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How can I use this content?
Any way you like. It’s written and edited for the web, but the use is up to you. All we ask is that you don’t pass it along to someone outside of your dealership.
How can I find what I need?
You have a few options.
1. Type a keyword into the red search box. Your matches will appear at the right.
2. Click on a category, such as “Business Management” or “Earthmoving and Excavation.” All content related to those categories will appear to the right.
Also, all content types (stories, videos, etc.) are listed toward the top of the main screen. So if you’ve clicked on “Earthmoving and Excavation,” you’ll see content types above. Those types (stories, for example) will all be related to that category (“Earthmoving and Excavation”).
3. You also can search by clicking on a content type to the left.
4. There is a “Content Just Added” section to quickly bring you to up to speed regarding what’s become available since your last visit.
What if I want to see everything?
Leave the red box empty and click on the arrow.
What are the “related suggestions” I see when purchasing some content?
That is provided as a convenience so that if you are, say, purchasing a story, you are aware of another piece of content that is a good fit with it. If you have a specific need and time, you’d probably be best searching for a photo or video to go with a story. If you don’t have the time, “related suggestions” is there to help you.
Where on my site can I put this content? What if I don’t have a place for it?
We’ve created content in categories close to those on Cat.com in anticipation of closely matching dealer sites. Also, you can create new pages and fill them with content we’re providing. And, finally, if you need help finding a place, we’re always available for a consultation at no charge.
Why do I need fresh content for my website?
It helps you connect with customers and prospects. Fresh content rewards visitors for coming back to your site and—perhaps even more important—it attracts new visitors.
How does content attract new visitors?
Fresh content is key to Search Engine Optimization, or SEO. Search Engine Optimization is the process of improving the quantity and quality of traffic to your site.
How does Search Engine Optimization work?
Search engines, such as Google, take into consideration key words and other factors—such as links, type of content (video is a key SEO factor) and frequency of updating. Simply put, the deeper and fresher your content, the more likely you are to attract new and repeat visitors.
How do SEOs, and increased visitors, help our dealership make money?
Let’s say someone is looking for a new piece of equipment. If they Google the name of that machine, you want your dealership’s name to pop up. SEOs help that happen. Our content is about improving your SEOs. So the content ultimately moves the link to your website toward the top of the search results page. The closer your site is to the top, the more likely a customer or prospect will click on it.
How can I tell if my site currently has good SEO?
You might consider searching a key product name, and the name of your city. How high up on the search results does your dealership appear? The first page is your goal—and the higher up the better.
Are there other ways my site can make money?
Yes. You can place transactional information near related content. Here’s a very basic example: If you have a story about S•O•S, put contact information for arranging that service nearby. In other words, place calls to action near all your content.
Some of your content has nothing to do with promotions. For example, you have a “Business Management” category. Why?
We believe your dealership ultimately will want to be a resource for customers and prospects. Offer information that helps visitors and they’ll come back and, when it’s time to make a purchase, they’ll already have a connection. Also—and this is important—don’t discount the importance of a local contractor facing a key business issue, searching for an answer and having your dealership’s name emerge.
You’re selling this content to other Cat Dealers, right? If we all have the same information, how will search engines lead visitors to the name of our dealership?
The content we’ve developed can very easily be made more local. Insert your city and various locations before uploading. Add a specific sales or service contact, too. And, last but not least, develop content specific to your dealership.
How can I develop that local content?
We obviously would like to help with that. But if you pursue another source you still could buy content from the HVC Content Store for Cat Dealers.
I’ll have to sell this to my manager. What’s the bottom line benefit?
Our content helps you find visitors who are emerging prospects. It helps attract new visitors (and prospects) who are looking for specific information about products and services you sell. And then it delivers promotional materials to existing customers at a very low cost.
Your annual subscription seems like a great deal to save money, but my marketing dollars are awfully tight. Any funding suggestions?
Yes. Seek a few funding dollars from other departments. To get some ideas, take a look at our categories. What if you were to obtain assistance from those involved in Earthmoving, and a little help from the people in Governmental, and Rental … .
How does this work financially?
You can pay per download or you can purchase an annual subscription with unlimited downloads for $15,000. The cost for a story is $50, and it includes a free download of a lo-res photo. Lo-res photos purchased alone are $5 each. Hi-res photos are $20, blogs $25 and videos $100 each.
If you were to purchase all the content at a la carte pricing, the cost would easily exceed $50,000. If you can benefit from even half the categories HVC is offering, you’ll see a significant discount with an annual subscription. The cost is somewhat higher if you wish to pay for an annual subscription monthly or quarterly to even out cashflow.
Do I need all these different kinds of content on my site?
