Content is King — period

By Brad Smith

“If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will.”

– Bill Gates

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 an article about that very topic.

Content rules the Web as we know it today. 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 or store, you need content. Period. As my colleague Blane Vik shared with you in the July 2013 issue of Outdoor Power Equipment, it’s primarily content that determines your organic search engine ranking. It’s essential, therefore, to your dealership’s online and in-store success that your marketing plan includes publishing relevant content on a regular basis.

That said, to get the most out of your publishing efforts, achieve high-ranking organic search results, drive more leads to your website, and sell more products and service online and in-store, your content can’t be just “any old words on a page.” Your content must be relevant, timely and valuable. When content is relevant, timely and valuable, it will always rise to the top.

Serve up the right information (Relevant)

To be relevant, the information you publish must focus on topics and information that is of great interest to your customers and prospects. When you meet this criterion, your content will most closely match what consumers search for, and the search engines will be more likely to return your dealership in the results. A good example would be content on your website or blog post about the latest, greatest lawn mower, chain saw or trimmer that you believe your target audience searches for online. Remember, your customers are actively shopping online, and they expect to find the best the market has to offer on your website, so your job is to serve it up to them in the most attractive, engaging fashion.

Not sure what content to include that meets the relevance test? Here are a few ideas to get you started:

Review your top-selling products.
Showcase your current inventory with key features, options, complete specifications, and eye-catching photos and videos. If you use photos or videos, make sure you include an ALT tag or code describing the image since the search engines look for this information to further evaluate the relevance of your content. A good source for these images is, of course, your original equipment manufacturer (OEM) media sites or your website provider.
Highlight product or service promotions on a “Specials” page that encourages visitors to take action. And don’t forget to feature those promotions on your home page in a banner ad with a link to “Specials.”
Promote events — customer appreciation days, open houses — as well as others in your area to become the go-to site for enthusiasts.

Beat your competitors to the punch (Timely)

In order for website content to be timely, it must be newsworthy. This means your ultimate goal is to immediately publish new product and promotion information. In other words, don’t wait until the new equipment is delivered and displayed on your showroom floor. Instead, start writing about it the moment you hear from your manufacturer representative that a new or improved product is on its way or that a special financing promotion is available. This content strategy is sure to generate interest and excitement, which will make your content stand out as newsworthy from the reader’s perspective — and more likely to “go viral” on your social channels, particularly if you can beat your competitors to the punch.

Think about creative ways to work with your OEM representatives to make your dealership a priority when it comes to notification of a new product or model release. Then, establish a protocol with your staff to consistently publish all OEM specifications as soon as they are made available. Get started with the following ideas:

Announce a “sneak preview” of new equipment to generate buzz and interest.
Attend OPE industry events, and blog about what you learn.
Set up Google Alerts for the brands you sell, so you are immediately notified when news is published on new products.

Position your dealership and website as the local authority (Value)

When you provide information, opinions or perspective that can’t be found elsewhere, that content immediately has value. As a dealer, you want to position yourself and your website as the local authority. The success of your business depends upon this established reputation. Your customers are looking to buy the right and best equipment, within their budget, for the job, so if you give a particular brand or piece of equipment the thumbs up, they are much more likely to make their way to your dealership to check it out. The key here is to share your enthusiasm and excitement through your writing, which will establish you as the go-to dealership for the latest and greatest value on the market. Here are some recommendations on how and what value-related content to include:

Why you’re different (and better) than your competition. This can include how many years you’ve been in business, experience of your service team, awards you’ve won, etc.
Videos. Your videos can include a tutorial showing how to use equipment.
Customer testimonials. Nothing speaks to the value that your dealership provides more than a customer testimonial. Don’t limit testimonials to your website; make sure you encourage customers to post reviews on your social media outlets as well.

As you begin publishing content, be sure to let your unique personality shine through by writing the way you speak. Add humor and interesting tidbits of information to prompt readers to leave a comment or spend more time on your website. Over time, your writing style will evolve based on the feedback customers provide, and you will likely find yourself motivated to share more of yourself in your writing.

Writing and publishing relevant, timely and valuable content needs to be your goal for all forms of communication you have with customers and prospects. This is especially true for your website or blog if you want to keep or improve your existing search engine rankings. If you already have a publishing strategy, keep up the good work. If you don’t, get started today on making your content king.

To quote Bill Gates again, “Those who succeed will propel the Internet forward as a marketplace of ideas, experiences and products — a marketplace of content.”

 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 outdoor power equipment, powersports, marine, RV, automotive tire and wheel, and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI’s website and eCatalog platforms to “Sell More Stuff!” Smith holds an MBA from the University of Wisconsin and is an Operation Iraqi Freedom veteran.