Content Marketing is a lot like dating.
If you create your dating profile based on what you think potential life mates might be interested in, but don’t accurately reflect who you really are, then your first date will probably be a short one.
After all, if you’re an active sports enthusiast who loves dogs and isn’t afraid to speak your mind, then why would you pretend to be otherwise? Do you think that nobody will wink at you online if you’re honest about yourself? Do you think “tricking” someone into asking you out has the possibility of turning into a long term relationship?
Many businesses continue to get poor results for their content marketing efforts because they’re attempting to be something that they’re not. When Google’s algorithm discovers that your content has a lot of bounces because it does NOT really answer a Google inquiry on a topic, your search result gets moved to the back of the pack. There’s no “gaming” the system by stuffing keywords in your meta tag—Google is simply trying to figure out what a page is all about so they can serve up an authentic answer to the search inquiry.
I keep going back to the story about Marcus Sheridan, the pool company owner who started writing a blog based on answering their customers’ questions. As a result, his pool company is thriving and his website gets more traffic than any other pool company site in the world—and Marcus started an online consulting business to help other companies achieve similar results.
The secret to his success? Answering every single question a consumer could possibly have about buying a fiberglass pool in a frank and personable way. Now when a consumer asks Google a question about fiberglass pools, Marcus’ site is at the top of the organic search results because web traffic clicks and time spent on his site tell Google that his answers are the most “helpful” and relevant to the question being asked. Marcus gets an “A” for Content Marketing.
But why do most businesses still get an “F” for their attempts??
Primarily because they’re afraid: Afraid to answer questions honestly out of fear that it might make their product or service look bad; Afraid that they won’t look like they know what they’re talking about; Afraid that the competition will read their content and “steal” their answers or ideas; Afraid that someone will read their content then shop elsewhere to find the same solution… Only cheaper.
But Marcus wasn’t afraid. He had deep experience in the pool business, and was happy to share it with anyone who asked. He knew that by demonstrating his knowledge he would attract more inquiries, interest and referrals, because at the end of the day, we all love to do business with people who know what they’re talking about—people who give us confidence because we know we’ve made the right decision by purchasing from an expert.
I recently read a great quote from Phil Darby—a pioneer in new branding—who said, “You won’t build relationships by talking about yourself all the time.”
You couldn’t be more right, Phil, and just like in dating, no one wants to sit with someone who drones on and on about themselves.
Great content adds value to a topic; brings a fresh perspective to an issue, or provides advice and counsel on how to solve a problem—all without the chest pounding.
And, if you continuously post content to your site and distribute through other social media channels, that will help with SEO efforts because according to Searchmetrics, 7 out of 10 of the most important factors in SEO ranking now come from social media. Whether you post it on LinkedIn, Google+, tweet about it, or link to a Facebook post, all these efforts help optimize your search results.
Take a fresh look at your content—is it authentic? Does it truly help the reader gain new knowledge or insight on a topic? Or is it just the lipstick on your pig?