Content is a key component of email marketing. Recipients are clearly more likely to be receptive to emails with high quality content above emails bursting with sales copy and promotions.
But, as we know, quality content takes time, effort and money and therefore once you’ve written, designed or produced content for your business you’ll want to use it beyond fuel for your email marketing campaigns.
So, how can you best leverage your quality content?
Well, once you’ve uploaded it to your site or blog you should familiarise yourself with Google Authorship.
Google Authorship was introduced by Google a few years back but it’s progressively growing in popularity, primarily because Google are increasingly interweaving their search results with their other products; Google Authorship being one of them.
Setting up Google Authorship is surprisingly easy, especially if your site or blog is hosted on WordPress or any other platform that has plugins for Google Authorship.
Before we dive into the how, let’s explain a few reasons you should claim your authorship….
- Google authorship allows writers to claim credit for their content, tying it into your Google+ profile, and attributing it to you in search results pages.
- Authorship offers SEO benefits – articles that have been claimed by a trusted author are viewed as more valuable by the search engine than unclaimed articles.
- Google Authorship allows searchers to find additional content written by the same writer and greater exposure to more of your content can only be a good thing for you and your business.
Before you can harness the true potential of Google Authorship you’ll need to make sure that you have the following in place:
- A Google Plus profile with a profile picture – a clear head shot works best.
- By-lines on the posts that you write that match your Google Plus profile name.
- An email address that uses the same domain as the articles you want to claim
Once you have the above boxes ticked then click here. Google’s tutorial will walk you through the step by step process of linking your Google+ profile to the content that you create.
Finally, use the Google Rich Snippet Testing Tool to ensure Authorship has been set up successfully.
If something is not working correctly, Google offers suggestion pages with how to verify authorship via the two available methods. It also identifies if one author is set up correctly, but Google has located another author on the website that isn’t set up.