Content creation is essential as a way to build brand recognition and engage with your target audience. Without quality content and a solid online presence, your business has little chance of being competitive.
New tools and methods are continually evolving that make it easier than ever to produce content for your website quickly, but that may not be the best strategy for your business. The real question is how your prospects feel about your content.
It’s a good idea to post something new and relevant on your blog at least once a week. Consider whether the content you’re providing is informative and interesting. Does your content address different stages of the buyer’s journey? What type of content do your prospects and customers want?
Content That’s Effective
Each page of content that you put up should have a purpose. Some types of content that may resonate with your prospects include:
- Case studies. At the beginning of the buyer’s journey, case studies often provide details that help to build credibility.
- Industry events. Content that’s tied to industry events is likely to spark the interest of your prospects.
- Researched information. Website visitors have many reasons for browsing, but one of the top reasons is that they’re looking for specific information. Providing detailed, up-to-date information helps to make you a valuable resource. Include quick insights and shareable statistics.
Buyers start exploring website content at the beginning of the buyer’s journey. Providing quality content that has links to help visitors navigate the site is a good way to earn trust in your brand as an authority. At the same time, buyers don’t want to be bombarded with sales messages. Most are looking for content that’s useful and helpful rather than a sales pitch.
Buyer Preferences in Content Length
Long-form content is a good way to provide in-depth information about a topic. When you take the time to put together detailed information, you position yourself as a resource that people can trust.
This doesn’t mean that all content has to be long form. It also doesn’t mean that you have to keep cranking out new content rapidly. Information from an in-depth piece can be repurposed into shorter pieces to allow those with a shorter attention span to consume your content in bite-sized pieces. Keep reinforcing the value of the information you provide. Work on doing more with the content that’s being consumed.
Leverage graphics such as eye-catching photos, graphs, charts and video content to help capture attention. Analyze what topics, styles and length of content are getting the most engagement both on your blog and on social media. Besides analyzing your own content, spend some time reviewing the content posted by your competitors to see what’s stimulating the most engagement.
Content should be created with the audience in mind. It should be enjoyable to read while providing value and it positions your brand as one that offers the information and solutions they’re looking for.
For help building a content marketing strategy that works, get in touch with Softline Solutions. Let us help you build your online presence.
