With so much to think about in terms of running and marketing your business, you may believe you don't have time to bother with content.
There's a reason they say that "content is king," though.
The importance of content on your website should not be underestimated. But why is content important?
There are a number of reasons. We'll look at seven of them here.
1. Builds Relationships to Improve Conversions
How often do you interact with your audience? If you said "never," that's a problem.
Creating content is a great way to do this. You can answer their questions and interact with them in a way where you create value, but take nothing in return. It's a win-win for your audience and the potential customers who populate it.
They read your content in the right place and at the right time, and it creates a positive association with your business. The more quality content they see, the more likely they are to trust you. And this influences conversions.
When you post consistent and high-quality content, it gives your audience the information they want in order to make an educated decision about purchasing. Just be sure to always include a CTA (call to action) so they know what to do next.
2. Showcases You As an Authority
Gave you ever gone to a website to get more information about a product you're interested in buying? How frustrating is it when you can't find anything about the product? Instead, there's just a lot of ad copy hyping the product.
Each time you publish a new blog post or another piece of content, it's a testament to what you know about the industry and the challenges it faces. Consumers like this. It lets them know they're dealing with experts.
Furthermore, when it comes time to make a purchase, they're likely to remember how your brand gave them the information they needed rather than just doing the hard sell. They'll find additional comfort in knowing you have the expertise to troubleshoot issues and answer questions.
3. Differentiates You from the Competition
There's content - and there's quality content.
Obviously, the internet is weighted down with millions of pages of useless content. Some of this might be coming from your competitors.
If you're lucky, your competitors haven't discovered the magic of content marketing yet. This will give you the advantage to stand out and differentiate yourself.
But if they are active with content, then analyze their campaigns to see where they're excelling and where they're weak. Then give your audience something more valuable and informative. Fill in any content gaps.
Consumers using Google or Facebook - and that's a vast majority of them - can easily identify brands that go the extra distance for their customers by giving them valuable content.
4. Generates Leads Through CTAs
We earlier mentioned the importance of a CTA at the end of your content. But you can really place it anywhere. In fact, placing CTAs directly in your content can generate new leads for your sales team.
Basically, you want your content to guide users to your landing page. So you create content chock full of useful and free information that delights the visitor. Throughout the content - be it inline, in the hero, on the side panel, etc. - you include a compelling call-to-action.
If they're already enjoying the content, they'll be more inclined to click on your CTA and end up on your landing page.
5. Helps You Better Understand Your Customers
How well do you understand your customers? If you haven't done the research to identify your target audience, you're missing the boat. You need to develop buyer personas in order to target them with content that will appeal to them.
Then you'll want to measure the effectiveness of your content marketing campaigns. What do your customers "like" and, perhaps more importantly, what do they "dislike"?
Once you gather all of this information, you'll be able to create customer profiles and address your audience on all channels. The end game? An optimized content marketing campaign that delivers better results.
6. Increases Social Media Traction
Whatever your views of social media, it's an important part of your digital marketing strategy. And you want to be able to promote your business using as many online marketing channels as possible.
To generate good results, you need high-quality content that is relevant to your target audience for those channels.
If you want your social media campaigns to generate engagement, followers, likes, and shares - and you do - then you need content that will inform, entertain, and even entice your audience.
Otherwise, it's just more noise.
7. Improves Your Search Engine Optimization (SEO)
This factor's position at #7 is by no means a reflection of its lack of importance. In fact, improving SEO is a huge benefit.
SEO plays a crucial part in increasing visibility for your company on the internet. Thus, the sheer importance of content marketing becomes all the more obvious when you recognize its role in improving SEO. It all comes down to optimized and quality content.
It's a fairly simple concept really. The more content you have on your site, the more pages you have. And the more pages you have, the more a search engine has to index and offer up to users.
More pages, however, does not necessarily equate to higher traffic. But it does give your brand more chances to rank for keywords. For example, if you have a blog that's loaded with articles relevant to your target audience, it's going to give you more opportunity to rank for the keywords that the target users are searching for.
Another big plus with quality content is its ability to keep visitors from bouncing too quickly. So the more content you have, the more likely they are to stay on your site. And Google rewards sites that have higher on-site time because they assume it means you provide valuable content.
All of this positively impacts your SEO.
You Now Know Why Is Content Important
Are you ready to start capturing your audience's attention, reinforcing your brand, and create a positive experience for your potential customers so they'll keep coming back?
Then contact us to schedule a free consultation. We'll demonstrate the answer to the question, "Why is content important?".