WHAT IF YOU ARE NOT IN THE BUSINESS OF PRODUCING CONTENT
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A lot of SEO is focusing on content these days and having unique blogs and articles. I understand how this would be great for a search engine, but doesn't that leave out businesses that are not there to make content but only want to advertise their services?
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I believe that there's a general misconception of what content is. Infact, people tend to think at is a "written content".
But it not so.
Video and audio (both better with transcripts), photos, graphics (and infographics), and, yes, written posts are all contents.
As Adams said, the secret of succes of any enterprise blog happens when it is able to become a relevant and authoritative voice in its market.
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You might be surprised at the amount of content you do already have, but don't think of as content. Things like:
- Brochures and flyers that explain your business that you have in your lobby or you mail out to people.
- Outgoing emails to potential/existing customers, where you are answering the same questions over and over.
- Telephone scripts for inbound or outbound marketing.
Look around for what types of unique things you already have developed outside of the web, and see if you can use that on the web. You've already done the work involved in vetting the content, etc. Now let it work for you, and have people be able to find that answer on your website, without having to write the same email for the 50th time.
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Why not add a blog to your website and focus on producing some really great content for it? This can be a great way to not only get rankings but establish yourself as an industry expert to sell your services.
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I guess they will just have a harder time ranking well than. Of course they can still build links through their partnerships, referals, directories, clients etc.
It's not really a matter of 'making content' for the sole sake of getting links; it's also about educating potential customers, getting your knowledge out to people facing similar problems, being seen as an authority in your market, receiving business opportunities because people are landing on your website with long tail search phrases etc.
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