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The Golden Goose of Content Marketing: Content Databases

Content marketing is a curious beast. On the one hand you must have quality information that is both needed and wanted by your audience. On the other hand, you need LOTS of it. How can you affordably handle this dichotomy?

You need to create a river of content.

Creating a river means producing multiple supporting streams of content that reinforce the overall flow and volume of information online.

Each page of your website has value and search engine potential, including the primary categories, sub-categories, and individual pages; if you can connect each one, guiding the visitor from one element to the next, you can create a river of information that will keep them engaged and interested. Easy-peasy!

Not really that easy, at least at first. The goal is to create both basic and complex pieces of content that will allow you to backlink back and forth. This will help you create more information in a timely manner while also keeping people on your website AND helping you display your expertise of organization and intuitive interfaces.

A River in Action: Harvard Business Review

We analyzed the content flow of Harvard Business Review during the month of January 2021. The numbers of posts and content types were pretty staggering.

FACEBOOK LINKEDIN INSTAGRAM YOUTUBE
651 629 30 10

We then analyzed the top 100 ranked keywords for their website for average rank, estimated traffic, and potential traffic based on how many times each keyword was looked up per month. The numbers were equally staggering.

Average Rank for Top 100 Keywords 11
Estimated Traffic Generated by Keyword Rank 5,083,942
Potential Traffic of Keywords 424,352,400

This is just for the top 100 keywords, and HBR ranks for thousands.

How do they create the volume and quality of information needed to perform like this? The time, effort, and creativity to make this much information requires more than human resources, it takes a refined database to manage and control. Considering this, we went through their website and analyzed their content structure.

We found that their content was broken down into 152 primary categories which we organized into 17 macro-categories. Here’s the list:

