In his book Duct Tape Marketing (Chapter 6 “A Web Site That Works Night and Day”), John Jantsch outlines the Benefits of a Content-Driven Website:
These days you’re expected to have a website and prospects often search before calling.
Typing a few words or less into a search engine is extremely easy. Clicking a link is even easier. A content-driven educational site will receive many more back links (other sites linking back to your site) than a sales-focused company site because people will find it helpful and interesting. More content means more back links which means a higher position in organic search. This is the goal and the holy grail of SEO.
2. Shorten Selling Cycle
Having a rich content-driven website allows customers to find many answers on your site before even speaking to you. This builds trust and can often lead to prospects wanting to do business with you right away.
3. Access to Your Information
Post the contents of your marketing kit online and direct prospects to your website to acquire information. Marketing information on your website is available to prospects whenever they wish.
4. Tool to Refer Your Business
A content-driven site is easy access to your information for referral contacts to direct referral prospects to first. John even suggests creating a specific page for “Friends of Bill Smith” if you end up with a referral contact who is doing a great job helping you get new business.
5. Automate Distribution of Marketing Information
Your website is an important part in the distribution of free or low-cost information and tools that allow your prospects to get to know you. A website is one of the easiest ways to start automating this process.
6. Capture Lead Data
Capturing and nurturing leads is where technology has improved upon the older forms of marketing such as billboards and newspaper ads. When a prospect voluntarily gives you their contact information they are giving you the starting point to begin marketing to them for months and years to come.
He also mentions that there are simple tools that allow you to add audio testimonials to your website. Hearing someone’s voice is even more powerful than reading their words. But we’ll get to that another day.
One of the most important reasons to have a content-driven website is to increase the number of web pages on your site. HubSpot says more web pages means more leads for your business, “Businesses with websites that have 401-1000 web pages get six times more leads than those with 51-100 pages.”
Providing more offers and blog articles creates more opportunities to rank higher in search engines. Google’s spiders search out the most relevant and unique content. So, the important thing to keep in mind is quality and quantity both matter.
For hearing aid marketing, you may be wondering if enough people in your targeted demographic go online to read blogs and use social media. One thing to keep in mind is that people who are 50+ have children and grandchildren who spend a lot of time online. These same people are in the demographics that use social media and read blogs the most.
Evidence of adapting to this new thought process can be seen in the AARP using Pinterest. HubSpot brings up the idea of expanding the ways in which customers can find you, “Show versatility. What’s a company for people 50+ doing on Pinterest? AARP is pinning interesting images that could attract people outside of their target audience. This could bring in customers through the children and grandchildren of their target customer.”