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. 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.