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Grow your traffic with content marketing

 

Why do organizations use content marketing? The reasons differ, but all have to do with the objectives of the business. Some companies use content marketing to demonstrate their authority on a subject and to convince customers that they are the real deal, especially in the B2B space. Other businesses use content marketing to drive sales. Companies generate interesting content to entice customers away from their competitors and get them interested in their products. Content marketing can be used throughout all stages of the customer conversion process, from lead generation to lead nurturing to generating revenue.

Getting things done around your business that might be described as menial but time-consuming tasks is an important part of business management – yet many business owners struggle with this massively.

 

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The Benefits Of Content Marketing

 
  • Greater online visibility. Search engines love meaty, original content. And they reward web pages in search results which they feel are most helpful to users. When companies create great, high-quality content, search engines sit up and take notice because such pages are most likely to give their searchers the information they want.
  • Boost brand appeal. Firms want to prove to customers that they are thought-leaders, but without good copy, that’s impossible. Customers want to see that a firm understands their needs and can solve their problems. Businesses can boost their brand appeal by creating informative content that deals with issues with which customers are struggling.
  • Increase the loyalty of customers. The more you give your customers, the more they’ll give back: well, that’s the theory at least. Content marketers use content to build relationships with customers, fostering a sense of familiarity and loyalty.
  • Lower long-term marketing costs. Paying for PPC advertising is not only expensive, but also less effective than organic methods, especially over the long-term. Creating content isn’t free: you have to pay writers or give up your own time. But over the long-term, great content can yield impressive dividends. Content tends to compound: the more you create, the larger the return on your initial investment. Many firms have successfully boosted the traffic to their websites using relevant, useful and exciting content while at the same time cutting their digital marketing costs substantially.

While the benefits of content marketing are clear, how to create great content isn’t. Although creating exciting content is an art (and something that’s unique to each business), there are some general strategies you can use to ensure that yours is effective.

Idea #1: Generate Landing Pages For Specific Customer Keyword Searches

 

Most companies today build landing pages for specific products. But there’s a case to take content marketing a stage further by creating landing pages for specific keywords, based on what users type into their search engine.

Creating keyword-specific pages with relevant information not only helps to boost relevance in search results, but it’s likely to increase conversions too. By providing suitable information to interested customers, you’re more likely to meet their needs and make a sale.

Idea #2: Incorporate Visuals

 

While blogging is still top dog for generating conversions, websites like Social Media Examiner, say that visuals come in a close second.

Including visuals in content marketing has many benefits. Visuals increase trust. Visuals also help to convey complex information about your product. Explaining the benefits of a software product in prose might be difficult, but a quick graphic, GIF or video could do the job much better in a fraction of the time.

Infographics are another great tool, with their popularity among businesses surging year after year. More than 58 percent of companies use them to discuss their products and motivate customers to buy.

 

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Idea #3: Run A/B Tests

 

Driving traffic to your website is something that most businesses can achieve without much fuss. But creating content marketing which converts is a lot more difficult. Few companies have a traffic problem, but most have a conversion problem. People land on their pages, consume a bit of their content, and then move on, without buying anything.

A/B testing is a valuable tool that companies can use to refine their conversion process. Testing different strategies for effectiveness versus the status quo helps to build useful pages that encourage customers to click the proverbial “buy button.” You can play with all sorts of features, like the copy itself, your CTAs, the colors on your website, and the type of imagery you use.

Idea #4: Share Your Values

 

All marketers worth their salt know that the most effective way to get inside customers’ heads is through storytelling. As human beings, we love stories. We’re captivated by them. But marketers often focus on product features and market advantage, without exploring the deeper meaning of what they do for customers.

The most successful companies tell customers stories about themselves, their products, and how they can meet their needs. Google, for instance, says that its top values are putting the customer first, making money without being evil, and a dedication to information flows across borders.

As a business, you can lace your content with your core values. Customers will get a sense of what you stand for, what’s important to you, and what you’re trying to achieve.

 

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Idea #5: Use Native Advertising

 

Customers are becoming increasingly burnt out by traditional banner advertising online. Most people just ignore the distractions and get right to the content they want, meaning that companies that use these methods are getting a poor return.

Native advertising looks just like regular informative content so that it doesn’t appear as advertising. Although some complain that it’s deceptive, there’s no denying its effectiveness: native advertising generates $17 of revenue for every $1 spent on content.

Idea #6: Snoop On Your Competitor’s Content

 

Analyzing what your competitors are doing is fast becoming essential. Monitoring allows you to keep track of their strategy, allowing you to react with changes in your own.

Competitor monitoring, for instance, helps you to see whether you’re missing any opportunities to convert customers with your content. If your competitors are converting 10 percent of their website traffic into sales and you’re stuck at 6, it could be a sign that your content marketing needs work. With monitoring, you can see their targeted keywords, links, and the number of clicks on particular pages.


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