I write content for my business all the time. It serves a purpose that many business owners do not realise. The words that you put together for your business connect with potential customers and change the way that you are viewed. Small businesses need to connect with their customers on a far subtler level than they have ever done before. The days of setting up your content where all it says is, “buy from me,” are long gone. Good riddance.
How to produce content for my business is all about making long term connections and building relationships. The good news is that this is easy to achieve.
Think about content for my business in terms of what is important to customers and not what is important to you. They want to know that you understand their space. They want to work with companies that they feel have the same values as they do. This might be best understood by way of an example –
A roofing company has a website that is filled with buying messages.
But customers don’t want to be sold to.
Replacing a roof is a painful expense and not one that most want to go through.
So, a blog on ‘5 ways to prolong the life of your roof’ might not appear to be in the best interests of a roofer.
But once they build a rapport and trust with potential buyers, they become the roofer of choice.
Giving away some advice for free, form a professional is the perfect content for my business.
The more you give away, the more you get back in return. That is the way that these things work. If your content shows you off as someone who has the best interest of their customers at heart, then you become trusted. If you let people know how to carry out simple parts of your work then you become an expert. Both of these are fantastic things to be seen as for any business – trusted and an expert.
Content for my business starts on the home page of a website, carries through the whole website and then to all social media activities too. But the best place for content that performs the function outlined above is the blog. A blog can push a website forward in terms of –
And your blog should be the first place you look when determining what content to write for the business. If people understand your business then they are far more likely to buy from you. The easiest way to get this message to a lot of people in a short space of time (and on a limited budget) is to use your blog. Here’s one of mine. Sure, it would probably more effective if you spoke to people face to face, but how much of your time would this take? The blog does a lot of this legwork for you all in one go.
Try blogging for your business today and see where it takes you. The first few blogs might not feel like much but after time they will develop into something that you will lean on to connect with the outside world. Drop me a line if you want to discuss the power of content in general and the blog in particular.