First in series
You have a website for your small business. Your site may even be optimized for search. And yet, when prospects use their favourite search engine to find a business in your category, you’re on page 7. Or 19. Do you ever flip through to the seventh or 19th page of search results? Me neither.
No one wants to be the proverbial needle in the haystack. So how do you improve your odds of being found? First, be sure that your site truly is search-engine friendly. Have a neutral third party analyze it for you. (If your web developer inserted your company name or the word “home” as the title of your main page, your site may not be as optimized as you were led to believe.)
But let’s move beyond what the search engines care about. What about your prospective customers or clients? When they discover your site, whether via search or by directly keying in your URL, what do they find? Lots of fluff about your company history and the awards you’ve won? A list of product features?
Let’s face it: No one cares about your company history except you, and many awards are meaningless to the typical client. As for product features – they do belong on your site, but more important to the prospect are the benefits of your product or service.
What your prospect wants to know is this: Can you help solve their business problem?
Content marketing allows you to accomplish this by enabling you to demonstrate your approach to business, your leadership in your industry and your track record of solving clients’ problems.
In this series of blog posts, we’re going to explore:
- The benefits of content marketing
- How to get started with content marketing
- How to use social media to amplify your content marketing
- How to keep your content marketing efforts going
- How to add content curation to your content marketing program
- And more
Feel free to send me your questions about content marketing.
Visit the Trafalgar Communications website for information about how we can help your organization to tell its story through traditional and new media.