You started a business to get paid to solve problems – and you do it well. However, you may have run into the challenge of having to continually find new clients to serve.
In the days of saturated markets where it’s a fight to get on the first page of Google, it is still possible to compete for premium clients and be the top-of-mind, go-to person organically – without paid traffic.
The solution: publish regular, high-quality content.
Also known as blogging, here are 5 reasons why creating regular content has power:
1. Helps With Higher Google Rankings
The reason why? Google loves blogs. On a regular basis, it crawls your site in search of updated content. The power of blogs comes into play when you consider how many pages are currently on your website. For most businesses, it’s normally not a lot. How often do you update those pages? Likely, not a lot.
Blogging is a way of solving this crawl problem. Not only does it tell Google your site is active and maintained, every blog post is another opportunity for you to rank on Google. Fresh posts create new, indexed pages on your website, complete with their own keywords and content. Research has shown that 75% of users don’t scroll beyond the first page of search results. The more you’re able to be featured for different keywords and content in your industry, the greater your potential of new leads.
2. Helps Attract Ideal Clients
Blogging gives you the capacity to reach millions – in the best way possible. By giving value for free, first. As the HuffPost well stated, you’re far more likely to click on a page titled “How to Promote Your Blog“ than a “Buy My Consulting Services” page.
Through a few blog posts, your audience can quickly go from being a cold lead on the internet to a warm lead who has consumed your content, knows what you do and is beginning to see you as the solution to their problem.
When a potential client stumbles upon your blog that answers their most pressing questions, you’re more likely to be trusted with taking the next step in solving their problems. Not only are you more trusted, they are also more informed. Potential clients who have read your material may have less general questions and objections and are more primed to convert..
3. Helps You Stay Top Of Mind
Only 1 percent of Internet users actively create new content, while the other 99 percent of participants simply view it.
As your industry is ever-evolving, who is educating your clients? Whether you’re in finance, technology, marketing or beauty, there are always new things emerging. Current topics are a considerate segway for you to connect and stay current with potential, current and previous clients.
For example, you may have invested in a new website a few years ago. The conventions of websites and user experience have changed. As a previous client, you may not be aware of these changes or that you run the risk of having an outdated website. By publishing content that addresses these changes, as their digital marketing agency it allows us not only to serve them and provide potential business opportunities, it also positions us as the go-to place to stay informed and relevant in this area.
What are some improvements, upgrades or now go-tos in your industry or service line that previous clients may not realise? How can you create content to address this and send on to them?
4. Helps You Articulate Your Services Even Better
Regular writing improves your ability to communicate. Through structuring your thoughts, processes and ideas in a way that is simple and clear to understand, you begin to formulate ways to easily explain what could be otherwise complex, to potential clients.
Rather than having to think on your feet when faced with a confused client in a sales conversion, you’ll be armed with a backlog of metaphors, stories, simpler explanations and statistics from creating your regular content.
5. Helps You Build Authority & Create Opportunities
A blog is to professionals in the 2000s what a business card was in the 1990s. Blogs are the new business cards.
Blogging allows you to be visible not just to potential clients, but to business opportunities and collaborations. “I’ve had people contact me to speak at conferences who found me through my blog. Blogging enables anyone with something interesting or valuable to say to be identified as an expert” says a HuffPost contributor on why he blogs. Through consistent content, you become an established authority in your industry, not just through the eyes of your clients, but also your peers.
Where To From Here?
If you recognise the importance of publishing regular, education content but have no idea where to begin (nor the time to work it out!), we can help. Consider us the sidekick to you, the expert.
Here at Space Digital, we specialise in working with you to formulate a content strategy that makes sense and serves your potential clients. We consider:
- your potential clients’ objections
- how you can educate your clients and lead to additional upsells in your pipeline
- how you can further position yourself as the expert in your industry
You walk away with absolute clarity on what to post and topic guidelines to explore. If you’re not confident in your writing, there’s the option to have your written draft of your expert knowledge edited and package into an informing and consumable blog post.
Don’t leave potential Google rankings on the floor and future clients going elsewhere. Get in touch with our marketing team today by booking your free consultation or call us on 1300 314 172 to explore how we can support you in putting our best online foot forward.