But it can’t be just any content.
First, it must be keyword rich. That’s what makes it a little tricky. When you start writing, you have to think about the keywords that your customers and prospects are using. Do they Google the word “solution”? Highly unlikely. It’s far more likely they Google the specific technology or service they’re looking for. So you’ve got to do your keyword research first.
Second, it must say something. Content that lacks, well, content, is no good to your customers and prospects. It must be have some meaning or significance, and it must address your customer’s key issues.
The LinkedIn answers section is great for that: after joining the groups where your customers are hanging out, simply pay attention to what your customers are asking.
Third, there must be enough of it (remember the first C – change) and it must be updated frequently. Gone are the days when you can put up a website and wait for people to come and find you.
In fact, in Google’s own SEO (search engine optimization) guide, they state: “Create fresh, unique content. New content will not only keep your existing visitor base coming back, but also bring in new visitors.”
Of course, there’s lots more info. on this topic, and if you’re interested, here’s a great (but lengthy) article: http://www.toprankblog.com/2009/02/internet-marketing-content-seo/.
Next week, I’ll talk about the third C: Credibility.