Dealership content marketing

They should publish answers to the questions their phones already get. Whether those live under /blog is a URL decision and mostly irrelevant. What does not work is a blog of sale events and syndicated seasonal posts, which is what most dealership blogs are.

At whatever rate you can sustain while working down the list of questions your site has not answered. Most stores have thirty to fifty such questions and have written none. Frequency is the wrong target: nothing makes expiring content compound.

As long as a complete answer takes. Padding to reach a word count makes a page worse to read and no easier to find. What matters far more is putting the answer at the top instead of under three paragraphs of preamble.

Start with what the phones already get: what a diagnostic costs, financing with imperfect credit, what happens on a trade appraisal, whether you service other brands, recall waits. Then model comparisons for what you stock, local content, and staff-led video.

No. A seasonal safety post supplied by a vendor appears on hundreds of dealer sites word for word, which makes it duplicate content with your logo on it. It costs little and it is worth exactly that.

Organic entries from people not searching your name, actions taken on the page, and whether the phones stopped getting the question: ask the people answering them, they will know before any dashboard. Post count and total blog traffic measure effort.

Staff-led video of real vehicles answering real questions does, consistently, and costs almost nothing. Produced brand video mostly does not, at a rooftop's budget. The difference is whether a specific person is answering a specific thing.

A quarterly review of anything with a number in it, anything naming a program or model year, and anything describing a process. A page that has started lying is worse than no page, because somebody acts on it and arrives with the wrong expectation.

The questions and the specifics have to come from the store (pricing, process, what your service department does) because those are exactly what an outsider cannot invent. The writing can be done anywhere. Content produced entirely outside the store is how syndicated-sounding posts happen.

Decide at the start what the sponsorship or event will produce: photographs, a video, a story, an interview. A banner at a field with no output is a donation. The same money with a plan attached produces content only your store has.

Occasionally, for reach into a specific local audience, and it is a campaign instead of an asset, when it stops, it stops. A member of your own staff who posts consistently usually outperforms it and does not stop.

The answers belong on the pages people already land on (service, finance, model pages) not in a blog archive three clicks deep. On the measures that matter, most of a store's best content will not be on the blog at all, which usually means the blog was the wrong container for it.