Small Business Content Marketing, How Much is Enough?

Small Business Content Marketing, How Much is Enough?


Tim Barrie: That’s a really good question. So, let me repeat the question to get it right. These two things you’re basically
asking, one is how much content is enough, how any pages do you need to add to the website,
right? And the second one is how you come up with
all these ideas for different pages on website. Yeah, yeah. Thanks. So we’re going to talk about then is content. So, the best way I think there is to think
about a website in terms of content and why you need to write more content is thinking
about it in terms of the way most small business owners initially view a website and mistake
they make and a better way of thinking about the website. So let’s step back a little bit and go to
basics. Okay. Most small business owners will are…and
I’m sure there’s some people here that are going to resonate with this, you think, ah… I’ve got to have of kind of a website, I’ve
got to figure out how to do that. You’re going to find somebody to do the
website for you and they’re going to build the website, you’re going to think about,
okay I’m going to describe my company this way, and you’re going to put some stuff
on there. You’re going to get it all built, make it
look pretty, and you’re done. And that, you know, going back ten years that
amount of worked, but the problem is, what you basically created… actually there’s
nothing wrong with that… but you’ve got you’re going to understand what you doing,
which is when you do that, you’re creating a brochure for your company on the web. And that can work quite well if your only
priority is to be able to send people who already know who you are, who already contacted
you, maybe you’ve given them business card, and you’re sending them to your website. you’ll say: “Go to my website. It shows my business and I have a website. And you can make a list of your products so
they can see what other things you do, and why they should work with you. That’s okay. However, if your goal is to be visible on
the web, and to rank in the competitive environment of the online world, you’re going to be
competing with a number of other companies in your location, in your city, or suburb,
and what you want to do is you want to be at the top of that page…magic page 1 in
Google. What Google does is it rewards the website
that has the most interaction with clients. The That’s ‘stickiest’ is the term. In other words, assuming a client or a searcher
finds your website because he typed in, not the company name, but the key phrase of the
service they’re looking for. If they then go on that website and they’re
staying on it and don’t go back to the search engine looking for more, that’s a signal
to Google that your website has fulfilled the requirement of the individual searchers. Now, typically the way that’s achieved,
is by having some content on there that causes people to scroll down the page, or to click
on a link, or engages with that user in some way. Now, the most commonly asked question on that
point is: “what if I just want people to call me?” and that’s okay because if somebody
does a search, finds your website, sees the phone number, and picks up the phone and calls
you, they haven’t bounced, they haven’t left the website immediately, and they haven’t
gone back to searching, so that’s okay. The problem is, when you get a website that
is very light in content, somebody clicks on it, and it doesn’t really do what they
want, so they go back, and they continue to search. If that happens, that’s a negative indicator
to the search engine, so it’s true for Google, it’s true for Bing, it’s true for Yahoo,
and other search engines. If there is that negative signal, then you’re
going to get negative points, which is going to push you down in the rankings compared
to another site that does engage with the visitor. So the reason for your content, there are
two reasons. One is so that Google, Google’s algorithm
can analyze your site and learn what it’s about. Is it about the key phrases somebody is searching
on. Bear in mind you’ll have much have 50 hundred,
200 different key phrases for any given market, so you’ve got to have lots of different content
covering all that key phrases if you want to be visible for all those different key
phrases. And what you’ve also got to do the site
sticky, in other words, it’s got to engage the visitor in some way. Make them want to call immediately, or click
on something and learn something. And typically, the best technique for dong
that is to add useful information to a website. So, how much you need to add, how much useful
information you need to add is of proportional to the number of key words that you want to
be visible for, and it’s proportional to your competitors. So, if your competitor has more useful interesting
content on their site than you do, then you need to have bit more than they do in order
to out rank them and you need to that much stickier than the competitors. So how many pages isn’t really, there’s
no set number, 10 pages, 50 pages, 200 pages..it’s more than your competitor. And the content, but it’s no good to put
a bunch of garbage on there. What you got to do is your content should
be interesting enough to make the user read it, click on it, learn something from it,
or call you. Calling is okay too. There are lots of techniques for doing that. But the best way to think about how you can
add more content to your website is to think about the things clients typically ask you. So when somebody calls you on the phone, every
time you have conversation with a client and explain something to them, that’s your content. So the best thing you can possibly do is record
