When companies decide they need increased traffic to their website, they start blogging regularly, but searchers and search engines all too often don’t seem to care. There’s a reason why. The company isn’t focused on creating the right content.
Content will always resonate more with a potential customer if you’re viewing things from their point of view. Issues that need addressed most are typically “hot button” issues, but most businesses don’t want to touch these topics.
For many companies, creating content around these "hot button" issues means breaking away from traditional business marketing practices and feels too taboo.
In The Big 5: Blog Article Topics Guaranteed To Drive Traffic, Leads, & Sales, Marcus Sheridan states there are 5 subjects that move the needle in every single industry. They are the things that when a consumer is looking to make a buying decision, "they are searching it, they are asking it, they are thinking it, they are saying it, they are going to Google and typing it!"
For many companies, creating content around The Big Five means addressing subjects many don't want to talk about. But these topics have been proven to increase traffic, leads, and sales.
So what are they? Here they are:
- Cost Questions. You don’t want to talk about cost or price on your website, but of course when you are getting ready to buy something you want to know, “What does it cost? What is the price?” Cost is at the root of all transaction considerations, so you need to address it with your content.
- Problems, Issues, Negative Reviews. A lot of companies don’t want to address these. You have got to be willing to address the elephant in the room. If there are problems or issues about what you sell, you need to address them.
- Versus or Comparisons. Have you ever been asked, “So which one would you choose?” Or, “How do you compare versus your competitor down the street?” We only like to talk about our stuff, but you can’t do that. You have got to talk about what the consumer wants to know, and consumers want to know how the competitive choices stack up against each other.
- Reviews. How often do you and I search for reviews online? We are constantly searching for reviews to help us understand how products and services pan out in the real world, so do the research and become the go-to resource for helping customers make decisions faster.
- Best. We love to search for best. Consumers use "best" queries to help identify top choices.
When you create content focus first on The Big 5. They require you to address things that you are not used to addressing, but if you want to truly increase trust, traffic, leads, and sales, The Big 5 will help you do it.
To learn more about what The Big 5 are, and how you can use them to keep your efforts from ending in yet another tragic content marketing story, watch the video.
If you need help writing Big 5 content for your site, sign up for a free Lead Boost Review or give us a call. We’d love to help.
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