Is Your Content Too Focused?

Is Your Content Too Focused?

Any SEO strategy hinges on offering relevant, valuable information. But that might not mean what you think it does.

According to the Todaymade blog, web content marketers gravitate toward discussions of their core businesses. "But the challenge that we all have in marketing is moving past those spheres of immediate influence to some of the more expanded topics that our customers really care about," they note.

To illustrate their point, Todaymade uses the example of Joe, an independent retailer who sells shoes and athletic goods. He has a competent website that lists his products and includes friendly touches like photos of his employees.

Customers rarely use the site to make purchases, however, and Joe only keeps it going because businesses today are supposed to have websites. He has a Facebook page for the same reason, and receives only a smattering of likes when he posts new content every week or so. As far as Joe can tell, his online presence has a negligible impact on sales.

"But what would happen if Joe started expanding his core?" Todaymade asks. The key to increased response for Joe, they say, is to stop talking exclusively about his products, and start talking about how his products are used. He could, for instance, blog about:

• Favorite running spots
• Current running and training techniques
• Options for monitoring heart rates and measuring distances

And his social media strategy could include:

• Mapping out jogging paths
• Organizing group runs
• Supporting athletic events

By expanding beyond his content core, Joe could create a thriving online presence that generates trust and—importantly—ranks well.

Conclusion: Put yourself in their shoes. When you produce content, instead of just talking about your products, expand your message to express how your readers are using them in the real world.

Have a Happy Thanksgiving and safe travels to everyone over the holidays

If you would like to talk more about how to effectively develop your email programs to help build your business grow, please give me a call at 440-519-1500 or e-mail me at john@x2media.us

X2 Media can help you target your content and get your message to the audience in a way that it is not only seen and heard, but remembered.

Until next month….remember, “you don’t get a 2nd chance to make a 1st impression”. Always make it a good one! From X2Media I would like to thank you for your time.

John E. Hornyak 
X2Media, LLC