Transform Your Website Into a Customer Attraction Force Field with Magnetic Content

Guest post by Barry Feldman

Attention advertising professionals:

Barry FeldmanYou won’t be needed any longer. Get your resumes together and get out. We’re web-centric now. You never really fit in that well online and you’re kind of annoying. When I’m online I know what I’m looking for and advertising ain’t it.

Harsh.

I am (was) an advertising professional. (Am I an advertising professional with a death wish?) What the hell happened? Google happened.

You get that, right? Search rules. That simple screen with the horrendous logo and big blank box is right up there with water in terms of your basic human needs.

And those electronic thingamabobs Santa keeps bringing you—the little pile of pixels you only turn off at church—they’re your library, newspaper, bookstore, shopping mall, game room, movie theater, radio, photo album, mail center, telephone, teletext, television, and telecommunications crack. You’re addicted.

Unfortunately Steve Jobs isn’t around anymore to figure out how these devices can feed and nourish you, but someone’s bound to. When that happens, they’ll also be your garden, pantry, fridge and favorite fast food.

New rules:

Search definitely rules the commercial universe, but a number of other things have come to rule too…

  • Digital rules
  • Immediate gratification rules
  • Relationships rule
  • Social media rules
  • Content rules

Taylor Swift seems to rule too.

News flash:

Your brand is not what you say it is… It’s what Google says it is. Awesome, eh? And oh-so-true. (I got the passage from page 6 of Mitch Joel’s great book, “Six Pixels of Separation—Everyone is Connected. Connect your business to everyone).”

Let’s ponder this very cool book title. Connect your business to everyone sounds pretty darn good. Sounds profitable. But how do you do it?

Magnetic content.

Content marketing is the process of creating and delivering valuable content to your target customers. Most of the time, it’s free of charge. Turn on the power of content marketing and you get traffic to your site, lower cost leads and sales. You achieve what advertising usually does not. You get people to know, like and trust you.

Is it any wonder everyone’s talking about content marketing? It’s effective.

How it’s done.

Instead of buying media, buying stamps, buying professional phone callers, or buying whatever you used to buy to deliver your message to people who mostly are not interested, you become the media.

It’s easy. And it’s hard.

The easy part is the technology. I want to share this incredible piece of research I recently found about 100 top tools for learning and teaching (otherwise known as content marketing). My favorites on the list (in no particular order) include Slideshare, Twitter, LinkedIn, YouTube, Pinterest, Hootsuite, Scoop.it, Google, and of course, WordPress.

The hard part is doing content marketing effectively—magnetically attracting new customers and equipping them to do some magnetizing for your brand too. Yeah, referral business… word of mouth… or my favorite: word of mouse. Call it what you will. It’s the most powerful form of advertising ever. Always will be.

So here’s what you do. You need to stop interrupting people with stuff they don’t want. This will save you a lot of money. Then, you need to start being the expert prospects rely on. This won’t drain your budget, but it will tax your time.

The 7-Step Customer Magnet Program.

I felt the need to capitalize those words. They seem kind of sacred. Soooooo…

I read about content marketing day and night. I go where the marketing heavyweights go. I create content about content marketing. And one of these days (tomorrow probably), I’m going to write a book about the subject.

For now, I created a presentation. I put it on Slideshare. People liked it and I got all kinds of requests to do an article related to it. This is it. Soon to come is the audio track. (Yup, I like to talk almost as much as I like writing).

Dude, would you share the steps already? I hear you.

  1. Determine what action you want customers to take.
  2. Determine what potential buyers need to know.
  3. Create a content plan.
  4. Put a content creation team together.
  5. Get your digital ducks in a row (publishing platforms, social media, equipment, etc.)
  6. Promote what you publish.
  7. Measure everything.

My presentation has all kinds of cool crap (including a little illustration of crap). And I have a lot to say about transforming your website into a customer attraction force field.

Also, I have “21 Pointers to Sharpen Your Website” available to you on my website and also on Slideshare.

I gotta’ go now. I have content to produce. You do too.

About Barry Feldman: After making the rounds in the ad agency business for about a decade, Barry established a freelance copywriting business in 1995. Ever since, he’s partnered with corporate marketing groups, small businesses, ad agencies, and design firms. For over 20 years Barry has worked across a spectrum of product categories for hundreds of companies big and small. Follow Barry on Twitter and SlideShare.

32 Responses to “Transform Your Website Into a Customer Attraction Force Field with Magnetic Content”

  1. Dick Wagner

    Thanks… Awesome article. Just the reminder of what “rules” helps put this into perspective. I was also happy to see you listed Relationships as one of those things that rule because so many tend to forget in the Social Media world it is STILL about relationships.

  2. Maurine

    Thank you for your example of a very direct writing style that draws the reader in! Great information.

  3. Mike Nuccio

    Great article and advice. All but that Taylor Swift seems to rule too statement. I’m more of a Grace Potter fan.

  4. Paul

    I mean, come on… “Write interesting stuff”, “Don’t deliver boring shit”, “Give the reader what he/she is interested in”. Could you be any more shallow? Make a slideshare about how to tie my shoes while you are at it, you are doing great on the poopy part.

  5. Mick

    I got a 404 error when I clicked on the “Six Pixels of Separation—Everyone is Connected. Connect your business to everyone” link.

  6. John Catsicas

    Thanks Barry for your insights – appreciate the work you hvae pot into your blog. Keep it up

  7. Guest Author

    Thanks Maurine. Let’s call the ability to draw the reader in “magnetism.”

  8. Guest Author

    Thumbs up Mike. Didn’t mean endorse Taylor Swift though. I was speaking to her popularity with the fans.

  9. Guest Author

    Sorry you didn’t get anything from the story Paul. It’s meant to be commentary on the way things have changed in marketing and provide some guideposts for newbies. I spend a lot of time with content marketing, so I could dig into a whole lot of topics. You might suggest what type of advice you WOULD find valuable. Your shallow friend ~ Barry

  10. Guest Author

    Love the feedback Jason, Sach, Eddie, Muhammmed, John, friends of Slideshare. Hope to find you engaged at my blog too… feldmancreative.com/blog

  11. Guest Author

    Bonomaully,

    The link appears to working. Please try again. The article drew a ton of clicks, so I guess it’s possible my server let me down a time or two. Thanks for the heads-up.

  12. Chris

    I went through the slides and blog quickly to see what it was about. I figured it was how to get Google and other search engines to find your content better so customers would find you. I Googled several key words from the slides and blog. No one single hit from SlideShare….makes me wonder about the value of this advise.

  13. Mayavan.R

    Awesome Article! It’s really very nice information. Thanks for sharing with me.

  14. Barry Feldman

    Chris,
    Interesting. I did the same and found the article on page one of most searches. That said, it isn’t specifically about getting clicks. It’s about getting customers and brand advocates.

    Todd, Mayavan, Jasmine,
    Thanks so much. Glad you like it.

  15. Marie-Claire

    Thank you, Barry. You have summed up what I have spent close to $10,000 to learn. I love your clear, relevant, easy to digest information. Thank you! Keep rockin’ it!
    Loving Who You Are,
    Marie-Claire Bernards
    http://www.thewillowpond.com
    @MClaireBernards
    marieclaire.bernards

  16. Barry Feldman

    @marie-claire
    What an awesome comment. I hope to keep rockin’ it. In fact, I’m working on an ebook/repo called “Rock and Roll Content.” I hope to learn more about Willow Pond and have the opp to work together. Thanks MC.