OK, we’ve heard all the phrases—Content is king, Content Rules, Content is Everything…Yes, yes, yes, it’s true, no doubt. But the real question is no longer about just producing content—it’s about writing stuff that truly teaches, inspires, and answers consumer questions. And not only that, it’s about producing content that stands out—that’s opinionated—and makes the world (your industry) take notice.
So the obvious question is how? How can your business come up with article ideas that will skyrocket your brand, garner web traffic, and also rock and roll when it comes to SEO (search engine optimization)?
That’s what this article is all about. Having coached in the last year businesses from all walks around the globe on this very subject, I’m stoked to discuss today simple yet extremely unique strategies that will not only give you stacks upon stacks of consumer and SEO friendly content, but will also leave you thinking in no time (once you look at your website’s analytics)—“Wow, how did this all happen??”
7 Content Ideas that Will Forever Change Your Business
1. Pricing Articles
I’m always amazed at how often I’ll go to a company’s website and they are afraid to discuss pricing. I’m telling you, this is just about the dumbest thing ever. For whatever reason, many companies want to have customers meet with a sales person before that evil thing we call ‘pricing’ is ever brought up.
But think about it for a second—When you’re interested in a product, what’s the first thing you look for when you’re on someone’s site? Yep, that’s right, you want to know how much the dang thing costs. And if you can’t find any pricing info? That’s right, you move on to the next site.
So if you’re a business owner and you’re not talking about product pricing on your website, then get with the program, because you’re not only losing business but it also appears as if you’re embarrassed about your own pricing. ( Keep in mind here that you don’t have to always give specific pricing per se. Ranges are fine, especially if your product or service varies in its cost.)
Just to give you an example of what I’m talking about, type in ‘fiberglass pool pricing’ in your little Google box. In the first couple of places you’ll see this article that I wrote about 1 year ago. And how many views has it gotten during this 12 month period? Well, to be exact, a decent 31,279 reads. Not too bad, eyy?
2. Cost Articles
I know what you’re thinking—“Marcus, you just talked about this.” Yes, I did, but in the eyes of Google and their algorithm, I clearly did not. You see, when it comes to product pricing, there is a large group of people that will type/search (let’s assume your company sells widgets) ‘Widget Pricing’ or ‘Prices on Widgets’ and then there is another group that will type in ‘Widget Costs’ or ‘Costs of Widgets’. Are you seeing what I’m saying here? When it comes to awesome content that gets major love from the search engines you need to write articles that address exact phrases and words, not just general ideas. This is very, very critical to understand if you want to be successful.
Just to shed further light on this, the most successful page on my pool website is far and away the fiberglass pool cost page, which, in the last year alone has been read exactly 54,305 times. (And no, I’m not kidding).
So to reiterate what I’m saying, the 2 most popular pages on my entire website both talk about the exact same subject, but address two very, very different words—cost and price.
3. Vs. Articles
Whenever I meet with a new client, one of the first things I talk with them about is their competing products and manufacturers. For example, let’s assume that your company sells John Deere lawn mowers. This being said, you are competing with handfuls of other lawn mower manufacturers, which also means your potential customer base has to choose between said manufacturers.
Let’s assume someone came to your store and got a quote on John Deer X model. Then, after going down the street or looking on the internet, they get a quote on a Husqvarna Y model. Being confused as to which is better, they go to Google for advice and type in John Deer X vs. Husqvarna Y: Which is Better? If you’ve written an article on such a topic, and it’s good, there is a very good chance you could show up on the first page of Google for said results.
A perfect example of one I’ve written is ‘Fiberglass vs Concrete Pools: Which is Better?‘. This article alone has garnered 56 inbound links and has been read 8,652 times in the last 15 months.
4. Problems Articles
Whenever a person is looking to spend money on a product, one of the first things they do is seek out the negatives or drawbacks to said product. For example, in the inground swimming pool industry, there are 3 types of pools—concrete, vinyl, and fiberglass. And considering that many builders like to blab all day long about the ‘problems’ of the other products (types of pools), consumers are constantly typing in Google ‘problem’ oriented phrases.
To give a powerful example of this, my business partner Jason (of Skyward Blog) once wrote a landmark article called Top 5 Fiberglass Pool Problems and Solutions. Because no one in our industry had ever had the guts/marketing sense to write about such a topic, it immediately shot to the first page of Goolge. And how has it done since? Well, in just over one year it has garnered 137 comments, 168 inbound links, and 25,589 views as of today’s date.
Seriously folks, this is an amazing content strategy and you need to do it today.
5. Review Articles
I love review articles. So do consumers. But for whatever reason, companies are afraid to write them. My question is this—We market and sell our products and services all day long, during which time we are comparing said products/services with other companies, so why are we so afraid to take these same thoughts and put them to pen?? Frankly, it makes no sense to me at all.
If you really want to see further what I’m talking about here, just type in Google any phrase that has to do with ‘fiberglass pool reviews’ and you’ll see one of my articles show up on the first page—every time.
Ahh yes, award articles. Man these work great! Here are a few I’ve written over the past couple of years with their corresponding stats:
4 Fiberglass Pool Manufacturers to Watch Out For in 2011: Written only 2 months ago, this article has garnered 118 inbound links and 1544 views
Large Fiberglass Pool Design Awards For 2010: 1749 views to date
Small Inground Fiberglass Pool Design Awards For 2010: 54 inbound links and 6,886 views to date
You may be asking yourself the question, “What gives me the right to give out awards to vendors/manufacturers in my industry?” The answer is simple—You have an opinion. And you’re an expert in your field. So share it.
As you can see, the traffic and SEO juice is exceptional.
Every industry has its gimmicks. I see it every day in the internet marketing world, the swimming pool industry, and the many other fields in which I’ve assisted clients. It doesn’t matter the niche, they’re all the same, and there are going to be gimmicks, frauds, hacks, whatever.
But the main question is this: What are you going to do about it? Are you going to just let it be or are you going to nail your 95 Thesis to the church door and call them out? Yes, the latter will garner positive and negative attention from those in your field, but in terms of marketing and branding, there’s no question the results will be well worth it.
Here’s an example of a ‘gimmick’ article I’ve written before:
So there you have it folks, 7 content ideas that should get your creative juices flowing and if followed through with, will have a huge impact on your company’s brand, web traffic, and bottom line. Yes, I know much of what you read above is a new way of thinking, but trust me, it will work, and if you have further questions as to how, contact me above or just email me at firstname.lastname@example.org and we’ll make it happen together.
So my questions today are simple: Have you or your company ever utilized any of the content ideas above and if so, what were the results? Also, why do you think so many companies are afraid to produce content that talks about the things consumers are truly searching for—problems, gimmicks, reviews, etc. ? Jump in folks, this is an incredibly powerful subject, and I’d love to discuss it with you below.