We all want our businesses to have a clean, shiny reputation. We work hard to keep sure our customers are happy, and we do everything we can to put things right when they go wrong.
As a small business owner, you may be wondering how you can improve your reputation and increase trust and credibility. On top of offering a great service to your customers, you should consider the benefits of content marketing and launch a blog on your website. Here’s why.
#1 Reinforces your knowledge and expertise
If you want to rock the pants off of potential customers and show them how knowledgeable and experienced you are, then content marketing is the way to go.
Publishing high-quality content around your products and services can help to demonstrate your knowledge and expertise to both existing and potential customers. Plus, having to research for your latest blog will keep you on your toes and help you learn new things about your industry.
What’s more, rather an answering questions from potential customers via email, you can push them to your blog, where they’ll find a valuable knowledge bank with everything they’ll need.
We all want our businesses to be competitive and authoritative. Content marketing can help in that respect, too. If people see your business name when they ask a question about your niche, they’ll see you as an expert in your industry and will be more likely to buy from you.
Guest blogging can also play a role. If your content is published on big blogs like Forbes and Inc, customers will naturally flock to your website because they’ll know you’re an expert.
#3 Encourages repeat visits and reduces bounce rate
The more you write for your website, the more opportunities you’ll create for people to come back to your website. And the more times people come back to your website, the more likely they’ll be to buy something from you – or at least recommend your products to their friends.
High-quality, powerful content will keep people coming back to your website, and when they’re reading your content, they’ll stick around for longer. This will reduce your bounce rate, which is important for increasing conversions and showing Google that your website is valuable.
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#4 Allows you to increase your SEO
Search engine optimisation is essential in today’s competitive digital age, and content marketing is the key to SEO. By writing content around topics that people are searching for, you’ll have the chance of ranking and appearing on the first page of Google. And then, every time someone searches for products or services that you offer, they’ll click through to your website.
This free, organic traffic not only increases your reputation, but it helps you to sell more stuff, too. And the more free traffic you receive, the less dependent you can be on other methods of marketing, like paying for space in the local newspaper or using Google AdWords.
Take a look at your company’s social pages. When was the last time you shared a link back to your own website? In a rush to keep your social media schedule up to date, you’ll probably be tweeting out to all sorts of other websites and news outlets – including potential competitors.
By creating a bank of your own content, you can share your own material on social media and increase your free, referral traffic. It doesn’t make sense to send your followers elsewhere!
Increasing brand reputation will take more than content marketing alone, but keeping your blog up-to-date is a great start. Remember that the more consistent you are with content, the better your reputation will be – nobody wants to read a stale blog that hasn’t been updated in months.
About the Author: Max Greene is the Managing Director of Muffin Marketing, a marketing agency specializing in content marketing, social media marketing, and search engine optimization.