by Mark O’Brien
The act of writing on a regular basis is the only thing standing between your site being what it is today and being a reliable source of new business for your firm. Because writing is so hard for almost every agency, those who do commit to a long-term content strategy separate themselves from the pack.
You understand that you have to market your firm, you understand that your website is your best opportunity to do that and the best way to make your site the strongest marketing resource possible is through its content strategy. Here are four reasons to start writing for your content strategy today.
1. Make your site work for you
This one is clear. You can have a brochure, or you can have a modern marketing website that is a lead-generation machine. The difference between the two is a well-executed content strategy.
2. When it comes to SEO, age matters
Say you start your content strategy today, and say that in maybe six months your competitor realizes that you trounce him on all the search phrases for which the two of you have always competed. Maybe, at that point, he is smart enough to realize that you are winning because of your content strategy, so he starts one, too. Google knows that you have been adding two thousand words per month to your site for six months longer than he has. You literally have a six month, twelve thousand word advantage on this competitor. All other things being equal, you will still beat him for like phrases.
3. Get smart through content strategy
The objective of your content strategy is to make your site into an educational resource for your prospects, but you are the person who stands to learn the most from it.
Humans learn by communicating. You may know everything there is to know about a particular topic, but you cannot fully master it until you learn how to teach that knowledge to somebody else. The act of figuring out how to effectively explain your expertise to someone else increases your mastery of the material significantly. The blog post you write in the morning will enable you to present that topic more eloquently during your new business conversation that afternoon. It may surprise you to see how your involvement in your firm’s content strategy sharpens your communication and sales skills.
4. Diversify your content
Different prospects will want to consume your content in different ways. Some people would rather watch a thirty minute webinar over lunch than spend ten minutes reading a newsletter over coffee in the morning. Others would rather spend three minutes a day over the course of five days reading the same material in a series of blog posts through their RSS reader. The point is, just because you wrote a newsletter on a certain topic should not preclude you from covering that topic on other content strategy platforms—quite the opposite.
Mark O’Brien is the president of Newfangled, a web development company that has been helping marketing firms plan and build websites for their clients since 1995. Mark speaks regularly at marketing events, and his first book, A Website That Works: How Marketing Agencies Can Create Business Generating Websites, was published by RockBench Publishing in June.
Illustration courtesy of Craig Winzer
1. Start a Blog
When you write great ideas down, you’re forced to master the content. Starting a blog for your site will not only generate content that users want to read, but also help you communicate those same ideas in face-to-face meetings with clients.
1. For more information like this, pick up a copy of Mark’s new book, “A Website That Works: How Marketing Agencies Can Create Business Generating Websites”.
2. Watch him for more web design tips on Design TV.