Small Business Content

Posted on May 28, 2014 by Sal Ientile

The regular publication of small business content is becoming more prevalent. As entrepreneurs continue to discover new ways to separate their businesses from the competition, they’ve discovered that their small business websites can accomplish much by regularly publishing original content.

For starters, if keyword strategy is implemented properly, small business content has the power to improve a company’s search engine optimization, allowing it to rank higher on Google Search.

I am the chief editor of a FOX Sports affiliate website called TheHockeyDaily.com. Some of the articles I’ve written and published on The Hockey Daily appear first page on Google despite being in direct competition with major media outlets like ESPN, TSN, The Hockey News and Yahoo!.

I’ve enjoyed search engine ranking success by using keyword strategy; discovering popular hockey related topics that have been written about less often, but searched for frequently. This strategy allows smaller brands like The Hockey Daily to compete with the big boys using specific keywords.

Keyword strategy is an essential component of search engine optimization. Small businesses must compete for the attention of consumers and there are only so many spots on Google’s first page. Appearing first on Google Search for the most popularly searched term within an industry is often difficult to achieve. But there are other keyword terms that consumers use, and your website can rank well with a secondary term. In doing so, you’ll see an increase in web views, which could lead to more customers should your site do a great job of selling benefits once viewing eyes have arrived.

Keyword strategy isn’t the only benefit derived from publishing original small business content — said practice also accomplishes much more than a search engine boost. Publishing original small business content for web also paints a picture in the consumer’s mind. It answers consumer questions before they are asked. It tells a company’s story in a compelling style that transforms consumers into customers.

Small Business Content Sells Expertise.

Consumers have never been more informed than they are today. The information they seek is readily available on the Internet, and they locate this information with ease, by performing a Google search on their home computer, laptop or smart phone.

The goal of small business content for the web is to exist online where consumers seek information and to provide that information in a manner that elicits client response. The desired response, of course, is to convince a customer to make a purchase. If the product or service a customer purchases fulfills a need, it is likely to be purchased again, and then again.

If you’re unsure about the importance of publishing small business content on your company website, keep in mind what I’ve written and take it for what it’s worth. Blogging and social media initiative are what they are: a way for a small business to expand its audience while providing useful information that has the power to shape consumer opinions. Inevitably, some who read the content on a small business website will be persuaded to make a purchase as long as the content is eloquently written, strategically targeted and useful.

Small business content informs potential customers of a business’s expertise; your own personal expertise, as a business owner and professional in whichever field it is you operate within.

Consumers love experts. It is for this reason they often hold referrals in higher favour than advertisements. If your business is new and lacking its own word of mouth army, your quickest way to convince consumers that your offering can be relied upon is to produce original online content that conveys your expertise of a topic — a topic concerning whatever it is your business sells.

The importance of publishing original small business content for web can be summed up as follows: Your business is either saying something, or it’s saying nothing.

« What is Copywriting?

Improve Your Writing »

S. I. Copywriting puts words to work by creating a catalogue of search engine friendly content for clients.

Microsoft visionary Bill Gates once said, "Content is King." He's right. I'm the editor and lead writer for a website that attracts thousands of monthly views. I've learned a few things about publishing content online. The most important thing I've learned is the following:

People (consumers) gravitate toward content -- they seek it online, search Google for useful information, and click on content when presented on social media channels.

If you produce content you will attract more views. Essentially, those views are leads. Some leads become clients. And, as you already know, clients spend money.

To publish original online content is to take advantage of an opportunity; one that allows your site to do more than simply exist as a "Home Page", "About Us", and "Contact Page". Original content is social media material; search engine presence; it is: answering questions consumers type into search engines.

S. I. Copywriting puts words to work in a beneficial way for its clients. The alternative: If words aren't working -- consumers aren't locating and reading the sales message -- that message is less visible.