One of the biggest mistakes we see businesses making is underestimating the value of content. Whether it’s blog posts, case studies, or website copy, content has the power to bring real financial value to your business in so many ways.
And yet more often than not, content is treated as an afterthought.
To understand why this is a bad idea, imagine your business as a salesman peddling your service or product. Sure, what he’s selling could be amazing. He might put a lot of effort into maintaining a professional appearance with a nice suit and great haircut (think of this as your brand design and slick website).
But if the words coming out of his mouth aren’t quite right? Your customers probably aren’t going to trust him enough to hand over their money.
While crappy content seriously jeopardises potential sales, great content does exactly the opposite.
There are a number of ways you can utilise content to attract new customers, build brand credibility, and seriously drive your profits. Does your content hit the mark in these vital areas?
Content Marketing Through Platform Advertising
Platform Advertising allows you to push the creative limits with content. Services like Taboola and Outbrain allow you to put your content in front of massive new audiences with the view of getting them to your website.
With Taboola, your blog posts or articles are displayed on massive media network websites to millions of highly receptive viewers. They look like an article but act like an ad in drawing new users to your website through compelling headlines and imagery.
Writing marketed content for platform advertising is more complex than standard blog writing. But if done right, it can generate a ton of new leads and sales.
Attract New Customers with SEO
Your website’s content shouldn’t just look great. It needs to tick the right boxes to help your business to rank on Google and increase the likelihood of attracting new users through search traffic— new users who will convert to new customers.
This is done through Search Engine Optimisation (SEO). There’s a lot of details that go into optimising your website for search engines like Google, but one of the most powerful tools is content. This is because you can improve your SEO score through what you write and how it’s written.
“While crappy content seriously jeopardises potential sales, great content does exactly the opposite.”
This includes keywords, subheaders, bullet points and more. However, it isn’t as simple as cramming as many keywords as possible onto your homepage. Google’s bots are smart, and shady SEO practices can see your site omitted from Google’s results— the exact opposite of what you want to achieve.
Yes, ads are invaluable in drawing people to your website. But nothing compares to the power of having your business rank in the top results of a relevant Google search.
Build Brand Credibility with Blog Posts
How your brand speaks and what it says is crucial to convincing your audience that they can trust you. Remember that salesman metaphor?
One way you can take advantage of this is through blog posts. By creating regular content around your product or industry, you’re positioning yourself as an expert in your field.
Publishing regular content also has the added benefit of offering something of value to users, giving them a reason to return to your website for more.
“How your brand speaks and what it says is crucial to convincing your audience that they can trust you.”
While many business owners understand the importance of maintaining a blog on their website, few see the value in paying a copywriter to create content for them. This often results in blog posts that are written from a passionate perspective, but desperately lacking in quality.
It can’t be overstated how much this can jeopardise your brand’s reputation.
Blog posts have to do two things: Offer valuable insights and be a pleasure to read. A badly written blog post isn’t going to help your business look professional or credible, let alone give users a reason to re-engage with your brand.
This is why it’s essential to work with a team who have content writers capable of delivering informative and engaging copy. Better yet, they should be able to craft blog posts that are search engine optimised and suitable for use across Platform Advertising. That way, your content has the potential to generate profit at multiple levels.