When was the last time you updated your site’s existing content? For SEO, content matters more today than it ever has. One of the fastest ways to end up never found in searches is by ignoring your website’s content. Mediocre content continues to saturate the internet, so businesses must work hard to ensure their content is updated and relevant to their intended audience.
Create a budget for a content strategy and commit resources to update your blog posts.
Did you know 82% of consumers feel more positive about a brand after reading content that interests them?
Understanding the three key ways content plays a role in building your brand will help you build a strong website content strategy.
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 establishing credibility and relevance.
2. Quality Content Helps Improve Your Rankings on Search Engines
Good content improves your chances of being found online. To rank on search engines, you need to have fresh content that is relevant to your audience. Update your existing content regularly. Contrary to popular belief, you should focus on crafting content that puts audiences first rather than search engines. Google indexes your page based on many things, including the content quality, keywords, and the relevancy of a page’s semantic relevance and backlinks to credible websites.
The added bonus of producing your content with credibility is that you will provide more value for your visitors. This exercise ensures that you create content based on your prospective customers’ wants. This ultimately results in content that answers their questions, making them more likely to convert as customers.
3.Vistors 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 toward a purchase. In fact, all content and pages on your website should increase the rate and volume visitors convert to a specific goal, such as purchasing a product or completing an inquiry form. Strategizing how users will move through your website is key to guiding them through this sales funnel.
4. It Helps You to Understand Your Audience as Consumers
Conversely, a website has multiple points of ‘conversion’ that don’t explicitly lead to a sale or a lead. By monitoring your audience’s engagement, 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 implement a strategy to cater to these key elements, you will take your content from just informative to insightful, giving you an edge over 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 your products and services.