Every Dealership Needs a Journalist – For Online Marketing


By J.D. Rucker

Every company that wants to reach the highest level of success in online marketing needs to have someone acting as a journalist – someone  who collects, writes and distributes news and other information about the company, the industry, the customers, the local area – anything that has relevance from a marketing perspective.

Until very recently, a good SEO content writer would suffice as long as they had some skills to put together a nice press release every now and then. Today and going forward, that’s no longer the case.

That’s not to say that you don’t need SEO content. [But] to truly push forward and start dominating on both the search engines and social media, you’ll want to apply some journalistic art to your website and blog.

It doesn’t have to be a full-time job. It could be someone at the company who can do it occasionally. It can be you. The goal is to put out content that helps in four major areas:

  1. Search Rankings – Google and Bing need SEO content on the site to let them know the proper purpose of each individual page, but they love real content that people are willing to read and share. They can tell the difference between content that is meant for them and content that is truly meant to entertain or inform your visitors. This type of journalistic content can propel your other content to the top in ways that SEO content alone simply cannot do.
  2. Social Sharing – Nobody is going to share your specials page. This content has its place, but it’s not going to find its way on Facebook, Twitter, Pinterest, or Google+ without some artificial inflation (which Google and Bing can smell from a mile away). What people will share is a piece of content at the same dealership titled “Everything We Know About the 2014 Corvette is Mind Blowing”.
  3. Public Relations – It takes someone at the store to take pictures and videos when you sponsor the local Social Media Saturday meet-up. Yes, there are plenty of press release services out there that do a nice job, but they can’t put out the real content that is replacing the canned content that goes into press releases. Social media is the new public relations driving force, not press releases.
  4. Humanized Businesses – Today more than ever, people want to deal with other people. The business atmosphere is loaded with automated telephone service, autoresponder emails, and vanilla content that nobody reads. By adding the human flair of a journalist at the store posting pictures, videos, and stories at the store, on the blog, and across social media, you’ll be able to highlight the human factor that people consciously or unconsciously crave.

JD Drucker is Director of news media for TK Carsites. Read the full article here.