“Content is king, ” Bill Gates once said. But that was almost twenty years ago. As we look at how the internet’s grown, we see just how much it improves our consumer or client outreach. But does content still sit above everything else? The answer is yes – mostly. Foremost, your content, its quality, and its relevance to your target audience are all extremely important. But there are other factors that dictate how well that content actually affects your business’s marketing efforts. Those factors, however, aren’t enough to usurp content’s throne.
Here are some of the main reasons your content’s quality is the most important part of your marketing campaign:
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Content is one of the most effective ways to increase your organic traffic. That’s because high-quality pieces can boost your search engine ranking. But the quality of the content is key. Sure, you can use effective search engine optimization (SEO) strategies, but if your content doesn’t engage your audience, they won’t want to read it. That not only won’t help your organic traffic, but it might actually lower your search engine ranking if people click on your content and immediately click away.
When your high-quality content boosts your organic traffic, it opens the door for other benefits too. That includes increasing your brand awareness. After all, the more people who read your content, the more people who know that your business exists. But that content can also help establish your authority in the industry. You want your blogs, articles, and white papers to give your audience useful information. This information allows you to show your expertise and everything you offer as a business.
For example, let’s say your company helps people manage their investments. Creating content that focuses on relevant investment topics lets you show your knowledge of the subject. That might include a blog on trending investment opportunities or an article on how to calculate return on investment (ROI). These types of content attract readers to your site and show them you know what you’re talking about.
Image via Giphy by @thebachelor
The content you develop for your site informs your audiences and builds relationships with them. These relationships allow you to sell your products and services more easily. That’s because your readers trust what you have to say and feel connected to your brand. When done right, content connects with your audience and relates to their problems and challenges. Not only that, it often provides a solution to those challenges as well: your company.
Readers love it when the content reaches them on an emotional or personal level. They like knowing that someone out there understands what they’re going through, and best of all, can help them in their current situation. For instance, let’s say you run an agency that helps clients with all their marketing needs. No matter what content you create, think about why your audience might read your blog or article. What problem do they have that you can help with? Mention it. Relate to it. Then offer a solution.
As your content generates organic traffic, creates authority for your business, and builds relationships with your audiences, it also creates solid leads for your business. That means that through content marketing, you can identify people who are more likely to purchase your products or services. Using data and analytics, you can see who visits your website, what web pages they read, and uncover new ways to convert them into customers or clients. Most often, those conversions come from well-placed calls to action (CTAs), but that’s not always a guaranteed method.
That’s why we say, “content is king – but it can’t rule without an army.” Here, that army is all the other content marketing strategies businesses might not think about. We had a client a few years ago who hired us to boost their SEO efforts through content. We did so, and their organic traffic skyrocketed. But they didn’t have a solid conversion process in place. The content was bringing people to their site, but they didn’t think about the next steps of their campaign.
At CopyPress, we know the value of content creation. But we also know that’s not where the marketing strategy stops. Not only do we help you generate traffic, establish authority, and build relationships, but we also help you find new ways to convert that traffic into potential leads. Schedule a call with us today to see how we guide your content marketing campaign and create king-like content for your business or clients.
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