Being business also means that you are in a competition. The best tool to use in competing and bringing customers your way is content. This is because every business in the 21st century should be available on the internet and content is king there. You should not write empty words but write according to your customers’ needs.
Step 1: Think about your customer’s needs.
Before chasing content you have to think what sort of content your customers want and what needs they have. Obviously you want people coming to your business site that are interested in what you offer so think about what other things complimentary information they might be interested in. For example if you are running a website that sells tennis racquets then you should fill your site with quality articles on how to improve your tennis game.
If you can provide valuable free content then your traffic will increase but it’s important to make sure it’s the right kind of traffic. By providing content that attracts your target market you have the best chance of converting those prospects into customers.
Step 2: Locate the best articles based on customer needs.
Now that you have a good idea what sort of content your potential customers would be interested in you need to get out there and find the best articles to meet this need. Thankfully it’s Google’s job to do this so all you need to do is think like someone that would be searching for content in this area and pump it into Google. The search results at the top should be the best and most relevant content on the subject matter you are looking for. If it’s not then you might need to adjust your search terms until you find some good articles.
For you to come up with great content you need to decide that you will write great content. It is not easy to do but at the end of the day you do not want to waste time so do a good job. Do not copy paste, come up with something original or search engines will penalize you.
If you write original content, search engines will help your site get more exposure. For instance, Google has made it plain that they do not like and will penalize sites with duplicate content. Put another way, Google wants to reward high quality sites that contain original content. So not only does great content make a better website, it also improves your site’s rankings, which can have a very positive impact on your business.
1. Create Original Content
As mentioned, original content goes a long way with Google and your visitors. Copying other people’s content will result in a punishment from Google, which can crush your bottom line.
Remember when you used to find ezine articles in top Google rankings? You don’t see them anymore, and it’s no accident. They were one of the hardest hit by Google’s algorithm update, which aimed to prevent bad content from ranking highly.
Mahalo was a content farm that updated every day with new content, but it wasn’t original content. Google punished them for it, and that resulted in Mahalo needing to pivot their business.
2. Always Focus On Creating Strong Headlines
A good headline sparks interest and invites readers in. Consider these great statistics from Copyblogger:
80% of people will read your headlines.
But only 20% of those people will read the rest of your content!
And that is why the headline is as important as the article or post itself.
So where can you get great content if you are not able to write? Well you can go looking for good writers. You can find them in your office or recruit writers to do the work for you.
Look In-House First
There is nothing less motivational for your employees than for them to have a talent and see their management team look outside for someone with that talent. If you want someone who is enthusiastic about your business and can create great content, start by surveying your own company resources for writers who may want to take on a new role within your organization as a part of your corporate blogging or outreach team.
Recruit With Content in Mind
Have a new role in your company that needs to be fulfilled? While you probably have specific qualifications that the potential applicant must meet, you can always throw in those “would be nice” qualifications and let those include writing / blogging experience. It may help you narrow down of applicants if you start with someone who not only fits the role but could also help your business develop more quality content for your website. The applicants with writing experience will probably share some of their previously published content with you – you can use this to determine just how much they know about your industry.