The more things change, the more they stay the same. As technology changes at the speed of light, authentic content remains the only constant. Well… that and change.
At the gas station this morning, a guy said to me “Wow, what an amazing body!” Damn, he was talking about my car, a 1982 Mercedes-Benz 240D. The guy said he’d had one years ago and it was his very favorite car. His had the wonderful incongruity of a pressure treated wood rear bumper. He regaled me with stories of his old car’s amazing hill climbing prowess.
When this Mercedes was first introduced in Europe in 1973, it was priced at four times the cost of the average car. And don’t you wish you’d bought one then? More than 30 years later, the 240D is still considered one of Mercedes-Benz’s most reliable models. Why? This car is the real thing. It was built well in the first place; it’s low-tech and easy to maintain.
Good content online (in your website content, in your blog posts, your Tweets) will do the same thing for your online business: keep it running well for years to come.
If you have something interesting to say, do it well and do it dependably. Your audience and the search engines will eventually find you and worship you for it.
It may cost more than a a flurry of ads, it may take more time than garnering inbound links (can you believe some people even buy these?), but it will lend you an air of authenticity and you’ll earn longevity.
One of my clients calls her blog The Genuine Article. She rejects the concept of disposability and embraces the pursuit of excellence. She writes only about things that matter to her most. Her company, Anichini, has become the most prestigious brand of luxury linens because it is based on the real thing: old-world, enduring craftsmanship.
If your online content is as good as my Merc and as authentic as Anichini’s, your online business will climb to the top. The 240D only has 72 horsepower, so it might take a little longer to get there, but I always reach my destination in style.