Building Web Content vs. Traditional Advertising – How to Explain to Your Boss or Prospective Client(s)
One of the biggest challenges you will probably face is
trying to explain the virtues of building content over traditional advertising
to a boss or prospective client. Let’s face it, most businesses are experts in
their respective industries, not search engine marketing.
Many people still think advertising first- be it online
through pay-per-click ads or more traditional means like direct mail, radio/TV
and more.
How can online marketers effectively communicate the value
of content marketing over traditional advertising?
Considering many still cling (…perhaps stubbornly) to the
notion that advertising is the only way, it can be difficult to convince them
otherwise.
Here are a couple of lines you can throw:
1.
Discussing the value, content you create for
your website has a much longer shelf life at a much lower cost. It can be
re-purposed and used over and over again. More content leads to more traffic
and engagement online.
2.
Speaking of tone – traditional advertising
shouts at prospective clients while web content pulls up a chair and chats. Web
content offers a more personable tone and leads to meaningful conversations and
relationships.
Other reasons/benefits you can provide include:
To further bolster your case, provide examples of websites
who’ve implemented a good content building plan and show your boss/prospect
data about traffic, conversions, bounce rate and more. Show them how over time,
websites can get a steady stream of increased visitors that stay on the site
longer and end up clicking buy, filling out an e-form or making a call.
Providing these reasons along with strong data to back it up
will certainly go a long way toward convincing skeptics of the value of
building content on their websites.
Stone Reuning is president and founder of SEO Advantage, Inc., an online marketing firm and website optimization company that helps businesses turn their websites into powerful lead and revenue generation tools.
Beginning with a focus on search engine optimization in 1999, SEO Advantage now brings a full multi-disciplinary approach to each client website. Clients enjoy dominance on Google, Yahoo and Bing through a suite of unique pay-for-performance search engine optimization and online marketing services. Experts in SEO, social media optimization, online reputation management, and website conversions work hand-in-hand with small business owners and client marketing departments providing complete copywriting and creative web design support.
You’ll find SEO Advantage referenced in books such as Writing Web-Based Advertising Copy to Get the Sale and the BusinessWeek bestseller The New Rules of Marketing & PR, as well as popular ebooks like The Small Business Blogging Blueprint.
“Let’s face it, most businesses are experts in their respective industries, not search engine marketing.”
I don’t know if I’m just really unlucky but a lot of my clients talk to me like they’re the “expert.” There’s some great tips in here I’m going to use next time a client is short with me about their SEO strategy.
Yes, this technique works, I can confirm that. I use content building since 2 years or even more as main SEO strategy and the results are very good. However, there is necessary pretty long time to see its effectiveness and probably this is the reason why many search optimizers hesitate in recommending it to their clients.
Publishing quality content also helps present the company as an “expert” in their given industry. They already know they are, but content marketing lets everyone else know it. This helps builds trust and strong reputation with their consumers.
Absolutely – publishing quality content is key to succeeding online. That’s really the only way for a site visitor to determine the quality of the company they’re looking at. Since it’s impossible to speak with an online retailer/business face-to-face (…in most cases), informative content is the only way to build a rapport and trust in your business
Read by small business people, our newsletter delivers a digest of articles from the top search engine marketing experts. You will learn about:
Our newsletter is the perfect way to stay up to date with all of the latest trends, events and techniques in using search engines to grow your business and make more sales. Subscribe here. Your email address will NOT be given to third parties.
FreeFind Site Search Engine – FreeFind adds a “search this site” feature to your website, making your site easier to use. FreeFind also gives you reports showing what your visitors are searching for, enabling you to improve your site. FreeFind’s advanced site search engine and automatic site map technology can be added to your website for free.
Buy UPC Codes
Get your products listed online!
Search marketing information for small business owners.
Fetching the best small business news.
A friendly place to share small business ideas and knowledge.
Small business support through education, resources and community
The directory of the best small business sites and tools.
Copyright © 1998 – 2018 Search Engine Guide All Rights Reserved. Privacy
Research & References of Building Web Content vs. Traditional Advertising – How to Explain to Your Boss or Prospective Client(s)|A&C Accounting And Tax Services
Source
0 Comments
Trackbacks/Pingbacks