Most businesses are at least on board with having a website now. Some will run their whole operation via a website. Others will use it as a place to find the address and contact details with maybe a brief description of what they do. I use business websites a lot in my work – I ran my website in my own business; when I was targeting some partner businesses in my last role I would research them beforehand; and as a buyer in retail, I used them to find suppliers. Websites I commonly encounter usually have a home page, about page, contact page and some sort of services page. There may also be a link to a Facebook or Twitter presence. Frequently now, though, we are seeing blogs on websites.
For this reason alone, other people are doing it; people are bolting on a blog to their website with some vague notion they will write the occasional article about their business. Your nephew might have told you, you need a blog. Your friends who know something about marketing all have blogs and you have heard that some businesses even have blogs that create their own revenue stream.
You think it’s worth a shot and send an email off to the web guy or girl to add a blog to the website or think about signing up to one of the many blog platforms and ‘have a go’. But before you do, I ask you to think about these points.
You might have heard me talk about The Content Marketing Academy conference recently. I have been helping to get the word out about it. I might have said it’s the most important business event in Scotland. I may have even said that if you’re serious about communicating with your customers you owe it to them. That was all true. It might have felt a bit preachy, though. You could have been wondering, why should I trust you? Especially when it seems I am possessed by some kind of cult.
I know how hard it is to build Facebook reach for a business page. It’s something I have worked very hard on in the past. Like most things worth having, it’s right that it’s difficult and it’s right that you have to do a good job to get results. If it was easy then everyone would be doing it and how would you stand out from your competition?
Understanding how media companies work
Facebook offers a huge opportunity to reach an audience with no cost to entry. For FREE you can start a business page, share content and reach people based on their age, gender, geography, and interests. Facebook, however, is a business. It has to pay salaries and create a profit for its shareholders. Just like yours. It also has a duty to its members to serve content that they find interesting. This is why they regularly change things. Facebook want to offer a better experience to its members, keep members logging in and to encourage interactions. Otherwise, they have no platform at all.
On the 2nd and 3rd June, I will be hanging out at The Content Marketing Academy in Edinburgh. For me – this is the most important business event I will attend this year. More so than trade shows, industry-specific conferences, local conferences and networking events. I am really excited about the next few weeks as the build-up gets going and we all assemble in Edinburgh. In this blog post, I want to share WHY it’s such a key event for me.
In the spirit of full disclosure, I am helping Chris Marr, the founder, organise a few elements of the event. I had bought my ticket long before I offered to do that. It’s an event that I believe holds value for anyone trying to communicate with an audience.
1. I believe in content marketing