You’re an entrepreneur building a startup. Or maybe you’re an established business person working long hours to keep your business steady and solid. Either way, you’ve got a lot to do.
That’s not news. But this is.
Of all the 10,000 things on your plate, there’s one thing you can’t not do.
And that’s implement killer content as part of your total marketing strategy.
REASON #1: Consumers are information-hungry
The rise of a tech-fueled, information-based culture has reshaped how consumers shop. People contemplating a purchase will get on the Internet first to check out products and services and make comparisons. That’s partly because more than two-thirds of consumers believe they’ll find better deals online.
Millennials are one group of consumers don’t respond well to aggressive sales tactics. A 2015 Forbes magazine article by Daniel Newman suggests that this hyper-connected generation is far more likely to consult with each other online or use social media platforms, like a company blogs or Facebook, to learn about products and services.
What all this boils down to is this. Your target audience wants to know. About your company, you, your business team, the products and services you sell.
So feed that hunger and tell them.
REASON #2: An online presence builds credibility
Reaching people and turning them on to who you are and what you can do for them is an ongoing process. But it’s also one that instills consumer confidence in your reputability.
First, you need to show you offer value. By value, I mean actionable content — preferably with examples, step-by-step guides and/or links to reputable sources — your prospects can use to solve their problems.
This shows you understand your target audience and care about their need for products and services that help them.
Over time, doing so on a consistent basis positions you as a trustworthy source. And trust is what will ultimately convince people that you are the service and/or product provider they need.
REASON #3: Quality content generates exposure
The first place potential clients are likely to go for solutions are search engines like Google or Yahoo. And if your content appears on the first page of search results, the more likely it is that consumers can find you and discover how your business can help them.
Killer content becomes critical when you want that coveted first-page status. To get it, every post must be:
- original, interesting and useful
- current, accurate and well-researched
- supported by images and/or videos
And that’s just for starters. Google’s ever-changing algorithms consider many other factors — including the quality of inbound and outbound content links — to determine site rankings.
Keywords, terms related to your content topic that help search engine users find your site, are also critical. But overdoing keywords for search engine optimization (SEO) purposes can also hurt you.
Here’s an example:
“Billy Bob’s Texas Barbecue is the best barbecue you’ll find anywhere in Texas. Contact Billy Bob’s Texas Barbecue today for the ultimate Texas barbecue experience.”
The keywords “Texas barbecue” get repeated three times in just two lines. So if you find yourself sounding redundant, revise.
To avoid repetition (also known as “keyword stuffing”) use closely related synonyms to reinforce an idea. So a revised version of the above example might look like this:
“Billy Bob’s Texas Barbecue serves lip-smacking smoked meat dishes that have kept people coming back for more since 2010. When you’re in the mood for barbecue that’s gained a raving fan base across the Lone Star State, come on by to Billy Bob’s!”
“Barbecue” gets repeated twice. I also use “smoked meat dishes” as a synonym for barbecue. When mentioning the name of the restaurant, I strategically shorten it the second time I reference it.
Remember: write for people first, Google and Yahoo second.
After all, it will be people who will buy from you, not search engines.