Do you sometimes feel it’s just not worth your time?
We meet with a lot of businesses and, very often, we can just see where this happened to them.
A blog post a month for a year or so…then nothing for quite a while.
A bunch of Facebook posts in the first few months, then Happy Fourth of July, Thanksgiving Turkey, then nothing. Or a monthly coupon and little else.
More often lately, there’s a video or two. Some are kind of fun, some even pretty good. But most of the time, you can kind of tell that it was done because someone told them that video is hot now. So you get in front of the camera and you’re really not sure what to say.
(Writers block is nothing compared to standing in front of a camera searching for words. I have some pretty hilarious outtakes myself if you don’t mind a bit of cursing.)
I have a few pieces of good news for you: You’re probably already producing enough content every week or two to drive your blog and social media accounts for a year. The problems you’re solving for clients every day, and the questions you’re being asked by prospects and friends are exactly what you should be writing about.
These types of things are really what your prospects are searching for when they go online. Sure, some will be looking just for you because someone referred them, but you still need to establish yourself as someone they should choose.
Far too many web sites are online brochures. Everything anyone could ever want to know about you. Take a look at your web site. Disregard everything that’s specifically about you. Is what’s left interesting and informative?
How about the great stories you tell about things that went really right or wrong? As long as they aren’t about you blowing something up, these are the things that establish you as an experienced professional. They also get across what it’s probably like to work with you on the problem that needs solved. And if your personality comes across as well, that’s a bonus.
Another piece of good news is that the search engines are getting laser focused on providing relevant results for the people that are searching. While there are still all kinds of things a good SEO person can do to rank a web page, the majority (of the good guys) would agree that nothing beats solid, relevant content.
When someone searches ‘how I fix a leaky faucet?’, the search results will be based on whichever web page seems to give the best answer to that question. Google then doubles down on valuing good content. If the people that click on your link leave quickly, probably hit the back button, it tells Google they didn’t think much of the content they saw or it wasn’t a good fit for the search term.
You might be thinking, “OK, great. So content is really important and I probably do have a pretty good idea of some of the things I could cover. Where do I start? What content should be web pages, blog posts, social media posts? When does using video make sense?” The old dilemma of ‘how do you eat an elephant?’
We’re going to do a series of posts here, each one covering a critical area of using content to grow your business, consistently, over time. Content is so central to an effective marketing plan, it is hard to tell where other aspects of marketing leaves off and content begins. Good content gets its roots from your strategy development and it forms the basis of your SEO, your social media, your emails, and every other aspect of your digital marketing. Here’s what we’ll cover: