We’ve all heard it if we’re even marginally involved in the world of marketing or internet sales - “Content is King!” It may be the king but very few are attending this particular court.
Why is content king and how does it benefit your online presence? Why is having a conversation with your website visitor so very, very important? What follows is a basic run down…
Search engines (Google, Yahoo, MSN) are ravenous for unique, fresh, and relevant content.
It’s not much of a mystery that to put words on paper that someone actually wants to read takes a little bit of work, creativity and discipline. But even though what you write doesn’t have to be a masterwork most people simply won’t write anything. There are a thousand reasons for this and we’d have to plumb the dark depths of the human psych to have a worthwhile discussion about it. The good news is that other’s lack of action creates phenomenal opportunities for you in your niche. If you’re the only one generating relevant, unique content in your niche…you’re the only one doing it!
And here’s the important part: Because you are one of the few who are developing this content you will be rewarded for your effort. Search engines will place you closer to the top of the search results - depending on how competitive the subject matter is - because you’re adding value to the searcher by providing something other than the reproduced, canned, and spammed boilerplate. Your also more likely to receive valuable links in from other sites that appreciate your content and incorporate it into their website “narrative”. (Getting links in is very important to search engine ranking.)
Your website visitors will know the difference and be more likely to take action.
Content sells. Period. If you reflect upon your surfing habits you will probably find that your loyalties, purchasing decisions, and education is coming from personal product reviews, how-to’s, user forums and discussion panels, and social networks like Facebook and MySpace. Consequently we are slowly being trained to not respond to overly sanitized corporate sites with no soul or squeeze pages. We demand authenticity! We want real data! We’re appending the keyword “review” to the end of our Google searches when looking for the latest and greatest flat screen tv or odd business service (i.e. Earth Class Mail review) We value user testimonials and product rating systems for the transparency it provides us. Only the internet has been able to do this in a scalable way. Take advantage of this reality by doing the following with your site:
- Incorporate a blog into your site and make it prominent - Write stories about your experiences serving your customers. Highlight both victories and challengies in doing your job.
- Promote and reward customer interaction - Create venues for client feedback by using forums or commenting features. Highlight especially insightful feedback even if it doesn’t make you look like a million bucks.
- Inject as much of your personality as possible - Even if your the CEO of a fortune 500 concern you’ll most likely benefit from saying, “Hey! Here I am. This is what I believe. Look! I’m writing this post. I see that comment. I’ll address this or that concern.” Your prospects and clients want to connect with you.
- Tell your story - Everyone loves a good story. What’s more, people love to buy from people with whom they feel invested. Strangely, this can occur if they feel like they know you. (Even if you’ve no idea who they are.) You can create these connections by sharing your story in an authentic way. No gloating allowed.
You’ll be pulling prospects in instead of pushing yourself out using traditional advertising.
Did you know that your chances of converting someone into a customer are much much greater if they find you before you find them? If someone Googles “great places to live in Colorado” and your article (with it’s cleverly written headline) shows up in the first ten results, and they click on it to the article you’ve written about this subject then you’ve just effectively entered into conversation with them, created an impression, and, if you end up in direct contact with them already done the hard work. You’re now positioned in their mind as a credible solution to whatever their problem may be. Think about it. If someone refers you to a vendor you’re much more likely to engage them than if you were randomly stopped on the street by the save vendor. Your content (and others linking to it) effectively does the same thing for you in the mind of the customer.
So where do I go with this?
It’s simple: Start with the mechanisms in place on your site, start writing, learn and adapt, write more, evaluate, and learn how to use this very powerful business tool to your advantage. (Of course, we’re available to help!)
Some helpful reading having to do with content
CopyBlogger.com - Great advice for learning how to write effectively and create action
SEOmoz.org - Fantastic free internet marketing resources
Anyone have any inspiring examples of how content served their business goals? Leave a comment!
{ 2 comments… read them below or add one }
Jordan 10.22.08 at 12:20 pm
I believe that the idea of blogging is becoming more prominent within larger corporations. It seems that many huge entities want to laugh of the idea of a pesky little “blog”, but I think that more and more each day companies are finding true value and getting results from utilizing this tool. A blog doesn’t necessarily sell a product, but it does encompass and support the values and goals of company through 2-way communication with the company and the customer.
I find value in blogging and putting out content that supports the overall goals, mission, and values of whatever you are selling.
Mark 10.24.08 at 4:23 pm
I agree Jordon. I’ve recently read that blogging is dead and new mediums such as Twitter and Facebook are replacing the blog as faster, more transparent and authentic. However, even if that was true, blogging for corporations is an effective and welcome way to communicate with prospects, loyal customers, and even detractors. Thanks for your thoughtful comment.