Being Just a Wordsmith Won’t Cut It
All the buzz sure seems to point to Content, Content, Content to get noticed by the Search Engines. Assuming you find it beneficial for your business to be found by the search engines, and you should, this whole content debate is of significance. All content is not created equal, and without a solid plan and strategy, you may well not achieve the desired result, Which is to Sell More Stuff.
Where to Start and What to Write About
As with most anything in your business, you need to develop a strategy, or a plan. For your content to be effective a written Content Plan and Marketing Strategy will prove most helpful. A frequent question from our clients, is, “How can you know what to write about our business” The straight up answer is, We Don’t Know. However with a well honed Content Plan your content writers can start to create copy that is in better alignment with your business, and your brand. Sure, anyone can create generic articles, but is anyone reading them? In order for all of this to work, you need to create a following of monthly readers, and folks just don’t seem to read generic junk, do you?
A well written Content Plan becomes your writers compass for crafting articles consistent with your brand offering, as well as to ferret out like minded readers, followers and influencers in the space. It also serves as a “map” and when concisely written, makes it easy for the content writers to “see” relevant and interesting people, places and things.
Page One:
- Company Overview; Break down in a short paragraph what the business does and who they are.
- Value Proposition: Break down the business offering, and include any Remarkable deliverables
- Customers and Stakeholders: This is not a “customer list”, but more an overview of what the ideal customer looks like, so that the content writer knows where to fish.
- Associations, Industry Resources and Events: This is a bit broader list that the writers use for content ideas as well as “experts” and potential guest bloggers
- Title Categories: These are simply the six to eight different categories that the articles will fall under, based on items one through four of your Content Plan
- Key Words: These are a bulleted sub set of keywords and keyword strings by Title Category that should be crafted with search in mind, and how you think folks will find your site.
Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience.
He also established The Urbane Way, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine.
You can connect with Eric_Urbane on Twitter.
Eric also writes regular articles for the following publications;
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