Over the years I’ve spent quite a bit of time in 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 vendors in one geographical area. By that I mean if you’re looking for a car in Seoul 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 – Shinjuku in Tokyo is the place to go. Come to think of it if I want to look at cars or tiles I can go to Marsh Barton in Exeter.
Anyway, 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 on-line 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 website is extremely important there are other platforms to consider. The more keyword rich content you produce and disseminate the more chance you stand of being found by the search engines.
So the creation of interesting, relevant, valuable or to use a popular American term “awesome” content is no longer just an option, it’s critical. And one of the best places to start is by introducing a Blog. A recent Hubspot report stated that on average SME’s that Blog have:
- 55% more website visitors than those who don’t
- 97% more inbound links
- 434% more indexed pages, which further enhance SEO results.
A Blog 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 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.
The key point here is not to view any initial content in isolation but to have in mind from the very beginning ideas of how you can cut and slice 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.
Let me know if you’ve tried this approach and what success you’ve had by adding a comment. If you need help with your content strategy, get in touch on 01803 413481
Andrew Leon Walker
*Source: Marketshare.hitslink.com, Oct 2010