Cracking content marketing

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Why am I writing about this?

I am not an expert in on-line marketing, but some discussions I had with a group of people recently emphasised to me that so many people have absolutely no idea how to market their business. They have a business name and they then wait for their network or their network friends to bring them work.

Why should people trust them to do the work? Do they have a track record to point to? Many people seem to think it is sufficient to put up a sign, real or virtual, and then wait for clients, customers, punters or whatever they call them.

It’s no good being anonymous

Many small traders and especially consultants do not appreciate that they need to have a website. Some of course have great expertise in their field but are not web-aware. We know that these days when thinking of taking on a new supplier, so many businesses type the name into Google or even Yahoo (you can get different and interesting results) to find out a bit more. If the business they are searching for is hard to find, or the website if it exists is lacking on information beyond some past career as an employee, no potential purchaser is going to latch on and think about hiring the business or the consultant as a supplier.

Demonstrate your expertise

One of the distinctly web-aware guys in that group I was talking to said that one site he ran for consultants had 8,000 hits a month, which is of course great. However, my immediate thought was, how many of these hits actually led to an enquiry from a prospect to one of the consultants? My guess was hardly any, because what the website does for the consultants is list past experience and services offered. The current format has no room for demonstrating current experience and the consultant’s knowledge of their industry issues right now. That is not to say that the site is no use, but it needs to offer a click-through to a place which is really informative.

Prospects don’t want to know what you have done. They want to know what you can do for them.

Confession

I have a confession. One of my websites has not nearly enough hits as I would like. I need to work on driving more traffic. However, my articles on the site offer very specific information on current tax topics dear to the hearts of many people today, such as lettings and property investment issues as well as (sadly) redundancy and taxation of leaving payments.

The articles contain relevant key words for popular searches, not deliberately but because they inevitably will. I believe they do demonstrate that I know what I am talking about, and the enquiries I get from prospects as a result their arriving on my website are likely to lead to business because the prospects have already qualified themselves with their interest.

Technically in SEO-speak I believe I am utilising almost incidentally the “long tail” in attracting the clients I want. More traffic always helps, but the traffic I get is really good quality for me.

Am I giving away my knowledge for free?

I don’t think that sharing my knowledge with readers will really encourage them to rely and act on the bare essentials because they must know that I cannot cover all the kinks which they would need to know to avoid trouble. I tell them enough to make them sure that they need me and it would be dangerous to act on their own.

There is a school of thought that my “competitors” might steal some of my expertise. I don’t believe this. Most of them have the knowledge. Some will know that they need my help, so that will mean more business for me, and they will become colleagues. What the “competitors” mostly don’t have is the energy to market in the same way or to borrow my turf.

Go for content

I am not a marketing expert. If you are still worried about someone stealing your stuff find out more about why it doesn’t matter.

What you have to do is write though. If you would like someone to tidy up your article copy before you post it, ask me.  Oh yes, that is another of my businesses, and I enjoy writing and have colleagues who do too. In fact I enjoy all my business activities.

Content marketing is great because it is writing about what you know. Start writing now!

I hope you find this piece useful. Please tell me if you do.

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Comments

  1. Good article Jon, the competition are nothing to worry about as we both know.
    Am also a big fan of Marcus Sheridan and love his writing style 🙂

    This type of post is a great addition your your usual thought provoking pieces 🙂

  2. Thank you, Sarah. I think so much expertise is being wasted because people don’t know how to market their businesses or want to step out of their comfort zones. Yet no one should feel uncomfortable writing about what they know.

  3. Jon, this was great man, as you know my feelings on this matter—Businesses can’t possibly share enough!

    Thanks for the mention bud.

    Marcus

  4. Thanks very much Marcus. I enjoy your blog and like your ideas.

    So many businesses wait for something to happen rather than using their energy to market themselves and get more sales, perhaps just by writing about what they know.

    Thanks for dropping by.

    Jon

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