If you have spent any time at all marketing your business on the web, you’ve likely heard the word “content” dozens of times. There are plenty of books, blog posts, white papers, and consumer guides written on the topic of “content” but I’m going to assume that as a busy business owner, you probably have better things to do with your time than read a couple hundred pages of, yes, “content” just to learn about “content”. So allow me to summarize in about 350 words.
Quality Content Attracts and Engages Your Target Audience
If you want to grow your business via the internet, then you need to give people a reason to visit and then re-visit your website. The only way this happens is if you have something worthwhile for them to read or watch (video counts as content too!). If your website is never updated with fresh, new content, then why would anyone want to come back regularly? By consistently providing useful and stimulating content, you can capture repeat traffic and every savvy business owner knows that repeat exposure typically leads to future sales. On your website, your content forum is your blog, but the same rules apply to other social media outlets such as Facebook, Twitter, or LinkedIn- Consistent, Compelling Content = Followers.
Content Builds Your Credibility and Gives You and Edge Over Your Competition
Want to show your prospects that you are an expert in your field? Provide tips, strategy, and information that goes beyond the run-of-the-mill “advice” people get from their friends/family and you’ll stick out above the crowd. Plus, so few businesses actually take the time to develop expert content that when you do, you will outshine your competitors.
Properly Written Content Helps Your SEO
It is no secret that search engines love to provide their users with new information. When you frequently incorporate new keyword-rich content into your blog, search engines start to take notice. While blogging alone will rarely get you to page one, when practiced in conjunction with a steady stream of organic back-linking, you gain an enormous advantage.
While content is critical, it isn’t an immediate or quick fix for your sales statistics. Don’t expect a blog or a Facebook page to boost your bottom line in the next 30-60 days. Building a following takes time and commitment. Ask yourself where you’d like your online presence to be in 12 months? If you want the internet to be a profit and lead generating center for you, then the time to focus on content is now.