When maintaining a company website, you don’t want to push out content blindly. Your marketing budget is not best spent on maintaining an online presence just for the sake of it. Rather, you want to strategically select your content to drive engagement and ultimately conversion.
Remember, the goal of your website is to generate leads, engage those leads, turn them into customers and further the relationship by nurturing loyalty to your brand. Unfortunately, you won’t be able to achieve all those things if you haphazardly put together a website and fill it with random and inconsistent content.
The Quickest Way to Push Away Customers
If it’s not easy and intuitive to find and navigate your business’s website, you substantially diminish your ability elicit action. If a visitor experiences slow loading time or struggles to make heads or tails of your website’s confusing interface, you can bet that they’ll leave your site within seconds.
According to Forrester Research, a well-designed user interface can boost your site’s conversion rate by up to 200%. Additionally, only 25% of users venture into the 2nd page of search results. Thus, the importance of a smooth user experience and a fully optimized website is impossible to ignore.
When prospects come to your site, you have mere seconds to make a good impression. Those few seconds are integral to capturing your leads’ attention, communicating your story and moving them into your sales pipeline. Simply put, a stellar interface and an optimized website must be paired with an equally stellar content strategy.
First and foremost, be aware that there is a wide array of content, each serving a unique purpose, that should be carefully considered to be part of your content strategy. Aside from highly valuable blog articles, customer stories/testimonials and white papers, visual content, like infographics, is highly effectively at quickly communicating your message and reaching key demographics. Candidly, visual content is something I know I need to work to increase in my own content strategy!
The Power of Visual Content
It’s estimated that 81% of users only skim content, making how you organize and present this content increasingly important. Moreover, studies have found that posts with images increase engagement rates by a whopping 650% compared to text-only posts. It’s also worth noting that video content attracts 3x more engagement than text-only posts.
Whether it be blog articles, images, infographics, videos, tutorials and animations, white papers, or podcasts, every type of content you produce must be optimized for your users as well as search engines. It’s a delicate balance between the two, but the end result is a substantially higher reach for your content that maximizes your marketing/public relations dollars.
Appealing to Customers vs. Search Engines: A Delicate Balance
Admittedly, optimizing your web content can prove challenging and time consuming. It takes technical know-how and a ton of analytics to process and apply into practice. Often, this sort of time and technique is not something many business owners have to spare. For clients whose business requires a highly technical content strategy, I often recommend they enlist the help of a creative agency to tackle this workload with efficiency and expertise, leaving the business owner more time to do what they do best. In this relationship, I serve as the project manager and lead content developer, who focuses on producing relevant, high quality content, while the creative/SEO agency focuses on the optimizing the content for search engines.
As I mentioned above, it’s a delicate balance and I can’t stress that enough. Speaking from the public relations side, you can’t overly conform your content to “play” the SEO game otherwise you risk producing content that is loaded with keywords and awkward sentences to fit these keywords, but loses its “human” element. While this content engages search engines, it will not engage your customers!
I hope this brief intro into developing an effective digital content strategy for your business has sparked some new ideas, and possibly some critical questions for you to consider. If you find yourself hungry for more insight, I recommend taking a look at this infographic by Micro Creatives on the best user experience and SEO practices for your multimedia content. Not only is it filled with valuable, easy-to-consume information, it also demonstrates the effectiveness of incorporating visual content into your overall strategy!
What burning questions have I left unanswered (I anticipate many!)? Start a conversation by asking your top one or two below. If it’s outside my expertise, I’m happy to enlist my network of SEO experts to chime in!