Why does a ten second video of a cat jumping out of a box go viral, while thousands of other videos barely get five views?
Because it’s the right content for millions of people who want to watch cats.
In our last post, we discussed the first steps in using search engines to help your business. But having an up-to-date website simply isn’t enough. Producing great content is a must, but not just any content will do.
You can’t expect a few pages displaying your products and/or services and maybe a 30 second marketing video about what you manufacture to get you on Google’s good side.
Creating The Right Content
How do you know what the right content actually is? Different content works for different things, and that content can be very tricky. Especially in a crazy fast industry like marketing.
So, we recommend creating relevant content on a consistent basis. The more high-quality content you put out, the more Google will adore you.. There are many different and effective ways manufacturing marketers do this, but our favorite is creating a blog on your website.
Something to keep in mind when planning your content: Your focus should center around your target market.
For example, if you manufacture chain-link fencing, we recommend you create content that talks about fencing! Your content should focus around the different types of fencing, why chain link is the best, about the process of building a chain-link fence, or even use a video of different employees racing to climb a fence the fastest! Unique, but relevant content, is what you want to strive for.
Time to Get Social!
Now it’s time to discuss using social media to drive your content, and knowing which social media sites are best for your business can be tricky. For marketing purposes, manufacturers should have, at the very least, Facebook, LinkedIn, and a Google+ account.
Regular social media posting will not only help generate leads, but drive more traffic to your website. Google also loves to see your business engaging with your audience. Follow up when people comment on something or mentions you in any way. Reply to questions quickly and thoroughly.
We have found that posting educational and helpful information that people want to share, as well as, content that is humorous, engaging, and even a bit controversial is content with a purpose. Just make sure your content fits the best interests of your target market.
If They’re Happy, Google is Happy
Google is all about making people happy (even in a complicated way!) So in turn, they want you to make your clients/customers happy. And you do that by providing them with relevant and compelling content.
Now, with that being said, we can’t stress enough the importance of creating content for your specific target audience and not for the sake of Google’s happiness. Which we see a lot of, unfortunately. Don’t create content in an attempt to specifically please Google. Contrary to what some people think, Google considers that shady SEO practices and will punish your business for it. I know, they’re finicky aren’t they?
For more tips on content and making Google happy, download our “Inbound Marketing Checklist” by clicking the link below.
To Your Inbound Marketing Success!
~Brodie
