An excerpt from Aaron Schinke’s presentation at AutoCon 2013, September 4-6 at Aria Resort & Casino in Las Vegas, NV. Want to get your hands on the full PowerPoint? Just ask HERE!
Aaron Schinke kills it with more than content at AutoCon 2013
It’s unanimous. As confirmed by Google, one of the most important things you can do for you brand and its digital presence is produce high quality, unique content. But what does that even mean? It’s more than hyperbole – but it also deserves more than just lip service.
The purpose of content marketing is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
The secret here is to just get started.
But people don’t like to read!
Really? While ereader sales are down from its peak in 2011, providers continue to invest in tablet improvements for an expected 11.7 million dollars in sales as late into the future as 2017.
But buyers only use 3rd party websites for consumer research!
Really? According to Google, 83% of consumers use a dealership’s direct website as the main source of research information when shopping for a car. This is a fact supported by recent case studies and research released by top 3rd party lead aggregators themselves!
But I have nothing to write about!
Well…you’ve got us there. The task of creating unique and compelling content is one that challenges even the best hypothesis theorists in history; tests even the most proven algorithms. Otherwise, we’d be out of work!
Google provides tools to find keywords and plan content around real topics consumers are searching NOW! Real-time analytics provide further insights into what’s working and how to adjust your strategy.
Ok. Now where do I post it?
Blogs and forums are everywhere, but focusing on those that are top in your industry and get picked up most by Google will be your best bet. WordPress, Blogger, Tumblr are good examples. Next up? Professionally written press releases, custom landing pages and microsites.
Have a personality. One of our top converting pieces compared a used 2006 Ford Econoline Cargo Van in Kansas to a blank canvas to an artist possible of transporting large exotic animals and the world’s largest Pog collection. Boom. Sold.
Be sharable. The DealerFire Employment Page calls for a new Content Specialist to the join the team by making it clear it is looking for the next Bill Shakespeare capable of making a Ford Pinto sound like a Cadillac with nothing more than their poetic skills. Boom. More resumes than we can handle.
You have the immediate opportunity to be found during your customer’s shopping experience. If you do it right, you’ll be right where your consumer is when they go to look for information.
Putting time and effort into content for your dealership is paramount to its success, but you need to do more than a 3rd party to copy and paste some awful blogs for you. Your entire dealership (and website) is a content hub waiting to be unleashed. Put your site to work for you right now – and even have fun while doing it!
Want to get your hands on Aaron’s full PowerPoint presentation deck? Just ask HERE!