Many businesses consider content a throwaway factor of the digital marketing process when, in fact, good quality content is vital for a successful digital marketing campaign.
Content marketing is creating media which is specific to your business – this can be blogs, articles, social media posts, images and videos, amongst others. Good content is a key factor in helping to drive inbound traffic and generate quality (warm) leads for your business.
Good quality and well-organised content will help to place your business in front of potential customers who may not be directly seeking out your services.
For example, a website blog does not have to be directly about your business. To capture attention, you will want to post content that an audience is going to care about – very rarely will a browser want to read the latest news about your company, but interesting and engaging posts about your industry are much more likely to be read and interacted with.
Produce content that is relevant to the customer and, through applicable links, make your business and services applicable to the customer. This can be done simply by blogging about a relevant event or national holiday that is coming up.
Quality content is rewarded by search engines to the extent that Google will penalise websites that consistently produce poor and irrelevant content; in the long term, poor updates can have just as detrimental an effect on your SEO rankings as no updates at all.
With the continual rise of browsing on mobile devices and tablets, quality content has never been so important for allowing your visitors to find what they are looking for on a considerably smaller screen.
As well as ensuring that your website is responsive, it is important to consider exactly what type of content to employ – in the last few years there has been a surge in websites making use of graphics and videos. Onsite that is content rich will not only help to break up text, making your content more inviting, but it can also improve your SEO and see your business surge up Google’s rankings.
To get the most out of your content, it is important to form a strategy and carefully plan out what you plan to implement and when.
As detailed already, producing irrelevant and low-quality content will not only lower your authority in the eyes of Google - and thus, your visibility - but his reduction in your company’s visibility can go on to have a knock-on effect on your overall traffic, sales and revenue.
If you would like to discuss how quality content can help your business with our team of online digital marketing experts, then please call us on 01733 890836.