Content Marketing SEO

Marketing with engaging content that is designed for SEO.

Using Steptap To Establish Your Company As An Authority

how-to-content-marketing

A key strategic objective for almost every marketer is to establish their company as an authority within its respective community.

To accomplish this, you may want to:

  • Grab the Attention of New Customers with content that helps them solve a problem when they are searching;
  • Satisfy Existing Customers with information on how to use the products they have already purchased;
  • Engage Your Community with content that improves their experience with your product.

In each of these cases, the most effective method is to provide how-to content that is optimized for online discovery and real-world useability.

Here’s how:

Grab The Attention Of New Customers

Enable users who are searching for solutions to discover your company through how-to content that addresses their need, delivers a solution, and leads them to your store for answers.

Your product solves a problem, and people are searching the Internet to find a solution. Make sure your answers are written and posted in a format that appeals to search engines and makes solving the problem as simple as it can be.

New customers will find you when you have the answers, even when they don’t know who you are.

You’ll also want to make sure your content is ready for social sharing to reach friends of friends who share similar needs and want to solve similar problems. Empower users to find and easily share answers to common questions with how-to content that is easy to understand and easy to share.

Satisfy Existing Customers

Your lowest hanging fruit is your existing customer base. Research indicates that you have about 20 minutes to get your customer through the setup process before they return your product, or report a miserable experience.

Help existing customers maintain your products with easily-shared step-by-step instructions that walk them through basic usage, maintenance or update processes.

This will help alleviate burden on support staff and provide another branded touch point to existing customers. It also provides a method for customers to share info with friends and family to help generate referral traffic.

Include links to instructions in emails and newsletters to proactively help customers maintain or update their systems.

Improve customer support with step-by-step instructions that can be shared to customers and used as a visual reference to help them walk through steps during over-the-phone support. Visual graphics can be included (images or video) to help explain or illustrate instructions to the customer.

Share instructions to customers before, during or after support calls to ensure that they have instructions that make the task easier to understand and complete.

Remember that during customer support incidents you have two big areas to succeed; creating a satisfied customer, and saving time spent on the phone. Online instructions can help solve both of these critical concerns.

Engage With Your Community

Provide secondary support information in the form of how-tos to help customers enjoy your products.

Customer support isn’t always about how to setup, implement or use your product, specifically. Sometimes customers are looking for ways to use your product.

For instance, if you sell Skis, you might create content that helps your customer learn how to make the perfect curve, or how to properly plant their poles when navigating moguls.

If you provide computer support for home-based clients, you might create content that helps them manage their computer when there isn’t a problem, for instance how to change their desktop image or how to switch applications.

The Steptap Pitch

We are Steptap, and we think we have the best way for you to accomplish the task of establishing your business as the authority in your respective space. Our platform as a service solution offers a variety of ways for you to take advantage.

  • You can start for free right now, and create your own how-to content on our platform; ready to share and manage.
  • You can upgrade to our premium account for just a few bucks and dress your how-to content in your own custom branding. This will connect your customers to your visual brand, and enables you to embed links directly from your how-to content to your online store or locator pages.
  • You can hire Steptap as your how-to content marketing partner; we’ll contract with you to create engaging how-to content that connects with new customers who don’t even know they are searching for your solutions, and that satisfies your customers with simple, straightforward how-to content that will improve the way they think about your products.

Visit us right now at Steptap.com

8 Content Marketing Objectives That Increase Sales

8 content marketing objectives that increase salesContent Marketing and Sales

Content Marketing, like any business effort, must support sales. If it doesn’t, you are wasting valuable time and steering customers in a direction that will ultimately lead away from your core business.

Well-crafted content marketing should support sales either directly, indirectly, or by offering information that substantiates a purchase. Content marketing can increase sales by improving the customer experience and building customer trust, loyalty and social validation.