The more types of content, the better the SEO and the more visitors you’re likely to attract. Certainly, you should post content that is most relevant to the market segments you serve. Blogs can be incredible SEO tools. Video, too, has very strong implications on Google and other search engines. Also, the content types go beyond SEO and play into the preferences of your visitors. Some like words, some like videos.
It’s hard to update my website. Can you help?
Sure. The first way we would help is to inform you that it shouldn’t be difficult to update your website. We would encourage you to find a user-friendly Content Management System. If you use a vendor to manage your system, and that vendor is making the process cumbersome and expensive, you likely need a new system (and a new vendor).
One of your content types is blog posts. I’m not sure we can start a blog on our site. Is that a problem?
No. You can start a blog separate from your site. Then, you can link back to your site. In fact, having a blog separate from your website actually helps SEOs.
So HVC is actually selling a blog?
Technically we’re selling blog posts. The blog would be the structure you create. The words we create, and you place for the public to view, are the blog posts.
How can I create the blog structure?
Some Dealers have blogs on their home pages. That’s certainly an option. There also are host services, such as blogger.com. They have all sorts of templates that can help you create a blog in a matter of minutes. If you have trouble, give us a call and we’ll help walk you through it.
What if I don’t have time to frequently update our website?
Most Content Management Systems enable you to upload materials but delay their actual publication date. So you could, for example, upload 10 items and have them appear over the next 10 days. You’ll touch the content once, yet the site will be much fresher. Virtually every blog hosting site facilitates these timed postings.
What if our management doesn’t want the public to post comments on our blog?
You certainly don’t have to. The templates let you choose whether you allow comments.
You’re really pushing these blogs. Why?
They’re an easy way to maximize SEOs. They’re an easy way to keep your site fresh. They’re an easy way to communicate with customers and prospects. And they’re an easy way to make specific promotional offers and encourage customers to return.
What’s the difference between your blog posts and your stories?
The blog posts typically are written in a more casual, conversational style. They also are “temporary,” where the stories are more permanent; they can be posted on your site and left there for a while.
Can I post the stories you provide on my blog?
Sure.
We’re also considering using social media, such as Facebook and Twitter. Can you help with that?
Yes. The blogs are the place to start. The blog hosting services allow you to easily alert followers on Facebook, Twitter and other social media. In fact, with the click of a button Facebook automatically uploads the first paragraph of any new blog post. Twitter, meanwhile, typically grabs the headline. The content also is great fodder for RSS feeds.
Can that make money for our dealership?
Yes. Post a blog that you’re offering 10 percent off an oil change. Then use Facebook and Twitter to relay that message. You’ll reach those who visit your website (or blog), those who follow you on Facebook, and those who follow you on Twitter. If you offer good deals/discounts, more and more customers will track you through social media to take advantage of the great deals you’re offering.
Can I make the content more customized?
Absolutely. One way is to simply insert a contact name in the blog post, or even a story.
Can I preview the content before making a purchase so I know exactly what I’m getting?
Yes.
Even the videos?
Yes.
What format is the video?
If you download one of our videos, you’ll actually receive it in two formats: FLV and WMV.
What’s the difference?
For a very general discussion, think of FLV as a video version of lo-res photos, and WMV as the hi-res equivalent. FLV is the best choice for your website because it won’t slow down (and frustrate) visitors. WMV is typically the preferred format for PowerPoints and other uses involving a larger screen.
I see a video costs $100. Does that include both formats?
Yes, you’ll be charged $100 but actually receive identical footage in both formats.
Where do I put the video?
It can go on your website, or be linked to your blog, or posted on a social media page, such as Facebook. The WMV (more “hi-res”) footage can be used any way you like. Videos also can be posted on YouTube and downloaded by sales reps on computers, handheld devices or other display tools.
Why do you describe some of the videos as “raw footage”?
Some Dealers have told us they want edited videos, which include customer testimonials about key features and benefits. Others have said they need footage of machines working, with no words from customers. This led us to offer more professional appearing edited videos, and raw videos as originally shot on the worksite.
Why are some stories short?
Websites typically tell the story in fewer words. Instead of having one longer story, you might have three shorter ones. That is a good way to retain the attention of the visitors, and deliver quick, easy-to-ready material so they spend time at your site.
You still think the short stories are worth $50?
Yes. Longer doesn’t mean better. And, frankly, the short ones often can take just as much writing and editing time.
I want a category created, or a specific market segment addressed. Will you do that?
We will gladly do so on the condition you are an annual subscriber, and that you don’t request a content that Caterpillar would, for some reason, not want us to pursue. We also might ask you to make your key experts in that specific area available for interviews that we would turn into content.
I want local content. Can you do that?
Yes. In fact, we’re very qualified because we can tailor it to match what we’ve already created. Nothing would help it all come together better than a local tie. Just contact us for prices. You can call us at 262.544.6600.