Utilizing the 4 “V’s” with your content marketing strategy
Currently, good content marketing utilizes a mixture of media types to find a synergistic balance. There is the media which is controlled by you the creator, including your website and its associated content, and there is paid media, which used to be primarily PPC campaigns on Google or local websites. Paid media now includes numerous outlets such as paid advertising on LinkedIn, promoted tweets, featured YouTube videos, Facebook Ads and so forth. Finally, of increasing importance is publicity earned through “word of mouth,” especially via social media. This includes “likes,” re-tweets, and posted links. These provide Google with an insight as to the importance of your content, and can have a real impact on search results.
There are so many content creation marketing avenues to work on and optimize your organic and paid marketing strategies, that it can sometimes seem overwhelming. It is often helpful to look at the big picture to see if you are achieving the main content goals and not focusing on one aspect too much and forgetting the others.
The older I get, (and the worse my memory gets) the more I like to use mnemonics and acronyms to help me remember phrases, lists etc. Here is a quick one I use when reviewing the basics of a clients content marketing plan. I use it as an initial general framework which I can incorporate smaller more detailed principles and ideas into. It is called the “4 V’s” – Variety, Velocity, Veracity and Volume as outlined in David Amerland’s book, Google Semantic Search.
We will briefly discuss the importance of these 4 attributes in an overall content marketing strategy.
Variety – How many media channels do you incorporate into your strategy?
I suggest writing a variety of quality content for your viewers. Utilizing a varied combination of blogs, videos, social media posts, eBooks, white papers and other media may give you a marketing edge.
Velocity – The frequency and timeliness by which you move your content.
The faster you get information to Google, the quicker it can index your content and help promote it to your viewers.
Veracity – How your content is perceived as to its relevance and trustworthiness
This is the relevancy of the content and why Google should present your content to searchers. As you create solid, intelligent, well-reasoned content you help your cause in this area – the search engines will pick up on the value of the material.
Volume – The overall amount of content that you’re presenting to your prospective clients.
The overall amount of content that you’re presenting helps Google to comprehend more about your enterprise. For instance, only rarely having content published doesn’t speak much for your relevancy or dedication and these are all factors that Google applies in determining what content is best to display for their users.
In summary, many clients I take on tend to have a very lopsided content strategy placing most of their focus on what comes easiest to them rather than taking this more balanced approach. Utilizing this broader strategic look at how each of the four V’s are incorporated into your content is important for gaining traction in Google’s semantic search world, and also provides a much more comprehensive user experience.