So, this is part three (of three) in the “how to get found in Google” series. Thanks for sticking this out with me. SEO (search engine optimization) is pretty cool stuff. At least I think so.
But sure, it is great to have more visitors… but are they picking up the phone and calling you. This is where content marketing comes in to play.
What is content marketing?
According to Josh Steimle, on Forbes.com: Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
In other words, give your visitors good content and they will trust you, revisit your site and when ready to buy (or use your service), they will call you.
There is a lot written about content marketing, and much of it talks about converting sales, generating leads and creating calls-to-action. That is all part of the sales aspect of content marketing. And many of you already know how to do that. It is the content part that gets people.
Let’s face it. We are not all writers. And even those who are can have a hard time creating content for website consumers. The idea of writing something with the intention of getting a new customer without mentioning a sale or product can seem down right nonsensical.
So here’s some ideas on how to create easy content for your website:
How to videos: No matter what business you’re in, you can think of a couple how-to topics. Just pull out your phone, hold it steady (and horizontal) and start shooting. Keep the videos short – two minutes. And keep the topics simple and straight forward. And then post it to YouTube and link it – or better yet, embed it – in your website.
Product reviews: This is another great video idea. Find a product you love. Highlight your favorite features. Don’t get to technical. And post it to social media and your website. You can also write a review… Google loves written reviews.
Write a blog: this is one of the best ways to generate trust and authority. You can cover industry related news, give top ten list, share maintenance tips, write a guide, share behind the scene photos, etc. The key it to be consistent. Regularly posting content generates more links and more traffic.
Create a Whitepaper: You are an expert at what your do. And you have knowledge others would love to learn about. Research a topic in your industry and create a knowledgeable article about it. Whitepapers are not dead, says Roanne Neuwirth, and I believe she is right.
Write a Newsletter: This is a great way to get a lot of info out to your followers. But make sure your newsletter is worth reading. I can’t believe how many times I get newsletters that are just trying to sell me stuff. I don’t even open them anymore. But a newsletter from the veterinarian that shows me how to clip my dog’s nails is helpful. So is one from the Toyo repair shop that gives me three “do it yourself” tips on regular Toyo maintenance. And how about the ski shop that reviewed three new socks for me.
The Bottom Line
Be useful! Content marketing is not about selling. It is about solving! Solve my problem and you earn my trust, gratitude and eventually my business.
Here are some recommended resource for you: