We’ve not gone all Bob the Builder with the title “How to demolish and rebuild website content” but we do want to talk about content marketing, digital marketing and why sometimes you do need a sledgehammer to make a great impression.
Like The Proclaimers, though in a car, I (Stuart) travelled 500 miles this week from Norfolk to Manchester and back to attend an event all about Content Marketing.
Exciting life I lead, I know.
Basically the message from the keynote speaker was to stop selling to people but distill your message into three parts:
The Pain is your story which tells someone reading or listening the pain points of your business.
The Nuts are what people often do when networking – tell the other person the Nuts and Bolts of what you do.
You need to train yourself to stop referring to your NUTS.
Finally, Legacy is the results that have been produced.
All good stuff and on point.
Content marketing done well should do that, you see.
It should refer to customer pain points and deliver a legacy, results, you can both be proud of.
I read today too on a handy infographic about the shelf life of content.
A tweet – no matter how carefully constructed, no matter what the hashtags, the branded image – lasts on average for 18 minutes.
What about a blog post?
Its shelf life is an average 2 years.
Think about that.
It’s why myself and Paul encourage start ups and new businesses alike to include a Blog or News tab and feed it with content, preferably high quality content that tells stories, that doesn’t overtly sell but taps into a customer or reader’s pain points.
There’s riders of course.
Good or great content takes time to shape, produce and deliver. I don’t exaggerate when I say a title, metadescription and opening paragraph can take me an hour to draft, refine and post.
Many blog posts are flimsy too – 300 to 400 words which scratch the surface of SEO and may get shared and read but the real killer posts are long, well-researched and shared afterwards for weeks.
My most read post on Get Pro Copy according to Analytics and its Google page ranking was a 5000 word tome called The 10 Commandments of Email Copywriting to Get Money.
This took me two solid weeks to craft, followed by over a month of sharing; and it paid off.
That piece on email copywriting is what’s called “evergreen” – it won’t date, it’s not an article on the best Christmas trees, or the best tulips to plant in autumn for spring.
Crafting emails is serious business and we know from running companies – Get Pro Copy, 321 Websites and Property Blogs – that our readers may struggle with it too.
That article led to three commissions to write email marketing campaigns, which is the legacy.
So when you’re launching a business or revamping your current one, consider the power and shelf life of a blog.
You need to create a weekly, fortnightly or monthly one on a platform that will allow you to add and edit content on a site that won’t rot or rust over time.
Believe us, adding a new page and plugins to outdated, unsupported website themes can be next to impossible.
Great content needs to be pushed to a great website and if yours is no longer fit for purpose, let Paul and I knock it down and build a grand design that will solve your pain and leave you with a legacy.
You’d be nuts not to?