There’s been a lot of talk lately about the value of content — company news and opinion — in driving potential customers to a small to medium business website or social media platform. One of my favorite headlines is “Content Is King.” Now I’m not much into royalty, but I totally agree that self-published content can be a huge asset in helping to grow an SMB.
There are a couple of factors driving this. One is that the major search engine — Google — no longer gives much weight to news releases, long the staple of a public relations campaign. The theory is that a release put on a wire service and picked up en masse by relevant and non-relevant outlets can be accomplished by any company willing to pay the wire charges.
However, algorithms known only to a few Google computer engineers do notice original content. A 20-inch company profile in the New York Times or two minutes to pitch a new product on the Today Show is still a big hit. But let’s be realistic, those opportunities don’t come along very often.
Industry trade publications still need news to fill the space between ads. But increasing numbers of editors are doling out their coveted spaced to those SMBs that advertise. It’s becoming known as the “No pay — No play” rule.
I’m sure your SMB has something to share with your current and potential customers, but how do you reach them? Make your own news. Tell your unfiltered story through a blog page on your website and by using social media. LinkedIn, the social media site for professionals, recently adding blogging capabilities that let’s you communicate directly with your connections. But no matter the platform, plan for regular posts that will increase your online visibility.
And if you think your business is too boring or technical for blogging or social media, think again. Let’s look at one example. Plastic pipe extrusion won’t make lively party conversation, but a search of the term on Google brings back more than 1 million hits. Somebody out there wants news about making tubing and pipes of different sizes and shapes.
So get out there and create some content about your business. If you don’t have the capability on staff, find a good writer to help you tell your story. There’s no longer any excuse for sitting quietly and letting self-publishing competitors pass you by.
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