Often when I am thinking about blogs / information to share I think about what I might want to know if I needed our services. What kind of narrative would go through my mind if I was a potential client?

My resistance would probably be that I am not ready to add content, and I may put it off until I perceived I, or indeed my site, was ready. I always feel that this is a common way of thinking and is ok but allows us to put things off that we know we need to do.

I thought I would explore this a little more in this blog and explain a few important points about adding content and whether you are ready or not.

If you speak to most good SEO’s (online marketers) they would probably agree that doing something rather than nothing is always a good plan, that is to say, in the sphere of online marketing it takes time to establish trust with the search engines (and indeed your potential clients) so the general advice is to do something to start to build reputation / rankings / following). It is good advice and, as we have established, even if you implement a small amount of optimisation, you can start to build rankings / reputation within the major search engines.

So, you may ask, am I saying the same for content? Well yes and no. Yes, if you add any content to a blog, it will get some traction and will achieve some reputation for your site; it may even be picked up by potential clients / interested parties and result in more interest in your services / products. However, if there is one thing, I have learnt over my 15 years as an online marketing professional is detail and effort pay off. Thinking about what you are broadcasting, how you are broadcasting it and who you are broadcasting too is so important when it comes to how effective your content / website is.

What do I mean by this? Well, there are many, many examples of websites out there that pick a subject and produce the same or similar content to try to attract customers and include important keywords to attract rankings, this is all fine, but this doesn’t set you aside from your competitors and it adds content that could be described as mediocre and therefore is a scatter gun approach that may yield results.

Am I saying being ready to add content to your site is the point when you have a good idea of who you are, what you want to say and who you want to read it? Yes, that’s exactly it! If you understand who you are as a business and what sets you aside, what you want to say to support your products and services, how to give your customers a great customer journey and where you fit in to their narrative, then you can start to see how content can go from mediocre to a very, very powerful sales tool. More importantly you are providing content that is useful, informative and supports your business growth.

would you go to a restaurant and say, ‘as long as its edible, bring me anything’?

Ok, let’s give it some context, would you hire a painter for your house and then just say ‘as long as it looks good, pick any colour’, would you go to a restaurant and say, ‘as long as its edible, bring me anything’ and so on… why would you hire a content writer and just say ‘write about this’? And yet this happens all the time.

So, what is there to do? Well – shameless plug coming – this is the reason iContent was established. We are not just a content writing company. We understand brand voice, identity and customer journey / sales process, we are in the best position to not only get you ‘content ready’ but to then offer an effective service that will help grow your business.

Published On: May 3rd, 2022 / Categories: Content Marketing /

About the Author: Joe James

Joe has been working in the world of online marketing for 15 years, he has a large amount of experience in SEO, social media, paid search and content marketing.