Content marketing has been getting a lot of buzz online recently and for good reason. Creating fresh content of original thought, syndicated often is a great way to build credibility with business owners, consumers and the search engines which will positively affect your search engine optimization plans.
A recent study by Greentarget measured blogging AKA content marketing and the impact on in-house counsel (read: attorneys on payroll). “Decision makers are relying on blogs for critical business information and in deciding which law firm to hire. Law firms, in turn, are increasing the number of blogs they publish. Recent analysis found that 68 of the top 100 firms are publishing a total of 272 blogs. This is up from 156 blogs in 2010 — a 74% increase.”
The world used to be controlled by the media whether it be television, print or radio. Now everyone with a mind, keyboard and blogging platform is a publisher including yours truly. Want to see how powerful blogging is? Google “pay per click advertising Baltimore”. Who ranks organically at the top?
Simply by blogging about the digital “space” that I love, the Google’s of the world reward me with high placement on the search engines. I even met with a new client 2 weeks ago that came about because of that ONE simple keyword phrase where I ranked 2nd and 3rd organically on Google.
So where does content marketing begin?
- Clients. If you are a home improvement company that focuses on kitchen remodeling, write blogs about kitchens. A dentist, give tips on oral hygiene. A car dealer, talk about your new and used inventory.
- Audience. Go for the gold and approach influencers who can broadcast your message to an even bigger audience.
- Listen. Pay attention to the blogs of others. Flattery will get you everywhere and by participating in other writer’s blogs, they will return the favor.
- Network. It is not who you know but who they know. By networking, your sphere of influence will continue to grow.
- Effort. If you are not willing to do the time, don’t start the content plan. I know that does not rhyme but it’s true. Get into content marketing as a long-term strategy because it is just that – LONG-TERM.
- Social Media. Twitter, Facebook, LinkedIn, your website, OH MY! Share your blogs with your social sites and good things will follow.
Content marketing takes time but the sooner the start, the sooner you will have a lead on your competitor. Playing catch up in this space is not a good thing to do. Content marketing is part of ReachCast, ReachLocal's award winning solution for business owners who wish to outsource their web presence optimization (Search Engine Optimization, Social Media and Reputation Management rolled into one) to trained experts in the field of Internet Marketing.
Do you have a blogging/content strategy in place for your business? What results have you witnessed? Were you aware the search engines put so much search engine optimization weight on fresh content?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.4 million in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.
To read the article that inspired my blog, please visit http://mashable.com/2012/03/21/law-firm-blogging/