Content Matters – And It Doesn’t Have to Be Daunting

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September 27, 2016

Creating and sharing unique and relevant content can be a powerful way of differentiating your business. Content marketing is a discipline that’s gotten a lot of attention in recent years, but it’s hardly new. What it boils down to is the simple telling of your organization’s stories, usually via your website and/or social media. The reason many companies aren’t engaging in content marketing, or are doing so in fits and starts, is simple: it sounds like a lot of work.

While it does take some time and attention to create content, the rewards are real such as:

• Increased web traffic
• Informed customers
• Additional sales leads

The key is having a strategy and process for telling your stories. The easy part is done – your stories already exist. They are happening every day throughout the course of regular business and range from customer success stories to details about how your approach to customer service helps solve problems. Just because you’ve been doing something for a very long time and it has become business as usual, doesn’t mean it isn’t worth talking about. There are always new customers who don’t know your stories, after all. So, what are your stories? You can find them by identifying:

• What is true about your organization
• What is important to your organization
• What your customers appreciate about your organization

These three points are a great place to start your content marketing plan. Write about what you do. Write about how you do those things and why you do things a certain way. If your customers appreciate something specific about what you do, e.g. quick deliveries or responsive customer service, write about why doing those things matters.

Once you’ve identified some topics to cover, the next step is establishing who will be producing your content. It’s important to start slow and keep it simple. Don’t ask your people to write a novel – keep things short and sweet, which is how online readers want to consume information anyway. Work with your content producers to create a reasonable schedule, one that does not overwhelm them, but also ensures that there’s always something in the pipeline ready to be shared.

Everyone knows now that having a website is critical to running a business. A mistake that many companies make, though, is failing to keep their website up to date with new information and useful content. You’ve already made an investment in your website, why not get more out of it? Content marketing is a great way to do this, and it doesn’t have to be intimidating.

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