As you measure your content marketing initiatives, match them against these eight objectives from a sales perspective to determine their value to your company’s bottom line:

Build Awareness

Content marketing with awareness objectives.The earliest stage of any sales process is “awareness”, and it is the initial goal of marketing to generate awareness among customers who have yet to hear about your products. To generate awareness, your marketing content needs to appeal to the widest possible group of consumers with a general message that connects to your product with emotion.

My favorite example here is the car commercial: auto manufacturers know that they only have 30 seconds to connect, and the best way is with emotion; few details and lots of value proposition. Auto makers will invariably feature a flashy red car doing rooster-tails in an interesting landscape to hard-pounding music. The more they can get you thinking “Wow; I gotta have one of those!,” the more they know you will remember their name when it comes time to kick some tires. Content aimed at creating Awareness doesn’t need to focus on features or detail.

Generating awareness is most often considered “push” marketing, because you are delivering a message that consumers haven’t necessarily asked for. However, don’t discount the opportunity to use “pull” marketing to generate awareness…

You can generate awareness effectively by providing answers to general consumer questions and inquiry. This new content marketing tactic allows you to get in front of customers who are trying to solve a problem, but who don’t know that your product provides the solution. This method is emerging as a primary content marketing strategy for forward-thinking companies who see opportunity in a market where 87 percent of consumers are turning to the Internet to solve a problem, or research products, before they buy.

Customers can’t purchase your products unless they are aware of them, so content marketing for awareness is a critical component of your content marketing plan.

Inform

Informative content marketing for sales.Information content is your chance to get technical with your prospects. There are two places where content marketing designed to inform prospects will help increase your sales. The first is when a prospect has a problem and wants to know how to solve it. The second is when a prospect knows parts of a solution; but may not know the whole solution.

When customers have a problem to solve, they are compelled to learn more about it. 55 percent of customers report that they spend more time researching products than they did in the past, primarily because the Internet provides a convenient opportunity to look around. Customers want to make informed decisions, and marketing with informative content is your chance to share details and expand their understanding of the problem. It’s a great opportunity to provide detail to a prospect, build credibility for your solution and establish yourself as an authority.

Informative content is also a good opportunity to break your solution into finer components to capture web search traffic. Customers with a problem will most often use keywords containing “How to,” and “How do I.”  They know what their problem is but may not know the entire solution. For example, customers who purchase a Scentsy wax warmer may only be searching for “how to make a room smell nice,” or  “how do make my room smell good without using a scented candle,” but ultimately purchase a ceramic lamp and a supply of scented waxes as the solution to their problem.

In either case, informing your customers will reinforce your leadership in your market and establish you as a respected source for the solution. 70 percent of consumers prefer getting to know a company via articles rather than ads.

Compare

Comparative content marketing.Customers with a complex problem to solve will compare two or more solutions before they purchase. Owning this critical phase of the purchase cycle requires that you market with content that shows feature-based comparisons that favor your product. The more robust you can make the comparisons that you publish, the more likely you are to win over a customer, even if there are areas where your competitor outperforms you.

Customers are not always looking for a complete win, and will often favor a specific set of features. I recently purchased a specialized hub and compared the two leading contenders. The only difference was a trade off between an HDMI port on one, and a Firewire port on the other. My decision was solely based on my unique requirements where all else was equal; it came down to one specific feature.

When offering comparative content, be careful to represent your competitors honestly, and include explanations that highlight the features you feel make your product particularly outstanding. 78 percent of customers who search on the Web believe the publishers of informative  content are interested in building good relationships, and good relationships convert to sales.

Educate

Content marketing with How-to information.There are two scenarios when you can use educational content to increase sales; before a sale, when you are introducing a product to a new market category, and after a sale when you need to hold your customer’s hand through a complicated set up or usage application. In the first you are helping prospects become comfortable with your new product, and in the latter you are working to improve the usage experience for your existing customers.

With a new product, you are providing content that teaches a prospect why they might need it to solve a problem they might not even know they have. Effective ways to deliver educational content include advertorial content; stories that teach with an embedded solution to a new problem, and how-to content that gives step-by-step instructions. Educate your customers in clear and concise articles that get right to the point and solve a specific problem.

