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SEO and Firearm Content Marketing

SEO and Firearm Content Marketing – Why You Can’t Do One Without The Other

By Firearms Marketing

With the firearms industry coming off of eight record years of growth—traffic on your website may be dropping, sales may be slowing, and panic may be beginning to set in.

You may have clicked on this post because you’re looking to get into digital marketing and you’ve heard SEO may be the place to start.

Whatever best describes you, in this short and abbreviated post, I’ll explain the difference between SEO and firearm content marketing and why you can’t do one without the other.

SEO

SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. (Source: Moz) By gaining visibility on search engines through organic (non-paid) results, your business can generate traffic, which in turn can equal sales. And with over 81% of all product searches beginning on the web, if you’re not showing up in search, your business may as well not exist.

Organic traffic in the firearms industry has a much higher rate of return because people searching are actively buying. This means their wallets are open and they are looking for a solution to their problem.

There are many factors involved in optimizing your website for search engines. Listed below are top ten must-dos to start. 

  1. Your website must be mobile responsive.
  2. Keywords that your prospects are searching for should be placed in the title tags of your website.
  3. Make sure your images are optimized to their lowest file size to decrease page load times and that they are also named using your keywords.
  4. An informative META description on your web page(s) that also include your keywords.
  5. Writing content on every page of your website that contains those same keywords at least five times (or 0.8%) within a 600-word text block.
  6. Having a well-designed page structure and code base where load hogging scripts are compressed and placed beneath the web page’s fold (the visible area of your website when it pulls up).
  7. A fast server and content delivery network.
  8. A good user interface that also contains your keywords in the main headings <h1>, <h2>, <h3> etc.
  9. Keywords in your URLs when possible.
  10. A good sitemap that can be read by Google, Yahoo, Bing, and others.

And that’s just ten. There are almost 200 other ranking factors that go into a well-optimized website.

 

Content Marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. (Source: CMI)

SEO and content marketing is like a double-sided coin. Just like weight loss, you can’t just work out and expect to lose weight, you have to make smart eating decisions too— day after day, week after week, month after month to achieve your goals.

SEO and content marketing are somewhat similar.

You can’t gain and sustain ranked keywords without doing both SEO and content marketing—day after day, week after week, month after month to achieve your goals.

Here’s why. Google who controls over 60% of the entire planet’s traffic indicates you must create fresh and relevant content (Source: Google) for your site to attain and sustain keyword rankings.

Once again, ranked keywords = visibility = traffic = $$$.

When you optimize your website or are building a new one from the ground up—SEO is needed to start the fire where content is the fuel that keeps it going. Depending on how competitive the segment you play in (ARs, Outfitting, Concealed Carry, Optics, Safes, Lasers etc.) you may need more or less content to compete. Online dealers get this. Companies like Optics Planet, Brownells, and Lucky Gunner have large digital footprints and have been building content for years and in the process turned themselves into a brand which Google also seems to favor

Content marketing also helps to build backlinks, gives empowering information to social media followers and your email marketing subscribers, and attracts Influencers. Backlinks are important because they tell search engines that your site is more popular than your competitors hence, giving you higher rankings.

SEO and content are a double-sided coin. You can’t be successful with one without doing the other. They go together like gunpowder and brass, bows and arrows, turkey hunting and 12 gauges. If you hope to start building your own digital footprint through SEO and content for the future, the time to start is now.

 

hunting-outdoor-firearm-blog-ebook

Free Resource: An Introduction to Business Blogging

In this ebook, we give you some powerful pointers on how to generate content, optimize, promote and measure your blogging activities.

You will learn:

  • Why you should have a blog
  • How to generate blog content
  • How to optimize your blog posts
  • How to promote your blog
  • How to measure your blog
  • 4 business blogging practices
  • Additional resources
Download Now

 

 


Brand Development Inbound Marketing Consultant

By Josh Claflin, Brand Development, Inbound Marketing & Creative Strategy
Josh helps brands in the hunting, outdoor and firearms industry who are struggling to develop their brand; grow, stabilize or increase profits through their websites; increase revenue through online channels and enter the digital era of marketing.

 

drone-video-firearms-hunting-outdoor-marketing2

5 Reasons To Use Drones In Your Next Hunting or Outdoor Marketing Video

By Firearms and Hunting

Videos will be responsible for nearly three-quarters of all internet traffic by 2017, potentially outpacing brands’ investment in them.

Last year, it was reported that 70 percent of marketers are making video content a priority. The latest data suggests companies should begin to consider a larger investment in video marketing if they want to generate more traffic, leads and purchases through their websites. (Source: Syndacast)

Consider these facts:

  • 54% of senior executives share work-related videos with colleagues, at least, weekly.
  • 93% of marketers use video for online marketing, sales or communication.
  • 65% of video viewers watch more than 3/4 of a video.
  • 52% of marketing professionals worldwide name video as the type of content with best ROI.
  • 50% of online video now accounts for 50% of all mobile traffic.
  • 78% of people watch videos online every week.
  • B2B and B2C marketers all over the world say video is the top 3 most effective social media marketing tactic.
    (Source: Hubspot)

Below is a guest post by our friends at Birds Eye of Big Sky—an unmanned aerial videography company based in Missoula, Montana whose recent work includes projects for National Geographic, PBS, HBO and the movie “The Revenant.”

