A Superb How-To and the Story Behind the Story
Today I met with a Colorado Springs business owner in the roofing industry. He was sharing with me about how he wanted to have more of an online presence. He explained to me how he recently launched a new website and was looking to start blogging on a regular basis. Currently, his receptionist is posting helpful articles about roofing, but it is not original content. So, I began to explain to him why it is a good idea to blog, blog regularly, and create your own content.
To Blog or Not to Blog
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The Colorado Springs market(and Pikes Peak region) is a bit behind in embracing the Internet as a primary way to advertise. Most businesses I speak with either know enough about online marketing to get them in trouble or have never touched it at all. Here's what blogging will do for your business:
1) Creates an expert reputation- The roofing industry has a bad reputation for being dishonest with customers. When you create helpful content for consumers it let's them know that you know what you are talking about and you can be trusted. Who's website would you trust more, one with static information or one with static information and helpful informational pieces geared to help consumer buying easier?
2) Helps consumers find you more often- The roofing industry in the Pikes Peak region is one of the most competitive in the nation. With Colorado's unpredictable, harsh weather, a roof's life is significantly shortened, which means big money for roofing companies. A typical roofing website has four to five subdirectories. A roofing website that blogs will have those same standard subdirectories, plus 400-500 additional subdirectories on roofing blog content created for consumers. More subdirectories means more "pages" that Google indexes in their search engine and more ways for consumers to find your business on the Internet. Five pages or 500? The business with 500 has the upper hand.
Don't Just Create a Blog, Blog it
I can't tell you how many times I have seen a business with a blog and it be abandoned. Here's what I have to say to a business considering starting a blog, if you're going to blog make sure you or an employee of yours is designated to update the blog on a regular basisdo it 100%. Creating a blog and not following through makes you look silly to your competitors and disappoints your website visitors. If you know you don't have the time to keep up with blogging you shouldn't do itor you should hire someone to do it for you.
Content is Good, Original Content is Better
When I spoke with the roofing business owner today he explained to me that he was blogging but it was not his own content. Using portions of someone else's content or all of someone's content, when giving them credit, is content to put up on your website. Original content is event better because it is unique. It is too easy to rip someone's content and put it up on your site, plus you run the risk of plagiarism. Furthermore, Google recently announced that they will index original content higher than repeated content.
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Posted in Pets Post Date 12/19/2016