Everyone needs quality content – for your web pages, your social media posts, your newsletters, articles and blogs. Good content is so important – it’s why marketers still say Content is King.
For me, it’s quality over quantity, make your content interesting, helpful, entertaining or educational. Hook the readers in and give them some top tips, tell a story, get that emotional connection, help solve a problem or give then a real insight with relevant information.
Your content can, of course, be written or an inspirational image, Instagram is currently the fastest growing social media platform. YouTube is a great platform and podcasts are very popular for busy people who like to listen on the go.
6 Reasons why you need Killer Content
1. Improve your SEO and website rankings
Adding new information to your website in the form of blogs, videos, articles, podcast or a news article increases your digital footprint and keeps your website up to date. Google (other search engines are available….) loves new content so it will help optimise your website for search engines, hence SEO (search engine optimisation).
You don’t have to write the body of your copy or your headlines for Google to improve your rankings. Focus on writing in a clear, concise and compelling way which should include keywords that are relevant to your audience, i.e. search terms that they use and this will satisfy the Google algorithms too.
Chopping up your posts and posting them on social media with links will drive traffic back to to your website , which is also good for SEO.
2. To showcase your business
If you are putting out regular content you are demonstrating and reinforcing how you and your business can help people solve their problems and improve their lives. Everyone researches products, services and businesses online before buying. So even if your business doesn’t rank high on Google, you may find that people will find you via Facebook, Google my Business or LinkedIn, so make sure you post on these platforms too.
Case studies or testimonials are a great way to showcase how you have helped people with an added endorsement from a customer. Make sure you outline the problem and the solution and get permission to use any quotes or images.
3. To establish your credibility and reinforce your brand
Customer touchpoints (link) are the various ways that your customer interacts with you and your business, in the research and pre-buying process. This could be a Facebook post, a face to face meeting, reading a recommendation or a LinkedIn article. Today, potential customers are likely to encounter you many, many times before they do business with you or are receptive to an approach from you.
Creating regular content that shows you as an expert in your area of expertise will build trust, reinforce your branding and key messages and establish you as an authority. Just make sure your messages and branding are consistent.
4. To target different channels and audiences
It really helps to understand your target audience and think about their challenges and issues and what they aspire to achieve. You can then tailor different types of content to address different issues for maximum effect. For example, your About Page on your website should tell me more about your passion and purpose, whereas your Services or Products page will list the benefits of working with you or buying your product.
LinkedIn is obviously more B2B and ‘professional’ but you can still show your personality through sharing successes, blogs and useful articles from others. Once you have some good quality content in one form you can convert this into another, e.g. turn articles into a SlideShare presentation, transform quotes into images, convert text into an audio file or make a video.
5. To create a library of material
Building a bank of good quality content is a worthwhile investment, as it will stay on your website, YouTube channel or other platform and help build your brand and your credibility.
A lot of content will be evergreen, in other words, it is still relevant, 3, 6, 12 months later so it’s great re-use for social media. It is always worth reviewing past content and updating it. Make sure you check for obvious changes, make sure all links are still relevant and check any references. Can you find a more up to date report or data source?
You can change the title and image to keep it fresh and then re-post it on your chosen platform and then post a link from your social media.
6. To generate leads and sales
Yes, good content can lead to enquiries and sales! It can lever in new viewers, readers or listeners who have not encountered you and your business before.
If your content engages people it will be liked and shared across various platforms and then will be shown to others in your network. This extends your reach to new potential customers.
Once discovered, people are more likely to follow you on your social media platforms or seek out your website to find out more information. Any enquiries that come from the content are likely to be warmer in so far as they have already seen and engaged with you and therefore more likely to convert then totally cold leads.
Great Content = Better Business
Great content should be a key part of your marketing strategy and it is relevantly low cost if you have the time. The skills can be learned, there is plenty of advice on the web about how to create killer content or you can outsource it to someone you trust. Just remember to be relevant, be authentic, be consistent, understand and engage with your audience.
If I can help you in any way get in touch – [email protected]