It used to be enough for companies to have a static website. Now, visitors to your site want more: a blog, a whitepaper, an ebook, a new case study, a video, your latest newsletter. People will even want your business to be prevalent on social media platforms like Facebook or Instagram to see a more personal side to you. This is beneficial for you, too, due to social media platforms being able to reach a bigger audience and therefore attracting more clients. Creating new and organic content for social media can be difficult, and being recognized for it can be even harder, (though you can use services like Nitreo to boost your following and stimulate an organic growth on sites like Instagram) but it is well worth it once your business starts getting noticed. Content facilitates the establishment of a relationship – an interactive conversation and trading of ideas, opinions, knowledge, questions, and answers. It is another important step in establishing your brand.
A static website is your resume; the content is your personality.
Through content marketing, your website visitors and social media followers get more in-depth information about you and your business: what types of projects you handle, your knowledge and expertise – and most importantly, about your process or approach to projects. Visitors should get an idea if they could work with you; if you’re the person, or the business, “for the job.”
In addition, having fresh content on your site contributes to your company’s higher search engine ranking. You can use the content to promote your company on LinkedIn, Facebook, Twitter, Google + and various bookmarking sites. Re-purposing existing content further expands your reach.
Content allows you to build your email list through an opt-in sign-up on the blog page, thus further expanding your promotional options.
Your clients would probably find it annoying – and an oversell – to send them a link to your website every week.
But send them your latest blog – with valuable, engaging content — and they might just thank you.
Are you blogophobic? Martha Spelman has the cure. Martha is a Los Angeles-based small business marketing, branding and social media consultant. To find out more, click here.