Remember when content used to mean “satisfied or peaceful happiness”? It still does, of course, but if you’re a business owner or entrepreneur living in today’s world, that may not be the first definition you think of. It certainly isn’t for me. When I think of content today, it is in regard to what I want to say or publish about my business. Content is my messaging on social media, the blog on my website, and my email communications to you. It is what I have to say. It is what I write about—regardless of how it gets delivered. Strip away the pretty pictures, the branding, and the fancy fonts; forget the medium or platform, and you get back to basics—content.
And yet, it’s not so basic. Content – and the pressure to create it – is everywhere you turn these days. Even for me, it can be a struggle to keep up. Many of the entrepreneurs I coach tell me it’s their number one stressor. So, why do it?
That’s where we’ll start. In this post, we’ll talk about why it’s important for your business to write and produce content. This post is the first in a four-month blog series on everything content, everything writing. The series is designed to help you take the struggle out of writing content for your business. We’ll cover the rhyme and reason of writing content, along with some nuts and bolts, and delve into what platforms and tools will serve you best.
Why You Should Write for Your Business
Writing content, like anything else in life, has little importance if you don’t understand WHY you do it. And, also just like anything else, the reason may seem simple at first, but on closer inspection, you realize the reason – and reward – is multi-faceted. It’s important to understand the why of your writing because if you don’t, your content will be messy, your message lost, and… well… read on (because you know there’s more to it than that).
Potential clients need to know you exist! This is the most important reason to write content. Imagine that Company A and its competitor, Company B, start their businesses at the same time. Company A focused on all the mechanics of their business – except content – so they’d be ready on their first day. Company B started publishing content on social media even before they opened their door. Who do you think did better at the start? Company B of course. They targeted their market, published content for their potential clients, and had people excited right from day one. No one had ever heard of Company A.
Seek and they shall find… YOU. Publishing content makes you searchable. If you have a website with very little content, Google doesn’t have much to go on. Very often, when you visit websites with a lot of content on a variety of topics, it’s because the company is practicing on-page SEO (search engine optimization). This means they incorporated keywords and words that are broad synonyms of their keywords into their content. Google loves content – especially if their algorithms deem it valuable content – so the more you write, along with proper SEO of your content, the more Google will find you. And if Google finds you, so do your potential clients.
Highlight your expertise. Think of the movie Ghostbusters that famously asked, “Who you gonna call?” Well, who do you think they’ll call? Ghostbusters or some no-name guy who wrestled a sheet? Publishing content shows the world you’re an expert at what you do. When you write social media posts, blog posts, and internet articles for your target market, you start to stand out as an industry leader. Well-written content makes you an authority on what you do, and it gets you shared.
Sharing: it’s not just for kindergarten. When you write content from a place of expertise and authority, people will share it because they value your message. When they do this, it promotes your business without any additional cost to you. The more you write content for your target market, the more likely they are to share your posts. This creates natural backlinks to your website (which is something else Google loves).
Content creates returning customers. How many brands do you follow on Instagram that you’ve purchased from? How many emails do you receive because you wanted to read a blog from a brand you love? This same principle is true with publishing content. The more you write for your customers and clients, the more they will return to you (and also tell their friends). They know you and trust you. You have proven yourself valuable to them in the past. This gives you a step up in the future.
So here’s the last bit.. the part you kept reading for. Yes, if you don’t know why you write, your content will be messy and your message will get lost. But also, if you don’t know WHY you write, you’re less likely to do it. And if you don’t publish content, you’re losing customers and business.
If you have questions about writing content for your business, incorporating SEO, or about building a content plan for your business, feel free to schedule a FREE clarity session with me.
And check back next week when I discuss WHEN to write. (Yep, that part is important too.) Until then, have an abundant week!