Why content marketing is so important
Content has always has been the primary method for selling products and services online. It’s how you attract new potential leads, how you convince them that you are worth listening to, and eventually how you make the sale. Content comes in many formats and varieties. Here are a few of the most popular include:
- Blog posts
- Special reports and whitepapers
- Sales copy
- Email newsletters
Great content allows you to become a leader in your industry, and gain the trust of potential buyers. It allows you to “sell without selling” which is one of the keys to bringing money into your business.
Regardless of the type of content that you focus on, one thing has become very clear over the past few years. Quality rules… If you are producing second-rate content you’re just wasting your money and time. It’s a worthless strategy.
The rules have changed… It’s all about quality
Not too long ago, if you wanted to rank for a keyword on Google (thus creating inbound traffic and leads) you could throw up some keyword-driven articles onto a site, get some low-quality links to the page and it would rank fairly easy.
There were people who made millions with this model but in early 2011 things began to change with the release of the Google Panda update. To make a long story short the Panda update looks for low quality content and discredits that content and, at times, the entire site. You can read the more in-depth version here – http://en.wikipedia.org/wiki/Google_Panda
In short, Google is making it harder to rank in the search engines, and they are making it harder on purpose. Since 2011, Google has been rewarding more and more those sites that are pushing out quality content on a consistent basis.
This is great news for you because it pushes out all of the spammy, worthless content. You no longer have to worry about getting outranked in the search engines by content that is not as good as yours. All you have to worry about is getting content on your site for the right keywords.
Why content is the best way to drive potential clients
As I write this, it’s April 21st, 2014. Fourteen days ago I published a post on the hubstaff blog about how freelancers could close more clients on Elance by taking skills tests (one of our target markets is freelancers).
Today that very post ranks number one for “closing clients on Elance” and on the second page for “getting clients on elance” and several more.
This post is an asset for the Hubstaff blog. It’s an ongoing traffic stream that will continue to send traffic to our blog for as long as it’s operating. Last week, this post received 37 unique clicks from Google organic….