If you have just finished developing or redesigning your company website you may wonder, “What is the next step?” The answer is simple: Content.
Designing a beautiful and user-friendly website and leaving it alone the next day is simply not enough. It’s important to keep creating content and adding relevant and curated updates.
Here’s why content is essential for your online business:
1. Content adds value to your website .
Don’t just create content solely devoted to your product or service. Introduce new information to your readers; create content that is informed by consumer insights addressing helpful tips that relate to your target audience.
What you post on your website can help cultivate brand loyalty. It can also define your brand reputation. Don’t forget! Positive customer experiences lead to loyal customers.
2. Content drives qualified search traffic.
“SEO is actually all about content marketing, and vice versa (KISS metrics).” Keywords, titles and descriptions are ranked by search engines. Therefore, your content can increase your rank and set you apart from competitors. First, learn which keywords and phrases your target market is searching for and then incorporate them organically into your content.
3. Content strategy fuels product promotion .
Without “hard sell” product promotion (which customers are turned off by) you can use your content in a subtle way to promote your brand and offerings. Creating a content schedule to align with key promotional activities and marketing tactics is a great way to boost your marketing dollars.
Decide on the type of content you want to include on your website, then create a content schedule and use social media management tools like Buffer to automate distribution. Curate useful resources from other complimentary sites to boost traffic to your site as well.
4. Content engages readers.
Let’s not forget that the whole point of creating a website is to move products and services. Your website is a direct selling distribution channel. Your content acts as a facilitator within the marketing process and should engage and benefit your readers.
Use your content to engage readers and build relationships. Content is a form of communication that can build the know, like, and trust factor; establishing your company as a reputable brand. Make sure your content is not solely promotional. It should educate, inform and entertain your customers.
5. Content yields more traffic, and more opportunities.
Every visitor that arrives on your site represents an opportunity for you to make a lasting impression. A visitor could have arrived at your site by accident, search results, or a referral link, but in the end site traffic can garner more transactions. Content makes this possible.
When creating content, add visuals that will aid your audience in their purchase decisions. Along with visuals, include captivating stories or captions that will help tell your story. Be as captivating as you can and put yourself in the mindset of a potential customer.
This article has been edited and condensed.
Catherine Vanvonno is the President and Executive Director of 20Four7VA, a global Virtual Assistant (VA) service provider. Under her leadership 20Four7VA has developed into one of the most well-respected VA service providers in the e-commerce space. Catherine holds a doctorate degree in applied statistics, research design and program evaluation from Virginia Polytechnic Institute and State University and is married with four children. Connect with @20Four7VA on Twitter.
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