Bellroy wallets is a great example of a company who is using educational content to teach prospects how their product, a slimmer wallet, can help them solve a problem; organize better and reduce bulk. Each of their wallets is featured in a short video that describes the features and unique usage of each style.

70 percent of consumers say content marketing makes them feel closer to the sponsoring company, which is an important segment of your customers considering that most of them are getting to know you through the instructions you provide. Customers who have a good experience using a product are more likely to develop brand loyalty, and to share word-of-mouth endorsements with new prospects.

Respond

responsive-content-marketingMany companies fail to consider “responding” as part of their content marketing strategy. Regardless, the 2013 State of Inbound Marketing Annual Report indicates that adopting an inbound strategy doubles the average website conversion rate, from 6 percent to 12 percent. That’s a significant sales advantage.

Inbound traffic is all about asking questions, and your ability to respond with concise and appropriate content is key to converting new prospects who are looking for answers and favoring corporate responders who are quick to the point. Responding is your first opportunity to build trust with your prospects and let them know that you are a relationship company.

Responding to customer inquiries is best done in a format that provides a succinct answer to a specific question, anticipates follow-on questions, and allows for easy reference and social sharing.

Convert

Convert with Content MarketingConversion is the ultimate objective of your content marketing, and represents the most direct relationship to your sales initiative. Content specifically designed to convert requires a key element that is often left out: the call-to-action.

The conversion process encompasses one of two sub-objectives; you are either converting your prospect to the next phase of your sales funnel, or converting them to the ultimate sale or adoption of your product. Both are measurable, and measuring your conversion rates is essential to continuously fine-tune or test your ability to maximize whichever type of conversion you are hoping to achieve.

When converting your customers to the next phase of the sales funnel, you are delivering a 1-2 combination of assessment and challenge; qualify your prospect for the next phase with a question, and then challenge them with a call-to-action.

If you are converting to a purchase, be direct and assume they are ready; go directly to the challenge and deliver a compelling call-to-action that implies urgency.

Validate

Validate with Content MarketingPurchase validation is another key element of content marketing that is often left out of the mix, but that can have a lasting effect on sales in the long run. Once your customer buys your product, the ball is rolling and you have the ability to turn your customer into a raving fan, or let them go as a one-time affair.

Content designed to validate your customers’ purchase is written to support their choice with reinforcement of your value proposition. Validation content is usually in the form of customer testimonials, usage examples and lifestyle evidence that makes your customer feel good about their purchase.

Red Bull does an excellent job of creating content that continuously validates the value proposition of their product with short films and documentaries featuring their product in amazing adventures. You may not base jump off Fatima’s Hand in the sub-Sahara plains of Africa,  but you will probably feel like you hang with people who do when you buy your next energy drink.

Validation inoculates against “buyer’s remorse,” and turns first-time customers into repeat customers who are not just happy they bought your product, but excited to come back again for another round.

Evangelize

Evangelize with Content MarketingEvangelizing was once the darling of content marketing, and although the term has lost some clout, the principle is still alive and well in the form of social media marketing.

Evangelizing content is the scaffolding of word-of-mouth marketing. In today’s terms it can be summed up as “viral marketing” or social sharing; it is the feel good discussion about your product or service that gets passed along because it is interesting, engaging, and builds social acceptance; it turns your customers into “fans.”

Evangelizing content is written to convince your prospects that your company or products are socially favorable. This can be accomplished with a wide range of content types including testimonials, lifestyle positioning, and discussions about your value proposition. Evangelizing is highly emotional, so stay away from the details and focus on “acceptance.”

Apple has been recognized as one of the world’s leading brands for the last decade or so, due in large part to their evangelistic approach to marketing and the tendency of their users to be enthusiastic fans. Microsoft discovered the strength of evangelistic entrenchment when they launched their Zune digital media player to compete with the iPod. Zune was every bit as capable as the iPod, but Apple had entrenched with hip ads and celebrity endorsements that created an evangelistic ripple through the entire marketplace. Zune never generated an evangelistic breakthrough and quietly disappeared.

