William Cruse - Cross Platform Marketing Integration

Clean up your blog.

WHY DOES THAT MATTER?

Most blogs—even corporate blogs—are crammed full of junk. Blogspam.

Why?

Because Search Engine Optimization says cram as much stuff in there as possible, right? Let your employees generate all the content; they never get tired or run out of stuff to say, right? Have a blog that links to a blog that links to another blog because that’s what Search Engine Optimization is all about. Right?

While we're at it, your blog should look and feel like every other blog, right? Since, with online media, delivering an engaging message plays a secondary role to simply posting reams of data points condensed to their simplest form, the form preferred by Search Engines, right?

Maybe not. At least not according to Google. Not anymore.

SO WHAT NEEDS TO CHANGE? AND WHAT NEEDS TO STAY THE SAME?

Don’t stop marketing with your blog. Blogs are among the most effective marketing tools ever created.

But ask yourself, What it is your customers want? I think your customers—especially
astude, educated, technical, business-to-business customers—want well-presented, well-thought out information.

How do you give them that? Edit your blog. That's 'edit', not just 'write'. As in, take some time with it. Pretend it's a newspaper or a magazine. It's not just what you say, it's how you say it, that engages readers. And the more you engage them, the more you give them something they want to read instead of keywords and haphazard data points, the more time they spend on the page. Time on the page. Time with you. Isn't that what you want most of all?

Consider this: The Huffington Post, the most successful blog in the world depends primarily on print journalists who learned their craft and earned their salaries writing for real, live human beings, not search engine robots.

I can show you how to do that.

I can take what you have and make it better. How? By editing what your people produce, which will make them proud(er) of what they do, which will likely make them want to do even more than they do now. By juicing up the headlines. By editing your self-shot video. By working with your salespeople to script presentations that say what they want to say, only better than they can say it themselves.

You can still do most of the work yourself, originate your own content, determine what to say, and when. But, working together, we can snazz it up a little. Keep it fresh. Present it from the customer's point of view.

WHAT DOES THAT GET YOU?

More time on the page. Or the post. More time to engage your customers. More time to explain not just what you do but why it matters to them. More time to sell. More time to seduce the Search Engines. And most of all, more time with your potential customers, the most valuable time of all.

LEARN MORE. TELL ME WHAT YOU NEED. TELL ME WHAT YOU THINK.

Call 704.258.7156

Email bill@williamcruse.com

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