Creating online content can be hard work. It’s always been a massive part of my job so I know it isn’t easy.
So I totally get why small businesses often ask me if it’s really worth the massive amount of time and effort.
My answer is yes (as you’ve probably guessed by the title of this blog!), but it’s also worth mentioning that it’s almost never an instant fix. As you’ll see from the examples in this blog, it often takes a year or often more to really start seeing results. Which is a long time to consistently put the effort in.
So here’s something to read while you’re waiting to see those results…
Get more traffic
Content marketing will almost certainly help you get more visitors to your website.
For one thing, if your content is optimised to be found by search engines, you should see an increase in visits from Google. This can be one of the slowest changes, but if you’re answering genuine questions that your audience are looking for an answer to, it will eventually grow.
Below are two examples of traffic from search engines, on websites where both have consistently blogged once a week for over a year.
As a contrast, here is the search traffic from two businesses who haven’t invested in creating content (despite my best efforts to persuade them!). You can’t tell here as I’ve not shown the actual figures to protect privacy, but traffic from search engines is lower, and pretty much static, apart from some variances through the year.
I was so impressed by this difference I actually cross checked this on a number of websites and the results are similar across the board. Those who have invested in consistent content creation see slow but steady increases in traffic from search, while those that don’t or who only create sporadic content see no real increases in traffic from search.
Other companies have confirmed this – Buffer shared their traffic journey and they started to see a significant increase in traffic after consistently blogging for over a year.
Of course, just creating content alone isn’t enough, you also need to get it out there on social media and via email, but once you start creating content, that actually becomes easier as you have something to share!
Related post: How to get super consistent at content creation
Convert those visitors into customers
Website content is an opportunity to tell your story, show (rather than tell) your expertise and generally just help people get to know you. Blogs, video content and podcasts all help people understand what you’re about and begin to trust you.
There was a great example of this on a podcast I listened to recently. Through creating weekly content, Pet Sitters Ireland were able to increase their turnover by 450%. By answering every question they got through a blog post (literally, the owner kept a note and wrote them up each week), visitors were answering their own questions online and felt reassured enough to book a pet sitter without getting in touch first.
A direct benefit of creating content that answers frequently asked questions is that it can save time in the long run. Once you’ve written the blog you can easily direct queries straight to it, and once you’ve built up enough answers to questions you can collate them all together in an easy to find self-serve area.
Related post: How to come up with content ideas.