CATEGORY MACRO-CATEGORY
Currency ACCOUNTING & FINANCE
Accounting ACCOUNTING & FINANCE
Analytics ACCOUNTING & FINANCE
Assessing Performance ACCOUNTING & FINANCE
Auditing ACCOUNTING & FINANCE
Balanced Scorecard ACCOUNTING & FINANCE
Budgeting ACCOUNTING & FINANCE
Entrepreneurial Finance ACCOUNTING & FINANCE
Finance & Accounting ACCOUNTING & FINANCE
Financial Analysis ACCOUNTING & FINANCE
Financial Management ACCOUNTING & FINANCE
IPO ACCOUNTING & FINANCE
Venture Capital ACCOUNTING & FINANCE
Customer Service CUSTOMER SERVICE
Customers CUSTOMER SERVICE
Receiving Feedback CUSTOMER SERVICE
Economic Development ECONOMICS
Economics ECONOMICS
Economics & Society ECONOMICS
Economy ECONOMICS
Recession ECONOMICS
Behavioral Economics ECONOMICS
Business Education EDUCATION
Business History EDUCATION
Business Writing EDUCATION
Education EDUCATION
Disruptive Innovation ENVIRONMENT
Government ENVIRONMENT
Firing HR
Personnel Policies HR
Policy HR
Professional Transitions HR
Race HR
Security & Privacy HR
Sexual Orientation HR
Compensation HUMAN-MANAGEMENT
Delegation HUMAN-MANAGEMENT
Developing Employees HUMAN-MANAGEMENT
Difficult Conversations HUMAN-MANAGEMENT
Employee Retention HUMAN-MANAGEMENT
Generational Issues HUMAN-MANAGEMENT
Giving Feedback HUMAN-MANAGEMENT
Hiring HUMAN-MANAGEMENT
Human Resource Management HUMAN-MANAGEMENT
Labor HUMAN-MANAGEMENT
Managing People HUMAN-MANAGEMENT
Meetings HUMAN-MANAGEMENT
Project Management HUMAN-MANAGEMENT
Talent Management HUMAN-MANAGEMENT
Workspaces HUMAN-MANAGEMENT
Productivity HUMAN-MANAGEMENT
Emerging Markets INDUSTRY
Financial Markets INDUSTRY
Manufacturing INDUSTRY
Coaching LEADERSHIP
Decision Making LEADERSHIP
Emotional Intelligence LEADERSHIP
Founders LEADERSHIP
Influence LEADERSHIP
Informal Leadership LEADERSHIP
Innovation LEADERSHIP
Knowledge Management LEADERSHIP
Leadership LEADERSHIP
Leadership & Managing People LEADERSHIP
Leadership Development LEADERSHIP
Leadership Transitions LEADERSHIP
Leading Teams LEADERSHIP
Motivating People LEADERSHIP
Psychology LEADERSHIP
Business Law LEGAL
Corporate Governance LEGAL
Intellectual Property LEGAL
Regulation LEGAL
Business Processes OPERATIONAL-MANAGEMENT
Experimentation OPERATIONAL-MANAGEMENT
Supply Chain OPERATIONAL-MANAGEMENT
Operations OPERATIONAL-MANAGEMENT
National Competitiveness ORGANIZATIONAL-MANAGEMENT
Competition ORGANIZATIONAL-MANAGEMENT
Boards ORGANIZATIONAL-MANAGEMENT
Business Models ORGANIZATIONAL-MANAGEMENT
Competitive Strategy ORGANIZATIONAL-MANAGEMENT
Conflict ORGANIZATIONAL-MANAGEMENT
Corporate Communications ORGANIZATIONAL-MANAGEMENT
Costs ORGANIZATIONAL-MANAGEMENT
Creativity ORGANIZATIONAL-MANAGEMENT
Crisis Communication ORGANIZATIONAL-MANAGEMENT
Crisis Management ORGANIZATIONAL-MANAGEMENT
Cross-Cultural Management ORGANIZATIONAL-MANAGEMENT
Data ORGANIZATIONAL-MANAGEMENT
Demographics ORGANIZATIONAL-MANAGEMENT
Design ORGANIZATIONAL-MANAGEMENT
Diversity ORGANIZATIONAL-MANAGEMENT
Downsizing ORGANIZATIONAL-MANAGEMENT
Ethics ORGANIZATIONAL-MANAGEMENT
Executive Compensation ORGANIZATIONAL-MANAGEMENT
Gender ORGANIZATIONAL-MANAGEMENT
Global Strategy ORGANIZATIONAL-MANAGEMENT
Globalization ORGANIZATIONAL-MANAGEMENT
Growth Strategy ORGANIZATIONAL-MANAGEMENT
International Business ORGANIZATIONAL-MANAGEMENT
Joint Ventures ORGANIZATIONAL-MANAGEMENT
Managing Organizations ORGANIZATIONAL-MANAGEMENT
Managing Uncertainty ORGANIZATIONAL-MANAGEMENT
Managing Up ORGANIZATIONAL-MANAGEMENT
Mergers & Acquisitions ORGANIZATIONAL-MANAGEMENT
Operations Management ORGANIZATIONAL-MANAGEMENT
Organizational Culture ORGANIZATIONAL-MANAGEMENT
Organizational Structure ORGANIZATIONAL-MANAGEMENT
Performance Measurement ORGANIZATIONAL-MANAGEMENT
Public-Private Partnerships ORGANIZATIONAL-MANAGEMENT
Reorganization ORGANIZATIONAL-MANAGEMENT
Risk Management ORGANIZATIONAL-MANAGEMENT
Shared Value ORGANIZATIONAL-MANAGEMENT
Social Enterprise ORGANIZATIONAL-MANAGEMENT
Social Platforms ORGANIZATIONAL-MANAGEMENT
Social Responsibility ORGANIZATIONAL-MANAGEMENT
Strategic Planning ORGANIZATIONAL-MANAGEMENT
Strategic Thinking ORGANIZATIONAL-MANAGEMENT
Strategy ORGANIZATIONAL-MANAGEMENT
Strategy Execution ORGANIZATIONAL-MANAGEMENT
Sustainability ORGANIZATIONAL-MANAGEMENT
Transparency ORGANIZATIONAL-MANAGEMENT
Pricing PRODUCT-MANAGEMENT
Product Development PRODUCT-MANAGEMENT
Research & Development PRODUCT-MANAGEMENT
Market Research SALES & MARKETING
Marketing SALES & MARKETING
Networking SALES & MARKETING
Public Relations SALES & MARKETING
Presentations SALES & MARKETING
Branding SALES & MARKETING
Sales SALES & MARKETING
Sales & Marketing SALES & MARKETING
Career Planning SELF-MANAGEMENT
Change Management SELF-MANAGEMENT
Collaboration SELF-MANAGEMENT
Communication SELF-MANAGEMENT
Entrepreneurial Management SELF-MANAGEMENT
Entrepreneurship SELF-MANAGEMENT
Health SELF-MANAGEMENT
Job Search SELF-MANAGEMENT
Managing Yourself SELF-MANAGEMENT
Retirement SELF-MANAGEMENT
Stress SELF-MANAGEMENT
Succession Planning SELF-MANAGEMENT
Time Management SELF-MANAGEMENT
Work-Life Balance SELF-MANAGEMENT
Forecasting STRATEGY
Negotiations STRATEGY
Internet TECH
IT TECH
Mobile TECH

