Rather than writing their own content, websites are pulling from the feeds of other sites. This may get you some more search engine links, but they are just going to lead people to other websites. Instead, you should be writing your own articles and pursuing a ‘content marketing’ strategy and letting other sites syndicate your content. At the very least, it’s low-cost advertising.

Depending on the nature of your business, there may be a limit to just how much information you want to provide for free. If you are selling products then tutorials on using them are a good idea to have available. But if you are providing services such as consulting and training, you obviously aren’t going to put everything on your site for free. Even if this isn’t the case, maybe you just don’t know what to write about. So what can be done in these cases?

Consider the industry you are working in. Whatever it is, there is probably news on a weekly basis that is somehow connected to it. Take advantage of news as it happens by writing reactions, spinning current events into something that benefits your business. For example, there generally is a lot of media coverage for topical events in business and if it’s relevant to your business or service and you can explain it in a way that clients could follow or understand better, then you are providing added value.

An excellent reaction piece for anyone to write is “How will this affect your business?” A short article or white paper, could explain what this means, what the impact will be, and how your business could help. Just because your business website isn’t a news service, it doesn’t mean you can’t react to news as it happens. Before long, you will develop a large library of content without really doing all that much work. All you are doing is selling your business and putting it into context for potential customers.

Selecting one or two relevant subjects in your industry per months and writing or have an expert SEO copywriter produce them as articles quickly adds content to your site. Your goal should be to reach the 100 page mark in order to become a Google ‘Resource’ site and receive better ‘organic’ rankings and subsequent increased traffic over time, thereby reducing your dependency on pay per click advertising generally used tactically to drive immediate traffic

Should you wish to discuss your on-line marketing strategy in more detail or discuss how we can assist you as WSI Internet Marketing Consultants drop me a mail at jamie@wsioms.co. or visit us at www.wsioms.co.za

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