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8 Business Growth Goals IT IS POSSIBLE TO Conquer With Great Content
Content, content, content

Let's not pretend: creating great content frequently can be a real drag.

After all, you didn't get into this business to be a writer any more than to be a salesperson, an accountant or a lawyer. However, just as you can't neglect to fill your sales pipeline or pay your bills or protect your company's assets, you can't ignore your content.

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 which will help you conquer nearly every 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 wants you online, which explains why it's critical to optimize your organic search ranking.

People tend to think of SEO as if it's some occult form of black magic. As the practice of SEO is certainly complex, the one thing you must remember is that despite the fact that search engines are driven by intricate algorithms, all 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. Due to this fact, so do Google, Bing and Yahoo.

There's no more rock-solid SEO strategy than publishing great original content frequently. As you develop valuable, (legitimately) keyword-rich content that becomes popular through page views and inbound links, your degree of perceived authority on that subject will increase in the eyes of the various search engines, which will boost 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 prospects

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

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

This is where your content steps around the plate. When you publish unique, insightful information that attracts your tribe, you'll attract visitors that may become your fans, spread the term about you, bring their friends and, ultimately, turn into customers.

3. Building trust and converting customers

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

The task of creating trust with a prospect when you're standing before them is a relatively straightforward proposition.

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

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

read more cross your fingers and hope that your customers will buy into your sales pitch. Instead, let your articles make the case for you.

Your content is the proving ground for the expertise. If you're a large phony and you don't know what you're discussing, it'll 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 one to spend a dime, that's where real online trust-building begins.

4. Differentiating your company from your competitors

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

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

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

For example, suppose you're a general contractor, and you've created a thorough 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 best ROI, etc.

This is the kind of information that your potential clients will truly value. And by demonstrating your authority, you'll prove that what you have to offer is a lot more than only a common commodity, that will even help you fend off lower-priced competitors. Your customers won't care as much about saving several dollars should they feel well informed 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 eat, breathe and sleep your business. Talking about everything you do is second nature to you. The same will not hold true for your customers. They don't go through life looking for opportunities to be your walking, talking billboard.

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

And in the culture of the net, we are all hard-wired to be like-button-pushers and retweeters. So when you give your visitors good stuff that sparks their interest, they will be instinctively inclined to share it with others, as well as your name will travel far and wide right together 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 sources of new potential customers and finding methods for getting in front of them. This quest is what's kept the purveyors of mailing lists in business for decades.

But in today's Web marketing universe, you don't have to shell out thousands to gain contact with clients. Communities exist everywhere round the Web, and your content can be your foot in the door.

All you have to accomplish is identify those whose tribes' interests align with your products or services, and provide to provide content for their websites. In exchange for giving away your valuable expertise, you'll have the chance to take the stage in front of a fresh audience of potential customers, who will become more receptive to what you must say as a result of cache of trust conveyed for you by the established leader of this tribe.

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

Without ever needing to make a direct pitch for the services, you'll suddenly have a fresh tribe of potential prospects who know who you are, and when you've done an excellent job, will likely be inclined to click on through to your internet site to see how many other ideas and information you need to offer. In terms of 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 again and again.

The same holds true for your website. You can't be prepared to build community around a vanilla site that's all about you and your product or service offering. No matter how beautifully crafted it might be, there's nothing to help keep people returning. They'll obtain the basic information they need, and they'll move on.

Great content may be the key to transforming your company's website in to the hub of a thriving online community. People don't desire to interact with brands; they would like to interact with other people. Content puts a human face on your own company and makes your brand approachable. It is the common ground between your company and your customers.

And not only can be 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 comment on and share your posts, you make them feel like they're section of something meaningful and give them added motivation to invite others to join the party.

8. Driving innovation

The most effective fringe benefits of the duty 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 get so deeply immersed in the day-to-day nuts and bolts that you don't make time for the big-picture thinking that's required to reach the next level.

Creating content requires one to be considered 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, enables you to a sharper, well informed, more agile businessperson. Instead of doing things as they've always been done, you'll be along with the trends and ahead of the curve, with an overabundance of inspiration for what to try next.

What you devote is what you get out

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

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

Creating content of the caliber takes time. It requires hard work. Most importantly it requires discipline and commitment. Unless you make your self buckle down and hammer out the good stuff week on week and month after month, you'll quickly lose your audience to a person who will.

Alternatively, when you faithfully publish the sort of content your visitors crave, the reward is really a sales engine that's so powerful therefore robust, you'll put your company 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, public relations and social media marketing, creative design, media and software and it. 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 of doing business in today's marketplace.
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