If you’re an online business and quality content development isn’t part of your digital content strategy, you’re a step behind. That’s what search engines want in 2014 – that is what consumers want. If you plan to “ride the gravy train,” you had best follow suit.
The truth is that content has always been king on the Internet. However, whereas the focus was always on quantity in the past, quality now holds the trump card and determines the success of marketing campaigns. A somewhat logical progression, it seems like.
According to studies, the average small business spends between 25 and 30 percent of their marketing budget on content creation and distribution. Some companies invest as much as up to 50%. Why? Because they see return on investment. They make money.
Are you cashing in? If you’ve been outsourcing to budget writers, or you’re on the fence about increasing your marketing spend, here are eleven good reasons why you should pay professionals to focus on producing quality content for your web pages.
1. User Expectations
The Internet is growing up. People expect more. Users are more web-savvy. They can tell a spammy site or page from a qualitative one, and they are quick to hit the back button on their browsers if your copywriting even looks like it might not deliver. Where do they go? Usually to your competitors! Give your visitors a reason to not leave by entertaining them, captivating them, and providing useful information.
2. Click-Through Rates
Quality content increases click-through rates (CTR). It starts with your headlines. Create magnetic headlines for your blog posts, emails, and paid ads and prospects will click through to your pages. Because you need to get people to them in order to sell, increasing your CTR is important for online success. While there are other factors that affect click-through rates, ensuring that headlines compel readers is critical.
Good blog writing and article writing engages readers. Engaged readers come back to your site again and again because they find it useful, informative, and interesting. They bookmark your website, subscribe to your feed, and sign up for your newsletters. Every visit is an opportunity to sell your product or service, as well as an opportunity to get clicks for your ads and referral programs. It all translates to more money in your pocket.
These days, every man and his dog has a website. Some of them even look snazzy and offer great products. To stand out, you need to develop your brand and build authority in your industry. To do that, you need to produce high-quality content consistently (or hire a copywriting agency that can) and position yourself as an expert. Once you have established trust, you will not only win more customers, but also attract new opportunities.
5. Lead Generation
Without leads, how will you makes sales? You can’t. You need people to sell to. You can generate online sales leads in number of ways; there are many content marketing tactics that can help you draw prospects. But these methods usually have one thing in common when effective: the ability to persuade. Persuasion is how things get sold online – even offline. You will not persuade anyone with slapdash, mediocre copy.
6. Conversion Rates
Web pages that contain quality content convert more visitors into buyers. Of course, that’s if you have compelling call-to-actions in the right places, but even these form part of your “quality pages.” Prospective customers will fill out your forms, call your company, and purchase products from your website if you successfully engage them. Sometimes, even when they didn’t intend to. Improve your SEO copywriting to boost conversion rates.
7. Inbound Links
Professional copywriting, content writing, and blogging attracts incoming links from other trusted websites and blogs in your industry. When your content is valuable, other site owners will link to it because their visitors may find it useful and engaging. This can boost your web traffic, authority, and sales. Inbound links from influential sites also convey to search engines that your site is qualitative, which can improve SERP rankings.
8. Search Engine Rankings
Speaking of rankings, gone are the days when article writers could churn out hundreds of second-rate articles and land a number one spot in the SERPs. Search engines like Google have made it perfectly clear that they are after high-quality content now, and pages that contain that are awarded the top spots in the results pages. Low-quality pages are demoted or punished by the likes of Panda, Penguin, and Hummingbird.
9. Web Traffic
Naturally, trusted incoming links and high search engine rankings bring more web traffic. That means that if your website copywriting is up to scratch and your inbound marketing basics are in place, you can sell more products and generate leads. As a business or marketer aiming to succeed online, creating (and continuously testing) landing pages that sell should definitely be part of your marketing strategy.
10. Social Shares
Can your content writers write in-depth quality content that is newsworthy and informative? If they can, there is a good chance that readers will share it with their friends, family members, and colleagues through social media, which can boost your search engine rankings and traffic. It could even go viral, in which case you would experience a surge of traffic to your web pages and could acquire a lot of new business.
Whether you’re a freelance writer, a blogging service, or a small business, everything that you write and publish is a reflection of you. That’s an excellent reason to put out the very best that you can every single time. Why create content that could hurt your reputation? Sloppy and inefficient are probably not your own personal traits, so why give others that impression. It’s better to take your time and deliver epic content.
Can you think of any other reasons to focus on creating quality content? Why do you do it? Tell us in the comments below.