Engaging website and blog content can make you taller, smarter, and better-looking to your target market.
Skimpy or sub-par content will cost you money—and customers.
Have you ever come across a blog or website and been really impressed with the quality and relevance of the writing and the information provided? Are complex topics conveyed in simple, understandable terms? Does the content engage readers who may be unfamiliar with the subject matter as well as industry experts?
Blog and web content that offers current, relevant information and tells readers something they didn’t already know captivates target audiences, plain and simple. It keeps them on your site longer, and keeps them coming back for more.
When your content is polished and professional, target audiences are much more likely to do business with you and share your blog or website on social media. They’ll recommend your business to friends and family because you gained their confidence. Your content didn’t waste their time—in fact, they found it valuable. And herein lies the essence of successful marketing and business growth in 2017: high-quality, informative, customer-centric website and blog content.
Plus, there is a human connection that resonates with potential customers when information provided on a company website or blog answers their questions and enlightens them with facts and insights they didn’t find anywhere else.
Content is key to both reaching target customers and relationship-building
Customers in your target market have a problem for which they need a solution—whether you’re a hardware store owner and they’re looking for an extension cord, or you’re an aesthetic practitioner and they’re seeking information on Botox injections, you can bet they’re researching a number of competitors online. When they visit a website, they expect to be able to navigate easily to clear and concise content that helps them find what they’re looking for. If they aren’t impressed in a matter of seconds, they’re off to the next website in their search results. Businesses lose potential customers this way every day.
Providing relevant content is only part of the equation. If website or blog content is out-of-date, poorly written, contains grammatical or spelling errors, or if there isn’t a consistent flow of new content available, consumers get a negative first impression and quickly move on to a competitor’s site. When a shopper comes across a site that engages them with polished and professional content, current information, and an informative blog, they’re more likely to become a high-quality lead and potentially a loyal customer.
Most consumers today depend on internet searches to find products and services. In hyper-competitive markets, expectations are high.
Many business owners still haven’t grasped the urgency of content creation. Technology has restructured marketing strategies to meet new consumer behaviors in this digital age, and businesses that haven’t adapted can’t compete. More than ever before, content is king. It needs to be expertly written, customer-centric, and search engine optimized (SEO) for target customers to find them in a sea of market competitors. It also needs to be generated constantly—and it’s demanding work.
Business owners and their employees who just 10 years ago wrote and managed the company’s web and blog content themselves simply can’t keep up with today’s demand for continuous, high-quality content generation. It’s simply more than anyone with a business to run or a full-time job to perform can manage effectively.
Additionally, unless your content contributor is a professional writer with expertise in digital marketing, search engine optimization, market research, social media, blog management, and a host of other skills—and no other work responsibilities—DIY content generation is no longer an option for businesses in competitive markets.
Organizations that have established in-house marketing positions with a marketing manager and one or two staffers often find themselves struggling to keep up with the demands of constant content generation in addition to all their other responsibilities. More often than not, there is so much pressure to continuously produce new copy, chances are the quality of the content will suffer. Poor quality content can actually do more harm than no content at all when it comes to achieving your marketing goals.
Growing numbers of these organizations are outsourcing at least a portion of the content generation to professional freelance writers or agencies. It’s a great way to meet high-quality content demands, attract target customers, and boost online visibility, while improving staff productivity.
The decision to outsource even a portion of the content writing rewards businesses with significant ROI. If the content demands are met, customer traffic increases and continues to rise as long as the consumer base is getting what they need to search for solutions online. When shoppers land on a site that ticks every box, they stick around, often do some shopping, and they come back again to shop some more. Most consumers depend on online searches to shop for products and services, and all they have to go by in choosing a business or professional services is the organization’s web and blog content.
Outsourcing some or all of your content is a great solution for achieving your marketing goals and avoiding heavy losses in leads and income. Here are some findings from the Content Marketing Institute that should put the value of outsourcing into perspective:
- Content marketing costs 62 percent less than traditional marketing and generates about three times as many leads.
- Sixty-four percent of B2B marketers outsource content writing.
- Sixty-one percent of consumers feel better about a company delivering custom content (as opposed to stock, cookie-cutter content) and are more likely to buy from that company.
- Seventy-eight percent of consumers believe that companies delivering custom content are interested in building good relations.
Outsourcing content to a professional writer with the necessary marketing, tech know-how, and optimization experience and expertise can save your business time and money, both in the short-term and the long run. And don’t forget, it will make you taller, smarter, and better looking in the eyes of your target audiences.
Click here to request more information about professional, affordable outsourcing services offered by Liz Ernst.