& why your website needs it…
If your website is not generating enough traffic to earn its keep, then content marketing is the solution.
Content marketing is the most effective means of developing your brand online, educating and informing your customer base and generating sales.
A well calibrated content marketing strategy will transport your prospects, from the initial opt-in, right the way through your sales funnel to the point at which they are ready to convert.
Written content is not just about lead nurturing, however…
Content is the most important factor influencing website rankings in algorithmic search engines such as Google and Bing.
SEO, search engine optimisation, is reliant on well written content to build website stature, ensuring that it is delivered regularly in positions of prominence within SERP’s, search engine results pages. To do this it must be relevant to user queries and be considered to be informative, or valuable, to the reader.
If you are conversant with the concept of content marketing, and have found Wild Digital via organic search, please call us to discuss your requirements.
If content marketing is all very new to you, then you may prefer to carry on reading before giving us a call…
What Is Content Marketing?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Content marketing is all about publishing high quality and relevant content designed to attract a particular target audience.
But simply publishing well informed articles and reports on your website, or via your proprietary online assets, is not enough to generate traffic in itself. It is increasingly important to provide your content with additional exposure via social media platforms and other online channels, thereby accelerating uptake.
It is essential to use heavily populated internet hotspots, like social media sites and industry blogs and forums, thereby effectively placing signposts to your website. If you offer valuable insights, provide entertainment value or simply make people aware of special offers and sale goods, then the likelihood is that a healthy number of people will gladly click on your link.
Sounds easy doesn’t it? Unfortunately, it’s anything but… It’s actually pretty technically driven and scientific in approach. But we’ll get to that later…
First, you need to understand why it’s necessary to create content in the first place…
Finding Your Website In Google
New websites don’t rank in Google… Old websites that haven’t drawn attention to themselves also don’t rank in Google either.
Websites that rank in Google are the ones that have gained in popularity and stature as they have matured. They have done this through alerting people to their existence.
Simply put, if you have a website you need to let people know about it.
If you don’t, it’s like deciding to have a party and then neglecting to invite any guests.
Your party won’t be very well attended.
Content marketing is essential for online visibility. Without it, even the most beautiful website will not gain credibility or status. And, without these, Google will not deliver the most fabulous website in SERP’s, (search engine results pages).
Sadly, unless your website regularly appears on the first three pages of Google in response to relevant search queries, then the chances of it ever being found are remote.
Subtlety is Key
We have all been using social media long enough to have witnessed some pretty clumsy attempts at generating traffic for a website. Twitter feeds that say nothing other than VISIT OUR WEBSITE www.NO-CLUE.com. Facebook posts that say “we have a new website, please tell us what you think www.no-respect-for-your-time.com, etc…
What’s astonishing is that people who employ these kinds of tactics must actually believe it’s going to work, or else why would they do it? But, if they were to ask themselves how likely they would be to respond to this kind of demand, then surely the answer would be “no”?
If That Doesn’t Work, Then What Does?
The technique that regularly brings traffic to a website is simply providing the kind of information that people are interested in, which will ultimately earn you website visitor trust. Quality content, written with authority, that presents innovative ideas and provides valuable insights is generally what people are looking for.
And, it’s this kind of information that people are searching for when they turn to Google. So, if your subject matter matches what people are searching for, and Google knows that your related content has already been well received by previous visitors, it is more likely to deliver it ever higher in search results.
Eventually, with a well thought out content marketing strategy, your website will start ranking in Google for the kind of search queries that are likely to prompt interactions with your business that you are interested in.
Confused or convinced? Why not call us for a chat?
In many respects the most important form of content is the written word. However, visual content is also essential as it attracts attention and internet users respond to it more regularly than written content on its own. But, content marketing strategies that rely purely on video and graphics will not only be very costly, they will be very ineffectual in earning improved rankings in SERP’s. Google technology cannot yet decipher the messages contained in visual content. It needs words to ascertain relevance and tone etc. This is why all effective content marketing strategies outline the need for written content to be supported by visual elements.
Copywriting is very much an art form. When it is done well the impact will be self evident. Good content ultimately leads to the type of digital engagement you’re hoping for.
Well written copy is authoritative, engaging, instills trust and answers visitor queries. It is also calibrated to allow search engines to decipher what your website is about so that Google and Bing etc. know where to deliver your site in results pages.
Make no mistake, there’s plenty of poorly written content out there, but this doesn’t mean that you can afford to be complacent. Your content needs to work really hard for you in a number of different ways. If you fail to recognise the various functions that your content performs then you will be handing other businesses in your niche a clear competitive advantage.
In short, the visibility of your website and the way in which it performs in terms of conversion rates is all down to the content it contains.
There are billions of websites online, and so the competition for attention has never been so fierce. This means that there’s a growing need for businesses to produce high quality content.
Content should primarily be written for consumers, such as the visitors to your website or social media pages, but it’s also essential to remember that digital content also plays a key role in helping algorithmic search engines, like Google et al, to index information and compile SERP’s, (search engine results pages).
Google is by far the most popular search engine in the UK. So, it pays to understand how Google works and then act accordingly. Needless to say, Wild Digital religiously follow Google best practice in every respect, but no more so than when it comes to content creation.
Google ascertains the relevance of a website in relation to internet user queries by matching keywords within the content of your website with the types of queries that are being typed into the search engine. Wild Digital conduct exhaustive keyword research to establish which keywords are likely to deliver the best results for individual clients. We don’t write a word until the keyword research is complete. In fact, we won’t even begin to develop a website until we have established the keywords we need to optimise it for. If we took any other approach we would be selling our clients short.
To discuss how well written content can help support your business objectives please contact us for a free consultation.
Different forms of content
Content creation can assume many forms. At Wild Digital we monitor and adopt new best practice and trends to ensure that our approach to copywriting is at the leading edge of content optimisation. We are adept at providing:
- Long Form Content
- Evergreen Content
- Content Curation
- Promotional Copy
- Social Media Content
- Visual Content
- Website Content
- Email Copy
- Marketing Collateral
What purpose do these forms of content serve?
Most forms of content serve a number of purposes. The best forms of content have multiple applications and can be re-purposed.
For example: A brilliantly researched and written piece of long form content can be converted into other, more visual, formats that are more accessible to consumers. Content consumers are often strapped for time and want information to be delivered in bite sized chunks that can be delivered over time.
Statistics lend themselves to visual interpretation and can be supplemented by detailed written analysis. This makes stats an ideal start point for any content marketing campaign.
Well conceived and thoroughly researched content ultimately makes for the most cost-efficient investment you are likely to make in relation to your digital and conventional marketing efforts.
Contact us so that you can start making the most of your online presence.