As a freelance content writer, I’m committed to my clients’ success. When I first threw myself into this field, I was incredibly enthusiastic. I didn’t anticipate any problems.
I mean really. Content’s all the rage. I’m an amazing writer. How could business owners not understand that they need me?
It didn’t take long for me to get knocked off that pedestal.
“Do I really need to be on social media?”
“People like photos, why should I have a blog…?”
At first this skepticism took me by surprise. I couldn’t help but feel a bit discouraged. (Who wants to spend their workdays pushing a boulder up a hill…?) But deep down I know some folks might not see the point of regularly creating content. If you’re on the fence about whether or not it’s important to your business, here are three things to consider.
1. Remember: You’re not like anyone else. Content isn’t merely a trend. It’s a useful tool. In various industries there are hundreds of thousands of companies. What can set you apart from the competition? Your output, aka your content.
The way you express yourself in your marketing materials will influences the way your potential clients view you. Through an effective content strategy, you can develop a relationship with them.
Say you’re a contractor, and someone out there wants to renovate their house. Who are they more likely to trust? John Doe — whom they and their friends have never heard of — or a professional who’s taken the time to reach out to the community at large?
Whether on your website or social media, every post that you share can be used to establish your voice as a unique force in your field. When you take the time to offer your audience helpful, interesting information, that’s bound to be more meaningful than a wall of silence.
And just how do you use content to show people that you care?
2. Tell your tales.
Plenty of companies do the bare minimum when it comes to advertising. They give their customers the cold shoulder until the day they come knocking. Meanwhile, when it comes to sales, storytelling matters. So why not make that story about you — your employees, your company’s values, etc.?
In the world of content, there are a few ways to go about this. You could look at “storytelling” in the literal sense: Why not share the history of some of your products or services?
You could also take a figurative approach to storytelling. Consider the voice you use throughout your branding. (Do you use a whimsical approach, or is your company formal?) Recognize that it has the power to tell a story. Wouldn’t you like yours to reflect quality and positivity?
3. Remember: Words still work.
It’s easy to get dazzled by the “media” in “social media”. On apps like Instagram, visuals are king. But they aren’t the entire kingdom.
In spite of the proliferation of images online, people still read. Writing is a critical part of content marketing. Consider the statistics.
Numbers don’t lie. Mediums like blogging still matter.
So long as there are words in this world, people will find a way to publish and consume them.
The question is, will your work be among the things that they read?
Ultimately, you went into business for a reason. The fruits of your labour allow you to contribute to this world’s pool of voices. Don’t let your song end with your product or service. Why not use content to secure your position as a leader in your field?