“What I love about content is it has the power to change people’s lives for a second or for a day or forever. Great content creates space for people to pause and reflect, and that space is where transformation happens.” – Jolie Miller

In the digital age, content has become as readily available as ever. From a published article to an informative blog to a simple Instagram post, content has taken on many forms in the marketing mix. As brands, we are constantly trying to keep up with all types of content channels as our competitors race ahead with their own stories to tell. Unfortunately, with so much content out there, we may begin to wonder if it is really worth all of the time and resources that go into it. The answer is an astounding yes, and here’s why.

 

Thought Leadership

If your goal is to stand out from the competition, it is paramount that you capitalize on the wealth of knowledge that you can provide. What do you know the best? How can your experience in your specific field bring value to those around you? Answer those questions and you have an outline for all content you put out there. The reality is, no matter how special you are, being an expert is not something you can crown on your own. In order to become a thought leader in your space, you must constantly be proving yourself and providing value. Creating content is the perfect way to channel all of your strengths as a business, define your expertise, and begin to earn a meaningful following.

 

SEO

Once you start to define your leadership role in the marketplace, it is time to become more strategic about your online presence. SEO, or Search Engine Optimization, is a marketing discipline intended to build upon visibility in organic search engine results. Think about your own activity on the web. Chances are, you are using an engine such as Google or Bing to get where you need to go. Turns out, your Google search is much more complex than you might think. Those words you type into the search box are working for you, leading to the best results that match what it is you are looking for. On the other side, companies who do not conform to those needs will go unnoticed. The world of SEO is pretty complex, but companies who invest in Search Engine Optimization will go further in visibility and revenue. Content is a key function in the development of SEO. By using strategic keywords, your brand will not only optimize its relevance to an audience, it will optimize the online presence of your brand as well.

 

Web Traffic

Did you know, 93% of online activity begins with a search engine? If that tells you one thing, it’s that SEO is absolutely necessary for driving website traffic. Once a brand later becomes established, readers will naturally look for information that is useful and engaging to them. By creating compelling content, your brand just might stand out and inspire readers to visit your website for more.

 

Personal Connection

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

You may not be a world-famous author like Maya Angelou, but her words ring true for any business out there. Through content, your brand may build its own unique voice, although it becomes more personal than that. Offering engaging content builds trust and leaves consumers with a deeper feeling. How do you want your consumers to feel? Empowered? Entertained? Informed? That’s your story to tell. Now go out and write it.