Content marketing with SteptapAre you responsible for your company’s content marketing strategy? Would you like help in creating content for your customers that can meet these sales objectives and increase your bottom line? Steptap is a content marketing platform designed to help you communicate your solutions to new prospects and build lasting relationships with existing customers.

Contact us today for a brief demo of the Steptap content marketing platform and a brief introduction to our effective content marketing service. Complete the form below and we will get right back to you:

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I'll give you a call as soon as I can; I apologize for any delay.

-Cary Snowden, CEO, Steptap

 

Why Should SEO Providers Add Steptap To Their Marketing Services?

Steptap Is Available For Reselling by SEO Providers

Today’s Steptap post is for SEO providers and online marketing companies. We are excited to announce that Steptap is available for white-label reselling.

Steptap is a platform for creating search engine optimized product how-tos that teach customers how to use and enjoy products. Steptap allows online sellers to reach searchers before and after the sale. What can Steptap do for your clients?

Steptap for Customer Education

Customer Education is an emerging marketing technique that capitalizes on changes in customer behavior:

  • Customers seek product information from multiple sources
  • Customers are proactive in looking for products that solve problems
  • Customers respond to relevant, engaging content
  • Online solutions convert prospects to customers

Steptap Fills a Key Content Gap

  • Resellers can provide their clients with a valuable SEO tool offered by few competitors
  • By adding Steptap to their suite of services, resellers demonstrate that they are on the cutting edge of content marketing

Steptap Drives Sales

  • Steplists captures online prospects further up the sales channel
  • Steplists provides additional entry points to online store site
  • Steplists increase upsells
  • Steplists are easily shareable to reach additional prospects
  • Steplists increase the effectiveness of social media sites

Steptap for Effective Product Instructions

  • Steptap is the easiest way to create product instructions that blend seamlessly with overall marketing strategy
  • Product instructions are part of the product and shouldn’t be an afterthought
  • Well-crafted product instructions help create positive customer interactions with the company
  • Product instructions can extend the reach of existing documentation
  • Shareable, savable instructions ensure continuing customer engagement
  • Steptap provides an easy way to store, manage, and update product instructions

To discuss our reselling program, call Steptap at 801.938.3466.

The Steptap Guide To Product How-Tos That Rock

People Really Do Read Product Instructions

Steptap isntructionsHave you ever bought an item that required assembly and found the product instructions woefully inadequate? Perhaps they consisted of a small paper sheet folded eighteen times and hidden in the packaging only to be discovered when you started looking for help after the project went wrong.

Maybe the how-tos contained indecipherable drawings or diagrams that appeared to have been created by someone who had never actually seen the product. Poor translations are notorious for complicating matters. (Though they can provide comic relief in the heat of a difficult project when emotions are running high.)

Does Your Company Overlook How-Tos?

How-tos for assembly, installation, operation, upgrades, compatibility issues, rebates, trade-in promotions, and return procedures often seem to be an afterthought. In some cases, they are absent altogether or buried five links deep in a website. Many large companies spend millions on impressive cross-channel marketing but don’t provide useful product how-tos. Why the disconnect? The attitude, “Nobody reads the instructions, anyway,” is simply not true.

This post contains online comments made by customers who were not happy with furniture assembly product how-tos. Poor instructions, however, are not limited to the ready-to-assemble furniture category. They can be found in all types of markets and industries.

It is not my intention to disparage any product or company, so I have changed or removed the names. These comments were found at apartmenttherapy.com

Instructions Are Part of the Product

Here is a comment from a frustrated customer that clearly defines the primary issue with bad instructions; the instructions are expected as part of the product, and are an essential element of the customer experience:

“Part of a product is its instructions. The fancy packaging clearly denotes this as a DIY-oriented product. Therefore, the instructions should be appropriate for DIY types like me who have never done this before.”

Poor How-Tos Are No Better Than None At All

“My first impression was that the desk’s directions were seemingly missing steps, and were written in some ancient alchemical code.”

