If so, read on to learn how content marketing plays a key role in the success of your business!
Here’s a simple concept for you. it’s like “Internet 101″… Ready?
When it comes to the web and Google search results, the reason most businesses fail is because they simply haven’t shown up for the party yet.
What do I mean by this?
It means if you’re a business with a website, then the only way to connect to people on the internet and in Google search results is to be present and available when someone searches for you.
I know… that was too easy wasn’t it? I told you folks… Internet 101 stuff here!
And although the concept is easy enough to understand, you’d be amazed at how many businesses are perplexed when they launch their new website but generate virtually zero visitors and pageviews, and even worse… zero leads and sales from their website.
The answer is simple.
Most business websites are static, which means they have a fixed number of pages that are never updated, or updated very little, once they are published.
So from Google’s perspective, why should it waste server space by crawling and indexing a website that has the same ol’ static content that was there the last time they crawled it?
3 ways content marketing can increase leads & sales for your business:
As promised in the title, let’s get into the meat and potatoes of content marketing and the ways your business can leverage content to generate sales.
Really, content marketing can be leveraged by any small or local business, medium to large sized businesses, and purely web based businesses.
Any business that relies on traffic, exposure, and building their brand needs content marketing.
#1: Google loves new content
I eluded to this a bit already, but Google loves nothing more than to crawl and index freshly published content.
This is especially true when the content published is 100% original, of high quality, and actually provides value to the end user. And in this case, the end user (from Google’s perspective) is the person using their search engine to find something.
If your content actually provides insightful resolutions to problems, or answers to questions, or teaches people something, etc… then Google loves that content even more.
So the more content you produce on a consistent basis, the more (and faster) Google will crawl and index your content.
And the more content Google crawls and indexes, the more content you have available for new prospects to connect with.
And when a new prospect (or leads) is searching for a business, product, or service in Google and lands directly on one of your informative articles, you now have a dramatically increased chance of generating a new customer (sales, lead, conversion, etc…).
#2: Link out to key products and pages
Another great way that content can lead to sales for your business is through an effective linking strategy.
Don’t worry, I’m not going to lose you here – just stay with me…
Within the content of your new articles, you have the ability to create links. These links can point to any website or webpage you want.
For example, here’s a link pointing to the homepage of Bipper Media.
As you are writing new content for your business, product, or service, you’ll have ample opportunity to link out to key products or lead generation pages within your site.
*** RULE OF THUMB *** If you are producing content where you can’t find any opportunities to link out to your products or services, then the content you are producing is probably not the most valuable for your business – I’m just sayin’.
The value of creating strategic links from within the content of your articles is so you can drive the traffic (people) from your article to the key products within your site.
If you run an insurance company in Marietta, Georgia and you were writing an article about the best auto insurance rates, then you’d want to link that keyword phrase to the page within your website that sells auto insurance.
Think of it this way – when you are creating content about your business, products, or services, 80% or more of your traffic is coming directly from Google search. This means, people who are reading your article more than likely were searching for something that your article discusses.
This also means that the visitors who are reading your article who also came from Google are VERY high quality prospects!
So while this high quality audience of prospects are reading your article, what better way than through strategic outbound linking to drive this traffic to the key pages within your site where you are actually selling these products and services.
#3: Content that teaches, sells
Copyblogger has this great product called Teaching Sells where they help you create this entire business around teaching others. It’s a great concept and I’m sure they are very successful with their product.
What they are teaching in Teaching Sells has the same core attributes as effective content marketing.
The best, and most effective content that results in new sales for any product or service is content that teaches, or educates, the reader. You can think of this as leading a new prospect down a path to conversion.
Again, using the example of an insurance company here – if I sell life insurance and I’m writing a lot of content that teaches people about the many types of life insurance, why different people need different levels of life insurance, the road blocks to getting life insurance, how to even get some life insurance, then it only makes sense that the people reading this content would be much more likely to purchase life insurance from me.
There are millions of insurance companies that someone can purchase life insurance from. However, my insurance company is the only one that is online teaching people about the many different facets of life insurance.
I don’t care how small of a company you are, if you are producing content that teaches interested prospects about a particular product or service, your phone will always be ringing.
And a lot of times, your phone will ring even before the large established national brands.
All because you are the one actually teaching people about why they want or need a particular product or service.
So what do you think?
Do you find content marketing effective for your business? If so, what strategies and techniques work best? If not, post any questions you may have in the comments.