You may have breathed a huge sigh of relief once you'd created the core content for your website, blog, print marketing, and social media channels -- and rightly so. Without those pillars in place, you can't establish and build a visible brand. However, some business owners make the critical mistake of resting on their laurels after that initial effort -- and then they wonder why their marketing isn't making the right impact on their audience.
The inconvenient truth is that you can't just create a big marketing push and call it a day. If you want to keep up with the competition and generate more revenue for your business, you must pump out a steady stream of fresh, meaningful content. That means regular blogging, frequent social media updates, periodic print marketing and email touches, and ongoing tweaks to your website as needed to keep the information accurate and compelling. Consider the following three reasons to keep creating that marketing content.
Reason 1: To Reinforce Your Message
You make quite a stir when you put out that big announcement or unveil your new online presence -- or you might not. Even if your efforts capture eyeballs, how long can you expect that initial splash to spread ripples? Consider a real-world analogy: When you tell a child to do something, how likely are those instructions to land if you only issue them once? Well, busy adults can rival children for a short attention span and vulnerabilities to distractions. That's why messages need constant reinforcement. Regular blog articles, email messages, direct mail pieces, and other bits of marketing content repeat your message until it truly sinks in and your audience finally responds. You might worry that you're repeating yourself, but if your audience wasn't paying sufficient attention the first time around, it'll be new to them, right?
Reason 2: To Boost Your Search Rankings
While nobody can really predict where Google's capricious algorithm will go next, you can bank on the search engine rewarding what it perceives as authority and relevance. How do you establish those qualities online? You keep producing more and more high-quality content to build a critical mass of evidence to that effect. You want your online footprint to grow until the search engines see you as the 400-pound gorilla of your industry or profession, at which point you can expect to rise in the search rankings. At the same time, you'll be creating more informational resources that your target market can put to good use, reinforcing that message even as you make that message more easily visible.
Reason 3: To Help Manage Your Brand's Reputation
Here's an odd anecdote, but an illuminating one. I recently got a request to create a huge amount of content for a legal professional who was incensed over some negative publicity that had gone viral over the web. This negative publicity should've made little or no impact, but it stood out like a sore thumb because anytime anyone Googled this professional, that negative publicity would leap to the top of the search results. Why? Because the legal professional had no other online presence to compete against that one unhappy article. So the guy's marketing agency engaged me to write, not just a rebuttal article, but a whole mass of favorable content. We created a website for his practice, a professional bio website, a personal website, you name it -- all with the primary goal of diverting attention from the negative publicity. Content creation also helps with reputation management by rebutting complaints from dissatisfied customers, but only if you stay on top of those comments and respond to them promptly.
As you can see, you can never have too much of a good thing where marketing content creation is concerned. Of course, all that content takes time, skill, and effort to produce. But all you have to do is contact a professional freelance copywriter and offload that work while you continue working on other aspects of your business. So contact me today, and let's get started!
