So, let’s break all of this down in more detail.
How does creating this content establish and build authority?
If you include a statement on your website that says “I have 10 years of experience”, the first thing that occurs to me is that “I don’t give a crap about how many years of experience you have”.
Tell you how many people I’ve met that really do have 10 years or even 20 years of experience then turned out to be completely useless.
When you say “I have 10 years of experience” and don’t give me any more information, you’re essentially asking me to trust you.
Why should I trust you? the point I’m trying to make here is this: Don’t tell me! Show me!
If I see an article on your website with title “How to solve problem X” and the article says something like – “This is a common challenge in the industry and there is a lot of misinformation out there.
Here is the right way to solve problem X”, now, instead of just knowing the number of years of experience you have, I can see verifiable evidence of your “ability” to solve the problem.
You will solve the problem with your “ability” not with the number of years you have been a photographer.
So the summary is simple – this type of content builds trust and authority by demonstrating your “ability to solve a specific problem” as opposed to telling people to trust you and assume that you have the required ability because you have many years of experience.
Always be prepared to demonstrate your ability.
How does creating content improve your trust factors?
Prospective customers are more likely to trust you if you include high-quality content on your website that gives them some insight into your views on the most important issues in your industry.
Generic information makes you look like everybody else.
Content that demonstrates your unique take and whatever it is that makes you do makes you different increases trust because people that have unique insight are perceived to be people that have a deep understanding of their industry.
How does creating content improve search engine optimization?
If you create an article that contains high-quality content there’s a possibility that your article will rank well in search results and bring visitors to your website – all without your spending $1 of your money or 1 minute of your time or even understanding what SEO means.
In the meantime, if you do decide that you want to proactively implement an SEO strategy that involves the usual SEO tactics you will have a massive head start because the most important and most difficult part of SEO is creating high-quality content.
How does creating content help with social media?
Some of you might be wondering whether you should even use social media as part of your marketing strategy.
A significant portion of people try to find out if you are a “real business” by looking at your social media presence.
If you don’t use social media or your social media feed is dormant then you “appear to be to be dormant”.
My point is that, even if social media does not generate one new lead for your business, I can almost guarantee you that it plays a big role in whether visitors to your website decide to contact you.
Therefore, your minimum strategy for social media should be to pick at least one social platform and be active on it once per week.
I suggest you focus on the social platform you like best or the one that your clients like to use.
Now, of course, one way to be active on social media is to share a thought about the weather or a cat video but you will build much more trust and authority by posting your weekly piece of content.
You won’t have to waste any time thinking about what to post on social or learning how the algorithm works.
Just take the one piece of content that you create each week and post it.
This will make your business appear to be active instead of dormant and, if someone actually reads your content, they will be impressed instead of being skeptical.
In the meantime, if you decide that you want to be more proactive on social by engaging with other people in your industry and prospective clients, you will build a lot more trust and authority with them as well as attract more followers if you regularly post high-quality content that everybody is looking forward to seeing.
How does creating content help with email marketing?
The first question you might have is whether you should even use email marketing?
If you create an email list the people on that list will fit into one of two categories.
One category will be your existing in customers in the other category will be your newsletter subscribers.
These are people that have already bought your services or expressed interest in your services.
It’s much easier to convince these people to buy something from you than it is to convince cold leads to buy from you.
In fact, some research indicates that you are 80% more likely to make a sale to an existing customer or somebody that’s already on your email list when compared to somebody that’s not on your email list.
In the meantime, sending the email costs almost nothing.
How do you build an email list?
The best way to do it is to create a piece of content that solves an important problem and demonstrates your expertise, then, invite the reader to signup to receive updates when you release similar content.
The weekly piece of content that I’m suggesting (telling) you to create will take care of all of the heavy lifting for this strategy.
You just have to send an email telling people to view your content.
And, if you can solve a real problem that matters to them, they will actually want to read it. Incredible!
The other critical role that your content plays in email marketing is giving you a legitimate reason for emailing them in the first place.
If you don’t have high-quality content that solves an important problem for the people on your email list then your email marketing campaigns will likely consist of sales pitches to buy your services.
People have no interest in receiving these emails.
Your open rates and click-through rates will fall and the number of people that unsubscribe will increase.
This is a huge problem for most email marketers.
If you create one piece of high-quality content per week this entire problem goes away and you will be outperforming 90% of email marketers.
Now, some of you that are big fans of social and don’t like email probably think that the people on your email list are likely following you on social and therefore they will receive updates when you post on social so there’s no need to email them.
You’re wrong about that:
Firstly, you cannot assume that everyone on your email list is following you on social.
Second, the algorithms on the major social channels do not send all of your posts to all of your followers. The percentage of followers that receive your posts is called “reach”. It can be as high as 90% but it can also be as low as 5% depending on various factors. In this scenario, only 1 in 20 followers are receiving your posts.
Third. Even if a social follower does receive your post it doesn’t mean that they will see it. Their feed could be overflowing, they might have certain notifications turned off, etc.