1. Content Builds Trust
You may be thinking about that algorithmic factor from MOZ or Majestic that measures your website’s back-link authority. Those measures are really trying to capture more than just the authority of your back-links. If you’ve been back-linking correctly, your measure of trust should be a good indicator as to how humans perceive your website. Developing quality content on a consistent basis, within your inbound marketing agency methodology, will build trust with humans in three ways:
Top of mind awareness – It is not about just creating new customers, it is the experience that causes your customers to share. When people like the experience, they refer it to others. This is why guest blogging is such a powerful tool. Guest blogging provides huge brand awareness opportunities. Yes, it is not just about the back-link.
People grow familiar with you – Healthy familiarity breeds trust. In real life, people who don’t know you tend to have a, “I don’t know you, so I don’t trust you” attitude. The same principles apply to the internet. If people begin to see your company’s brand everywhere, they will grow familiar with you as an expert in your field.
Enhanced communication opportunities – Developing a lot of good content increases the chance that you will be able to interact with leaders and influencers through blog comments and social media. Developing solid relationships with leaders and influencers is a stepping stone you can take to making your brand lead and influence others through 3rd party validation.
2. Content Forces You to Be an Expert
Most of the people I consult with about incorporating a massive content strategy are shocked when they hear how much content our company has to produce to get results. We have found that developing massive amounts of quality content gives our team the edge it needs to enhance our client’s search marketing campaigns. They are able to promote the account with fresh ideas and insights that will help the client have a greater impact in the eye of their consumer.
Even if you would consider yourself to be an incredibly dead (or boring) content category (i.e. grave stone company), this still applies to you. Forcing yourself to think outside the box in providing useful content to your listeners will give you an edge that your potential customers will notice. Here’s a great guide from MOZ about developing great content for boring categories
3. Content Forces You to Listen Better
Content will make you vulnerable. That’s okay! You need to get invaluable feedback from your listeners. This will help you tailor your brand to your customers’ needs.
While your competitors may be afraid of making people angry, you will be the “go to guy” who’s not afraid to answer problems and tackle frustrations. Why would business owners limit their online engagement out of fear that they will not be able to control their “branding?”
This is a huge handicap that must be overcome. Otherwise, a company will not be able to meet the needs of the growing digital consumer market.
Building a Content Strategy
Great content brings contentment (satisfaction) to humans through building trust, becoming a better expert, and forcing you to listen to the needs of your readers. So, how do you build a content strategy while running your business? We’ve found that a good content strategy will take you, your team, or your Search Marketing Company a minimum of 20 hours a week.
Here is a breakdown of two of the most common ways businesses should develop a content strategy:
– For the Do It Yourselfer
You Plan the Strategy and Write the Content – As a general rule, I rarely see this strategy being implemented as business owners have neither the time to study, nor the resources to commit 20 hours per week to developing content. Here is a more practical way to do things yourself:
Hire a consultant to write out a three month plan for your company
Hire a part time writer to implement the content strategy
Total costs: $3000 for 30 hours of professional consultation or $1200/month to a part time writer at $20/hour.
Here are some additional resources for developing your inbound strategy and content team:
– Full Service Solutions
Developing your content through a full service agency might seem more expensive than doing it yourself, but the added value of resources and execution often produces greater results to your bottom line. Here are a few reasons why:
Search Marketing companies already have the tools and training to execute a content marketing strategy quickly.
They can provide you with on-going training and consultation.
They provide on-staff editors, so you won’t have to find an editor yourself.
They can foresee potential pitfalls that will hinder your message from turning into conversions.
They will manage the overall campaign and team so you do not have to manage your own team.