There are some small business owners who don't understand why they need a blog to promote their business. There are those who think that maintaining a blog is only for hipsters and people who have a lot of time on their hands.
We're now living in a digital world where content is the building block of getting customers to fall in love with your brand. Why? It really makes a lot of sense from a marketing standpoint. Not only you're educating them about how cool is your brand, but you're also leaving cookie crumbs for prospective customers and search engines to follow. When you have freshly-made content on a regular basis, you are setting an ideal environment for more user engagement as we all know that visitors are constantly looking for new content, resources, and information on a regular basis.
Quality vs Quantity
So before you get started, you need to understand what route you should take - quality or quantity. If you go with the former, it will take some time before consistently high-quality content can be produced as the writer will have to do a lot more research so that it will fit in with your brand message. This will work well for you if get an in-house writer or a service provider that will focus more on the type of content you need. Of course, you may have to pay more for that.
If you want to follow the latter then you will be churning out content in no time at all but you can't expect well-written posts with all the statistics, fancy infographics, and journalistic-style research. More importantly, it will cost a lot less when you outsource your work to freelance writers. In an ideal world, updating your content every day will drive search engines so that there will be more inbound links that will reel in more visitors to your website.
Finding the Perfect Balance
There's not an exact right way to do it as both have their own benefits and shortcomings. When it comes to finding the right balance between quality and quantity, it's all about keeping both search engines and visitors happy so they keep coming back for more.
There's no magic number but if you keep track of your content performance then you will find trends and patterns so you will know how often you need to update, when to update, and how you should update. Just find the optimal point on the right number of posts that suit well to your brand and the people that might follow it.
Content Done Right
If you regularly update your content and make it super engaging to a broad range of people then you have set your website for more traffic and increased lead generation. Here are interesting figures you should know:
- Creating content 3 to 5 times a month or once every week would double the traffic as compared to those who don't.
- Getting 15 or more content per month would mean 5x more traffic than those not active at all.
- Double your inbound sales leads by doubling your publishing frequency per month.
In order for your content strategy to be successful, it is important to set a realistic schedule and be consistent. Once a regular schedule has been set up, visitors will know when to expect your new content and material. It will also give you time to prepare new content ahead of time. That means you can make the necessary adjustments depending on the content KPIs.
Even if you have the most amazing content, you can't expect to be successful if you can't keep up with a consistent schedule. By the time you stopped your momentum, search engines will stop crawling and visitors and potential customers would end up forgetting that your website even exists.
Don't be too ambitious either because it would be near impossible to create content every day. Writers do get burned out trying to write fresh content all the time. Find the right balance.
If your website is updated regularly, search engines will give higher preference to yours. Make regular updates a priority so you can provide quality content so that you gain greater returns in the form of increased website traffic and sales conversions.
Small business owners have a lot of things on their plate and creating content is not one of them. That's why they need to outsource that kind of work to professional writers and other service providers so they can focus more on what matters the most - growing their business and managing the day-to-day operations.
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