Are You Broken Down on the Hard Shoulder of the Content Highway

I think a lot about the elusive great piece of content that one day I am going to write. Hundreds will share it. Thought leaders will quote it and for years to come it will be linked to organically.

Most people who create content aspire to creating such a piece.

All too often however I don’t even write one word. But I do drag my ass to the keyboard now and then and pound out 4–500 words like what you are reading now.. Copyblogger is safe for the time being.

One of my biggest frustrations is when people write nothing new on their websites — ever.

They just put up some old shite about the business, some half hearted blog posts and then leave it rot. They don’t care about Internet Marketing at all. More often than not they just tire and don’t see the value.

They don’t realise it just takes one visitor to read what you have written and be convinced to become a client or even a lead to possibly become a client.

Internet marketing can be like shouting into an empty cave with not even an echo of feedback. I understand that but you shouldn’t and can’t give up. This is the age of the Apple Watch where people won’t know or care what a real book or paper is any more. How did that last Ad go?

Its OK to start and stop. To try a new channel and give it up. What is unforgivable in todays content age is to do nothing at all. Dont give me the “its not for us “ shite.

Sure you may still have a flip phone and think Facebook is for raving loonies and Twitter is full of cranks and Linkedin is just people artificially inflating their achievements. Perhaps.

But there are millions of people using these and many many other social networks. I got one of my biggest eCommerce jobs a few years back from StumbleUpon (I still can’t find the piece!)

Your 5 pages of blah won’t convince them to buy your product, service, or pick up the phone to call you.

You won’t notice the difference now but over the next few days, months and minutes other people will be taking over your niche. They probably don’t have a better product (they might!) the probably aren’t even as experienced, established or as pleasant as you. But their clients don’t know you exist.

Woooo you may say listen to him with his prophecies. Where’s your Jaguar outside the door?

About 10–15% of my yearly business comes purely from social media. I don’t rant on about web stuff or Internet marketing although I do share a link now and then. I am more likely to post pictures of my dog or the beach in Kerry. But every month I get a contact from someone through these mediums.

In some cases I haven’t even spoken with or interacted with them.

You could do this too.

Crushing Your Niche With Content Alone

Today I had two clients in the office. We had a meeting sorted out some details about their project and then they asked the question that now comes up all the time.

How can we show up in search for our niche?

Well actually they didn’t use the word niche and they didn’t say search they said Google.

For most low traffic niches it is simple. Really simple. Colossally simple.

Write 10 well edited pages in easy to understand language about the main aspects of your business.

Google your competition. See what they have written. It is usually garbage. Write it 2X better. Use great images and information. Pretend that the page is directed at a customer who is going to spend a lot of money with you.

For higher traffic niches there is more to do for organic search but I am talking about small cities for niches that (in this example) the websites of eh competition are 4–5 pages of HTML their nephew wrote.

Once the site is setup then do some simple SEO editing (good titles, at least one instance of the keyword and give your images relevant names — DSC000014.jpg doesn’t cut it really).

For low traffic niches if you do this you will crush the others in a few weeks.

But you don’t .

I know you don’t .

You should start.


Written first on my personal blog

Photo Credits: Flickr Zorish — Highway Picture

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