When I was a kid, we used to buy the newspaper and read it like a book. Nowadays, you can get just about anything from your smartphone or tablet and not even leave the house. This has created an interesting dilemma for marketers. How do you make sure that people are still interested in what you’re offering when they can go out of their way to find what they want? It’s a challenge, but one that many companies have been facing lately.
The solution is simple if you think about it. You should always be creating new content. If you don’t, then no matter how awesome your product is or how much money you’ve spent advertising, you’ll eventually lose your audience. If your competitors are doing this, too, then there’s a good chance that you will lose them as well. They might start getting more attention than you, which means they could end up stealing away some of your customers.
So, just how important is content creation? Let’s break down three reasons why it’s so important.
One of the most obvious benefits of having great content is that it creates loyalty. People will become passionate fans of your brand because you provide them with something interesting and useful. That’s the reason you started a blog (or another type of website) in the first place, right? To create an online presence where you can share your expertise with others.
If you give people something valuable, they’ll keep coming back for more. Think about the last time you visited someone’s social media page. Did you check out their latest post or tweet? Did you feel compelled to comment on their status update? Chances are you did, because you were excited by what they had to say.
This is exactly why you need to keep posting relevant content. Even if you’re running a blog that you plan on keeping around for years to come, you still need to post regularly. The world changes all the time, and so does your industry. If you don’t stay current with those trends, you’ll quickly fall into obscurity.
People who are truly passionate about their interests will seek out other experts. Some will learn everything they know from reading books; others will watch videos; while others will use apps to help them learn more. Whatever method works best for you is fine. All you need to ensure is that you’re giving them new information on a regular basis.
A lot of people see authority as a way to build trust. And yes, it can work like that. But there’s a difference between authority and credibility, and you’ll only gain the latter through great content.
Think of it like buying a car. A car is a big investment that you’re going to depend on. If there is a problem with the engine, you may decide to wait until a mechanic fixes it before driving the vehicle. Or maybe you choose to take it to the dealer. In either case, you probably wouldn’t try to fix it yourself unless you’ve done it before.
That’s basically what you are trying to do with your content. You want to establish yourself as an expert on a topic, and you want to prove that you know enough about it to answer questions that others may have.
As a marketer, you can’t afford to let anyone else fill the void left by your lack of knowledge. When someone asks you a question about something you don’t know, you need to be able to provide an answer, and fast. Otherwise, you risk losing your customer base. Not only that, but you also run the risk of damaging your reputation among other consumers.
You need to show everyone that you know what you’re talking about, and that you’re willing to share your expertise. If you’re just saying things because you want to sound smart, then you’re not being authentic at all. Instead, you should be sharing valuable advice that people can benefit from. This kind of attitude builds credibility in the eyes of readers and viewers.
The final reason why you need to be creating new content on a regular basis is because it gives you traffic. If you don’t already have a large following, then it’s unlikely that you’ll attract any new visitors.
Just imagine how frustrating it would be if you tried to reach for your phone after hours of searching for something to watch, only to realize that the only thing available is something you saw a year ago. There’s nothing worse than watching something that you already know and love just because you didn’t have anything better to do.
This happens all the time when you’re looking for new movies or TV shows to stream. It’s easy to get caught up in the excitement of discovering something new, but it’s ultimately a waste of time. You need to stick to quality over quantity whenever possible. Sure, you can browse Netflix until your eyeballs bleed, but that won’t help you grow a loyal fan base.
Instead, pick a few websites each day and spend a little time writing helpful articles for your target audience. This will allow you to connect with new people and give them the opportunity to discover you. You’ll slowly start building a following, and once you have one, you’ll be able to promote your business more effectively.
So, now that you understand why content creation is so important, what are you going to do about it?
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