Without question, the most successful content involves thought leadership. Why? Web content, blogs, whitepapers, press releases and business proposals that go beyond the norm and delve into ideas that inspire others separates your business from competitors. When customers view your content as an authority in your field, your brand will improve along with your sales.
But (isn’t there always a but!) creating great thought leadership content is not easy. In fact, if you are trying to run your business, direct employees, or expand into new markets, it will be tough to find the time to create this style of content. Your competitors will likely face the same challenges. Hence, high-quality content presents a vast opportunity for improving marketing effort, brand building, and growth to those who are bold enough to embrace it.
The team at STRADA Capital works with hundreds of businesses, and we have noticed a growing trend in small and medium sized businesses who are improving sales margins via content marketing. Below are a few proven reasons why you should consider upgrading your content, whether digital or print.
Business Development Is Significantly Improved
Business growth and sustainability are not always about the strength of the service or product. Equally important is the way that the company is presented to its target market. To illustrate, if you were at a restaurant being served a gourmet meal, would you want the meal if it was served on the lid of a garbage can? Obviously, not! While your content may not be as bad as a trash can lid, it may be as dull as a Styrofoam plate. Captivating content can add to the experience of your service or product and breathe life into them.
Additionally, dry content corrupts your online marketing strategy. Web search engines (especially Google) are constantly improving how it ranks business content and websites. If your business provides a service and your website is not on the first page of a web search, approximately 91% of your potential customers are not visiting your website.
Controlling Markets Via Thought Leadership Content
Even if you are a small business, the better relate to your target market the better your sales effort will be. Thus, if you can be a part of conversations in your industry you can be relatively successful. However, what if you could start a conversation, lead it, and provide in-depth information that is beyond what your competitors supply? You will find your target market flocking to your business because your content goes beyond the cookie-cut “we provide professional blah-blah-blah that is the best in…”. With your content, you can prove that you know the business inside out, what your customer need, and how to help them.
How To Make It Happen
Building great content will not happen by accident or with little effort. Consequently, many businesses invest in their marketing by hiring a creative marketing agency. Many firms have a team of writers who plan, sculpt, and edit thought-provocative content which is based on live research from your industry. Some even charge from month to month, instead of demanding large annual contracts or a retainer.
Companies that lag in adopting content marketing are continually losing ground to their competitors. Don’t let that happen to your business! If you need financing to invest in a sound marketing program, contact us today. We have several options that can fit your situation.