How does a prospect learn about you or your business? They Google your name or your company name or they Google the type of product or service they are seeking.
Very rarely does anyone do busi
ness with a company or individual without looking them up on the Internet. (Research indicates that 90% of all purchase decisions begin on the Internet)
So what a prospect sees or doesn’t see on the Internet about you plays a critical role in deciding whether she will consider doing business with you.
Therefore an important part of your business plan should be to create engaging online content and optimizing it so it shows up on page one of Google.
It’s so easy to set up a Facebook fan page, Twitter profile, or LinkedIn page that most businesses think social media is simple.
But content is the differentiator and all content is not created equal. In fact much of the digital content we see is self-promoting, poorly conceived, or intermittent. Engaging content is not easy.
Who woke up this morning and said to themselves, I sure hope someone writes a social media post trying to sell me something?
Content must be interesting, compelling, and relevant. And if it’s not, then not only does it not help your business, but it’s avoided and resented.
You must determine what your audience wants and provide content that satisfies their needs.
This is not a job to be delegated to your teenage niece or to your assistant to be executed between other chores.
Whoever has the best content wins because that content will be housed on the Internet forever.
Engaging content is the ultimate information annuity—the gift that keeps on giving.
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