This is a guest post by Andrew James from Brand Builders. He’s been in the Internet Marketing industry for 8 years – that means he’s seen all the Google Algorithm updates and weathered the storms. He’s persisted over the years and learned to apply the lessons learned to his future projects.
Andrew is covering why it’s so important to create content which is great because I’ve been talking all about it for the last month in my case study updates. Content is the reason why I was able to 10x the value of one of my Amazon sites.
Here is Andrew…
I’m going to shed some light on why content is so important for your business.
A huge amount of marketers have problems developing content for their websites, especially on a regular basis. This is a huge problem, and actually limits their businesses more than they may realize.
If you’re one of the marketers or business owners that have adopted the minimal content mindset, and do the least amount of work possible to get by, I’m going to shed some light on why content is so important for your business, and how working on a regular content creation schedule can do more for you than you’ve probably thought about before.
While there are endless reasons to be creating content for your website on a regular basis, I’m going to touch base on seven of the most important reasons, and why you need to wrap your head around either doing it yourself, or finding a high quality freelance writer or writing agency that can help you get it done.
Hopefully, by the end, you’re going to realize how important it is. Then, I’ll give you a few tips on how you can easily drum up new content ideas so you never run out and can turn out new content on a weekly, or even a daily basis.
Reason #1 – Easier to become the authority.
Some of the largest, most profitable websites are built solely around how many blog posts and articles they can publish each day.
If there’s one thing that having content on your website does for you, it helps you position yourself as the authority, which directly translates into dollars in your bank account — as long as you’re asking for the sale.
When you think of some of the most authoritative websites in the industry, chances are that they got there by creating more content and promoting it around the internet. They positioned themselves as the authority and their content allowed their readers to view them as an industry leader.
Sure, you can get away with building a business around a 5 page website, but it’s going to take a massive marketing budget. When you build your business around content, and creating more of it, the business tends to grow it’s own legs at some point in time.
Some of the largest, most profitable websites are built solely around how many blog posts and articles they can publish each day. Their content creation teams are large, and their promotion and marketing teams spend just as much time promoting it. And those companies generate millions of dollars every month in advertising revenues
Reason #2 – Bring back old readers.
When you have more content on your website, you’re going to have more opportunities to bring back visitors that have already seen your brand and remember you.
When a visitor lands on your website, chances are that they aren’t going to buy from you. On average, it takes them seeing you and hearing from you between 5 and 12 different occasions, or “touches”.
Every piece of content that your visitor readers, every time you contact them, every time they see your advertisements, or a link to your website that they follow, you’re “touching” them.
When you think about it taking 5 to 12 different touches before you can actually make money from the visitor, in most scenarios, it only makes sense for you to continue creating new content and giving yourself more chances to connect with the visitor and plant your brand in their head.
When you have more content on your website, you’re going to have more opportunities to bring back visitors that have already seen your brand and remember you.
Continually creating new content also allows you more opportunities to reach new audiences with your promotion and marketing strategies, helping you to create that first touch.
Reason #3 – Essential for SEO freshness.
The more content you have, the more chances you have to rank in the top of the search results.
There is one thing that the major search engines use when figuring out where you rank in the search results: your content. Having more content on your website gives you more opportunities to rank higher, and pull in more search engine traffic.
That’s the short of it.
Having more content on your website does a few different things for you, though, when it comes to drawing in more search traffic.
First, it allows you more opportunities to promote your website and get those coveted backlinks that are the search engine’s primary ranking factor in 2017.
Second, it allows you more opportunities to link between pieces of content on your site, keeping the search engine visitors you do bring in on your website longer, while also passing the “juice” through different posts on your site.
Juice, if you’re unfamiliar with the term, refers to the amount of strength that you have, in the eyes of the search engines. In general, the more links you have pointing to your site, the more juice you have.
When you link to new pieces of content from other websites, you are increasing your juice. Likewise when you link between existing pieces of content on your own website — you’re passing your strength between posts, helping each of them rank higher.
The only way to rank in the search engines is to have content on your website first. The more content you have, the more chances you have to rank in the top of the search results.
Reason #4 – Stay ahead of industry leaders.
By creating content that’s more in-depth, answers more questions…you’re always going to win out.
When you know that your leading competitors are producing content on a regular basis, you’re going to have to keep up with them, or get left behind. There are two main ways to compete with them: either create just as much content, or create better content.
Now, you may not have the same marketing and content creation budget that they have available, especially if they have been in the industry for years longer than you have. That means it’s going to be hard for you to compete with producing as many pieces of content as they, on a daily basis.
Thankfully, though, when websites and businesses are producing that much content on a daily basis, they’re not able to keep the same quality as someone who isn’t producing content nearly as often. That’s where you can compete.
By creating content that’s more in-depth, answers more questions, provides more solutions, and entertains your readers better than the leader that is producing more shallow style content, you’re always going to win out.
That type of content is expensive and time-intensive to create, which means that most large companies aren’t going to focus on it. However, it has a much higher long-term ROI than creating dozens of new pieces of content every day, if they’re not at the same level of quality.
Reason #5 – More opportunities for promotion.
If you’re writing strictly about your specific niche all of the time, you’re going to have a hard time finding new places to promote it, which causes your traffic to begin to plateau.
I’ve already touched on this when I mentioned that creating new content gives you more opportunities to rank higher in the search engines. It also gives you more opportunities to put your content in front of different audiences.
By creating new content that is tailored to people that may not be in your specific audience, you can branch out to different types of websites and get your content in front of people that may not have heard about you before, or may not hear about you because you aren’t in the websites they visit all of the time.
For instance, let’s say you run a yoga based website. You can create generalized health based articles and reach out to more general health sites to tap into their existing audience. Likewise, you can create content for bodybuilders, and promote the content to the audiences on bodybuilding websites.
