Guy Kawasaki had a terrific insight the other day about getting found in the increasingly competitive, distributed web.
Every day internet marketing is getting tougher because consumers of content are getting more and more control over what they see. Understanding search behavior in the distributed web is the key to success. Getting found by Google, Ping, Yahoo and the other search engines when your top prospects are searching for solutions is critical to your business success.
So how do we make this happen?
- Be YOU! Don’t blend into what others are doing in your market or niche. You have your own style and personality. Let that shine and you will be differentiated and remarkable. You want people to react. The worst thing that can happen to your business is blending in. Remember, your Fabulous!
- Create educational, interesting content that your target customers will want. Articles, videos, podcasts, ebooks, whitepapers, blog posts…and distribute them everywhere. Make sure you optimize content distribution by using keywords for titles and descriptions so they are search engine friendly.
- Promote your content by tweeting, emailing, updating Facebook Fan pages and other Web 2.0 sites. Get business partners to promote your new content. Remember, with content as your “bait” you are not selling. Your adding great quality information to the discussion in the distributed, social web. Both humans and search engines love that.
- Measure the results and feedback you get. It’s easy to find out which articles are getting picked up more than others, what gets retweeted, whitepapers that get downloaded the most. Dial in your distributed content plan to optimize your conversion by doing more of what is working.
The web is getting more competitive every day. For those of us that are newer at this, it will take us longer to break though than competitors who started last year. But the good news is if you are persistent and consistent, and have a unique voice and selling proposition, you will get found and can even win over time.
Do you have content distribution tricks that have worked really well?