That phrase ‘Content is king’ has been around for a long time, but is it still true today?
100%. Potential customers need information to make the decision whether you are the right supplier for them. And, while cost may play a part, the reality is that they’re looking for a supplier that understands their needs, is reliable and easy to work with. That’s where content comes in.
Your website needs reader-focused headlines and content that makes it easy for the visitor to see what you offer and get a feel for your company. Creating a corporate-style approach when you’re a laid-back, don’t-stand-on-ceremony kind of person, doesn’t do you any favours. So the content also needs to be congruent with your business approach.
Your social media is often the point of engagement for potential customers. Either because they’ve connected with you on socials, or because someone has recommended you and the first place most people look is on social media. Your social media profiles need to be up-to-date, smart, professional and relevant.
Your posts are a way to reflect your humanity as well as your professionalism. And don’t forget that people often also see your comments on others’ posts, particularly on LinkedIn. That doesn’t mean you need to post pictures of your cat or the view from your window, but it does mean revealing the person (or people) behind the business.
Articles and blog posts are a great way to share your expertise. I talk to many small business owners who are reluctant to ‘give away all my secrets’, but let’s look at it from a different angle. If potential customers can see you’re a knowledgeable expert choosing you over anyone who doesn’t have that level of visibility is a no-brainer.
Blog posts are also an excellent feed for your social media – and your newsletter, giving you ‘more bang for your buck’!
Email marketing nurtures your list. Marketing isn’t selling, it’s a process of delivering value regularly, so, when you have an offer or promotion, people are already open to you. It’s the law of reciprocity – you give value and the recipient feels like it’s pay-back time.
And, of course, content isn’t always written. Visual images, video and audio all have an impact. If writing isn’t your thing, what about video material, or start a podcast? Obviously, video or audio material still need focus and planning, so you have a clear message, but work differently to written material.
Of course, if you know that you should be generating content, but the idea of writing anything fills you with dread, there are easier ways to get your valuable expertise out of your head and into written format – with a little help! Give me a shout and we can discuss something that works for you.
