When it comes to keeping your website populated with new content, it’s easy to feel somewhat overwhelmed. Many small businesses try to keep visitors interested by churning out new posts every week, but unless you’re delivering something of value, you’re wasting your time. Instead of focusing solely on the frequency of your posts, you need to hone in on the value proposition for your site. This will supercharge your marketing efforts and help your business stay healthy.

Why Does Content Matter?

Much of the confusion about quality content is derived from a fundamental misunderstanding of content’s purpose. Keeping your blog populated with fresh information isn’t simply a show of force—content creation is one of the most powerful tools available for connecting with your customers. Effective content marketing should also expand your brand’s digital reach.

High-value content provides the following benefits for your brand:

● Generates organic inbound search traffic
● Engages your existing audience
● Builds further credibility and authority in your industry
● Converts visitors into new leads/customers
● Solidifies your brand message

Don’t be tempted to stay on a surface level, but keep your attention on content that will perform optimally for your business.

Defining “Value”

So, you understand the importance of creating unique content, but what qualifies as valuable? First and foremost, content should be relevant to your brand message. Your should blog shouldn’t be filled with fluff that doesn’t have any ties to the product you sell.

Valuable content is also useful and unique. Don’t re-purpose the same message your competitors are selling and hope for the best. You need to spend time crafting a brand message that your customers aren’t going to find elsewhere. Furthermore, don’t get stingy and only update your site every once in a blue moon. Moz cautions business bloggers to avoid providing low value content, because it can be as dangerous as poor quality posts.

Identifying Pain Points

Too many entrepreneurs view business blogging as the strange beast that bucks the trends in marketing, but website content should connect with your customers in the same way as traditional marketing campaigns. Before you write a blog post, ask yourself, “What are my customers pain points?” Spend some time prospecting and speaking to your existing clients about what they’re looking for. Developing a deeper understanding of how your customer thinks will equip you with the right tools to create valuable content. It’s Marketing 101, folks.

If you’re tired of making a tiny splash when you’re looking for a big wave, stop blogging without any purpose. Either spend some time generating content that will cement your position as an authority in your industry, or farm your content out to a marketing team who can help you make the right impact. If you continue to use the same tired content techniques and hope for the best, you’ll discover with time that you’re only wasting money and not generating any real growth for your business.