Imagine you’re on a road-trip and you see a sign for a gas station. Outside the store-front, there are ads for cold drinks, homemade deli sandwiches, and they even carry your favorite chips. You’re excited!
You walk in and the shelves are mostly empty. They DON’T have the chips that were on the sign and the deli sandwiches look like they’re a week old.
You walk out without buying anything and you don’t stop there on your way back.
That store doesn’t have enough content (substance) and what they do have is outdated.
Their business won’t grow unless they update their content.
The stores needs to have FULL shelves, FRESH sandwiches, and they either need to take down the ice cream sign or stock that shit back up.
You wouldn’t eat a stale chip; no one wants to digest “stale” content.
So whether your business is new or you’re a few years in, reviewing and appropriately updating your content will increase your revenue and your impact.
Do you have UGC (user generated content)?
Content like video or text reviews, unboxing, or even podcasts that are generated by users of your product are IN. According to a 2021 survey by Stackla, of over 2,000 consumers across the UK, US, and Australia showed that consumers want more authenticity from brands.
Users are now interested in seeing people like them, using the product or service they want to buy.
Gone are the days of reading consumer report articles.
Welcome to the world of user generated content where buyers don’t want to exit their social media app to figure out if they should buy the thing that’s being advertised to them.
Back to the gas station analogy:
Review your content, through in some UGC, watch them pull over and come inside.