Any small business owner knows that having good quality content is critical to online success, especially now that mediocre content continues to saturate the Internet. Yet many small business owners still aren’t committing their resources to the production of quality content for their own websites. For many, it’s because they just don’t have time, for others it’s because they aren’t sure what kind of content is important to their audience. But considering that 60% of consumers feel more positive about a brand after consuming content from it, investing in good quality content is just as important as investing in quality web design.
Understanding the three key ways content plays a role in building your brand will help you to build a strong content strategy for your website.
1. It Is Often the First Interaction a Prospective Customer Has with Your Brand
When people first visit your website, they use the content they find to assess whether your services are what they need, and decide if you’re a credible business. First impressions matter, so it’s important to make sure your content succinctly and quickly demonstrates key information you want customers to know, and that is also centered on their needs. This is why customer testimonials are so important. Quality content lets you communicate your business’ personality while also establishing your credibility and relevance.
2. Quality Content Helps Improve Your Rankings on Search Engines
Good content improves your chances of being found online. In order to rank on search engines, you need to have fresh content that is relevant to your audience. Contrary to popular belief, you should focus on crafting content that puts audiences first, rather than search engines. Google not only indexes your page based on keywords, but also the relevancy of a page’s semantic relevance and back links to credible websites. The added bonus of producing your content with credibility in mind is that you will end up providing more value for your visitors. This exercise ensures that you are creating content based on what your prospective customers want to know. This ultimately results in content that answers their questions, making them more likely to convert as customer.
3. It Convinces Visitors to Convert to Customers
It’s worth remembering that good content can help you convert visitors into customers. If your website achieves a good first impression with informative content, you can easily nurture your visitors towards a purchase. In fact, all content and pages on your website should have the purpose of increasing the rate and volume that visitors convert to a specific goal, such as purchasing a product or completing an enquiry form. Strategizing how users will move through your website is a key part of guiding them through this sales funnel.
4. It Helps You to Understand Your Audience as Consumers
Conversely, there are multiple points of ‘conversion’ in a website that don’t explicitly lead to a sale or a lead. By monitoring the type of engagement your audience is having, you can better understand how to target them. Mapping out the user pathway informs where to place strategic call to action buttons, relevant to the information they’ve just read. You can set individual analytics based goals on this intended ‘user conversion path’ in your Google Analytics account. And if you find a page isn’t converting, you can simply change it.
When you understand why good content matters and you implement a strategy to cater for these key elements, you will end up taking your content from just informative to insightful, and this will give you an edge on the competition. Good content on your website fosters a strong ongoing relationship with your customers, which goes a long way to establishing your brand beyond the products and services that you offer.