A website without content is nothing more than a picture book without a storyline.
And as a content marketer, of course I’m going to say that, right?
But let me explain.
Content is the main reason that people use the internet. Whether we’re reading blog posts, watching videos or interacting on forums, when we turn our attention to the internet, we’re only after one thing.
Far from being the latest buzzword, content marketing isn’t just a passing fad, it’s the future of digital marketing whether we decide to embrace it or not.
In the last 12 months alone, Google has implemented around a dozen algorithm updates, most of which waved goodbye to outdated, somewhat black-hat SEO techniques.
From 2014, the most successful websites will be those that pioneer content in their industry (whatever the industry), report on the latest trends and add the most value to their audience.
Future-Proofing For Your Business
The great thing about content is that it continues to market your business long after you hit publish.
Wouldn’t you rather your clients came to you instead of you searching for them?
Every day, people use search engines to find information relating to your industry. And if you have a content strategy in place, you can ensure that they visit your website before anyone else’s by providing information about the topics they’re searching for.
And if it’s been asked once, it’ll be asked again, which means your website will continue to be the source of others’ enlightenment, which is a comforting thought in itself, right?
Content Makes the People Come Together
Madonna was right you know.
‘Publishing engaging content on your website builds a platform for your visitors to interact with each other, but more importantly, it gives them a reason to interact with you.’
Madonna, 2006 (possibly).
In a word, if you bring the ball, you get to play.
In the simplest form, interactions gain trust, trust creates leads and leads create sales.
If your content is good, people will talk about it, which means they’ll be talking about you (in a good way – albeit behind your back), which in turn, builds your business and your brand.
Which brings me seamlessly to my next reason.
A Platform for Authority
Every piece of content you produce gives you another opportunity to build authority in your industry.
Those that try to build authority based on claim won’t get anywhere fast; people want to see transparency and proof that your products or services actually do what you say they can.
Having industry authority allows you to continually generate traffic as people will visit your site on the basis that you know what you’re talking about. Likewise, people are more likely to interact, engage and take action with those whom they trust.
It Makes You See Through
Much like those white trousers you decided to wear to the shops the other day, content gives your brand transparency. Despite how many letters you have after your name, no-one will completely take you at your word unless you can provide them with social proof.
Your website content gives you the perfect excuse to tell the world how great you are by showcasing your own achievements and explaining exactly how you’ve already helped others.
People love a good story, so take them on a journey and explain how your services can make their lives better by using case studies and testimonials from past customers.
Great Content is its Own Salesperson
Think about your website content this way:
Every piece of content you produce for the web is essentially a wee salesperson that is working every day of the week for the entirety of the year, for your business.
And the best part is, you don’t need to pay them.
Or even pretend to like them for that matter.
In some cases, great content can spread the word about your business all on its own.
Questions? Comments? Please share below.
Image Source – https://www.flickr.com/photos/21561428@N03/5591968314