“Content is king,” is a phrase often used in the corporate world of marketing, with the idea being that businesses can best reach consumers by creating compelling content: articles, videos, photos, infographics, games, and so on. Content marketing isn’t just for big corporations, though. As Bill Gates, the originator of the phrase, said, “No company is too small to participate.” In fact, two types of modern content are particularly effective for small and medium business—blogs and podcasts. These two forms of “content” are simple to create and can lead to numerous benefits. Here are our top 5 ways a blog or podcast (or both) can help your business.
1. Establish your Business as a Professional Industry Leader
When you write blog articles or create podcast episodes that tie-in to your business’s area of expertise, you are providing valuable information to your audience, which shows that you are a reliable source they can turn to. Do this on a regular basis and consumers and other businesses will see you as a credible leader that has more to offer than just your products or services. That, in turn, will make them more likely to purchase your products or services later down the line.
2. Increase Brand Awareness
Blogs and podcasts can help increase your brand awareness by driving traffic to your website. If you are sharing steady, valuable, and interesting content, more audience members are going to actually want to spend time on your website, giving them the opportunity to get familiar with your brand. In addition, blogs and podcasts are easy for people to share on social media sites such as Facebook and Twitter. When others share your content, it opens the door to more people visiting your site and steadily growing your brand awareness over time.
3. Improve Your Search Rank
By adding helpful content in the form of podcasts and blogs to your website, you have a 434% higher chance of being highly ranked on search engines, according to Tech Client. Having a higher ranking increases your business’s visibility and drives more foot traffic to your website.
ProTip: To improve your search rankings on your site when hosting a podcast, make sure to include a written transcript of each podcast episode beneath the audio player. Search engines index text and images, not audio!
4. Create More Opportunities to Promote Your Services
When writing or producing a blog or podcast, the content shouldn't be strictly about your business. However, if there is an opportunity to promote your products or services, make sure you take it. For example, if you are a nutritionist discussing the importance of a healthy diet, provide your contact information and any other services you offer. That way, your readers and listeners have the opportunity to check out your website or contact you, giving you the opportunity to grow your customer base and gain new clients.
5. Re-purpose Content on Social Media to Boost Your Reach
Producing podcasts and blogs provide you with a built-in opportunity to re-purpose content on social media. This has multiple benefits. First, it allows you to share your own original content without “selling” your products or services. Second, it improves the search rankings of your website even further by creating more incoming links, especially if your social media followers are sharing your posts.
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