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The Ability to Post Content Easily on Your Website is a Must for 2013

Content marketing is internet marketing. It has been for a while (which I'll discuss below) but in 2013 content management will emerge to become the "must have" component of automotive digital marketing strategy.


It was during a discussion on ADM where the venerable Ralph Paglia brought up a great point. In regards to an article about using your website as the content hub for both search and social, Paglia posted a comment pointing out that not all web platforms, particularly those in the automotive industry, give users the ability to post content as easily as they can on Wordpress, Tumblr, Ning, or any of the other platforms specifically designed as content management systems. Many automotive websites (and business websites in general) trap users with content restrictions. This has been an annoyance for years. Going into 2013, it will be a major drawback.

Content Has Been The Key Forever, But...

This isn't anything new. Content marketing has been a component of search engine optimization, social media marketing, affiliate marketing, and just about every strategy that relies on driving traffic from one source to another. The difference now is that it's going beyond the status of being a "component" and becoming the heart and soul of these various types of marketing techniques.

SEO for years has been a function of appropriate keyword-rich content, keyword-rich title tags, and powerful inbound links with keyword-rich title tags. There was a time when you could have next to zero content on your website and still rank well for challenging terms. Those days are behind us. With the Penguin update in April and the Panda update last year, Google forced search marketers to shoot for quality, to draw in the links based upon organic prominence. For this reason, content truly has become "king" even though it was really just a queen or a jack in the recent past.

Social media marketing can always relied on content as the driving force, but one could easily center the content on the social sites and still benefit from it. This strategy is still in play, particularly for big brands, but smaller or localized businesses (such as car dealers) should rework their social strategies to include the content that appears on their website.

The reality of the trends is this: content marketing was a part of larger marketing strategies before. Now, those other marketing strategies are easier to manage if you make the content aspect the central activity that bleeds over into search and social. It's a paradigm shift in many ways and is the reason why changes should be coming for many websites in the coming year. Some would argue that they shouldn't even wait for 2013, that now is the time to act. I tend to agree.


Post It or Move Along

There's an episode of Seinfeld where Cosmo Kramer starts receiving phone calls at his home from people wanting to get movie times. He tries to become Movie Phone. Unfortunately, he runs into some roadblocks.

Embedding is disabled, but watch it anyway.

This is sort of what's happening for many business website providers, particularly in automotive. "Why don't you just tell me what content you want on your website?"

They (dealer website providers) don't offer the tools that allow users to log in, post a piece of content, and make it live immediately. For some, you have to send them the HTML itself. Others tell you to email them the words and pictures and they'll post it for you. Some let you build a page, but won't allow it to go live until you call them.

Call them? Really?


To be able to perform the basic marketing techniques required for success in 2013, you must be able to post your content how you want it and when you want it without constraints. You must have the ability to put the right social media buttons on your content; that doesn't mean a blue "F" in a small box that links to your Facebook page. You need true share buttons. Social signals are becoming the most important tool in both search and social marketing. If your website platform breaks the codes, you need to make a change.

If you are unable to post content easily without putting a ticket into tech support, you will fall behind your competitors. If you cannot make your websites socially engaging, you will fall behind your competitors. People are really starting to "get it" when it comes to content marketing. Some of these people want to succeed over you. Will you let that happen?

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Tags: Content Management, J.D. Rucker, Ralph Paglia, Social Media, automotive, blog, content, marketing, social


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Comment by Jim Canto on November 8, 2012 at 12:07pm

Don't get me going on this. I just learned that our dealer website blog does not allow me to embed YouTube videos. *smh  ... seriously? You strip embed tags?!?!? ok... so, go ahead and upgrade my permissions while I hold. What?!?!?  You can't?  (Like I said... don't get me going on this subject :)

Comment by Elizabeth Richey on November 1, 2012 at 10:18am

Original, informative content in the form of customer product reviews on cars, parts and accessories, as well as reputation management with reviews on the service your customers have received with you ... a chance to get great, valuable customer insight, to respond to your customers, to rectify issues and turn detractors into advocates ... all available with Reevoo.  We've stormed into the dealership marketplace in the UK and now have an office in the US.  We have several years of social commerce expertise behind us and an automotive sector specific product set too.  

Comment by Alexander Lau on November 1, 2012 at 8:20am

I couldn't agree more with the premise of this post.

Obviously, with the changes to Google's algorithm (Penguin and Panda), sites have to be constantly monitored and updated according to new requirements. Dealers need to have the flexibility to publish content and not just any content. Original, informative content production and its application has never been as important and Social (social signals) is becoming a vital part as well. 

Whether that be their own content or brought in through a 3rd party hook or mechanism, it has to be of interest to their user base. There are many options out there for content production and it's becoming a market in its own right. In my opinion, it should boom, actually, that is when companies get on the ball with doing this the correct way.

Strategic production and implementation of quality content (original and audience-driven), pushed through a seamlessly integrated, and consistently updated blog system in really the way to go these days. Think of a blogging tool that allows you to choose from a number of well-written, search engine friendly content pieces (articles or posts), prejudged for authenticity, SEO power, etc. It's just beginning on that level. If you think about it, it's just evolving. Gone are the days of buying exact keyword phrase domains, expecting them to rank with little or no informative and original content.

In short, fuel your website engines with original and informative content in order to reach your objectives.

Comment by Timothy Martell on November 1, 2012 at 8:19am

Couldn't agree more, JD. I suspect there will be a new automotive website provider on the preverbal block very soon that brings a new level of engagement to consumers that allows dealers the flexibility to mange content with ease.

Comment by Jim Boldebook on October 31, 2012 at 4:07pm

Good post.  Every website needs a number of 'self-admin' posting areas for text, photos, videos.  I've been preaching this for several years now.  If you're not dynamic, you're dying.   The reality is, your website can become your total communication nexus.  broadcast (radio and tv) can direct listener/viewers to your site for specials, promotions, etc.  video ads on your website arent restricted to tight 30 sec formats.  Unlike social sites, you can better control/approve customer comment uploads. 

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