In the digital world, content is what sets your business apart from the competition. Good content can put you in the top performing ventures whereas poor content can lead to your potential downfall. The make or break of your online commercial entity is determined by the quality of its content. If the content fails, even good design will not be able to sustain it. Design alone can work to attract a first glance, but it cannot persuade customers to make purchasing decisions if the written content fails to deliver.
Web content includes all the textual, audio, video and other forms of information which a business places on its website andmarketing &advertisement avenues in order to attract, create and maintain customers. Powerful content is important for business because it can provide a surprisingly good return for a comparatively small investment. If businesses succeed in creating good content, they can sit back and watch it create a snowball effect where it plows its own marketing pathways and creates a strong customer base.
Before delving into the why, it is important to look at what qualifies as good content. Powerful content is that which can not only capture but also hold a potential customer’s interest enough to influence them to make a purchasing decision. There are several factors which are required for content to be able to do so:
• Market Research:
Good content is always based on proper and thorough market research to respond accordingly to market cues.
Content should be focused on your USP (Unique Selling Proposition), i.e. what makes your brand unique and what you can offer them which other industry players cannot. Your website should include content with a clear value proposition and how you plan to translate it into product form.
website should contain original content, whether written, visual or audio-based. Plagiarized or copied content brings bad value to the brand. A lot of websites these days use stock photos; where there is nothing legally wrong in using purchased stock photos, it takes away from the unique look of the website as many other web entities may be using the same photo for their business. Thus, originality of content can go a long way in serving your purpose.
Content should be customer-centric. Businesses should anticipate what users want and expect to see, and curate content (taglines, slogans, etc.) accordingly.
It is extremely important that the content is subject to proper search engine optimization.According to a research, 64% of your web traffic comes from search engines. Without keywords and SEO tips and tricks, your website will be buried in the depths of search engines and your content, no matter how good, will never make it to the user.
In today’s day and age, businesses need to perform above and beyond if they are to set the bar for others in the industry. Let us have a look at what powerful web content can do for a business:
1. Brand Awareness:
Powerful web content will help increase brand awareness and recognition in an equally powerful way. Content is what captures and sustains the user’s attention and turns it into profitable actions for the business. The right kind of content placed in the right channels will improve brand awareness and recognition.
2. Value provision:
Good content is one which captivates the user and convinces them that the brand will provide value to them. One way to use this power play is to provide value through your web content with no strings attached; i.e. the web content can be articulated in such a way that it provides value to the potential and/or existing customer even without making a purchase decision. This can be done by providing up-to-date information related to the product offering, having relevant stats and data listed on the website and providing bits of useful information which users can benefit from even if they don’t make a purchase. This will provide value to customers and help your business.
Content marketing is a tricky business, but it is a very important tool to increase brand visibility. Web content placed in the right niche and advertisement corners can create a powerful impact because this way it will reach the right target audience and increase visibility for the business in the right places.
4. Traffic generation:
With web content in today’s business world, SEO is the name of the game. Content rich in keywords and updated constantly with the latest developments in the industry will help tremendously in staying visible on the web and generating desirable traffic towards the main website and will translate in greater sales.
5. Building trust and relationships:
Authentic content and up-to-date information is a powerful instrument to develop customer trust on a business. With clear presentation of original data catering to current and prospective customers’ needs and requirements and delivering on the promise, businesses can build customer trust and long lasting relationships which can greatly help in future sales and lasting good publicity.
By ensuring that your web content is constantly updated with the latest industry relevant information, newest research and all data that could potentially concern your current or prospect customers, you can craft a place for your business as a credible authority in the trade which users turn to for guidance.
7. Social media:
Conducting business in the World Wide Web in this era is un-thought of without using social media to your advantage. With fast paced dissipation of information, quick consumer connectionand real time user response, social media has revolutionized the online business market. With respect to content, social media requires special content tailor made for its own circuit. Businesses that have learned to play with content to make it fit in the social media track have seen volumes of increase in their consumer engagement, brand awareness, visibility and recognition. Different social media campaigns by brands in which consumers are encouraged to take part and are rewarded by online recognition or physical prizes are an excellent example of how content can be molded and used to your business’s leverage.
8. Customer convenience:
Well organized and precise content can ease customer experience to a great extent. If your web content is systematic and easy to navigate, users will find it easy to get through your website and get to where they need quickly, and will reflect on the experience positively in the future.
Relevant, updated, precise and well researched web content is a powerful utensil to boost your business and generate revenue through customer attraction, engagement and retention.If used correctly, powerful content will help you establish your reputation as an industry leader, increase sales and strengthen your foundations in the business world even further.Online businesses cannot and should not ignore this important aspect in today’s business world.