It’s now almost 25 years since Microsoft’s Bill Gates first wrote a piece entitled “Content is king.” Yet this message remains equally (if not more) applicable today than ever. In his article, Gates stated, “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” His prediction has proven oddly prescient when you consider how the web subsequently developed.
From free services like Facebook and YouTube to paid streaming providers such as Amazon and Netflix, content has turned out to be the major draw on the internet. It is what keeps people coming back time and time again. Bottom line, providing quality content is the best way to building user loyalty and retaining customers, regardless of your company’s size, market or type.
One of the key benefits of generating quality content is it often answers your clients’ questions without them even asking. Offering informative material can help build brand trust and loyalty and helps you connect more successfully with your audience.
Moreover, well-crafted, informative content can vastly improve your conversion rates and may even generate new business leads. It also helps build brand consistency – cited by business experts as being one of the most important influencing factors in gaining and retaining clients.
Featuring good content on your website can bring immeasurable benefits to your company, including:
Generating informed, interesting and original content is one of the best ways to build your company’s authority and credibility. A client (existing or potential) is far more likely to trust a company they perceive as being an industry expert. Furthermore, it also increases the chances of other websites linking to you – which again, provides testimony to your expertise.
Search Engine Optimization (SEO) is the practice of generating increased traffic through higher positioning in search engine listings. Google and the other search platforms love regularly-updated, informative content and will consequently place you higher in search results. Also, using keyword-rich text on your site is an ideal way to help search engines understand what your site is about. Which in turn, gives a better idea of the products and services your company offers.
Many website owners concentrate purely on their text content, however, if you’re to take best advantage of content marketing, you should consider the full array of tools available at your disposal. For example, infographics are a hugely popular way of summarizing otherwise-complex subjects in an easily-digestible (and highly shareable) design. Likewise, you should also consider video - proven to be the most engaging media format online. A video webinar or presentation can end up going viral if produced well. For the best possible results, consider hiring a professional production company. Additionally consider using a voice transcription service to hammer home your message with scrolling text on the screen (also useful for those with hearing difficulties). Sharing your video to a streaming service like YouTube (the world’s second-biggest search engine) could further expose your company to entirely new markets.
No matter the format you use, well-produced content can augment your conversion rates by providing answers to client questions. A customer is far more likely to purchase from a company that exudes knowledge and understanding of their market sector. You can also encourage conversions by including Call-To-Action (CTA) prompts in your text and don’t forget to include time-limited offers or sporadic sales. While you should always be open and honest with your audience. Once you’ve attracted them to your site with good content, there’s no harm capitalizing on your opportunities.
Small to Medium-sized Enterprises (SMEs) comprise the vast majority of businesses around the world. However, while the internet has afforded SMEs great opportunities, it also presents considerable competitive risks.
From your clients’ perspective, a rival site is just one click away. So, if they don’t find what they’re looking for quickly, users will simply click back and go elsewhere. Generating quality content for your site and social media channels is one of the best ways to attract new customers – while retaining existing ones – and keeping your audience coming back for more.