Back to Basics: The ‘Why’ in Creating Valuable Content

When it comes to producing valuable content, countless marketing and business professionals will tell you that you ‘should,’ but not many delve into the ‘why.’

"You need content to bring customers to your website!"
"You need content to keep up with the digital age!"
"You need content because that’s what your customers seek!"

These responses are the ‘reasons’ most often given for spending time creating content for websites and marketing materials.

In truth, creating valuable content will help you grow your business and improve your bottom line. Here are two key ways it accomplishes this:

1. It helps you build trust with your customers.
People don’t accept advertisements at face value. They choose brands based on how well those brands meet their needs.

When customers go online, they want to find answers to their questions. They want a brand to understand the problems they face, offer solutions, and explain why their products are the best at meeting those needs. When a prospect finds a company that answers their questions again and again while also providing them with a service that comes with good reviews, the decision to buy becomes a no-brainer.

Valuable content builds a reputation of authority and leadership in the minds of customers. They come to see you as someone who really knows your industry and feel confident knowing they can turn to you whenever they have questions. This increases loyalty and the potential for future sales.

2. It’s more likely to be shared, increasing your brand’s reach.

Customers today live on social media. Just about everyone has a Facebook or Twitter account. People use these profiles to share things that interest them and offer value they think others might appreciate. When you provide your customers with repeated value, you enhance the odds your material might be shared on these social sites. When content is shared, it automatically increases your reach, while also building credibility in the minds of all those who see the share. Customers tend to trust referrals more than standard advertising.

How to develop content that can work this way

The potential for quality content is incredible. Your task is to learn how to capitalize on it. Here are six steps to get you started:

  1. Research and identify the ‘ideal customers’ you want to reach.
  1. Learn as much as possible about these ideal customers.
  1. Determine the common questions and problems that face these customers.
  1. Develop content that addresses these questions and problems in an informative and helpful way.
  1. Share the content on blogs, social media, emails, newsletters, and other places to draw attention to it.
  1. Repeat the process regularly to stay current.

When you take the time to develop valuable content for your customers, you’re investing in helping your business grow. Take the time to create content your customers will appreciate, and watch the impact it can have on your brand.

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