A Dozen Benefits of Brand-Driven Content

The hottest 20 Google search topics of September 23, 2010 included three related to a leading baby formula.

Number one was “similac recall,” number 10 “similac formula” and number fourteen “similac formula recall 2010.”

So if you sell Similac, you’re getting a lot of attention (in this case unwanted).

But if your business is rain gutters or golf shoes and you’re writing the site content, should you pepper your content with “similac” just to attract millions of eyes? Of course not.

1. Manipulating keyword searches is self-defeating, because people aren’t stupid enough to enjoy being manipulated.

2. Many emails that fly into my email account from SEO or content experts are obviously trying to manipulate me into buying something; they never even get opened.

3. They’re throwbacks to a simpler time (like 2006), when traditional direct marketing content attracted sales by using cute or slightly edgy subject lines.

“I blew it, Carey!” “Last minute surprise.” Such ploys remain popular with email marketing hotshots out there. But even if the sender is a legendary sales trainer, I don’t open his email, much less buy anything from him.

4. Thoughtful people don’t respond to manipulative content, even if it’s cleverly disguised by the copywriter as brand-driven. Don’t expect anyone to open manipulative content just because it was thought up by clever ol’ you.

5. Good brand-driven content doesn’t stray far from a unique brand: your values, core message . . . your “Mantra.”

6. It’s more difficult to attract online prospects into your sales “funnel” than it is to drive thousands to your site through a SEO “heating duct.” That explains why most marketers don’t do it.

7. But you aren’t that lazy; your content is driven by a strong brand. That’s how you attract the right customers. Try to “drive” disengaged prospects with digital smoke and mirrors, and your conversion rate will suffer every time.

8 – 10. Value is first, last and everything. Good content driven by your personal brand has plenty of value.

11. So nourish online business the way a nursing mother nourishes her newborn. Share something of real value–your brand–with people you really want to engage with. Don’t offer a million strangers a prepackaged substitute using quick-and-dirty SEO tactics.

12. In other words . . . recall the Similac.