Content marketing is writing articles for your website. It takes work and commitment, so is it worth it?
Let’s have a look.
1. Improves your SEO
SEO is search engine optimisation. Every website has something called Page Rank. Google, and others, use this to decide whether to show your website in search results.
The more pages your website has, the more ‘authority’ the site has with Google. By writing articles and increasing the size of the website, you’ll be improving your Rank.
2. It humanises your business
People buy from people. That’s why your About page is one of the most visited pages on your website.
People are nosy and what to know more about you. By sharing stories, case studies in your articles, you become more human, and that’s a good thing!
Which leads to number 3.
3. You become an authority in your field
Take some time out and find your local competitors. Have a look at their websites and think about if you were the customer.
Which one stands out for you?
If you’re like me, it’ll the one with lots of information, helpful guides, hints and tips? One that answers my questions?
And that’s what writing articles does for you. It puts you above your competition. It gives a reason for your potential customers to stay on your website. With each article they read, they develop more trust in you and your business.
It is surprisingly easy to become an authority in your field as very few local businesses do this.
4. Improve conversion rates
At the end of the day, you have a website to generate sales. The more articles, the more information you have on your website, the more enquiries you’ll receive. The graph below shows this clearly.
5. You’ll show up more often in Search
Not only does having more articles improve your page rank, you’ll show up more often. There’s a phrase called ‘long tail search’. It’s where people search using questions or long phrases. Things like: How to create the perfect About page. Guess what, I’ve written an article with that as the title.
Think about what people will be searching for in your business. What questions do you get from customers. Then write an article on it.
6. Supports your social media
Social media is about being social. Instead of sharing your home page, you’ll be able to share articles that people will want to read.
And, if they’re interesting and relevant, then people will share these articles for you.
You may find people ask questions based on your article, giving you a great way to start a conversation.
7. Other websites may link to you
You never know, someone out there may link to an article on your website. So you’ll be receiving traffic from another source. It depends on your field and what you’re selling of course, but this is possible.
8. Increases leads
Another statistic is that, the more content you have on your website, the more leads you receive. The ideal number of pages is 400, but don’t let that put you off. Every time you press publish, you’ll be a step closer. And, it won’t take long before you have a larger website than your competitors.
9. Demonstrates the company is alive and well
Having new and fresh content on your website tells people you’re still trading. It’s reassuring and, again builds trust.
Use news items, case studies in your articles to show that you are alive and kicking!
The Downside to Content Marketing
There is a downside. Writing content takes commitment and, to do it well, consistency.
It may not sound much to write an article once a week, but trust me, it is very easy to let other things take priority.
But, if you can schedule the time to do this, the rewards are worth it.
What do you write about?
There’s lots of things to write about, but even I get stuck at times. If you find yourself wondering, then head over to my Writing Articles post and you’ll find 100 ideas to help!