Smart Words by Sarah
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Elvis Presley, Michael Jackson, James Brown, and…Content Marketing?

Here’s why your small business should be blogging and producing other content—and how to make sure your content is effective.

Speaking of noise on the internet, everywhere you turn someone has an opinion about how you should market your business. But all across the web, internet marketers agree:

Like Elvis, Michael Jackson, and James Brown, content is king.

There’s never been a better time for content. Blog posts, guest posts, online articles, white papers, and e-books are a crucial piece of the marketing puzzle. Here’s why content is so important:

  1. Google is constantly getting smarter. Every time you turn around they’ve got a new update. But that’s not a problem for savvy businesses that truly deliver value in their content. That’s because Google is getting better and better at finding the good stuff–the articles and posts people want to read. It’s also getting better at filtering out the bad stuff.
  2. Consumers are changing the way they interact with brands. No longer are they content to sit in front of a TV and be yelled at by a cartoon. Today’s consumers (and especially today’s parents) make decisions based on value, trust, and the connection they feel to a brand. Good content can meet all of these demands.
  3. Content marketing gives you a high return on investment. Unlike ads, you don’t have to pay every time someone reads your content. Evergreen articles (those you can use forever) that engage your customers, demonstrate your authority, and make a connection with your audience will pay for themselves several times over.

Successful internet marketing revolves around content.

Just for fun, here are a few more reasons why content is like Elvis, Michael Jackson, and James Brown:

  1. Content often takes the spotlight, but it can’t be successful on its own. The kings of rock and roll, pop, and soul all had powerful support networks. Content gets its support from brand voice, sales copy, and offers.
  2. Content can be kind of a diva. It doesn’t give you a list of demands before every concert, but if you want it to do its job, you have to treat it right
  3. The really, really good content plays to its audience and gets incredibly popular.

It’s only part of the big picture, and it may change over time, but it will always be king.

So how do you write content worthy of the crown?

Ok. Here it is. (Cue the fanfare.) Here’s what you need to know to create blog posts and other content that will bring customers to your business.

  1. Know who you’re talking to. Are they parents who are currently using your service? Former customers? People you’ve talked to before but who haven’t signed up? What you write will depend on how aware the audience is of their problem and how aware they are of your solution. The tone you write in will depend on what your audience wants to hear.
  2. Write a curiosity-evoking headline. Curiosity is so powerful. Put up a headline that is relevant to the topic and makes your readers want to read on.
  3. Tell a story. Weaving a story into your content will help it stick with the reader. Now, a story isn’t always a must, but it can be quite powerful. Thinking about a basic story framework (complete with a main character, a setting, a problem, a solution, and a change in the main character) will help you craft interesting, compelling content.
  4. Above all, deliver value. Does your audience want inspiration? Tips and tricks related to your service? The solution to a specific problem? Entertainment? The more value you can deliver, the better.
  5. Understand that putting up a few blog posts won’t bring you a slew of new customers. Sure, you may get some organic search traffic (that’s people who come across your content by using a search engine), but for the most part, your content will go unread without additional support. Still, content is king because it’s so important to the overall picture.

Creating content is worth it if you’re marketing online. This is true even if you’re a local, brick-and-mortar business. It can be the difference between “I think I saw an ad for them once” and “Oh, yeah, that place! They really know their stuff!”

P.S. If you’re ready to create content worthy of the crown, I’m here to help. You can see my full service menu, including specials, and email me at energylinguistic@gmail.com to reserve my time. Not sure where to start? Schedule a free 30-minute Discovery Call. We’ll see if your business and mine are a good fit for working together, and you’ll come away with a list of recommendations you can start implementing right away.

About the Author Sarah Foster

I’m Sarah Jenne Foster. I’m a proud Texan (no, I don’t own a horse or a cowboy hat); an experienced teacher; the loving caregiver of two kids, two cats, and a frog; and a tireless advocate of the serial comma. I'm on a mission to use the power of words to help businesses that serve children and families.

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