Marketers have touted the benefits of creating online content for years, but many small businesses have ignored this advice, hoping that blogs and social media would be short-lived trends. We’re sorry to break it to you, but content has been crowned king and isn’t going anywhere. Producing unique content is no longer optional if you want to be found online by potential customers and maintain loyalty to your brand.
Still not convinced you need unique content? Here’s how content rules the online world:
You might remember from our awesome previous blog on search engine optimization (I mean, how could you forget it?!) that the higher a webpage appears in search results, the more likely someone is to click on the link. Well, no kidding! That’s what you do every day, right? According to a 2013 study by Chitika, page one of Google search results received 32.5 percent of the traffic share, and page two results received 17.6 percent of the traffic share. This means half of Internet searchers never even go past the first two pages of search results! If your rank is low, your website may never be seen.
One of the main factors search engines like Google use to determine the ranking of a webpage is the content. Sites featuring unique, fresh, high-quality content with relevant and targeted keywords are given preference in search results. The more content you have, the more opportunities you have to rank in Google’s search results. This includes articles, blog posts, images, video, and informative pages throughout your website. Quality and quantity are important. According to a study by Hubspot, a creator of inbound marketing software, businesses that blogged 16 to 20 times per month received over two times more traffic than those who blogged less than four times per month.
Social media use has exploded in recent years, and it’s essential for your business to have at least a basic presence on the major sites (particularly Facebook, Twitter, and Google Plus). The more content you generate, whether it be blog posts, videos, or photos, the more material you will have to share on social media.
When you post your content on social media, you’re making it easier for others to share it, which not only increases your online visibility but can help your search engine optimization efforts. Google and other search engines take into account the number of times others share your content when determining search engine rankings. Social media also allows you to directly engage with potential and existing customers, which is a great opportunity for lead generation.
Connecting with Customers
While optimizing your content for search engine robots can get your website in front of more viewers, that content must also speak to the hearts and minds of real people. Getting them there is only half the battle. Providing compelling content that informs, educates, and builds trust has the power to convert those visitors into actual customers. Websites with minimal information may be seen as less credible. With so much competition online, it’s imperative you provide quality content that connects with your customers and convinces them why they should do business with you.
You can’t afford not to live under the rule of the content king if you want to survive in the online kingdom!
If we’ve convinced you that you need content but you’re worried about the extra time it will take, don’t sweat it. Message Sprout can create this unique content for your brand across all online channels, including your website, blog, and social media.