Why Your Business Can't Ignore Content in 2023
Let’s face it – as a society we have become consumed by media. From scrolling through social media feeds to binge-watching YouTube videos, we are constantly consuming content. From the moment we wake up, our minds are bombarded with messages and notifications from social media, email, and other apps.
As a business owner, you know this is true because you experience it yourself. Maybe not to the same extent, but enough to see how plugged in we have become. So knowing this, why haven’t you embraced creating content for your own business? Is it because you don’t know what to make it about? Are you too shy to put your face on the other side of the screen?
To stay relevant and competitive, we are going to have to come to terms with the fact that digital media is where people are putting their attention today. It’s only logical that if you are trying to attract attention for your business (marketing) that you do it where people are actually looking.
Now that we’ve got that out of the way, let’s dive deeper into why your business can’t afford to ignore content in 2023.
Consuming Content Takes Up Half Of Your Customer's Day
The average American now spends around 7 hours per day looking at a screen, which means they are consuming digital content for nearly half of their waking hours.
This trend is not limited to a specific demographic or age group. From teenagers to adults, from professionals to stay-at-home parents, everyone is immersed in the world of digital media.
It's Not Always About Entertainment
Does this mean you need to make TikTok videos of your team dancing in front of your business? Not necessarily, but in 2023, your business needs to be actively creating some sort of content that engages and resonates with your target audience.
Why? Because people are not just spending their time on their phones looking for entertainment; they are also using the internet as a tool to research and make purchasing decisions.
In fact, 78% of local searches result in a purchase. Those are some high numbers, and it would be wise to find a way to take advantage.
Millions of people are actively looking for business hours, store directions, and business “near me” every day. If you don’t have something to show for your business online, it won’t be your business they are looking at.
Most Effective Platforms to Publish Content
There are quite a few places on the internet where you can publish your content and get noticed. Here are some of the best places to attract attention to your business:
1. Your Website
The most effective place to start producing content is on your own website. Your website is the foundation of your online presence and allows you to showcase your brand, products, and services however you see fit.
Publishing high-quality and informative content on your website not only provides value to your audience, but it also increases your chances of being discovered by search engines.
Unlike social media feeds or other platforms, you won’t have to compete for your audience’s attention. Your website allows you to captivate and engage your viewers without any distractions.
The most powerful social media platform for business is Facebook. With billions of active users, Facebook provides a massive audience of people who can discover your content.
Not only can you share your content on your business page, but you can also take advantage of Facebook ads to reach a targeted audience based on demographics, interests, and behaviors.
The demographic on Facebook tends to be slightly older, making it an ideal platform for businesses looking to reach decision-makers.
YouTube is a powerful platform for businesses to publish their content. Not so much because people will watch your content on Youtube and buy directly from there, but if you share them on your website and other channels, you will be commanding attention in its most powerful form which is video.
It has been proven that people retain information from video content much more than text. This means you will be remembered more from a YouTube video than a social media post.
80% of people prefer video over text anyway so it makes sense to just give them information the way they want it.
Content Tip - Use Keyword Research To Find Out What Customers Are Searching For
But, How Do I Decide What Content To Make?
One of the main reasons businesses hesitate to create content is because they don’t know what it should be about.
When it comes to deciding what content to create for your business, the key is to focus on delivering value to your customers. You’re not just trying to sell them something; you’re aiming to solve their problems and answer their questions. The goal is to provide them with information and insights that they may not already know, demonstrating your expertise and showing that you understand their needs.
Find Out What Customers Are Asking Online Using Keyword Research
There is a way to find out exactly what questions your customers are asking, if you want to take a more analytical approach. There are keyword research tools that will tell you what people are typing in online related to your business or industry. Some of these tools are free and the ones with more dialed in information may have a subscription. KWfinder and SEMrush are two of the more common paid tools while Google Keyword Planner is a free option. Use these tools to make content that specifically addresses what your customers are looking up online.
Don't Be Afraid To Give Away Information
Don’t be afraid to give away some information. Most of your customers are not going to run off with the information and try to solve the problem themselves. They aren’t looking for a quick fix or a DIY solution. They just want someone they can trust, someone who knows what they’re doing and can help them.
Don't Be The Business That Refuses To Adapt
Don’t be the business owner who says, “We don’t need that.” We all know what it is in 2023, content is king. It’s the currency that connects businesses with their customers and drives success. It’s time to embrace the truth about where we are as society and start making content.