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Why is your website’s content so important?

By 02 Jul 2019 August 14th, 2019 Content Marketing

They say beauty is only skin deep, and that sentiment rings the truest when it comes to your website. Your audience needs good content and would like it to be delivered on a nice, professional looking website. Between substance and aesthetics, the one that you cannot compromise on is pretty obvious.

What is content?

There are several formats to use when it comes to content marketing, and they aren’t mutually exclusive. It isn’t uncommon for a content marketing agency to combine these mediums. In fact, content marketing agencies often use a combination of them to make content stand out even more.

Here are six things you can leverage on to create better content: 

Blogs

A popular tool for smaller businesses, blogs are one of the best ways to boost content marketing. They boost SEO, drive organic traffic to your site, and keep visitors there via a ton of internal links.

Why is blog content important?

Blogs with content that meet specific needs are often indexed by Google, meaning that there is a higher chance of your website getting on the front page of search engines. If you don’t know why this is a good thing in 2019, it might be time to review your portfolio.

Consider this report from Forbes: pages that appear on the front page of Google make up 71% of search traffic clicks, and have gone as high as 92% in recent years (because Google’s self-learning AI is getting smarter at identifying what kind of information people are looking for). In contrast, the second page consists of a paltry 6% of all website clicks.

Let’s put that into perspective. If 100 companies are looking for a business service that you can provide, only 6 of them will see your blog if you’re on the second page of Google. Now add in the factor that only 10% of them may be interested in your services, and now you’re down to 0.6. 

If your blog lacks compelling content, you’re not going anywhere soon. You’re betting on maybe 2 companies to visit your blog and offer you business every month instead of your competitors, and it doesn’t take a statistician to tell you that those aren’t very good odds.

Case studies

Case studies provide firsthand information and tend to be easier to understand than books.

Case studies provide firsthand information and tend to be easier to understand than books
Case studies provide firsthand information and tend to be easier to understand than books

You’ve decided on marketing your company via advertisements. Problem is, there are so many different kinds to choose from, and your budget is limited. Should you go for a LinkedIn banner, a full-size newspaper ad, or a television commercial? 

This is where a case study comes in helpful. Case studies tell of your contribution to your customer’s successes in their respective fields. They help to highlight special applications of certain services, products and events.

Why are case studies important?

Case studies are popular because they provide real-life examples as to how your services can add value to a business. For instance, you can show data on how your company has utilized SEO to drive a website’s traffic up by 200%.

If you’re using case studies as part of content marketing, make sure you know which customers to use as case study examples. Preferably, you should get quotes from customers who have benefited greatly from your services to serve as a testimonial. Take note that you have to get their permission from individuals before putting their testimonies on your company site.

Videos

Videos are one of the most widely used tools in the digital marketplace. A third of all online activity is spent on watching videos, with a vast majority preferring YouTube as the main platform. Almost every digital marketing agency in Singapore will have a team that specializes in photography, filming, and video editing.

It’s also a brilliant return on investment. Brands that use videos can expect to see a huge boost in organic traffic from search engines, sometimes up to 157%. These visitors tend to spend more time on your site if your videos are engaging, which increases the chances of your company making a sale.

Why are videos important?

According to HubSpot, videos are expected to claim 80% of all web traffic by 2019. Consumers are more likely to purchase products after watching a video about it, and 59% of company decision makers would rather watch a video than read an article or blog post. 

In fact, digital marketing expert James McQuivey has estimated that a single minute of video content is the equivalent of 1.8 million words. For reference, the entire Harry Potter series was only 1.08 million words long. 

With a well-edited video, you can improve your chances of landing a sale. If you’re lucky, your video might even go viral on social media.

Infographics

Pictures help your audience to visualise what you’re talking about
Pictures help your audience to visualise what you’re talking about

Infographics make use of illustrations to make things easier to understand for readers. It is a very visual form of content marketing and breaks up the monotony of a wall of text. 

By themselves, infographics are not a particularly strong source of content. They have to be combined with other mediums to give greater context to your articles or videos. In a sense, infographics play more of a supporting role.

Why are infographics important?

Infographics help businesses to educate their audience, thus leading to added clarity when it comes to using your products. When your audience has a better understanding of what you can provide, it helps them to understand if they need your services or not.

Complicated subjects stand to benefit the most out of infographics, especially for information that contains a lot of bullet points and/or statistics. Having an illustration of your newer products can also help your audience to visualise what they are imagining.

Social media posts

One of the fastest growing content marketing methods currently, social media is a must-have for any aspiring business. Social media platforms such as Facebook, Instagram, LinkedIn, and Twitter will all help you to grow your business and establish relationships with your customers. 

Your company branding will come in very handy as a guideline. Imagine: if your company was a person, how would it use social media to communicate with its ‘friends’?

Why are social media posts important?

Because the majority of your interactions with the public body will be through social media, it sets the tone for your company. If you’re selling products to the younger audience, use trendier language. If you want to appeal to industry experts, keep your tone more professional. 

The most important factor when it comes to social media is consistency. One of the most well known social media accounts belongs to Wendy’s, who has never failed to deliver sassy comebacks at anyone who tries to poke fun at them. If they were to deviate from that identity, people might not be as interested in their Twitter account, leading to lesser chances of followers reading advertisements.

Your social media accounts should contain a healthy mix of informative and promotional content. These will help to create new leads, as well as alert your existing followers to sales and promotions. 

The greatest strength of social media lies in its ability to make things go viral. If you somehow manage to make your post go viral, there is a good chance that your business will get higher numbers of traffic.

GIFs/ memes

There’s just no escaping them. Deep down, you probably knew this section was going to appear, and you can relax knowing that you are right.

If you’re not familiar with the term, memes typically feature viral images that are paired with text to make it relatable. GIF stands for Graphics Interchange Format, and usually features a short video clip. 

Memes are often combined with GIFs.

Memes and GIFs have been mocked as ‘the millennial’s strange sense of humour’, but they still remain some of the most shareable types of content marketing out there today. 

Why are GIFs and memes important?

In today’s fast-paced world, the speed at which you can gather information from a GIF or meme is its greatest strength. They are also easy to share due to their relatively small file size, especially compared to videos. 

Most importantly, they’re fun. These two content marketing tools can entertain readers and get them to click on your profile in the hopes of seeing similar content. And if you’ve read until here, you already know why this is a good thing.

However, it might be in your favour to know how your audience will interact with memes. There are trends and hidden subtleties that accompany some memes, and they go out of style frightfully quickly. In order to remain relevant, it would be in your best interests to keep up with the trending memes, and filter out which ones are considered ‘high quality’. 

No matter how much thought you put into your website’s design and interface, your content will always be the star of the show. Everything else is secondary; pictures, graphics, and banners will only ever act as the supporting cast. 

Don’t let poor content hurt your performance. Contact us.

About Us

We’re Oats, a content marketing agency in Singapore. Do you need help getting your content marketing campaign off the ground? Get in touch with us! We’d be more than happy to collaborate with you.