We’ve all heard the phrase “Cash is King”.
In the online marketing world, Content isn’t far behind…
Last year, as many of you know, there were many updates to Google’s algorithm with strange names assigned to these updates such as “Penguin” and “Panda”.
For those of you who are not familiar with this, the short and quick of it is that these updates were put in place to eliminate the “tricks” and “shortcuts” that some web
site owners use to get rankings and, instead, give better rankings to web sites who actually provide the best content for those doing a search.
This is determined by a number of factors including the actual content on your web site (text, videos, etc), the links from other web sites back to your web site (backlinks), and other offsite content either mentioning you or linking back to your web site (articles, blogs, social media).
If you want to be one of Google’s top ranked web sites in your respective industry and/or field, you need to develop a content marketing program.
This is THE KEY to getting better rankings on Google.
Better Rankings = More Traffic to your web site.
More Traffic to your web site = More sales.
With big, well known brands, such as Apple or Google, their job in content marketing is simple because they own a large piece of the web sphere and have many people looking for their content.
Most people (us included) are not so lucky…
So, what can you do?
1. The first step in content marketing is to make sure you do your research.
Whomever you appoint inside or outside your company to handle your content marketing, make sure that they look at what your business does and what kind of keywords and topics are relevant to your business. Make sure they then create interesting angles and facts to include in your content. Just going on and on about why you’ve been in business 30 years in your particular category isn’t terribly interesting.
2. Next, make sure that the company or individuals you appoint to handle this are GOOD WRITERS!
There’s a lot of different kinds of writers out there. There are people that are great at writing press releases and people that are great at writing research reports. You want to find someone who knows how to take these interesting facts and angles and put them into interesting content that the audience is going to enjoy when they read. Because ultimately, you’re trying to get someone to engage with your content and then come back to your website.
3. Once that content is created, it needs to be syndicated.
There is an exact process and methodology for syndicating content. The main component to that syndication is earning links back to your website. So there needs to be a plan for what you do with it when it’s done.
4. The final component is using social media to share and spread that content virally.
You want to tap as many other influencers out there as you can so that they might be willing to share or spread the news of your online marketing content that you’ve syndicated.
Not a one and done approach….
Content marketing is something that your company needs to do OFTEN and on an ongoing basis. This is not something you do for two weeks and then assume that you’ve done enough. You need to continuously build links and credibility for your company by publishing as much relevant content as possible.
This is your competitive edge.
And, in the long run, this approach pays huge dividends.
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To your success!
Sr. Online Business Strategist