“Content is King” is one of the most overused buzzword phrases in marketing, and for a good reason. Nowadays, no business can build a strong online presence without a content strategy in place. Content helps brands attract new customers, build trust, and establish their position as an authority in the industry.
Content creation is a process, and as such, it doesn’t produce overnight results. It takes time for search engines to discover, assess, and rank your content, so patience is key. Once you start gaining momentum, you’ll discover just how powerful content can be for brand awareness and sales.
Curious to learn more about website content creation? Keep reading to learn why it’s important for your business.
What Is Website Content Creation?
Here’s a simple content creation definition: when you produce content, you give your audience a free, valuable source of relevant information. The goal is to attract new customers, keep existing ones, and boost sales.
There are many layers to content and even more data supporting the importance of content creation. For example, 61% of U.S. online consumers will purchase something after reading recommendations on a blog. Small businesses with blogs get 126% more growth and more leads than those without. These are just a couple of statistics that show how important content is for your business success.
Quality Content is Essential for SEO
Search engine optimization (SEO) means optimizing your website content to rank on search engines. For many businesses, this can be challenging because there are rules to follow and one of them is publishing quality content that your audience finds valuable.
Search engines rank this content based on many factors such as keyword quality and density, text formatting, HTML tags, time on page, and quality of links. When you create content, whether it’s written or visual, make sure it fulfills the search intent of the user. Don’t write clickbait headlines or promise miracles and then fail to deliver in the content. Search engines take note of how users interact with your website and content and will rank you accordingly.
Building Brand Awareness
One of the purposes of website content creation is to build brand awareness, especially if you’re a new business. To create buzz around your products, you should build an online presence using quality content such as videos, guides, social media graphics, blog posts, and case studies.
Your branding should be cohesive throughout all channels and pieces of content to make sure users remember you. Paid ads, PR releases, TV commercials or outdoor billboards are not only expensive, but they also don’t guarantee results. With content, you create and control the narrative and build a strong brand image.
Establishing Authority In Your Field
Content, no matter what form it comes in, isn’t just for SEO purposes. It can help you establish your position as an authority in your field. It can also help you narrow down your target market so you can serve them better. This is why content creators should consider specializing in a niche that they have extensive knowledge of.
As a business, you can choose whether to specialize in one niche or offer a wide range of blog posts or videos that are related to your niche. For example, if you own a fitness store, you can publish articles on health and wellness, choosing the right exercises, diet and nutrition, and even weight loss. Then, you can offer guides, videos, visuals, and newsletters with useful tips. This will make them see you as an authority in the fitness niche and trust your advice.
Attracting Your Ideal Customers
A well-crafted content strategy can help businesses attract their ideal customers. If you want to target a specific demographic group, you can tailor your content to fit the audience’s age, location, shopping habits, and lifestyle needs. This way, they’ll feel like you’re directly addressing them and that your products or services will solve their problem.
When planning your creation process, make sure you have content for all your buyer personas for different stages of the marketing funnel. This level of content personalization will build trust with your ideal customers and turn them into loyal brand ambassadors.
Improving Website Conversions
Great content is evergreen and if you use the right keywords and provide value, it can help boost your conversion rate. Nowadays, it’s rare for customers to land on a website for the first time and buy something immediately. They’ll likely need more time to learn about the brand and products, and if they’re convinced, they’ll make a purchasing decision.
In most cases, however, conversions take a long time, but good content can help speed up the process. Blog posts and website pages that talk about the products in more detail can help convince customers to buy. Videos, guides, and even FAQs can be crucial to increasing conversions.
Generating More Leads
Lead generation is the best way to attract potential customers and turn them into paying customers. To capture leads, you need quality content that’ll make prospects give you their email address in exchange for a valuable video, guide, course, case study, or ebook.
This piece of content may be free for the users, but to you, it’s worth access to their inbox. This is where you can start turning cold leads into warm leads, which means helping them with more valuable content and solving their problems. When warm leads know they can trust you and rely on you, they’ll be ready to buy without much convincing. The key player here is content, and the more value you provide, the higher the return on investment it will be.
Content Will Still Be King in 2020!
High-quality content will remain to be one of the main search engine ranking and website conversion factors in 2020. By regularly releasing relevant and valuable content, your audience will make your website the first place they go to when they need information on topics in your field.
Need more website content creation tips? Here are 8 benefits of content marketing that’ll help you take your business to the next level.