Notes

8 Business Growth Goals You Can Conquer With Great Content
Content, content, content

Let's not pretend: creating great content on a regular basis can be quite a real drag.

After all, you didn't get into this business to become a writer any more than to become a salesperson, an accountant or perhaps a lawyer. However, in the same way you can't don't fill your sales pipeline or pay your bills or protect your company's assets, you can't ignore your articles.

Why is content so important? Because it's the fuel that propels your business growth engine. Whether you call it a blog, a magazine, a resource library or perhaps a newsletter, your content may be the one weapon in your arsenal that can help you conquer just about any challenge of growing a company in today's marketplace:

1. Increasing visibility and driving traffic

You can't win a person that can't find you. And much more often than not, today's customer is looking for you online, which is why it's critical to optimize your organic search ranking.

People tend to think about SEO as though it's some occult type of black magic. While the practice of SEO is certainly complex, the one thing you need to remember is that even though se's are driven by intricate algorithms, all of those metrics and calculations are founded in delivering high-quality, relevant results that'll be the most useful to real people.

Real people value good content. Subsequently, so do Google, Bing and Yahoo.

There is no more rock-solid SEO strategy than publishing great original content on a regular basis. As you develop valuable, (legitimately) keyword-rich content that becomes popular through page views and one way links, your level of perceived authority on that subject increase in the eyes of the various search engines, which in turn will increase your ranking in searches that pertain to your core offering. And the higher you climb in the rankings, the more potential prospects will be able to find you.

2. Attracting more targeted traffic

If all you want is to send your website visit stats through the roof, there are numerous attention-grabbing stunts you can pull to draw sheer numbers.

But numbers don't necessarily equate to dollars. For the business to grow, you have to consistently attract the types of people to your site whose needs and interests will be the most closely aligned with the products or services you should offer.

This is where your content steps up to the plate. Once you publish unique, insightful information that appeals to your tribe, you'll attract visitors that may become your fans, spread the word about you, bring their friends and, ultimately, become customers.

3. Building trust and converting customers

Bringing visitors to your site is just the first step. Your task isn't done until you convince them to entrust their hard-earned dollars to you.

The task of building trust with a prospect if you are standing before them is really a relatively straightforward proposition.

However, you don't always have the blissful luxury of a face-to-face encounter to generate a first impression. Instead, more often than not, you're relegated to building trust by way of a computer screen. And thanks to all the Internet con artists and shysters on the market, the responsibility of proof you must overcome to determine your trustworthiness is a large one.

So what options do you have? It is possible to always sing your personal praises in probably the most flattering and superlative fashion. Of course, it doesn't hold much sway in the lack of solid evidence to support your claims.

Don't just cross your fingers and hope your customers will buy into your sales pitch. Instead, let your content make the case for you.

Your content is the proving ground for your expertise. If you're a big phony and you don't know what you're discussing, it will become obvious pretty quickly. But if you have something of genuine value to provide, and you also give it away willingly upfront before you ask anyone to spend a dime, that is where real online trust-building begins.

4. Differentiating your company from your competitors

Your organization doesn't exist in vacuum pressure. There are many other people who do everything you do and sell what you sell. For your business to grow, you must be able to make a compelling case for why people can purchase from you as opposed to the other guys.

This is a challenge that goes back to the genesis of marketing, however in age Information, it's one which great content can go along way toward helping you overcome.

Make no mistake: your articles is not your sales page. But when you can provide truly useful information your customers can't find elsewhere, you're making an implicit case for some great benefits of doing business with you.

For example, suppose you're an over-all contractor, and you've created a comprehensive online resource library for homeowners that covers all things home improvement-related: the most recent renovation trends, how-tos for simple DIY projects, suggestions about upgrades that deliver the very best ROI, etc.

This is the type of information that your potential clients will truly value. And by demonstrating your authority, you'll prove that what you have to offer is much more than just a common commodity, that may even help you fend off lower-priced competitors. Your visitors won't care as much about saving several dollars should they feel more confident knowing their project is in the hands of a trustworthy expert.

5. Generating word-of-mouth marketing

You live in the world of your products and services. You take in, breathe and sleep your organization. Talking about everything you do is second nature for you. The same will not hold true for the customers. They don't go through life looking for opportunities to be your walking, talking billboard.

