Content Marketing Revolution

For the past 8 months, I’ve been writing a book called Content Marketing Revolution, which aims to helps businesses and individuals to attract more customers, increase sales and excite brand loyalty…all using highly-targetted content.

It’s no secret that traditional marketing tactics have been struggling to deliver the same results as they once did. Today’s consumers are looking to make more educated decisions based on information, trust and brand affinity. This is where content marketing comes in…

“Dane Brookes inspiringly guides you through the five key steps to success. This book is a must for marketers of all levels.”
Mark Langshaw, Digital Spy

Over the last decade, I’ve worked in marketing andcontent strategy in a variety of sectors, from small one-man-bands to FTSE 100 companies, from local traders to television companies in Nashville and New York. The book shares everything I have learnt along the way, with examples of tried and tested campaigns.

The book guides businesses through my five key steps towards developing, executing and monitoring a content marketing strategy to take control of their market. It also includes contributions from a selection of leading content experts I’ve worked with over the years, including Olivier award-winning writer, Mark Davies Markham, Emmy award-winning television producer, Debora Fougere and the University of Liverpool Media Relations Manager, Samantha Martin. The icing on the cake comes in the form of the foreword by Matt Warnock, Digital Editor in Chief at Philips.

The book is published by Giant Leap Media and is available in paperback and Kindle format. Find out more on the Content Marketing Revolution website or get a copy on Amazon.

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New content marketing hub
The book represent the first step towards a new content marketing hub Group Dane is creating in Liverpool. The hub will pull together a collection of the best content producers and strategists in the UK.

The new hub will pull together content specialists from all over the world, providing a range of services and resources to businesses of all sizes.

Sign up to find out out more about our new content marketing hub, Content Kicks.

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Dane Brookes, Author and Director at Group Dane

Thrash your bounce rate and improve ranking

When it comes to search engine optimisation (SEO), lots of businesses focus purely on getting visitors to their website. Many don’t realise that the way visitors behave when they are there affects its search ranking.

Did you know that your website’s bounce rate, which is the number of people navigating away after visiting just one page, is one of the factors search engines like Google and Bing use to calculate your website’s relevance, quality and importance?

High bounce rate can be a sign of low visitor engagement, poor keyword targeting and poor design/functionality. So, what can you do to try to reduce your website’s bounce rate?

Relevant keywords

Make sure the keywords you have optimised your website for are 100% relevant to your business. If your strongest keywords aren’t carefully aligned to what you do, you’re likely to pull in visitors who aren’t interested in your website.

High-quality content

Once you have attracted the right visitors, you need to make sure they actually want to be there. You can do this with strong, engaging content. Make sure all of the pages on your website have genuine, relevant copy, images and videos, which are useful or interesting to the visitor.

Intuitive navigation and structure

Make it as easy as possible for users to find content on your site; use clear navigation and page structure. If you have a user journey in mind, at each point make it clear where you want visitors to go next.

Regardless of how trendy it might look, avoid overly complicated or stylish navigation that isn’t user-friendly and intuitive for the user.

Design

When it comes to visitor engagement, presentation is content’s twin brother. If your design isn’t good quality, visitors may assume that this reflects the quality of your business and quickly bounce off to one of your competitors.

Functionality

From links to coding, make sure everything works the way it should. Clicking on broken or inaccurate links is very frustrating to users, while broken functionality is likely to send your visitors packing.

For help with search engine optimisation and reducing your bounce rate, get in touch with Group Dane.

Time for a digital health check

We all know that if we don’t look after our own health and lifestyle, we’re likely to get sick sooner or later. To most of us, this means eating the right food, limiting poisons like alcohol and caffeine, doing enough exercise and getting mental and emotional satisfaction.

Believe it or not, thinking about these principles helps us to understand how to keep a healthy digital presence. By digital presence I mean your online existence through websites and social media.

Whether you’re a business or an individual, your digital presence is just as unique as you are. And whether you have consciously developed it or not, it even has a personality in its own right. Hold that thought and humanise it one step further by relating your whole digital presence to the human body. Trust me, this will eventually make sense!

Take a look at Group Dane’s digital health check infographic below, then read on for a magical metaphorical tour of your digital presence.

Group Dane Digital Health Check Infographic

Click image to view full size

Brain

Think of the brain as your digital strategy. Just like your brain controls your body’s actions, your strategy should control the actions on your website, social media and email marketing.

Face

Your face is usually the first thing people see when they look at you. Equally, the first thing people see when they visit your website is the design. Make sure it does you justice. Be honest, do you need a face lift?

Eyes and ears

You don’t need eyes in the back of your head to keep an eye on your customers and competitors. With good social media infiltration, you’ll be able to easily watch and listen to what people are saying about you, the types of products or services you offer and of course, your business rivals!

Vocal cords

Human beings use their vocal cords to communicate. When it comes to your digital presence, you have two voices: your website content (let’s call this your baritone voice) and social media interactions (this is your tenor voice).

Heart

Of course, this is your brand. Keep it central to everything you do. After all, it defines you. Just like your body relies on a strong healthy heart, your digital presence is dependent on a strong healthy brand.

Lungs

Take a deep breath and breathe some life into your website with dynamic up-to-date content. If you don’t have time to update your website regularly, think about feeding in some relevant automated content to keep your site breathing between your updates.

Skeleton

Think of your site map as your skeleton. Not only will it hold everything together and help visitors to navigate your site, it will also help search engine spiders to index it and boost search performance.

Right hand

When it comes to updating your website, a good content management system (CMS) is your right hand man/woman. If you aren’t able to easily and efficiently update content, it could be time to seek some professional help.

Bowels

Here is where all of your waste website content should go. Think of the bowels as a trash can for out of date content, or better still – an archive. Putting old content into an archive on your website can help with search engine optimisation. But whatever you decide to do with old content, don’t just leave it where it is or you risk making your website look like it’s been abandoned.

Blood and veins

Just like blood runs through your whole body within veins and arteries, html runs through your whole website. Just like blood, html can become dirty, old and heavy and this can cause problems to the rest of the site if it isn’t cleaned up.

Mojo

Have you got the X factor when it comes to design, functionality and content? If you don’t have anything special to show, your customers may not see your package in a favourable light.

Achilles heel

Poor search engine performance is where many websites fall down – don’t let this become your Achilles heel. Make sure yours stands up well in the search engines like Google, Bing and Yahoo.

Muscles

Your website functionality is just like the muscles on your body. Flex the functions your website can perform and assess whether it’s strong enough to do everything you need it to. Remember that your web functionality needs to be strong enough to carry the weight of your business.

Treatment

If you feel that your digital presence is suffering from a long-term ailment or just needs some defibrillator action, Group Dane has the cure. Get in touch.