They Say Content is King, but how can Great Content give your Digital Marketing the Royal Treatment?
With all the emphasis on visual content today, it’s easy to forget that arguably, the most important aspect of your marketing and SEO campaigns is the text-based content. Google’s algorithms can’t watch a video or view an image and determine how to index it based on the contents of the video or photo alone – at least not yet. They need the help of textual content like captions, descriptions, titles and transcriptions in order to determine what exactly is contained in your photos and videos.
On a less technical level, no matter what industry you’re involved in, the content that you put out allows you to establish your authority and position yourself within that sector, and it allows you to inform, engage, and build a dialogue with potential clients and returning customers. Something as simple as the blog on your website says so much about your company – it allows you to express your values and corporate culture, showcases the expertise your company has, and communicates to consumers why they should give their hard-earned dollars to your business.
Blogs and articles can truly make or break a potential customer’s decision about whether to buy from you, someone else, or to not buy at all. One study showed that 42% of consumers read blogs and articles for information regarding potential purchases, 52% of consumers admit that blogs have influenced their purchase decisions, and 57% of marketers say they’ve gotten new customers because of their blogs. In any case, the frequency and quality of the content that you promote, whether it’s textual or otherwise, will ultimately determine where you are in the search engine results, whether or not someone continues to read past the first paragraph, and if they decide to follow you, subscribe, or return to your site for more.
Here are some more reasons why the written word is so vital to your marketing campaigns:
- Search engines bump websites up in their rankings that actually provide content that is helpful, valuable, and entertaining for their users, and an even bigger boost is given to those that regularly post new content. Similarly, if your content is useless, error-ridden, unreadable garbage, your search engine ranking will take a hit.
- Written content will help you to boost your conversion rates, period. Using strategically placed call-to-actions in your articles, blog posts, annotations, and other content encourages potential customers to click on things related to products and services they want to purchase, and things they never even knew they wanted.
- Text-based content boosts your presence on social media. The dialogue that is created when you post your content on social media is invaluable. You can promote your blog posts or articles to your followers and in return, people will share your content, like it, and comment, getting a conversation started about your brand.
- Well-written, compelling content brings the haters and trolls out of the woodwork. Believe it or not, all this attention, both negative and positive, is a good thing, and it can help you to build deeper connections with your customers. If a customer comments that they love your product, you can ask them for more feedback, if a hater makes a negative comment, you have the chance to address concerns, correct misinformation, and maybe even change their mind in the process.