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Content Marketing

Why Should My Business Invest in Content Marketing?

January, 2016 · By Deborah Fiorentino

Seemingly every business in the world has been told how important it is to invest in content marketing, with billions of dollars spent on this promotional strategy each year. And yet, 40% of small business owners feel it’s difficult to measure the impact of content marketing. If you’re wondering whether your content marketing dollars would be better spent elsewhere, it’s important to learn why generating content online is essential for your business.

Generating Traffic Online

Most small business owners think of content marketing as a tool for growing social media connections and increasing user engagement, but they fail to see how content contributes to organic traffic patterns. Search engine optimization (SEO) has long been a buzzword for content creators on the web, but the correlation between strong content and organic traffic is simply undeniable. Without great content on your website, your visitor count will fall flat.

Delving into the technical specifics of SEO is a significant undertaking, but understand this: investing in content boosts your site’s value in the eyes of the search engines. This result may not be perceptible to the naked eye, but consistently blogging and generating interesting content has a marked impact on your website’s incoming traffic trends. For a more detailed look at the link between SEO and content marketing, take a look at this comprehensive overview from industry leader Kissmetrics.

Building Brand Awareness

Generating content online to build brand awareness is frankly a no-brainer. Spreading the word about your company can feel incredibly difficult as a small business owner, especially if you’re competing with larger chains that have seemingly unlimited marketing budgets. Content marketing is a cost-effective tool for getting your name out there. Best of all, unlike traditional advertising that only delivers results while your campaign remains active, content lives on indefinitely, bringing you business for years to come.

Establishing Authority

Consumers look to industry experts when it comes to making buying decisions. What wine should I pair with red meat? What’s the perfect local spot for date night with my wife? What shoes should I wear with a little black dress?

Content marketing gives you the opportunity to answer questions your target audience has about the products and services you know best. By addressing points of interest for potential customers, you’re building a reputation within your niche. When it comes time to make a purchase, you’re the company these buyers will turn to for reputable products.

Perhaps the single greatest key for content marketing success is patience. Building a following online and generating sales for your business won’t simply happen overnight. As you generate more and more content, the snowball effect will become apparent. As content drives more consumers to your website, your social media following increases and your industry position soars.

If you continue to show your marketing efforts the attention they deserve, you’ll also see your bottom line grow. Take a deep breath and roll the dice. Content marketing isn’t a quick fix for your sales woes, but it is a viable investment for the future of your business.

Adding Content Value: Stop Wasting Your Time with Fluff

January, 2016 · By Deborah Fiorentino

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.