Saturday, July 25, 2015

Brand Content is King for Modular Home Builders

An article by Reed Dillon

Lately it seems that everyone’s ultimate goal is great website Search Engine Optimization (SEO). All modular home factories and builders want to be at least on the first page if not the number 1 or 2 in Google search rankings. SEO specialists claim that they have the secret sauce to propel you into a higher search ranking position.

I maintain that great SEO is not an end in its self. It is an admirable goal but a fundamental point has been missed. What happens when they get there?  I believe a very crucial element has been forgotten and that is brand content.

Great brand content actually drives SEO through dynamic compelling written and visual content that engages and informs the visitor. Your goal, through brand content is to drive them to becoming a customer.

A quick scan of your website dash board analytics can reveal some real truths about what happens when someone actually comes to your site. On your dash board some things that you want to pay attention to is the amount of new visitors that have coming to your site over time as compared to repeat visitors, pages visited, time on site and your bounce rate.

Between just those stats you will be able to get a general sense of how well your site is doing when it comes to engaging and retaining potential customers.

Below is a list of some brand content solutions you may consider:

Video: As stated recently in the Washington Post, in 5 years 80% of internet content will be online video. This is not a pipe dream this is for real. People like moving pictures. It keeps your visitors engaged as well educates and can drive visitors to act.

Photography: I have seen so many websites with either incredibly bad photography or meaningless generic stock photography populating the site. Photography is the gift that keeps on giving and acts as a vehicle to convey visual ideas and concepts. As much as possible make it a priority to invest in good custom photography that shows off you product in the best light.

Written Content: Remember websites are more of a visual medium than a written medium. Many websites out there are cluttered with too many words that actually interrupt communication with the visitor. Keep your written content direct and succinct. Few people will actually read your entire website and remember that your website is not about you it is about them.

Don’t Bury Your Lead: People’s attention spans are short and are getting shorter. Cut to the chase. Be overt and direct your visitors to what you want them to do. Use bullet points, call to action statements, compelling offers and most importantly articulate how your benefits will improve their lives.

Widgets: A Widget is a stand-alone software application that can be embedded in the HTML of your website. They take the form as on-screen devices such as clocks, maps, mortgage calculators, tickers, daily weather etc. Don’t add a widget just for the sake of it but do not hesitate if it make sense and contributes to your brand content theme.

Consistency: Stay consistent with the format of your website and your branding. Using different layout formats for each page makes your website look disheveled and disorganized.  Use the same branding mandates that you use in your other marketing materials such as colors, type treatments etc.  Your website is often the first thing people see, so make the most of it because you may not get a second chance.

Automation: People do not want to feel as if they are interacting with a brick wall. When people give you something as intimate as personal information, they want to be assured that their communication was received and that their needs are being taken care of. Customer Relationship Management (CRM) systems help to manage communications through automation and are a must on any website.

Blogs: Use blogs on your site. A website without a blog is like a boat with an undersized motor. Blogs are the place where you want the majority of your words. Blogs position you as an expert in the field and are an easy way to keep new relevant content on your site that can be indexed on search engines.

I’d welcome hearing your suggestions regarding how and what types of brand content tools works for you. Post your questions and ideas in the comments section below.

ABOUT Reed Dillon - After nearly two decades of experience heading the marketing departments of some of the industry’s largest modular manufacturers and earning numerous national awards, Reed Dillon is the owner of Creative Brand Content - a national marketing consulting company. You can contact Reed at or by phone at 540-488-2978.  

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