Content Creation is important… but why? The answer may not be what you think.

    A current hot topic in small business marketing is content creation, driven by Search Engine Optimization (SEO). The more new content found by search engines such as Google and Bing, the higher up the search rankings a site will travel.  Many marketing professionals will have you believe that your company needs to constantly add fresh content via numerous channels for SEO purposes. At the simplest level, this is true; however, what is often lost in this numbers driven approach is that the search engines do not buy your products or request your services, your customers do. Sheer volume is not enough to entice real people to act. The quality of your content is more important than the quantity.

    Your online presence drastically increases in relevance when the created content is valuable to your customers. Good content engages current clients as well as attracts potential new clients. If the content is interesting, entertaining, or exceptional, it’s shared, forwarded or re-tweeted via personal social media accounts. These shares become a personal endorsement and carry some weight.  When your content is valued and shared, not only does it trigger the search engines, supporting your SEO, but it generates a digital seal of approval. When followers share your content, they essentially act as your own social media team. Hooray! Free advertising! We should all strive for content that is engaging enough to be shared.

   The more times valuable content is shared, the more places those search engines will find your business online. Customer driven content both supports the SEO goal and does the marketing for you. So yes, frequent fresh content is important but, remember to create with your customers’ interests and benefits in mind. Entice them and allow them to share their excitement on your behalf.  Quantity will come with quality. On that note, share this blog! Pass the word so that all the small businesses know the key to content creation.