Content marketing is an extremely effective way of obtaining and keeping a share of the market. Creating insightful original content should be an integral part of every business’s practice. After all, this is the way you get a chance to speak to your audiences. We are already on the same page when it comes to the importance of communication. It only comes naturally to be careful about what it is you are communicating across. This is not necessarily referring to things that are negative. It also includes all things which could be perceived as negative such as scarce or dull content. Here is how to improve your website’s content.
Quantity…
There are few things less irritating than a website with very little information about the products or services a business promotes. In fact, this applies to all, commercial and non-commercial websites. If a user does not know why they clicked to come to a page in the first place they will get impatient. When this is the case, it is almost better not to have a website at all, than have too few details shared on it.
… vs Quality
Now, the amount of the content certainly does matter, but it does not matter more than the quality. You need to bear in mind that the quality will be judged by your users, and by the search engines you are optimizing for. Pace yourself. Make sure you produce new content frequently. There should always be that type of activity on your website, but do not post too much at one time. If you focus on the quality of your content, posting a lot of your work at once leads to some of it going unnoticed. This would really be a waste.
Engage your audiences
Apart from having an attractive title and a well-optimized text based on SEO criteria which will get the viewers to your page, you need to find a way of keeping them on the page. A high click-through rate is favored by search engines, and it is also a good indicator that a visit may be converted into sales as it directly shows that the visitor took interest in what you had to say and offer. Apart from sales, the genuine interest may also lead to referrals. Your content may be shared with those the user find would benefit from it.
Building trust
For the sake of the argument, we will say that the main purpose of your website is to sell a product through an online store. The purpose of the descriptions, and visuals of what you are selling is not to list your offer but to present it to the potential buyer. Remember, they do not have the opportunity to touch or use the product before they buy it.
This is why you should be very detailed on what you are selling and let them imagine it. Give them answers to questions you think they would have asked if they had the opportunity. Even though this issue may be decreasing with time, there are a lot of people who are still very skeptical and thus reluctant to shop online. If you do your best to relive their doubts, you will be one step closer to closing the sale.
Building your brand
Producing original content which addresses the issues of your website visitors, offers interesting outtakes and updates from the industry, and industry-related topics helps you build credibility with your consumers, or in this case visitors. This is the way you can send your attitude across, but most importantly interact with your target audience. If you have a way of frequently communicating with them, answering their questions, and helping them build their knowledge, they will perceive you as an authority for a certain subject, and you will be able to influence their lives.
Reaching far and beyond
Out of all digital marketing components, content is the one easiest to distribute. Regardless of the type of content you are creating, you can always find an appropriate channel to pitch that content. That way you will have a way of reaching greater audiences. What you need to pay attention to is to stay consistent with your message and stick to a selection of topics. It is quite all right to have opinions on a variety of subjects, but as a business, you need to learn to maintain focus, stick to your expertise and only a selected number of subjects at one time.
Sourcing inbound leads
Inbound leads are the purest form of leads a business can hope for. These are the viewers who made a decision to approach you and eventually become your consumers. If you can engage an “outsider” with your content, they might take more interest in what you have to say, and eventually in what it is that you do and promote. They will start believing you through your content and consequently start believing in your solutions.
Important role
Large enterprises usually have people who focus on producing their content. They pay attention to every little detail in communication. Smaller businesses often try to do it themselves which is not always the best thing to do. If you are willing to accept a contributor’s work, make sure you are on the same page. You don’t want them to have a negative impact on your brand.
As an expert in what you do, you may be the best person to talk to your audiences from the professional side, but you need to look for assistance regarding the overall strategy on where to publish the content, how to talk to certain audience groups and how to stay consistent.
