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Marketing serves one main purpose: to drive prospective clients or customers to your product or service. An excellent digital flier, email blasts and other forms of online and print marketing are all valuable marketing assets, but they don’t amount to much if there is nothing to engage the sales lead when they’ve come across your business. A blank page offering little to no information about what you do or why you do it is going to turn sales away. For this reason, it is of the utmost importance to cultivate high-quality, engaging and relevant content for your customer base to view.
Understanding Content Marketing
Sometimes called “inbound marketing,” content marketing is successful when you have insightful and interesting content that your potential customers will enjoy or find useful. Have you ever been to a service provider’s page and found articles and blogs that inform you about their industry? This is the kind of content that this arm of your marketing scheme should focus on.
Why is this type of marketing so valuable? Read on to discover some very solid reasons to incorporate content marketing into your business.
Having informative, engaging and insightful content generates a great impression upon visitors. A website that provides information is immediately more credible than one that doesn’t – because it makes you look like an expert in your field! The creation of high-quality content shows sales leads (whom you hope to turn into loyal customers) that you know your industry and that you care to impart that same information onto your viewers. There are many case study examples here that show the true value of content marketing.
In addition to building credibility with your viewership, traffic-driving content also leaves a great impression onto search engines – which is what anybody who’s marketing a website should be concerned about. You want your page to show up at the top of the search results, right? To accomplish this, your website must rank in the search engine’s database based on several criteria. For example, Google implements the EAT principle, which assesses websites based on:
Engaging website content commits to informing the lead at every step along the route to becoming a purchase – or “website conversion.” From those who just found your site’s landing page to those who are seriously weighing the option of purchasing one of your products or services, you want to assure the customer that they are making the right choice at every step along the way. Well-written product and service pages are important parts of this ongoing marketing effort.
When writing content such as this, it is important to remain informative without being dull. Sure, a very business-like and technical description might appeal to some users, but most prospective consumers would rather see the information they need written in plain English with minimal technical jargon. One of the first things that you should concern yourself with is to know who you are writing this content for. Who is most likely to buy from you? What does your existing customer pool look like? When you understand the audience that you’re trying to reach, you will be able to most effectively produce content that they will want to read.
Have you ever come upon a link to a landing page when browsing Facebook, perhaps for a business that relates to the work you do or is relevant to people in your area? Clicking on these links takes you to the landing page of the website, where you can learn more about the products or services being provided by the business. That is, unless the landing page isn’t helpful or entertaining – then you click the “back” button, don’t you?
Social media is a marketing force that more businesses are utilizing more than ever, with new businesses entering the social media game every single day. High-quality content will encourage more users to click the “like” and “share” buttons, thus boosting your signal – and reputation – in the online sphere. Connecting to social media users with a page that links to important content that’s representative of your brand is essential to using this platform to increase sales.
Additionally, having landing pages with high-quality content will also drive up the success of your email campaigning efforts by increasing email open rates and encouraging recipients to engage with you via email.
Content marketing is a valuable part of a business’ website and shouldn’t be disregarded. While appealing ads might get people clicking onto your link, shiny graphics and snappy taglines aren’t going to motivate a lead to become a sale. Interesting and engaging content, on the other hand, will.
Lindsay Shearer is a Global SEO Expert, Author & Speaker. She travels all over the world coaching brands and businesses on SEO, Online Marketing, Venture Capital & Angel Investing and helping brands grow tremendously. You can check out more about her at https://lindsayshearer.com, and https://marketingfunnelbreakdown.com. Lindsay & Will Robins Co-host a Podcast called Marketing Funnel Breakdown that talks about everything SEO & Online Marketing.