We Can Do Better
Ultimately The 2015 MnSearch Summit came down to the fact that we can all do better. Wil Reynolds drove this home with one big and powerful “gut punch” of a question.
“If you took all of your content off of the web today, would anyone miss it?”
Wil talked about his experiences in SEER Labs (a place where the SEER team can experiment with all things online). Wil has found out a few big lessons.
- You don’t need to always be making new things, you need to make old things that already drive traffic better.
- When you focus on making things really good. I mean so good that people would miss it if it wasn’t there, you don’t have to rely on marketing tactics.
Make Things Better – Don’t Rely On Tactics
Wil started his keynote talking about the Guinness Book of World Records. The Guinness Book of World Records was started by the same guy who owned and ran the Guinness brewery. The inspiration to start the book came out of a hunting dispute.
The point is that the Guinness Book of World Records has been published since the 1950’s. It’s great content that people talk about. People enjoy it. The book has a rich history and tradition. AND there is no way that the folks at Guinness have any idea how many beers have been sold because their name is on the book.
Let Your Content Be Great
Every online marketer talks about creating new original great content, but how many of us actually do it? How many of us get excited about creating content and how many of us view it as a chore?
Ultimately to let your content be great you have to have pride and excitement behind it. You have to have faith in your marketing. Often we get caught up in the ROI of our activities. Don’t get me wrong, If the Guinness Book of World Records had to drive a certain percentage of beer sales every year the book would not have survived. When you focus on creating great content great things happen. When you focus on creating content that “ranks” you are selling yourself short.
If Content That Ranks Is Your Goal…
Wil showed us many examples of content that is not good but it ranks on Google. For example if you search for, “moving from Dallas to Chicago” you will find this result on page 1. Go ahead and take a minute to read that page, just click on the link and check it out.
Did you read it? If you had questions about moving to Chicago did that help you at all? Nope! This is content that a computer program could create. This is content that is scales, by that I mean you could write the same content for any combination of cities imaginable and it would probably rank on Google.
The point is, you may be able to scale your content, you may be able to rank, you may be able to drive clicks, you may be able to looks successful on every metric, and you may be doing lazy awful bad work. So why don’t marketers make things better?
The Problem With Making Things Better
Many business owners consider organic search traffic from Google “free traffic.” This is largely undervaluing the traffic that you get from search engines. The fact is that traffic from Google is not “free” and it certainly isn’t “cheap.” If you want to create great content and capitalize on your traffic from search engines you need to have content created by someone who has the following.
- Writing ability
- The ability to connect the dots (understand what your audience is searching for and why)
- Analytical skills
- and more…
None of those skills come cheap but they are absolutely necessary if you want to make great content like the Guinness Book of World Records instead of just rank for “Moving from Dallas to Chicago.”
I’ve Done It All Wrong Now What!?
If these points hit way to close to home don’t panic. Here are some things that you can do now to get going on the right direction.
- Review your Google Analytics most popular posts. Look at that content. People already read it, can you make it better?
- What is THE BIGGEST QUESTION you get from clients? Create content that answers everything about that question. Make it so great that you will be proud to show it off and driven to constantly make it better.
- hat is THE BIGGEST QUESTION you get from prospects? Create content that answers everything about that question. Make it so great that you will be proud to show it off and driven to constantly make it better.
Start there. If you think to yourself, I’ve already done that read those questions again and think again. If you still think all of that is done start thinking about new ways to get that content in front of more people. Promote it, pay to promote it, build a bigger network and share it some more.