No matter what you’re doing to market your business online, content is the catalyst that’s going to drive the results you’re looking to get.
Whether it’s blogs, videos, imagery, or something else entirely, without high-quality marketing material, no one’s going to care enough about your brand to spend time consuming your content.
And if you can’t even get people to look at your content, how are you going to get them to take the kind of action it was meant to inspire?
A survey from MerlinOne asked marketers what their priorities are for 2018, and surprise, surprise, content marketing was at the top of the list.
But consistently creating great content is a difficult, lengthy process, and most business owners just don’t have the time to come up with content writing solutions.
Furthermore, many businesses don’t have an in-house marketing department, so this can become a major dilemma.
You need content for your digital marketing to succeed, but who’s going to create it?
If you’re asking yourself this question, maybe it’s time to hire someone to create it for you.
Hiring experts to provide things like content writing services or video production services might be just what you need to send your digital marketing soaring to new heights.
Keep reading if you want to learn more, but before you do, check out our video on content writing solutions.
One of the main reasons for having a website is to be able to attract visitors to that site, convert those visitors into leads and then turn those leads into paying customers.
But how do you attract people to your website in the first place?
If you’ve read this far, you can probably guess that the answer is high-quality content.
More specifically, unique, valuable, high-quality content.
According to data from HubSpot, on average, companies that blog get 55 per cent more visitors to their web site, compared to those that don’t.
It’s safe to say that the majority of Internet users have gone online to search for answers to questions or solutions to problems and this provides businesses with myriad opportunities to attract potential customers.
If your content can answer a question or solve a problem for someone, they’re more likely to convert into a paying customer, especially if your product or service can provide that solution.
Furthermore, this kind of content showcases your expertise and makes your brand more trustworthy, which, in turn, can convince even more people to give you their money.
What do I mean?
Well, let’s say a small business owner just became aware of the need for search engine optimization, for example, and they’re someone who feels they can do it all on their own.
They’ll be scouring Google for how-to guides and other resources that will explain what they need to do.
Then, once they read a blog on SEO and begin to understand everything it entails, they’ll be much more likely to want to hire an expert to do it for them, especially if that blog answered their questions and exuded expertise.
A study from HubSpot asked businesses what has generated the most success in terms of lead generation, and the top two answers were SEO and blogging (which is directly related to SEO).
Which brings me to my next point.
The quantity and quality of links to your site are some of the main factors Google considers when deciding where it’s going to place your website in the search results.
And gone are the days when you could manipulate Google’s algorithms and boost your ranking by creating countless backlinks by any means necessary.
Today, Google expects you to earn links, which means you need to create unique, relevant content that’s good enough to organically gain popularity on the Internet.
Click here to read our blog post on earning links if you want to learn more.
At this point, I’m getting pretty technical, so let me back up for a minute before I lose too many of you.
First of all, you might be wondering what backlinks are.
Backlinks are simply links that direct people to your website from other websites, whether it’s people sharing your content on social media, putting a link in the description of a YouTube video, or including a link in a blog post.
Second, and more importantly, many of you are probably not sure what all this Google ranking gobbledygook means.
Even I get this stuff confused occasionally, but I’ll try to put it into the fewest words possible.
Basically, your ranking refers to your website’s position in the search results when someone searches for a specific term or phrase.
You want your website to have the highest ranking possible, as this means there’s a better chance that people will be able to find you since you’ll be on top of the heap.
As I said above, one of the ways your website can improve its ranking on Google is by earning more links, and the best way to earn those links is with kick-ass content that people are going to want to share.
That data from HubSpot referenced above also found that companies that blog have 97 per cent more backlinks.
With more backlinks, your website’s ranking should increase, which means it will be easier for search engine users to find you.
More people finding you means more website visitors, which translates to more leads, more potential conversions, and if all goes well, more sales.
In addition to this, content is a great way to lead potential customers into your sales funnel.
If you provide them with engaging content that shows them the value of the products or services you provide, they’re much more likely to want to give you their business.
But if you’re just serving them ads and giving them sales pitches, you’ve done nothing to differentiate yourself from the competition.
According to a survey from Demand Gen Report, 47 per cent of buyers look at 3-5 pieces of content before contacting a sales rep.
And while this blog has been focused on written content, let’s not forget the value of other forms of content, whether it’s videos, photos, infographics, or something else.
Video, for instance, offers another means of providing potential customers with valuable content.
Depending on what you’re offering, it might be easier to explain through visual, rather than textual content.
If you want to provide a how-to guide on your product or just explain why potential customers need to have it, an explainer video could seal the deal for many buyers.
Explainer videos are like mini infomercials that describe what a product or service can do or show how to use a product to its full potential.
A survey from Wyzowl found that 84 per cent of consumers were convinced to buy something after watching a brand’s video, and 81 per cent of businesses said their explainer video helped increase sales.