Have you written product reviews for your company’s blog or for a trade magazine? For both B2B and B2C companies, it’s a smart tactic that makes you look like an expert and gets you found by targeted customers.
Those products and resources you use every day? The stores you go to? The ones you hate — or love — or really wish they would just change one little thing? That’s what you can write about when you’re looking to create content that will get your company found. Here’s why doing product reviews is a good business tactic for both B2B and B2C companies:
1. Writing a product review shows your expertise
Demonstrating expertise is key in establishing your company’s authority and trustworthiness, and product reviews show your ability to think critically about client problems and solutions. For example, this is a ghostwritten article I did for a Chicago engineering firm about sweep switches. It’s a thoughtful piece about when the product should be used and which clients benefit most — or not at all. A potential customer who reads this story sees that the engineer who wrote it is going to be thinking of his project from a cost-benefit perspective, not just offering up the latest and greatest technology regardless of situation.
2. Writing a product review brings you a targeted audience
Continuing with the sweep switches example, if someone is looking for information on sweep switches, they’re probably a potential customer for an engineering firm. You know your customers. If you write a keyword-rich article about products or services that your customers use, or are considering, it’s more likely they’ll find you on the web when they’re looking for reviews of that product. You have more control over the SEO if you put the article on your own website, but articles you submit to trade magazines and online outlets can be optimized for keywords and will provide you with powerful backlinks. Which brings me to the next point…
3. Writing a product review helps your search engine rankings
The more original, quality content you have on the web, the better, especially since Google has officially downgraded what it considers to be low-quality content in its search results. If your reviews are on your own site, you’re adding new content for both visitors and search engines; if your review appears on another blog or an online publication, you’ll get backlinks that also help your rankings. It’s a win-win.
You can stretch out the usefulness of a product review by using them in customer newsletters, mailings, and new business collateral. Have you written successful product reviews? How have they worked for your company?