Online marketing and social media tips for business from Shannon Belew, best-selling author of "Starting an Online Business For Dummies, All-in-One"
Everyone says content is king if you want to increase traffic, improve conversion rates and generally increase the relationship with your customers. To do that, it seems natural to talk about your website, your blog, your products…well, yourself. But, how much of yourself is too much of a good thing?
Striking the right blogging balance of self-promotional content isn’t difficult if you follow a simple content creation rule. According to HubSpot’s Kip Bodnar, the magic formula is 10-4-1. That’s 10 links to relevant third-party content (not your own), 4 links to company blog posts (your own) and 1 link to a landing page (your own for conversion). If you are not a complete content machine, consider that other content experts have recommended a 4-1-1 rule. Either way, you get the picture. There’s only so much your followers want to hear about you before they get turned off. And, they certainly don’t want every communication from you to be about selling them something.
Think of it this way: You know that friend who always talks about herself? You have to take her in small doses, and eventually you don’t want to talk to her at all because she doesn’t have anything interesting to say.
Conversations with your customers work the same way. They want to hear about your products or services, and they want to know about your company in general. But, customers are more likely to stay engaged if you can share things that may relate to your company but are not specific to it.
Here are 5 sources for “not-about-you” content:
1. Industry trends, news and statistics
2. Problems/solutions of other customers (who are like them)
3. Product reviews or updates from industry trade shows
4. Tips on interesting ways to use the products/services you sell
5. Best practices or solution ideas from other industry experts
You also don’t have to be the only person writing your content. Invite industry experts, trend setters, or even vendors and trusted partners to contribute content for you. Using guest bloggers is a great way to improve your credibility as an information source and keep customers coming back for me. Now, go forth and create…content!