Trending: Consumer Review Sites Leverage Content, Social, Search Marketing

If you’re an Internet marketer, you know there are several online channels you can leverage without paying upfront for advertising, such as some banner ads or pay per click. Three online channels that are super-hot and showing no signs of slowing down include content marketing, social marketing and search marketing (organic). Each of these online channels have one thing in common: They all maximize content.

If you’re an Internet marketer, you know there are several online channels you can leverage without paying upfront for advertising, such as some banner ads or pay per click.

Three online channels that are super-hot and showing no signs of slowing down include content marketing, social marketing and search marketing (organic).

Each of these online channels have one thing in common: They all maximize content.

Recent articles in Forbes hailed that “content is the new SEO …” and that “content is king.”

My view has always been that with relevant, useful, valuable and actionable original content, you can’t go wrong. It will always work with the search engines, despite constant algorithm updates.

This is the core philosophy of my “SONAR Content Distribution Model,” but also has become more commercial- and consumer-driven with the use of product review websites.

A recent study shows 47 percent of consumers indicate the Internet is their favorite place to shop, and U.S. e-tails are anticipated to hit around $370 billion by 2017.

With all this Web surfing and shopping, it’s no wonder consumers are becoming more savvy.

An emerging trend in digital marketing is consumer review sites. These sites are populated with pages and pages of unique, relevant content that’s beneficial to the consumer. It’s unbiased. And has the main focus of harnessing the power of its content with the search engines, as well as social marketing outlets.

The website’s pages are crafted with targeted keywords based on the products or services being reviewed—many well-known brands—and honest feedback. Then it’s good ‘ole inbound marketing tactics, such as online press releases, article marketing, content syndication, search marketing and social marketing that drive consumers to the product review website.

The pioneer of this ingenious online marketing tactic was Cnet.com, which was founded in 1994. They have been reviewing electronic and tech products for years.

Other well-known consumer review sites that have popped up recently include Epinions.com and ConsumerSearch.com, which reviews products. CitySearch.com and Yelp.com review hotels, restaurants, entertainment and more. And of course, AngiesList.com, which is a membership site that reviews local service providers.

But recently, there have been some new players in niche and specialty industries that are creating a buzz. One such new kid on the block is BuyerReview.com.

BuyerReview.com focuses on the health and beauty sectors. This includes cosmetics and cosmeceuticals, such as skincare products, vitamins and supplements—a most robust marketplace, to say the least …

… The U.S. cosmeceutical industry alone represents $6.5 billion with a growth forecast of 5.8 percent annually through 2015. And nutritional supplements generated $32 billion in 2012 and are projected to hit $60 billion by 2021.

I had the pleasure of interviewing one of BuyerReview.com’s editors, Peter Stockwell.

I asked him how he would describe the site, what makes it unique and to describe the overall business model.

According to Stockwell, “Buyerreview.com is more targeted than many of the behemoth product review sites on the Web today. Sometimes when you’re too big and review too many things, consumers get lost on your website. Our team of editors reviews specific products in the vertical of health and beauty. We give honest reviews, as well as health and beauty advice.”

Stockwell continues, “Content is the cornerstone of the website. It helps the consumers. And it works with the search engines. With social marketing, it increases our reach and visibility. It’s really a blueprint for online marketing success.”

Stockwell adds, “There are several things that make us stand out: One is our BuyerReview Seal of Approval, which means our experts have reviewed a product personally and found it acceptable. Two, our editors (which, in addition to reviews) provide expert advice on health and beauty, which is an added bonus to consumers. Three, our Top 10 lists, which takes the best of the best we review and rolls it up into an easy-to-read product grid. Four, we offer consumers the option of getting product reviews delivered directly to them wherever they are, via email. And lastly, we offer free, weekly giveaways of the products we review. We like to think of our website as a one-stop shop for consumer health and beauty product interest.”

Stockwell concludes, “Once you have traffic coming to your site based on superior content, the opportunities are endless. Similar product or service review websites have went the advertising model and sell banner ads on their site for revenue potential. Others charge monthly membership fees. There’s many ways to monetize the traffic.”

Bottom line: There’s a way smart online marketers have turned leveraging quality content into a win-win situation that benefits its target audience, as well as generating revenue.

And the vast space on the Web is wide-open for more to jump on the bandwagon and carve out their own slice.

Marketers in most any industry can take something away from this online strategy and see how the fundamental principle can be incorporated it into their online marketing mix … because content will always be king, and consumers will always be curious.

Marketers, Stop Ignoring Your Content Marketing Strategy

As I write this, I’m on the plane heading back from DMA09. While I was moderating the Search Marketing Experience Labs, one common element ran through every site review: When you ignore your SEO content marketing strategy, you’re hobbling your conversions, ignoring your customers and forfeiting your search engine rankings. Here’s why.

As I write this, I’m on the plane heading back from DMA09. While I was moderating the Search Marketing Experience Labs, one common element ran through every site review: When you ignore your SEO content marketing strategy, you’re hobbling your conversions, ignoring your customers and forfeiting your search engine rankings. Here’s why.

Seth Godin had it right when he said, “The best SEO is great content.” A well-written product page can skyrocket your conversions. A fantastic blog post can gain your company new leads and incoming links. The right Twitter tweet can gain not just followers but evangelists for your brand.

It’s really that important.

I’ve been in the SEO industry for 12 years. During that time, I’ve seen companies spend six figures on design, embrace five-figure monthly PPC costs and chase the latest “sexy” online marketing tactic.

Yet unfortunately, these same companies will ignore the foundation of their SEO and conversion success—creating customer personas, developing a keyphrase strategy, and developing useful, keyphrase-rich content that helps prospects across the buy cycle and engages customers.

Instead, the content becomes an afterthought. The one piece—heck, the only piece—of a company’s marketing strategy dedicated to engaging with customers becomes, “Isn’t SEO content supposed to be stuffed with keywords in order for me to get a high ranking?”

And that’s sad.

Think of your SEO content marketing strategy as your online salesperson, enticing your prospects to learn more and communicating with your audience. Your SEO content strategy could encompass many things, including:

  • Product/service pages.
  • Blog posts.
  • Articles, FAQs and white papers.
  • Twitter tweets.

Every word you write is a way to engage, inform and, yes, sell. But most importantly, a content marketing strategy helps you communicate with your prospects on multiple levels.

Fortunately, some companies “get it.” Forbes reported in its 2009 Ad Effectiveness Survey that SEO (and yes, that includes your content play) was the most effective online marketing tactic for generating conversions. Furthermore, Mediaweek reports in its article, “Marketing Must-Have: Original Web Editorial,” how AT&T created more than 100 how-to articles targeted to small business owners. Paul Beck, senior partner and executive director of Ogilvy Worldwide, is quoted as saying, “Having a core content strategy is the secret to engaging an audience.”

And at the end of the day, isn’t engagement what it’s all about? The company that engages, profits. The company that doesn’t—even big-brand companies that dominate the brick-and-mortar world—get left in the dust.

My monthly SEO & Content Marketing Revue posts will show examples of companies who “get it”—and what they’re doing right. I’ll share what’s worked for companies like yours, as well as what to avoid.

Most of all, I’ll share how the right SEO content strategy can gain your company the SEO and conversion “win” you may have been missing up to now.

And I’ll answer your questions (because, yes, you will have questions,) showing you how to leverage the power of strong, customer-centered content.

Stay tuned. This will be fun. Promise.