3 Excuses Businesses Use to Avoid Content

by | Sep 2, 2016 | Content Marketing | 0 comments

3 Excuses Businesses Use to Avoid Content

by | Sep 2, 2016 | Content Marketing | 0 comments

For nearly two decades, “Content is King” has been the reigning mantra for SEO agencies, but there are still companies that choose to ignore this crucial piece of insight from Bill Gates. With so many websites featuring second-rate or plagiarized copy, it is easy to understand why some businesses might choose to avoid content altogether. However, the old adage still stands as long as you stay focused on high-quality content for your site.

Imagine that you are looking for a reputable plumber in your area, and you find four potential sites for information. Three of the sites have the same boring details regarding local services and pricing. The fourth site provides an in-depth description of each service in addition to informative blog posts and testimonials. As a consumer, which plumber would you be more likely to hire, or at least call for an estimate?

Another reason companies struggle with content is because they do not believe it is worth the creative effort or expense. To dispel this theory, we have identified three of the most common excuses used by business owners to sidestep the need for content marketing.

1. This Doesn’t Benefit My Business

The first defense launched by some companies is that blogging and local content do not benefit them.  Yet a recent study by the Content Marketing Institute reveals that 77 percent of B2C marketers in North America plan to invest more resources in content creation in the next year. If there are no obvious advantages associated with this strategy, why would so many people jump on the blogging bandwagon? The answer is simple – conversational content does drive traffic to your site and attract new customers. The key is to make the information valuable to your audience.

What we mean by valuable is content that people want to take in. If you tend to focus on trending or decaying topics, visitors will eventually decrease as the subject loses appeal. To support this evidence, HubSpot published a report that shows how posts generate traffic over time. The results demonstrate that compounding posts with evergreen topics increase blog visits by 38 percent.  Each visit helps to establish your authority, especially if you develop effective titles that will remain popular in the search engines.

Words in Titles

2. I Don’t Have the Resources to Invest in Relevant Content

For example, many clients have a page that lists the services offered by the company. While this may seem like a logical approach, it is actually better to expand your site with individual pages for each service. This allows you to select a theme and incorporate relevant keywords on the page. Furthermore, you can highlight additional details regarding policies and pricing. Ultimately, your service pages will rank higher, and you won’t have to worry about budgeting for fresh content. Whether you are being charged per page or per hour, budget is also an understandable factor when implementing a successful content marketing strategy. You must be prepared to pay for keyword rich content that will speak to your target audience. If you are hesitant to commit to regular blogging, you can still optimize specific pages and draw more visitors to your site.

Another affordable way to embrace content is to eliminate the traditional FAQ format found on older sites. The idea is similar to remodeling your service page to maximize search rankings and readability. When too many ideas appear on one page, the audience quickly loses interest and moves on to a different site. Instead, link the topics on your FAQ page to separate blog posts that thoroughly address the concerns of your audience.

A roofing company, for instance, could create an article discussing the signs of roof damage. The article would then be linked to the inquiry, “How do I know when my roof needs to be repaired?” By utilizing this basic template, you can draw attention to the specific needs of your audience.  Readers are more inclined to make a purchase from your site if they can get all the facts beforehand. Again, this type of expansion relies on quality content but does not require constant blogging.

3. People Will Think My Content Is Boring

The final argument used by many companies is that they do not have anything worth writing about, but a study conducted by PwC shows that 88 percent of online shoppers in the US research a product before buying it. Your job is to anticipate the needs of your target audience and give them all the facts. People want to know exactly what they are paying for when they invest in a product or service.

But providing information about the services is only one way to attract visitors to your site. Here’s where you need to consider the type of content that you are putting on the page. For those who are willing to take a different approach to content marketing, here are three ways to encourage profitable customer interaction through blogging and community affairs.

Local content

Local content is typically defined as news, video or blog posts that revolve around community events and issues. It is no secret that small businesses play an integral role in the economy, but how do you build these connections and make them work in your favor? One way to accomplish this goal is to host neighborhood events. If you can’t afford to host an activity of your own, you can help promote an annual fundraiser or other local festivities. This shows customers that you are willing to connect with people on a more personal level.

Local content can also be a great vehicle for geographically based blogging, such as neighborhood guides and related industries. The easiest way to demonstrate this technique is with a basic website for a local hotel. When visitors stay at the hotel, it is reasonable to assume that they will need food and entertainment. Blogging about local activities and restaurants gives you an endless variety of topics to choose from, and you can include information about surrounding cities as well. If you’re company eventually expands, you can develop content for new locations too.

User Generated Content

Another way to reinforce the use of quality copy on your site is to take advantage of user generated content. This includes reviews, testimonials and feedback that comes directly from consumers. In 2014, BrightLocal published a study that analyzed the effects of consumer reviews on purchase decisions. The numbers showed that 88 percent of people turn to online reviews as a reliable source of information, while 72 percent feel more confident about choosing a business after reading a positive review. Provide multiple opportunities for your clients to leave feedback that will add to your credibility. You can even ask happy customers to write a testimonial or participate in a future case study.

Online Reviews

Numbered Lists

If you are looking for a format that will make blogging a breeze, try creating more posts that function as numbered lists. In fact, a survey from Conductor found that 36 percent of all people prefer to read content that has a number in the title. The reasoning behind this relates to the human desire for structure and numbered lists satisfy that need by telling the reader how much time to allow for viewing. Just remember to stick to one theme and use strategically placed keywords to increase the value of the content.

Although many businesses are now leaning toward custom content, the concept has been gaining steam for years. As people continue to notice the advantages of blogging, more companies are expected to welcome this transformation as a means of development and growth. In the end, even a simple approach to keywords and local content can make a noticeable impact on your site.

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