Creating content isn’t something new.
By now, you’ve probably heard a million people tell you about the benefits of creating content. Maybe you took their advice and did it for a while.
Or maybe you didn’t. Either way, there’s no doubt that producing content will grow your business.
(The only way I can confidently say this is because we’ve done it and seen it work in just about every industry you can imagine.)
Insurance? You bet. Hospitality? Absolutely. Keynote speakers? Loud and clear. (haha!)
But every time you hear that cliché statement, “Content is king,” you have to wonder: Why? And is the effort worth it?
I’ll show you why in this post.
The five reasons you should start creating content can be applied to nearly any type of content, including:
Earl Nightingale said it best when he stated, “You become what you think about.”
When you sit down to write a blog post or create the outline for a video/podcast, you have to put yourself in the shoes of an expert who knows what they’re talking about.
Because if you can’t, then your content will come out mediocre at best.
For example: If you own a Crossfit gym and you’re writing a blog post on the difference between slow carbs and fast carbs, it’ll be vital that you’ve done your research and truly know the science behind it.
Get used to writing content on a regular basis and you’ll position yourself as an authority – which will attract tons of followers and leads – a huge perk of creating content.
This one’s simple:
More traffic = more leads = more customers.
Whether you create consistent podcasts on iTunes, videos on Youtube, or blogs on your website, the different pieces of content will begin to attract visitors, viewers and listeners.
In the content world, you truly do reap what you sow.
If you sow tons of consistent, epic content, you’ll reap tens (or hundreds) of thousands of annual visitors to your website.
But, if you think it’s too much work and don’t create content, then your traffic will be reliant on word of mouth, social media and paid advertising.
The results won't be the same.
Think of content creation as a snowball rolling down a mountain.
It starts small, but over time, it begins to pick up speed and mass until eventually it can’t be stopped.
When we first started creating content at Flight Media, we were getting a few hundred visitors/month to our website.
Now, it ranges from 8,000-10,000 visitors per month. (And the majority of it is organic – not paid – traffic.)
How’s that for ROI on content creation???
Still not convinced?
Check out the results we got for one of our clients, Kaplan Mobray.
We worked closely with Kaplan to build an inbound marketing campaign for him from the ground up.
In just three months, his results were through the roof. Every time he was in front of an audience, he could proudly point people to his website where they could sign up for his email newsletter, get his free ebooks, or buy his books.
He was able to grab leads like crazy.
RFPs? Kaplan experienced a 600% increase.
Talk about the benefits of content creation! Check the full case study out for yourself.
One of the most common questions we get is: What should I post on social media for my business?
The answer is, it depends.
If you don’t create any content, then you won’t have much worthwhile to post until you do.
Without helpful blog posts, videos or podcasts, you really don’t have much to post on social media besides promotional content and behind-the-scenes photos.
Creating content regularly gives you something to actually share on social media.
It provides value. It’s free. It positions you as a thought leader. And it indirectly sells people on you.
Awesome benefit of content creation? You betcha.
Our sales team leverages LinkedIn for lead prospecting – a huge advantage of creating content.
Once someone accepts their connection, they begin engaging with them on multiple platforms to see if the new connection has the potential to be a customer of ours.
When someone tells them no, they maintain the social media connection and move on.
They keep the connection because, time and time again, we’ve learned that “no’ often means “not yet.”
Our sales team continues to post valuable content on their social media profiles – which is seen by their connections – that occasionally leads to an old prospect coming back and doing business with us.
Helpful content gives you something to post that keeps you top-of-mind with your connections.
Once someone becomes your customer, the relationship should never be over.
Whenever a customer sees a new blog post you release, it assures them that they decided to move forward with an expert.
For example, Flight Media sends out a weekly newsletter that outlines all the new blogs, videos, ebooks, webinars, and recommended reads.
Every week, we have customers emailing us about what they loved about a particular piece of content or asking questions about how we’re implementing it for their campaigns.
And every time, we get to feel like heroes when we explain that it’s nothing we aren’t already doing for them! Score.
Creating content on a regular basis is challenging. But it’s essential if you want to:
Whether you create the content or you outsource…
Challenge: Put your content-creating power to the test and do a 10-day content challenge. For the next two business weeks, write one blog post or outline one video/podcast per day, Monday through Friday.
It will get your creative juices flowing and allow you to supercharge your current growth.
How frequently are you creating content for your business?