If you’re creating content on a regular basis, if you post new content on your blog (minimum once a week, but three to five is better, much better), if you share checklists, case studies, guidebooks, and white papers—then this post isn’t for you. But if you think content creation is overrated, doesn’t mean anything in your industry, or that the lack of content won’t hurt you. You. Are. Wrong.

What’s the Big Deal about Content Creation?

There are plenty of articles going into detail about Google’s algorithms, and how they affect search, such as this post from Forbes. But here’s the skinny—when you share more good content on a consistent basis Google’s little bots are trained to rank you higher on searches. You know that SEO (Search Engine Optimization) stuff? Remember when it was all about key words and something with long tails? It was kinda like smoke and mirrors back then. Well, forget most of that—it no longer works that way.

I heard someone say the best place to hide a body is on the second page of a Google search. Now, combine this with the fact that most consumers vet organizations on the internet before contacting them directly, and you get the picture. If you don’t create content you’re most likely not easy to find on the internet and if you’re not easy to find on an organic search then folks better know your name. You can forget those organic searches because you’re dead, languishing on page two or three.

Not Convinced Yet?

Every day millions of people are on the internet searching for answers, such as, “How to do this or that, where’s the nearest and best, what does it look like, and is there a checklist, case study, guidebook, or white paper?” According to this Entrepreneur infographic, “Some 329 million people read blogs each month, and 27 million pieces of content are shared each day.” Nearly 330 million people are looking for answers and if you don’t have them—I guarantee someone does. Who do you think the consumer will contact?

Still Not Convinced?

A couple of years ago our President Tom Taulman II lamented a friend’s business that was closing. It was an offset print facility that had been in business for more than 25 years. When the owner was asked why he was going out of business, he said it was because he hadn’t kept up with the internet and consumers were ordering products online from someone else. He was a good businessperson with a good product—he never thought he’d needed the internet let alone content and social media.

OK, you’re Convinced but Where do you Begin?     

You’re thinking, “I DON’T have time.” Before you close that door read this Creating Content When you Don’t Have Time. I’ll wait while you read; it only takes a minute or two. After reading this post do you think you may have the time to create content? If so and you need advice contact me. Randy Clark LinkedIn. If not you have two more options. One—hire a copywriter, believe me they can pay for themselves in the long run. Two—hire a marketing firm to create your content. If you’d like a quote on content creation for you organization, our marketing services team would be glad to help. Just send us a line, we’ll write you back.