Content marketing is an effective way to attract customers to your business. But what are the rules that you must follow?Read More
Do you consider this a strange question? It is not really, if you understand how the internet works.
When writing content, it is vital that you communicate with ‘people’ rather than ‘search engines’.
Over the last decade or so, Google has steadily been improving the way they respond to and, in turn, value well-written, natural content
We have come a long way from heavily-keyworded content, that did not make any sense whatsoever. These articles were written, in many cases, to accommodate the requests of the search engines.
We can still spot content that has been written “for SEO purposes” but they are sometimes uninspiring.
Grammatically, they may be well written, and contain the relevant keywords and phrases that will attract the search engines. But from a customer’s perspective, they are as dull as dishwater.
Who cares? you may ask. Well as website owners, we all should…
How Valuable is Engaging Content?
Next to unique & relevant content, Google also measures your website’s ‘popularity’.
We recently spoke to a business that was paying an agency for over 20 articles each month, to be published on their website.
On the face of it, this is partly what the search engines wanted to see. But when we looked at how many of these articles were actually being viewed and shared, the results were very disappointing.
From a count of say 50 articles, only half a dozen of them had actually been shared on social media and none of them more than twice.
When you realise that one of Google’s methods of measuring the popularity or ‘value’ of a website is in the number of times others share their content, this is a content strategy that is having a negative influence on their rankings.
Again, the content was informatively written, and served its SEO purpose but, frankly, it was dull.
So, if you are going to get your content written by others, ensure that they aim it at humans and not just at the internet spiders.
Articles on their own, may not be enough to generate business for you.
The articles need to sit as part of the route that your prospective customer can choose to follow, that will eventually lead to your front door.
I refer to this route as the ‘customer corridor’ and your articles will work better when they form part of this route.
Very simply, you need to create a number of simple steps for your prospects to take to reach you.
If at each point, your prospect is given some idea that you can still be helpful to him, then the next step is for you to offer them another piece of valuable information.
Thus drawing the customer closer to you.
Think of this as if you were laying a trail of breadcrumbs for them to follow.
The final document should contain a little more ‘in-depth’ information for the reader, which follows the theme of your initial article. Thus retaining the focus of your prospective customer on whatever caught his attention in the first place.
This ‘teaser’ document, as I sometimes call it, should contain information that your reader really wants to see and it should ideally be placed within your website – and hidden from view.
This, critically, will then allow you to offer this information to your reader, in exchange for his email address.
Thereby completing the customers’ ‘route’ to your door and more importantly, providing you with a method of measuring and converting your reader into a partly-qualified prospect.
For help with writing articles that generate business, please contact me via: david @m3publishing.co.uk