Content is king.

Are you customers reading about you or your competitors?

As average Australians, we are spending more and more time each day on-line. We can't get enough of our smartphones! So when your customers (or prospective) customers are hanging out online, are they hanging out with you?

The stuff that gets viewed, shared, liked, read, consumed, and commented on is called content. Content can be:

• Text
• Video
• Audio
• Articles
• Links
• Funny
• Serious
• Interesting
• Pushy
• Attractive
• Cheesy
• Rude

I'm sure you get the point. It can be ANYTHING.

So why is it so important for business?

As small business owners we have gone through a phase of realising we need to get online, to getting online and fumbling about, and now starting to really understand the real results that can come from having a great online presence. Let's face it - entire industries have been turned on their heads, new companies invented, new jobs created and economies affected. Depending where you sit, one can argue that this change has been positive or negative, but one can not argue about the translation into real life, cash in the bank type results. One of the largest accommodation providers does not own any beds (AirBnB) and one of the largest transportation providers does not own any vehicles (Uber). Granted, you probably haven't got Uber-style goals in your business plan (of course if you do - good luck!), but for the rest of us, the lessons are just as applicable.

By moving out of "selling" mode and into "content" mode, as business owners, we can position our brands as the experts in the industry. We can build our credibility and demonstrate not just what we do in business, but how we do it. It's our how that sets us apart - so why not show it off? Gone are the days that showing off will get you far in business. (This is not the 80s and we are not in corporate America). But by adopting some concepts from storytellers we can create content that our customers and prospective customers will want to consume. Great content will tell a story, it will bring your target marketing on a journey. The same way great movies and books do. They take you on the journey of the story. A great content marketing strategy will take your audience on the journey of your business.

Here are my top tips for utilising a content marketing strategy for business:

1. Have a plan. If there are key topics you want to be known for, start with these.
2. Think multi-channel. People like to consume different content on different channels, so check out Facebook, Instagram, Pinterest, Google+, You Tube, Snapchat, Linked In, Twitter and more. Hang out where your customers are hanging out.
3. Write. Consider a blog on your website (like this one!), articles on Linked In, writing for other sites and other ways to get your message out there.
4. Don't sell. Just don't. There are very few times when selling is acceptable within content. Don't go there until you're a pro. Even then - I'm still questioning if it's the best approach. Keep your advertising separate from your content creation. Yes, they need to dovetail and work together, but don't confuse them.
5. Be clear on your objectives. Creating and curating content can be great for search engine optimisation (SEO), but don't make this your only goal. Engaging with your customers and prospective customers, and demonstrating your credibility should be your goal. SEO should be the by-product. I think SEO is important, don't get me wrong. But I have seen businesses erode their brand and their business just to get a higher google ranking. Sure, more people might click on your offer, but will they like what they see?
6. Don't sell. Re-read number 4.
7. Share. Great content marketing isn't just about creating content, it is also about sharing other content. This is called content curation. Give it a go. Remember that your brand will have a bit of rub off with the brand you are sharing, so be careful what you share. Make sure it is aligned with your values.
8. Mimic those who you love. Find a big brand who does it really well and mimic their on-line behaviour. I don't mean copy it! I want you to ask yourself "How can I make that approach work for me?". The best brands to mimic are not in your industry. I absolutely LOVE Xero. I think they are a real content marketing success story. I have loved their business advice, loved their branding, love how they have demonstrated their credibility online and now I am a paying customer. Check out Xero for best practice.
9. Refine. Write your plans in whiteboard marker so they can be changed. Read the analytics and move where your customers need you to be.
10. Measure. Don't get caught up on Facebook likes. Measure the right things. This will be different for every business. But in the long term, the key measure is money in the bank. Don't take your eye off the ball.

​Cash has always been king in business. It is always about the flow of the cash. Now, equally as important is content. They go hand in hand. Or crown in crown maybe? I'm getting carried away, but you get the point. It's important!​