High-quality content adds value to your website. It forms the cornerstone of your marketing strategy and helps your audience to better identify and relate to your brand. Great content has the power to transcend meaningless jargon and empty slogans and helps you to connect with potential customers in a more valuable way.
Businesses that effectively utilise content as part of a marketing strategy can see great results within their bottom line – particularly when it comes to sales, reducing expenses and retaining customers. Whenever you place something on your website – whether it’s a call-to-action, an eBook or a signup form, you’re actively increasing your brand awareness and influencing the chances of gaining a conversion.
According to HubSpot, if companies are looking to increase their organic traffic, they should consider blogging 3-4 times a week.
Image Source: HubSpot
While these methods can certainly work wonders in converting interest into sales, they’re not much use if you’re failing to engage with audiences. Even the greatest websites in the world will ultimately fail if they’re failing to generate the traffic that they need to survive. That’s where content marketing enters the fray:
An effective content strategy must be a process that actively helps a business achieve its marketing objectives. It’s important to utilise content as a key performance indicator (KPI) when it comes to analysing your marketing performance. Of course, the simple act of creating content won’t single-handedly drive traffic back to your website, so what types of quality content can be the most effective in generating traffic and winning over customers?
Showcase Quality Content on Social Media
Arguably the most effective way of making quality content visible is by matching it with equally strong social media strategies. Your social media strategy opens up audiences to your content and helps you to discover what forms of content can be more effective than others at building your traffic.
Social media marketing is one of the most effective tactics for putting audiences in touch with your website. It’s important to build a relationship between your brand and its potential customers. By creating a responsive social media presence that promotes your high-quality content, you can build consumer confidence in your company and help to get your best and most incisive articles noticed by the people who matter.
Create a Significant SEO Presence
Consistently high-quality content is not only good for building your reputation as a company, but also building your SEO too. Search engines can be fickle at the best of times, but if you continue to create copy that’s relevant to your audience and of a high-quality more often than not, you’ll naturally see an increase in the organic traffic you create.
The reason that quality content and great SEO go hand-in-hand is down to the fact that Google actively tries to reward good content by looking for all the right indicators. If your content has all the right keywords and is deemed to consistently answer the queries that users ask Google, the chances are your content will be ranked higher.
Here, it’s important to think about the purpose of your content. It’s easy to write in full sentences and use long words, but does your content actually help people? The best SEO infused content actively seeks to help people by preempting their questions. If you don’t have the time or expertise to create and scale your content, there are numerous copywriting services and marketplaces available where you can get it done.
Great Content Sends the right message
Great content not only informs and entertains audiences, but it also engages with them throughout all stages of a customer’s journey through your sales funnel.
Image Source: Neil Patel
Here, it’s important to discuss potential issues faced by your customers beyond the realm of your actual company. This helps to set yourself up with a chance to show why you’re the solution and not your competitors.
High-quality content can toe the line between overtly salesy copy and subtle marketing. The best way of increasing your traffic is to make it clear that your website possesses all the answers that audiences are looking for, without sounding as if you’re pushing for a sale.
The right kind of content boosts website traffic by offering audiences ways of engaging in each point of the buyer’s journey. It’s vital that users are targeted when they’re ready to embark on the next step of the conversion process. Throwing a call-to-action at them too early could cause them to jump back to a previous page, and too late may mean they’ve lost interest. Talented content writers know when to invite readers to embark on the next step on their path to converting.
We’ve discussed how great content can drive traffic to your website based on how it’s used, but we haven’t yet acknowledged the importance of how content builds an enduring brand image and allows your company to build a personality of its own.
The act of making high-quality blog content helps you to maintain a level of engagement that can win you a recurring and loyal audience. However, it’s important to resist the temptation of creating content for content’s sake. Having a regular stream of copy on your blog is a great tool to keep customers coming back, but if the main points are vacuous then ultimately both engagement and interest will drop, and the traffic you’ve built may start to drop.
Content can signpost potential customers, so your company can set the right message for its ideal audience. Without the right level of targeting, you may still attract traffic, but there won’t be much point if there’s no engagement to go along with your efforts.
In a world that’s driven by quantity, it’s refreshing to know that the internet still favours high-quality content over quick fixes and shortcuts. Long may the power of quality over quantity continue.