Content marketing is not a new idea, but our means of marketing and distributing content has changed drastically over the past few years. It’s important for auto dealers to understand how this has changed because it affects how auto dealers sell cars and service customers today and tomorrow.
Up until the advent of the web, and specifically the advent of blogs and RSS, content was mostly produced in print for magazines and newspapers. It was also produced on the radio, television, and on the big screen (film), on vinyl, CD, etc. The best content was syndicated or distributed across the globe for others to consume. This of course necessitated a large audience, funding, and network and distribution channels.
Today is different. You can launch a blog in a matter of minutes, publish a post, and voila, your content can technically be viewed by just about anyone with access to the Web. Or you can record a video on your phone and upload it to YouTube, yada yada. However, because of this ease and access to publishing content, the stakes and the name of the game have changed. The world is now more full of more information which makes it that much harder to get your message across and appealing to others.
For decades, auto dealers did not have to think much about content because they could purchase advertising in any of the mediums they chose. Dealers were not expected to produce TV shows, radio shows, movies, or albums.
But today dealers are being pressured to produce quality original content. Why is this? Could it be that because when it comes to the Internet, display advertising has proven much less effective than content marketing? If so, could that be a sign that display advertising in traditional mass media has always been ineffective, or it could be a sign that the Internet user responds differently to advertising? I vote for the latter.
That said, what type of content should a dealership be producing today in lieu of or in addition to display advertising? Even more importantly, where should this content be published, and how often should you post to your blog?
In our White Paper Blogging 101 for Car Dealers, we introduce 5 different types of content that an auto dealership can be producing. They are spelled out below:
- Product and Service Information
- Employee information, e.g. bios, honors, awards, etc.
- Customer Information, e.g. testimonials,
- Dealership Events and Promotions
- Community Events and Activities
These might seem obvious, but the challenge dealerships face today is how to form a process that produces all this type of information in a way that is profitable for the dealership by being efficient and effective at selling cars and driving new business from current and non-existent customers.
Download our free White Paper today for to learn why your dealership wants to be blogging and how you can create an effective content marketing strategy for your dealership. You will be introduced to some key concepts related to blogging, micro-blogging, and social media as it pertains to car dealers and you will also receive a free getting started guide to AutoConverse.com which is the automotive local marketing site we recently launched that offers dealers a free tool for syndicating content into the AC network in a way that promotes your dealership and your personal brand.
Blogging for car dealers is something I personally have been doing now for dealerships over the past four years. I have plenty to share on the subject and am happy to work with any dealer that has a genuine interest in utilizing our free tools to get a leg up on the competition. You can contact me directly via phone at 1-877-873-0583 or by contacting me through one of your preferred social media sites. I am Twitter, LinkedIn, Google+, and dealerElite. I look forward to hearing from you.
Producer and Host of the AutoConverse Future Mobility & Connectivity Podcast, Ryan began working in the automotive industry in 2001, establishing his roots in online vehicle merchandising before expanding into digital marketing and now multi media for Automotive B2B. You can connect with Ryan on LinkedIn.