SEM Six Pack – Ben Lloyd – “Content Is King”
Brainstorming content: What do you do? Why? How? Ask your customers. Ask sales: Pain Points.
What closes the deal? Site search: What do your visitors want? Learn from the big guys (Expedia, Amazon & Reviews).
Blogs share too many content virtues to list…must be compelling.
User generated content.
New techniques: Universal Search (Images, Audio & Video), Timely content is found faster (Blogs & Feeds). Content is meaningful to your audience, improves conversation, integrated with site navigation, tied directly to offering.