Yesterday I talked about how the only way to proceed with your online marketing strategy is to create comprehensive high quality content that is spread everywhere. While it’s obviously easy to make these claims behind a keyboard, I want to just talk about today about how you can think about this approach and better situate yourself.
Content content content! That is the chant as we move onward with 2012 and into 2013 (and backwards all the way to 2011 if you listened to the correct people). It pays to think about the truly successful companies in the world – and I’m not talking monetarily. I’m talking about companies that create huge raving fanbase which drives their business for years. Apple is an obvious example – so what is it that they do? They provide an awesome experience – whatever your opinions are of Apple, objectively speaking they have been skilled at crafting a very specific high quality experience for their fans.
Many people think about Internet marketing not in terms of business – I think this is likely because it is so easy to get into it, that it often seems like “dabbling” in some cool technology. The not-so-secret is that if you engage in Internet marketing, then you are engaging in business as rich as any offline business can be.
So thinking back to the Apple example – what you need to concentrate on is providing high quality content for your fans. Your fans are your tenants.
It’s that simple – just think about what would be helpful to your tenants and make your content about those things. This is the sort of thing I have talked about on this blog a number of times.
The idea of a community based website? This is all rich sharable content, that enriches people’s lives, and if crafted appropriately is likely to be shared and spread around to various corners of the internet. For this sort of website, consider creating the sort of content that helps people get around the community (such as information/reviews about businesses in the area, information about schools, etc).
I think most people shy away from creating great content because they look at long flowing blog posts on other websites, and then that becomes the norm by which ‘content’ is understood. What you do doesn’t have to be written – this is only one medium to work in.
For example, consider video. Why not create a video series touring your apartment complex? Get in depth with each style of apartment – share the sense of the space by walking through it yourself and recording the video. Then afterwards, pay someone else to process the video, upload it to all the important video websites, and post it on your blog. There’s a small amount of SEO type work in identifying keywords to use within the video titles and descriptions – but this is easy. Once you have this content up it goes to work for you for many months and years. The idea is to take actions you may do already, recording them (video or audio), then leverage that time and spread the content everywhere.
This is all that is needed for building traffic. You do need to do this on a regular basis (once a week is fine) – but it has been known for a long time that regular blogging is best. Now you can’t get around irregularly timed content, or poor content, or no content through the use of SEO – that is dead. So forget SEO, and just create awesome stuff for your tenants.