Investing in a shiny new website? There’s nothing more exciting than considering the look and feel of your new site, from the UX design to the slick graphics.
But when you’re establishing your online home base, there’s one factor that’s more important than everything else: your website content. You’ve already heard us talk about why your marketing strategy is so important, and your content is a key component of that strategy. After all, if you aren’t putting careful thought into what you publish, why should anyone bother to read it?
As you work to develop your marketing plan, there are a few reasons why investing more time into your content might be a good idea. Here are some of the most important benefits of a content-rich website.
Get Seen on Google
The goal of any marketer worth their salt is to get seen on Google. That means climbing up those page rankings.
In order to do this, however, you need to create high-quality content, as Google’s algorithm is searching for a few specific signals that show your content is worth the top spots. Fortunately, Google’s algorithm is looking for the same things your readers are: valuable, engaging, and unique content. That’s why optimizing your content to show off these traits can go a long way.
Build Relationships With Your Audience
The best website content helps you connect with your audience. On a fundamental level, your website is your microphone online: it’s the best and most accessible mouthpiece for distributing information about your brand.
When you create valuable content for your audience and post it on your website, you show that you’re a source of knowledge and authority. That’s the kind of thing that keeps a reader coming back for more! With focused strategies and a solid marketing funnel, you can use your website to cultivate relationships with your readers for the long term.
Keep Up With (and Beat) Your Competition
The bottom line is this: you can’t afford to not invest in your website content, because you can bet your competitors are crafting theirs with care. If you can’t keep up with what they offer, your website—and thus your brand—will be left behind. Major brands create new pieces of high-quality content all the time, and while smaller brands may not be able to keep up with that schedule, it’s worth doing whatever you can to show you have a stake in the game.
Make More Conversions
When was the last time you returned to a website that provided content that wasn’t useful? Most readers return only to online sources that help them, and this act of returning to a now-trusted source makes them more likely to engage further and (eventually) to convert. In other words, providing value is the first step in any conversion process, and there’s no better place to do that than on your own website.
As you can see, these benefits are hard to pass up. The right website content can make or break your marketing efforts, which is why it’s well worth the effort of planning, creating, and managing it. Make sure to consider how your content fits into your overall branding and marketing strategies, of course, and check out our blogs for more tips on the marketing tactics you need for content and beyond.