These words were uttered by Microsoft founder Bill Gates way back in 1996, when he coined the term “content is king.” Fast forward nearly two decades, and here we are writing a blog post about this very topic.
In fact, content rules the web. Whether it’s general website information, blog posts, social media conversations, or digital magazine articles, if your business goal is to drive more traffic to your website, you need content, period. It’s content that determines your organic search engine ranking.
Now, this content can’t be any old words on a page. Your goal needs to meet the needs of your customers, therefore it must be:
Relevance means the information focuses on a topic of great interest for our customers. A perfect example would be web content — whether on your website, social media or blog posts — about a new OEM vehicle. Your customers are passionate enthusiasts who look forward to seeing the latest, greatest powersports has to offer; serve it up to them in an engaging fashion.
In order for this very same web content to be timely, you need to publish it when the vehicle hits the showroom floor, or sooner if you can get all of the specifications prior to product release. This strategy creates urgency, and it makes your content likely to go viral, if you can beat your competitors to the punch. Think about creative ways to work with your OEM rep(s) to make you first on the list when it comes to releasing new model information, so your content is newsworthy.
The value of content is providing information, opinions, or perspective that can’t be found elsewhere. As a dealer, you are viewed as the expert; therefore, your opinion on new vehicles is respected and trusted. Your customers are looking to buy the hottest machine out there, so if you give a particular vehicle the thumbs up, they are much more likely to make their way to your dealership to check it out.
Now, this becomes more complicated when you are not necessarily thrilled with a new OEM vehicle. As a dealer, you naturally don’t want to offend the OEM, but don’t you have a responsibility to tell the truth when it comes to quality, features and style? Your call, but the best of the best dealers get real with their customers. This is where social media conversations come into play. Social channels have changed the landscape of customer relationships because they are casual, allowing you to convey your real personality and opinions.
Relevant. Timely. Valuable. Remember these three words as you write your website and blog content and you are sure to become the king of the dealerships in your area as your search engine rankings continue to rise.
Brad Smith is ARI’s director of product. ARI creates award-winning software solutions that help equipment manufacturers, distributors and dealers Sell More Stuff! — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in automotive tire and wheel, powersports, outdoor power equipment, marine, RV and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage our website and eCatalog platforms to Sell More Stuff! Smith holds an MBA from the University of Wisconsin and is an Operation Iraqi Freedom veteran.