As everyone says in the marketing and branding world, content is king. In this episode, Ken Courtright talks about what it means to change the intent of your content. Your intentions must clearly and honestly show on your homepage; that is why identifying your real intent is essential for capturing the right audience. It’s about time you evaluate your website and ask yourself where your intent veers.
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Change The Intent
This is the show where I drop some hopefully not so subtle nuggets that can help you grow your business now. The title of this is Change The Intent. In the last 5 to 10 years, you can do your own homework on people writing about marketing, branding and growing a business, and you will find this often-repeated phrase, “Content is king,” and there is no question. Content is king and the promotion of content being King Kong. However, I’m in the middle of a series titled Profound and I’m looking back trying to find what some of the most profound things that we did were or that we heard of in discussions while we were advising other companies.
People want to buy from cool people and cool companies. Click To TweetOne of the most profound things that we heard and then applied is the concept of changing the intent of our content. As a company, every 30 days, we write 6,000 to 8,000 pieces of content across our hundreds of sites that we manage for site partners. We are silo-driven, meaning we’re specific. We write on what Google has already proven, that if we write on, it will rank if we’re consistent. However, when I’m talking about changing the intent, I’m more speaking to the feel of the homepage and the message of the homepage. The pure concept of the brand message you’re trying to get out of what you stand for, not what you sell.
We can all agree that if we go back a few years, and again, we were living in dog years. One year now is seven years before the internet and changes in the dynamics of marketing and branding. Over the last few years, we have seen a whirlwind of ideas and concepts. Some have stuck, some haven’t stuck. Some of the things that have stuck are the concept that people want to buy from cool people and cool companies. If they open your website and they believe the intent of your website is to sell them something, they are gone. If when they open your website, they immediately get that there’s an intent there that you might be in business and you might want to make a profit, but you’re trying to achieve something. You’re striving for something and you’re trying to help something because of the intent of your message.
This short show is called Change The Intent. I don’t want to drop suggestions of what your intent should be for your business or your industry, but here’s what I can tell you. Open your website and ask yourself, “If I’m a stranger coming to this site, would I think the intent is to sell something or be sold something? Do I smell and feel an intent that is much more the genetic code of helping, assisting, creating, changing and impacting?” This is episode 133, Change The Intent. Take care.
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