In a digital world where our senses are battered by videos and social media posts, there has never been a more critical time to understand the real reasons why content matters in your small business.

It was Bill Gates, the founder of Microsoft who coined the phrase ‘content is king’ in an essay that spoke about how the internet was the future marketplace for small businesses.  Over 25 years later, that adage is very much still relevant. 

The Power of Words in a Digital Age

In short, all marketing has content at its core.  If you can imagine that the customers are coming into your business via a vehicle, then your content is the fuel of that vehicle.  What you say & HOW you say it, is what gets people to stop by your website/shop front in the first place. 

WHY your words matter in your content.

Your content has a job to do. 

Every post or blog or ad you share should have a point to it.  Whether that is to educate your audience about what you do, tell a story that shows who you are, have your audience buy something, or simply to entertain them…

It is also designed to REPEL the kind of clients that you don’t want to do business with. 

What you say & how you say it can turn people off you… which isn’t always a bad thing, especially if you’re a freelancer or solopreneur who doesn’t have time to weed out the people who won’t get you or don’t find value in what you offer right now.

First Impressions Count

Very often, content such as a blog or a landing page can be the very first touch point a potential customer has with your small business.  Just as you want to look smart for a job interview, what you put out online needs to be crafted well.  Spelling errors or a misplaced comma might not seem like much, but it can build into that all-important first impression. 

Brand Identity & Voice

It isn’t just what you say but also how you say it. The words you choose define your brand, embody your ethos, and, most importantly, converse with your audience to tell a story about you.

I did a course once on branding that spoke about the different types of brand voices that your business has. The personal one (the human side) and the business one.  

Your brand voice is what sets you apart from other businesses.

The words you choose to use in your content & your marketing also show your audience the type of person you are. 

Are you a serious person who speaks with formal language & big words that no one else can understand? Maybe you’re a fun, easy-going person who likes the lighter side of life. Or a rogue go-getter with a penchant for vodka & swearing? 

The words you use in your content all build into showcasing exactly who you are & what you stand for.

You should also ensure that the tone, voice & style remain consistent throughout all of your content. It should resonate with your target audience and be evident in every word you craft.

In a world full of noise, being authentically you is what will help you stand out. Content is key to your brand recognition and helping build up a loyal fan base. 

Content Builds Trust

When your content is thoroughly researched and expertly crafted, it helps position you as an authority on what you do.  It can help educate your audience on what you do & how you can help them with your service.  If you’re providing well-thought-out content that has value up front, it helps solidify you as an expert in your field.  People will seek out your content as a way of gleaning reliable information. In contrast, if your content is riddled with errors or misinformation, it can show you up to be a dumbass – and no one has time for that in business. 

Visibility

Another job of your content is to help you show up on search engines using keywords.  SEO (Search Engine Optimisation) isn’t just about algorithms; it relies heavily on quality content that is deemed valuable through these keywords.  85% of purchases begin with an online search – so having the right content with the RIGHT keywords ensures that your website pops up at the top of the search.  The more times it pops up, the higher you are positioned on them there SERPs.

It’s Gotta be Engaging.

Having content that is both informative & entertaining will keep people on your site for longer – which the bots love.  The longer someone is on your site & reading your stuff, the more chance you have to convert a casual browser into a buyer… and, with an exemplary sales experience, you build a loyal fan who starts raving about what you do, sending more people into your sales funnel. 

Words Can Bring About an Action 

The ultimate goal in your business is to make money. 

Another reason your content matters in small businesses is because…

So, you want the right action to be for that customer to be guided along the sales funnel and into making a purchase or signing up for a service that you provide.  The right words can convert that browser into a buyer.

The wrong ones can have them searching for the ‘x’ button.

The words you use and the tone you choose can drastically impact the message you’re trying to portray.

Content Converts

You can have the prettiest, fastest & most incredible website & graphics, but it’s very often the words on the site that bring people into your world.  It is the job of the words you use to inform, educate, persuade, entertain and guide those site visitors into making a decision – whether that’s to buy something, sign up for something, or take another action. 

It’s Been Emotional…

Have you ever read a book that’s made you cry?  No haunting music, or tearful images to illicit a kindred response.  Just words that have created such a powerful image in your mind that it leaves you breathless and sad.

Words have power.  Incredible power.

It is the job of your content to connect to your audience on an emotional level.  We make over 90% of our buying decisions emotionally, and then back that up with logic. Content can connect you to your audience on a whole different level. 

Think about a company that you LOVE.  As soon as they release a product, you’re clicking through to see what the product is about.

Now think of a brand that you HATE.  One that gives you the ick or stands for something that simply doesn’t do it for you.

This is all about how your content can also build a community of raving loyal fans. 

This is the job of your content – to bring in the lovers and to repel the haters. 

The Real Reason Why Content Matters in Small Business is this:

Words in your content matter because they are the bridge between what you do & your ideal customer. They shouldn’t be filler just to make it look like you’re posting something just for the sake of it.

Your content has a job to do. 

Whether it’s what you share on your social media account, your web copy, your blog, your landing page…

Words guide people through your door and then persuade them to hang out in your world & to spend their money with you. 

In a crowded digital marketplace where you’re battling for attention, exceptional quality content in your small business can be a strategic differentiator. 

If you want help with knowing what to say, it might be time to invest in a quality copywriter to elevate your brand & convey the value of what you do to help your customers.

Want to know more about marketing in your small business? Check out my blog post 11 Simple & Effective Ways to Market Your Small Business For Free