As anyone familiar with digital marketing can tell you, unique content is necessary to the success of any online marketing campaign. But changes in the online landscape mean that with so many businesses rushing to churn out their own content, simply being original and providing useful information is no longer enough to rank in SERP’s for your keywords. Especially in a field like alternative lending, when potential customers are very likely to do a lot of online research before choosing a lender, it is vital to stand out from the crowd. Here are a few ways to make sure your blog and website content gets you noticed.
Make Emotional Connections
Seeking alternative sources for funding is likely a very emotional issue for people who are doing so, especially small business owners who have a lot of time and money invested in their ventures. It is best to keep the hopes and fears of your audience in mind when creating written content, as it will allow you to create a more lasting and memorable connection with potential clients. Since buyer decisions are often based on emotion as well as logic, it pays to reach out to readers on both levels.
Address Reader Concerns
Would you like to hear more on this topic?
There are several simple ways to find out what your target audience is interested in learning. One of the easiest is seeing what the Google autocomplete terms are for search terms surrounding your industry. For instance, a few notable results for “alternative lending” are “sources,” “for small business,” and “regulation.” This is a good place to start to learn what search engine users have in mind when seeking out information. Providing information about these topics will ensure that users are more likely to visit your site over and over again.
Be a Thought Leader
Put your business in the best possible light by showing off ways in which you excel in your field. A regularly updated blog is a great place to do this—for example, you can chime in on industry trends that affect the alternative lending market with an article like “3 Alternative Lending Myths Debunked.” This preemptively addresses concerns potential clients might have, while at the same time showing your expertise in the field. When possible, try to conceive content that does double duty, providing value while demonstrating your unique vision.
Provide a Unique Experience
Of course, any search engine result page is teeming with cookie-cutter articles that have a very similar look and feel. If you can provide some novelty in the user experience, they are more likely to remember what you have to say. Infographics, GIFs, and other visual elements are some popular methods for delivering content in original ways, but don’t be afraid to get even more unique with it. For instance, instead of an article, try posting an interview with an industry insider or creating a graph displaying a breakdown of alternative lending trends. Presenting valuable, comprehensive information in a memorable package will help your content stay in the spotlight.