Why your content is the best investment you can make in your business

by | 11 May 2022 | Content Strategy, Content Writing, Thought Leadership

Is content marketing worth it?

When you’re busy running your service business and juggling all the things, working on your own content can feel like just another thing on your to-do list.

While you know it’s important to be visible and creating content is something you *should* be doing, you might find it hard to prioritise it among all the other things you’ve got going on (like serving your clients!).

And if you’re not seeing immediate results, you might even be wondering:

Is content marketing really worth it?

Well, I’m here to tell you that YES – your content is definitely worth the time and effort.

In fact, I believe it’s the best investment you can make in your business.

And here’s why:

1. It helps establish you as a trusted authority in your industry

If you’re a coach, consultant or service provider who’s marketing yourself online, building trust with your audience is one of the most important things you can do.

Because whether you’re offering a 1:1 service, a course, a digital product or a group program, YOU are your brand, and people need to trust you before they’ll hire you or buy the thing you’re selling.

There are lots of ways you can build trust with your audience, like:

  • sharing client reviews and testimonials
  • collaborating with other industry leaders or trusted figures
  • displaying your qualifications and credentials
  • being responsive, honest and transparent in all of your communications.

But one of the BEST ways is to share content that showcases your expertise and provides the information that people are seeking.

When you do this, you show your ideal clients that you understand what their problems are and that you have the knowledge and experience to help solve them.

Sharing stories and examples from your own experiences can also help your audience feel like they ‘know’ you, even before they meet you or have a conversation with you.

Related: How to build authority and trust with your content  

2. It helps you reach more of your ideal clients

Before you can build trust with your ideal clients though, they need to be aware of you.

And sharing valuable content is a great way to get the attention of the people you want to work with and who are looking for the services you offer.

For example, you can:

  • write blogs that answer the questions your ideal clients have, and optimise them for strategic keywords so they’re more likely to get found
  • use hashtags in your social media captions so you can reach more people who are interested in the topics you talk about and services you offer
  • write guest posts or articles for sites or publications or appear on podcasts that are popular with your target market

You can also combine the power of paid advertising and content marketing to grow your audience faster.

For example, you could create a lead magnet and run a Facebook Ads campaign to increase the chances of your target audience actually seeing it.

By offering something of value, you tend to get a better result (i.e. more qualified leads) than if you run an ad that simply promotes your services.

3. It moves people towards working with you

While it would be nice if your ideal clients became aware of you and BAM, they signed up to work with you, the truth is that different people will be at different stages of the buyer’s journey.

Some will simply be gathering information or trying to work out if what you offer is actually what they need to solve their problems.

Others will be action-takers who already know what they need and are just looking for that final reassurance that you’re the person who can give it to them.

Your content provides the path that helps them move through this journey and leads them towards working with you.

And this is why being strategic with your content is really important.

Because while your lead magnet and ‘how to’ type content are a great way to attract your ideal client by giving them the information they want to know, they also need to know how your service(s) will help them achieve their goals, and what it’s like to work with you.

This means creating content that:

  • addresses key objections your ideal clients might have about the services you offer and what’s possible for them
  • shows the results your clients have achieved from working with you
  • goes behind the scenes so people know who they’ll actually be working with

By creating content that targets different stages of the buyer’s journey, you’ll be able to meet your audience where they’re at and gently guide them towards working with you.

And even if someone isn’t ready to buy your services now, you’ll be top of mind when they’re ready to take the next step.

4. It gives you confidence and clarity about what you offer

When you’ve spent years building your knowledge and expertise in a particular area, it’s easy to forget just how much you know.

You forget that what might seem basic or second nature to you is actually incredibly valuable information to someone else.

And the beautiful thing about developing your own content is that it forces you to really think about what you know and believe about your area of expertise and how this can help your clients.

As well as showing you that you actually know more than you think you do, this also gives you a lot more confidence and clarity about the value you offer.

It’s something I’ve seen time and time again with the clients I work with, and something I’ve experienced myself too.

Because when you explore your thoughts and beliefs about certain topics, this helps you to clarify your unique messages and identify what makes you different from your competitors.

And once you know this, it makes it SO much easier to show up and stand out and attract your perfect-fit clients.

5. Your future business will thank you for it

The final (and, in my opinion, biggest) reason why your content is the best investment you can make in your business is that if used wisely, it will continue to deliver benefits long after you create it.

Blog articles that are optimised for strategic keywords will continue to attract leads to your website for months and even years after you publish them.

The evergreen blogs, videos and social posts that you create today can be repurposed and reshared in future, which will save you a LOT of time and make it easier for you to outsource parts of your content creation as you grow and scale.

You can even use your content as the basis for your future courses, programs and digital products – the possibilities are endless.

While it definitely takes some time and effort, when you create quality content for your business, you’re building valuable assets that will continue to serve you for years to come.

Want to feel more clear and confident when it comes to your content? Then my Content Kickstarter Session might be perfect for you. You’ll receive a customised 90-day content plan, as well as a list of recommendations that you can implement straight away.