If you’re writing strictly about yoga all of the time, you’re going to have a hard time finding new places to promote it, which causes your traffic to begin to plateau.
Reason #6 – More chances to rank for keywords.
Google estimates that, on average, more than 60% of the searches performed on their platform are brand new keywords that they’ve never seen before.
When you’re doing keyword research, either for paying for advertising on the search engines, or attempting to rank higher in the search results, very few keyword tools are going to be able to tell you all of the different keywords that people use to find the types of content you’re creating.
Google estimates that, on average, more than 60% of the searches performed on their platform are brand new keywords that they’ve never seen before. That means they can’t possibly tell you about them when you’re performing keyword research.
However, when you’re creating new content all of the time, your Analytics are going to reveal keywords that most keyword tools can’t produce, and that you probably wouldn’t think of on your own.
It’s times like those that you will appreciate all of the content you’ve created, especially when you’re receiving a massive influx of traffic from a keyword that you never thought of before writing the piece.
These types of keywords are also fairly low competition, because most people doing SEO keyword research are using the same tools, that deliver the same keywords, that they then create content around. They’re all fighting for the same piece of the pie.
Reason #7 – More chances to make money.
Chances are high that it’s the website that has more content, that allows the visitors to move freely between blog posts, learning more about the company and solving the problems that they’re having…
At the end of the day, more content gives you more chances to make money. Whether it be through bringing more visitors into your website, or putting more links in front of them that lead to products you’re promoting or sales pages that contain shopping carts for your products.
If you run a basic 5-page website, you can set it up so that people that land on it are able to buy, but knowing that it takes you “touching” them between 5 and 12 times, most of those people are going to skip off of your website. If you don’t have remarketing strategies in place to bring them back, you may never see that visitor again.
Take, for example, a 20-page website that has a couple sales page, with the remainder being filled up with in-depth blog posts that solve your visitor’s problems. Which website do you think is going to perform better?
Chances are high that it’s the website that has more content, that allows the visitors to move freely between blog posts, learning more about the company and solving the problems that they’re having — usually with a paid solution that the website is offering alongside the content.
Before you can start turning out content on a regular basis, though, you’re going to have to come up with new ideas. Generating new content ideas can be a tedious process if you sit down and try to start writing out titles, which is why I recommend a much better solution.
How To Generate New Content Ideas
As promised, now that you understand how important creating fresh content is, there are a few ways you can go about drumming up ideas so you can create new content on a regular basis.
#1 – Use Other Websites
When it comes to generating fresh ideas, other websites are some of the best sources you can use. There are a few different strategies you’ll want to use when you’re on them.
The first, and biggest source of new content is going to come directly from your competitors and other related websites in your industry. Most times, these leading competitors spend big bucks coming up with new content, which means you can tap into their content budget without having to bust yours.
Now, we don’t necessarily recommend swiping content directly from these websites, because that could land you in hot water and cost you your business in some countries. However, you can get ideas in other ways.
First, go through the titles of their articles, and jot down any that may be appealing to you, that you can take a new angle on. Then, read through the articles and jot down ideas that come to mind as you’re going through them. Finally, go through the comments section and look to see what other people are talking about, the questions they’re asking, and their thoughts on the article.
Once you’re done with that, you can also visit websites like YouTube, Yahoo! Answers, Quora, Twitter, and Facebook Groups in your niche to find out what questions people have that you can answer and what types of content they want to see.
#2 – Keep A Content Bank
I just touched on visiting different websites to get fresh ideas for your next piece of content, and then jotting them down in a tablet that you keep handy. This tablet can keep you busy for months, and even years if you do it right.
Whenever you’re out and about, usually away from your business, content ideas are going to begin flowing for you. Then, you’ll be kicking yourself for not having a tablet around, or something that you can get the ideas into so you can revert back to them later.
For this reason alone, I carry a small black notepad and a pen, so whenever I have an idea hit me, I can easily take notes on it and then get back to writing it whenever I get to the computer and have time to work.
As your tablet fills up, there are going to be a lot of ideas that you may not use. The point is, you’ll always have fresh ideas at the ready, so when your creativity sparks, you’ll have titles and blog post ideas to tap into.
#3 – Hire A Freelancer
If you absolutely cannot bring yourself to create new content on a regular basis, there are people in the industry who are more than happy to help you take care of it. Freelance writers make their living by solving your content creation problems.
There’s two different routes you can take when it comes to having your content produced, each with different results. The first is to hire a freelancer directly, which may be more time intensive, but can deliver better results over time. The second is to hire a writing agency that has a team of writers. As you can guess, this method tends to produce lower quality content.
Freelance writers know the industry standard rates, and the good writers are around for a long time. Most bad freelance writers work themselves out of the industry by not being able to generate repeat clients.
Freelance writing agencies tend to hire the bad writers, because those writers are looking for steady pay without having to work as hard for it. There is also someone above them, that owns the agency, that needs to make their own paycheck at the same time.
That means freelance writing agencies are generally going to charge what their writers would make, while also adding an additional fee on top of it to cover their own marketing efforts. Nothing wrong with that. Until you look at the prices.
Think about it like this. By hiring a freelance writer directly, and paying them 5 cents per word, you’re going to get much better quality writing than you will by hiring a freelance writing agency that pays their writers 3 cents per word, and takes 2 cents per word for themselves.
Both strategies can work well. If you find a freelance writer that delivers what you’re looking for, keep them handy and busy. Likewise, if you manage to find an agency that can deliver the results you’re looking for, make sure you keep those specific writers busy by letting the manager or owner know.
Andrew James: entrepreneur, digital marketer, wine enthusiast, hustler (in a good way) & the guy behind BrandBuilders.io.