If I had a nickel for every time I heard, read or said, “Content is King”…well let’s say the pool in my backyard would not be stamped “Disney.” I mean content creation is important, right?
Marketers keep wandering around in circles reminding each other that content is king, but we haven’t really explained why we say that to our customers. We just accept it, nod to each other satisfied, go off and create. Create what? You guessed it more content.
First, let us back up a bit. What is content creation? Content is case studies, blog posts, videos, infographics, white papers, photographs; pretty much anything you create and put on your website falls under the heading of “content”.
So why should you as a business owner invest time and money to create content? Why is it King? Below are five reasons you need to be creating right now.
SEO: Creating great digestible content that is valuable to your customers is great for SEO. Your content strategy is your SEO strategy. Great content brings social shares, which the search engines like, which push you up the rankings, meaning that more people visit your site. Hopefully that yields more customers.
Knowledge Leader: this is the end game of many content creators. You can show potential customers and prospects that you know what you are talking about and that you can solve their problem. The content that you create can provide proof that you are a master at what you do.
Humanity: Good content helps you communicate with your audience in a more human way. As we know people work with people that they like, so content creation is a great way to show your likeable side. In addition, if you are in a “boring industry” you can demonstrate your humanity and bring a little personality to your company.
Differentiation: In addition, great content can help you differentiate your offerings from your competitors. With great content creation, you can demonstrate your unique selling proposition and show how you solve your customer’s problems better than your competition.
Value: Great content helps your customers, before they are your customers. It gives them value, before they buy your product or services. People are much more likely to buy from someone who provides them value before a sell then someone who insists on all values after they “sign on the line which is dotted”.
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