Why Content Is Critical
We’ve all heard the phrase “content is king.” But what does it mean? Simply put, content is what drives the Internet. It gives you a vehicle to deliver massive value to your customers while conveying your brand’s personality in a fun and helpful way. While content can either educate or entertain, the best content does both—giving people the information they need in a entertaining and easy-to-consume manner. That’s the kind of content that drives searches, visits, shares, inquiries, and even purchases. Is it any wonder why 92% of organizations view content as a valuable business asset?1
The Benefits of Content Marketing
Many companies produce content without really knowing why. What’s your goal—what does that content accomplish for your business? The answer will be a little different for every company, but in general these are the biggest recognized benefits of content marketing:
Content Improves SEO
One of the best reasons to do content marketing is because it improves your organic search results for high-value keywords. The more content you produce, the more keywords you can rank for, and the more potential customers you can attract to your site on a regular basis. When you fill your site with high-quality content that’s relevant and useful to your audience, people will come back again and again—improving your organic search results more and more over time.
Content Generates Credibility & Authority
When you begin to produce high-quality content a consistent basis, you begin to position yourself as an expert in your industry. As more people discover your content, more people will come to think of you as the go-to source when looking for more information about the topics relevant to your business. As a result, your word will become more credible and authoritative, and people will trust what you say because you have demonstrated your expertise through your content.
Content Nurtures Leads Through Education-Based Selling
Another fantastic reason to produce content is that it can help answer the questions and dispel the doubts that prospects may have about your product or service. This “education-based selling” is a way of nurturing leads by educating them on the exact things they need to know in order to make a purchasing decision from your company.
Content Generates Awareness
We’ve already established that content marketing improves your organic rankings. But another related benefit is the increase in awareness that comes from publishing more high-quality content. As people begin to see your website appear in the search results more and more often, they’ll begin to recognize and remember your brand—which means they’ll be more likely to search for you in the future, and more likely to pay attention when they see your name appear in an ad, article, email, or anywhere else online!
Content Improves User Engagement
When you fill your website with great content, people stick around. They’ll spend more time on your website, view more pages, and come back again and again. This is how you create a dedicated following online: by publishing one piece of highly engaging content after another.
Content Generates Social Shares
Most people think of content marketing in terms of its remarkable value for SEO. But content plays an essential role in social media marketing, too! By pushing out your content on social media, you’ll increase traffic while helping to spread your content to a wider and wider audience every time someone shares your content with a friend or family member. This is the sort of thing we mean when we talk about the importance of having an integrated content strategy that spans all the marketing channels where your company has an online presence.
The Most Effective Forms Of Content
While the word “content” most frequently refers to written content (articles/blogs), it can actually refer to any sort of information or education presented online. In the end, everything on your website, in your emails, and on your social media accounts is technically content.
Articles & Blog Posts
Articles are the most common type of content, and for good reason. While video continues to get more & more popular, text-based pages are still the primary way that content is delivered online. And when it comes to SEO, blog articles have a distinct advantage over other forms of content like podcasts and video: text-based content is easily crawled by spiders, making it easy for search engines like Google to figure out what your page is about.
If you run an ecommerce store, your product descriptions make up the most valuable content on your website. Just because your product page contains an “Add to Cart” button doesn’t make it any less relevant in Google’s eyes. After all: how many times have you Googled something and seen an Amazon product page come up in the search results?
Infographics are a highly effective way to take content that would otherwise be dry and boring—like statistics, timelines, and pie charts—and present it in a visually striking way that’s highly engaging. Studies suggest that articles containing infographics tend to generate more social shares than those that don’t, making this a great way to take complex content and make it quick & easy for your visitors to understand.
Reports, White Papers, & eBooks
Reports, ebooks, and white papers are typically more formalized ways of presenting information. Often presented in a PDF format, these documents are frequently used as “opt-in bait” to help grow your email list. If you want to generate more email subscribers, one of the best ways to do it is by offering visitors a free report if they opt in.
When done right, videos are considered the most engaging and professional form of content out there. If your business needs to communicate some piece of information in a way that’s guaranteed to grab your visitor’s attention and keep hold of their interest, then video is your best bet. A great example of this is an “explainer video” on your homepage that explains to new visitors exactly how your product or service works along the benefits of purchasing it. We have build up relationships with several highly professional video producers that we entrust with all our custom video production needs.
Content Marketing Services We Offer
We offer a full suite of in-house content marketing services designed to help increase your organic reach, drive more traffic to your site, and build your brand’s identity as a voice of authority in your market. The services we offer include:
In order for your content to be effective—in order for it to actually serve a business function for your company—it has to fit within a larger holistic content strategy that integrates the efforts of all your content, targets relevant keywords, and helps position you as an authority in your market. Unfortunately, most companies fail at this; According to data from Altimeter, 70% of marketers lack a consistent or integrated content strategy.2
That’s why our first step at BKMedia is always a strategy session to ensure that your content marketing efforts are all in perfect alignment. We’ll outline aggressive yet realistic goals for your content strategy and agree on a series of steps that will get us there, so that your company can experience the massive growth that’s possible with great content marketing.
Content Generation & Repurposing
We create only custom content that is tailor-made to serve your unique business goals. Unlike companies who produce nothing but cheap, keyword-stuffed filler posts, our content development services are intended to create high-quality content that generates traffic, leads, and sales for your business. And part of this service includes repurposing and refining any existing content that isn’t currently living up to its potential—a process that can reap huge rewards if you already have a blog that’s underperforming.
Research & Competitive Analysis
A lot of research goes into a good piece of content: both research around the topic itself, as well as research into the competition around the keywords that post is intended to rank for. Before writing a post, the best practice is to perform a competitive analysis to find out which of your competitors are already ranking for the keywords we’re targeting. This will help give us an idea of what we need to do to create an even better piece of content that can leapfrog your competitors in the search results.
Copywriting for the Internet is very different than writing for other media like print, radio, or TV. Writing effective web content requires a strong grasp of both persuasive writing skills and technical SEO know-how. Without strong writing skills, your content will fail to keep readers interested. But without proper SEO techniques, the content will never be seen at all (because it will be buried on page 47 of search results). That’s why we strive to create content that is both compelling and highly relevant in the eyes of the search engines—content that appeals to both humans and Google.
Nothing kills the credibility of a piece of content faster than a bunch of misspelled words and grammatical errors. After all, how can you trust an article when the author didn’t even bother to run a spell-checker? This is why, after your content is finally written, we go through an editing process to ensure that typos, grammatical errors, and other mistakes are fixed before the content goes live. We want to make sure that every single page on your website presents your company in the best possible light.
Reporting & Optimization
Last but not least, we’ll keep you informed of the progress your content marketing efforts are having on your bottom line. We’ll track your search results for high-value keywords, along with your organic traffic to make sure that our content development efforts are, in fact, moving the needle for your business.
Schedule Your Free Strategy Session
Are you ready to grow your business with high-quality, engaging content that’s guided by a smart and integrated strategy? Then give us a call or click the button below to contact us for your free strategy session. We’d love to chat about some of the challenges you’re facing in your company right now, and discuss some of the ways that we can help you achieve your business goals.