104 Reasons Content Matters: Reason #3: Content Builds Strong Relationships

In this series, I talk about why having quality content matters even in a world that is overly saturated with information, maybe especially in a world that is overly saturated with information. With so much free information, just a Google search away, how do you stand out from your competition? The answer—valuable, original content.

Reason #3: Content Builds Strong Relationships

In my previous post, I compared creating content without a clear picture of your target reader to trying to start a conversation with a complete stranger. The lesson there: great content is the basis for all human interaction.

So, let’s dig a little deeper into this idea. If content starts conversations, it also builds relationships. How?

Let me tell you a quick story.

I tend to be quite impulsive in my buying habits. No one would ever confuse me for a fence-sitter. When I get an idea in my head and decide to purchase something, price almost doesn’t matter. But…I don’t often make snap decisions either.

I read up on people, businesses, services, and products before I make a decision. I might discuss the decision with others I trust too. And none of this doesn’t make me unique. It’s what almost everyone does—but it can be hard for business owners to remember.

I heard somewhere that when a conversation is happening between 2 people, there are really 3 conversations going on simultaneously. There’s the conversation between the 2 people and the 2 internal dialogues going on within each of the people.

It’s useful to approach potential customers with this in mind too.

Don’t assume that you’re building a relationship from scratch. The person you’re talking to already has a lot of information about you, even if you just met. Instead, listen carefully to what she is saying and notice the cues she’s sending you.

This is vital information to have as you figure out what kind of relationship she has already developed with your content. And if you discover your content isn’t representing you the way you want it to and she has the wrong impression. It’s time to consider how to make it sound more like you.

By the time I decide to send you an email or call you, I have already formed a relationship with your website and with my impression of who you are. When I talk to you, I’m basically just looking for you to confirm my decision.

This is great news from a sales perspective! If you’re talking to warm, active leads, your content has already done the hard work of selling your product or service. All you really have to do is put your hand out.

Still, this doesn’t mean my first impression can’t be reversed. The wrong vibe will definitely shut down my first impulse. But the point is your content starts the relationship and it keeps me coming back.

When you give me free content that solves my problems or helps me think more deeply about something, you’ve got my attention and the door is open for strengthening that relationship with me.

Ready to learn more? Want help figuring out how to build strong relationships through blogging and other original content? Contact me to schedule a discovery session and let’s start building those relationships now.