Content is King in Inbound Marketing
By John Foley on May 8th, 2012
Alright, before I let you read this article, please let me state this: I recognize that many readers of the Digital Nirvana generate a lot of their business executing outbound marketing activities for their clients. And if you know me, you know that I believe in a multi-channel approach — one that incorporates traditional marketing channels through outbound efforts as well as newer marketing channels that primarily utilize inbound methods.
Below you will find the latest article in my 5-part series on how inbound marketing can help you — the print services provider — to generate more leads so that you can sell your services, which may include outbound and inbound marketing!
One of the cool things about inbound marketing is that it is inherently less expensive than outbound marketing. Even if you need to hire a ghostwriter to create content, it’s still likely to be leaps and bounds less costly than efforts through other channels. However, that does not mean that content creation is a process that can be skimped on.
Your Content Must Contain Solid, Helpful Tips
If you are going to publish content under your brand’s name, you do need to know your stuff (or your writer does), and you need to take the time to show others that you know your stuff. This is not the time to load your website up with fluff.
The reality is – people are looking for facts. They want answers. They want solutions. They have the power of the internet at their fingertips, whether that is on their computers, their tablets, or their smartphones. Lackluster information becomes obvious and it’s a turn-off.
Do Not Click “Publish” on the First Draft
As you develop content for your website, flesh out your topics.
Break them down into readable chunks. Too long and your reader will start to yawn. Too short and it may just lack substance.
By taking the time to review what you’ve typed up before you share it with the world, you will most likely identify simple changes that can greatly increase the effectiveness of your content.
Talk in a Human Voice About Relevant Topics
Make your content balanced; don’t get swayed by “shop talk” of creating content that is heavy on the keywords.
Yes, keywords are important — but if you overdo it, your content will not read well.
Your information needs to be relevant. It needs to be timely and helpful. You can do this while still getting those keywords in there.
Be Willing to Share Specifics
With inbound marketing, you are in control of how much or how little information you share.
Don’t make the mistake of assuming that providing “too much” information is akin to giving away your grandmother’s top secret cake recipe. Sure, you don’t want to give away the whole kit and caboodle of your business, but you want to be transparent.
You want to display your expertise. No customer will decide against doing business with you because you provided “too much” relevant information. But you can bet that many a potential customer is lost to the business that fails to provide adequate and transparent information.
Have a Strategy to Build Links
One of the pluses when you post great information is that it gets linked from other sources. Links are great. They provide yet another way to get internet users to come to your site. They are a subtle referral and nod to your expertise.
So, the more links to your site, the better. In addition, it will help with your search engine rankings, making you more visible in those keyword searches.
Using Content to Generate Sales
Content reigns supreme with inbound marketing, as it helps with search engine optimization and expertise display. When you provide relevant content you are becoming a resource that the reader can rely on. This empowers your reader to make the right decision – to work with you! Of course, a visitor doesn’t immediately turn into a customer. You need to work that lead first. For five points about inbound marketing and lead generation, go here.