FEATURE STORY
By Brad Smith
Content is King — period
"If people are to be expected to put up with turning on a computer to read a
screen, they must be rewarded with deep and extremely up-to-date information
that they can explore at will.
– Bill Gates
content must be relevant, timely and
valuable. When content is relevant,
timely and valuable, it will always rise
to the top.
These words were uttered by
Microsoft Founder Bill Gates way back
in 1996, when he coined the term
"Content is King." Fast forward nearly
two decades, and here we are writing an
article about that very topic.
Content rules the Web as we know
it today. Whether it's general website
information, blog posts, social media
conversations or digital magazine
articles, if your business goal is to
drive more traffic to your website or
store, you need content. Period. As my
colleague Blane Vik shared with you
in the July 2013 issue of Outdoor Power
Equipment, it's primarily content that
determines your organic search engine
ranking. It's essential, therefore, to your
dealership's online and in-store success
Serve up the right information
(Relevant)
To be relevant, the information
you publish must focus on topics and
information that is of great interest to
your customers and prospects. When you
meet this criterion, your content will most
closely match what consumers search
for, and the search engines will be more
likely to return your dealership in the
results. A good example would be content
on your website or blog post about the
latest, greatest lawn mower, chain saw
or trimmer that you believe your target
audience searches for online. Remember,
your customers are actively shopping
online, and they expect to find the best
the market has to offer on your website,
so your job is to serve it up to them in the
that your marketing plan includes
publishing relevant content on a regular
basis.
That said, to get the most out of
your publishing efforts, achieve highranking organic search results, drive
more leads to your website, and sell
more products and service online
and in-store, your content can't be
just "any old words on a page." Your
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OUTDOOR POWER EQUIPMENT
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