Why Content Matters

Imagine you are at a cocktail party or industry conference or Chamber of Commerce meeting. A stranger walks up and says, “tell me about your business…what do you do?” Would you like to answer, or would you trust the person across the room to answer on your behalf? Of course, you would rather answer yourself, especially if you don’t know what the person across the room might say.

Now imagine you are standing in a crowded room and everyone around you is talking at the same time.  It would be impossible to make sense of what’s going on in such a situation. Who should you listen to? Why not listen to someone else? Mostly, it would sound like a lot of noise. 

Of course, we can say the same thing about the internet. From websites to social media to review sites to forums…there are so many voices talking about so many things that cutting through that noise and knowing what you should pay attention to has never been more of a challenge.

 

And that’s why content matters.  

Who is telling your story online?

When you don’t create content about your business or brand, you are letting other people tell your story.  You are letting Facebook comments, Tweets and retweets, and arbitrary review systems influence and impact how people feel about you. Creating content doesn’t remove online (and offline) conversations of course. But it does let people hear directly from you instead of relying on the point of view of a third party.

Content is a tool to show the world who you are, what you do, and – perhaps most importantly – what you stand for. A blog post isn’t just words thrown out into the ether but rather a tile in the mosaic of what your business is all about. A great blog post is helpful, informative, and/or entertaining and allows the reader to gather crucial details about the business behind the words.

Can your content cause problems for your business?  Absolutely. Taking an unpopular position or publishing something controversial can cause real issues with customers and potential partners. That is why it is all the more important to take your content creation seriously. Just like you presumably are careful with the words you choose in conversation, you should be similarly careful with the words you post online.

If you are struggling to find the right voice for your business or simply do not have the resources to publish content at all, get in touch. Our team at Hemingway works tirelessly with businesses of all shapes and sizes to take control of their story.  Great content can be the lynchpin that turns your business into a powerhouse. Telling your story should not be up to someone else, and that is ultimately why content matters.