Off-Page SEO refers to how many people refer to your website, one of the factors that search engines use when determining the ranking of your website on a topic. In the past, it simply was how many links pointed back to your website. That evolved to having contextual links, where the keyword was the link text, not just your name or read more. Now, Google has very sophisticated algorithms to determine the quality and authenticity of the out-going links. No longer can you buy links on a link farm and get better SEO. in fact, most back link programs will actually hurt your ranking, as Google has identified these sites as paid advertising, not authentic recommendations. The best way to get links now is to write content that people will want to read comment and share with others in their network, otherwise known as a Content Marketing program.
Content Marketing is the art of communication and informing your prospects about your products and benefits so they want to buy, without you having to sell.
If you want to insult your friends, just ask, “Who sold you that jacket?”
Want to complement them? You can ask the same question, with a slight change of emphasis: “Where did you buy that jacket?
The implication is clear. If you ended up with something ugly or inappropriate, you couldn’t have been in charge of your faculties; you were under the influence of a salesperson.
As a general rule, customers love to feel they’re buying, but they hate the pressures and connotations associated with being sold. Therefore, as a seller, if you can position yourself as being a resource, a helper, a guide, a consultant, an information sharer, then people will feel they’re voluntarily choosing your wares, and their degree of ownership of the process will be heightened, along with their overall satisfaction.
Content Marketing can be a seminar, infomercial or case studies for sales people to hand out. What we have realized is that if your marketing plan does not include Content Marketing, then you are not marketing in today’s world. Since the content is specific and relevant to your business and it is what prospects are looking for, Content Marketing is also great for Search Engine Optimization. As the content is shared on social media and referenced by others, it becomes a great tool for generating links back to your website, filling the off-site SEO void. Using Content Marketing and the internet can allow a small business to grow exponentially.
There are many questions that we are asked when we first meet with clients to prepare a marketing plan.
- How does Content Marketing work?
- How is a Content Marketing Plan created?
- How do you get people to know about your content once it’s written?
- How do I not waste my time on creating the wrong content?
- Do I have to “blog”?
During our initial free assessment, we answer these questions while evaluating your needs and resources.
If you want to become the expert in your industry, a local resource for information, a consultant, or just need help building raving fans, then we can help develop a plan to make it happen.
Our Content Marketing Plan program includes:
- Establishing a content platform to “house” the content you will produce; either at a website, a blog or on a social media platform
- Determine a Content Calendar of activity to write about
- Outline a process to repeatedly, but not redundantly, promote each activity
- Train in how to best write your content for Search Engine Optimization
- Learn how to create a headline that drives interest
- Develop call to actions for each piece of content so your return on investment is optimized
- Identify the best methods of promotion of your content, so your prospects become followers and fans
For those people who have neither the time or talent to generate content, we offer content generation programs as well, ranging from blog posts to infographics, to social media posts to online videos.
Call us today for an assessment for your marketing needs. 203-297-7043