Content Marketing Today

Lessons from an Eye Doctor Website That’s Not Visible Enough for Search Engines

Of course, your website must provide relevant and compelling content for your prospective customers.

Ideally, that content should combine both text and images to grab your visitors attention and to keep them on your site long enough to get to know and trust you.

Here’s what is less obvious. Google does not see your site exactly the way your visitors see it. As far as Google is concerned, your website is a bunch of text whose structure and formatting make clear what is most important to the visitors who will benefit most from the site’s content.

Therefore, although you may have a beautiful website with strong visual appeal, it will fail in findability, unless Google discovers text information that it sees as truly relevant to a keyword search.

Google Needs to Find Text on Your Website Structured and Prioritized the Way it Wants

While I was doing competitive research for a doctor client, I uncovered  an example of a missed SEO opportunity by examining the website of one of his competitors.  I found it by doing the opposite of what real patients would do. I dug many pages down on Google search results. In fact, among the top keywords, this competitor’s best ranking is #32. For eye doctor, he comes in at #58 and for eye surgery he comes in at #113.  That’s much too deep for most patients who are looking for eye care solutions using the most popular keyword terms.

The problem boils down to failing to give Google the text and structure it needs to generate valuable search results.

B Squared Marketing Shares Its Wisdom While Making It Short and Sweet

I might be getting carried away. But, I loved this very brief bit of marketing advice when it showed up on my iPhone this afternoon.  I think it proves how brevity can be the soul of content marketing brilliance in a social media milieu.

B Squared is an established SW Florida Advertising that does great work and has won a ton of awards. I knew that, but I hadn’t thought of them for ages until I saw their Facebook post this afternoon.  I was so struck that I had to write something right now.

Advertising Tip of the Week: Want to drive more traffic? Consider condensing a 3 to 4 month advertising budget to just 6 weeks and build a promotion around it.

Six Reasons Why This Makes for Fabulous Content Marketing

Unless You Address This Top of Mind, Unspoken Question, You are Out of the Game

Imagine for a moment, that you are looking out at a hoard of your customers in an actual or virtual audience and that each and every one of them is wearing a hat.

And, on each and every hat, are the words "so what?"

Essentially, that's what they're thinking when you are talking, sending them an e-mail, inviting them to your website, sharing an eNewsletter, mailing them a brochure or presenting them with an advertisement.

Your Content Marketing Must Make It Easy for Your Customers to Understand How You Benefit Them

You may not love Apple or Steve Jobs or their groundbreaking series of  iPhones first launched in 2007 Conversely, you may love much of what Microsoft has brought us in terms of operating systems and office productivity applications.

But, it’s hard not to love the way Steve Jobs keeps it simple and compelling as he introduced the iPhone 4 at their Worldwide Developer Conference in June 2010.  And, it’s hard to find much to love about Steve Ballmer’s own recent presentation on their upcoming smartphone strategy.

So, when you present information, I recommend emulating the Jobs’ simple and graphical approach: Few words and powerful images.

Classic Truths about Skeptical Customers Remain Modern Business Realities

More than 50 years ago,  McGraw-Hill created an ad that became legendary in the decades to follow  among business-to-business marketers--and among those folks like me who were selling advertising to those skeptical business executives.

As you can see above, the print advertisement featured the ultimate skeptical prospect who says:

• I don't know who you are.
• I don't know your company.
• I don't know your company's product.
• I don't know what your company stands for.
• I don't know your company's customers.
• I don't know your company's record.
• I don't know your company's reputation.

Now, what was it you wanted to sell me?

In a single powerful page, McGraw-Hill made the case for business-to-business print advertising.  I used this on countless presentations because it makes the point so simply and eloquently with its visual representation of one very hard-nosed customer.  He is one tough cookie, who is absolutely not predisposed to accept what you have to say at face value.

A Simple Visual Can Enable You to Make a Powerful Case to Your Customers

I’m guessing that I don’t even have to explain the implications of this simple graphic.  It’s that good. 

Somewhat surprisingly I found it toward the end of a wonderful blog post by Chris Garrett, Claiming Your Independence – 5 Years of Business Lessons.  As he describes the essence of the post,

Five years ago I cut loose from my day job and launched myself into the adventure that is working for oneself. That was the start of my journey towards claiming my independence day, and I think there are lessons for you if you want to do something similar to what I have done.

Chris then takes us along on the five-year journey that led him to his current business model. It's great reading, particularly for those of us who have followed similar paths.

Essentially, this chart teaches us instantly what it took him five years to discover: That the reward of product creation relative to effort far exceeds that of either freelance blogging, coaching or consulting.

I loved his article. But, I loved his infographic even more because it shows how powerful the right visual can be.

Geico’s Drill Sergeant Therapist Gets It Just Right. Mayflower Marionette Gets It All Wrong.

Even though they spend plenty of money on television advertising, Geico doesn't need to spend much money at all for this incredibly effective commercial which is one of a series that are similarly effective.

On the other hand, Mayflower has created an elaborate series of giant marionette television commercials which are certainly expensive but almost as certainly ineffective.

Geico Makes a Simple Point and Ties It to a Compelling Story

The commercial begins with an intro asking whether Geico can really save you 15% on automobile insurance and then segues into a little vignette that tells a story that virtually all of us would believe would be intuitively true. The connection is then simply made between the story and the saving of 15% on automobile insurance.

This commercial series is not about some highfalutin branding or image making. Rather, it's about telling a simple story that is not only easy to remember but is also easy to retell. Even better, most of these Geico ads are also pretty darned funny. That makes them even more memorable.

The best content marketing should include compelling stories to which your customers and prospects can relate easily. This may be hard to do. But it does not have to be expensive.

Gulfshore Insurance Shows They Care How the Hottest Issue in a Generation Impacts Their Clients.  Big Bank/Insurance Giant Ignores It.

I think we can all agree that the health insurance reform legislation of 2010 will touch each and every one of us. It will impact both businesses and individuals.

If you are a business owner, it is vital that you understand how it will affect you and your employees.  Why? Because, unless you are a very small business, you will either have to provide healthcare insurance or pay a penalty for failing to do so. You will have to make some tough decisions in the years to come about how to handle your employees' health insurance needs.

Because of the dramatic impact of this legislation, there is an urgent need for comprehensive and understandable information so that business owners can plan intelligently.

This creates a uniquely powerful opportunity to provide relevant and compelling content for your current and prospective customers. You can demonstrate thought leadership at a time when business owners are desperate to find an information source they can trust.

One local agency is doing exactly that.  Gulfshore Insurance in Naples, Florida is doing a superb job of content marketing at the exact moment that the health insurance paradigm shift looms large for everyone in the United States.

[Updated Version]

If any self-described search engine expert tells you that comments like the following actual example will get you SEO-friendly links back to your blog or website, I suggest you neither pay for nor follow their advice:

They Don’t Make It Easy to Buy.  They Make You Want to Run for Your Life.

Danger, danger, Will Robinson!!  Car salesmen approaching!! 

I’m guessing that I didn’t even need an evocative photo for each of you to conjure up your own happy showroom memory.

My own recollection is fresh since I’m considering (ugh!) a new car purchase. At a local car dealer, no less than 5 sales guys tried to foist themselves on me.  I was just one salesperson away from hightailing it out of there.

Car dealers and manufacturers spend a fortune getting you in the showroom door. Imagine if they invested equally in delivering a valuable, in-person content marketing experience.  One can dream.

But, because we can learn from the awful as well as the awesome, here are some content marketing lessons to take away from the typically painful automobile showroom encounter.