But how do you make it work for you?
Whether you’re scrolling through Instagram, listening to your favourite podcast, or celebrating someone’s business award on LinkedIn – these are all examples of content in different forms.
Content can serve many purposes for your business, it can:
- Connect you with your target audience
- Showcase aspects of your business and expertise
- Drive traffic to your website
- Draw in a wider following
But you need to ask yourself what is going to work best for you.
Do you want more traffic to your website? Start a blog which you host on your site. Hosting your own written articles will improve your SEO and provide pages to link back to across your other digital platforms.
Do you want to showcase your expertise in your field? Case studies and testimonials are both hugely effective methods of adding validity and authority to your business. They make for authentic, more engaging content, which can draw in more interest by showing how you’ve solved problems for others.
Do you want to connect with your audience? Although you are presenting a business, behind that business are still people, who your target audience will have to work with. Think about incorporating some behind-the-scenes content to put faces to the name. This could be short Q&As with members of your team, sharing your charitable initiatives, or showing which dogs come and work at the office!
When it comes to content the options and possibilities are endless, the important thing is to decide what you want to get out of it, pick a goal and give yourself a clear starting point – this will allow you to track your progress down the line and adapt your approach.