Content marketing has surfaced as one of the leading components to an effective digital marketing strategy. Unfortunately, many businesses are still at a loss when it comes to understanding WHY content is such a key ingredient to getting found online and turning more visitors into leads. Following an enlightening discussion with a small business owner, I’ll discuss why a digital marketing strategy needs content to survive in today’s world.
Content as a Ranking Signal in the Search Engines
Here’s the thing about SEO- if you believe where your website ranks in the search engines is simply a matter of technical SEO and link-building, then it’s time for us to have a little sit down.
I’m going to let you in on a secret…
For all the technical talk about SEO, there’s a significant amount of emphasis placed on the content factor as well. In fact, Google recommends that you- as a website owner- keep your website updated with fresh, relevant content that helps answer your visitors’ questions.
Content tells the search engines everything you want searchers to know about your business- from the details explaining your products and services to the geographic markets your company serves. (This is why it is so important to make sure geographic and regional terms are used throughout your website.)
Remember all that talk about keywords and search phrases?
This is where it lives, and where search engines look when deciding whether your website shows up on Page 1 or Page 5 in the search engine results.
Keeping your website fresh with new content is also vital. Blogging has made it possible for everyone and their mother to share their perspective on the web. For better or for worse, the digital highway is getting clogged with more and more information each day, which means you have more voices to compete against when vying for your customer’s attention.
High quality, informative, and engaging content that answers your customers’ questions will help you stand out from the crowd, and drive more targeted traffic to your website.
Content as the Answer to Your Customers’ Questions
“After learning nothing about my lawyer through his website, I could just sense that this guy was an expert and that he was the right person to represent my case!”
Have you ever heard someone say something along these lines? Of course not!
Convenience and self-assurance are two significant quality indicators when people search for a business.
How can you be more convenient? Answer customer questions on your website, where they can be accessed 24/7.
How can you assure people they’re making the right decision when contacting your business? Give them enough information about your skills, knowledge, and expertise to prove that you can solve their problem!
Your customers crave as much information as possible to help them make a decision. The more information they have, the more secure they feel about knowing their options.
Fortunately, the web is an excellent platform to share information with potential customers. It is an “always on, always available” channel for people to learn about you and your business.
When it comes to your website, you need to be as transparent as possible when describing your product, service and expertise.
There will always be some information that’s more appropriate for a consultation or one-on-one meeting, but the content on your website is what can persuade visitors to make that next step and contact your business.
Content as the Gateway to Social Traffic
People love to share great information, tips, and resources with their friends. Of course, they’re more likely to share that content if it resonates with them and adds value to their own situation.
But they can’t share what’s not there!
When you start producing relevant content in the form of blog articles, short videos, infographics, SlideShares, etc., you’re building an arsenal of information that your website visitors are able to share with their social media networks. Once they’ve shared this information, your name enters the discussion and gets in front of a new group of potential customers.
How’s Your Content Strategy Looking?
Content marketing is an intense, long-term oriented strategy to helping you get more business. Don’t feel overwhelmed. This is a marathon- not a sprint.
When you’re ready to find out what type of content strategy your website needs to make your business grow, give us a call or schedule a no-obligation consultation.