By Deborah Sweeney
The Internet has revolutionized marketing forever. Ads were once expensive, and had to be in your face or no one would pay attention to them. Today, you don’t have to slap potential customers over the head with pictures of your product or slogans in order to get them to recognize your brand. However, you still have to take an active role in advertising, and writing is a great way to do just that. According to HubSpot’s 2013 State of Inbound Marketing report, 82% of marketers surveyed attested to finding new customers through daily blogging. Strong, well-written content will grow your brand, but if you aren’t writing or blogging regularly, consider do it for the following reasons.
Good writing reaches new audiences
The nature of my industry puts me in contact with a lot of other small business owners, and I’m told time and time again that they regularly see my name show up online. I blog with other businesses and outlets whenever I can, even if they aren’t directly connected to my target market, because every blog puts me in front of a new audience. Businesses and owners I never thought of working with have sought me out because I wrote for a popular blog within their industry. Everyone who reads your content becomes aware of your company, and your brand effectively reaches new audiences. As long as you write solid, custom, tailored content, you’ll see a positive response, regardless of where the article gets posted.
Good writing creates PR buzz
PR is great for a new brand. It can be hard breaking into a new market, but with enough PR buzz, you’ll quickly stand out and find new customers poking around online trying to find out more about what you do. The trouble is most PR firms charge an arm and a leg for their services, and don’t always get you much publicity. But if you know how to write, you can do a lot of PR work yourself. Find a cheap or free leads-wire and sign up as a source – you’ll get aggregate lists of journalists looking for people to interview or quote. You’ll be butting up against other people within your industry vying for the same spot, but if you respond with thoughtful answers, you will stand out and be chosen. Again, the more outlets you appear in, the broader your reach, and the more your brand grows.
Good writing builds the author’s, and the business’s reputation
Nothing builds a brand like a solid reputation. A good brand is one potential customers trust implicitly, and when you associate your business with well-written, informative content, you build trust in your brand and your business. Potential customers will seek out and patronize a business they recognize and trust before one that they don’t know anything about. Even if your articles aren’t directly related to the product or service you offer, you are still building your brand and people’s trust in it by associating yourself with good posts.
The path to create and grow a brand may be long, but if you know how to write, you’ll quickly find plenty of great opportunities available to get in front of new markets. Just remember that this kind of marketing feeds off content – you can’t just sit back, occasionally update your Facebook and Twitter feeds, and expect customers to find you from there. You still have actively market your brand if you want it to grow, and your marketing will be much more effective once you start to write well, and write often.
Deborah Sweeney is the CEO of MyCorporation.com. MyCorporation is a leader in online legal filing services for entrepreneurs and businesses, providing start-up bundles that include corporation and LLC formation, registered agent, DBA, and trademark & copyright filing services. MyCorporation does all the work, making the business formation and maintenance quick and painless, so business owners can focus on what they do best. Follow her on Google+ and on Twitter @mycorporation.