Around 73% of companies invest in visual design to help their brand stand out from competitors. If you have done the same and chosen your own WP theme, then you may be excited about publishing your work online. There is no doubt that choosing themes that fit in style, colour, and layout will help people stay on your site. After all, around 66% of people prefer to view beautifully designed websites if they have a few minutes to spare. However, if you are a business wishing to survive and succeed in competitive times, then you will need to back your visual design with good content — the kind that is entertaining, informative, or current enough to make your site worth visiting many times over or even daily.
Great Content Fosters Growth
Research by Aberdeen shows that content marketing leaders bring in a 7.8x time higher year-on-year growth compared to followers. In order to establish a reputation for creating quality content, you need to prioritize a content strategy that includes aspects such as continual measurement of efficiency, leveraging good ideas and topics across multiple media (including blogs, websites, and social media networks), and providing useful information, advice, or entertainment. Quality content does not centre on your products and services but rather, delves into industry-specific topics that non-clients can enjoy equally.
Content Marketing Generates Leads
Content is one of the most efficient ways to guide an audience to a landing page. Because it does not per se sell your products and services, but rather, aims at connecting with your reader’s interests or desire for information, it can prompt them to click on your call to action and discover additional content. Content marketing is, in this sense, more organic than traditional advertising, which is clearly aimed at making a sale. Lead generation may not result in an automatic conversion, but it can keep your audience loyal and eventually spark an interest in what you are selling. In other words, not all conversions have to be immediate.
Adapting to a Ubiquitously Connected Audience
Pew Research indicates that around 26% of adults in the U.S. are almost always online and 77% of adults use the Internet daily. This means that if once, the only way to reach an audience was via traditional means of advertising such as print and television, today, honing your online strategy should be a major priority. If your company does have a print magazine or newsletter your clients enjoy, definitely continue with print marketing. However, adding online strategies into the mix will benefit you in two ways: it will help you reach a wider audience while costing significantly less.
Making Big Savings
Research by DemandMetric shows that content marketing costs around 62% less than traditional advertising yet generates up to three times more leads. Investing in influencer marketing for content can also bring in big rewards. Big Commerce reports that around 7% of companies plan to invest over a million dollars in influencer marketing this year but even 15% of companies with budgets as low as $1,000 and below invested in influencer marketing last year.
Once you become adept at creating consistent quality content, you begin establishing your business as an authority in the subject you are covering. The more credible, useful, and industry-specific your content is, the more likely you are to rank highly in search engines. To boost authority, make sure you use respected sources to back claims and assertions. Create synergies with other content creators, agreeing to share a specific number of articles, blog posts, or general texts per week or month. Doing so will give your partners a chance to choose from more than one type of content, enabling them to select the text that will resonate strongly with their readers while attracting the latter to your site, blog, or social media pages.
Improving Your SEO
Google’s new algorithms clearly favour top-quality content. Businesses wishing to rank highly need to provide authentically useful or entertaining content, instead of simply stuffing text with keywords. Creating quality content consistently will require an investment of time and money. For instance, part of your monthly offering may include content from an expert in the industry or content written by professional writers. This will mean setting aside part of your marketing budget for external providers. However, it is an investment that will pay off if their content receives likes, views, and shares. Moreover, those who already have a good following on their blogs or social media sites have the ability to bring in a much larger group to your site or social media channels than fledgeling writers or creators.
Getting Your Style Right
The style of your writing should reflect your brand and your values and ethos. It should also cater to the language abilities and preferences of your target audience. If you already have a marketing team, ask members to write a blog or post for your social media sites and allow others to give feedback regarding the content and style. Content creation and advertising differ; copywriters often fetch large sums for their work as their aim is to make direct sales through clever word usage. Content writers essentially have to write in plain English, write in an entertaining or informative manner and connect with their market. Some of the most popular content involves one-liners accompanying beautiful photographs – this is the case for travel blogging, for instance. The key is to write snappy, engaging text that gets to the point while sounding personal and knowledgeable all at once.
Consistency is Key
Research by McKinsey & Company shows that offering customers a consistent experience every step of the way helps establish trust with a brand. Consistency is as important in everyday dealings with clients as it is in the content you create. Variety can help keep your audience entertained but they should know what to expect. This is where analytics come in. In order to determine what regular content to post, you should analyze the type of content (subject matter, length, style) that receives the most likes and shares, introducing new elements into the picture once in a while so as to identify new interests. You can also tap into your client’s wishes by asking for feedback and suggestions on the type of content they wish to consume. Use tools such as HubSpot Analytics to track content performance. The latter enables you to analyze how each of your pages is performing and permits filtering via country of specific URL structures. The results enable businesses to focus their marketing campaigns on those generating the most interest.
When it comes to surviving tough times, going digital is one way to reach a larger potential client base. Content, in particular, can play an important role in building your reputation and authority, and in creating lasting relationships with your target market. It can also help generate leads and conversions, though it may take time until you build the trust and influence required for this purpose. In addition to investing in design, you should consider doing the same in a solid writing team that creates the kind of content readers can’t wait to enjoy regularly. Partnering with influencers can set your content apart from that of your competitors. Consistency is an important part of trust-building. Your audience should have a good idea of when and how often you post, so they do not feel ‘abandoned’ when searching for useful or entertaining content covering your sector. Finally, your efforts should be regularly monitored, so you can create a more customized experience for your readers. Doing so will, in turn, highlight the usefulness of particular content at sub-groups of your general readership.