Over the years I’ve spent quite a bit of time travelling across Asia. The one thing that has always fascinated me is how in places like Japan, Korea and Hong Kong there is a tendency to group suppliers in one geographical area. By that I mean if you’re looking for a car you visit the area where all of the car showrooms are situated, similarly if you’re looking for a bathroom suite you visit the stores that line the roads in Wan Chai, Hong Kong or for electronic goods – Achihaboror in Tokyo is the place to go.
In order to survive, all of these suppliers need to somehow differentiate their offering from their competition and even if they specialize in a specific brand, there’s normally more than one supplier to choose from. In a bricks and mortar store you can have an enticing shop front, you can have extremely helpful and professional staff and you can run sales promotions but if more of your business is online or it’s trending that way, how do you get found when 75% of internet users* never scroll past the first page of search results?
We’ll the bottom line is, if Google can’t find you no-one else can and although your on-page SEO and inbound links are important what is becoming ever more critical is the content you upload to your website and distribute across social networks. The more keyword rich content you produce and disseminate the more chance you stand of being found by the search engines and the higher you raise your online profile.
Why blogging is so important
So the creation of interesting, relevant, valuable or to use a popular but irritating American term “awesome” content is no longer just an option, it’s critical. And one of the best places to start your content marketing strategy is by introducing a Blog. A few years ago a Hubspot report stated that on average, SME’s that Blog have 55% more website visitors than those who don’t, 97% more inbound links and 434% more indexed pages, which further enhance SEO results. Now who wouldn’t want that?
The search engines love fresh content but the vast majority of us never update our web pages. However blogging enables fresh content to be added to your website on a regular basis, this can have a positive effect on the number of web pages indexed and can increase the number of inbound links to your site, both of which will help drive you further up the search rankings.
A Blog can be automatically output to Twitter, Facebook, Google+ and Linkedin via an RSS feed to increase lead generation opportunities and improve search results. Blog posts can also be re-purposed into email content or grouped together to form an eBook. An eBook can be the basis of a PPC campaign to collect contact details, the eBook itself can be re-purposed into a slide deck that can be uploaded to Slideshare.
Google’s Authorship tool may have been withdrawn but should still be of interest to content marketers as it allows you to link your content to your Google+ profile which in turn helps you distinguish and validate your content in the search results but also helps more searchers find that content, Authorship may be gone but Author rank lives on..
The main takeaway here is to ensure that any new content you produce can be distributed in many formats across a wide medium to help raise your business profile and credibility far above the competition. Have in mind from the very beginning, ideas of how you can cut and dice that content to get it in front of as many people as possible. But remember, the content has to have a perceived value to your target audience, if it doesn’t you’ll fail and just merge in with the masses, most of whom are just producing “me too” brochureware for a rapidly diminishing audience.
Don’t make that mistake.
Want to know more about how content marketing can help your business grow? Contact us today on 01803 413481 or email [email protected] While you’re here why don’t you download my latest ebook; 6 key stages to inbound marketing success
*Source: Marketshare.hitslink.com, Oct 2010