In 2016 content marketing will become even more important for a number of reasons. First and foremost is its ability to amp up Search Engine Optimization (SEO) for your site. Positioning your business or blog to come up on the front page of Google and other search engines is essential to people finding you online.
Online SEO is particularly essential if your products or services or only offered online. Your site or blog competes with a mind-boggling amount of other sites and the more buried down they are on the Web, the more difficult it will become to be found and the more expensive if you are relying only on digital ads.
Advertising your way to your potential customers' eyes is a diminishing factor, because not only do people as a rule dislike intrusive online advertising, there is an increasing use of ad-blockers to actually prevent unwanted advertisements, like banners and pop-ups, from appearing on a web page. With new Apple technology digital ads can also be blocked on cell phones.
What do you do? Provide your readers or potential customers with SEO enhanced content about yourself, your products and/or services. Determine what words or search terms that your readers are likely to use when looking for your type of business. Once these are determined,be careful not to "spam" the search engines with over use of your key words and phrases which will be counter-productive and not liked by many search engine algorithms. Describe your products or services in an easy to understand manner.
Write additional copy on them segmented by questions or search terms that your readers or potential customers are likely to want information about. This is not the typical FAQ list, but helpful informative articles, White Papers or even e-brochure and e-book downloads that can help your business provide a value added service. You can also benefit from key word press releases that link back to your site and can be an additional path to attract site traffic from the Web.
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