Today we cover some of the more viral (as in virus) and effective alternative publishing formats.
If you wanted to review this section in The Online Sunshine Plan, it start about page 254 and goes to around 262.
Obviously, I've found it far more useful than I described it originally. Because I started working for someone who was ranktracking as a regular part of his business. And we were able to test out these things as part of working to salvage a floundering business by investing heavily in online promotion - which was cheaper and more effective than TV, radio, or other advertising.
Now we are into re-publishing mode here. Briefly a recap:
- Write your content, include images and links to other pages on your site. Post this.
- Make a Powerpoint version of that - post to Slideshare.net
- Record that article and post it to Archive.org
- Marry these two up as a Slidecast on slideshare.net
- And/Or turn the recording and slideshow into a video and post this to YouTube and/or any other video site of choice. (Google owns YouTube - hint). Make sure you have backlinks in the description, and the file is named with your keyword.
- As you assemble quite a set of these, create an ebook and give it away as an opt-in incentive (and/or sell on Smashwords)
- Assemble the video's into a DVD and use this as an incentive, or a product on it's own. (Costs you under 2 bucks to burn and mail.)
Slideshare.netThis has some incredible ranking. Often it will show up on page 1 of Google with several different articles. This is because they will extract all the text of their PDF and post it below the flash version of the PDF itself. Brilliant move, actually.
While you are posting your content as a PDF, they then create a new, original text version on their site. Now the PDF can still be read by Google, and your description and profile should still have links back to your main site.
They also do featured content, which gets internal views by their community (particularly if its snazzy looking).
As I said above, you create a powerpoint and post it there. But you also do a document-type PDF and post it - with all the text. (Never, ever make a PDF out of images. Use Open/Libre Office which converts your original content - copy/paste from Firefox - into a PDF with all the links intact.
If, as part of your posting, you do this with all new content, your whole site becomes accessible through Slideshare PDF's and will simply replace other sites on Google which are present for the same terms. This brings up the possibility of having 6-8 positions covered on the front page of Google. It's become more rare recently (since Panda/Penguin updates), but occasionally we still pull this off.
There was a product called "Conversation Domination" by Howie Schwartz, which used to work along this line. One Halloween, he had the bulk of the top 5 pages (50 spots) covered with his content which pushed a specific costume as an affiliate product. It's much harder to do that now days, as the search engines moved on. Some parts of it still work, but it's labor intensive.
What I learned from this, and in figuring out how to apply this to multiple clients, is in taking the parts which could be simply produced with minimal time investment, but similar results. And yes, when my boss saw my work take over half-a-dozen spots in Google's 1st page, you knew I had his attention and help in streamlining this.
Video'sMainly, this is YouTube. Because Google owns it, and so will give you multiple opportunities to take additional rankings.
This is one point Schwartz' technique covered. Google, as I've pointed out before, will return web pages as search results, but will also return images, forums, videos, docs, news, and a few others as valuable information. All on the first page. So if you can get the same content published in multiple formats, you can rank for several different content types - and get people ultimately visiting your site.
Another valid point Schwartz found was that this was highly targeted viewers. People who followed those links were interested in this data and were more easily converted to buyers/clients. It didn't result in spikes of traffic, but did result in spikes of sales.
So the simple technique is outlined above. Text to speech, images to a powerpoint, marry the two into a video. Post all the sub-products to their own free hosting to rank on their own for that keyword.
If you're presentable, you can always create regular content by simply videoing yourself talking. I just like the above because you get more products out of it and don't have to invest in a camera or lighting, backgrounds, etc. Most computers come with some sort of video editing program, or they can be acquired online for little to nothing.
Audacity is a very good open-source recording program. And video editors are also available, while XP and Windows 7 come with their own, as does the MAC. Linux also has many free ones.
Ensure you have a backlink in the first line of your video description. That is what always shows.
The secret to this success is to set up your production lines to generate regular video content along with everything else. Google likes regular, fresh content - and this is a no-brainer if you can organize your life to write once and publish many ways and formats.
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Assignment is to check out Slideshare and see the many wonderful and creative people who contribute to their communities. And look for documents to see what you find there.
If you already have your Google account, fill out your YouTube profile and poke around in there. Set up all the backlinks to your main site you can.
Freebie - To give you more background on this "Conversation Domination" theory, I've included an ebook from their heyday: Bending the Web. Use a substantial amount of skepticism when you read this, as the two authors are known for fantastic (unbelievable) sales pitches. While some of this material is dated, there is more of it which has become mainstream. Also, note their presentation quality.