Ariana Martinez

Marketing Director
Brennan Enterprises
Arlington, Texas

I was initially hired as a content marketer tasked with increasing content production for our website. We were pushing to enhance our SEO. Content is powerful. It drives traffic to your website, builds trust with prospects, serves as a learning resource, and can support additional digital marketing efforts like paid search and email.

Last year, organic traffic provided us with more opportunities for revenue than all other lead sources, while ranking third in revenue generated. In 2018, our organic traffic made up less than 60% of the overall traffic to our website and now it makes up 84% of our total trafic.

On what makes for good website content: Good content is content that is centered around customer needs. I am a big follower of Marcus Sheridan. He wrote a book called “They Ask, You Answer.” Most people only take on a few remodeling projects in their lifetime. We want to know what people are asking and provide them with answers.

We place ourselves in the homeowner’s shoes and listen to phone calls from clients. We also use tools like Semrush and Moz for keyword research. Many websites lost traffic because Google dinged them for using too much AI-generated content, so I avoided that.

Book recommendation: They Ask, You Answer

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