“Content is King” was a term used by Bill Gates in 1996 to describe how the internet would become a platform for businesses to make money. It remains true today, and content in the floral industry has become an important marketing tool.
Having good and creative content is a great way to engage with your customers. This is especially true in the floral industry. Good and creative content helps build your brand, build trust in your business, spread positive reviews, and promote your business to new customers.
SEO (Search Engine Optimization) friendly content will help your website rank higher in internet searches. SEO works on “keywords” that your customers will search for—for example, “Florists in Chicago”, “Flower Growers”, or “Flower Distributors in Manhattan.” Put these words in your blogs, articles, and webpages, and watch your website climb the ranks. This is a powerful marketing tool that will promote your business to potential new customers.
Notice how we have used the words “good and creative content”? If you want to achieve benefits from content, you need to make sure it is good. Otherwise, your readers won’t be interested.
But how do you create good content? Read below to find out more.
There is no “one-size-fits-all” approach to producing great content for your business. But there are some things you should consider to help you make great content.
Think about what makes you or your business unique. Why do your customers choose you over your competitors? You should use your content to sing and dance about this. If you are a farm that only uses sustainable methods, ensure this comes across in your content. If you are a distributor and you only work with the best farmers, tell your readers. Your aim should be to leave the reader with no doubts over what makes you great at what you do.
Language and structure are crucial. Avoid using overly long sentences, hard-to-understand words, and lengthy paragraphs. Keep your readers engaged throughout your articles and posts. Use headings and subheadings. Vary the length of your sentences and paragraphs to capture your reader. End with a “call to action,” which encourages your customers to sign up or purchase your goods.
Keep videos short. Videos can add a human touch to your content. It can help your customers know about the people behind the brand. But keep it professional and keep it short.
Take your time. If you are just beginning your content journey, don’t think you can write hundreds of articles or blog posts a month. Take your time and make sure the content is right for you and your customers. If you rush things, you might make mistakes, and content full of grammatical errors and typos isn’t a good look for you or your business.
With content, quantity is just as important as quality. This is especially true of social media content. Post too often, and your followers will be overwhelmed. At worst, they might even think you are a spammer.
But post too little, and you might get forgotten about. We’ve all seen those social media pages of companies that haven’t posted in a couple of years, and your first thought is, “Are they still in business?” You don’t want customers to think that about your business.
Content is king for the floral industry and all industries. It can help you build relationships with your customers, build your brand, and secure new customers. But caution is advised. Poor content can actually have a negative effect and turn your customers away. Use some of our tips above to help you navigate a path to great content!