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For those with a business that has an active blog, you may say that this seems light. It is. It seems that there’s a huge gap between those who are adding content to their site and those who don’t so we’re going with a strong minimum. If you’re adding two pieces of content per month, you have the ability to make a difference.
I’m not talking about conversion pages. I’m talking about interesting, engaging content that people can and will share if they see it. I’m talking about building content that works for your business, that’s associated with your target visitors, and that comes from a unique place that is inherent to you. I’m talking about writing about what you know best – your business and the area that it’s in.
That’s not to say that those who are blogging regularly shouldn’t read about this. Most that I’ve seen who are “blogging” are actually just posting search-relevant content in hopes that it will help them gain additional keywords. This practice is fine but is not a replacement for the type of content that I’m talking about here. For this content, you have to make it real. You have to build content that you would be interested in reading yourself if you came across it on the internet or in a magazine.
We’ve discussed this type of content in the past regarding killing birds, but it wouldn’t be doing the topic service to write about it once and let it go. Here’s an overview:
Most businesses are starting to post some sort of content on their blogs or directly to their site. Unfortunately, the vast majority of it is completely self-serving. This is fine – you’re a business, not a media publication – but you’ll miss out on the benefits inherent with valuable and/or entertaining content if everything is about you. There are other stories to tell, other concepts that should be explored in your industry, and interesting aspects of your community that will help you create content that others can post to their social media profiles or link to from their websites.
That’s the goal. If you’re a dealership writing articles like “Nissan Altima Dallas Gets New Incentives”, it’s fine and can help you rank for the target term “Nissan Altima Dallas” but it’s not enough. You needgood content to support your conversion content. Not everything is about keywords. Done right, it’s easier to get the tougher keywords by going after something altogether.
As we’ve discussed in the past, content has two primary goals. Yes, it can help the search engines understand your website better, so the SEO value is strong within the content. This is what conversion content is all about. However, you won’t get anyone to share or link to this type of content, which is why engaging content is necessary to achieve the second goal: getting inbound links and social signals pointed to your website.
When you have an interesting piece of content that is shared on social media and linked to by others, it helps the entire domain achieve higher rankings in search for the “money terms” that you want. By mixing in pieces of content such as “9 Amazing Uses of Ford SYNC and Your Smartphone”, you’re on your way to getting higher rankings for other keywords. It does, of course, help with social media content as well, but even if you don’t believe in the value of this content, you’ll surely see the value of improving your rankings.
Two pieces of content a month might seem low, but how much are your producing today? Then, ask yourself which is more likely – to get in and post a lot of content, then get tired of it and abandon it altogether, or to schedule two pieces of content that don’t interrupt your normal routine too often and that have a tremendous impact on your overall internet marketing? This is why I ask people to start with two. If they build two a month for a few months, they might decide that the value is high enough to hire a part-time or full-time content writer. That’s the goal. Bring in some value, then expand on it.
Once you start, it’s hard to stop after seeing the amazing result.