3] Adopt The Publishing Model

Time Magazine’s ‘Man of The Year’ award in 1982 went to the “Personal Computer”.  It was a shocker. A game-changer.  A harbinger of things — BIG things — yet to come.

Content is ‘King’
Today, ‘Content’ is where the focus of marketing has shifted due to the role of a little company in California called . . . Google™.

The real ‘power’ in marketing has shifted away from the marketers and into the hands (or PC’s, tablet computers, smart phones, etc.) of consumers seeking useful ‘content’.

Access to Information is Everywhere
With access to ‘the net’ being so easy and available, consumers have the power — to learn anything they want, the moment they want it, from anywhere they happen to be.  They simply use ‘Google’ to search online and, Voila! — it’s done!

Attraction, Not Interruption
As consumers, we’re conditioned to search for answers to our questions on our terms, when we want to know something.  The days of ‘pushing’ an ‘intrusive’ message on ‘everyone’ that most find ‘intrusive’ are fading fast.  And if you tenaciously hold on to that model of marketing, you’ll be gone before too long, too!.

The New Model:  “Be Found, Not Obnoxious”
Getting found by consumers when they search isn’t difficult.  Ask Google.  They invented ‘Adwords’ and PPC (pay per click) advertising that places your online ad in front of ‘qualified’ consumers based on ‘keywords’ in what they’re searching for.  And it works.  Very well.  But it gets expensive, quickly.

The Better Approach:  “Organic Search”
It’s obvious you want to be found by consumers who are searching for what you do.  But you want to do it both effectively and affordably.  Right?  OK.

Then you want to publish relevant information that Google will show to a prospect when they search online — using a blog (like this one you’re reading now) as your publishing platform.

Why Google Loves Your UN-PAID Content
The more consistently you publish relevant content, the more Google loves you!  That’s also why Google shows your content to consumers far more often than sites that don’t publish relevant information on a consistent basis.  Here’s why . . .

Even though Google makes a ton of money from ‘paid advertising’, they know consumers want quality information.  So in order to keep people using Google as the search engine of choice, they must offer the highest quality content they can — along with the paid-for advertising — or consumers won’t be using Google and their advertisers will go bye-bye, too.

Ironic, isn’t it?  Google’s paid search model (Adwords / PPC) is actually dependent on providing consumers with relevant and quality content that doesn’t (directly!) generate revenues for Google.

In Biology, you learned a term: ‘symbiosis‘ –– two entities that, while different, each benefit from associating with one another.  It’s why Google loves you — even if you don’t pay them to promote you.

Don’t Fight Reality — Go With It
Modern marketing is largely about helping prospects find you / your firm when they’re searching for information you have that they want.

Publishing useful information on a regular basis builds your authority in the eyes of Google and makes them show your content to prospects more frequently and more favorably than the content of your competitors who don’t.  Yes, it’s THAT simple.

Publishing Content is an Ongoing Commitment
Being found online is only the beginning of your courtship with prospective clients.  Quality content in the form of case studies showing how your clients enjoyed success because of your expertise, testimonials that provide ‘social proof’ of your value and capabilities, insightful e-books, Special Reports, blog posts, video, webinars, recorded audio and the like are all forms of ‘content’ that help you attract traffic to your site and then . . . position you as a ‘trusted advisor’ who, when the need arises for what you do, will be seen by more and more prospects as the ‘Preferred Provider’ of the services you offer.

Commit to publishing content consistently and relevantly. Google will love you for it and show you to prospects who will get to know, like and trust you.  That generates business — for you — at the expense of your competitors who are either too ignorant or indolent to adopt the publishing model as a key factor in marketing simply, effectively and affordably.

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