I wanted to expand on some ideas presented in a recent post, Rethinking the Small Business Website, focusing on what kinds of content are most effective in small business websites these days.
The entire conversation in marketing is shifting from your company's message to information or offers that provide consumer value. A recent panel at the New England Xpo for Business at Boston concluded that "companies should be thinking more like publishers than salesmen." By providing valuable content across the board, in blogs and social media sites, in advertising, and throughout your Web site, your online presence becomes an asset to your community of followers who become loyal to your brand and are far more likely to purchase your products and services. Here are some things to think about when you consider your online publication and website strategy:
What's the payoff? The real power of Inbound Marketing lies in the power of the referral. If you become a trusted resource, providing valuable, timely, accurate information, your reputation will spread and your business will grow.