Articles and Blog Posts are Supposedly the “Pure” Content Aspect of Content Marketing, but You Want to Market as Well, and So Far Your Content is Attracting Prospects Like Boiled Cabbage Attracts Lions
Content does not sell by itself. I hope I’m getting that idea across.
Yes, articles on your website and posts in your blog should give lots of valuable, interesting information, but they should be strategic.
Using website articles to sell is nothing new. “Content is King” has been an online mantra since 1995.
Don’t Depend on “Traditional” SEO
For two decades it’s mainly been used to attract search engine traffic.
SEO experts did keyword research to find the words and phrases people used to query the engines.
Then they created doorway pages optimized to make that page rank highly for that keyword.
Google has been fighting against that and other ways to manipulate results for nearly 20 years.
It’s heading for what some call Latent Semantic Indexing. That is, it will display pages not based on keywords, but just what they are about versus what it believes the searcher is asking for.
Although some companies still mass-produce articles around keywords, it’s a long-term loser strategy. Google is hip to it, and actively seeking to improve their technology to simply ignore it.
That doesn’t mean you shouldn’t aim for traffic from the search engines, just don’t expect it to come from individual pages or posts “optimized” for particular keywords.
Write the Quality Stuff Your Prospects are Looking for
Then it will automatically contain the necessary keywords, because that’s what the article is about.
Your website must answer the questions your prospects and customers want to know.
You must talk about your products and services, especially using words the average person understands. When you use the vocabulary of your niche, your industry and your customers, you have the best chance of matching your information to Google searches.
What Jobs You Want Your Content to Accomplish
1. Answer customer questions about your products and services.
2. Give prospects context to understand how great your products and services really are. If you have a Tesla while your competition has a Chevette, explain the difference.
3. Set criteria. That’s explained more in the free report Make Your Content Sell.
4. Explain how your product fits into the criteria your prospects have.
5. Answer the most difficult questions. How is your Vitamin C different from a 1,000 other brands of Vitamin C?
6. Make an emotional connection. Most articles or posts or videos that are shared on social media arouses people’s emotions, mostly in a positive way.
7. How you price your products and services.
8. How to solve common problems people have with your niche.
9. Overcome objections some prospects may have to your products or services. For instance, an article on how people could benefit from exercise no matter how old they were could motivate somebody to hire a personal trainer even though they’ve been telling themself that, at age 85, they’re too old.
In effect, many good articles or blog posts are like side bars to the sales piece.
10. Comparison articles.
11. Problem articles
For all these reasons, short “SEO” articles churned out by the dozen by writers who don’t understand inbound marketing and wouldn’t care if they did . . . don’t work.
You need powerful, interesting articles that engage your prospects in a positive way.
* Knowledge of your buyer persona(s)
* How the topic fits into your overall strategy
* Indepth research into the specific topic
* An article or blog post covering that topic from 500 words (less than 500 is probably pointless because search engines prefer longer articles) to 2,000+
* A main keyword
* Meta description
Turn me loose so I can get started attracting the prospects you deserve, today.
When my schedule fills up, it’s full.
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Interested in increasing your sales?
Ready to create an inbound content strategy?
Need blog posts, sales letters, emails or other sales tools?