If you’ve been involved in marketing of any kind over the last  two decades, I’m sure you’ve heard the saying, “content is King.”  Marketers, successful marketers, live by that mantra. When I look  at the Internet what I really see are two things. There is the  content and then there are the applications that allow you to  interact with the content.

To completely over-simplify things, the applications are what  make is possible for us to create, share, and use the content we  find on the Internet. So to say content is King, you’d have to  also say that the applications are Queen in order to have a more  complete view of the Internet. There are all kinds of  applications from the browsers that make surfing the Internet  possible to all sorts of applications that manage and deliver the  content.

Think about it. Without the application we know as Google, how  would you find the content you’re looking for on the Internet?  I’ve been there and I remember finding things online was next to  impossible, but that was back in 1987. Then we have Adobe TM  Flash that allows us to see and hear sounds and images over the  Internet.

There are sorts of content management systems available to us  today that simply didn’t exist a few years back. As it becomes  easier and easier to manage and digest, the demand for new  content grows and grows. 

Marketers who create quality content often find they are able to  generate large amounts of traffic, they usually have large  mailing lists, and it almost goes without saying that they  usually have healthy bank accounts.

It all starts with the content. The more you create, share,  distribute, the better off you’ll be in building a profitable  business on the web. If you want the real secret to Internet  success, this is it.

Content comes in many forms, and it’s best to use as many forms  as possible on your web site because there are now so many ways  to access and use content and not everybody wants it the same  way. Some people love to read, others prefer to listen, some  prefer to sit back and watch a video.

As you develop your content, think about creating not just  written articles, white papers, and special reports. Be sure to  add streaming audio, podcasts, videos, screen-captures, and even  animations to your mix.

Sometimes it’s best to offer the same content in different  formats. For instance, you might offer an article as both a  regular web page and a downloadable .PDF file. You might offer a  video and also offer just the audio track from that same video.

Now how do you get from creating content to building a successful  business?

Think about why most people use the Internet. They get online and  check e-mail. They log into their social networks to keep up with  their friends. They search for  information to help them answer a  question. They look for things to buy. They  come to play games  and meet people. All of these activities revolve around finding  and using content.

When you’ve got content on your web site and you make it easy for  people to find,  you increase the traffic to your web site,  naturally.

The more content you have, the more people will be stopping by  your webs site. Truly the days of the single-page sales letter  web sites are done. You’ve got to do more than make a compelling  sales pitch, you’ve got to demonstrate that you’re the leader in  your market. You’ve got to show people why they need what you  have and how it will truly make their lives better. And most of  all, you’ve got to let them sample your stuff before they buy.

Let’s look at it from the customer’s perspective. Your customer  wants the best of  what’s available but how can they figure out  what’s best from a sales letter alone? They need more information  that’s not in the form of a sales pitch. They need to feel like  they can try it on, test it out, and they can do that when you  offer them plenty of content on your web site.

So if you’re selling a product that is best demonstrated in a  video, be sure you have a number of videos on your web site  showing customers using and loving your product. If you sell  consulting, demonstrate your knowledge of your topic with  articles, reports, white papers, audio presentations, and even  videos of you speaking about to an audience.

As you plan your content, also keep in mind how you’re going to  present it on your web site so that’s its in the formats people  can really use, that it’s easy to find, and that’s it readily  accessible from different Internet devices, including smart  phones.

If you’ll take to time to do this, what you’ll soon realize is  that your sales letters will perform better, people will not need  as much strong-arm salesmanship before they buy, your mailing  list will grow, and your web site will show up in more places on  the Internet.

It’s no surprise that web sites that offer a lot of content lead  the field when it comes to sales. Take a look at your web site  today and think about how a new visitor would really get to  sample what it is you do without having to buy what you’re  selling.

How good is your web site at attracting new visitors without  little or no direct effort on your part? Do you have enough  easily accessible content on your web site to keep people coming  back for more?

Most web sites, including my own, can always use more great  content. Adding content is the best and profitable use of your  marketing dollars because the return on your investment continues  for years.

For instance, in 1991 I wrote my very first article on marketing.  It was published in a national business magazine a few months  later and it continues to appear on the Internet almost 20 years  later. In that time, this one article has been read more than a  million times, and has generated countless sales for my business.  What other kind of marketing can do that?

In my opinion, no other marketing piece can do what adding fresh  content to your web site can. Ideally, you’ll be adding new  content regularly, and expiring content that is no longer  relevant. When you do, you’ll have the most profitable marketing  strategy working for you all day, every day for years to come.
About the Author

Robert Imbriale is the author of the best-selling book,  Motivational Marketing (Wiley, 2007). He has personally coached  thousands of business owners since he began coaching in 1995. He  is a leader in the marketing industry and regularly appears on  radio and television. To get your free copy of ‘Why People Buy’  go to  www.UltimateWealth.com/money.htm

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