Back in 1996, Bill Gates said: “Content is king.” Over 20 years later, his statement remains true
Content marketing is a fairly simple yet highly effective concept. It is a marketing strategy that involves the creation of various types of media content in line with the key principles of search engine optimization to generate greater engagement with your business online. This might include web pages, videos, articles, white papers, infographics, and blog posts, just to name a few examples. Content marketing focuses on maintaining and producing relevant, insightful, and up-to-date information that is carefully targeted to ensure a higher conversion rate and retain a more loyal customer base. But how exactly does it guarantee that your website will attract leads? Here we fill in the gaps:
When looking for any product or service online, most customers start their journey by entering their query via a search engine such as Google. The engine then returns a list of web pages with content that scores well for the search term and has a high trust rating, demonstrated through backlinks from other reputable sites online and useful, well-presented content.
If your website can provide engaging and helpful information that the customer needs, you are demonstrating authority and expertise in your field. A customer is often more likely to give their details to or invest in a business that is positioned at the top of the search results.
Attracting qualified traffic
Qualified traffic, compared to regular traffic, refers to any visitors to your website that show a higher chance of becoming customers. With a highly targeted content marketing strategy, you will be funneling a higher number of quality leads to your site, resulting in higher click-through and conversion rates.
The beauty of content marketing is that it is possible to produce content across a range of platforms - including your website, blog, social media, and other sites - that is designed to attract these specific visitors. Getting them to your website is the difficult bit, but if your products and services are of a high-quality, then converting them into a customer shouldn’t be too hard a task.
Showing your customers exactly how your business can help is a great way to attract leads. However, don’t forget to give proof of your past achievements alongside this. Some good ways to do this are through white papers, infographics, galleries, testimonials, or case studies. Tell, but also show. It's also important to link up with third-party review sites. Provide evidence of your success and a customer is almost guaranteed to feel confident investing in your services.
High-converting landing pages
The trick to guaranteeing leads is to effectively leverage your landing pages. Your content marketing strategy may involve creating specific journeys for customers searching a range of keywords. Whether you use organic or paid-for content marketing strategies (or a mix of both), ensuring you direct your customer to a specific landing page optimized for that keyword and providing relevant information for that query will improve your chances of conversion. This page should be well-structured and to the point, as this is when a visitor can gain the ‘lead’ status. Make sure to use lots of white space, targeted keywords, and a CTA (call to action) strategy that will funnel your readers through the desired outcome – this may be investing in your products or services, or simply submitting their details to your database.
If you need help to better represent your brand, don’t hesitate to contact S2W Media – we are more than happy to help. Whether it's marketing automation, omnichannel programs, content syndication, or much more, trust a member of the S2W team to help you out. Get in touch today firstname.lastname@example.org