Growth Tips: All roads lead to the web

How to optimize your site with high-end content.

May 2, 2013   by ANDREW SHEDDEN

No technology has been more disruptive to manufacturers than the web, but companies will benefit from all that disruption by optimizing their websites.

First, understand that in today’s web-based business environment your products are being bought, not sold. This is a profound change in the way manufacturers conduct business.

Think of your company as a retailer. Buyers are performing early stage research online, which is similar to someone walking into a store and browsing. This means when potential customers are checking out your website it’s imperative they like your merchandise. But product brochures or data sheets aren’t the best ways to get their attention. Instead, offer a wide selection of high-quality content.

Start by mapping the steps in a typical buying process, then create unbiased educational content that addresses the most likely questions and concerns at each of those steps.

The second step is to update your content frequently. Blogging is an excellent way to produce and showcase content in a variety of media. Writing, audio podcasts and online video are the most common ways of producing content. And promoting your content through Twitter, Facebook, and other social media is a snap when you blog.

Google loves websites that have fresh content on a consistent basis and rewards these content providers with high organic search rankings that put you in front of your potential customers.

Andrew Shedden is an industrial marketing consultant and coach who helps manufacturers attract and sell more ideal customers. For free business growth resources visit his website at

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