Someone’s creating the content people are searching for, is it you? If you’re creating content regularly, if you post new content on your blog (minimum once a week, but two to five is better, much better), if you share checklists, case studies, guidebooks, and video—then this post isn’t for you. But if you think content creation is overrated, that it doesn’t mean anything in your industry, or the lack of content won’t hurt you. You. Are. Wrong.

What’s the Big Deal about Creating the Content? 

Many articles detail Google’s algorithms and how they affect search, such as this post from Semrush. But here’s the skinny: when you share more good content consistently, Google’s little bots are trained to rank you higher on searches. You know that SEO (Search Engine Optimization) stuff? Remember when it was all about something with long tails? It was kinda like smoke and mirrors back then. Well, forget most of that. It no longer works that way.

I heard someone say the best place to hide a body is on the second page of a Google search. Now, combine this with the fact that most consumers vet organizations on the internet before contacting them directly, and you get the picture. If you don’t create content, you’re most likely not easy to find on the internet, and if you’re not easy to find on an organic search, then folks better know your name. You can forget those organic searches because you’re dead, languishing on page two or three.

Not Convinced Yet? 

Every day millions of people are on the internet searching for answers, such as, “How to do this or that, where’s the nearest and best, what does it look like, and is there a checklist, case study, guidebook, or white paper?” According to this Entrepreneur infographic, “Some 329 million people read blogs each month, and 27 million pieces of content are shared daily.” Nearly 330 million people are looking for answers; if you don’t have them, I guarantee someone does. Who do you think the consumer is most likely to contact when they’re ready to buy?

Still Not Convinced?

A friend lamented another friend’s business that was closing. It was an offset print facility that had been in business for more than 25 years. When the owner was asked why he was going out of business, he said it was because he hadn’t kept up with the internet and consumers were ordering products online from someone else. He was a good businessperson with a good product. He never thought he’d need the internet, content, and social media to survive.

Okay, You’re Convinced, but Where Do You Begin?    

You’re thinking, “I DON’T have time.” Before you close that door read this, How to Create Content When You Don’t Have Time.

I’ll wait while you read; it only takes a minute or two. After reading this post, do you think you may have the time to create content? If so and you need advice, contact me. If not, you have two more options. One—hire a copywriter. Believe me, they can pay for themselves in the long run. Two—hire a marketing firm to create your content. If you’d like a quote on content creation for your organization, I’d be happy to discuss it with you.

 How Can I Help You? 

Let me know if I can offer any help or advice. If this post struck a nerve, you might want to check out my book, How to Stay Ahead of Your Business Blog Forever. The book is full of action plans for you to create a blogging/writing system that works for you.

If you enjoyed this post, you might also like, How to Defeat Writer’s Block.

Photo by Nick Morrison on Unsplash