Anyone savvy in the arena of “new media” will tell you that content is the way to get you found online. We have posted a few articles already on the importance of creating writing and media that’s engaging and meaningful, but the crux of your site must really rely on cornerstone content to take advantage of SEO and lead generation potential.
Defining Cornerstone Content
Cornerstone content, also referred to as flagship, is basically the elevator pitch for your product. It’s what you want your potential customers to focus on when they land on your site, and everything that’s on each of your interior pages should somehow refer to it. It needs to be well-presented and can work effectively as a conduit to connect all aspects of your inbound marketing strategy regardless of the medium, whether it be through social media, email campaigns, and the like. It’s not extremely different and is inherently linked to your Call to Action (CTA).
How It Helps You
It’s an extremely competitive market regardless of the business you’re in, so capturing attention and highlighting what makes you different is vital. Your blog and your company bio is important so prospects can relate to you, but every viewer immediately needs to know “what’s in it for me” in order to give you even a chance. Cornerstone content feeds this need, and more importantly, is imperative for SEO. Search engines, when calculating their rankings, use your website but more focus on pages (like this one!). So, think of keyword volume as not being accumulated throughout your site as a whole, but on each individual URL. Cornerstone content is specific and dedicated to the page you’re working on, but still contributes toward your umbrella strategy.
How Cornerstone Content is Different
To this point, it just seems like there is no different from using keywords on pages to attract attention, which is already a part of 100% of inbound strategies. Rather than the mission being to draw viewership, it interests prospects by telling who you are, the specialties of your product and essentially, why you’re worth their money as opposed to the next site that offers the same services. You want to advertise why what you’re offering can’t be found anywhere else because you are an individual brand. Prove you’re an expert.
Using Links to Keep Your Site Updated
Some of the older media on your website gets pushed back in favour of the new, but there may be some important cornerstone content that you want to keep relevant. Posting hyperlinks inside the new pieces to the old will keep them in the loop. When you prove that your site is really worth viewership, you’ll also receive “word of mouth” links, which can be valued more than gold. Those are links that people post on their own site that lead to your cornerstone content because they want to share who you are. That’s why it can be so vital! Third-parties won’t be motivated to post solely about your product (unless it is that amazing, which is completely feasible). But they will be if it’s a product provided by the right people.
Developing Your Basis for Cornerstone Content
I used the term “elevator pitch” earlier, and that’s exactly where you want to start. Pretend a client cold calls you and you’ve one minute to convince them to buy what you’re selling.
Firstly, develop a number of keywords that are specific to you and your product. They’re unique because they’ll prove you’re an individual, but not so unique that you won’t get found. Secondly, the headline in your cornerstone pieces should include the targeted keyword, but wrapped in a way where a prospect’s question is still answered.
For example, if you’re selling well-constructed, quality fireplaces, you want to avoid:
Why Our Fireplaces Are Quality and Well-Constructed
This is GREAT for content, but this headline isn’t exactly attention-grabbing enough to have a user take the time to view. How about:
Quality Materials, Care, and Craftsmanship in Every Fireplace
Even reading those side by side, doesn’t the second seem a little more enticing to you? THAT’s cornerstone content.
In short, remember to use a variety of links to keep your information current, even to the point of using sidebars and widgets. Almost like writing a paper, your cornerstone content is your thesis, and your writing is the arguments to what makes you the person you are, and how that makes your product great.
What kind of cornerstone content has caught your eye, and what made it noticeable?
via Miin™ Magazine http://magazine.miin.co/creating-cornerstone-content-for-inbound-marketing/?pk_campaign=feed&pk_kwd=creating-cornerstone-content-for-inbound-marketing
