Twenty first century marketing looks and feels a lot like journalism.
You determine what you want to say, how you want to say it, and who you want to say it to. You then create a publishing schedule you subsequently meet.
Dan Lyons, a Marketing Fellow at HubSpot says:
My theory is that in the age of the Internet, it’s what you write, not where you write it, that matters.
My theory is that Dan’s quote is true in spirit, but where you publish does matter.
If you’re able to secure a byline in a widely read website such as The Huffington Post, The New York Times, the Wall Street Journal, etc, you have a wider audience than if you are not able to secure such a byline.
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So…. If you’re an “average Joe” without access to write for one of the widely read websites, what are your options?
Although you have many options, one stands out way above all the rest, and that one is your company blog.
Why is this so?
It is not just the case that you have the most control over your company blog. It is mostly that you want to “wind up” your company blog into a repository of useful information (useful to your prospects and customers).
As you keep publishing to your company website, the search engines will gain “knowledge” of what your website is about, then bring you an audience of people whose search queries match the content you’ve published.
This creates a virtuous cycle, where more publishing results in more readers, which results in more engagement, which results in more ideas for publishing.
When you need to know how to “wind up” your website to attract your audience and generate more leads and more business, please talk to us. We do this for clients and we teach clients how to do it for themselves.