It's often said that "Content is King." This is because the words you use in your marketing materials can help you better connect with your target market. But not all content is the same.
Some content, like meta descriptions, is used merely to optimize your search engine rank. Other pieces of content are designed to help potential clients get to know, like, and trust you. This makes it easier to make a sale.
What is the best type of content if your goal is to grow your business? Here are a few options to consider.
Customer-centric website content. When creating your website content, there is a huge push to make sure it is search engine optimized. While this is definitely important, the one way in which many businesses miss the mark is they focus more on themselves than on the consumer.
This is why your web content needs to clearly portray the benefits you offer. Put simply, it should quickly answer a potential client's number one question: "What's in it for me?"
Informational blog posts. The great thing about posting regularly on a blog is it helps establish you as an expert in your field. The more you show your potential clients that you know what you're talking about, the more likely it is they'll reach out to you when they need help.
Posting informational blogs also tells your site's visitors that you're not just in business for the money. You really want to help them solve some of their biggest problems, even if it means giving some of your advice away for free.
5-star case studies. Have you ever read a customer's story about an interaction they had with a company and used it to decide if you want to do business with that company too? If so, you are not alone. A 2019 BrightLocal Survey reveals that 82 percent of consumers pay attention to online reviews.
Case studies are 1-2 page reviews you can publish directly on your website. They provide a glimpse of the great things you've done for other clients, which plants a seed of the great things you can do for them too.
Mini e-books. Many businesses use small e-books as a way to get website visitors to leave their contact information, such as their name and email. These 5-10 page online booklets are also a great way to share enough information about your product or service without giving away too much.
I've had some clients want e-books based on their seminars and presentations. Others want an e-book packed full of supportive research. Both can help grow your business.
If you have questions about what type of content can help you grow your business, contact me and we will discuss your options. Together we can come up with a customized plan that fully supports your business growth goals!