When thinking about the most effective ways to increase the visibility of businesses on the internet, we often see the phrase ‘content is king.’
Google wants to deliver useful content to people making searches, so for many years they’ve encouraged business owners to create their own unique content and publish it online. It remains one of the most important factors affecting where a business appears in the search engine results pages (SERP). That content could be anything a visitor might find useful; thoughts on new developments in the field, information about new services, DIY or how-to information, or something else entirely.
That’s all well and good if your business sells beer or chocolate. Businesses where buyers have a strong emotional connection to the products on offer enjoy tons of opportunities for great content. Each product has an origin, you could take about where it has come from, the ingredients, the concept behind it, the supply chain, or the techniques used to make the product.
But what do you do if your business is a little different?
Creating content might be a little more challenging if you run a floor cleaning business, or manufacture elastic bands. There is a tendency amongst this type of business to think that content creation is too difficult or not relevant and can be ignored. This couldn’t be further from the truth. In fact, it’s even more important for these businesses to throw themselves at content creation. The fact that less people are doing it means the rewards for getting stuck in are greater. If the competition aren’t pulling their weight, those who do put the effort in tend to get noticed more.
“But I’ve got nothing to say!”
Just knowing there’s an opportunity isn’t enough to get everyone going. Many would still protest that they have nothing interesting or useful to say, but that’s simply not true. Think about what got you into the business in the first place. Is there any particular area that inspires you? Perhaps something unexpected or not widely know about how businesses in this sector operate? If you really put your mind to it you’d be surprised at how much you might find to say.
Try to think of one thing a week you could come up with 300 to 500 words about. If you’re struggling you could think of it from a few different angles; how your materials are sourced, are they fair trade? What is a typical use case of your product? What is an unusual use case for your product? What challenges does your business overcome for its customers? How has your business grown? What are your top tips for customers/clients? What useful information can you provide to visitors to help them make a decision to buy?
There’s always something to say and there’s always more to be said.
Just remember to make it reads well, there’s no point spending a time coming up with something if it’s going to be full of spelling mistakes and make no sense. Google is smart enough to know that a poor quality article isn’t going to be useful to anyone. Naturally then, content creators do need to have a bit of flare for the written word. They have to want to do it too, since forcing out a few hundred words against your will is unlikely to produce anything useful.
Some people are simply good at other things, not everyone can write clearly and properly, not everyone has the time and inclination to do it.
To get things moving sometimes it’s easier to partner with someone to help make sure these things get done properly as part of a complete inbound marketing service designed to attract leads like bees to honey, rather than trying to force your advertising upon the public with outbound marketing. We can help you come up with a schedule, stick to it and then proof read and deliver the content in the most effective way. We can throw ourselves in further and even create the content for you. Our team of experienced copywriters and content creators have studied businesses of many different types and can quickly gel with a client, learning learn as much as possible about their niche in order to produce the most effective content they can. You’re free to contribute as little or as much as you like to the process.
If you think you could use a hand coming up with useful content to boost your business’ visibility online, get in touch with our content creation team today and have a chat about how we can help. We love getting to know new clients and learning about their businesses and would be delighted to come up with a content or SEO strategy for you.