The title should be “How to explain content marketing to someone who doesn’t consume content.” But that’s a bit too long for a title. So, here’s what inspired this post. Recently two friends who own growing businesses, both with more than 100 employees, and sales in excess of 10 million per year asked me to explain content marketing. The other thing both have in common is neither is social media savvy. Nor do either spend much time on the interwebs. However, both have professional websites, but leadership has little to do with either site. So, how do you explain content marketing to someone who doesn’t consume content?
The Simple Version of How to Explain Content Marketing to Someone Who Doesn’t Consume Content
I began my explanation by asking each why they had a website. Both answered nearly the same mentioning lead generation, branding, and connecting with existing clients. Next, I told them the best place to hide a body was on the second page of a Google search because nobody goes there. I explained that one of the ways to improve SEO (Search Engine Optimization) is by regularly publishing new content on their website. Google looks for and ranks content. Websites shouldn’t be stagnant they need to be fluid. A good website offers fresh, useful information geared to the organization’s audience, and not only do customers and site visitors appreciate this, but it also affects Google rankings.
Content, SEO, and All that Kinda Stuff
I can talk until I’m blue in the face about quality, useful content, “When consumers open your content to disappointment, they don’t follow through browsing your website. Their journey is over. Content that disappoints the consumer is bad content.” — Content isn’t King — Usefulness is.
We could chat about the importance of following SEO best practices, 5 Simple Ways to Better SEO from Your Blog.
I could go on about site layout, speed, time on pages, inbound and outbound links, and mobile accessibility but here’s my point, none of it matters, not one bit of it, if you’re not publishing new content. So, how much new content? I told both my friends to publish at least one new post per week. One a week is a good start, and it’s not a daunting task such as a five new posts per week plan that ends up being abandoned.
“For SEO, in terms of capturing the most traffic, more posts is generally better. According to research from HubSpot, companies that produced 16 posts or more every month saw more than four times as much traffic as those who posted between 0 and 4 times.” Forbes — How often should you update your blog?
So, What Is Content Marketing?
At TKO we began with one new post a week in 2010. By 2014 we were posting six new pieces of content per week, blog posts, videos, case studies, and a couple of eBooks. We didn’t do it overnight. Today we publish on three websites, get more than 10,000 visitors a month, and have published more than 2,000 posts.
My simple explanation was that without new content google loses sight of your website, visitors stop visiting, and your site languishes on the back pages of a search. Both understood the importance of content. One promoted an employee to take over social media and blogging. I’ve been advising her. She wrote the first post for her company last week. My other friend is researching hiring an agency. However, regardless that content creation will be outsourced by one company and done in-house by the other the important point is both understood the importance of content marketing. So, does your team understand the importance of content marketing? Do you? If you’d like to talk about it leave me a comment.