Don’t Quit While You’re Ahead

Don’t Quit While You’re Ahead: Keep Producing Quality Content
Posted: 23 Jan 2012 02:37 PM PST in Expand2Web
writing duo comicImagine a new company working hard to build its business and client base. This company plans out each message it is going to make public, evaluating whether each one fulfills its purpose in driving the company forward. As it gains customers and momentum, suddenly the business shifts to taking care of existing customers. The company stops creating relevant content and, as a result, misses out on many opportunities for growing the business.

Failing to produce quality content as an established company is a major mistake. Even when you have a reputation as a leader in your field, you need to be focused on maintaining that reputation on an ongoing basis. You want people to respect your company and feel like you are a leader in your field. One of the best ways to do this is by continuing to produce high-quality content, which might include blog posts, emails and white papers. If you can prove that you are knowledgeable in your field and are willing to share that knowledge–even if it doesn’t result in increased sales for you–people will be more likely to trust your word in the future.

Why Bother?
One of the top reasons to focus on content is that it helps solidify your online presence. Google’s recent Panda update to its search engine algorithm puts a significant premium on the quality and depth of content on your site. If you are continually updating it with high-quality content, you will probably maintain your website’s search ranking. When your content quality or quantity drops, so will your ranking.

Respond to a Need
When creating content, don’t just write the first thing that comes to mind, but instead, be intentional. Alert1 offers products like life alert systems that respond to what they see as a need for their consumer base. Likewise, your content should respond to a need that you see in your audience. What is lacking in their knowledge, skills or tool set? You want to equip them with valuable information that will help them excel in making wise decisions or being better informed.

Expect Results
As you produce quality content on a regular basis, you will find that your customers feel more in touch with you, and are more likely to work with you again. You can make yourself and your site valuable assets to consumers by sending regular email updates with information not just about your company, but about market trends and things that are relevant to their needs. In addition, quality content will help you continually build your client base as people find you online and come back because they know that you are an expert in the field with valuable contributions to make.
Now is the time to focus on quality content again. Get started by making a blog on your company’s website and updating it with engaging articles several times per week. Create white papers about industry trends and make them available on your website and at your office. And don’t forget the power of email newsletters to keep clients’ loyalty with interesting and informative content on a regular basis.


Comments welcomed!


About Bob McCarthy

Originally from the Northeast, I now call Southwest Florida home. I have been a professional copywriter and editor since 1979, both freelance and in house. I have had article published in regional, national and international magazines. Plus, a video for which I wrote the script won an industry award as Best Training Video.
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