“What really decides consumers to buy or not to buy is the content of your advertising, not its form.”
David Ogilvy
Yes, here I am beating a dead horse, but time after time, year after year, Content remains king. Through the years this has rang true, from the first advertisements written on papyrus, to skywriting airplanes, to a brilliantly done TV commercial, to an SEO campaign or a mobile app advertisement, it’s always the content that sells.
The Internet Marketing game will be won by the companies with the most remarkable content, with the most amazing insight and with the biggest commitment to deliver that content to the right audience at the right time. I think all too often that Internet Marketing is lumped into this huge gray area, the so called gurus have muddied that waters and made things uber complicated, check your H1 tags, your keyword density, your rel=no follow tags, etc.., but while these are important mechanics particularly in SEO, the true marketing is content. The meat and potatoes. Search engines want the meat and potatoes. Yes, they care a bit about H1 tags, and yes, they love a very clean directory structure on your web site, but really and truly, the search engines want to deliver the most remarkable content to the end users performing the search.
So, In 2012, your business needs to be considering the following powerful content concepts and working them in unison:
Social Media Channels. Are you fully using LinkedIn to sell your B2B products? Have you constructed a video content series for YouTube? Have you built a solid Facebook and Twitter strategy? These are must haves. In fact, they are becoming more and more powerful in SEO as the search engines are digesting your posts and hopefully crawling back to your web site.
Your Web Site. Is it displaying your content in a clean, concise way? Are you wasting users time by forcing them to jump through navigation hoops? Are you muddying the waters by not clearly annunciating just what your business sells and how you will solve their problems? These are huge considerations today as consumers cannot be bothered with noise.
Your Blogging Strategy. Educate, empower, inform. Use your blog to reach out and engage, spark conversations, talk about your industry, talk about your products and how they are evolving, talk about your clients and feature them. Search engines LOVE blog content, make it unique, make it remarkable, make it often.
The mission critical component to winning over your competitors is your level of expertise and how well you convey that level. The web space is getting crowded, it’s time to stand out and shine. Content is your weapon to make that happen. Need help with your SEO, Social Media, PPC & Web Design strategy? Call me. In Orlando: 407-830-4550, Nationwide: 866-998-6886.
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