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21Oct
2014

Why great website content is important for your business

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Content marketing is one of the newest forms of marketing online and it can be a great way to get more traffic and sales on your website. But you may be wondering how it really works and what it takes to get started. This article will explain what content marketing is and cover the basics of how to use it for your business.

First, what exactly is the difference between COPY and CONTENT?

The most basic definition of content is what it sounds like, really. It’s anything you put on your website – text, photos, videos, infographics, etc. But the purest definition does not include sales copy.
You see, sales copy is overtly geared towards making a sale. This is anything on your website that is obviously promotional or advertising.
Content is intended to be much more informative and helpful in nature. It can be persuasive but it’s primarily meant to build trust so when your customers are ready to buy, they buy from you – because they see you as an honest authority when it comes to the products you sell.

Your content should help customers make the best decision for them – and make them feel like you’ve helped them make the best decision.

Helpful content can include things like:

  • Product reviews
  • Product news
  • Product comparisons
    • New versions
    • Competing brands
    • Similar models
  • Guides that cover frequently asked questions
  • Anything informative or helpful to your customer

The idea is that you present this information in an unbiased way. If you believe one product to be superior to another, you can say that, but you should say it in a way that is fair to both products and clearly explains why.
One of the most common ways to add this kind of content to a website is by adding a blog. Having all of your helpful content in one place gives customers an easy way to do product research without leaving your site. It also puts your brand on that advice and helps build your reputation. But having great content does more than that.

How having great content will work wonders for your site…

First, on the surface – the more interesting things you have for visitors to read or look at, the longer they’ll stay on your site and engage with your content. Many blogs and sites are now posting more than articles. They’re posting videos or sharing infographics because they’re eye-catching and can even be entertaining.

But secondly, great content also attracts new visitors to your site. If your website is answering a question that your competition isn’t, there’s a great chance that customers will start to find you – simply because you have information they’re searching for.

Great website content will:

  • Attract more visitors to your site

    Answer the questions your target audience has and they can find you when they search for answers online.

  • Keep visitors on your site longer

    The more interesting and informative your content is, the longer visitors will stay and look at what you have to share.

  • Convert more visitors into buyers

    Even if a visitor doesn’t buy something on their first visit, they’re more likely to remember you and think of you favorably when they are ready to buy. The majority of consumers now research products online before buying (up to 89%!).

Content Marketing is a long-term strategy

With some forms of marketing, you can see results overnight. However, because content marketing is working more towards building your credibility and authority, it takes some time to see it work. Once your site has a lot of useful information, you will notice more traffic and as a result, more sales. This blog will cover the basics and share some tips for writing great content (even if you’re not a writer) in the coming weeks. If you have any questions about starting a blog on your website or your content marketing strategy, please feel free to reach out to us.

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