How Do You Choose The Right Content To Drive Sales?
When developing an editorial calender of blog posts, white papers, or other digital asset, choosing the topics and focus that will bring customers to your website or blog is vital.
However, when looking at the content that most companies churn out you have to wonder if the MarCom folks ever meet a customer in their life.
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Customers don’t want, or read, repurposed marketing-crap speak, but you wouldn’t know that from what appears with startling regularity on company websites.
So, how do you make smart content choices?
Lee Odden is one of the top blogger and speaker on all things SEO, and seemed like the perfect expert to ask how he advised client to tackle this problem. This is what Lee shared with me:
This video was shot at the 2011 Vocus User Conference held in Baltimore, Maryland.
Interviewed:
Lee Odden CEO TopRank Online MarketingAbout Steve Farnsworth @Steveology
Steve Farnsworth provides digital/social media, online marketing, branded journalism, content marketing, and lead generation to companies so they can increase customer preference for their brand, shorten their sales cycles, and generate better qualified leads.
Kreg Atterberry
May 16, 2012
Steve you are absolutely right about thinking like a customer. I work with many real estate agents and veterinarians. The real estate agents tend to talk about themselves, which makes for lousy search results, instead of “homes for sale’ that their prospects are searching. Vets tend to be too technical and speak medicalese instead of thinking about how their clients and prospects search. So instead of “how do I get rid of ticks on my dog” they write ‘tick born diseases in dogs”. Now which term do you think the general public is more likely to search?