Why You Should Care That Content Is Still King
Your online content is and always will be one of the most important things on your website in addition to your brand and contact information. See why below.
Search Engine Categorization
The content that you post online is categorized by the content in that article, video, image description or podcast.
People use the search engines to find solutions to their problems (answers to their questions).
Google, Bing, Yahoo, YouTube, etc. all index the content they find online according to the words on the page, the links coming into the page from external sources and the meta-descriptions that the author creates.
If you are lucky enough to have your content seen as the most relevant for any given search, you will get the opportunity to be the problem solver for that searcher.
Your Niche Isn’t Important
I don’t care what niche your business is in because people need to have problems solved in every niche.
People that are looking to buy or sell a home might be looking for tips on how to buy or sell their home. If a local real estate agent has an article on their website that gives 5 or 10 home buying tips in another article with 5 or 10 home selling tips, that person may be more likely to contact the real estate agent to help them buy or sell a home.
You can pick almost any niche and I’m sure you can think of several articles that you could write or have written that would showcase your expertise.
The Content Format Does Matter
We live in an age where people are used to receiving the majority of their information by either audio or video.
Because of this and other reasons, video is usually more effective than the written article.
Here are more reasons video is more effective:
- A 500 word article equals about a two minute video.
- People have a tendency to trust what they see in a video more than what they read.
- People remember what they see in a video longer than what they read.
- Videos are easier to consume on mobile devices.
If possible, you should include text, video and audio on the same page when you publish content. Some marketers will create their post as an article which they then put into a PowerPoint and record as a video in which they include a voiceover of them reading the article (This video is uploaded to YouTube along with the transcript.) and an MP3 audio of the file is added to the page.
You may not have to go to this extreme with your content unless you are in a very competitive niche.
Very few local business owners are in a niche that is that competitive.
Fortunately for you, many of your local competitors do not do online marketing correctly and they definitely don’t take content seriously because they rarely, if ever, ever add fresh content to their website.
Your marketing plan needs to include the creation and publishing of new content for your website, for your YouTube channel and for your social media pages.
This content doesn’t have to be earth shattering or a novel but it definitely needs to answer questions that are commonly asked by your customers and prospects.
Share this with your friends and colleagues then leave your comments below.
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