When it comes to online marketing, content is king.
There’s no question about it.
All the big guys know it. According to Technavio, content creation is one of, if not The driving forces behind online marketing. The industry is forecasted to be valued at half a trillion dollar by 2021.
Whether you’re a one-man business or run a team of crackshot staff, you will benefit from adding content to your marketing strategy.
The #1 driver of all traffic on the web? Search engines. Google in particular.
Google owns 76% of search engine market share. Employing SEO based on what we know about Google’s search engine algorithms is smart. If you want organic traffic to your website, you have to play the game. Figure out what makes search engines, Google’s in particular, tick and incorporate it into your content writing strategy.
Search drives more traffic to websites than social media.
Per Shareaholic, searches results in 34.8% of traffic to a website while social media only garners 25.6%. Of course, this varies depending on your website services/products, and some companies will do better with social media. On average, though, search engine traffic continue to dominate.
In addition to that, Google and other search engines are starting to index social media. What does that mean for you? In layman terms, search engines will soon start stealing back some of social media’s share in traffic.
The better your SERP is, the more traffic you get
Studies by Search Engine Watch show that when you’re #1 in search engine results, you get 33% of traffic for that keyword search. For #2 position, that percent share drops drastically to 17.6%.
That’s yet another reason to prioritize creating content. Search engines not only looks for SEO usage on websites, they also look for website “freshness” (how often you update/add content), the quality of the content, web-friendliness, usability of websites (responsivity is increasingly important), and context.
71% of B2B buyers consumed blog content during their buying journey, per Demand Gen. Usually between three and five articles.
79% of marketers say content marketing has been at least somewhat effective for their brand. (Zazzle Media) What’s more, Zazzle found that no one said content marketing is ineffective.
Good content makes you money.
Gotta have a strategy
You can’t just throw up a few random blog articles. It needs to be cohesive. It needs to not only bring value to your target audience, but also to bring value to your business. Otherwise this will be a waste of your time and money.
Every article you publish should have a goal. They could be:
- Build authority/trust with readers
- Demonstrate authority/knowledge
- Convince readers to take a particular action (moving along a marketing/sales funnel)
- Convince readers to connect with your brand (eg become leads)
A short year or so ago, this wouldn’t have been a priority. Just write a few articles vaguely related to your topic or service and call it good. This approach does not work anymore.
The ROI is so high that it’s a stupid business move to not approach content creation intelligently.
Content writers, content marketers and business owners are increasingly incorporating strategy into their content marketing. Zazzle Media found that in 2019, 89% of content marketers tied their marketing goals to broader business goals, well over 45% in the previous year.
Don’t forget visual aids
Visual aids in the form of photographs, and graphics help break up blocks of text. They give your readers’ brains a little time to process what they’ve just read. They can also share information visually through flowcharts and infographics.
Contently & Libis found that 75% of content marketers had better overall ROI when they used visuals.
According to Hubspot, marketers are increasingly incorporating video into their content. 48% of marketers plan to add a YouTube channel to their content marketing strategy in 2020.
Need great content? Not sure where to get started? Drop me a note anytime and we’ll develop a strategy that works for you.