Perhaps the first question to ask is, “what does content mean?” As we have discussed in a previous post, content is just another word for free, helpful information.
As a businessperson, you are an expert in your field. You need to share your expertise on your website, blog and social media to attract people to your business. Some people have the idea that you should not reveal your expertise because people would then have no reason to pay you for what you know.
The opposite is actually true. Today, the more you share, the more potential customers you will attract to your website, and the more they will want to do business with you. Sharing great content on your website becomes a magnet for potential customers who search online for answers to problems they have that you can help them solve.
You must be willing to provide free information in the form of content to attract them to your website and blog. The more often you create new content – and blogging is usually the easiest way to add content to your site – the more frequently search engines crawl your website and the higher you will rank for your niche.
There are two reasons that sharing great content on your website will not hurt your business. First, regardless of how much information you share, most people are not going to be able to confidently implement that knowledge as well as you can. They don’t have the years of expertise that you do in your field. For example, you might tell them exactly how to install their own water heater on your website, but after reading every detailed step, that customer is likely to say, “That is just too hard, risky and time consuming. I’d better leave that to the experts.”
Second, because you have shown that you have the expertise in the subject and have generously provided the information on your website, you have build enormous trust with the customer, and he/she is much more likely to give you their business than someone else who has been stingy with their knowledge.
What does great content mean for your sales team?
One of the ways you can get ideas for great content to share on your website or blog is to ask your sales team what questions they frequently hear. Make a list of the top 5-10 questions they constantly hear. Turn those questions into FAQs on your website, and then use those same FAQs for one or more blog posts that answer each question. Use questions as headlines for blog posts and then answer them in the text.
The current algorithm of Google, called Hummingbird, “understands” when someone is searching for answers to questions. Google is rewarding bloggers who are helpful to their readers, so strive to create content that you know people care about. You should begin to see more traffic and leads from this content.