In the age of light speed content, keeping
up with trends and trying to engage our target audiences, many marketers are
missing a key opportunity right on their owned media.
The content frontier shifted again after
the cooling period of being able to find anything and everything with a search
engine. Now, there is so much access to information that the idea of sifting
through 1,483 Google pages is not as appealing.
Once you find the information you want,
there is uncertainty on which solution to choose out of the myriad of options
out there. This, according to the ITSMA’s recent study, is where people make a
difference.
Not only are the highest viewed pages on
your site people oriented, but they are currently the ones that are updated the
least – that spells a big missed opportunity when you’re looking to engage
potential buyers, influencers or other key audiences that can make a difference
to your bottom line.
According to Hubspot and other marketing
giants, the top pages that get the most attention are:
1.
Homepage
2.
About Us Page
3.
Blog
4.
Contact Us Page
Surely, this isn’t ground breaking news. As
we look at the list everyone is probably nodding their heads, as that is
exactly where they go as well. Notice that 2 of these pages have the word “us”
in them. This is where your visitors want to know who “us” is and how to engage
with them.
So, why are we leaving these top pages a
wasteland of useless information with no value to our incoming opportunities?
Most people don’t understand that a head shot and biography just doesn’t get
people excited. What they don’t know is just a little bit more and making that
person seemingly accessible will go a long way in how that individual feels
about your organization.
We’ve all known for a long time that people
are more interesting than any other content out there, but faced with
aggressive targets, need for growth, and showing results on how we’ve been
successful meant a scramble to get it all done.
Enter a new generation of users and how
they like to consume information and it’s not enough to just have a page with a
face. They want to know more about that person, see how they operate,
understand what they’ve done before – and not just to get a job, but to get a
feel for them as a whole person – as though you were standing in front of them.
The best part of showcasing your people is
that they come with something you want and need - good original content.
Tapping into this content source and
showcasing the talent you have is also easy on the budget. Now you have content
and a way to engage more people and opportunities.
In fact, if you play your cards right you
allow visitors the ability to contact their person of choice, without divulging
their contact details, and have those routed to the right people to respond on
their behalf.
Another benefit? Google loves people and it
will reward your efforts on its pages.
Now, when you’re putting together that
marketing plan, differentiate yourself and your products with the great people
behind the business. You’ll be glad you did.
Deanne Taenzer
Deanne has worked with and coached
executives across a broad spectrum of organizations. Thought leadership and
people content programs have been a big part of her recent work. Now with
ExpertFile, this area has grown in both reach and results. If you’d like to
learn more about how to do this effectively or how ExpertFile can help, reach
out to dtaenzer@expertfile.com.
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