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From core pages to videos, each component can enhance the story you tell - meaning it’s crucial that your approach to content should be clear and sincere.

Approach to Content

It’s been said before and it will be said again, “content is king”. And its king for a good reason. Your content has the capability to tell the full story of your business. What do you stand for? Why should a person choose you? What makes you different from the competition? Do you really want to help your customers is your own bottom line your driving force? From your website and core pages to videos and keyword selection, each component can enhance the story you tell. This is why it’s crucial that your approach to content should be clear in how you help your customers solve their own problems.

Your Authentic Messaging

Today’s small businesses need to think about telling their own authentic stories in ways that match their own internal values. These stories must also be about your clients – not about how great your business is. Remember, you are not the hero for your customers, they are their own heroes in their own story, you are Yoda helping them “use the force”. These stories must utilize language and ideals that resonate with your ideal client. That’s because when you try to target everyone through marketing campaigns, more likely than not, you’re not going to reach or engage with anyone. Remember that your clients are people with individualized experiences. A surgeon is going to have different needs and motivators than a mom with 4 young kids. You need to speak with them as the individuals they are.

Other factors you need to consider in regard to your content include keeping it locally focused, storing your content on specific hub pages, the power of video, and a local keyword strategy. You want to make sure you’re creating content that can actually help your customers. Don’t just use a keyword and jargon to make a sale. Consumers today are smarter than that and will see right through that flimsy strategy. For a deeper dive into developing your own content, click here.

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