Make an effort
Popular Web-scraping or harvesting technologies allow companies to take relevant content from another website to display on their own pages. These relationships are often negotiated and reciprocal between multiple websites. A lot of companies utilize keyword-enabled news feeds from local or national news sources on topics relating to their businesses.
While these types of content filler are useful for keeping a company connected to the larger marketplace or having the latest headlines displayed, they don’t offer original thinking or insights that strengthen a company’s position as a leader in the field.
There simply is no substitute for thoughtful content designed to meet the search needs of your customers. In order to satisfy your customers, you will have to put in the time it takes to do it right — or hire content experts to help you do it right. Companies like Raidious and Professional Blog Service LLC in Indianapolis help dozens of high-profile brand names produce the kind of quality content that their customers are seeking.
Keep content fresh
Getting a customer to sign up to receive your newsletter is a good thing, but it’s only the beginning. Companies like Right On Interactive in Indianapolis have developed products that help you easily segment, schedule, trigger and deploy a series of communications to customers and prospects as they move through the customer life cycle.
This is why content is so important at each stage in the customers’ relationship with your company. If your customers lose interest in you because you fail to keep them engaged after you expended time and resources to draw them to you in the first place, then you may as well consider spending money on your own ill-fated celebrity “buzz” marketing campaign.
James L. Jay is president and CEO of TechPoint, Indiana’s technology industry and entrepreneurship growth initiative. He also serves as president and CEO of TechPoint Ventures, which has invested more than $16 million in early-stage capital in 12 Indiana-based technology companies through HALO Capital Group since 2009. An Indianapolis native, he has a successful track record as an entrepreneur, business leader and public servant.
