Website Marketing Strategy That Focuses on Content Generation

For some websites, SEO isn’t the most effective marketing strategy. Fortunately, there are other ways to reach potential clients. Content generation is one such way.

Video Transcript

Janel: Okay, so my client is pivoting their message around from products to more of a service. They really like this very simple design from a video producer. So, it’s the same niche, and it basically had a homepage with a video on it and then an eight or ten-post portfolio page that linked to YouTube videos and maybe a form or two. Basically, that was it. This website owner has a large following, and I’ve since found out that they really pushed content. So, they were making content on a daily basis for a year. I think they have 33,000 followers on TikTok, and then maybe half or a third of that is on Instagram, and then less on YouTube. But they do have really great content. So, that’s feeding back to their website.

David: Yeah.

Janel: She really likes this approach. And since this would be a switch from their content and their goals will be completely switching, is there anything else that I should consider or talk with her about before we go to this route? She knows that there’s a lot of content generation on these platforms that provides these results. I was like, yeah, you need to have a strong brand awareness so that people can visit your website because, at that point, I’d imagine, she’d pretty much have just a blog and then a homepage and contact form.

David: Yeah, I like this. This is kind of a strategic question, right?

Janel: Yeah.

David: From an SEO perspective, a one-page website with just a couple of YouTube videos is not going to get any organic traffic. But she may not care about that.

Janel: Yeah. She’s seeing that what she has now isn’t converting, and yeah, I can find some issues with it. I hadn’t guided her through the marketing process, and we haven’t done strategic planning on our website. I was pretty much just implementing things for her on the website prior to this. Now we’re collaborating a little bit more, out of this room.

David: So, let’s just assume that we don’t really care about SEO for this site. Maybe that’s an oversight. Right? But maybe we’re just so good at these other channels that we don’t need SEO. I say I love SEO, but it’s not for everybody. SEO responds to demand; it doesn’t create demand. Social media does a really good job generating demand, while SEO does a really poor job. Right?

Janel: Yeah.

David: So, if she is a demand marketer, if she has an audience and is paid to promote products and stuff like that, SEO isn’t going to be her big win. Yeah, but if she has products that she’s drumming up support for and trying to get people to buy or services that people don’t…

Janel: Yeah, it would be a service.

David: Yeah. So, if it’s a service, that’s where it could be helpful to go through the keyword research process and determine if people are looking for this service. If they are, then SEO might be an opportunity. If they’re not, because people don’t know… I have a new prospective client where they have a really wonderful product. They’ve worked really hard building it with experts, but no one knows it exists. It’s the best product ever for infant children. It’s great. I’ll be proud to work with them. No one’s looking for it because they don’t know it’s a possibility. So, the play isn’t SEO. But if it’s a service like your client’s doing and people are looking for the service, for instance, if they’re a plumber. Well, people look for plumbers. Right? But if it’s not, the keyword research process will help you flush through whether people are searching for it and whether or not SEO needs to be a consideration. So, if SEO is not a consideration, then the purpose of the website is a strategic question. I’d suggest a couple of things, like Instagram and platforms like that. You’ll get one link to a page, and then you could potentially cross-pollinate.

Janel: Yeah. A link tree. It’s a bio thing.

David: Right. And so, it’d be just a complicated version of that. But I’d say, and this just comes from lots of experience doing online marketing, I get really tired of renting traffic and being at the whims of whatever algorithm may be coming through. Right? I mean, Stephanie can tell us about Facebook algorithms and how you did this one time, but now it is getting a lot harder. But we talk about the Google algorithms, too, right? So, it’s like, all right, now we’re all AI-generated. Is our traffic going to evaporate? So, if I was this person, I would want to try to control as many people as I could. Boy, that sounded terrible. Try to control as many people as they can. Now, you know what I really think of TikTok?

Stephanie: I would say your dictatorship is coming out.

David: Yeah, yeah, yeah, that’s right. Terrifying. But I would want to control the message as much as possible. And by that, I mean get people into my email list. And if that’s the call-to-action of your website, no matter what platform they’re coming from, if I have them on my email list, I have a captive audience of people who really want to follow me. So, if TikTok gets banned or whatever, if the Instagram algorithm just totally trashes whatever service area, for whatever reason, we’ve built up a really, really good quality email list, and that’s going to prevail over whatever.

Janel: Yeah.

David: Then, while she’s transitioning to the next social media platform, she’s got her email list saying, now go follow me on the Twitter X platform, whatever the latest platform is. So, I would almost say the purpose of the website is to consolidate all the traffic and get them onto your weekly email or whatever.

Janel: Yeah, the website that she liked had a decent-sized form that included some detailed information – more than just name and email. It’s more like talk to me about your project. So, it doesn’t sound like they’re sending out newsletter-type emails. It’s more like a connection to work on your project. But certainly, having that list would be valuable.

David: Yeah. And not everybody, especially from a social media perspective, who comes to your website is ready to hire you for the service.

Janel: Yes.

David: We want to have that captive audience, not control people. I have one of my clients whose email list is almost a joke. It’s like the month is a little slow. Send an email, and we’ll make $10,000. Right? It’s wonderful for them. They just think of their email list as I just need an extra ten grand this month; I’m going to send out an email. And if you could have an email list like that, full of people that were really valuable…

Janel: Yeah.

David: You’re like, hey, my service is a little bit slow this month. I’ll just send out an email inviting people to sign up for my service because, for whatever reason, it is a little slow. Great. You know, that is a win. And if this person is, even every once in a while, gently nudging people to sign up for an email list or whatever, now you have a line of people waiting to work with you.

Janel: I know if you’re pretty much a service provider, like if you’re in the video production industry, I mean the value is really getting to see the latest videos that may help them in there because maybe you are also in an adjacent field.

David: Right. Yeah. And that’s where the email strategy is a whole other conversation of what you know. But to me, an email strategy is similar to a blog strategy where it’s like we’re not just selling in our blog; we are talking about helpful things. And by the way, we can help you with this, but really, we’re just providing something of value to you for free. And that’s the same way for a good email. It’s not just buy, buy, buy. Now. That’s harder for some industries and services, right?

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