When it comes to having a presence on the Internet, nothing is more important than content. Despite this importance, there still seems to be some confusion about:
- What content is
- Why content is important
- Why content quality matters
Today I’ll address these issues to help you know exactly what content is and isn’t, what makes up good, quality content, and, finally, why quality content is so important to your online marketing efforts.
Let’s get started with a definition of content.
In some sense, content can be anything you want it to be. Words, pictures, graphics and videos are all examples of content. Why are they content?
Well, if you are doing online marketing you are, by definition, online. This means you have to have some sort of presence on the Internet where people can find you and your goods or services. Of course, to have a place where people can find you, you need a website.
If people need you in the real world, they come to your home or place of business, but if people need you online, they go to your website.
You can’t very well have a blank website, and that is where content comes in.
Content is what you put on your website to get people interested in what you have to offer. If we, once again, think about your website as a brick and mortar building in the real world, the content on your website is the equivalent of product that you’d stock on your store shelves to attract customers.
Content, like product, attracts browsers and browsers equal potential sales.
The more people that you can get to browse your website, the more money you will make down the line.
It’s important to remember that there is no real difference between the virtual world and the physical world. The motivations that influence people online are identical to the motivations that influence people every day in the real world.
The online world is not an alien place where the laws of marketing and sales have no effect.
The same tactics and strategies that you would use in the real world to attract customers apply with equal force online. So, just as you would offer your customers the highest quality when it comes to product or services in the physical world, you need to do the same when marketing online.
Your content should reflect who you are and what you do.
The power of the right content on your website pages and in your blog, combined with the power of the Internet, helps to grow your audience through increased awareness, as your name, or the name of your business, becomes consistently associated with:
- A specific service
- A specific skillset
- A specific product
Picture your content as a unique billboard along the Information Highway.
If you are a virtual assistant who is trained and highly skilled in a particular software, such as Infusionsoft, for example, your content should reflect this.
You should consistently:
- Talk about the benefits of Infusionsoft with confidence
- Offer it as a service you provide your customers
- Actively participate as a reseller of the software
- Even provide training to other virtual assistants in the use of Infusionsoft
The more you do online, such as blogging about the things your customers are interested in, the more ‘billboards’ you’re erecting along the Information Highway. The more ‘billboards’, the more exposure and interest. The more interest, the more potential business you’re generating.
Images, words, videos, infographics…all of these (and more) play an important role in marketing online today.
The key is knowing which to use, and how to use them in combination, to most effectively impact your particular market – your specific audience.
We live (and work) in an age of “information overload”, which is why quality content matters so much when marketing online.
People have options. Lots of them. Make sure you are the one they choose.
If you want to get MORE out of your business, without doing MORE, then you must have the kind of content that quickly attracts, connects, and compels potential customers to choose YOU.
Whatever your content, be sure to make it count. You only have a few seconds to capture the attention of those who are searching on the Internet. You only have a few seconds to get them to come to your website, your online store, and convince them to take a look inside.
So, again I ask you, what are you doing online?
If your goal for being online includes making money:
- It must include good, solid content that grabs the attention of those looking for you and what you do
- It must provide clear directions for getting to you to easily begin benefitting from what it is you offer
- It must invite them inside for a closer look, and keep them wanting to come back for more
Share with me in the comments below what you’re doing to make content work for you online. I’d love to hear about it!