Last month, I wrote a post about content marketing and the need to view SEO activities from a broader perspective; more than simply:
"What can I do to get to the top of Google?"
Yesterday I read a post which focuses on Content Marketing for Manufacturers which highlights the point beautifully. On the face of it, the article is talking about writing content for SEO purposes, but it also suggests that the focus should be on a subject likely to be of broader interest to your audience rather than simply content relating tightly to your product or service. One example used is a manufacturer of environmentally friendly PVC tubing; should they maybe focus content on “What kind of PVC is best for schools?” rather than the more traditional SEO keyword approach using “low-VOC materials”.
Good content marketing demonstrates your expertise
By creating and promoting content about wider subjects, you are telling youe readers that you really know what you are talking about, and are there to help them make the best decision. You aren’t simply trying to sell them something. This is a much stronger message in the context of positioning your brand. Taking this approach will help you to build a following who know and value you (which can be nurtured through other channels like email & social media). These contacts are much more likely to respond when you do present them with appropriate offers for your products and services. They are also much more likely to contact you when they have a requirement. All round content marketing is a better solution than a strategy that simply relies on people happening to find you on Google when they have a need. From an SEO perspective, relevant content marketing is far less likely to be impacted negatively by changes in Google’s algorithms, as this high quality content is exactly what Google wants high up in its search listings.