Time and time again we have discussed the importance of creating content to improve your company image and SEO. You also are probably aware that all marketing experts preach that content is king. But this is where the narrative seems to stop. What kind of content should you be creating? Well we are here to pick up the baton and take you to the finish line!
First and foremost, the content you create should always be on brand. People seem to focus more on posting content rather than what it is actually about. For example: if you run a collection agency, then you need stick with topics relating to collections and the kind of problems your clients may face. It would be ridiculous to click onto a collections website and read an article about Great Danes and it would confuse users. The key is to post content that creates the best user experience possible, be consistent, and make your content easy to find.
Let’s look at another example that we learned from a marketing expert: a great way to think about your SEO strategy is the internet is an all-you-can-eat buffet and your company is the salad bar. You do not want to hide the dressing by the potatoes because no one would be able to find it! Do not make the content hard to find!
Along with ease of access, you should also have a message that is congruent and promotes your business. A lot of times advertisers will create campaigns that are geared towards being flashy and award-worthy, but the message has no connection to the company or its products. We try to avoid this trap by looking at the numbers; we have seen our website traffic grow 10 times due to practicing what we preach. When we post content, it needs to be useful and memorable or it’s not worth the effort. At the end of the day, we are a collections firm and we had to find a way to generate revenue and sell our services.
One of our most successful ventures has been our magazine because it has put us in contact with many important people. One of those is J. Abraham and if you are not familiar with this marketing genius then you should be. He was instrumental in getting us on this path 20 years ago when he started preaching the same message we share today: share content that is congruent with our clients. We have to take a look and see how our content affects them.
We are often questioned about our free webinars that are similar to ones that other companies generally charge for and why we give away that information for free. The answer is simple: we want to support this industry and teach people how to do things better. That is our goal and we accomplish it by posting content that is relative to our company.
For those of you who want to improve your SEO or company image through relevant and informative content, but need some help getting started, feel free to contact Ally Cole at firstname.lastname@example.org.
Quote 1: First and foremost, the content you create should always be on brand.
Quote 2: The key is to post content that creates the best user experience possible, be consistent, and make your content easy to find.