This morning was perfect for coffee on the back deck as the sun came up. It was perfect to catch up on reading some industry news in the quiet before the day became full of emails, ringing phones, inevitable discussions of home add-ons and home improvements, and finally a whole bunch of work that, oddly enough, I look forward to doing.
There was one thing that stood out to me while reading this morning. It was a rather small, but powerful, quip on Twitter, and it read “marketing is nothing more than making sure something doesn’t die, so why are you so serious?”
That is why I love content marketing. Other than being a standup comedian, I don’t think there’s another profession where your personality can be so prominent in your work. Of course there are times that call for seriousness, and Lord knows I’ve shown the fun side of myself and my work at the worst possible professional moment, but truth is, we all have, and we all live, and we all move on. And yes, I’ve been told to quit having so much fun at work before. After the stun wore off, I looked at my boss and said “that’s kinda like asking the Pope to quit praying so much. Why would you do that?”
So, whether you’re a serious work ‘til you drop type, a happy go-getter, a fun socialite who craves group interaction, and whether you own your own business or work for someone else, let yourself come out in your work or else you will never live.
Live life you wonderful you,
It was a Friday night, late fall or sometime like that. It was at least dark. We were sitting on the couch watching the TV in what we called the sun room, which is now the kids’ play and craft room. It was the sun room since three of the four walls were all windows which let all the sun in on sunny days but let a good bit of heat out during chillier dark nights. That’s important to know since I believe it played a large role in naming my company, Sawfish Online.
As the wife would tell you, when the temperature drops, I tend not to put on more layers, and I certainly won’t turn up the thermostat and watch the dollar bills flutter up and out of the chimney. No, I do the manly of manly things and that’s grow a beard and drink scotch.
This particular night, Birdy (the pre-Sam Birdy) was playing on the floor. We were sitting on the couch watching some mindless TV – I vaguely remember an Alaskan airplane show or something (I always wanted to be a pilot). The wife was getting bored (she never wanted to be a pilot) so she started talking about the content marketing and SEO company I started to develop earlier in the year while on vacation at her parents’ house in Venice, FL.
If you look in the history books, or Google, you’ll find that Venice, FL, was once the sawfish capital of the world. Well, I didn’t know that at the time. Pure coincidence, honestly. I know it as the shark tooth capital of the world, which to me, means there’s a lot of pissed off sharks swimming off the beaches of Venice, FL.
However, this fateful night of airplane shows, pizza, scotch and sawfish came tumbling together to the perfect, yet highly imbalanced, ball I call Sawfish Online. How, you are still wondering? Easy enough. Birdy has a bath toy, this hard rubber – almost plastic feeling – sawfish with a real saw for a snout on it. She got it on her first trip to Venice, FL, I believe from grandma who found it in a thrift store and gave it to Birdy as a bath toy gift. With a total length of about a foot long, this thing is a nasty one. No kidding, it’s probably from the early 1980s or even the 1970s before anyone really cared if their kids hurt themselves with toys.
So, my wife asked what I wanted to call my company. I didn’t know. I was only thinking of getting myself another glass of warmth and cheer. I said “I dunnnnwooo.” Then she pointed at this cool print of sport fish from the Gulf of Mexico hanging on the wall. I stared for a few minutes and finally had a solid lock on the sawfish that was somehow dancing around. That moment, with the tail of the toy in her firm grasp, Birdy then whacked me right in the hand with the snout of the sawfish. Everything coming together like that, how could I not choose Sawfish.com for my company name? The wife said, “that’s terrible. How about something like SawfishOnline.com?”
Feeling a little chilly,
Yesterday, I briefly sat down with a couple of friends who own an established new & used car dealership to talk about some web content opportunities. Their situation is unique is some aspects because they deal with an e-commerce business, but it would be an incredibly rare moment for someone to buy a vehicle on the internet and not visit the actual store to look over the car, kick the tires, test drive it, negotiate a price and all the other things you do when purchasing a car – at least, I’m assuming that.
However, a full-blown, fanatically enriched website is a must for a situation like this for many different reasons including being an information hub, building customer trust and most importantly visibility.
The guys know this fairly well already, and know the importance of competing in the Google rankings, but we all know and understand competing organically can be slightly more than overwhelming and leave us awake at night (BTW, take two aspirins, and call Sawfish Online in the morning).
During our discussion one of the guys asked a very good question: “If we rank No.1 on Google for a particular car and a customer clicked on that link and it went to our home page, that’s not good, right?”
Right. The worst thing you can do to a customer or a potential customer is promise to be the best (you’re No.1 in Google after all) and not deliver on that promise. Do not make them search for the car on your website. They will bounce fast than a tossed into a tub. This is called your bounce rate in web analytics, and when your bounce rate is high, it means you have a problem – people are getting to your site, but they don’t like what they see. You aren’t delivering the content. You aren’t encouraging your visitors to stay on your site and gain trust and purchase something.
We didn’t really talk about bounce rates in our meeting, that’s not much of an issue that I know of right now with my friends (thankfully), but focusing on getting high search results that point to the wrong and/or misleading item is a much bigger problem than many business owners realize or even know about.
Here’s how I think of it: Organic search like the example above is much like fishing without bait on your hook. A fish might bite, but if that fish gets off, who knows how much longer it could be before another one comes along and falls for the same thing.
Sincerely thinking about going to Florida to do some fishing now,
It occurred to me while sitting in the barber’s chair when Scotty, my barber, asked me what I’m doing these days and I said content marketing, coaching and consulting. When he asked what content was, I realize not everyone knows what the basics of websites are – they just know they need one for business.
So I started to explain content, and it wasn’t as easy as you think. I know content. I sleep it. I pour it on my cereal in the morning, yet, it wasn’t cut and dry answering the point-blank question. The dictionary has some pretty vague definitions of content, and I could take the easy way out and say content is anything that delivers information such as copy, images, blogs, videos, etc.
But what is content really?
Content is your story. It’s your fingerprints to your business that says this is all mine. Whether through words or images, your content connects you with individually unique and different people throughout the world. Content is the very fabric of your website and the information that delivers your message. It’s the most important thing you can focus on besides your business itself.
Look forward to our next blog when we look into and explain SEO
Content marketing is a pretty crowded field which is why Sawfish Online spent last week and this weekend developing and tweaking a new approach to better serve customers in the form of content coaching and consulting.
Yes, we still do all of the content creation and marketing we’ve done, and we still do it well, but we have listened to clients explain their needs and realized in-office or online coaching of business owners and marketing teams is a productive way to empower businesses in the online world. Sawfish Online follows up our coaching programs with consulting sessions to make sure you stay on track using the information learned from our coaching.
Of course, if the work turns out to still be too much for you, we can come in and help out like always with your content and marketing pieces.
Whether it’s consulting, coaching or creation, call Larry at (630) 414-7545 or email him at Larry@SawfishOnline.com to learn more about how Sawfish Online can help your business and improve your website content.
Larry is a content marketing professional, an experienced copywriter, avid fisherman, amateur sailor, teller of kinda funny jokes, pancake connoisseur and an overall OK guy who founded Sawfish Online.