Too many business owners make the mistake of thinking content is just for the marketing department to worry about. They look at content as a means to an end-a necessary evil to rank higher in Google.
The truth is, in this day and age where Google rankings rule and can make or break you as a company, content just might be the most important aspect of your business. Here’s why:
1. Google isn’t just a numbers game
Google doesn’t favor websites based on the number of words on their site but rather by the quality of the content the site produces. Businesses that focus on generating content for the sake of generating content aren’t providing value for their customers. They aren’t figuring out what their clients (or potential clients) need help with and how they can help solve their problems.
Online readers are savvy. They know when a website is giving them real information and when a company is just trying to rank for a specific keyword query. They’ll bounce once they recognize your content is doing the latter.
2. Everybody looks you up online
Every potential client, customer, or partner looks your business up online before they decide whether or not to contact you. How your business presents itself can make or break you when it comes to getting new clients onboard. If your content is sloppy, poorly written, confusing, or just plain hard to find, people will go elsewhere.
3. Your content promotes your company’s voice
Voice and tone are perhaps the most important aspects writers consider when they generate a piece of content. But a lot of businesses don’t seem to have figured that out. Are you funny? Strict? Governmental? Polished? The voice and tone of your content should be consistent across all of your pages and posts. This is how potential clients decide whether or not they want to work with you.
Are you making content a priority in your business? If not, maybe it’s time to talk to someone who knows how to rank in Google while also providing meaningful content for your audience. We can come up with a content strategy that will boost your SERPs rankings and deliver the quality content your audience needs.