Why you should care about content
At a certain level, almost every ordinary “marketing problem” gets accounted for.
Consider web design. If you go with an agency that truly knows their stuff, it’s pretty easy to come out with a polished, aesthetically-pleasing site. Same goes for putting your business in all the places it needs to be for people to find your services (GMB, directories, news sites, chambers, message boards etc.).
What’s easily overlooked, ignored, or patched together is the content you produce. Not just on the site, but at every touchpoint a customer has from the beginning to the end of their journey with you.
In fact, if you go with an talented agency (or hire a clever team of marketers), most of your problems won’t be because your customers can’t find you online, it will be because they haven’t produced the messaging game plan for your customers to eagerly choose to buy from you.
That’s because once most minor problems are accounted for, what’s left are the problems of not having created a holistic content strategy from the start, or of not having a website design that supports the content.
Better, in my opinion, to begin with a focus on the bulk of the stuff that really counts—the strategy, the messaging, etc.—not just what’s going to put you neck and neck with your rivals.