If you’re interested in how you can bring a new level of interest, excitement and competitive edge to your firearms, hunting or outdoor brand through the use of drones, here are five reasons to consider a drone for your next content or inbound marketing video. 

1. Scenic Landscapes Can Be Captured Economically Using a High-Quality Cinematic Drone

The latest high-end drones enable you to obtain stunning aerial capture of the natural environment of your product being used in that setting. Showcase your product in the spectacular outdoors and catch the eye of the visitor to your site with panoramic sweeping views or action sequences captured via the drone platform. Most hunters and outdoor enthusiasts are there because of the beauty of the natural settings in which they use your product—reward their visit to your site with gorgeous views and engaging imagery that shows your product in action.

 

2. Exciting Angles and Cinematic Production Value

Unique and exciting angles and perspectives can be obtained by videographers using drones. You may not immediately notice it, but many recent television commercials, internet content, and even feature films are being photographed using drones because of their unique and exciting capabilities. Imagine your product being used on a mountainous ridge, a moving vehicle, down range or boat in a scenic locale, or shot through a forested trail by a drone in the air. The possible perspectives are limited only by your imagination (and the skills of your camera crew).

3. Increase Visits and Purchases

Because of the notoriety of drones in the public eye, by using drone photography in your marketing efforts, you will grab the attention of viewers who will be drawn to your advertising message simply by the fact that drones have been used in the production of your video. According to data from Syndacast, videos will be responsible for 74 percent of all internet traffic by 2017. Website visitors are 64% more likely to buy a product on an online retail site after watching a video. In addition, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos (Source: comScore)

4. Show your Customers that you are Cutting-Edge and Modern

Because drones are new, high tech, and perceived as innovative and cutting-edge, your use of drones shows your customers that you are a modern, forward-thinking organization that embraces new technology and ideas. This will create a perception in the viewer/customer that they are dealing with a market leader and innovator. If being perceived as such is an important part of your corporate image, then you should consider using the drones in the production of your next branding/marketing video production.

drone-video-firearms-hunting-outdoor-marketing

Photo Credit: Birds Eye of Big Sky

 

5. Show your Support to Preserve, Protect and Promote Wildlife and Fishing Habitats and Conservation

Drones are now used in a myriad of ways by researchers, fish and game authorities, conservationists and others to study ways to improve wildlife and fishing habitats, monitor the environment, research migratory, feeding and reproductive behavior, and many other functions. All of these efforts will benefit wildlife and fish populations and habitats, and thus enhance hunting and fishing opportunities and enjoyment. By embracing the use of the drone technology, your company is implicitly cooperating with researchers and scientists in the modernization and improvement of tools and techniques to improve the natural world for all to enjoy, now and in the future for the benefit of future generations.

To learn more about Birds Eye of Big Sky, please visit their website: https://www.birdseyeofbigsky.com

By Edward Meier
Birds Eye of Big Sky

View Drone Photography Gallery

 

 

hunting-firearms-content-marketing

3 Kinds of Hunting and Firearms Content You Should Be Writing

By Firearms and Hunting

If you’ve committed to—or are just getting started with content marketing to help your hunting, outdoor or firearms company drive more website visitors, convert visitors to leads, increase sales and build your brand—there are three kinds of content you should know about that forms the foundation of your content marketing strategy.

Most companies in the industry are getting their content wrong. Most content is highly self-promotional that serves the company rather than their customers. Other brands write about topics that have no relevance to their buyer persona’s problems or questions. Further yet, once companies start writing content, they give up in 3-4 months.

Creating content is not easy and takes time, devotion and the commitment of your entire team to make it work. However, by having a better understanding of what kind of content you need to be creating in the first place, you can focus and plan more effectively so your efforts don’t fall flat.

According to Google/YouTube and Mark Schaefer, author of the new book, The Content Code, there are three forms of content: Hygiene, Hub and Heroic.

Hygiene Content
Hygiene content makes up the bulk of what you see out on the web. Hygiene content is the lifeblood of your content strategy and keeps your website fresh. These pieces of content typically involve your run of the mill 500-800-word articles that gives your readers “How-To’s”, “Tips and Tricks” and the “Do It Your Self” articles. This kind of content keeps your audience engaged and helps you maintain your search engine rankings. (Source: SEOMOZ)

Some examples of this type of content would be:

  • How to Clean Your AR-15
  • 3 Ways to Become a Better Turkey Hunter
  • 5 Best Hunting Apps for Hunting Coyotes

Hub Content
Hub content goes more in-depth about a certain subject and usually is 1000-2000 words in length and serves more as a reference piece that your readers visit time and time again. Hub content or “evergreen” content serves to attract visitors to your website and keeps them there. This kind of content builds brand loyalty and in most cases will help in building links to your website. You know you have created a piece of evergreen content by quickly looking at your analytics to see what pages of your blog consistently get the most visits. These types of articles require planning, a lot of thought, research and understanding of the topic to make them valuable to your readers. Hub content is also critical in building thought leadership in your category. Hub content also remains high on search engines for an extended period and is typically staggered throughout the year.

