Over 81% of the public reviews a company’s products or services directly on their website. The quality of your online and website content determines the success of your digital marketing and the growth potential of your business.
Creating quality website content is difficult. This article offers the expertise you need.
With the website content strategies and business growth plans suggested in this article, you can create the right type of website content that will lead to your business’s growth and its higher sales revenue! Let’s get started!
What Is Website Content
Website content is all creative elements on the site.
Text content includes the text written directly on the web pages and text within website blogs, e-services material, and more. Text content also involves the written text within website images.
All other content is multimedia content, such as visual and sound elements. Visual content includes the gifs, images, video, slideshows, e-books, infographics, motion graphics, interactive graphics, and animations on your website.
The Importance of Quality Website Content
Great content is at the center of all marketing efforts. With valuable website content, you will achieve the following digital marketing objectives.
Improved Search Engine Positioning and Website Traffic
When online users search for something, the keywords within the written and visual content should align with SEO practices. When your text improves SEO, your website positions well in search engine results, and your traffic increases. Optimize all elements for search engine optimization (SEO) based on keywords.
Lead Generation
If done correctly, your content captures the attention of new customers. Once the public goes to your website, the quality of your content will determine if they become interested and if they stay engaged.
Brand Awareness
If your content gains attention and sustains interest, the public will learn about your brand. Awareness of your products and services, mission, values, activities, and uniqueness will develop.
Increase Consumer Conversion Rates
Use the website content to drive your audience through the entire decision-making process and end in activities that improve growth. Great content encourages your audience to convert to becoming your customer and then take further action.
Higher Sales Revenue
The whole point of digital marketing is to improve the growth of your business and increase your profits. If you are marketing properly, your content leads to the sale of your products or services and also the return of your customers for future purchases. Your content is pivotal to the process.
Digital Content & Marketing Strategy
The goal of digital marketing is to increase customer conversions and profits. If you want to achieve small business growth, have a growth strategy that includes digital marketing strategy and website content plans.
Often, collaborating with a content marketing expert is the best way to create your digital content strategy. Whether you strategize on your own or with outsourced resources, here are some important considerations when you strategize.
Consider the following questions when strategizing your marketing efforts. This affects the type of website content you create and how you present it. Specifically, think of the following questions:
What Are You Marketing?
Focus on what your business does and what products and services you offer. Know what your business model is and where you position within the market. Finally, consider your business’s mission, values, strengths, and unique features.
Who Is Your Audience?
Discover who are your most valuable customers. Think of their demographics and lifestyles. Define the psychology, beliefs, and values of your target audience. Consider the geographics of where they live.
Then create a profile or persona of your audience, focusing on the customers of chief value to you. What are they thinking? What are they seeing? What are they feeling? What are they doing?
This step helps to create your message and your content based on what your target audience wants to hear and what causes them to take action.
Why Are You Marketing?
Determine your marketing goals and identify where you are on your marketing journey. Have you already achieved brand awareness or public recognition and loyalty, or is this not yet achieved? Is your object to increase sales? With an informed aim, you can answer the next questions as you continue to strategize about your content.
When Will Your Customers Be Ready to Receive Your Products and Services?
A customer journey goes through these steps: (1) becoming aware, (2) getting interested, (3) desiring to act, (4) taking action, and (5) following up with post-action activities. Design your content to influence the buyer to move through this entire customer journey.
How Will You Get Your Customers to Make Each Step in Their Journey?
This is where your written and visual content comes into play. Your content should cause the customer to take each step in their journey. If successful, your content gains customer awareness, piques their interest, improves their desire to act, causes them to act, and encourages them to follow-up with further post-action activities.
To do this effectively, it helps to create content that aligns with the specific digital marketing principles that relate to that type of content.
Website Content Best Practices
Your website content should follow practices that you can learn about from an excellent digital marketing professional. Next are some practices to consider.
Place all website content in clear categories and allow for easy navigation. If you create overly complicated content, you will lose interest quickly. If the audience cannot maneuver throughout your site with ease, they will give up.
Use your overall website content to compel and engage. Persuade the audience to move through their customer journey and ultimately take action to use and buy your products and services.
Design the content to result in customer follow-up with post-actions, such as returning for more of your products and services, following your company activities and developments through time, referring your company, and more.
Then, follow the guidelines below for each type of content included on your site.
Text Content Guidelines
Your text content will affect your website’s placement in search engine results and how much traffic comes to your site. It will also educate your audience about your company and its brand and lead to action and post-action activities that will increase your revenue. Let’s consider the following guidelines to improve these functions:
Include keywords and internal and external links
Express succinctly
Include brief information about your company and its unique brand
Include information that differs from the content on competitor sites
Express through powerful and appealing words
Do not plagiarize
Consider these key points when you are working on your text content. Following these points will ensure that your content is viable and appealing to your audience.
Non-Moving Visual Content Guidelines
Quality visual content holds power. To comprehend the significance of quality visual content, consider some statistics.
Did you know that 90% of all information communicated to the brain is visual? Content that includes visuals gets 94% more views than content without relevant images.
Also, viewers determine visual appeal within 50 milliseconds. Moreover, humans interpret and comprehend visual material 60,000 times faster than text.
Here are great guidelines to follow for non-moving visuals:
Stay relevant to your business
Include keywords in your visual that align with SEO practices
Incorporate data-related visuals or infographics
Allow for quick download for applicable items
Include these guidelines when creating your visual content. If you do, you will create great visual content that will pique viewers’ interest, draw them in, and stay in their memory for the future.
Video or Moving Visual Content Guidelines
Most companies now include video content. Many viewers enjoy watching and listening versus reading, and the visuals are stimulating. Make sure you include video content on your website and follow these guidelines:
Enable quick upload on all browsers
Expand on products, services, and features of your brand in more detail
Communicate your message with brevity
Videos and animations are an excellent way to provide any information that has too much detail to use in your website text. Taking advantage of this format while following the guidelines will reduce your bounce rate and keep the audience on your website for a longer time.
The Role of Web Content Management
Web content management (WCM) is creating, organizing, and presenting web content. WCM is critical for website functionality and its ability to achieve digital marketing needs.
Sound WCM also ensures easy and consistent navigation, proper metadata use, and proper inclusion of links. Content managers should organize content based on audience requirements, such as commonly used content style, types of navigation, and terminology.
Many types of WCM software exist and some of it is free, so incorporate helpful software for your WCM needs.
Quality Website Content Gives You the Edge
Every business, small or large, rests within a competitive market and all companies struggle to thrive in fluctuating economic times.
The extent of your business’s growth and the potential for your sales profits depend on quality content. Creating valuable website content, however, is difficult and often requires outsourcing a company or expert that specializes in the field.
Let me know if you have questions or if you need guidance with content creation. I am happy to help you create amazing website content to ensure the growth of your company, raise your profit margin, and stand apart from the rest!
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