In the world of marketing there is only one king and that is content. Content is the fuel that drives the fire of your digital marketing efforts. I have read this countless numbers of times in marketing literature but today had the opportunity to practice what I have been preaching and help a client out with his digital content dilemma. This client has a very basic website and for over a year I have been encouraging him to add more content to make the website more robust yet for various reasons he delayed. Finally, last week I got a call from him asking why his local competitor is coming up first in Google and what he can do about changing that. This article is dedicated to all those who want to come up first in Google and/or Bing but don’t know where to start.
I had a meeting with my client this afternoon that lasted well over an hour as we discussed the digital marketing strategy that we will need to use to get his name out to the world or even our local city. I initially showed him his competitor’s website and asked my client to explain why he thought that the other website is so good. After various attempts I explained that it all revolves around the rich content that powers that website. We started off by discussing some basics such as the importance of having a blog and I warned him that it may take well over a year to see the traction secondary to blogging however if we don’t start now, when will we? I further entertained the notion that at the very least the search engines will eat up this content and he will have better rankings to show for it. I explained the simple truth that a blog as well as all of his new content needs to be personal and should be nothing but the best information and yes it should all be free. I finished the conversation on blogging that it should be roughly 80% informational and 20% sales, not the opposite, however the results will come if done regularly and properly.
We segued our conversation from traditional blogging into video blogging, rich media and the personalization of the site. I had the opportunity to explain that by the time he is done telling his story that his clients should feel like they are old friends. We even delved into the fact that selling has not changed in thousands of years and that there is no such things as B2B (Business to Business) or B2C (Business to Consumer) sales but rather P2P (Person to Person) sales just like the market place of old. This was a fine start.
By the time we were done we agreed that the website requires rich content to move forward into its next era and that we will focus on it before doing any further SEO or Search Engine Optimization of any kind, after all the search engines themselves will primarily rank his new site based on the content within. We will not just add a blog and videos but static pictures, reviews and an easily accessible place where clients can request an impromptu appointment. A website that is personal will yield better results in the long run because people want to feel like they are dealing with another person, even in the digital age that we all live in.
The key takeaway of this post is that content is truly the king of digital marketing and even though it may take time to see the results of ones labor it will happen over time. A genuinely friendly and generous website that allows for user interaction will always trump a website simply focused on sales. People will always want to deal with other people and this is the key to why mass media such as newspaper, television and even radio advertising are seeing an all time low; sure newspapers were popular once but they are now so much on the decline that its reader volume is comparable to the 1950’s. People once again want to connect, even if it is via the web.
Still have questions on content marketing? The digital marketing experts at Absolute Computer Solutions can assist you with a variety of solutions from marketing strategy all the way through the implementation of a new blog or entire website. Contact us today for more information, it’s no obligation and consults are absolutely free.