Free Marketing: 101 Low and No-Cost Ways to Grow Your Business, Online and Off

CHAPTER 4

USE YOUR EXPERT KNOWLEDGE TO CREATE CUSTOMER-ATTRACTING CONTENT

Your business's reputation is not only dependent on the quality of your products and services, but also on the quality of the content that you are able to create and freely distribute online. No matter what your product or service is, you must start creating informative, educational, or entertaining content.

Throughout this book I address in greater detail both the importance of creating content and various ways to go about doing it in simple and free or virtually free ways.

Behind every purchase is a decision. Behind every decision is information. He who has the best information distributed in the most creative ways wins.

You might be asking why I have included a chapter about content creation in the section of the book that's supposed to be about online reputation. I'm including it here because your reputation is determined by a new level of expectations that your prospects have.

Your prospects want:

• More from you with less effort on their part.
• Someone to educate them on the best decisions possible, without any selfish motivations, even if it means sending them to a competitor at times.
• To know that they are working with an expert, as evidenced by a large following of consumers eagerly taking in your content.
• To feel like they have a degree of influence over the content and services they have available to them. They want interaction with you.
• The right information at the right time handed to them. ...