The whole concept of SEO continues to morph and change – from one where links were more important than the content itself to a place where content is (truly) king and the links to it are much less important – you must begin to create high quality content for your ideal client to find.
Strip everything else away and what your online business is about four things:
A product or service that you offer to an audience
The audience itself
The method you’ve chosen to convince someone to become a client/customer
The source(s) of traffic you point to your offer
If you’ve properly identified the audience (market) and you have a way to convert them efficiently and at a reasonable ROI, you can sell almost anything. Once the sales machine works, then you’ll want to send all the traffic you can find to your offer and look out – the money will flow.
The third part of my formula is the method of convincing which could also be described as the content that drives your conversion rates.
Content marketing is everywhere and not a day will pass where you don’t have someone telling you that you need to be creating content, right? So rather than join the chorus of those voices – I’ll sing solo and tell you some ways that I do it that you can use for yourself.
Some of my favorite things to create blog content around are:
- Case Studies
Now, if you go look at your calendar at the events you’ve been attending, can you think of a story or two that you could write about (or for extra credit make a short video about)?
If you said yes, you’re on your way to great content creation.
Running a business today is not much different, in at least one respect, than the business your parents ran a generation ago. People still do business with people that they know, like and trust.
It was true for them and it’s true for you. Not likely to change either.
Knowing that, you can write about events that people know about or heard about or simply missed and tell them about it. In that story you become trusted and maybe even liked.
A bigger word (and topic for another post) is positioning. With your content you position yourself as someone who knows.
So back to my list; we’ve talked about creating content around events, next lets look at case studies.
A case study is just reporting on how what you do worked for someone else. Client A buys your product and service and you simply describe the situation when you started, what you did and what has happened since.
The story of Client A may well resonate with Prospective client B and lead them to ask the questions that move them closer to doing business with you.
A great example of this is my client who runs a small, but extremely nice vacation get away right on the Gulf of Mexico. They had a website but it was old and hard to navigate. There was also no clear path from visiting to booking your stay and since they were not monitoring their analytics it was hard to know how their site was viewed by guests.
We built a new site and put out front the images that tell the story of people who visit there to vacation and relax. More importantly, we focused those stories around the 3 groups she most wants to attract and ,voila, her conversion rates have increased significantly.
Another of my clients uses pictures in his case studies. He simply shows off a gallery of before and after pictures with a few words for the search engines to know what the pictures are about and his business is growing rapidly through the content he shares. When his son started sharing these pictures on Pinterest, they uncovered a rich vein of traffic that probably no one else in their industry is tapping into.
Finally, you can create a lot of content around the various keywords that you want to be found for in search engines.
I have a handful of primary keywords that if someone searches for them, I want to be associated with and writing content around them regularly, I improve my chances of that happening.
This is where Google Authorship is going to play such an important role going forward. When Google associates your content with you as the author, it’s clear that they begin to know what your business is about.
My point today is that you will need to feed the search engines with fresh original content but combining pictures, videos and articles/posts makes that easy as does writing about a wide range of things you’re business is involved in such as events, generating results (documented as case studies) and the keywords that describe what you do.
Now creating content is easy, isn’t it?
For more of these, get in touch with me here.