For some years now when we would suggest to clients they needed a blog or website and they needed to generate content, even in the form of press releases, it fell on deaf ears. And for good reason, there was no real guarantee that this content was going to be seen by anyone. Just because you had a website or blog didn’t guarantee you visibility.
Back then, SEO was all the rage with truly skilled SEO ninjas who could massage the meta data and buy links from brokers as well as cloaking content. It did the job and got their clients on the first page of search rankings. But things have changed.
In 2011 Google rolled out the Panda update and then in 2012 the Penguin update which are algorithms to help fight this so-called black-hat seo. Websites now are rewarded for content, not keywords and shady ways of displaying content. It has made us rethink our website and social media as interactive and two-way where our customers and clients come to us.
Websites used to be part of the traditional outbound marketing space alongside advertising and direct mail, it has now moved squarely into the inbound marketing space. Some will argue against this but for most small businesses it was a build it and they will come mentality. Discussing this topic is a whole other blog post.
What is tripping up businesses these days is the idea that with content marketing they have to produce content every day or at least every week.
If there is not someone on staff who can generate content or at least someone who can guide the content creators then the company must go outside and hire an inbound marketing consultant or agency.
Here’s the thing, you have content at your company. There is a story about a client or a how-to that can make your clients job easier. There are atta-boys and stories that relate to your clients market. All content that you want to share. How you share it is the fun part.
Take a look at this info graphic created by PRWeb. The matrix will give you a good idea of what will be easiest to produce. According to the matrix social media is the easiest. You could share that same story as a blog post, audio podcast and video. The story is the same, just the production changes.
So what is holding you back from generating content? Your competitors are already doing it.