Unless you’re a unicorn, you’re not the only one of your kind. That means your prospects have lots of options when they’re deciding who to hire. If your competitors seem to be winning more than their fair share of the market, they may have mastered a few content marketing strategies that you can employ to boost your own performance.
They’ve achieved optimal content density.
[Insert sound of angel’s singing here.]
I hate SEO-speak, but there is such a thing as optimal content density. And it does have an impact on your online presence.
An optimal content density in terms of SEO would be somewhere between 500 and 700 words. Why? Because it allows you to use targeted keywords in a conversational way without the content feeling over-stuffed or contrived. If you fall too far short of 500, the constantly recurring keyword is going to feel annoying and redundant. If you go too far over 700, your keywords will have to compete with other naturally-recurring words.
In terms of human happiness, 500 to 700 words is still an appropriate goal. Most people don’t want all the details. They want enough to answer their question and not one word more. Or as a former professor explained it:
Your writing should be like a mini-skirt. Short enough to be interesting. Long enough to cover the important parts.
They provide ample social proof where you can easily see it.
Put a testimonial on your home page’s hero image. Put another one halfway down the page. Put testimonials on every. freaking. page. of. your. business. website.
If your site isn’t swimming in social proof, you’re losing prospects to a site that is.
They’re blogging on a regular basis.
You don’t have to blog daily. In some cases – in many cases – I’d suggest not blogging every day. No one wants to know that much about air conditioners or insulation or whatever it is you’re marketing (unless it’s something universally appealing and interesting).
You do need to blog regularly, however. Because someone in your field is. And they’re doing it well. And they’re climbing to the top of the search engine results page while you’re stuck in the same spot you’ve always had. They’re enticing your prospects with humor or answering their questions in simple terms. And your prospects love it.
You don’t have to aim high to launch a competitive blog page for your business site. Unless you’re a publishing agency, once or twice a month may be sufficient to keep you relevant and indexed.
They spell out their unique value.
It can be hard to tell one roofing company from another. Especially when they all offer the same products and services. Roofing companies that are booming are booming because they offer prospects something that the next guy doesn’t offer. They offer advantages.
What are the advantages? That depends on the business, but it should definitely be more specific (and more unique) than great customer service, affordable rates, and high-quality products. Because you know who else is offering those generic platitudes? Everybody. And I don’t just mean every other roofer. I mean every. other. business. period.
To differentiate your business, you’ve got to pinpoint the exact advantages that you offer to your prospects, based on their anxieties and their objectives. That can vary based on your business’ locale, clientele, and capabilities.
For a roofing company in the tonier neighborhoods of Southern California, advantages might include: providing solutions for extreme climates, using high-quality products that increase home value, and responding to emergency roofing calls within 12 hours. For a roofer serving more humble abodes and homeowners of more modest means, offering payment plans and roofing materials with a guaranteed 30-year lifespan may be more compelling advantages. Note: these are specific advantages, not generic sales pitches.
They offer supporting evidence.
Even a unique value proposition will fall flat if you can’t back it up. Not only should your advantages be actual advantages that you can follow through on, they should be actual advantages that you have followed through on. And you should have plenty of evidence demonstrating this fact.
Gather all your data, your social proof, your case studies, and your white papers and make them available for review. There’s a chance that no one is actually going to bother reading through all of that information, but just providing it increases your credibility.
Need help pinpointing where your content marketing strategy could be improved?
Schedule a content audit with Aware Copywriting Services, and we’ll help you find ways to optimize your content and win more converts.