I realize many of you are familiar with the book Get Content Get Customers by Joe Pulizzi and Newt Barrett. If you’re not, then you owe it to yourself and your business to pick up a copy.
Regardless, Joe and Newt have done an excellent job articulating the purpose and reason for becoming a content publisher. Filled with numerous case studies, their message will not only empower ordinary business owners on how to dominate their niche but will also enlighten them on how to retain it through content publishing.
However, one of the fallacies I see when consulting new clients on becoming content publishers is their mentality that quantity instead of quality is the key to online success. Unfortunately, nothing can be further from the truth!
Yes, the mantra proclaiming content is king is true. But, remember content without value is just binary static dumped into the vast wasteland of our information superhighway. In order for content to be our savior, it must be valuable. Not in your eyes, but rather the customers’.
In other words, by servicing the wants, needs and desires of your prospects, you open the door for repeat business and raving fans!
Let me give it to you differently from the perspective of a trusted mentor, Brian Clark of Copyblogger. Brian states that people don’t search the Internet just for information. Instead, they search the Internet for knowledge. But, it isn’t the knowledge that one seeks but rather the benefits of that knowledge.
The principle is this — if you can consistently produce valuable content that provides extraordinary benefits for your readers, you’ll enjoy a solid and steady income stream if juxtaposed with the right business model.
Why?
Because it takes time, persistence, a great deal of creativity and patience. Building successful online businesses require the same effort as building traditional brick-and-mortar businesses. You can’t just regurgitate content for the sake of content. You’ve got to focus like a laser on providing valuable content.
Furthermore, as Mitch Joel points out in his stellar book, Six Pixels of Separation, digital marketing is slow. Therefore, online entrepreneurs need to understand the concept of slow so that they’ll appreciate the Long Tail of content. As you consistently produce valuable content, you lay the foundation for a long road within the Long Tail.
Consequently, the retention of readers will be directly related to the value of your content. So, if you can retain readers, you’ll increase your ability to engage them in deeper conversations.
Why conversations?
Check out this graph by eMarketer.com and notice what the number one focus of top marketers is when marketing online.
The message — it’s the conversations that builds relationships. Take care of the relationships and you’ll establish trust. If you gain their trust, prospects are more likely to open their wallets to your products and services.
So, as an online entrepreneur, engaging consumers in the conversation must be your top priority. But, remember, this can’t be accomplished unless the content you produce is insanely valuable and provides benefits to your readers.
Question: What tools do you use to determine if your content is valuable to your readers?
