- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
How to Create Awesome Web Content and Achieve Top Search Engine Rankings
Posted on September 10th 2012
This blog post highlights a very successful marketer - Larry Waight of The Lodge at Chaa Creek, an eco-resort in Western Belize - who has achieved high search engine rankings for many important keywords. This content marketing effort generates a remarkable 80% of new business for the Lodge. This important case example is among the best I've seen if you want to learn how content drives business. This is brand journalism at its finest.
As anyone who has built a web site knows, there is much more to think about than just the content. Design, color, navigation, and appropriate technology are all important aspects of a good web site. Unfortunately, in many organizations these other concerns dominate. Why is that? I think it’s easier to focus on a site's design or technology than on its content.
One of my favorite examples of sites with poor content but big budget design and technology are the global hotel chains. Go to any hotel property from the majors: Hilton, Sheraton, Marriott, or any others from around the world. They all look the same! They have almost no original content about that property!
Yes, appearance and navigation are important. But the best sites focus primarily on content to pull together their various buyers, markets, media, and products in one comprehensive place where content is not only king, but president and Pope as well.
Content drives action
Contrast the vast majority of hotel sites with that of The Lodge at Chaa Creek. I had an opportunity to stay at Chaa Creek a few weeks ago and I interviewed Larry Waight about how he creates his awesome content.
Direct link to the video How to create awesome web content and achieve top search engine rankings on YouTube.
Larry researches what people are searching on such as Belize honeymoon and Belize all inclusive. He then created content on his site or Belize Travel Blog specifically for these phrases which are ranked highly in the search engines.
Solving buyers problem with content
Most interesting to me is how Larry creates content that is about Belize, not just about the hotel.
This is an essential element of Chaa Creek's marketing success. Search terms such as Belize winter solstice 2012 and bird watching in Belize drive people to the lodge who were searching on general travel information. Brilliant.
On his Belize Travel Blog, Larry also writes not about the lodge itself but about Belize travel such as Ten reasons why Belize makes for Honeymoon Bliss.
One of my favorite examples of this technique of writing about the things people are interested in is how Larry has created a bunch of content about the local Mayan sites nearby the hotel such as Xunantunich Maya Temples. And, get this, he even writes about the Tikal Mayan site - which is in Guatemala – another country! - about two hours from Chaa Creek.
All this content drives people to the hotel site and blog through the search engines and many people will then choose to stay at The Lodge at Chaa Creek. Indeed, some 80% of new bookings to the Lodge are from this content marketing effort.
Note that the reason I went to Belize was because Larry reached out to me via Facebook. We talked about a visit that combines visiting Chaa Creek with a speaking gig for the Belize Tourism Industry Association in Belize City where I spoke to 300 marketers. It was Larry’s content marketing efforts that got me to Belize. Thanks Larry! I’m planning on returning with my family.
This is one of the best examples of content marketing I've seen. If you want to learn more about how Larry creates content, do take the time to watch the video.