Creating valuable content has always been the corner-stone in driving new website visitors to your company site, and with the recent update from Google’s Matt Cutts, it just became even more important.

Matt Cutts stated at SXSW  that a new Google search update is going to be released with the intent to “level the playing field” between sites that are simply optimized via SEO techniques and sites that are creating killer content that makes their site great. More specifically, he was quoted stating:

“Normally we don’t pre-announce changes, but there is something we’ve been working in the last few months and hopefully in the coming weeks we hope to release it. The idea is basically to try to level the playing ground a little bit. So all those people who have been doing, for lack of a better word, over optimization or overly doing their SEO – compared to the people who are just making great content and trying to make a fantastic site, we are trying to level the playing field a bit. We try to make the GoogleBot smarter, try to make our relevance more adaptive, so that if people don’t so SEO we handle that. And we are also looking at the people who abuse it, who put too many keywords on a page, exchange way too many links, or whatever else they are doing to go beyond what you normally expect. We have several engineers on my team working on this right now.”  Listen to the audio clip.

This change will undoubtedly have a huge positive effect on those that have been consistently creating quality content that their customers naturally gravitate towards. Score for me and my sites! And of course, this will negatively affect those who have not been creating content that their customers are interested in. If the latter is you and your company – it’s not too late to get cranking with a company marketing container, AKA a blog. And, there has never been a better time to get started than now!

Take advantage of this inevitable positive change by following these three very basic best practices to getting found in search engines with content:

1. Create educational content that solve questions of prospective customers.

This isn’t content about your products and pricing, but rather information that only an expert would know.

2. Make sure you have added long-tail keywords that are relevant to your industry.

That’s right, content that contains not just any keyword phrase, but a long-tail keyword phrase. These are more descriptive keyword phrases that are usually 3+ more words that describe your content at the very top level. Instead of getting found for “lawyers” try “personal bankruptcy lawyers.” Even more long-tail would be ideal.

3. Killer formatting.

Add in bolding, subheads, numbering, bullets or anything else that breaks your content up into easy-to-consume pieces.

And also, if you’re looking for some blogs to follow to learn from the experts – then I’ve included some of my favorites below.

• TheSalesLion blog
  Fiberglass pools salesman turned inbound marketer because it saved his business. Once a newbie, Marcus, provides great information for newbies in a straightforward manner. I like his realness.
• HubSpot’s blog
  Yes, I work there, but  I truly believe that every single person here is ridiculously passionate and knowledgeable about inbound marketing and helping companies to leverage the Internet to become more successful. They have tons of blog content and marketing offers that will jump-start your blogging efforts.
• Problogger
  Fantastic site to obtain ideas for content, inspiration and even tips on how to improve your overall content strategy.

Creating content has never been more important. If you don’t plan to blog, then how do you plan to drive people to your website?

About a week ago, I was asked to present to a class of students at University of Wisconsin on the importance of personal branding using social media.

Personal branding is an incredibly important concept for soon-to-be-graduates to not only understand, but to implement for their own personal and career growth.

The Internet is already dominating our lives for many decisions – like purchasing decisions – but it also dominates our hiring decisions, too. The majority of employers (and even potential dates) prep themselves doing a little research on the candidate – i.e. doing a Google search. Googling someone is the fastest and easiest way to learn about them.

If you haven’t already – Google yourself. What shows up can be amazing or alarming. Depending on the person, you may find an impressive, stacked personal brand with a brag-worthy portfolio. But, you may also find a spotty history with a previous arrest or almost as equally as bad – no branding at all.

Today’s students around the globe are considered digital natives. They grew up with the Internet and are prolific users and content consumers. And, without a personal online presence it makes them appear disengaged in their future.

While presenting to the #LSC432 class of UWisconsin students, I could tell they were different. They had great professors and great classes that showed them the importance of personal branding and even the first steps on how to do it. They brought intelligent and thought-provoking questions to the table that any professional would have to think twice about. They, my friends, are incredibly prepared for their future.

The students of Don Stanley’s class were even live-tweeting while I was presenting. How cool! I’ve included some of my favorite live tweets from the class. You can also follow but what the students are currently talking about and learning by following #lsc432 on Twitter.

