The world we live in today is a combination of limitless possibilities, and missed opportunities. Among other factors, the reason why there are so many possibilities is due to the Internet, and people’s obsession with it. Simply put, people spend a good portion of their day in front of a screen that has access to the Internet. You may also be surprised to hear that a majority of the time that people spend on the computer (for recreational purposes) is spent reading articles. Because of people’s obsession, this brings us to the second statement made in the opening sentence of this post, that being that there is a considerable amount of missed opportunity. Take this into consideration: social media sites are free to create, and to create a website for your business or your own personal page will at most only cost in the realm of a few thousand dollars, if even that.
What this means is that you can captivate an audience for your message for not only less than what you may have paid in the past, but also in a way that did not exist in the past. Unless your business owned a newspaper, or you mailed out newsletters every week to your clients, there was no effective way of communicating in a timely manner, things such as coupons and recent events. There was also no way of having your clients become engaged with what’s going on with your business.
In this world of communication, content that you put on your website and social media sites may not only help you to retain clients, but it may also help you build up your clientele.
What is content?
Simply put, good content is a combination of interest and knowledge. For example, if you stumbled upon an article that was about mechanical engineering and you knew nothing about the subject and didn’t care to learn about it, it would be unlikely that you read the article.
Why does content matter for your business?
Content matters for your business for a variety of reasons:
Firstly, regular postings on your website can help you rank higher in search engines. There are other factors that can affect where your site is ranked in listings, but one of the factors is how regularly you (or your business) add content to your website. You do not have to add content every day, but “bots” (the mechanism by which search engines organize which sites are ranked where in searches) search your site on a regular basis to determine what kind of website you have, and how active your website is.
Secondly, content production, dissemination, and distribution are among the best ways for you, as a business person, to explain your products and services to your clients and potential clients. For example, let’s say that you take an ad out in a Coupon Magazine, or on the Radio, or a Newspaper ad, or some other form of advertisement; your business is severely capped with regards to what you can say about yourself because of limited space and time.
What does content say about your business?
Content on your website (or lack thereof) says something about your business. Let’s say that you haven’t posted anything on your blog since December 2013. What do you think someone browsing your website will think about your blog or your overall website maintenance when they notice this?
Content should be viewed as a component of your business’ overall brand; to that end, it should be engaging.
What can you do?
What’s the solution for your website? Well, regardless of your industry, and as long as you control your business’ website, regularly posting online is something that you should do. These kinds of postings should take place on your own website and on social media sites.
You may be asking yourself, “What should I post and what should I write about?” Well, that’s a good question, and the answer depends on what type of industry your business is. Here again, one of the most pivotal aspects of content production is matching your content to your business. If you own a bakery, you shouldn’t publish articles on your website and have links on your Facebook page that are about financial investments. So what you should do is match your content with your business, and ask yourself what somebody who is interested in your industry may want to read to gather more information on a topic.
Content allows you to speak to your clients through articles, blog posts, newsletters, and press releases, through your website and social media accounts. Your content needs to match your industry. It needs to be engaging, original, and it needs time to work. If you don’t believe me, consider this: all of the following businesses publish materials on their website (and other mediums):
- Ameriprise Financial
- Farmers Insurance
- Trader Joe’s
- Office Depot
For those of our readers who would like to have content produced for them and their businesses, but who don’t have the time to do it, we have good news! We manage and create engaging content for businesses at an affordable price. To learn more, please contact us at (805) 587-7966 or by email at firstname.lastname@example.org.