By Alan Coleman on 11 Apr 2013
Here in Ireland, we are very patriotic, particularly when we are abroad. We drink the Guinness, we tell people we live on a staple diet of ‘fiddly-dee’ potatoes, and of course we feel super-Irish when we wear green. Where am I going with this? I want to explain how, by both capitalising on and taking inspiration from the Irish personality and persona, Irish businesses can create unique content for both the national and international stage. Many of you will have read about the importance of content marketing for boosting your search rankings and engaging with your customers. Some of you will have taken our tips as gospel, started a blog and begun creating some content. We think simply being Irish paves way for great content creation. This is why… Green is the Colour If you are creating content, well done! You are well on the way to future-proofing your ranking on Google. But here is the question: Are you creating evergreen content? Evergreen content is content which does not date. Content such as lists (4 Reasons Online and Offline Marketing Should Work Together) and how-to videos (Getting Remarketing Right, SEO Vs PPC) are great examples of evergreen content. The basic premise behind evergreen content is that you can regurgitate it over time and it is still relevant. It takes some time to build up a good bank of evergreen content but it is a great way to drive traffic to your website with minimal effort. Have the Craic Us Irish are great craic. We love a bit of sarcasm, and we can be quite endearing characters when it suits ourselves. Although a light-hearted tone will not suit every business, MOST businesses will benefit from taking this approach. We are in an age where, although we are becoming more and more accustomed to making purchases on the internet, we are also becoming increasingly wary. Communicating a personality which makes potential customers feel at ease and as if they are getting to know you will work far better than filling them with corporate lingo which thy either don’t understand…or worse, sends them to sleep. Don’t be that company, please! Have Manners Manners are something which was beaten into all of us with the dreaded wooden spoon from a young age. And just because you may be a mid-thirties professional with a nice car and shiny shoes does NOT mean that you have the permission to forget everything your mammy taught you about ‘please and thank yous’. If you use information from a third party source to enhance your blog post, be sure to acknowledge that source with a link back to it. If someone has taken the time to comment on your blog, be sure to reply. If someone shares your content on Facebook, Twitter or Google+ for example, thank them. If they have content that you like, or which you think would be relevant for your audience, why not share it too? So come on, get jiggy with some content creation – and put an Irish stamp on it! Siobhán Keep up to date with us by signing up to our monthly newsletter!
