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 #10: Content Attracts Business
I probably should have made this Reason #1. As much as I’m sure you enjoy creating content for your business, independent of whether it actually puts dollars in your pocket, let’s be honest—your motivation is attracting business.
Here are a couple of quick stats to keep you motivated:
- 82% of respondents to a recent content marketing survey felt “more positive about a company after reading custom content.”
- 53% of consumers say offering free content they can use is effective for attracting their business.
And now a quick story.
I have been looking for a new stylist for a few months now. I spend, what seems to me like, a lot of money to get my hair cut and colored a few times a year. I want it to be right. So, it has been hard to find someone new.
Yesterday, I found someone who gave me the cut and color I have been looking for for 5 years or more (happy dance!). By the way, I can’t more highly recommend Glen at Arrow Studio in Durham (P.S. if you’re local, I have referral cards to give away). You will have to pry their contact info out of my cold, dead hands.
Seriously. Talk about customer loyalty—they had me at ‘hello’.
How did I find Glen? You ask.
Well, content played a role. I’m not going to lie and say I have been following their blog (I’m not even sure they have a blog). But I did explore the website a few times before I called to make the appointment. I liked what I found there.
- Beautiful, high-resolution photos of the bright and airy salon—especially important for success in the beauty industry.
- Photos of individual team members that show each person’s unique personality.
- Professional copy that tells clients why the stylists at Arrow are a cut-above (pun intended) the rest.
On their About page, they clearly state their philosophy: “We believe hair should be complimentary, wearable, and centered around each client’s personal style.” Love. The owners talk about their experience as stylists in New York City, how they met, and their “vision” for the business. They also emphasize the importance of “trying before you buy.”
It’s clear that they have a passion for what they do and that passion hit me like a breath of fresh air when I walked into the salon yesterday. I wanted to stay there all day and hang out with these interesting, authentic individuals—staff and clientele alike. I wanted to be part of the club.
Translation: they sold me on the entire experience, not just the hair services. Well played!
Content played another role too. Besides hearing about Arrow Studio from a friend (who has fabulous hair, of course), I also read their excellent reviews on Yelp. The reviews that stood out were from people with the same pain point as I had: recently moving to NC, in need of a new stylist, and unhappy with other options.
Arrow could definitely capitalize on these great Yelp reviews by sprinkling testimonials throughout their site.
This is a great example of the power of authenticity and weaving it in throughout your content. When you find your secret sauce and rise above your competition, you shine like a beacon. Kudos, Arrow Studio!
Want to figure out how to punch up your content to attract business? Contact me for a 30-minute consultation. Let’s find your secret sauce!
