Content Content and more Content
Content Content and more Content. Did I mention content yet as the key to marketing your business? Over the last several days I have read numerous marketing articles that are all focused on content. What is the big deal about content and why is everyone so focused on it? And, most importantly, what does it mean to me and my revenues?
The Internet has given us all access to so much information. We all know that can be overwhelming when we think about how much access we have to content. But, when we think about our businesses, we really need to think more like our propsects and clients. What is it that they care about? What is good information for them? How can you be a great resource to them and their business? And, if you are a good resource then you have a higher likelihood to become a vendor for them too.
So here is a very simplified way to look at content. Ready?
Content needs to be prospect/client focused. It can not be all about you, your business, your successes and still have importance to your prospects and clients. Honestly, they don’t really care all that much. They care about themselves and their business and they are looking for people that can help them improve their business and increase their revenues. Do you want to be that invaluable provider or do you want to be an obnoxious content provider of everything you!
I recently reviewed a prospects website prior to our meeting. The site was old, outdated and it had a lot of content. The owner of the company felt that the company had a good representation of who they were and was proud of the site. When I helped the owner see the website through her prospects eyes rather than her eyes, she quickly realized that the website was not a great marketing tool. It was much more of a personal brag sheet and chronological description of the evolution of her business. She was understandably proud of the company that she built from nothing to a $30 million+ business but does the consumer really want to know all that detailed information? Do they really care? Is that type of content just confusing your important messages?
When it comes down to a visitor experience what do you really want to accomplish? Its much more important for that visitor to become a tangible prospect or client before leaving your site rather than a thorough understanding of your company’s evolution. I always prefer a paying client (or prospective client) to a visitor that is impressed with my history.
Think about how you search online and realize that you are a consumer. People tend to search the same way. We want to find a product but in the same process we are looking for content to educate us and help us get comfortable with a purchase.
Want to learn more about how content can drive your sales? Give us a call and we can show you inexpensive ways you can use your blog to drive your revenues.
Brandon Lee
A seasoned entrepreneur who has built and sold 3 companies, Brandon knows that sweet success is wrapped entirely in leads and sales.
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