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Online Content Creation
Written by Caujuan Mayo on May 19th 2021
Creating quality & engaging online content is often overlooked by businesses & entrepreneurs but it is a absolutely critical to master it. All too often, people make the mistake of focusing on the bells & whistles of the mechanisms of online marketing, while ignoring the content.
The challenge for online marketers is that, in order to do it successfully, you have to coordinate a number of different parts. Oftentimes, marketers will give preference to one or two components and neglect other parts, which they aren’t a strong in or don’t enjoy. All too often, content creation falls into these latter categories. The irony is that the key to a successful online marketing strategy is ultimately to provide value to your visitors/potential customers.
Content not only helps you build trust and connect with your target audience, but also acts as fuel for your other marketing techniques. Let’s face it – a major component of your branding is setting yourself up as an expert. Creating valuable, interesting, informative content is a major means to accomplish this. Also, we all know that a confused mind does not buy. Your content about your product/service/opportunity has to be created to replace confusion with knowledge and trust. This is the basis of how to build your brand and promote your business online.
I’ve narrowed down three reasons why content is so important to your digital marketing strategy!
Reason #1: Your Content Must Educate Your Potential Customers
Education is the first step a potential customer takes before they decide whether your product or service is right for them. People love to buy things but hate to be sold to. They are more apt to do more research online before making a decision. This puts the onus on you to create the educational content which will remove confusion from their mind and replace it with confidence.
There are a myriad of ways that you can create your educational content. Blog posts, product pages, your home page, podcasts, YouTube videos, articles all can and should be used. More advanced marketers use tutorials, reviews, and other content that provides your customers with the resources they need to make educated purchasing decisions. Of course, the focus should be on your branding and/or your product or service.
A major mistake people make when creating content for their business is that they are too wordy and focus too much on the product’s features, instead of the benefit the customer wants to receive. In order to educate your potential customers about your product/service, you have to inform them HOW they can get what they want. Bring up their “pain points” and show how your product/service solves those products. Emphasize the positive emotions they will feel once they buy your product/service, and their problems are solved. you want to focus on the questions or concerns they may have.
Reason #2: Content Helps With Search Engine Optimization (SEO)
Content creation and SEO are the “peanut butter & jelly” of online marketing. Notice I didn’t say, pickled garlic & vegemite. You must focus on creating interesting and informative content by constantly putting yourself in your reader’s shoes – what do THEY want to read. If your target audience is engaging heavily with the content you create, your SEO strategy will be that much more successful.
Before going to bed, every online marketer prays for “evergreen” customers coming to their site, just by doing a seach in a search engine, coming upon your piece of content, and clicking through to your offer.
The amazing thing about search engines is that they are the predominant way for people to search whatever they are looking for. Logically speaking, if you optimize your content for SEO, more people will find it organically. Organic leads are the “holy grail” of online marketing, as they cost nothing to attain. Of course, nothing good in life comes for free – you have to create strong and interesting content.
SEO, in a nutshell, is all about keyword placement, backlinks, website visitors. Your content is the “meat” that educates, informs, and intrigues people. Without content, you’d have nowhere to place your keywords, no page for your visitors to read, and no information for other websites to link to. However, great content inspires your visitors to engage with your business. The more engagement means better SEO. It’s as simple as that.
Reason #3: Social Media
In partnership with online advertising, social media platforms are one of the best ways to connect with your target audience. A major advantage to social media is that it allows you to establish direct, genuine, and emotional relationships with your potential customers. There is no filter between you and them. On the other hand, fierce competition for viewers and subscribers mean that creating strong and engaging content is just as important here, as on your other platforms, such as your website.
Your content enables you to promote engagement on social media. More engagement means that your visitors will visit your platforms more regularly and frequently. These platforms are also gateways to your areas where more in-depth content can be consumed. A Twitter post can tease content, which can be linked to your blog, your YouTube channel. This gives you more opportunities to capture their contact info so that you can market them directly.
Don’t Forget About Backlinks!
Backlinks are links from external websites that that drive people back to your website. They are a very important part of bringing new traffic to your site. A backlink back to your site can encourage a visitor of another article or website to click through and learn more about you.
Of course, the crux of this entire process is, again, interesting, engaging content. If you fall into the trap of just regurgitating existing content, there will not be a reason for people to consume such mediocre content. Lack of engagement = zero links to your website.
Backlinks also help with your SEO strategy. They show Google and other search engines that you create content worth recommending. The more backlinks you have, the more authority a search engine will assume your page has.
A big mistake online marketers make is not putting out the effort to share their own unique point of view or spin. There is so much similar content already on the Internet – what is missing is YOUR unique perspective. THAT is what people want to consume. Creating your own videos is a very good way to provide content unique to you.
To summarize, creating quality, unique content is the cornerstone for your online marketing strategy. If you don’t learn and master this, you will struggle to create the engagement you need to get leads and convert them into customers. On the other hand, when you do master this, you will see a jump in your engagement and sales.
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This Organization Is A 13009190 CANADA FOUNDATION
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