As Benjamin Franklin famously quipped, “Either write something worth reading, or do something worth writing about!”
According the National Retail Federation, upward of 90% of customers will research a product online before walking into the store to make a purchase. So, online content is a business’s calling card. In giving consumers the information they are looking for, content marketing is of value to the reader. The customer comes looking, if not for a particularly business, then for the information that will put them in the know and get them the best deal.
The key to increasing hits and corresponding inbound traffic to a business site can be summed up in two phrases: Innovative Quality and Customer Engagement.
The most effective content marketing material draws the reader in and educates. It is both innovative and authoritative. And, to paraphrase Franklin, the better the content, the greater the draw. It should engage the reader and provide basic information in a knowledgeable way. And it should “show” not “tell” by providing stimulating visuals. In business terms, it should have its own Unique Selling Proposition.
The more authoritative, the more stimulating, the content the more the consumer is engaged. The more the potential customer is engaged, the higher the “feel good” factor. The higher the feel good factor, the higher the numbers of inbound traffic to the business’s web site.
Juggling all the content marketing balls can be a daunting task, especially for a small business owner. Is it worth the time and expense of hiring professionals to produce what the owner almost certainly does not have the time to do? In answering that question, it is worth considering that Kapost studies have shown that quality content marketing is 3 times more likely to generate quality leads than advertising alone.
The final factor is an ongoing commitment to providing customers with information. To be most effective, online content should be dynamic and organic and grow and change on an ongoing basis.