Content marketing is much more than just a buzz word that marketing experts use. Content marketing is a proven strategy for both increasing search engine results, leads and sales. In this article, I’ll show you how powerful a content marketing strategy can be for your business. You’ll also learn why those businesses that have a content marketing strategy can often have 100 times more leads than those that don’t.
Show that you are an expert
When a new customer is searching a particular need, they want to know more about the businesses that can help them solve their problem or issues. They won’t just choose anyone. They don’t have to.
A content marketing strategy allows you to educate potential clients that you are the expert that can solve their problem. The thing to keep in mind is that you don’t have to be the best in the world. You just have to be better than your competition.
When you have several articles about the subject, you are able to give your lead more information. Before a client makes a purchase, they need to feel that they understand what they are actually purchasing.
This is also when you can show your lead that you have a deep understanding of their need or pain point. Yes, a single article can sometimes give them the information they need. However, when you have multiple articles on the subject, you increase interactions and solidify your position as an expert.
This strategy also increases your site’s search engine ranking. Bounce rate (visitors that leave your site without going to other pages) and time on site ( how long a visitor stays on your site) are two of the most important factors search engines use to determine the quality of your website. When you create and link to multiple articles on a subject, you both lower bounce rate and increase your visitor’s time on site.
More interaction with new customers and leads
A content marketing strategy also gives you more opportunities for you to interact with your customers. Customers very seldom purchase on a whim. Today’s consumer is quite sophisticated. Numerous studies show that it often takes 7 or more interactions with your brand or business before a lead becomes a customer.
Now that you have begun a strategy that brings visitors to your website, give them a reason to return. Use this as an opportunity to ask them to subscribe to your blog.
A better strategy is to offer leads a reason for them to give you their contact information. Consider creating additional content that they can download. This is known as a lead magnet. Ask your visitor for their email address so that you can send them the information they want.
Once they are on your email list, send them additional information to help them make their purchasing decision easier.
If you aren’t sure how to create a lead magnet, take a look at How To Create the Perfect Lead Magnet. This article will show you how to create a lead magnet that is right for your business.
Content marketing increases website traffic
Sites that don’t have a content marketing strategy just won’t show up in search results anymore. The search engines are constantly crawling the Internet looking for new content.
When we first started design websites 20 years ago, just having a website would be enough to beat the competition. You were almost guaranteed leads and new customers. Today you are competing with thousands of times more websites.
In the past, search engines had a much easier job of deciding what content was relative. Now search engines like Google and Bing, must rely on very sophisticated algorithms. They are not only looking for relative content, but they are also looking for fresh content.
Without a content marketing strategy, the search engines will simply forget about your website. There are literally millions of abandoned websites. The last thing Google wants to do is send you to a website that is no longer relevant or being maintained.
Today, you must update the content on your site at least once a month. If not, the search engines will just forget about your website.
We have access to the web traffic statistics of hundreds of our client’s site. One of the most obvious results is when we compare a two-year-old website that doesn’t have a content marketing strategy and a four-month-old site that does.
The four-month-old website is getting 500 times more traffic than a website that has had two years head start. Even worse, the two-year-old site is no longer showing up in search results. Both sites are using the exact same platform (WordPress) and the older site actually has less competition.
Today’s web is highly competitive. You must give the search engines and leads a reason to visit your website. Customers have many more choices when they are deciding who they want to do business with. The internet has created sophisticated consumers. You have to be perceived as an expert in your field. It takes many more customer interactions than it did in the past. You don’t have to be the best in the world (it does help if you are), you just have to beat your competition.
If you still aren’t sure how to implement a content marketing strategy, drop us a line. We’d love to help your business increase its leads and sales.