your phone conversations so that you can turn that into a “here’s the question, here’s
the author.” And that’s the page, or blog post. Depending on whether it’s kind of newsy
for the blog post, or its core informational and it’s a page on your website. One of the most, one of the best techniques
I’ve seen that works very well for a local business for creating content is to do features
on your clients. And that can be, so if for example, you’re
a specialist or a builder, and you’re building something for a client, that story of why
did they want that sun room or why do they want that wine cellar, or what motivated them,
what was interesting, what was the site like before, what was the room like before, pictures
of it? How did you go about designing it. Was their sketch, pictures of it, this is
what it like before? These are the different things we had to do
to this area, and look how beautiful it is and what the customer think of it? Pictures, one of the most compelling things
you can possibly do, it’s akin to a testimonial, is if you build something physical for a client,
then have a pictures of them proudly standing. I love y wine cellar, or I love my sunroom. Or I love my kitchen. Reorganization, or basement remodeling or
whatever it is that you’ve done. Well that’s my house, and I have new siding
on it. And that picture is much much better than
a picture that just shows a picture of a house with the changes on it because it’s like
a testimonial and you’re showing a happy client. And you’re going to write up that story
of what did you do, how did you do it, what materials did you use, why did you use those
materials, what features did you build in it and so on. Now these are great examples of when you’re
delivering a service, that’s physical, so not all services that people provide are physical,
so for example you are an attorney and you’re doing some kind of legal work for a client,
you can do the same thing, you don’t have to give away key issues, legal issues, but
you’ve got to get permission from the client. But you can still talk about, here’s a business
and what they want to incorporate, what were they thinking of. Where they going to incorporate from day one
or were they thinking about an LLC, what was in their mind, what is it they’re trying
to achieve with their business? You can do a write up on the whole thing,
and now that they are incorporated this is what their business looks like, isn’t it
cool? And you’ve just done your client a favor
when you do that type of client write up because you’re promoting them. You can send them links to their website within
that, it doesn’t hurt you in any way to send them links, but helps them, so you can
provide a service to help your clients. But that’s an enormous amount of content. Every single time you get a client buy something
from you , or work with you to achieve some end, you’ve got a story of, what were they
thinking, how did we arrive at the solution, or what does the solution look like? Each one of those stories can be optimized
for that service which is your keyword, and it can be optimized for a specific location. The location of the business, if your business
is B2B, the location of where that business is. So you then optimize the keyword in their
location. If you got 50 clients and there’re in there,
all in different locations in different parts in the city, or in different cities around
you, perfect! That’ll increase your visibility hugely. Same thing if you’ve got a physical product. The location and the service, keyword location,
because 1 in 5 searches now on the web have local intent. Meaning, there’ll put some kind of qualifier
to say, “I’m looking for somebody locally to me to provide this service. Most people if they’re looking for an attorney
for example, aren’t going to do a national search. If I’m from California, then I’m not going
to look for an attorney in New York. So they’re going to look for an attorney in
California or in the city that they’re in. And someone, if they’re looking for a local
builder, that’s what they’re going to do. There’s almost an endless amount because
every client that you get, I’m sure you agree, when you have conversation with them,
is unique. They’re going to ask similar questions. But you can redo the questions, phrasing it
slightly differently, and the answer and the conversation you had with the client on each
one, the trick is to track it. The trick is some kind of mechanism, as part
of your regular business process for interacting with clients so that you keep track of all
of these different conversations. But I guarantee you, if you do a page for
each client, you’ll have hundreds of pages over time, and you’ll have huge deep content
that will be very interesting to somebody else. Because whatever the question is, whatever
the solution is, that that particular client wanted, it’s going to resonate with somebody
out there, so you have a list of all these types of services that you provide or from
the client point of view. And that’s an addition to the core pages
that you create, that at a high level describe what your service is. So it’s not only is it adding more content,
but it’s making it real because you’re talking about different clients and different
solutions. So that’s by far one of the best techniques
I’ve seen and we’ve implemented for increasing the amount of content, highly interesting
content, content that engages with the clients and content that enables us to optimize and
help the clients be much much more visible in the search engines for tons of key phrases
in their local market.

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