By Tracie Rollins, Keap, Content Strategy Manager
Every business that ends up being a success usually does so by finding a way to set themselves apart from the competition. This has become even more important in the age of e-commerce, where the number of businesses in direct competition with you is always on the rise. In order to be successful, your business needs to have a strong online presence and a high ranking in the search engines, which is where the majority of consumers go to find what they need.
One of the most effective ways to get noticed is by implementing a content marketing strategy because it has the dual benefit of striking the right notes with the consumer and the search engines. Delivering fresh, quality content that provides a perfect balance of information and entertainment. It’s a great way to brand your business and show yourself as being an expert in your chosen niche. This helps build trust with the customer, who will then believe that your company is the one they should be doing business with.
Content is king for a variety of reasons, but let’s begin with the impact that it has on your search engine ranking. If your business is not able to land on the first page of results when a relevant search is performed, you are in trouble. Search engines like Google, Bing, and Yahoo use algorithms to decide which sites will be most relevant to the search term being entered. There are a number of factors that they look at, with regular, fresh content very high on the list of things that the search engines just love to see.
Once the customer arrives at your website and loves the content that they see, there is a good chance that they will want to share that content via social media sites like Facebook and Twitter. The number of likes and shares also has an impact on your search engine ranking. More importantly, though, a piece of content that you create now has the possibility to go viral and land in front of millions of potential customers in a relatively short period of time. For example, if you create a video that shows off a product you sell in an entertaining way, it could well become an online sensation that results in massive business for you.
What’s incredibly important to remember, though, is that any content you create for your business needs to tell a story, be original and always relevant. We spoke earlier about the algorithms used by search engines to find great content. Those are constantly being changed to ensure that only the best, most relevant content out there is rewarded with a high search engine ranking. Great content does not have to be expensive to create, yet it can deliver an incredible amount of bang for your buck. If you are not yet using content marketing to show off your business, you may already be a step or two behind your competitors who are using it.
About the Author
Tracie Rollins has focused her professional efforts on bridging the gap between knowledge and performance. She applies over 18 years of experience to marketing strategy, research, and development of content that educates, influences and improves the lives of others. She believes that education provides knowledge, knowledge drives actions, and actions change the world. As the Content Strategy Manager at Infusionsoft, Tracie Rollins helps small businesses succeed by developing e-learning and authoring content for small business consumption and application. As an entrepreneur, Tracie has appeared on KTVK’s Good Morning Arizona show, and has been featured in the Institute for Industrial Engineering magazine, Woman’s World, Arizona Republic and multiple local publications. She and her husband, Lonny help small business stand out amongst the competition with The Rollins Advantage, LLC.