by Brooke Shellback

Content is king. This theory has not been disproven in the world of marketing and I don’t expect that to be changing anytime soon.

Content should be top-of-mind for your small business as it is the foundation for all your marketing efforts.

Why? Because when a person is looking for your product or service…

They look for information – not sales pitches

They ask questions – not just about your product or service

They ask for help – not for advertising

And the best way to deliver all of the things that your people want, is through great content.

Think about this yourself. If you are searching for a particular service on Google, what do you want to find? Information about the service in the local area.

If you are asking for a recommendation on the best place to go for dinner tonight in Logan West, you’ll want to read about other people’s experiences and see some social proof before you make your decision.

And if you’ve got a question, you want to find information that assists you in solving the problem behind the question, not just advertising material.

While it might seem like common sense, my mum tells me that common sense isn’t always that common and I’ve begun to agree with her.

Review your marketing materials and ask yourself, ‘Are you providing value to your customers or potential customers through your content?’ If not, it’s time to do something about it.