Some businesses find the idea of creating content on a regular basis to be overwhelming and simply dismiss it, thinking they will stick with the “easier” forms of online marketing. However, the success of other online marketing tools are also becoming dependent on your ability to deliver content.

SEO – Search Engine Optimization is the marketing strategy where businesses try to get their website at the top of search engine results. It is a difficult strategy to keep up with because the search engines keep changing their algorithms. (Google recently changed theirs again). But, the trend is an increasing emphasis on the use of keywords within substantial written content.

Social Media – Social media platforms are everywhere, and it is easy to think that you can get in front of lots of people that way, which may be true. However, the challenge with social media is staying connected to people once they find you, and converting them to customers. Having a huge following on Facebook, or Twitter, or LinkedIn is great. But if it doesn’t translate to business, then it is a waste of time. One effective way to leverage social media is to link to content that is of value to your connections. It helps you identify who is interested and capture their attention in a more focused setting, rather than the stream of short communications that reigns on social media.

Pay-Per-Click or Online Advertising – The whole point of spending money on online advertising is getting people to your website. But what will they find when they get there? If they don’t see a significant amount of content and valuable information, they won’t stick around. In fact, people are starting to assume that if you don’t have valuable content on your website, then you probably don’t have much value to offer.

Regardless of the way people find your website, they are going to be looking for something that is of value to them. Content that speaks their language, answers their questions, and addresses their problems. If they don't find it, they won't stay. So, compelling content is really the piece that links together all other forms of online marketing. Without it, the other pieces aren't nearly as effective.

So, I encourage you to start thinking seriously about how you can begin to create and use content for your business.
 


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