Estimated reading time: 7 minute(s)
You Have Experts Already
You and your team know your stuff. Your prospects and clients have questions.
Use the experts in your business to answer their questions in advance and publish them on your website, and depending on media format, elsewhere.
I’m going to refer to what you publish on your website as “posts” for the duration of this article.
There are Two Aspects to Format
How Long Should Each Post Be?
Most posts, independent of media format, should be short. One question and answer is one post.
Some posts should be longer. The longer posts should provide a high-level perspective and make a broader point.
What Media Formats Are Cheap and Easy
Different people learn in different ways, and using different media formats does not need to be expensive. There is a learning curve you need to go through for each one, but once you (or whoever) learns it, it’s a skill you have in your inventory from then on.
The Written Word
Otherwise known as the blog post. One question and one answer is one blog post waiting to happen.
Like your blog, each video should be short and to the point. Each video should answer one question or make one point.
For inexpensive videos you need:
- A camera (an inexpensive webcam can suffice)
- Lighting (I find low wattage “soft light” bulbs work best)
- Light stands, which you can make out of PVC for $5 each (seriously)
- Video editing software (I use Microsoft Movie Maker 2.6, which is free)
- Video conversion software (I use HandBrake, which is free)
- A YouTube channel (which is free)
- A blog on your website
The end results of this process is an MP4 video file.
Upload the video to YouTube and use a paragraph to describe it. The write a blog post in which you describe the video in a blog post WITHOUT re-using the YouTube description. They can say the same thing, but cannot be word for word identical. This description (which can be a transcript) is not for the people, it’s for the search engines.
Audio – The Podcast
One of the beauties of audio is the ability to create an audio podcast on iTunes.
The end result of this process is an MP3 audio file.
What you need for this is:
- Audio software (I use audacity)
- A clip on microphone (inexpensive is OK, just test the audio quality)
- An iTunes store or channel (I have not yet taken this step so I’m not sure what they actually call it).
Publish the podcast to your iTunes “channel” as well as to your website. On your website blog post where the user finds the podcast, provide either the transcript or a text description. As with video, this transcript is not for people per se, but for the search engines.
You also need to learn about link building.SEO Needs Link Building