The Tendo View

I was delighted to see Rick Burnes’s recent blog post suggesting that companies that invest in engaging Web content will ultimately attract a greater share of customer attention.

This reality has been building for several years. Companies large and small that invest in producing high-quality, original content—focused on the real interests of their target audience—not only build trust and credibility with customers and prospects, but also an annuity of organic search results that deliver cost-efficient audience engagement.

Think about it: You can build traffic through expensive banner or paid search campaigns—bring visitors to your website and treat them to an expected mix of content about your product or service—or you can invest a portion of your Web marketing budget to producing content that complements your offering with content your audience finds uniquely valuable. The search benefits are even greater if you commit to publishing new content on a regular basis.

This is not a new idea. Many successful marketers have embraced this strategy and are enjoying the dividends of their efforts. P&G’s Tide brand detergent provides a resource for laundry questions. Kohler provides a great service to site visitors with content that educates, inspires, and no doubt builds affinity and preference for their products. Does your website do all it can to maximize both customer engagement and your search ROI?