Content is king. You may have heard that phrase before, but do you really understand what it means for your business and website?
While your current site may simply be a shop window for your services, failing to utilise the power of original content is a mistake.
The truth is that 58% of marketers say ‘original written content’ is the most important type of content, ahead of visuals and videos, according to Social Media Examiner statistics. Here’s everything you need to know about why content matters and how to get started.
Why Original Website Content Matters
Believe it or not, 70% of customers feel closer to the company as a direct result of their content marketing activities, according to Demand Metric. The same survey found that customers enjoy reading content from brands and 82% felt more positive about a company after reading custom content. With that in mind, updating your website with relevant and engaging content can lead to a variety of advantages including:
Improved search ranking
Search engine optimization (SEO) may seem like black magic to the untrained eye, but it’s an effective tool when used correctly. Improving your Google rank by using both local and national keywords could have a real impact on your business. Needless to say, you will need to research this area or hire a copywriter with an understanding of the best practices.
Enhanced reader attention
How’s your website bounce rate? If users visit your page to check out your services or products, the aim is to keep them there. However, if they ‘bounce’, i.e. leave the site too quickly, you have lost a sale. Using original content on your page could be your secret weapon. Offering potential customers interesting content means that they will stay on your page for longer than they otherwise would, which could lead to sales.
Lead and sales generation
Improving both your online visibility through SEO techniques and decreasing your bounce rate could lead to one major advantage. Put simply, the more people that visit your website and, crucially, stay on your website, the more likely you are to generate leads and sales. That means that using fresh content on your website can give you the competitive edge.
How to Get Fresh Content for Your Site
Now that you understand the power of content marketing for your website, let’s take a moment to look at how you can get started. Here’s what you need to know when it comes to getting fresh, engaging content for your website:
The types of copywriting
Before you get started and search for copywriters, you need to understand the types of copywriting. Website copy is the content on the main pages of your site, such as your main page, about page, and company history page. There’s also blog content, which are the posts that you publish on your page or the ‘news’. Both of these can be search engine optimised using high-ranking keywords and trusted external links.
Find trusted local copywriters
While there are many freelance copywriters online, finding local professionals could be the key to your success, especially if your customer-base is restricted to a certain area. Before hiring a freelancer, ensure that they are trusted and have experience. You can ask to see their portfolio and take a look at their LinkedIn. Talk to them about the content you hope to deliver and work together on creating a content plan that works for your company.
You should never underestimate the power of engaging content for your company. If it’s time to refresh your site, choosing to work with a local copywriter and utilise content marketing techniques will set you apart from the crowd. Why not start researching this interesting topic today and learn how well-thought-out content can boost your business?