First-hand experience coupled with the availability of new research proves my theory that search and discovery is increasingly more important in today’s online world of business, and it should be a primary focus for any local business marketing strategy. The lack of a strong search and discovery focus can literally be the doom of any local business, because if consumers can’t find your business online, then it means they’re finding your competitors’ businesses instead.
One key component of a search and discovery strategy to ensure you’re local business is found online is building in a strong content strategy. Studies indicate that content is one of the most important elements of any online optimization. Without an effective content strategy, it’s harder for your local business to get found, and even if you’re found, it will be hard to hold a visitor’s attention which means a higher bounce rate and less repeat visits and referrals.
What defines a powerful content strategy?
Consistency and frequent engagement. You want to create newsworthy content and post it at least once a week. Be consistent, and post per a regular schedule so your readers know when to watch for your content.
Diversification. Create a strategy that includes a variety of online content, including blogs, microblogs, videos, webinars, presentations, images and articles. By diversifying, you’ll be targeting different audiences drawn to different types of content, as well as using different techniques to capture the search engine’s attention.
Utilizing keywords and GEO modifiers. Keywords are at the heart of search engine optimization, so you want to be sure to use them throughout all of your online content with one to two percent keyword density. You also want to use geographical, location based tagging and keywords when possible given that search engine algorithms are constantly being enhanced to provide local search results.
How can you develop powerful content?
Ask for ideas. A great way to provide content your audience is looking for is to ask them what they want to know about, see or read, or ask for ideas from your employees, associates, etc.
Reuse, or repurpose, content. You likely already have a ton of offline and online content to draw from and repurpose. Take a presentation and create some blogs posts for articles with it, for example. Or take a blog post and create a mini presentation or video based on it. Create online content from offline content, as well. The possibilities are endless.
Create an Editorial Calendar. A simple editorial calendar can to wonders to help you stay focused and on track when it comes to scheduling and posting content for your local business. You can include dates, times, the type of content, and where you’ll post the content to as a good starting point.
Content is inexpensive, but can be a game changer when it comes to doing business online. Put an aggressive content strategy in place, and stick to it so you can be sure to get found by your target audience online and hold their attention at the same time.
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