Must Love Dogs, and Other Content Marketing Advice
Content Marketing is a lot like dating.
If you create your dating profile based on what you think potential life mates might be interested in, but don't accurately reflect who you really are, then your first date will probably be a short one.
After all, if you're an active sports enthusiast who loves dogs and isn't afraid to speak your mind, then why would you pretend to be otherwise? Do you think that nobody will wink at you online if you're honest about yourself? Do you think "tricking" someone into asking you out has the possibility of turning into a long term relationship?
Many businesses continue to get poor results for their content marketing efforts because they're attempting to be something that they're not. When Google's algorithm discovers that your content has a lot of bounces because it does NOT really answer a Google inquiry on a topic, your search result gets moved to the back of the pack. There's no "gaming" the system by stuffing keywords in your meta tag—Google is simply trying to figure out what a page is all about so they can serve up an authentic answer to the search inquiry.
I keep going back to the story about Marcus Sheridan, the pool company owner who started writing a blog based on answering their customers' questions. As a result, his pool company is thriving and his website gets more traffic than any other pool company site in the world—and Marcus started an online consulting business to help other companies achieve similar results.
The secret to his success? Answering every single question a consumer could possibly have about buying a fiberglass pool in a frank and personable way. Now when a consumer asks Google a question about fiberglass pools, Marcus' site is at the top of the organic search results because web traffic clicks and time spent on his site tell Google that his answers are the most "helpful" and relevant to the question being asked. Marcus gets an "A" for Content Marketing.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.