• Abby Fisher

3 Reasons Why Your Business Can’t Afford to Overlook Web Content - Part 2

Updated: Aug 21, 2020

Advertising Across Multiple Platforms

If you own a business of any size, you know that having an online presence is crucial in today's modern marketplace. In my last post, we discussed how something as simple as adding blog articles and other kinds of web content to your company's home page can help to dramatically expand your audience through the power of search engines. In this article, we'll be focusing on something a little more enticing though: social media.

Let's explore how web content's flexibility can be used to bolster your post count on sites such as Facebook, Twitter, and Instagram, and why this yet another reason why your company can't afford to underestimate the power of web content.

Reason 2: Web Content is Incredibly Versatile

We’ve all heard the saying, “don’t put your eggs in one basket.” This is as true for business owners as it is for the chicken farmer, which is why it’d be foolish to restrict your online outreach to just one platform. If you assign all your eggs to your website, you’ll miss out on the easy visibility and customer interaction that comes with social media. Put all your eggs in your social media accounts, though, and you risk being taken less seriously than brands that have their own websites.

Luckily, the wonders of web content provide you with a hassle-free way to divvy up your eggs between your home page and your social media accounts. This is because it’s incredibly easy to re-purpose and repackage content posted to your site as Facebook, Instagram, or Twitter snippets. In fact, it you really want to keep it simple, this can be done in as little as three steps:

1.) Once you’ve posted a blog update or new content to your site, copy the link and use it to create a new post.
2.) Pick a few attention-grabbing sentences (or even paragraphs) from the article and include it in the body of the post. Remember, our attention-spans tend to be at a minimum when we’re on social media, so keep it as short and sweet as possible!
3.) Pair all this with an eye-catching visual (studies show that tweets with images are 3x more likely to be retweeted¹, and that Facebook posts which include graphics receive more than double the amount of likes, comments, and shares than those that are just text²)!

And… presto! Your content is now set to draw in viewers from both search engines and social media platforms. This incredible versatility is great for boosting your post count, which marketing experts say is crucial when advertising for a business. This is because the more you post, the more chances there are for you to pop up in a customer's newfeed.

Making Yourself Visible to Customers

Let's look at Stella, a soon-to-be empty nester. Her youngest is in their final year of high school, and she's in the market for some senior photos for them. Sure, Stella may have clicked the 'follow' button for your photography business at some point in the past, but if you don't have enough posts that make their way onto her feed, odds are she's likely to overlook you. Update consistently though, and she's bound to catch sight of one of your posts, meaning that you’ll be fresh in her mind when she's finally ready to book that photo session.

But how can you know how much to post on social media? After all, these sites use complex algorithms, and everything from the number of posts you add to the time of day you post will affect your visibility. Luckily though, experts have dug through all the statistics to determine the optimal amount of posts your business should be adding to its social media accounts.

Churning out so many posts on a daily basis may seem exhausting, but using the same content you have on your blog really helps to pad those numbers if you’re struggling to come up with post ideas.

Believe It or Not, Customers Want to Hear From You

Worried that nobody wants to read your content? Well, you might just be surprised at how receptive audiences will be.

Research has shown that businesses with blogs and web content get 97% more links to their website³, and – you guessed it – a vast majority of those shares come from people on social media. Customers are more interested in your business than you realize, even if you're a simple handy-man or a contractor. In 2017, 5 of the 10 most-shared Facebook posts were about DIY projects or practical tips, so don't assume that you can't go viral just because you're not in a "glamorous" profession.

Take Jonathon Tomines, a foot specialist from Toronto, Canada. He spends his days at the office digging out ingrown toe-nails and treating warts, yet he's turned this into a YouTube channel with 757 thousand subscribers and more than 300 million views. Most of his content is the kind of stuff that makes grown adults queasy, and yet by highlighting one of the unique aspects of his profession, he's managed to build a huge name for himself.

Think about a unique, unexpected, or often-overlooked facet of your line of work. Odds are, this is the best kind of material to tap into when sharing content on social media. If you're a plumber, tell stories about the craziest things you've found inside pipes or drains. If you're an appliance repair tech, highlight some of the oldest, still-functioning gadgets that you've discovered your customers refuse to part with. Every company has something about them that makes them interesting, so there’s no reason to feel shy about creating and sharing content that highlights what is special about you.

Hopefully this information has helped to make sense of how web content can be used as a tool for marketing across multiple platforms. Stay turned for part 3 of this series, where we’ll discuss how web content provides you with a chance to display your industry know-how and expertise to customers, or take a look back at part 1, where you can learn about how web content makes it easier for customers to find you via search engine.


1.) Cooper, Belle Beth. "How Twitter’s Expanded Images Increase Clicks, Retweets and Favorites [New Data]." Buffer, www.buffer.com/resources/the-power-of-twitters-new-expanded-images-and-how-to-make-the-most-of-it. Accessed June 19, 2020.

2.) Pinantoan, Adrianes. "How To Massively Boost Your Blog Traffic With These 5 Awesome Image Stats." BuzzSumo, www.buzzsumo.com/blog/how-to-massively-boost-your-blog-traffic-with-these-5-awesome-image-stats/. Accessed June 19, 2020.

3.) Ouellette, Coral. "Ultimate List of Blogging Statistics and Facts (Updated for 2020)." OptInMonster, www.optinmonster.com/blogging-statistics/. Accessed July 19, 2020.

4.) Rayson, Steve. "2017’s Most Shared Facebook Content: Viral Posts, Videos & Articles." BuzzSumo, https://buzzsumo.com/blog/the-most-shared-facebook-content-posts-videos/. Accessed July 20, 2020.

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