Web content matters. It’s key in creating, loyal, profitable relationships between brands and consumers, not to mention solidifying brand identity. In fact:
82% of consumers feel more positive about a company after reading custom content (Tweet this).
Content goes a long way in increasing brand affinity and recognition, but if consumers’ needs don’t sway you, this might. According to 2015 content marketing studies:
86% of B2B marketers and 77% of B2C marketers use content marketing (Tweet this).
2015 is almost over. At this point, if you haven’t invested in professionally written Web content, you are already behind.
Content not only drives your digital marketing campaigns and overall branding strategy; it also impacts your lead generation and sales. Therefore, investing in quality Web content and a solid content marketing strategy is essential to business growth online.
Did I get your attention yet?
Let’s dive in.
What do you mean by Web content?
Content shapes all online interactions. It’s all the media you see online, from blogs and graphics to social media posts and videos. Basically, content is created to be consumed – whether it’s in the form of a meme, email newsletter, or Youtube video doesn’t matter.
The key is knowing what kind of content your target audience wants and then producing it accordingly – offering them information useful beyond why they should buy your product.
By working alongside your website and marketing strategy, content can not only increase brand loyalty but also convert leads into sales. However, this requires making content a priority.
That’s all well and good, but does content even sell?
I’ll let the stats speak for themselves.
- 70% of customers have gathered all pertinent information from online content before even contacting sales (Tweet this)
- Blogs generate 97% more inbound leads than sites without them (Tweet this)
- Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (Tweet this)
So when people ask us if content is worth it, 100% yes. But only if it’s good content.
If those statistics aren’t proof enough for you, here are even more reasons why your business should prioritize content.
Reason 1: Content is a core component of a successful SEO strategy
Gone are the days when companies could stuff their websites with keyword-centered content to boost search engine rankings. Recent Google algorithm changes have shifted the SEO focus from thin or duplicate content to high-quality, audience-centered content.
If you’re still convinced that low-quality content is good enough for your website, then don’t be surprised if your site gets put on Google’s blacklist, which is akin to digital destruction (seriously, you don’t want this).
For more information on Google’s algorithm updates about content, read these:
Reason 2: Content could be the key differentiator between you and your competitors
If you think about it, there are very few companies that actually offer a completely unique, one-of-a-kind product or service. Most companies offer similar products, and the only difference is in the price, packaging, and sometimes customer service.
How do you brand your business uniquely? Web content that gives people a strong sense of your brand, plus a reason to actually buy your product or service.
Sure, other companies may offer their products or services at a lower rate, but the trick is to persuade customers that your business can offer them a better experience, whether through unique offerings or brand identity. This effectively shifts the focus from the price to the value of the product.
A great example? Chipotle.
There are a ton of other fast-food chains that offer burritos, such as Qdoba or Moe’s. But you’re likely to think of Chipotle first. Why? Because Chipotle’s content marketing strategy is brilliant.
I mean when you compare this:
The clear winner is Chipotle, and that’s because the brand’s content doesn’t just sell its food. It sells Chipotle as a brand, and moreover, an experience. That’s the key difference.
Reason 3: Great content turns heads
Social media has revolutionized the way we read and share web content. More and more, people are used to seeing catchy titles and want custom content focused on answering their needs. In addition, with an influx of information readily available, attracting – and keeping – people’s undivided attention is much harder than ever before.
So how do you grab people’s attention?
Know the ins and outs of your buyer personas, and craft professional content targeted specifically to them. (Tweet this)
The best example I can think of is Lush, a global cosmetics company focused solely on selling organic and ethically produced beauty products.
All of their content –website copy, blog, social media posts, even their product packaging – pulls you into their brand and persuades you to buy into their unique story and thus, their products.
And people love their products and proclaim so - publicly.
Moral of the story? Every piece of content you put out must be targeted specifically to what your audience wants.
So what’s it gonna be: cheap filler content that get meaningless clicks? Or quality content that yields value? The choice is yours.
Since the first point of contact customers have with your business is likely on your website or your social media profiles, quality Web content is integral to your business’s success. The tricky part is creating compelling content that matters. While quality content takes a lot of time, research, and energy to constantly produce, the reward is well worth the extra effort.