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Why Content Is Your Website’s Best Secret Weapon

When you build your small business website, you’ll most likely use a content management system such as WordPress. In addition to managing page content, these systems usually have built-in blogging capabilities. Is this something you should do?

Your instincts may tell you no, but the answer is yes. I totally get why you may not want to blog: most people don’t want to write articles, the actual creation process takes time and effort, and on the surface, business owners probably wonder what value it actually provides.

However, the truth is that blog posts are extremely valuable. It may not directly convert into a purchase (though there are chances that it may) but it indirectly accelerates your marketing in many different ways.

Build Your Search Engine Footprint

Blog posts make you more visible on Google. At the very base level, it’s simple math: the more blog posts to index, the bigger your search engine footprint. Of course, you can control HOW your posts are indexed by strategically using keywords in a way that appeals to search engine spiders. In other words, you can make yourself visible on the web thanks to blog posts. So why is that so important?


You Are A Subject Matter Expert

You’re in business because you know what you’re doing, be it a financial advisor or healthcare professional or whatever your particular expertise may be. The biggest cultural shift since the rise of search engines is that the Internet is now the catch-all problem solver (sometimes, this is a bad thing but that’s another article). Think about how often you Google the answer to an everyday problem. Now consider all of the expert advice in your head, whether they directly relate to your product/service or not. By blogging about these topics, you show that you’re a trusted expert voice with a valuable website.

Convert Visitors Into Customers

Blog posts can do more than deliver helpful information and build trust with readers. They can also have smart and relevant calls to action, delivering incentive for readers to contact you as a follow up. This can be done by offering free downloads, free consultation, an email newsletter, or any other form of engagement that leads to direct contact with a potential customer.

In the above points, we’ve mapped out how blog posts can tap into a potentially limitless supply of readers and begin converting them into customers. The starting point, then, is the actual creation of blog posts. This can be done by having staff members contribute, contracting outside help, or a combination of both. Need some insight on building your content creation strategy? We’re here to help.


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