You can have the best products or the best website design but if you don’t have good content, all of that will fall thru. Quality content has a power of conviction that can give you the desired result. Marketers and business owners all over the world have recognized its value which is why 86% of B2C marketers think content marketing is a key strategy. Not to mention that 91% of B2B marketers use content marketing to reach customers.
You might have already heard about the importance of good content but you aren’t sure about the specific benefits. It is now time to clarify what exactly good content stands for and how it can add value to your business website.
What is Good Content?
Content as a phenomenon includes written text, images, videos, infographics, and audio. All of that represents digital content.
Website content is every information you provide to the users on your website. Whether it is a copy, product descriptions, reviews, product photos, company information page, blog posts, etc.
While the answer to the question of what is “good content” or “quality content” can be subjective, there are a few basic criteria that you should stick to:
- Information that is credible, true, and informative.
- Information that is relevant to your target audience.
- Engaging content.
- Structured written content.
- Content that offers a solution to the users’ problems/ that answers users’ questions.
- High-quality images.
- High-quality videos.
- Informative infographics.
- Content derived from valid and thorough research.
- Original and authentic content.
- Content that is clear of grammar mistakes, typos, and misspellings.
- Content that is optimized relevantly and that doesn’t contain keywords and links for SEO purposes only.
This list of aspects that make high-quality content can serve as a checklist that you can use during content creation.
Now, let’s get to specific reasons that will convince you how important good content is.
Get a Better Rank on Search Results
When you write high-quality content, search engines can get a better idea of what it is about. Consequently, they will display your website in the search queries that are concerned with that type of services. Such content should contain keywords and appropriate linking but it should all be embedded in the content naturally and relevantly.
Search engines are very protective of the users so they aim to match them with engaging, entertaining, and informative content. If you don’t fulfill those criteria, you’ll rank low on their list. That is why high-quality content performs best on the search results because search engines recognize the value it offers to the users.
Build the Brand’s Credibility
The content you create is a representation of your brand. If you offer credible, valid, and authentic content that is exactly how your audience will see you.
This can affect your business tremendously because good credibility is what people rely on. It is easily recognizable when someone is dedicated to their audience and determined to provide them with high-quality content. Everything on your website from its design over the copy to visuals needs to look professional if you want to present your business in the best light.
Miranda Perry, a content writer at WriteScout and Studyker recently shared useful advice on the content strategy that can help with building your credibility. “You need to update content regularly. This step is crucial because it shows the consumers that you are involved in the website and that you take your business seriously,” said Miranda.
Increase Brand Awareness
If you write interesting content, you can motivate the users to share it on social media. In that way, you’ll increase brand awareness and drive more attention to your brand.
The platform you can focus on is the blog section of your website. Write something informative, entertaining, and valuable and encourage users to share the post by adding social media sharing buttons.
Do some research about topics that your target audience finds interesting. First, determine the demographics and preferences of your target audience. Then, try to find trending topics that will be interesting enough for them to share with their followers.
Improve Conversion Rate
The way you form your content can affect the website visitors’ decision to purchase your product. According to research, 77% of consumers read online content before they make a purchase. Which is why you need to give them something good to read.
What can help you with creating content that converts is writing in a conversational style so that consumers can feel as if they are getting a piece of advice from their friend.
Videos are another effective way of increasing conversions. Tutorials and product description in video format will help the users get a better understanding of what you have to offer.
Also, testimonials have high value in the eyes of consumers. They add social proof and reduce risk. In fact, 93% of consumers claim that online reviews influence their purchase decision. Adding them to your website will make consumers more confident in purchasing your product.
Connect with the Audience
Content allows your consumers to get to know your business. With different forms of content, you’ll be able to build a relationship with consumers and therefore, increase the number of loyal buyers.
Start from the introductory page. Create a video that introduces your company. This will help them realize that there are real people behind the screen who are determined to improve their shopping experience. If you prefer written introductory content, just pay attention that it is well-written and compelling.
What is also beneficial for your relationship with the consumers is interacting with them through blog comments. Such a direct connection will create a friendly relationship between them and your brand.
Get bloggers from your industry branch to be a guest writer for your blog. This will provide you with a new audience since their followers will be directed to your website.
However, in order to get influential bloggers’ attention you need to provide them with a quality platform. This is when you can notice the importance of good content.
If a blogger checks out your website and sees poorly written blog posts, low-quality images, and inconsistent style, the collaboration will most likely fall through.
You need to have high-quality content in the first place if you want to collaborate with high-quality writers.
Some Final Thoughts
As you can tell, content creates the image of your brand. It can build your authority and trust with the consumers. Let’s revise what high-quality content can bring to your business:
- It can help you rank higher on search results.
- It can build your credibility.
- It can increase brand awareness.
- It can turn website visitors into buyers.
- It can help you build a relationship with the consumers.
- It can get important bloggers to be guest writers on your blog.