Guest post by Megan Totka, chief editor for ChamberofCommerce.com
Over 100 hours of video are uploaded to YouTube every minute. Over one million links are shared on Facebook every twenty minutes, and over 58 million tweets will have flown by the end of the day. Today’s users are sharing and consuming content at an exponential rate, so where do small businesses and their websites fit into the mix?
Thankfully, small businesses have what it takes to stand with the best of them when driving targeted traffic and crafting quality content. We understand that businesses that blog drive more traffic than those that don’t. It’s up to the crafty, creative marketer in us to make sure that our traffic turns to sales.
Whether you’re looking for more leads and loyalty, consider the following when it comes to your business’ site and its content.
1. Is It Worth My Time? Their Time?
Determining what we write about can be an overwhelming task in and of itself. In the midst of viral and the trendy nature of today’s social content, it’s natural to feel that our business’ content is just so boring. When there’s so much out there, how do we stand apart? It all begins with some rather simple brainstorming.
First, let’s start with static content. As so much emphasis in the Internet marketing world is placed upon blogging, many businesses neglect their site’s static content and subsequently suffer. While you may feel that an area such as your “About Me” page may only serve to convey basic information about you or your business, there’s no reason you can’t entertain, tell a story or connect with your visitors in the process.
Before putting the proverbial pen to paper on your static content, ask yourself the following questions:
Is there a personal touch? Until you put your personal spin on your site and its content, you’re just another face in the crowd. With the number of businesses in your space, you need to add some personal flair to your business’ site. Tell your story throughout your site and establish a connection rather than talking at your visitor.
Does the content have reach? Your site naturally wants to appeal to its niche; however, don’t leave outsiders hanging. For example, don’t overload your readers with industry jargon in an attempt to look like an expert. Understand your audience and how they may react upon landing on your site.
Am I talking too much? Too little? It’s easy to get excited about your business’ content; however, sometimes we can say more by typing less. Conversely, sites that are too minimalist may leave visitors wants and eventually cause them to bounce. Keep your site simple yet take the time to answer as much as you can with the real estate you have.
Furthermore, consider the content you’re looking to blog and share:
Will people be talking about this next week? Oftentimes, businesses jump the gun on topics and subjects in an attempt to be topical or news jack. While we always want to capitalize on what’s hot or in the news, it’s important that our content has legs. Ask yourself before writing; if I looked at this post next week, would it still be worth my time?
Has it been done before? Most businesses don’t have the benefit of breaking their own news; however, your blog represents your chance to put a spin on what’s already out there. Remember the importance of the previously noted personal touch and how adding your insight can make a piece of content your own.
How does my business tie in? Remember that time is money; while the act of creating content can be both challenging and a creative rush, don’t forget to tie your business into your content. How you go about tying in your business is completely up to you.
2. Finding Your Voice
Perhaps equally important to what we write on our sites is how it’s written. Much like television and film, writers are tasked with creating tones for their shows and characters, business bloggers and editors face a similar challenge. That is, creating a strong, consistent tone for your business that reflect its personality and expertise.
Tone is crucial for setting your business apart from the pack. For example, Google manages to let its personality shine through their Google Doodles; however, the search giant obviously means business through its tools: analytics and extensive features. Whether you decide to go a route that’s humorous or more stoic, establish a sense of authority and credibility through your business’ site. An effective voice helps depict your business as having character and expertise, building trust amongst your visitors and driving more sales.
Check back next week for Part 2 of this article.
About Megan Totka
Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. Chamber of Commerce helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.