Over the years, as I labored over development of blog posts, how-to guides, email newsletters, videos and other content assets, I was asked by those close to me countless times:
Why would you want to give away that information for free?
Certainly, it’s a valid — and well-intentioned — sentiment. Twenty years ago such an approach would be unlikely, even inconceivable. But today, with pages of competitors only a click away, the acquisition process has a different dynamic.
The competition to gain placement online is fierce. Getting in front of prospective customers who are not yet familiar with your business requires deliberate, consistent and ongoing efforts.
Each page of search results includes sponsored listings (paid ads), highlighted at the top and bottom of the page. Between those ads at the top and bottom are listings of organic results, which secure placement based on complex search algorithms.
A robust online presence earns “street cred”
The copious attention I focus on building content assets is purposeful. Each downloadable guide, blog article, eBook or frequently asked question not only increases the credibility of the site as a whole, but also provides an additional opportunity for a placement in search results.
Other content elements that enhance website credibility include reviews and testimonials, industry certifications, memberships and affiliations, client case studies and a robust section about the company. Simply said, a larger body of relevant, quality content can amplify your online visibility.
Not only does a robust and credible online presence improve placement in organic search results, it also offers proof to prospects. While your website is the centerpiece of your online presence, other elements (including optimized social and online profiles) also play a role in your rankings online. Links to your website from external sources such as industry organizations, Chamber member listings and events offer positive signals to search engines and potential clients. Not surprisingly, Google awards a claimed and active Google Business Profile a strong placement in search results.
Serve up free lunches regularly
As the online face of your business, your website needs to serve as a professional, compelling and credible presence. Over time, businesses may evolve and pivot, and your website should reflect these shifts. In addition to updating your Services pages, consider adding new blog articles and FAQs, for example.
Even if your business is maintaining a consistent focus, content freshness is another factor in search algorithms. So there’s no resting on your laurels … ongoing development is needed. Well-executed content marketing activities like blogging and email marketing drive traffic to your website and improve your visibility in search.
Permission-based content assets
Development of resources like how-to guides, eBooks and infographics can be a substantive effort, but these assets are valued by prospective clients and can enhance your credibility.
While these original, keyword-rich and user-focused content assets may be visible to all website visitors, you can also utilize a permission-based request (known as gated content). A request form for gated content typically requires an email address (and perhaps other contact information) in exchange for the content asset. The content owner utilizes the requestor’s email address to provide the requested asset, while also retaining it for future outbound marketing purposes.
Free for the taking vs. gated content
Crafting quality blog posts isn’t a simple effort. Why not make all of your content gated?
There are several reasons why gating all of your content isn’t recommended. A key one is that you need to earn your stripes. While some prospective clients may contact you seemingly out of the blue, others consume your content over a period of time prior to contacting you directly.
Except in very rare cases, there are many competitors waiting in the wings online. Creating a “barrier to entry” can cause a warm prospect to search for free information elsewhere to satisfy their need. Users have varying degrees of tolerance about giving up their private information.
Those seeking information online generally begin with a general search, refining to more specific phrasing as they continue to search. In this blog post, we discussed the courtship process to convert contacts to customers, and the conventional marketing wisdom rule of seven: that a prospect needs to be exposed to your message seven times before acting upon your offer.
Reserve gating for exclusive content.
