Without business content, you’re an organisation with nothing but a name.
Nobody knows what you do, why you do it and who you’ve done it for. Without business content, you’re a ship lost at sea – the words you put out anchor you to your customers, current and potential.
Content is communication. Whether it be a website, a blog post, newsletter or press release, I believe that content is the mouthpiece for your business message and it’s the key thing that brings people to your doors.
Whether it’s online or in traditional print, here’s why I think it matters most:
- Content builds and grows customer relationships. Business content is a means to connect with your current clients and reach out to those waiting in the wings. By reading your website or subscribing to your blog, the customer gets to know your product, learn more about you and hopefully come back for more.
- You become the trusted advisor. Well-written articles that inform, engage and inspire create a deeper connection with the reader and position you as an expert and advisor. As long as the messaging is authentic and relevant, not full of sales talk and propaganda, you will be known as the trusted, believable source of industry information.
- Content drives traffic to websites and blogs. If you write great content, they will follow. And by linking across social media, you’ll drive bigger numbers to your site, which may result in new leads and more sales. Don’t be fixated on numbers but do be sure to write well, share often, and interact with your readers. Often what they like is noticed by others and you should soon see the numbers start to grow.
- Your business will appear higher when people search online. Writing regularly and keeping a fresh stream of content flowing on your website and blog is key to beating your competitors in the search engine results page. Include keywords that represent your business and write original, high quality pieces every time.
Business content is arguably one of the most important facets of your business.
Regularly creating and updating the written words on your website and blog are crucial to communicating with your customers and helping you reach new clients and opportunities in the process.
Drafting and developing exciting email newsletters, brochure copy and social media posts tells the world that you’re a professional, committed, informative, interesting service provider.
Whoever said content is king wasn’t messing about. Creating content-based conversation is even better.