If you’re not a gardener, then some of this might go over your head today. It answers the question: How do I fix crap soil? How do I fix it in the simplest, most cost‐effective way? And why is this even relevant to my business?
Stay with me. I had this idea while walking the other night, and I think it’s great. You might disagree, so contact me if that’s the case!
Even if you don’t test your soil, if it’s crap, you know about it. Plants just don’t grow.
Now, you can buy all kinds of fancy products and apply them. But this is really just a bandaid solution. You end up spending loads of money, and giving it artificial things.
Or, you could add organic matter to it. It takes longer, but when you add organic material — like straw, manure, vegie scraps, grass clippings — it improves the entire spectrum of the soil’s balance. You get new wildlife visiting, to pick over the insects and beetles that move in. You get worms, chowing through the good food. Your weeds, over time, become less prevalent.
Ok, with me so far? This is relevant, I promise.
In hot weather, gardeners are told to mulch. It keeps your trees and plants happy. It helps them stay hydrated and it saves you water.
But it also improves the soil, which is the (often unspoken) other part of the equation.
Here’s how this relates to your business publishing. Imagine your website. Imagine that it’s not really doing anything. You might publish to it, but you don’t get many visitors, it doesn’t convert, it’s pretty bleurgh.
That’s your crappy soil.
The way to fix it is to start putting new material into it. You can apply all kinds of fixes, like site speed, and SEO protocols. But the thing that’s going to work is just adding new, organic, alive material to it.
If you’re not sure whether it’s crappy soil, test it. See if you’re allowed to add material to it. If you go through a painful process of permissions and committees and it all grinds to a halt, then that’s an A1 indicator that you’ve got serious work to do.
Many Australian, professional services SMEs don’t even bother working out what they should be publishing. Like rookie gardeners, they go straight to what they think is best, without considering climate, soil type, or the outcomes they want. Then, when it doesn’t work, they pay thousands for SEO hoping it’ll fix it.
Which it will, for a while. But eventually they realise that all this SEO is a bandaid solution, like the fancy chemicals people spray into their yards.
It’s not a long‐term solution when the business has no idea how to fix the soil to start with.
Now, because fixing the soil is such a big process — filled with strategic thinking that your average Joe isn’t interested in doing — I’m going to give you a piece of low‐hanging fruit.
My advice is to start with high‐nutrient content, like case studies.
- They’re vibrant, because they tell a story.
- The story tells itself, so you don’t have to work out what to say.
- They’re meaty, because there’s a lot in them.
- You can use them in about 15 different ways(!).
- Your prospects freaking love them, which is why they are typically the most‐viewed content on a services business website.
Just start adding them. If it means finding someone to give you the password so you can publish them at the risk of being fired, do it anyway.
Beg for forgiveness, not permission. When your guerilla tactics pay off, your head gardener will thank you.
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Case Studies show people the value of your business, service and products. They’re real examples from the real world, with context, and explanation. Above all, they create trust.