Use Your Site to Tell A Story

The big buzz, of course, is SEO...Search Engine Optimization

. Don't, however, concentrate on SEO to the exclusion of everything else! Remember that a big part of SEO is having content that people are interested in in the first place. That's where the old rules of persuasive ad copywriting come into play again. Small and large companies alike are still struggling with this type of thing, even in the Internet age.

A big company might wonder what story to tell, since they have so many to choose from. A small company might wonder what they can even say in the first place.

Your customers aren't so exacting and demanding that you need to pick The Perfect Story to tell them. It's a bit like wondering what to talk about on a first date...everything? Or not much at all?

Maybe the most important takeaway from this is to not just fall back on product specs and special offers that don't make a connection with a user other than just being data and figures. That's maybe one of the worst things you can do...because data and special offers start to all sound the same after awhile and the users' eyes glaze over...

What is it that makes your product different? What problem can it solve for the user? How can it make the users' lives easier? What value does it bring? That's what you want to get across.

It doesn't have to be the best or flashiest story. It doesn't have to be the most riveting story. In fact, something down-to-earth and mundane can often get the story across. That's where blogs can be a very useful tool...the blog puts a personal point on the story and tells it in a conversational, inside-knowledge sort of way. You need your story (or blog?) to get across to the user what your company, your ideas, your employees and your culture are like, and what it can do for them. Make it into something that will stick with your customer and that they will want to tell others about.

It's a warm, direct, personal sort of marketing that is more challenging than just listing special offers and product specs. It can be more challenging, certainly, but think about other campaigns or other content that stuck with you as an end user. Trust your gut, and you'll be more comfortable with it over time. You want to build and nurture relationships with your customers and users, and your content should be aimed toward that goal as much as toward getting great search engine results.

Jerry Renshaw

Content/Admin

Business Communication Solutions

SEO and Webdesign for Austin Texas

http://www.bcs-seo.com

Use Your Site to Tell A Story

By: Jerry Renshaw

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