What are the most effective tools and techniques for content optimization for mobile and web?

After you upload content, always check how it looks and functions on both desktop and mobile web browsers. It doesn’t have to be time-consuming, and it will ensure your content looks professional.

Your own prospects and clients are the best sources of keyword inspiration. Create a Google Sheet that you make editable and share the link with your team. After every sales call -- whether the prospect buys or not -- have them capture the questions they hear. Those questions are definitely going to be keyword rich and are likely things your potential buyers are actually searching for. You can also record questions you see on tools like Quora, Answer the Public, or on networking sites like LinkedIn, Facebook, and others. If you're in groups on social platforms, those can also be a source of keyword rich questions.

You can also provide a quick overview of the article's content by sharing a short summary or key, bulleted points. These can provide readers with a concise overview of the content's main points, help capture their interest, and draw them into the content piece.

One thing to consider is getting the content right in camera... whether that is investing in high quality cameras or hiring a photography/video production company. There are many great ways to capture content and it is essential that the photo or video you capture is high enough quality to be manipulated for any platform or marketing need.

Be sure to measure the metrics that matter as opposed to vanity metrics. For example, if your goal is to generate leads, then measure metrics like form submissions, downloads, and opt-ins instead of just looking at traffic or page views. Of course your content needs to answer questions buyers have as they navigate the buying journey, otherwise it's just not going to produce the results you want. That means you need to continuously analyze and optimize your content. Sometimes updating or modifying existing content is a better strategy than creating something new.

While I disagree that text should remain the same across all platforms, it is helpful to know what you will be writing in your video. Start with a script and go from there! It is important to keep in mind that videos with TikTok Native text will not do as well on Instagram and vice versa. Edit your text for videos within each platform and you will notice better push from each platforms algorithms!

Depending on your goals for a particular piece of content, consider adding interactive elements like quizzes, surveys, polls, and calculators. According to Content Marketing Institute, interactive content "allows the website visitor to turn from a passive 'user' to a doer and an actor." (https://tinyurl.com/mw2pds8a)