It shouldn’t take long for you to realise that businesses with more effective ‘doorways’ can cream their competition by using the more successful create-to-publish model.
(PRWEB) July 13, 2013
In his latest tip sheet bulletin titled Content Marketing Is The Way Forward For Fast Small Business Growth, Gollan insists companies these days have to think about creating multiple doorways to drive more leads to their business via content marketing.
There are two main models of content marketing – pay-to-promote and create-to-publish. Many businesses are currently engaged in the former while it is the latter they really need to focus on in order to move forward, he insists.
Pay-to-promote is the field of yellow pages and local newspaper advertising where companies were allocated an agreed space and the publication created their advert for them. The internet has changed the game, of course, with companies now offered a myriad of online marketing opportunities, one of which is content marketing.
Business coach Gollan explains: The control shift changed too from the advertising medium which owned the channel (ie Yellow Pages, local newspapers) to the consumer who could easily do his or her own research via the internet and compare products and companies (thus educating themselves prior to making a purchase). Today consumers find information under what has been termed create-to-publish marketing. They do this by googling or looking at a company’s Facebook or Twitter pages, Pinterest or YouTube.
Established businesses need to spend time themselves or look to bring on new people either internally (staff) or externally (consultants) that can help them with the content creation and publishing of it through all the various channels - blog, social media, press releases etc, says Gollan.
But he warns: “If you employ or contract people to help you with the content creation be sure that they’re well qualified and the content they produce is high quality. Don’t cut corners on this one. You don’t want second-rate content that closes doorways and doesn’t encourage shoppers to come in.”
Top Australian business coach Gollan goes on to provide two essential tips when it comes to content marketing creation:
- Make it easy for consumers to like the business. In other words create content they’ll find useful, such as useful tips and advice, amusing anecdotes or simply engaging articles and blog posts.
- Optimize content. Remember to add keywords, phrases and localize content where possible. In this way search engines will promote the website further up their page listings and make the business far easier to find online.
A good analogy is to think of each piece of content a company produces as a ‘doorway,’ says Gollan. The more doorways to a business there are the more potential customers will find their way in to buy.
Companies can achieve this by building more pages on their website or by creating a blog where content is regularly updated. Both expand that company’s internet footprint, as do social media marketing channels such as Facebook, YouTube, LinkedIn, Pinterest etc, said Gollan.
He added: “It shouldn’t take long for you to realise that businesses with more effective ‘doorways’ can cream their competition by using the far more successful create-to-publish model - especially if your competition is still only relying on their 10 page website and no or poorly maintained social networking pages. And it shouldn’t take long to notice that difference either.”
In conclusion Gollan says businesses must create content that shoppers find engaging. That means revealing their expertise and passion for their subject matter. That content should also be dispersed as widely as possible online to allow it to be picked up by many potential customers.
Companies still not convinced by the need to focus on create-to-publish content marketing only need check out the major players in their sector. Then they will see how these industry leaders have a presence on most of the major social media channels, as well as plenty of engaging web content combined with a regular blogging schedule.
More succinct and easy-to-administer business coaching tips can be found on Gollan’s website.