A few good examples of Hub content are:

Heroic Content
This is the hardest content to produce and also the most surprising. Heroic content—also sometimes called viral content—typically receives thousands to millions of shares and views and is highly entertaining and educational all-in-one. Heroic content also challenges perceptions and opinions and can be controversial or polarizing.

Here are a few examples:

By focusing on creating these three types of content: hygiene, hub and heroic, your content/inbound marketing strategy will remain consistent and focused all year long. Plan your hub content in advance and think about how to come up with one or two good viral pieces. Then fill the rest of your content calendar with helpful hygiene content to keep your audience engaged and your website fresh.

 

Blog and Content Marketing

7 Steps To Better Content Marketing And Blogging

By Inbound Marketing

If you’re going to spend the time writing a blog you might as well learn how to do it correctly because it takes a little practice. There is a lot of meaningless content floating around out there on the internet from people who don’t know how to blog correctly.

In this article, I’ll give you 7 steps on how to write a blog post that engages your readers, optimizes your web site, solves your customers problems and establishes your brand’s credibility and trust.

1. Pick a topic that solves your buyer personas’ problem
Every blog post worth its mustard must be written for someone specifically in mind. To write a blog post that whimsically moves from thought to thought will confuse your reader and in most cases cause them to ‘bounce’ off your website. By identifying who your buyer persona is first, it will help you to keep your thoughts focused and targeted. You can’t help anyone when you try to help everyone.

2. Create content that is relevant and remarkable
According to Google CEO, Eric Schmidt, “every two days now we create as much information as we did from the dawn of civilization up until  2003. That’s something like five exabytes of data, he says.” (Source: TechCrunch) That’s a lot of content. Content can take the form of anything that is written, tweeted, recorded, snapped or placed on the internet for someone to read or view. When you set out to create content in the form of a blog, try to do your best to create something that is remarkable, relevant and that solves your customers problems. This will make sure your efforts and time isn’t thrown on the pile of content fodder.

3. Outline with keywords in mind
Once you have figured out who you are writing for, organize your thoughts into an outline. Start with a catchy headline and introduction. The headline should include the keywords you are targeting and pertain to what the article is about. Sprinkle your keywords throughout your article—but only if it makes sense. Do not write for search engines, write for your customers.

4. Organize with bullet points and sub-heads
As you move through your outline, create short, succinct sub-headlines that provide information that tells your persona what the information is about. People tend to scan articles quickly, stopping at sections that interest them. Make sure your sub-heads are specific to the information or problem you are solving. Another tip is to use bullet points to divide your information into chunks that can be consumed quickly. Give them what they need to make a decision quickly.

5. Use images
We live in a highly visual society. And like they say, a picture is worth a thousand words rings true in the wild world of blogging. Use visuals in the form of images, infographics or diagrams that tell the story quickly. A strong visual helps to make the article ‘sticky’ by keeping them on your site longer. It is suggested that Google now counts visitor length or ‘dwell time’ as a metric in determining the authority and rank of your website. (Source: Backlinko). Articles with images get 94% more views. (Source)

6. Cite your facts and stats
If you’re giving advice or recommendations, source your information from credible sources to back up your claim. This will add an extra layer of trust and establish authority in your writing. Human beings love little stats and bits of factual data. Always try to include a simple amount of these little factoids to engage your readers further.

7. End strong
Just as its important to write a good introduction, its equally important to end with a good conclusion. Re-itereate the points you made, why the information given will help solve their problem and a call-to-action (CTA) on what you’d like them to do next. This can be contact for more information, download a whitepaper, visit this page etc.

In conclusion, a good blog post starts with sharing remarkable content that solves a problem and is geared towards your buyer persona. Format your blog starting with a catchy headline with a targeted keyword, a good introduction that tells the reader what they will learn, organized and succinct sub-heads, good visuals, cited sources and a strong ending. By following these tips you’ll be on your way to becoming a strong writer and a blogging pro.

 

Business bloggingFREE DOWNLOAD: Intro to Business Blogging

New to blogging? Download this resource to learn the basics for marketing success!
In this eBook, we give you some powerful pointers on how to generate content, optimize, promote and measure your blogging activities that maximizes your time and efforts.

 

 

 


Brand Development Inbound Marketing Consultant

By Josh Claflin, Brand Development, Inbound Marketing & Creative Strategy
Josh helps brands who are struggling to develop their brand; grow, stabilize or increase profits through their websites; increase revenue through online channels and enter the digital era of marketing.