I recently received an e-newsletter from Hawthorne Caterpillar that was full of great content. An article on the dealer’s experience helping government agencies prepare for natural disasters was unexpected, and peaked my interest. Another article told the story of CAT rental equipment being used to rescue a cruise ship. Again, not your everyday run-of-the-mill use of rental equipment.

I searched www.hawthornecat.com, wanting to see if a website visitor could find these treasures, and found they were buried deep within the news section. While Hawthorne Cat has clearly done a lot of things right, it missed an opportunity to put this content front and center with website visitors. Wouldn’t it be great if visitors searching  under the  “Rental”  or “Governmental” navigation bars could find these stories?

Not everyone gets your email newsletter. Some people will find you through your website or social media site. Make sure your great (and relevant) content is easy to find wherever potential customers could be looking.

Perhaps your content is still on paper in a salesman’s briefcase, or maybe it’s a Q & A session with one of your best technical experts. (You know –the ones who can actually explain things to the rest of us). Make a list, make a plan and get it out of hiding and online.

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