Why Your Content Could Be Hurting Your Business

By producing web and social media content that adds value for your customers, you establish a relationship built on trust. This helps you maximize each customer’s relationship before they reach your front door.
Photo Credit: ATA

Author: Teresa Johnson

“Hang on,” you’re thinking. “What content?”


We all know that businesses in the bowhunting and archery sectors are pressed for time. Let’s face it: If you’re a retailer, it’s all you can do to meet the needs of every customer walking through your door. And if you’re a manufacturer, you’re getting orders out as quickly as you can.

But if you’re not taking time to create content for your website and social-media accounts – even just a few minutes per week – you’re missing an opportunity for free advertising. You also could be undermining relationships with your customers.

What does fresh content do for a business?

Consider these three important benefits that content provides your company:

1. Establishes value for the relationship.

A post like this adds value by providing a learning opportunity. It encourages customers to interact with you, and establishes a relationship built on trust.

When you create content, you give your readers something valuable. Whether you’re evoking emotions, entertaining them, educating them, informing them, or providing general help, you’re giving them something they didn’t previously have. In this digital climate of “content overload,” your readers must spend their valuable time consuming content worth reading.

You create brand loyalty when your company – your brand – generates the “gift” you’re giving. For example, if Archery Co. No. 1 makes compound bows and creates a great blog post about qualities to look for in compound bows, it’s giving its readers something valuable. Note that Archery Co. No. 1 isn’t writing an entire post about why its bows are best. It simply tells readers HOW to choose a bow. When it’s time for those readers to select a bow, guess what they’ve got? Loyalty to the company that delivered value.

2. Creates trust between the reader and the content creator.

Videos go above and beyond what a still picture can offer. An archery retailer, for example, can create a quality video highlighting several new bows it stocks. Such a video lets the customer “meet” the archery retailer, and helps them feel comfortable about visiting the shop.

When readers come to your company for content, they’re viewing your business as a trusted information source. This is vital, because – let’s face it – TONS of informational resources are out there. But as we know from a quick Google search, not all of them are created equal.

Thus, your content must be of high quality to establish that trust. Example: An archery retailer creates a quality video review of several new bows it stocks, and posts the video to its Facebook page. The review is unbiased and shows several new models. The video’s production quality isn’t fancy, but it’s clean and easy to watch. Customers see that this shop goes beyond the normal post that simply says, “Hey, we’ve got new bows in stock.” Instead, it takes time to show its customers WHY they should stop by.

Additionally, this video lets the customer “meet” the archery retailer. That way they feel comfortable about “visiting” the shop before leaving home. This builds trust with the store, and helps customers feel better about coming in – and maybe buying a bow.

3. Gives the audience member a reason to return.

Give your customers information they crave by updating your website and Facebook page regularly. When your audience sees that you consistently produce valuable content that rewards the time they spend consuming it – like educational blog posts – they’ll look forward to seeing your next post.

Businesses that consistently deliver good content give their audience a reason to return for more. Whether you produce content for Facebook, your own website or another channel, you should deliver content consistently and on schedule for that platform.

For example, if you find you can make time to write a post every other week, you should produce that blog consistently, and share it to your social-media accounts each time. When your audience sees that you produce valuable content that rewards the time they spend consuming it, they’ll look forward to seeing your next post. That means they find your content trustworthy AND consistent, and worth their attention every other week.

The key is to make a commitment you can keep to produce content. Next, set alarms, leave yourself notes, and do whatever it takes to ensure you produce that content on schedule.

By following these three guidelines, you’ll ensure your content helps you establish – and maximize – each customer’s relationship before they reach your front door.

Now that’s valuable!

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