One of my challenges as a person who builds websites for small businesses is a lack of content. Typically, a customer only wants 5 or 6 pages, which doesn’t allow much room for content. But when it comes to generating site traffic "content is king" (still!).
Why do I need content on my site?
You already have everything on your site that your customers need to know – opening hours, contact details, a description of what you do etc. However, adding bite-sized chunks of content –usually in the form of blog posts can deliver real benefits to your business…
1. It’s a great way to demonstrate your expertise
Adding tips and expert opinions to your site can show prospective customers that you understand their problems and you know how to help them.
2. It plays on the give-get principle
In ‘Influence: The psychology of Persuasion’ Cialdini describes how give-get or ‘reciprocation principle’ recognizes that people feel indebted to those who do something for them or give them a gift. Give a little bit of knowledge away and you could get customers in return.
3. It optimises the site for long-tail keywords
People are unlikely to google the name of your business straight away. They will most likely type in a term connected with what you offer. If you have those phrases on your website, they are more likely to find you and visit your site.
4. It creates multiple entry-points to your site
More entry points with engaging content means more chances to entice new customers and keep them on your site for longer.
5. It can boost your ranking on Google
Google favours sites with fresh, relevant content so regularly adding content to your site can help it climb towards that coveted No1 spot on google.
6. It can generate new customers – surely your end goal?
Bonus Point: As Bill Gates said in his paper ‘Content is King’ “No company is too small to participate”. There are no prohibitive costs to generating content, unlike advertising or employing someone to generate leads.
Use your imagination and pick mediums which resonate with your customers. Or mix it up with different types of ‘bait’. This applies even if you are a B2B company – you are selling to PEOPLE after all!
One of the greatest blocks to generating content is ‘what should I write about?’ But if you employ a systematic approach you soon find that you have more subjects than you can shake a stick at!
Your content should be of real value to your prospective customers and be based around the problem(s) they are trying to solve. Carry out some keyword analysis and identify what gaps you have. You can also look at popular search terms for your industry and target them. Just remember to be customer-centric. Popular themes include industry commentary (good for B2B), valuable tips, How-to videos and interesting industry stats.
‘Thank you for making me blog’
A while ago, a customer of mine wrote to me to thank me for encouraging them to have a blog on their website. It had started to deliver fresh leads which were turning into customers. They were so glad they had started. Even though they used to curse me while trying to stick to their blogging schedule, they understood that it was worth it in the long term.
The experimental blog
Many years ago as an experiment, I started a horse riding blog. I reviewed equipment, venues and competitions and focused on writing around tightly defined keywords and subjects. It didn’t cost me anything to set up and I didn’t spend any money on promoting it. However, the relevant blog always appeared near the top of the google search results for each key phrase that I chose. (and still does!)
Do you already have a website and are interested in content generation? Or do you need a new website and believe content should be at the heart of it? I can help you develop a content strategy, write the content and add it to your site. Simply email me at firstname.lastname@example.org