Creating new and relevant content is important for self storage facilities because it helps them become more visible to potential customers online. It also helps storage operators show expertise in their field while building stronger connections with website visitors. But because content is so valuable, it’s confused many marketers into thinking that quantity is more important than quality, and that’s certainly not the case.
Too often, quantity is the focus of content marketing. While having lots of content on your storage facility’s website is good since it means there’s more for potential customers to find online, if it’s created in a hurry without much thought of audience and quality, it’s not going to help achieve your goals.
Taking the time to create quality content that provides true value is the only way to see returns. While it might seem tempting to just start blogging right away, focusing on quality pays off in the long run.
If you’re ready to start content marketing, remember that you need to have a purpose for your content, write for your consumers, and always have quality (not quantity) on your mind.
Establishing Purpose
For any self storage operator looking to create quality content, understanding the purpose of that content is the first step. Determining what you want to share, who you want to share it with, and why it matters is a good start. With these things in mind, you’ll have content with better direction that will lead to higher quality pieces.
Writing for the Customer
Being around self storage every day, it’s easy to forget that the customer doesn’t understand the things you know, specifically how the industry works and what options they have. When creating new content, put yourself in their shoes. It’ll change the type of information you share and how you share it. This is for the better. Simple, informative content helps consumers understand self storage better—and when they get it from you, they’ll see you as the expert source that can help them with all of their storage needs.
Maintaining Quality
Think about the overall quality of the writing you’ve done. Bad grammar, sloppy organization, and a confusing voice are all things that remove credibility from your content. This means your content won’t be viewed as an authoritative and trustworthy source of information.
In order to see the best return on content marketing, self storage operators need to be sure they’re focused on creating quality content, not just pumping out new content for the sake of having content.
