What makes content so important? I seriously cannot stress enough the importance of great content. Content is how your visitors will find out about your brand and what solutions you can offer to their lives easier. Content is what gives your company credibility and will set you apart from your competition. In this economy you need to transparency in your brand and gain trust in order to make it, and your content is just the thing that will help you do so.
What makes great content you ask? Great content is finding ways to reach out and engage your customers by offering ways to make their lives easier. Content isn’t only limited to images and text on a website, content can be blogs, podcasts, webinairs, white papers, ebook, etc. The point is to be as useful as you can to your visitor. Once you are useful to your visitor, you can start turning your visitor into a prospect.
How can you create content that engages your audience?
Compelling content is created when you take the time to understand your buyer’s persona. Who exactly are you trying to reach? Write for them first and then the search engines. Start by specifically thinking about who would buy your product or service. For me I am talking to you, the business owner who needs help with their online marketing. That’s why my blogs are filled with tips to help you become more marketing savvy. My website, my blog and my twitter account have you in mind. If you are having trouble thinking of what to write? Read this ebook by hubspot to give you some great content ideas.
But what about ranking in the search engines? Now that you’ve got your reader engaged, time to make sure you content is optimized for the search engines. The key to optimization is in long tail keywords. Creating a keyphrase will help you gather your leads attention in search engines and weed out the traffic you don’t want. The more specific your keyphrases are, the better chance you will have of driving the type of traffic you would want to your website. For example, when I moved back to New Hampshire from Rhode Island I was looking for a salon. Since my favorite hair color brand is Goldwell, I searched “Goldwell Color Salons in Southern New Hampshire”. Do you see how specific I got? I knew I needed a salon but I only wanted one that offered the Goldwell hair color line. The more specific you get in your keyphrases the more quality traffic you will drive to your site. Remember to use analytic tools such as Concentrate to track and measure your success.
While an esthetically pleasing website is great to look at as a visitor, what will make or break your business is your content. What will help you rank in the search engines is your content. What will create sales is your content. Consider your content your businesses best friend.
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