When running a small business, there is a lot of competition. How do potential customers find you on the web? To assert your company as an industry leader, you must be the guru of fresh, crisp content.
So what is content? Content is a message transmitted in different forms of communication. Content appears in the form of articles, videos, and blogs that aim to attract and educate your customers and attract new business.
For small business owners who are new to creating great content, here are some starting points.
• To look for
Read books and publications about your industry. Research your competitors’ websites and find gaps in their content. Find out what they are not telling their customers. Don’t simply sell to your customers. Recognize what their needs are and provide solutions to their problems. Ask probing questions. Provide them with information about why they are paying too much for certain products.
• Attention-grabbing headlines
Technology has made us all attention deficit. When people go online, they typically only check websites. You have seconds to get and keep their attention on your website. The title should be bold and honest. For example, I wrote an article about building an authentic personal brand. Instead of a long headline, I simply asked, “Are you real or fake?” in my title. I aimed to hit a nerve with my reader and it worked.
• Conferences and networking events
Reading books and publications is a great start, but you need to attend events organized by people in your industry with decades of experience. If you are in business, you will remain a student. These events are useful because you can meet customers, but you can also generate ideas for videos and articles for your website.
• Social media platforms
Social media is an ultimate way to reach millions of people in the most cost-effective way. Utilizing social media can be helpful if you are strategic in your approach. Join online communities in your industry. Select two strong social media platforms and learn how to utilize them. If you have many platforms, it becomes difficult to maintain a dialogue with readers. Conduct product testers and giveaways for your customers. Interact with your customers by asking them what content they want to see.
• Audio and video content
Audio content is in the form of radio and podcasting. Using tools like SoundCloud, you can create your podcast. It’s a more intimate way to communicate on a small platform. You can also invite people to your podcast. Video is a way to reach more people and get your face out there. A popular video platform is YouTube. The downside to video is that you will be open to positive and negative comments, whether they are justified or not.
Remember that content must be updated regularly. As your business and industry changes, there will always be new topics to write about. If you’re passionate about your business, do whatever it takes to stay ahead of what’s happening.