When it comes to content marketing, companies in the boating industry have a considerable advantage. You’ve been using many tactics of content marketing for years already. So are you ready to use these skills for your boat blogging?
Do you use videos, images, or storytelling as a part of your marketing? Congratulations! You are already ahead of many other businesses out there trying to figure out this new world of content marketing.
Boat and marine marketing is such a visual thing. To sell people on this luxury investment, you need to sell them a dream lifestyle. The best way to do that is through vivid imagery.
What is better than creating an engaging video that draws people in? It doesn’t even need to be a long or detail video. You can create one video that you then use for multiple purposes. Some clips will be short 30 second blips. Then others will be longer at a few minutes.
“70% of consumers globally are watching digital video content at least once a day”MediaPost
To make your videos successful, think about what your audience wants to see. The top-performing businesses put the audience’s needs first. Not sure what your audience wants to see? Look at the performance of your previous videos.
If you don’t have any previous videos, then try to create something that will enrich your audience. Visually appealing videos perform well. This could be showcasing a beautiful boat in an exotic location.
If you don’t have a budget for that kind of video, then try something educational. You could create a series of how-to videos that relate to your products or the specific sector of the industry. The idea is to create useful tools for your customers.
Curate Customer Created Content
Another big advantage of the boating industry is that your customers willingly and freely create content. All you need to do is find it.
Using customer curated content means you have to spend less time and resources creating original content. It will also help you create stronger relationships with your customers.
When you use a customer’s content, you develop a community where people share and engage with each other. It will also humanize your brand.
Instead of your followers seeing carefully created marketing images, they will see real people using and enjoying your product.
Start Boat Blogging
While videos are a large part of content marketing, it isn’t everything. Google wants to see that your website has new and relevant content. Posting regular blog posts is a great way to have new content consistently on your website.
To be successful with your boat blogging, you should post about topics that inform and educate the reader. Try to avoid fluff pieces that don’t give any actionable information or advice.
One good way to ensure that you have unique and relevant content is to try and answer the questions that your customers have. This will both encourage your potential customers to buy and establish you as an authority in the industry.
While you are boat blogging, make sure that every blog post you create targets a specific keyword. You need to pick something that people put into Google that you want to show up for. Taking the time to do keyword research is essential.
When you go to write your post, DON’T STUFF YOUR KEYWORD. Overly using your target keyword raises huge red flags, and Google will assume you are spam. This will do more harm than good. Practice moderation when inserting your keywords.
Take this post; for example, I’m targeting several different keywords and search phrases. But the main one is “boat blogging”. It appears in the title of the article, a header, and a couple of times throughout the piece. But it isn’t so much that you see it crammed into paragraphs where it doesn’t belong.
You also don’t want every post to target the same keyword. Now you are creating content that will compete with itself. That just doesn’t make any sense.
Optimize Your Website
Google has web crawlers that explore and inspect all of the websites on the internet. You want to make it easy for these crawlers to find and navigate your website. The easier it is, the happier you’ll make Google.
When Google finds your website and thinks it has relevant and useful information, you rank better in search results. The better you rank; the more people will find and click on your website.
There are a few quick and easy things to begin the process of optimizing your website.
- Give every page a unique title
- Create a meta description for each page
- Have more than 400 words on each page
- Each picture needs alt text
- Include a sitemap for Google
- Make sure your website is mobile-friendly
Once you do all of these tasks, head on over to the Google Search Console page. You need to let Google know that you’ve made changes and the crawlers need to come back to check them out. This will trigger a check; otherwise, it could be a while before Google finds out you’ve made changes on its own.
Embrace Social Media
Your customers are using social media. So if you aren’t present for the conversation, then you are leaving a huge gap for a competitor to come in and become the voice of authority. This is not good.
You don’t have to be on all of the different social media platforms; you just need to be where your customers are. You should also think about the type of content that you want to put out there.
For instance, do you sell to businesses or consumers? If you are B2B, then LinkedIn is an ideal place to be. However, if your customers are consumers, Instagram, SnapChat, or Facebook are all good options.
Next, think about the age and technology skill of your customers. If they are in the baby boomer range and not early adopters of technology, then Facebook is a smart choice. However, if your customers are in the millennial range and comfortable with technology, then Instagram and SnapChat are good places to be. If your customers are teens and twenties, then you should look at TikTok.
Whatever platform you decide to be on, you need to commit to posting regularly. You don’t have to post every day. You just need to stick with whatever schedule you decide on.
You also need to stick with the right content for the platform. For instance, Instagram is an image-based sharing platform. This is not the place to try and post text. Facebook, on the other hand, is a good place to share links to your blog posts.
Create a Useful Tool
This is a new trend in the content marketing world. Instead of creating videos or blog posts, create a tool. People turn to Google for everything these days. So How can you help them answer the questions that they have? Let’s look at some examples.
It doesn’t matter what kind of boats you sell. Not everyone that walks through your door will be able to pay for their new purchase in whole and in cash. SO what will they do? Finance. So why not help these people by creating a calculator that can determine their monthly loan payment?
Let’s say you sell fishing supplies. You could create a tool that helps fisherman determine what is the best line they should use for the fish they want to catch. Or maybe you have a true to scale ruler that they can print and take with them
There is no limit to the tools or calculators that you can come up with. Start by thinking about calculations you do as a part of your business. Think about the calculations that your customers need to do. Maybe they need to figure out how much anchor line they need. Or perhaps they don’t know how many bumpers to buy. Or do they know what size engines they can fit on their new boat without breaking the hull?
Get Help With Your Marine Industry Content Marketing
It sounds great that all of these things are easy to do and important, right? Except that you have a business to run and money to make. So while all of these tasks are easy enough to do on your own, they also happen to take time.
This is when hiring someone to take care of it for you comes in handy. Working with an independent contractor, you can save the expense of hiring a full-time marketing person. You can also get the benefit of expertise and experience.
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