However, great content has the capacity to get people talking. Everyone loves information that gives them ways to save time and money, makes life easier or gets their creative ideas flowing.

And in the culture of the Web, we are all hard-wired to be like-button-pushers and retweeters. When you give your visitors nutrients that sparks their interest, they will be instinctively inclined to talk about it with others, and your name will travel far and wide right combined with the content you've created since it passes through their networks and their friends' networks, too.

6. Expanding your customer base

The interminable task of business growth is identifying resources of new potential prospects and finding ways to get before them. This quest is what's kept the purveyors of e-mail lists in business for many years.

But in today's Web marketing universe, you don't have to shell out thousands of dollars to gain contact with new customers. Communities exist everywhere around the Web, as well as your content can be your foot in the door.

All you have to accomplish is identify those whose tribes' interests align together with your products or services, and offer to provide content because of their websites. In trade for offering your valuable expertise, you'll have the chance to take the stage before a brand new audience of potential customers, who will become more receptive to what you must say because of the cache of trust conveyed for you by the established leader of that tribe.

If you're an event planner, for example, you can approach who owns a popular local blog geared to moms and offer to write articles on a timely topic of interest, such as for example "10 Trendy Summer PARTY Themes."

Without ever needing to create a direct pitch for the services, you'll suddenly have a new tribe of potential customers who know who you are, and if you've done an excellent job, will likely be inclined to click on through to your site to see how many other ideas and information you will need to offer. Regarding contact with your target demographic, your content-driven approach will deliver a greater ROI than traditional advertising ever could.

7. Building community and keeping customers engaged

You wouldn't hand a customer a brochure and expect them to awaken every day excited to read it over and over again.

The same is true for the website. You can't expect to build community around a vanilla site that's all about you and your product or service offering. Regardless of how beautifully crafted it may be, there's nothing to keep people returning. They'll get the basic information they want, and they'll move ahead.

Great content may be the key to transforming your company's website in to the hub of a thriving network. People don't desire to interact with brands; they want to interact with other people. Content puts a human face on your company and makes your brand approachable. Additional hints 's the common ground between your company as well as your customers.

And not only is your content the spark that ignites conversation, but it's also the fuel on the fire that keeps it going. Once you recognize and react to those who touch upon and share your posts, you make sure they are feel like they're part of something meaningful and give them added motivation to invite others to become listed on the party.

8. Driving innovation

One of the greatest fringe benefits of the task of researching and writing top-quality content is that it forces you to keep up with what's happening in your industry.

When you're attempting to build your business, it's easy to get tunnel vision. You obtain so deeply immersed in the day-to-day nuts and bolts you do not make time for the big-picture thinking that's necessary to reach another level.

Creating content requires you to be a perpetual student of what you do; to be constantly reading and exploring so that you will have fresh, exciting ideas to share with your readers.

This, in turn, makes you a sharper, well informed, more agile businessperson. Instead of doing things as they've been done, you'll be on top of the trends and prior to the curve, with an overabundance of inspiration for what things to try next.

What you put in is everything you get out

Just like other things, what you put into your content it is exactly what you'll receive out of it.

If you want your content to help you meet your organization growth goals, it must function as real deal. It must be meaningful. It has to be unique. It must be too valuable to ignore. It has to address real problems and issues that are relevant to your customers. It provides practical solutions and insightful tips that are so excellent they'll eagerly await the next post and gladly transfer your links to others.

Creating content of the caliber takes time. It takes hard work. Most importantly it takes discipline and commitment. If you don't make yourself buckle down and hammer out the nice stuff week after week and month after month, you'll quickly lose your audience to a person who will.

Alternatively, when you faithfully publish the type of content your visitors crave, the reward is a sales engine that's so powerful therefore robust, you'll put your organization in a competitive position anyone would envy.

Based in Charlotte, N.C., Fame Foundry is the trustcasting agency specializing in driving business growth through marketing, website design and development, traffic building, pr and social media marketing, creative design, media and software and information technology. The firm publishes The Fame Foundry Magazine at http://www.famefoundry.com and produces two podcasts - The Fame Foundry Podcast and The Fame Foundry Marketing Minute - all centered on helping owners and marketers overcome the challenges to do business in the current marketplace.
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