6 Ways Good Content Can Add to Your Bottom Line
Posted by Jim Monteleone
The Internet is where buyers go to learn about products, services, and yes, even companies. For this reason, firms that showcase their expertise through quality content get found.
A company that builds its reputation through content marketing can grow faster and command a higher price than one that does not. For less money than conventional marketing, an investment in good content can add to your bottom line today and tomorrow. Here’s how:
1. It Attracts Prospects -- By creating a stream of search-engine-optimized good content, a firm helps its prospects become educated buyers (and sales leads increase). Because good content (blogs, informational articles and how-to videos) can stay on the web for months or years, content created today can attract new customers far into the future at no additional cost.
2. It Helps to Retain Customers -- Companies that embrace content marketing use their permission-based “house list” to frequently email helpful information to customers. There are few better ways to stay top-of-mind with customers than by regularly providing them with information they can use.
3. It Shows Industry Leadership -- Every company has a voice, its own way of solving business problems and planning for the future. A weekly blog is an ideal place to tell customers and prospects about new ways to solve problems that the company is uniquely qualified to address. In today’s media-soaked business world, industry leadership gets attention.
4. It Showcases Expertise -- A company whose executives are industry thought leaders attracts both customers and potential buyers. Blogs, white papers, videos, etc. showcase management expertise and its ability to solve tough business problems. Prospects seek out businesses whose managers are thought leaders.
5. It Helps to Recruit Top Candidates -- A track record of recruiting and hiring the most talented candidates adds value to a business. Top candidates want to work for an industry leader with subject- matter experts who will mentor them. Showcasing subject matter expertise online through informational content helps companies attract and hire the best and the brightest.
6. It Increases Company Value -- When it comes time to sell, an investment in content marketing can enhance key value drivers such as sales, customer retention, executive recruitment, and industry leadership. It also takes the spotlight off the owner, who will leave after a sale, and focuses it on the key executives who stay to run the business.
Few marketing investments can add more value to a business than a well-planned program of content marketing. Best of all, an on-going program of content marketing can showcase a firm’s value drivers for a fraction of the money needed for conventional marketing and advertising.
Do you struggle to create "good content"?
If so, Leadsource can do the work for you by interviewing your subject matter experts -- and re-purposing your existing content -- into informative content that prospects are looking for. To find out how easy it can be, contact us at sales@leadsource.com, or call us at 412.922.6415.