The days have gone for businesses who overlooked content relevancy and saved their money. In the recent years, content marketing has turned out to be the king. Frankly, content was, is, and will always be the king, but using it to increase ROI is the main factor why content marketing is considered highly valuable while doing marketing both in digital and the real world.
Keep reminding yourself that; your website is not a web address for your customers to find you in the digital space, but a powerful tool to interact, educate, influence and eventually convert visitors into sales through powerful content marketing. It will open new doors for your business, locally and globally.
However, as Spider Man stated, “With great power, comes great responsibility”. You have to be your own superhero because not all heroes wear capes. Your business deserves a hero that can write remarkable words and use it as the medium to convey the message and influence the readers about your greatness.
Most marketers mistake quantity over quality. They think; the more content is on the website, the more attention will come from Google, and the website will look enriched like a sanctuary having vivid flora and fauna? Do you pamper and nurture your website enough, till, it doesn’t grow and give you fruitful results ?
Less is More
Often owners remain delusional about adding content on the different service pages of their website. And many are the ones that think adding unnecessary content will look their website filled with abundant content. Using irreverent content can hurt your business as it can force the visitor to leave the site out of boredom or being uninfluenced with the business offerings.
Although, there are no confined rules engraved on a rock that strictly says;’ Don’t write long content; otherwise, you are going to look awfully boring”. However, many marketers after the years of marketing experience suggest to trim the content and keep it short. Nonetheless, it’s natural habit of copywriters and online marketers to detail everything about a particular subject, but it eventually leads to losing the customer’s interest. In a fast paced life, people have no time to read all those long written texts that can scare them off. They want to read informational that can be short and to the point.
In the virtual world, people have the attention span of 8 seconds, even less than a goldfish, and those 8 seconds are crucial for you to add the rough patches that take away the readers from your business.
What should be done to ‘Fix’ the matter?
- Trim down the content.
- Use short paragraphs and short sentences to convey the message. You might have a different writing style, but you aren’t writing a novel. Hence, do best practices for web content.
- A very important sentence or a punch line can be its own paragraph.
- Use relevant images and video to fill out space. Don’t make your web page look to void.
- Stir words, images, videos in the right proportion.
Quality over Quantity
This also comes under “less is more”, which is universally applicable to gain marketing leads. However, many marketers churn out content-after-content and keep on posting without giving much relevant information. The main reason behind is to get Google’s attention and ranking.
Quality outweighs quantity, any time of the day. Images are a great way to gain attention – and it draws a visitor’s eye. For instance; graphical infographics can really become viral and give customers the insight of the business. Moreover, it will take less space or less text to describe that an image can do – and yet it will speak miles and influence the reader.
Content marketing should be done with proper planning and should have quality content under your belt; otherwise, people will never take you seriously.
Ask yourself certain questions before finalizing the content of your website;
- How much text is included on the page?
- How many images are in the website’s design?
- Do you have your own images or are you using paid images?
It’s always the best practice to use own clicked HD images or pictures coming from company’s photographer. If that’s not on your plate, then you can go for paid images. However, try to create, use different images every time. Be unique always. No one likes to see repetitive things. Every loves change. Change is good.
The font and heading treatment should match the theme of the website. Keep a close eye on your paragraph font, color scheme etc. It should be same and should be readable – and it shouldn’t sore eyes. Your consistency will trigger your success rate and people will likely to stay more on the website to read what you are posting.
Besides that; you have to be consistent in posting the informational content and feed you readers with valuable content. Provide accurate information in the content.
Plagiarism is a plague that eats up the website and pushes away all. Your dishonesty can do a lot more damage than you are capable of thinking in possible ways. How can you trust your business that people will love it because you are giving the best products, but failing to hire a writer to write original content with proper facts and relevant information that can influence the reader and can lead him to the payment gateway page? Remember one thing; nothing can beat originality. While you are in the digital world, you have to be very careful in regards to content marketing. Copied content can be pushed by Google and your website ends up losing in the junk of other websites that didn’t bother to change their tactics.
Ask yourself; will you like to trust the business whose content appears similar and unprofessional? Probably, you will switch to the other website to check what they are offering – and you will end up turning into sales that will influence you the most. Content has that power, but not the duplicate one.
Devote pages to each of your services and write a carefully crafted content that can speak in echoes and enhance the user experience.
And… it all begins with doing research and overseeing what competitors are doing, or what your favourite websites are creating. How they are creating and in which way they are creating content. If it’s your favourite website and you love reading content there, why are you visiting the website? The secret is hidden in the content – and that’s your magic wand, ‘Content’.