Have you ever heard of the Kevin Bacon game? The game charts an actor or actress by the number of degrees of separation they have from the actor Kevin Bacon. In some way, there always seems to be a path to a connection.
This reminds me of an article I wrote in the early years of the internet in which I referred to what I call "related content." When the internet was in its infancy and had just started becoming something important, our only online marketing strategies were online directories and search engine rankings. I discovered that content related to my products and services was beneficial in the search engines, and that still holds true today.
These days I have a little niche market selling sports apparel to darts players. Here are some examples of how I use related content to gain exposure to that market in the search engines and draw qualified visitors to my websites:
- Regulation dartboard setup. It is a simple question with a simple answer. Having those details on my website attracts dart players searching for those specs, and as a result draws their attention to my products.
- How to run a dart tournament. I have an online tutorial with free bracket downloads available. This again draws darts enthusiasts and league members to my site where they discover my products.
- Free desktop and mobile wallpapers. I’ve created free darts-themed downloads using a few of my designs to draw in users searching for them. I've watermarked them with my web address—their desktop or mobile device is a constant reminder of where to find me.
As you can see, these tidbits of information have nothing to do with apparel, nor do they include any keywords for darts shirts. What they do have is something darts players are interested in, and something darts players with questions might search.
Think about what your market might be doing online when they’re NOT looking for your products and services and how your products and services might be related to those areas of interest. You can discover clever ways of creating related content that gets them to your site and exposed to the things you have to offer.
Find the full article, Target Wider Audiences with Answers—Part I, here.