Content for the Auto Industry
This year it will become increasingly important for automotive dealerships to integrate content within the buying funnel and sales process, from driving prospective buyers to your website and converting qualified contacts to nurturing those contacts into sales-ready leads and creating loyal, repeat buyers. – Dealer Marketing Magazine
Content marketing is a great way to engage with customers and provide them with expert knowledge to help them during their buying process of any product or service. Content marketing is the most commercially important digital marketing technique according to Smart Insights in their 2015 survey. With content marketing, your aim is to help inform your consumers about your product. It is to show people that your business truly knows the industry and that your expertise is credible. The way content marketing works is not to directly sell to a reader but to give the consumer an idea of why the product is good and how it will benefit them. It leaves consumers to make a decision on whether the product is right for them to then make a purchase.
Traffic to the site is increased
When your content brings in traffic, links or banners within the piece can help users be guided to other relevant areas of the website. This means there is more of a chance for consumers to explore and look around the site. Updating the site with frequent, relevant content, which is of high quality, will give the site a positive impact on search rankings. Furthermore, if the SEO and keyword research is done correctly for each content piece then it has a higher chance of appearing in results, which also allows a higher number of people to discover your site.
Content in the Auto Industry Specifically
According to SEMRush.com, which tracks online search behavior, 80% of all car related searches on Google now contain either the Year, Make, or Model of a specific car they are researching. Most car dealers ignore those keywords when building their website, so Google doesn’t even know they are selling a 2013 BMW 3 Series, for example. Using automated software to show car specs and pictures to your website visitors is great for user experience, but it’s bad for SEO and search engines because they can’t crawl those pages. Also, those pages are temporary and will automatically deactivate when you sell that car. The search engines don’t like temporary pages and they will not reward your site with traffic if they know those pages will be deactivated at any time. This is why investing in content is more important than ever in today’s digital landscape. Writing unique content about each car on the lot gives your website a huge advantage in the search results, which then drives a lot of traffic to every page on your site. It also gives you great long term value because the page stays indexed in Google even after the car is sold. So even if you don’t have a 2013 BMW 3 Series on the lot, you’re still attracting potential buyers for BMW’s, which is a qualified potential customer.
Example Article for the 2013 BMW 3 Series
While the BMW 3 Series sedan was all-new for 2012, the 3 Series coupe, convertible, and M3 carry over from the previous generation for 2013. With three body styles (coupe, sedan, and wagon), seven engines, four transmissions, and choice of rear- or all-wheel-drive, the 2013 3 Series/M3 can be had in numerous combinations. The 3 Series sedan is available with a turbocharged 2.0-liter I-4, a turbocharged 3.0-liter I-6, and a turbocharged 3.0-liter I-6 hybrid. A six-speed manual or eight-speed auto as well as rear- or all-wheel-drive is available on all non-hybrid engines. A new base model joins the sedan lineup in 2013: the 320i and 320i xDrive sedans are powered by a version of the turbocharged 2.0-liter with 180 hp and 200 lb-ft of torque that is EPA rated 22-24/34-36 mpg city/highway depending on transmission and drive wheels. The 240-hp, 255 lb-ft turbocharged 2.0-liter I-4 continues to power the 328i/328i xDrive sedans and is rated 22-23/33-34 mpg. BMW 335i/335i xDrive sedans produce 300 hp and 300 lb-ft from a turbocharged 3.0-liter I-6, which is rated 20-23/28-33 mpg. The ActiveHybrid3 is powered by a turbocharged 3.0-liter I-6 and electric motor powertrain good for 335 hp, 330 lb-ft, which is rated 25-33 mpg.
As a carryover model from the last generation, the 3 Series coupe and convertible are powered by a naturally aspirated 3.0-liter I-6 or a turbocharged 3.0-liter I-6 in two stages of tune. The 2013 BMW 328i/328i xDrive coupe and 328i convertible are powered by a naturally aspirated 230-hp, 200 lb-ft 3.0-liter I-6 mated to a six. Coupe models are available in rear- or all-wheel-drive, while the convertible model is rear-drive only. Two-door 328i models are rated 16-19/25-28 mpg. The 335i/335i xDrive coupe and 335i convertible use the same 300-hp, 300 lb-ft turbocharged 3.0-liter I-6 as the 335i/335i xDrive sedan, but mated to a six-speed manual or six-speed auto and is rated 18-20/27-28 mpg. A rear-drive 335is coupe and convertible get a bump to 300 hp and 320 lb-ft, though at the expense of fuel economy (17-18/24-26 mpg). The rear-drive M3 coupe and convertible are also carryover models and are powered by a naturally aspirated 414-hp, 295 lb-ft 4.0-liter V-8 mated to a six-speed manual or seven-speed dual-clutch transmission. The M3 is rated 13-14/20 mpg.
BMW’s xDrive all-wheel-drive system is new for 2013 sedans as is the ActiveHybrid 3 model and new base 320i/320i xDrive sedan. The previous-generation 3 Series coupe and convertible and M3 carryover for 2013, but will be replaced with the 4 Series coupe and convertible and M4 on the new chassis in 2014. The 2013 BMW 3 Series sedan has a five-star overall safety rating from the NHTSA (out of a possible five stars) and is considered a Top Safety Pick by the IIHS for cars built after November 2012.
Under the Hood
2.0-liter turbocharged inline-4
180 horsepower @ 5,000-6,250 rpm
200 lb-ft of torque @ 1,250-4,500 rpm
EPA city/highway fuel economy: 23/36 mpg (manual), 24/36 mpg (automatic), 23/35 mpg (AWD)
2.0-liter turbocharged inline-4
240 horsepower @ 5,000-6,000 rpm
255 lb-ft of torque @ 1,250-4,800 rpm
EPA city/highway fuel economy: 22/34 mpg (manual), 23/33 mpg (automatic)
3.0-liter turbocharged inline-6
300 horsepower @ 5,800 rpm
300 lb-ft of torque @ 1,200-5,000 rpm
EPA city/highway fuel economy: 20/30 mpg (manual), 23/33 mpg (automatic), 23/28 mpg (AWD)
3.0-liter turbocharged inline-6 (hybrid)
335 horsepower @ 5,800-6,000 rpm
330 lb-ft of torque @ 1,200-5,000 rpm
EPA city/highway fuel economy: 25/33 mpg
414 horsepower @ 8,300 rpm
295 lb-ft of torque @ 3,900 rpm
EPA city/highway fuel economy: 14/20 mpg, 13/20 mpg (convertible, manual)
If you’d like a price quote on a content package for your dealership, please contact us below.