momentum from your e-zine circulation as well as create additional organic traction and buzz on the Web ... this timing—close proximity of SONAR distribution to the original content going live—is the cornerstone of the entire SONAR Content Distribution Model’s™ power.

The more you do it, the less time it will take you every week.

Five critical elements contribute to SONAR success:

• Synchronization is key—Release your content into the five SONAR channels within the same 24-hour period as you release the source content (your e-zine or blog post). This should be as close as possible to the original content’s release. The timeliness of the content’s release from multiple web platforms at once creates a surge of volume, awareness, and buzz within each respective network and drives traffic to your website. If efforts are fragmented, and some are done one day, and some another—it will break the organic “momentum” and in turn affect the content’s listing (page rank) in the organic search results. Your goal is to get the most traction and leverage from your main article.

• Be both a creative and a strategic thinker—Repurpose your content, know where to disseminate it, and know how to make others want to read it is essential. Take your article source and make minor “tweaks” to the headline, intro paragraph, or closing paragraph so it’s slightly different in each location you upload it to. Or, upload different lengths of article excerpts in each SONAR channel. The goal is to keep the integrity of the article with minor edits.

• Link, link, link—Don’t forget to add a link in your content. This is actually beneficial to your SEO/SEM efforts and driving traffic to your main website. The links can be in the body content (that is, “for more information, visit www.yourarticlenewsletterarhicvepage.com”) or in the author’s bio section. This also plays an important role with content syndication, as whatever site or blog reposts your content, is another relevant site that will be giving your site “link juice.” Note: The rules of link placement will vary in each SONAR platform, so place links accordingly.

• Keyword selection—It’s important to use targeted, researched keywords in headlines, subheads, body content, and tags (each platform may ask for “tags” or “keywords” when uploading content). This consistency will help with your organic listing placement.

• The

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