“Thanks to instruction defects on (Company Name)’s 6′ Dishwasher Connector, the installation was significantly lengthened.”

Consumers tie their product and company experience to the assembly and set-up of your products. Many times we focus on the usage of the product after it is assembled. Poor instructions can color a customer’s experience right from the start, thwarting any positive momentum you might have achieved.

Bad Instructions Create Bad Customer Experiences

steptap-assembly-instructions2“I think the most difficult time I’ve had with something was a barbeque. It took over 6 hours! That one was the instructions’ fault.”

“I also spent about TWO! WEEKS! struggling to figure out how to put together a metal vanity rack that goes around your toilet. The instructions reversed where the long and short screws were to go, AND it was impossible to put together even with revised instructions.”

“Recently my front door knob just came loose and the whole thing fell apart. The instructions were useless! …basically just pictures of putting the knob on the door. It didn’t say what to do with all the little springs and all the other little pieces that went on the handle. I spent hours working on it and went to bed without it.”

What is the chance that these customers will return? Not likely. Worse, however, is that these negative experiences have become part of the discussion on the web regarding these products. Customers are 3 times more likely to share a negative customer experience, emphasizing the importance of good instructions.

Liability: Actual Injuries Associated With Poor How-To Documentation

While gathering examples for this article, I discovered that poor product instructions can cause more harm than customer frustration. Hopefully, these instances are extremely rare, nevertheless, they should serve as a warning. Legal departments take note: here are descriptions of injuries linked to product assembly nightmares:

“I am trying to type this with one hand and a broken hand as a result of my most frustrated recent effort at assembling a piece of furniture.”

“I ended up crushing my foot and having to go to the emergency room. The nurse laughed when I told her it was an (Company Name) injury. She said she’d seen quite a few of those in her time!”

Product How-Tos and Overall Content Strategy

Companies who fail to deliver adequate product how-tos are missing a key marketing opportunity. Well thought-out product instructions help achieve many important marketing objectives:

Create positive customer experiences
Encourage repeat sales
Conserve customer service resources
Reinforce brand identity
Strengthen customer loyalty

How-Tos Used Before The Sale

Thus far, this post has discussed the role of product how-tos after the sale – but why limit their application? Savvy marketers use product how-tos before the sale, as well. Steptap allows companies to capture “How to…” and “How do I…” searches performed by prospects who have not yet purchased the product but are looking for the solution it provides.

The self-serve generation seeks product and company information on their own terms. Product how-tos are a simple, yet powerful tool to secure and convert prospects at the critical time when they are ready to engage.

The Soft Sell and the Upsell

steptap-assembly-instructions3Well-crafted product how-tos highlight and explain product features naturally, without the hard sell that turns off many prospects. What about upselling? When a buyer is reading your product how-tos, they are golden – a captive audience giving your product their full attention. By featuring compatible or related items from your product line, product how-tos drive upsells. There is never a better time to introduce them to all the other cool stuff you carry.

Create Exceptional Product How-Tos With Steptap

Steptap is a platform for creating product how-tos that transcend the historically humble content niche. Steptap product how-tos meet the key criteria:

  1. Easy to find
  2. Accurate
  3. Break long processes into manageable steps
  4. Written at a level that can be easily understood by all of your customers. (If you sell to a highly-educated customer, you should still err on the side of simplification)
  5. Can be downloaded, printed or accessed electronically
  6. Available in multiple places: your online store, resellers’ websites, packaging, social media sites, brick-and-mortar store shelves
  7. Are updated to reflect product changes
  8. Can be saved and quickly re-accessed
  9. Are translated accurately
  10. Can be easily shared or re-posted by the customer
  11. Can be viewed on a mobile device
  12. If necessary, can be used hands-free

Extend the Reach of Your Existing Documentation

Your company probably has a body of product documentation. PDFs, user manuals, customer updates, white papers, live chat transcripts, FAQs, and employee training docs are a rich source of content that can be used to create product how-tos thereby extending the ROI and reach.

