Why Content Is The Key In Marketing Your Business
I have seen it far too many times. I have even been guilty of it myself a time or two. It’s that entrepreneurial time where you are sailing, you’ve taken the leap, your eyes are closed–adrenaline rushing through your veins–and you have no idea if you’re going to land safely on the other side or not.
But at this moment, what a rush! It’s the gamble every thrill-seeking entrepreneur lives for. Figuratively, this is the danger zone. In the mad scramble to just make it, the cart can go before the horse and everything gets a bit sideways and upside down. Websites get thrown up and content is more of a placeholder than the compelling call-to-action and search engine ranking factor it could and SHOULD be.
So why does this hurt your business? Simply put, the odds of a successful landing are likely to be far more in your favor if you’ve given yourself the momentum to make the leap. Without a strong online presence you’re already turning away customers and leaving a lasting negative impression. It’s like having a neon open-sign flashing above a locked door.
Case in point. I had a client who hired me to do a bit of blog writing. Prior to my coming on board I watched as this client’s website went through numerous iterations, all the while live and with business presumably going on.
The business hired me to blog write–not for any other marketing services–and the fact that the client knew blogs were necessary was reassuring. But the website! Interstitial ads popping up like a persistent gnat. Once the client wisened up and swatted those away, the logo came. It blended with the background lessening its pizazz. That changed a month or so later to something new. The entire website was just bad. But what was worse than truckstop-diner decor in a Michelin-star restaurant? The existing, placeholder content. I digress, but really, who will ever taste the food if the environment kills their appetite.
Poor content does more than repel those who do find your business, it also serves as a cloak.
This was one of the few times it was a good thing that the client was not showing up on searches. What could be worse than your business being invisible? Poor content does more than repel those who do find your business, it also serves as a cloak. Good (and consistently fresh) content increases your determined viability and visibility.
Content is key in Google organic ranking.
It matters. Not just to the consumer peering into the window deciding if they want to step in, but to your global consumer looking for a sign to identify a place to shop. If your content isn’t up to par, Google won’t even hang your sign.
Google uses algorithms that change often enough to prevent anyone running a scam on the system. Think about it. The worst thing that could happen to Google is for its users to determine it is not reliable. Its users are searching for something and Google, in order to stay relevant, must provide accurate results that best meet what the user is searching for. The ability to do this is Google’s most valuable and prized-possession.
So help Google. Google crawls your page and scores you. Are you really in the category you claim to be in? Are you really still open and not a failed business with a page still floating around on the Internet? Are you throwing out keywords for everything under the sun in a desperate attempt to procure clicks to your site in a search for products or services that you don’t offer? While not a perfect system, Google has honed this decision-ranking process.
Resist the urge to just put content out there, whether on your site’s landing page or on your blog and assume no one will read the blog and the content is irrelevant. Additionally, don’t take a little bit of knowledge and allow it to influence your strategy. I’m talking keyword stuffing. Keyword stuffing is a thing of the past. Once a sure-fire way to lock in favor with the Google gods, now you will find your site penalized.
Things to consider:
- Creating a Style Guide for your company, because content is branding. This can be a huge asset and time-saver for any marketing and promotional forward movement.
- If you want an informative blog, case-studies can make an impact.
- Infographics help ranking and engage a specific type of reader.
Did You Know….
In fact, companies using infographics see a 12% increase in web traffic!
Ultimately, Google is forever on a quest for legitimate and relevant to topic information–and that isn’t changing. As long as you ensure your content is informative/useful/relevant/interesting to whomever would be searching for it, and that who is searching for it is within your target market, you are heading in the right direction with your site’s SEO.