HBR doesn’t have a “blog,” it has a database of content. If you really want to commit to the amazing, long-term benefits of content marketing, you’ll need one too.

Databases Versus Blogs

You are not creating a “blog” if you’re content marketing. You’re creating a database of information that directly or indirectly supports your brand and your product/service.

The definition of the word “database” is pretty simple: a comprehensive collection of related data organized for convenient access

The keyword in the definition is “related.” While a blog may have a bunch of information in regards to the broad subject of your business, they don’t usually break that information down into organized chunks.

Your goal is to create a series of databases that somehow relate to your product or service, gently guiding people towards purchasing. In addition, you’re looking to become a go-to resource for a certain type of information.

We want people to come to our websites first, rather than going to a search engine to find the information.

Let’s say your business is local plumbing. Imagine a potential client is looking for information about fixing a leaky faucet. Rather than typing “how to fix a leaky sink” into a search engine, they know they can go directly to “bobs-local-plumbing.com” because he has so much useful content there. When they arrive at your SEO-targeted article, they’ll also find useful related content with potential categories being “common sink plumbing problems,” “quick plumbing fixes,” and “signs that you need a professional.”

Those categories do more than simply list other useful information, they show a breadth of knowledge and show evidence that the business doesn’t just post random stuff, they’ve considered the potential problems of their customers and addressed them. This all helps build Bob’s brand, traffic, and his customer’s perception of his expertise.

Better yet, when they can’t fix their leaky sink, they know that Bob will come do it for them (or refer them to someone who can).

Your Golden Goose is a Content Database

If you can structure your website in a content database you’ll have infinite content options without having to constantly answer the question, “what should I post today?” Once you create a short list of primary categories, your goal will simply be to fill them with useful articles, videos, and graphics on a regular basis.

The good news is that getting started is simple! I’ve used the following steps to help hundreds of businesses to start building their databases. Check it out.

STEP 1: List Your Top 20 Most Frequently Asked Questions

One of the biggest barriers to starting this process is thinking that it’s a waste of time. To combat that, I teach this step because the information you generate here will be useful for your customer service team and FAQ section of your website if nothing else. Simply write the questions and answers you here most frequently from your customers or talk to your sales team and ask them what their prospects are asking.

STEP 2: Categorize the Questions

Look at the questions you wrote and break them into 3-5 categories. These could be technical, feature-related, history-related, etc. Find a common thread for multiple questions and write it down.

STEP 3: Schedule the Creation of the Content

Time to get to work! Ideally you’ll create one piece per day, but realistically aim for one piece per week to get started. Ideally you’ll have at least three pieces per category.

STEP 4: Expansion

During the process of creating the content you’ll be required to innovate new ways of describing information. A particular point may need a chart, video, or graphic to expand on your topic. The creation of these elements will require templates that can later be used in future topics. Before you know it you’ll have a database of infographics, video tutorials, and industry-term definitions to explain your original posts. All of this can be categorized, optimized, and added on individual posts on your website.

This is a slight over-simplification, but the point is that turning content marketing into information database creation is not only possible, it’s required for long term development. Start now! Your competitors definitely are.

 

Clemenger, Clemenger Media Sales, Clemenger Media Sales is Australia’s home of niche media.

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The Golden Goose of Content Marketing: Content Databases