If you don’t take charge of your brand, someone else will! #lsc432 @sbedrick

— Connie Eibergen (@ConnieJoy) February 21, 2012

Use inbound mkting to draw in customers with good content instead of pushing unwanted business onto people via @sbedrick @HubSpot #lsc432

Social media could end your career or could be what kick starts your career.Choose which one you want and take control of your brand #lsc432

— John Ramage (@JohnRam55) February 21, 2012

subscribe to blogs in your industry. reblog. make comments. work on your own blog.blog blog blog @sbedrick @HubSpot #lsc432

— Jenny Chung (@JenniferHChung) February 21, 2012

subscribe to blogs in your industry. reblog. make comments. work on your own blog.blog blog blog @sbedrick @HubSpot #lsc432

— Jenny Chung (@JenniferHChung) February 21, 2012

If you don’t take charge of your brand, someone else will! #lsc432 @sbedrick

— Connie Eibergen (@ConnieJoy) February 21, 2012

Use inbound mkting to draw in customers with good content instead of pushing unwanted business onto people via @sbedrick @HubSpot #lsc432

subscribe to blogs in your industry. reblog. make comments. work on your own blog.blog blog blog @sbedrick @HubSpot #lsc432

— Jenny Chung (@JenniferHChung) February 21, 2012

Inbound Marketing: Be the content that is helpful, not the ads around the content #lsc432 — Erin Podolak (@ErinPodolak) February 21, 2012

 

spreadingsantorum.com is a perfect example of NOT taking control of your personal brand (and pretty funny) #lsc432 — Melanie Balinas (@mbalinas) February 21, 2012

Authority for your domain is determined by how many inbound links you have coming to your site #lsc432 — Tim Schley (@timmyschley) February 21, 2012

— Jenny Chung (@JenniferHChung) February 21, 2012

subscribe to blogs in your industry. reblog. make comments. work on your own blog.blog blog blog @sbedrick @HubSpot #lsc432

— Jenny Chung (@JenniferHChung) February 21, 2012

If you’re interested in taking a look at the slide deck I prepared for the presentation, I’ve embedded it below.

Using Inbound Marketing for Personal Branding

You only get one chance to make a first impression.

This a statement that you’ve probably heard before – and rightfully so – because it is absolutely true.

First impressions – whether you’re making them or someone is forming their first impression of you – are usually made within the first seven to 30 seconds of meeting someone. That is not much time for someone to form a judgement of you – is it? Well, actually, it is. If you’ve ever read “Blink” by Malcolm Gladwell or studied communications, you’d realize that a person’s first impression is usually correct.

I spent four years of college studying the ins and outs of communication styles, and I decided to specialize in non-verbal communication. Nonverbal is the type of communication that leads to a person’s first impression. And, nonverbal communication is extremely wide-ranging and can be things out of your control like your body type, facial structure and vocal pitch.  And it can also be things in which you can control, like your clothing style, your hair color, how you wear your hair and the accessories you put in your hair.

Nonverbal communication controls many things – like how you are perceived by others.

There are three body language techniques that you can employ to make a killer first impression. So, my goal for is to walk away from this post and be able to create great first impressions with anyone you come into contact with.

You can use these three body language queues whenever you’d like. I prefer to use them as a mental checklist when I’m nervous and really want to make sure I create a great first impression – like when meeting a significant other’s friends, parents or a new boss.

The first body language technique  to making a great first impression is to commit with eye contact.

Good eye contact is always important, but it is most important when first meeting someone. It shows you’re focusing on the person and are genuinely interested in meeting them. Many party hosts, event goers and people make a huge mistake by not making eye contact because they’re interested in what’s next – are easily distracted or for some other odd reason. – but,  how to you think that makes the person whose hand that they’re shaking feel? Not good.

Look them in the eye.

The second technique to employ is to mimic their body language.

Imitation is the most sincere form of flattery isn’t it? People like people that are “like” them. They like people who have common beliefs, goals, work positions, like the same television shows, music or movies.  Unfortunately, these types of commonalities won’t be uncovered until the conversation starts.

How can you build commonalities by just using your body? Mimic them.

Mimic the person’s stance, posture and vocal patterns. If they’re standing tall, then stand tall. If they have their hands in their pocket, place your hands in your pocket. If their hands are on their hips, place your hands on your hips. If their talking slowly – then talk slowly. By being similar to them – it subconsciously makes you more likeable.

The third body language technique to employ is simply – to smile.

