Four gentlemen from southern Germany were on their way to the Ruhr area. And while they were constantly supplied with treats by DB employees, the conversation was not very sweet.
The topic was: How can the success of the sales department be significantly increased, but, if possible, be stopped without more employees?
The preferred solution: motivate the employees in a targeted manner so that the individual achieves even better performance. One of the gentlemen gave an anointing talk about new psychological methods from the USA for half an hour ...
Once yawn please!
As someone who holds a lot of sustainable branding and little of such psychotricks, one would like to say:
Pimping employees to better performance instead of promoting long-term relationships between customers and companies seems a bit short. And yet this train of thought is deeply human and is encountered again and again in marketing.
Too spongy for Germany? But please with ROI
But how can you convince potential customers that good content is the best marketing at all, if they do not have the result immediately in black and white as ROI?
I recently spoke to a provider of management seminars about events with a focus on blogging, social media and content marketing. The reaction was slow. One has the impression that this is a rather difficult and vague topic for many in Germany.
Another problem is that knowledge of the Sense and the benefits of content marketing are not always available to the extent that it is required.
I remember a customer who had approached the project without an exact target, but it turned out that he wanted to find himself as far forward as possible in the ego-googling. At the same time, his investments are most likely to pay off immediately in Heller und Pfennig.
My idea that it was primarily a matter of being listed at the front of the case-specific keywords, as well as the reference to the personalized web search on Google, which always favored certain results, seemed to be more confusing.
The searchability of one's own page and service is the decisive argument for content marketing par excellence. I myself make the experience that a good ranking on Google's orders quasi by itself.
SEO for panda and penguin
Unfortunately, or luckily, many of the beloved SEO tricks after Google Panda and Google Penguin are inconsequential or even harmful - but the myth that it would be mainly on the link, persists in the minds of even the provider, as I always may find in inquiries.
As Matt Cutts explains from Google's above video, links are becoming increasingly important as the currency of the Internet - although they may not be completely meaningless for the time being. Obviously, Google's currency links were not forgery-proof enough in the long run.
The rise of the content
On the other hand, content is becoming increasingly important. And good content. Here are some of my - purely subjective - observations in recent times:
- Good content is unique and not already massively available on the internet.
- If a text is not unique, it is noticeable in the ranking of the entire page.
- It can improve the ranking if pages of poorer quality (eg archive pages) are removed from the Google index.
- The more frequently the homepage of the domain is provided with current texts, the better the whole blog runs.
- Texts linked from the homepage are better.
- The longer a text is, the more quality Google apparently attributes to it.
- Also the outline of the text by heading plays an important role for readability, but on for Google. Attention must be paid to the correct hierarchy of the structure element.
- Also important is the award with markups - also because these are partially miteinzeigt in the search results.
- The speed of a page is an increasingly important ranking factor.
- Links can even be harmful under certain circumstances.
SEO is THE argument for content marketing
My conclusion is therefore: Google and SEO are THE argument for content marketing par excellence - of course next to the topic of reputation and branding.
However: To convince ROI fanatics, there is nothing better.
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German edition: ISBN 9783965960374
English version: ISBN 9783965963061 (Translation notice)
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