We’ve all heard that content is king, but what kind of kingdom are you giving your people?
The average marketer will run a totalitarianism kingdom, in which all content focuses around a particular product or company. “Shamefully self promoting” is how my SEO co-workers refer to it and nobody appreciates it, or reads it for that matter, except the marketers themselves.
Repetitively posting your shameful promotion material every 15 minutes on Facebook and Twitter is officially deemed annoying and pointless. If anything, you’re repelling potential clientele.
What you, as ruler, want to do is run a socialist kingdom, where everyone (you and your reader) gets equal benefits from your writing. If you treat all of your subjects like royalty, they will become loyal subjects, follow your blog and, eventually, start looking at what you have to sell.
How is this done?
Luckily, with informational content, you don’t have to be the village’s best writer, although it’s always helpful. But you do need to know your industry inside and out. If you’re a good businessman, then you already have this down. If not, pick a different day job?
Let’s throw out some examples. If you are a mechanic, you sell the services that you offer. But nobody is going to read a blog that shouts out the hot deals at Bert’s Terrific Transmissions on I-94.
Instead, write about all that knowledge that is floating around in your brain. Believe it or not, it is worth a lot of money. But instead, you’re going to use that power for good and give it to your readers for free.
Blog about simple car maintenance that every car owner should know.
Blog about the three worse things you can do to your car.
Blog about your favorite transmission oil and why you prefer it to others, or what happens if you don’t change your oil frequently.
If you become an information outlet, instead of a promotion machine, then people will naturally gravitate to your blog for insightful information on their car troubles. Your goal is to become their go-to man for all their mechanical problems.
When you give people free, valuable stuff (i.e. information), consumers tend to trust you. Before you know it, they will trust you for all their car-related needs.
“We are the best and smartest SEO provider in the world,” – shameful self promotion.
“4 Easy SEO Copywriting Tips for Smart Bloggers,” – useful industry information that entices readers (hopefully).
Bottom line is that everyone is an expert in their chosen area, so why not share all that juicy information with your readers, or should I say potential customers?
Jewelry designers can blog about how to spot flawed jewels. Real estate agents can blog about market trends. Restaurant owners should blog about in-season foods. And SEO providers should blog about how to rank on the first page of search results for your industry.
Hmmmm…….well, I digress.
So, the lesson to be learned is to be concerned about the well being of the people of your kingdom, instead of yourself. If you are a selfless ruler, you will soon learn that your subjects will come to respect, trust and confide in you.
In due time, they will offer up their shillings (or whatever currency you do business in) and then both you and your kingdom will live happily ever after.