Want to attract new customers, make more money and strengthen your retention rate for your business?
Ensuring that you have exceptional content on your website is key to ongoing marketing success today. Content that provides real information and value for your prospects and your customers will establish your brand and set you apart from the competition. You have to think of yourself like the ocean that’s generating the waves of information, and not like the wave itself that’s coming ashore. If you only give a little, your competition will woo your customers with better content and you’ll lose out. If, however, you have in-depth, interesting content, your customers will keep coming back for more.
Here are 3 simple ways you can make your business more successful with stellar content.
1. Know Your Audience
Entrepreneur.com says 62% of millennials surveyed agreed that the content that they read and see online…makes them feel more connected and loyal to a brand.
Regardless of whether or not your customers are millennials, they need to feel connected to your brand through highly relevant content that’s actionable and helpful. You have to write or curate the best content on the web in order to establish trust with your clients and you have to make sure it’s what they want.
What’s relevant to your market?
Can you poll existing clients to see what they want to know more about?
How can you mine your analytics to see what content is going viral, being shared the most, discussed the most?
Which links are people clicking on and what stories from your newsletter is your audience responding to the most?
Look at your data to help glean a story about the type of content your audience is responding to the best. Then get or make more of that content.
2. Be Sharable
Social media sites and blogs reach 8 out of 10 people browsing online and account for 23% of their connected time according to Kapost.com. If you need a PR solution for your business, you don’t have to outsource and pay crazy money to get exposure. Great, viral content is one of the most effective ways to get the word out. Work with what you’ve got. Get on Facebook, Twitter, Instagram, and Pinterest. Tap into the vast customer base that needs your product or service.
How do you create really great content that goes viral?
Follow some common tips laid out in an interview on HubSpot by Neetzan Zimmerman (@Neetzen), the previous top content writer for Gawker. With tips like, #3) Aspire to Inspire and #5) Study the data and analytics, there are a lot of tips that are common sense, but a good reminder that some elbow grease goes a long way in getting things accomplished, even in content writing.
3. Customers Love Freebies
You should always have your content be available for free. Well, almost always. Consistent, valuable content should be a part of your regular posting schedule to earn trust and credibility in your space. However, there are times for creating special reports, releasing studies and providing super impactful content that you’ll want to ask for something in return, like contact information. Exchanging incredibly valuable content to one of your website viewers in exchange for their contact info allows you to have a way to reach out to them again in the future and provides them with something of true value. It’s the essence of an effective marketing funnel, which is a whole other topic.
There’s a great OpEd by Kate on Entrepreneur On Fire’s blog about the value of free content, and what’s the right blend, or if you’re giving away, “too much.” If you have a few minutes, I highly recommend you read (or listen) to, “How much content should you give away for free?” It’s a great place to start.
The important thing to remember is that no one is going to give you their email and contact info without already knowing that you give good content already. Establish the trust, provide loads of value and then you can work out an information exchange that will benefit your business and your audience.