The NAFCU Journal July - August 2017 - 14

THE DIGITAL DOWNLOAD

4 Ideation Tips for Compelling
Digital Content
By Kirstin Orr

N

inety-two percent of online
searchers never get past the
first page of search results.
If your credit union doesn't
appear on that first page for key search
phrases, you're not ranking. If you're not
ranking, you're missing out on a huge
opportunity to expand your reach and
ultimately get new members. I know
what you're thinking - easier said
than done! How do you compete with
millions of others with similar content
on the web and outrank them? There
are no guarantees, but these tips and
tools should help get you a lot closer to
reading Googlers' minds and delivering highly relevant content that drives
masses to your website. Sounds pretty
good, right?

1. Know your keywords. It's easy to
pick short, broad keywords you want
to rank high, such as "mortgage" or
"loans," but those have enormous
competition and don't help your
content stand out from the crowd. In
fact, longer search strings (seven to
nine words) are searched five times
more than search phrases with fewer
words. You also want to avoid using
jargon. Use common search terms that
people outside of credit union land -
or even the financial services world -
would use.
2. Ask your staff. Your front-line staff are
chock full of important data. Ask them
what they get asked all the time by
your members and potential members.
That's what your audience wants to
know. That's the content you should
14

create. Not only will it satisfy a need,
but it will hopefully also take some of
the strain off of your front-line staff.
In fact, make it really easy and ask
them how they answer those popular
questions. There you have it - your
next blog post.
3. Ask Google. Go to Google and start
typing a topic into the search box.
You'll see a drop-down list of search
phrases appear as Google tries to guess
what you're looking for based on what
a whole lot of other people are looking
for. Anything interesting there? A different angle on a topic, perhaps? Click
on one of those, and see what comes
up. Is anyone else really answering that
exact topic or search phrase well? If
the answer is no, or even "not really,"
that's a great opportunity. Important
note: Make sure you clear your search
history or use Google Chrome's incognito mode so the suggested search

phrases aren't biased toward your
individual search history.
4. Document what you come up with.
Put all of your ideas into a spreadsheet
with notes. This could be months or
years of content, potentially. Just get
them all down. Then start running
with the high priorities - those that
have little competition or are No. 1
questions asked of your staff. They
may not all be home runs, but I bet at
least a quarter of them will drive more
traffic than the rest combined. Once
you hit a few home runs, then that
helps your other content rank higher
and drives more traffic. One more tip:
When you find content that works,
don't just move on to the next to try
again. Repurpose it to squeeze all you
can out of it.
Kirstin Orr is vice president of marketing
for NAFCU.
THE NAFCU JOURNAL JULY-AUGUST 2017



Table of Contents for the Digital Edition of The NAFCU Journal July - August 2017

Our First 50 Years
Events Calendar
From the Chair
Inside NAFCU
The Digital Download
How Secure Is Your Credit Union?
The Bank Secrecy Act
2017 Annual NAFCU Award Winners
2016 NAFCU Annual Report
Getting to Know …
Management Insight
Compliance Central
Inside NAFCU Services
From the President’s Desk
The NAFCU Journal July - August 2017 - Cover1
The NAFCU Journal July - August 2017 - Cover2
The NAFCU Journal July - August 2017 - 1
The NAFCU Journal July - August 2017 - Our First 50 Years
The NAFCU Journal July - August 2017 - Events Calendar
The NAFCU Journal July - August 2017 - From the Chair
The NAFCU Journal July - August 2017 - 5
The NAFCU Journal July - August 2017 - Inside NAFCU
The NAFCU Journal July - August 2017 - 7
The NAFCU Journal July - August 2017 - 8
The NAFCU Journal July - August 2017 - 9
The NAFCU Journal July - August 2017 - 10
The NAFCU Journal July - August 2017 - 11
The NAFCU Journal July - August 2017 - 12
The NAFCU Journal July - August 2017 - 13
The NAFCU Journal July - August 2017 - The Digital Download
The NAFCU Journal July - August 2017 - 15
The NAFCU Journal July - August 2017 - How Secure Is Your Credit Union?
The NAFCU Journal July - August 2017 - 17
The NAFCU Journal July - August 2017 - 18
The NAFCU Journal July - August 2017 - 19
The NAFCU Journal July - August 2017 - 20
The NAFCU Journal July - August 2017 - 21
The NAFCU Journal July - August 2017 - The Bank Secrecy Act
The NAFCU Journal July - August 2017 - 23
The NAFCU Journal July - August 2017 - 24
The NAFCU Journal July - August 2017 - 25
The NAFCU Journal July - August 2017 - 26
The NAFCU Journal July - August 2017 - 27
The NAFCU Journal July - August 2017 - 28
The NAFCU Journal July - August 2017 - 29
The NAFCU Journal July - August 2017 - 2017 Annual NAFCU Award Winners
The NAFCU Journal July - August 2017 - 31
The NAFCU Journal July - August 2017 - 32
The NAFCU Journal July - August 2017 - 33
The NAFCU Journal July - August 2017 - 34
The NAFCU Journal July - August 2017 - 35
The NAFCU Journal July - August 2017 - 36
The NAFCU Journal July - August 2017 - 2016 NAFCU Annual Report
The NAFCU Journal July - August 2017 - 38
The NAFCU Journal July - August 2017 - 39
The NAFCU Journal July - August 2017 - 40
The NAFCU Journal July - August 2017 - 41
The NAFCU Journal July - August 2017 - 42
The NAFCU Journal July - August 2017 - 43
The NAFCU Journal July - August 2017 - 44
The NAFCU Journal July - August 2017 - 45
The NAFCU Journal July - August 2017 - 46
The NAFCU Journal July - August 2017 - 47
The NAFCU Journal July - August 2017 - Getting to Know …
The NAFCU Journal July - August 2017 - 49
The NAFCU Journal July - August 2017 - Management Insight
The NAFCU Journal July - August 2017 - 51
The NAFCU Journal July - August 2017 - Compliance Central
The NAFCU Journal July - August 2017 - 53
The NAFCU Journal July - August 2017 - Inside NAFCU Services
The NAFCU Journal July - August 2017 - 55
The NAFCU Journal July - August 2017 - From the President’s Desk
The NAFCU Journal July - August 2017 - Cover3
The NAFCU Journal July - August 2017 - Cover4
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