There is so much value in creating content that goes beyond your products and services. The value is even greater when the content you create is of a high standard. More than bringing people to your website (and keeping them there), great content will make your company and brand stand out from the crowd; it will give you that competitive edge, highlighting the fact that you are a company that isn’t only concerned about driving sales but also about enriching your customers’ experiences and empowering them through information. People know that they don’t have to look far and wide for information—it is literally at the tip of their fingers. Two of the greatest human needs are self-development and intellectual stimulation; if you can give your current and prospective customers that, you will be building a loyal audience that will most likely end up being an advocate of not only your services but of your brand as a whole.
Every single brand is competing not only for market sales but also for the consumer’s attention. An essential step is building a sustainable content strategy that will work like a well-oiled machine. Besides having a streamlined content plan and a well-thought-out editorial calendar, businesses have to ensure that the content they create is thought-provoking, informative and empowering. High-quality content positions you as a thought-leader than just a service provider or product pusher—your company also becomes a knowledge hub.
Below are five ways in which your business and brand will benefit from creating content that is consistent and exemplary.
Great content will help you build a longstanding relationship with your customers; it is what will have them coming back to your website for more. If you have a consistent content plan, customers will always be anticipating new content and will visit your site regularly. Publishing articles and blog pieces is a way of starting a conversation with your audience. Content creation and distribution humanise your brand and demonstrate to your customers, current and prospective, that you are in tune with what you do and the industry within which you operate.
Creating quality content is also a great way of improving your social media traction. If you publish stellar content, people are more likely to share it on social media, which will bring more followers to your social media pages. Additionally, as you publish content consistently, you will gain insights into the type of information your audience engages with the most, which will help you ensure that you give them more of what they want.
Many of us are aware of Maslow’s Hierarchy of Needs, which posits that the highest human need is the need for self-actualisation. One of the ways to self-actualise and improve the self is through gaining new knowledge. If you publish content that not only speaks to your services but also sheds light on industry trends, you will be playing a role in satisfying your audience’s need for self-actualisation. Moreover, articles and think pieces will make your company form part of the thought leadership happening within your industry, and your customers will, in turn, associate your brand with knowledge and excellence. Customers will be confident in the fact that your services and products can be trusted.
According to an article on Small Biz Trends, “companies that blog have 97% more inbound links.” What this means is that if you publish well-researched and well-structured articles, other sites will use your content as a reference and link back to your website, which will improve your SEO ranking, increase traffic to your site and generate direct sales leads.
The more distinctive content you publish on your site, the higher your chances of being discovered online. Consistently uploading high-grade, relevant content that answers consumers’ questions, and solves their problems, is an important aspect of search engine optimisation (SEO). Your business exists to meet the specific needs of an expansive market. People know their needs, but they also need to know where to go to ensure that their needs are met. The first thing we all do when we have a problem is search online. With the use of certain keywords, you can direct customers to your site, where they can find the solutions—your products and services—to their problems.
As we all know, a successful relationship is built upon a foundation of communication. Your content is how you maintain your relationship with your customers, ensuring that you’re always talking to their needs and empowering them through valuable information that will not only make them advocates of your brand but will also keep them connected.
Blamire, P. (2017). The Benefits of High-Quality Content: How Content Consistency Drives Your Brand Forward. Retrieved from https://blog.hubspot.com/customers/benefits-high-quality-content-consistency-brand
Charles, J. (2019). 10 Important Reasons to Work Seriously On Your Small Business Blog. Retrieved from https://smallbiztrends.com/2016/07/why-small-business-blog.html
Hubspot. (2019). Inbound links in the SEO tool. Retrieved from https://knowledge.hubspot.com/articles/kcs_article/content-strategy/inbound-links-in-the-seo-tool
McLeod, S. (2018). Maslow’s Hierarchy of Needs. Retrieved from https://www.simplypsychology.org/maslow.html