The Importance of Content in the Digital World

By Lee Chapman | VP Account Services

In today’s digital world, creating content should be a top goal in order to increase more inbound traffic to your website and become a trusted advisor. Start by identifying a handful of employees who could provide quality blog content and then start out at two per month if you are new to blogging. To make sure to stay on top of the craft, block out an hour on your calendar each month to dedicate to writing your post. From there, move to bi-weekly posts and then weekly. Creating a steady content stream doesn’t happen overnight, but the more effort you put in toward it, the greater your return will be. Over time, your content will become better crafted and more educational, making your site the go-to place for relevant knowledge within your industry.

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Let’s dig into the top reasons content remains so important.


SEO

Many people do not realize how vital having a regularly updated blog can be to organic search rankings. In fact, Social Media Today goes far enough to state, “There is not a better way to add relevant content to your website on a regular basis than to utilize a blog.” Adding well-written, informative content not only encourages prospective customers to visit your site, it also increases the page count for your actual site.

If you write two blogs a week, that is two entirely new pages added to your website every week – just from the blog. This practice typically comes down to earning links to content, which greatly aids in search engine optimization (SEO). Each time you write a new blog, be sure to add tags, keywords, and a meta description to optimize the page. Nonetheless, simply writing content just to write content is not the best method. The content should be informative and high-quality, making your company’s blog a place of education.

Thought Leadership

I’ve mentioned how your blog should be a stream of educational content, but how exactly does this benefit your company? Regardless of the industry, being considered a thought leader creates a sense of trust from current and prospective customers. If you are an engineering product company specializing in electrical outlets, being a trusted source on all things electric – for example, electric vehicles and the latest trends in this space – sets your company apart from others in the industry. This educational content let's your potential consumers know the wealth of knowledge you have on your product and service, creating trust.

The content should be based on buyer personas and the buyer’s journey to build trust through established thought leadership. Buyer personas represent ideal customers and should be the main focus for developing your content plan and strategy. Start here. The goal should be to solve your personas’ problems through educating them on a topic. Similarly, the buyer’s journey focuses on what stage of the funnel the perspective customer falls under – as shown in the graphic below. By catering content to fit the proper stage, it ensures that the buyer feels understood and in capable hands.

Content Along the Funnel

Attract and Engage

The first stage of the inbound methodology is attract. Within this stage, the goal is to convert strangers to visitors, often using blogs, keywords, and social publishing. Content creation accomplishes all of this. If you are writing on relevant topics that visitors are searching for, and those pages are optimized for search you will start to rank higher in the search results and generate clicks through to your site.

The second stage is convert, which involves converting visitors to leads through forms, calls-to-action, and landing pages. While blog content does not necessarily fall under these practices, it leads visitors to these conversion opportunities. One of the best ways to optimize a blog to promote lead conversion involves adding a call-to-action (CTA) at the end of the blog, encouraging the visitor to click to a landing page that is compelling enough from them to complete a form for your offer, turning them into known leads. By adding a CTA, your content then promotes lead conversion, proving another measurable effective tactic of content creation.

In the third stage, delight, use email and marketing automation to deliver the right information to the right person at the right time in their buyer's journey. Ensure your prospects can share your content with their colleagues and peers by using a variety of content formats — like video — that your prospects prefer.  

inbound methodology

Promotion and Sharing

In modern marketing, you don’t simply produce content and leave it on the website to take up space – you share it. Social media sharing first and foremost directly promotes the content to your followers. After that, it goes a step further, encouraging your following to share the post elsewhere. This can also encourage other publishers to share your content on their platforms as well, such as a similar engineering firm who found your article on electrical switches useful. In this way, your content begins to spread online by having more inbound links to your site, ultimately driving up your site authority with Google.

Immediately after publishing a new blog post, you should have an automated email send it to your subscribed email list, letting them know new content is available and encouraging them to engage even further with you. If social sharing buttons are optimized in the email, they can then easily share the content on social media or forward your email along to a colleague, further promoting your content at no extra cost or effort for you. As the content is shared, your company name and site are also shared across emails, social media, and the Internet, gaining even more credibility and potential visitors that could convert to leads down the road.

In the ever-changing digital world, content creation has become more useful than ever for boosting SEO, establishing thought leadership and trust, attracting visitors and generating leads, and promotion and sharing.

Learn more about building your content marketing plan today:

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Lee Chapman

VP Account Services

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