Content is Good. Content is Wise. That is what you will hear from most marketing consultants, from a lot of SEO companies and many of your peers. Good content is great at two things:
Nurturing your Target Audience
Not everyone in your target audience will want to buy your services at exactly the point you want them to. They will have other priorities for both their time, and their cash, that gets in the way of them giving both to you.
Your content, and the sharing of, keeps your target audience up to date with what’s happening. It ensures they remember who you are and it show that you know what you are talking about. At some point in the future, you hope they will contact you so that you have a chance to win their business.
Search Engine Optimisation
Properly crafted content will help you improve your search engine optimization (SEO) performance, so that you appear further up the search engine results. Having Google, Yahoo and Bing like your content improves your chances of being found by people who are unaware of what you do and how you can help them.
Ensuring your content is a good read, and includes the keywords you want to be found under, will get them clicking through to your website.
Too much content
However, there are ways that content can be an issue and damaging to your marketing performance.
As a marketing consultant, it is my responsibility to ensure that your content doesn’t do this.
“Hold on a minute” I hear you say. “The world and their wife is telling us that content is great. Content will drive traffic and improve SEO results. Why are you telling me otherwise?”
Producing content for the sake of producing content will do X things:
- It will be poor quality, as you’ve probably rushed it in the race to get content out every X days.
- Your SEO requirements won’t be met and this will damage your SEO rankings
- It will put people off, as they are looking for quality from you, rather than quantity. None of us have time to read loads of content, just in case there’s a small nugget in there.
Giving Away the Crown Jewels
You are generating content to increase awareness within your target audience, as they find you through the search engines, social media or other marketing channels. Your content keeps them aware of how good you are at what you do, so they remember you when they’re ready to buy.
What you don’t want to do, is give them enough to do the work themselves or, even worse, give them information they can simply pass to their current provider so they improve.
Your content marketing is there to help people understand how you can help them; not give them enough to help themselves. Producing too much content runs the risk of doing just that.
I hope this helps.