Content Marketing

How to Tap Into a Steady Stream of SEO-Friendly Content Your Customers, Prospects & Google Will Love

Mine the mother lode of content from your company’s subject matter experts to “feed the Panda” (Google’s new rules for SEO) with a steady diet of useful original content. The phrase has become so common it’s trite, a cliché. And yet, like most clichés it abounds with truth. Content is king. This verity has been confirmed by none other than the kingmaker itself, Google, as it continues to refine and rejigger its powerful search engine to penalize sites with low quality content and reward sites with unique and insightful content. This new set of “signals” that Google uses is known as the Panda update.

According to Google: “The Panda update was designed to improve the user experience by catching and demoting low-quality sites that did not provide useful original content or otherwise add much value.”

But publishing a steady diet of high-quality original content can be a problem. Especially if yours is a small to mid-size business with a lean marketing staff. Fret not, though. If your business is like most, it’s sitting on a mother lode of original, high-quality content you can mine to win Google’s “love,” multiply search results, and grow your business. That mother lode is the collective wisdom and on-the-job experiences of you and your employees.

Think about it. How much insight do you have about your industry? How many years of frontline experience, knowledge and accumulated “war stories” can you draw on to make relevant, meaningful points that help you connect with customers, prospects, and Google? Now think about your employees, particularly your salespeople. Ask yourself the same questions about these people.

This accumulation of smarts, experiences and industry knowledge is ideal for blogging. And a company blog continuously updated with new pages of original, high-quality, search-aware content is a sure-fire way to improve your search results. Now maybe you’re thinking, “easier said than done.” True. On the other hand, it doesn’t have to be the arduous, pain-in-the-rear task you might think. Here’s a proven blogging technique that  can help you remove “pain” from the equation:

How to mine the mother lode of content within your organization – As noted, you and others within your organization are a rich source of useful, original content. But none of it will do you any good unless you bring it to the surface and get it into distribution. To the extent that you have adequate writers within your organization – adequate defined as employees who, while they wouldn’t consider themselves professional writers, know the basics of grammar and how to tell a good story – you’re in luck. The job then is to pick topics of interest to customers and prospects and match the topics to the writers.

Here’s a tip for zeroing in on good topic ideas. Visit the websites of trade publications that serve your industry and pull up their editorial calendars. Any topic you find on these calendars is a topic worth covering on your blog.

Now maybe you don’t have an abundance of writers at your company. But odds are, and especially among your salespeople, you have a number of people who love to talk and “talk shop.” Whereas the thought of sitting down and writing something would be a pain to them, the idea of engaging in a 30 – 45 minute recorded conversation that’s turned into a by-lined, SEO-friendly blog post that helps generate leads will probably appeal to them. (Later this recorded conversation will be turned into a transcript and used as the basis for the post/article.) Also, consider this: When a prospect googles that salesperson and his or her blog post comes up in the search results, what do you think the prospect is going to click on? Yep, the blog post. And when the prospect reads that well-written blog post your salesperson’s credibility can’t help but be enhanced.

To get at the unique and original content, assign the most skilled writer in your marketing group to discuss the predetermined topics with your subject matter experts. Your subject matter experts and your writer should think bullet points, in-the-field experiences and anecdotes (these experiences and anecdotes are what makes your content unique), and most importantly, takeaways for the reader. Stay on topic and the SEO keywords and phrases will take care of themselves. And you can always tweak things SEO-wise once you’re finished.

With focused discussions, transcripts of these discussions and maybe a little additional research your marketing professional should be able to produce a steady diet of useful, unique, search-aware blog posts that improve your search rankings. This high-quality, SEO-friendly content, as it accumulates, can be re-purposed and reformatted for other types of content marketing and sales collateral.

Here are 2 examples of the type of original and useful blog content you can come up with when a good writer and a subject matter expert collaborate in the manner I’ve outlined: Considering Connector Contact Materials, Intellectual Property Management: 3 Ways To Profit From Your Patent. And yes, in these two instances I am that “good writer.”