See How Product How-Tos Have Evolved at Steptap

To learn how to create product instructions that rock, visit steptap.com. Set up a free account with just a couple clicks and create your first product how-to in minutes. Add images and video for how-tos that create a hassle-free experience for your customers.

Steptap how-tos, (called steplists) can be posted to your online store, embedded in your blog, featured on your company Facebook page, shared on Pinterest, added to your YouTube channel, or downloaded from a self-generated QR code.

Each steplist is a Google-indexed searchable page that links directly to your website (or anywhere you want). If you use the nifty timing feature, customers can play the steplist on their smart phone or iPad and set up your product hands-free. The steps, complete with pictures, diagrams or video, will advance automatically as your customer completes each step in the process.

Instructions Worthy of Your Product

At steptap.com, you can build your own instructions or hire our team of how-to experts to create compelling step-based directions that complement and blend seamlessly with your existing marketing content.

Check out this Steptap how-to for changing your oil How To Change Your Oil. Hover over the product name under the Required Items section at the beginning of the how-to to see how a prospect can  purchase the product or receive more information. Press Begin under the steplist to see how it advances through the steps.

You can manage your library of product instructions on our site and update each as needed due to changes in product specs, promotions, return procedures, or regulations.

Where Are Your Content Gaps?

content marketing gapsRight this very minute, there are people searching for a solution that your product can provide. These searchers don’t know you – if they did, they would simply go to your website and place an order.

How are you going to reach them? Do you have content that captures customers where and when they are searching for a solution to a problem?

“How Do I …..”

If you don’t currently have product how-tos that can easily be found by searchers typing “How Do I ….” you are not taking advantage of the type of content that converts prospects into customers.

Product How-Tos Fill A Critical Content Gap

Blog posts, newsletters, emails, social postings, and testimonials all have their place. Each serves a specific purpose as part of any comprehensive content marketing plan. If you don’t have relevant product how-tos, however, you have a critical content gap.

Useful Instructions Have Lasting Value

Establishing a relationship with your customer through education will pay off now and later. Now: with an order. Later: when your new customer shares the how-tos with their friends and associates who are also looking for a solution.

Steptap publishes engaging how-to content that shows prospects how your product solves their immediate problem. Let Steptap teach prospects how to use and enjoy your products with custom shareable instructions.

 

How To Embed Marketing Content With Steptap

One of the key advantages of using the Steptap platform to market your business with engaging how-to content is the embed tool.

steptap-embed-codeEach steplist includes a customized share page that provides a unique share image, links to the big five social media sites, custom URLs, a QR code, and an embed code.

The embed code for each steplist can be used to incorporate a branded steplist in a company blog, on-site page or even on a community blog that aims to share your how-to with a related community.

Using the embed code is easy, simply follow these steps:

  1. Create a steplist at Steptap.com
  2. Visit the steplist page by clicking on the title of the steplist in your MySteplists page of your free account.
  3. Click the Share tool at the top of the page, on the right.
  4. Copy the unique embed code from the embed code field.
  5. Paste the embed code into your blog. Be sure to use the HTML insert window when you do this; the code is formatted for HTML.
  6. Adjust for width and height by changing the width and height numbers in the embed code to format for the size of your page.
  7. Done!

At the end of this process, you will have an embeded steplist on your page that looks a lot like the example below.

The advantages to using Steptap to create and embed your how-to include the ability to manage your content from a single location. No matter how many places you share your how-to, embed, or link, you will always have centralized control over the content so updates and additions are always easy to deal with.

Here is our embed example:

You can see this steplist live in the Steptap site here: How to unpack and inspect a new NOMAD handheld x-ray.

Steptap helps you create and embed engaging how-to content that shows your prospects how to use your products for a solution they want to solve right now.
Visit http://steptap.com to create your own free account right now.

Content Marketing For Business In Three Parts

Content Torn Paper ConceptBusiness content marketing is reaching the upper limits of buzz these days. Everyone is talking about it with the sudden realization that while content is king, it needs to have a purpose within a business marketing strategy or it really isn’t much more than a waste of time.

