Content creation and content marketing are all the rage. They're in demand. They're hot, heavy, and happening.
Google's all over the concept of top quality content: it's rewarding high search rank to sites that offer reliable articles, podcasts, white papers, videos, webinars, and news releases.
Forward-thinking companies are also on board: they're posting original, valuable content on credible third party sites in an attempt to drive back-links to their own sites, lift B2B lead generation, and improve marketplace familiarity with their products/services.
While content creation, content marketing, and content distribution are effective techniques to ramp up awareness of your solutions and increase incoming leads, there's a secret ingredient in the recipe that's often disregarded. It's an oh-so-simple enhancement that - if strategically implemented - could turn your content creation and content marketing efforts into a 24/7 thievery machine that siphons off your competition's potential sales.
It's SEO-ification of your multi-media content, and here's how to do it:
1. Research the keywords that your customers would use when they're looking to gain information about, or to buy, your product/service. These "bling" keywords could be found by consulting with your sales team - particularly the folks in the field - who would ask their clients the exact words, phrases, and strings that they type into a Google or Bing search field when they're in buy mode.
2. Compile an inventory of your sales force's blingiest keywords - let's call them your "uber-bling" keywords - and sprinkle them (where it fits) throughout the body of your to-be distributed content.
Once SEO-ified, your distributed content will appear in listings when the uber-bling keywords that you've inserted are searched. This would not only deliver instant search rank for the content, it could also divert traffic from your competitors' sites (that happen to include the same uber-bling keywords in their site copy) directly to yours.
High quality content that has been carefully created, marketed, and distributed is exactly what Google and potential customers are on the lookout for. The same high quality content that has been SEO-ified with the right uber-bling keywords can also turn your competition's prospects into your customers.
Google's all over the concept of top quality content: it's rewarding high search rank to sites that offer reliable articles, podcasts, white papers, videos, webinars, and news releases.
Forward-thinking companies are also on board: they're posting original, valuable content on credible third party sites in an attempt to drive back-links to their own sites, lift B2B lead generation, and improve marketplace familiarity with their products/services.
While content creation, content marketing, and content distribution are effective techniques to ramp up awareness of your solutions and increase incoming leads, there's a secret ingredient in the recipe that's often disregarded. It's an oh-so-simple enhancement that - if strategically implemented - could turn your content creation and content marketing efforts into a 24/7 thievery machine that siphons off your competition's potential sales.
It's SEO-ification of your multi-media content, and here's how to do it:
1. Research the keywords that your customers would use when they're looking to gain information about, or to buy, your product/service. These "bling" keywords could be found by consulting with your sales team - particularly the folks in the field - who would ask their clients the exact words, phrases, and strings that they type into a Google or Bing search field when they're in buy mode.
2. Compile an inventory of your sales force's blingiest keywords - let's call them your "uber-bling" keywords - and sprinkle them (where it fits) throughout the body of your to-be distributed content.
Once SEO-ified, your distributed content will appear in listings when the uber-bling keywords that you've inserted are searched. This would not only deliver instant search rank for the content, it could also divert traffic from your competitors' sites (that happen to include the same uber-bling keywords in their site copy) directly to yours.
High quality content that has been carefully created, marketed, and distributed is exactly what Google and potential customers are on the lookout for. The same high quality content that has been SEO-ified with the right uber-bling keywords can also turn your competition's prospects into your customers.
About the Author:
Rafe Gomez is a principal at VC Inc. Marketing, which provides messaging, strategy, and SEO B2B lead generation/content marketing/p.r.services to companies across the U.S. His work has been featured in a variety of media outlets, including Fox News Channel, MSNBC, PBS, Gawker, Brandweek, CBS Moneywatch, Adweek, the American Express OPEN Forum, FoxBusiness.com, Yahoo! Small Business, Entrepreneur Magazine, Direct Marketing News, and The New York Daily News. Follow him @vcincmarketing
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