What does a smile convey? It conveys happiness, confidence, enthusiasm, charm and that you’re agreeable. People like to be around happy and agreeable people. So smile when you shake someone’s hand – it’s worth it.

Next time you find yourself at a networking event or about to meet an important friend or parent of a significant other, perform a mental checklist with these three items – eye contact, mimic their body language and smile – and you’ll be sure to create a killer first impression.

Thank you!

Below you’ll find my second Toastmasters speech. I welcome any feedback and I hope you enjoy!

“Dance

Whether you love it or loathe it – it elicits an emotion from you. And it elicits a different emotion out of everyone here.

If you’re grooving to a song in your chair at work, out dancing with a group of girlfriends on a Friday night, or out dancing with your girlfriend on a Friday night – you feel something inside.

Madame Toastmaster, Fellow Toastmasters, my speech tonight will discuss the 4 powerful emotions that I felt the night I first attempted Ballroom dancing.

I realized that I needed to try ballroom dancing when my love for “Dancing with the Stars” and “So You Think You Can Dance went from a regular pastime to a powerful passion.

One random Friday afternoon, I committed to stop watching and start learning. As soon as I committed to dancing that Friday night – I was encountered with my first emotion – - Absolute Fear.  Heart thumping, gut wrenching, knees buckling fear.  Have you guys ever felt this fear before? Maybe you felt it when you were interviewing at HubSpot, maybe you felt it when you were asking that girl out for a date or maybe you felt it the first time you had to speak at Toastmasters.

The fear lingered on for quite some time. I felt this fear driving over to the studio, opening the front door and even entering to claim my spot. And, the truth is, the fear got worse and almost debilitating, could I walk never-mind dance?

I realize now, a little later,  why I was so terrified – it was the fear of the unknown. – I didn’t know what to expect. I didn’t know a single person. I know dancing has steps, but I didn’t know any. I didn’t know if I wanted to do it anymore.

The fear only subsided when I moved onto the next emotion — Complete Embarrassment. A kind elderly gentleman approached me and extended his hand to dance with him. He told me the dance was a chacha… and I thought, “Okay, what does that mean? I know each dance has certain steps.. but I need more than that.”  He said, “Trust me, and just follow my lead.”

And for those of you who don’t know about dancing, following a gentleman’s lead is what a female does in dancing. Men are the painters who create a beautiful picture and the women just have to be the picture and look pretty. The gentleman has to decide where to lead her on the floor, what step is next and so many other things.

The complete embarrassment set in with my first initial naive step. And, it only got worse, too. I started stepping on his toes,  and even my own – - wait – is that even possible?

After the dance was over, we exchanged niceties and parted ways.  I was mortified and felt everyone else’s embarrassment and pity overwhelming me.  Luckily, I found my savor and the carrier of my next emotion immediately following that horrific dance – and that next emotion was — elation.

My savior was a female, also somewhat new to dance, she was kind and offered a helping hand. She told me a chacha was simple and that I could get basic steps just by following her. She brought me aside and taught me exactly how to do the basic chacha. And while we danced – I was no longer embarrassed – I was Elated — the third emotion. I didn’t understand much of the experienced steps, but that tiny piece of the basics was all I needed.

After that I started to gain confidence and pick up on the other basic steps quite easy. I learned the basic rumba and salsa – which were even more amazing and easier than the chacha.

As I began to learn the other dances and danced with more people, I encountered my fourth and final emotion — pride. I was extremely proud of myself. I had awkwardly stepped outside my comfort zone as many of us have done here at Toastmasters and while greeted with absolute fear (remember, my first emotion) and complete embarrassment (my second), I didn’t let those deter me from something I could potentially love and be good at. If I had let those stop me, I’d never had made it to elation or pride.

The best part about that whole night was the knowledge and confidence in myself that I gained. Now, when I step outside my comfort zone and am greeted with fear and then embarrassment – I know that elation and pride are on the other side waiting for me.

It’s three years later and I’m still dancing, and I still love every second of it.

Thank You.

Recently I started writing blog post’s for HubSpot’s Content Camp. Content Camp is their continuing education program for HubSpot customers that are looking for more advanced theory and application of inbound marketing techniques. While I’ve only written about the conversion process, I love all elements of inbound marketing and will begin to branch out soon.

Want to see what I’m talking about? Then see all my Content Camp blog posts.