CMOs, in particular, are beginning to look at content with renewed scrutiny; costs are increasing but ROI is diminishing. The promise of “post it and they will come” is losing ground to the need for Customer Engagement; the art of connecting to customers with content they are proactively looking for.

SEO, once the darling of web-based marketing, is taking a hit from search engine updates like Penguin, and “experts” are scrambling while businesses crumble.

A well-crafted content marketing strategy focuses on attracting new customers, converting their interest into a sale, and validating their decision with positive reinforcement. These are the basics that break down into an avalanche of options that require careful consideration when assembling the right mix of content for your specific kind of business.

An Introduction to Effective Content Marketing

This is the introduction to a three-part analysis on building an effective content marketing strategy.

I will cover three key areas of content marketing:

  1. Content Marketing Objectives: The areas you need to know that content marketing can affect, and how.
  2. Content Marketing Categories: The primary categories of online marketing content and why you should cover all three.
  3. Content Marketing Types: A comprehensive list of the types of content you can choose from to round out your content marketing campaign complete with a few tips on how to make them more effective.

Content marketing is a critical business facet; there is no question about it. 90% of businesses use content marketing, but the question is whether they are using it effectively to reach the right audience at the right time with the right message. It gets complicated, quick.

Understanding the basics will give you a leg up in your strategy building efforts, and will help you improve your bottom line with tangible benefits that can be included in your next quarterly review.

Steptap creates engaging how-to content that shows prospects how to use your products for a solution they want to solve right now.
Visit http://steptap.com to create your own free account right now.

Create Quality Content And Forget About Google Algorithms

Focus On Your Customer First

If your business regularly publishes helpful, relevant content, you will please the search engine Gods. More importantly, you will please your customers and attract new ones.

steptap-blog-quality-content-dogYou Can’t Fool Your Prospects

If you “write for the algorithm” – keyword stuffing, doorway pages and, heaven forbid, invisible text – your prospects will see right through it. They will realize in a split second that you’re kissing up to the search engines and couldn’t care less about them.

Legitimate Search Terms, Quality Content

Steptap product instructions help your customers use, assemble, install, or enjoy your products. They contain natural search phrases: “how to install a pop-up sprinkler head” or “how to set up a wireless router.” Add your product name and show your prospects that your company is the go-to for useful information that solves their problem.

Give Them Product How-tos Where They Are Searching

We publish to Facebook, Pinterest, Twitter, YouTube, your business blog and anywhere else your online prospects hang out.

Strategically placed product how-tos are a natural SEO winner. But you don’t care about that – because you focus on your customer, not the algorithm.

Product Instructions Are Useless On Page Twenty

Mandolin Over RedI started playing the mandolin about twenty years ago. In that period of my life, I didn’t search online every time I needed to learn how to do something. I can’t even remember if I had internet in my home in 1994.

Customers Seek Informative Product Instructions

The first time I needed to replace my mandolin strings, I figured that it couldn’t be too hard so I went at it. I discovered that it was more complicated than I thought. I couldn’t attach them securely to the tuning pegs and the strings were flying everywhere. I ended up taking it to a professional to straighten out my mess. Every few months, I paid another twenty-five bucks to have it restrung.

Now any beginning mandolin player can easily find online product instructions which saves time and money.

Customers Trust Companies Who Educate

What brand of strings do I buy? I buy from the company who helped me out the first time. They provided concise instructions and – this is critical – appeared on the first page of my initial Google search.

How-to information is useless if it is buried on page twenty. Thus: quality content must be search engine optimized for your customers to find it.

Steptap Creates Content That Helps Your Customers Use Your Products

Product instructions improve search engine rankings. At Steptap, we create and publish engaging product instructions called steplists.  Each steplist is a self-contained how-to and searchable page. Each steplist also generates its own unique QR code that can be downloaded or printed on packaging or marketing materials.

To see how it works, visit steptap.com