Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
sara callahan

sara callahan Owner/President

Exclusive Blog Posts

How To Find A Reliable Auto Body Repair Shop

How To Find A Reliable Auto Body Repair Shop

Finding a reliable and professional auto body repair shop is not as easy as it sounds. Unfortunately not every mechanic or auto repair shop will have your …

The Gap In Email Success - Part 3

The Gap In Email Success - Part 3

Yes Lifecycle Marketing recently released a study about gaps in email marketing. Check out the other parts of the series here: Part 1, Part 2. &n…

Are Remote Workers Happier Than Office Employees?

Are Remote Workers Happier Than Office Employees?

Here are some interesting insights about remote employees vs. office employees. I know many positions within a dealership don't have the option of remo…

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

The real driver of vehicle sales isn’t your new online buying widget, it’s access to credit. So, if your dealerships only goal for 2017 is to “sell m…

Car Dealer Protocol for Vehicle Sales to Customers with Built-In Breathalyzers

Car Dealer Protocol for Vehicle Sales to Customers with Built-In Breathalyzers

Working in the automotive industry is a rewarding experience, particularly working for a dealership at the front line of customer service and sales.&nb…

Content Marketing Strategy: How to Create a Winning Company Blog

CWPR_DS1.jpg?width=400

Content marketing, in general, can provide many valuable benefits. It can help create and maintain a brand presence; assist in search engine optimization; and position executives as thought leaders. It can also serve as a valuable source of information for both customers and potential customers.

 

There are many types of content marketing. Technically speaking, everything your business creates and publishes is content marketing. This can include such items as marketing pieces, videos, blog articles, articles published in trade magazines, social media posts -- you name it. If your audience sees it, chances are that it’s content marketing.

 

While most businesses understand the importance of content marketing, many get stuck when trying to make it an ongoing reality. Think of it as an extreme case of writer’s block. Someone is tasked to create this “content” but they don’t know what to create on a regular and ongoing basis. Some companies create comprehensive content marketing strategies, but then lack the creative time and resources, so they never get implemented. Others simply stare at a blank document without a clue as to where to start.

 

As a starting point, the focus of this blog is on one type of content marketing: a company blog.  Blogs are one of the easiest ways to produce and disseminate good content, but for some can be tricky to execute. Typically, the lack of execution is simply due to not having any ideas to write about.

 

Here are 4 basic tips to help establish a winning blog:

 

  1. Provide Useful Content – Companies and individuals that focus on providing an audience with useful information will see more engaged and loyal followers. Customers generally appreciate the time and effort it takes to produce quality material. Providing useful information helps to gain the trust of your audience and further positions you as an industry expert.
  2. Provide Timely Information – A good company blog should also share relevant industry news accompanied by commentary and analysis on how this news affects your specific industry. It’s wonderful that you’re sharing Google’s latest algorithm change, but how will that affect your customers? Remember that YOU are the experts. That’s why your customers are interested in what you have to say.
  3. Blogs as a Human Resources Tool – Blogs can help drive in prospective new hires. Just as you do research on applicants, applicants will also do some research on you. Your blog can provide valuable insight into your beliefs and company culture. A good mix of content will show potential employees that you care about your staff, customers and the industry as a whole.  I have heard of cases where blogs have been an important part of the decision process for prospective employees.
  4. Educational Value – While your blog should not solely serve as a marketing platform to promote your products and services, it CAN from time to time be used as a tool to provide customers with educational material about your company. For example, when something changes – a new feature is introduced, a new model is unveiled, or a new service is offered. In this way, your blog can be a great venue to help keep your customers informed.  Just be sure to strike a good balance -- don’t use your blog as purely a promotional platform. If you do, you will quickly loose readers.

 

If you choose to integrate a blog into your website (which is where it should be, by the way) be consistent in publishing. Consistency breeds expectation. There’s nothing worse than having a company blog in which the last post is months or years old. It shows apathy as well as a lack of commitment. And those are not favorable attributes for any business to be projecting. This type of blog just helps to drive customers away. Decide how much you want to publish and then determine how often. Choose a day of the week and ensure that you are always publishing on that day. Your customers will start looking forward to the articles, as will the potential new customers.

 

One last key piece of advice: Please do watch spelling and grammar, as you would with any communication you wish your customers and potential new customers to view. 

 

Blogs don’t have to be long, nor do they have to be masterpieces of literature.   Show your personality and start a conversation: that’s how great relationships are built!

 Unlock all of the community & features  Join Now