The importance of your content shouldn’t be underestimated. When you create content, look at it as a currency. It has value. The more time you spend on it the more value your business and your audience will get from it.
Writing compelling content that attracts your audience and draws it closer to conversion is essential to a successful content marketing strategy.
Content writing is a skill. It's been embraced by marketers and is now an accepted marketing discipline. Writing content isn't just about putting pen paper, so to speak.
It's about insight. It's about having the knowledge and understanding of your business, it's products or services and the desired audience.
Content writers use their understanding to convey benefits and solutions to the target audience, whilst keeping a keen eye on SEO.
Content writing (and content marketing) is important not only because it engages and attracts your audience, it's also important for other reasons too.
Improves organic search rankings
If you're ranking below your competitors in search engines, potential customers are seeing competing content in SERP above your own. When that happens the likelihood is that your URL won't be clicked.
To rank above the competition content writers need to be producing consistent and great pieces of content with the aim of:
- Out-ranking competitors on common and long tail keywords
- Solving a need and providing a solution
- Generating leads / conversion
Demonstrates you know what you're talking about
Creating engaging content about your industry and products demonstrates you know what you're talking about. This means Google's algorithms perceive your content to be authoritative and will rank it higher.
The more authority your content has the higher the likelihood your audience will trust your business. And trust is not a bad place to start when trying to attract business.
Higher probability of sharing
Content sharing is a great way to spread the word. Maintaining social media traction by posting relevant content, like blog posts for instance, will increase the chance of it being shared. This means more traffic And the more traffic, the greater chance of a lead or conversion.
Increased audience retention
Don't forget your existing customer base. It's very easy to focus on new business and roll out great content solely focused on new customers. But writing content for your existing customers is just as important.
Increasing customer retention through effective content generates a positive experience. It encourages your customer base to continue using your business.
At Codehouse we support our customers in their content creation efforts. Our Digital Experience team will provide the best guidance for creating great content. Get in touch to find out more.