You know that getting visitors for your website is what makes you successful online.
In fact, you know that traffic is what makes every online business successful.
- If you’re investing in your website to reach other business operators, you need traffic to your site.
- Or you can be an agency, law firm, or office equipment retailer, you still need traffic to your site. It drives new business prospects.
Whatever the case may be, it all boils down to you needing traffic to come in to your site.
The best way to drive traffic to your site? You need to publish content, of course.
“For more panda-crafted content, visit our website blog at Fat Panda Design.”
WHY AND HOW CONTENT WORKS
Your content is your way of telling stories about your company. There are a lot of topics you can come up with in your stories. Your website’s topics can range from case studies, industry success to relatable anecdotes.
Through your content (or stories), you create the following:
By acquiring web traffic, you gain unprecedented awareness that you won’t get offline. You go where your audience is. Your content can reach your customers wherever they may be.
This even works better if you can sell internationally. If you sell products that can be delivered remotely, your website and its contents will allow you reach an audience that you’ll never find at a local conference.
After discovering your website, you want your audience to “warm up” to you. It’s like meeting a new friend. You introduce yourself and you tell them about you.
Once your visitors warmed up to you and if they keep reading, they’ll be more inclined to contact you.
By publishing regularly, you not only keep your website fresh but you also keep those customers coming for more. If you set their expectation that your online presence is living and breathing, they’ll stay tuned.
Marketing expert Salma Jafri, talks about how you can use a content marketing funnel to organize your content in this video:
HOW TO CREATE CONTENT THAT FITS YOUR AUDIENCE
Determine what topics to focus your content on by:
DEFINING YOUR BRAND
Some people thought that branding was just a logo or a tagline that you want your business to be known for. It’s a lot more than that.
Marketing legend Seth Godin defines branding this way:
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
How people perceive your product or service based on their engagement with you is what branding is all about. For you to make it work, you need to have a great relationship with your customers or followers.
You create this brand relationship with your online followers through content. You should keep publishing about what your business stands for in order to create a lasting impression that keeps them coming back for more.
DOING A DEMOGRAPHIC SEARCH
This is important for you to better understand your audience and preferences to develop your content better.
You can use free tools like MakeMyPersona to document the characteristics of your audience. You can also refer to analytics tools like Facebook Analytics or Alexa to understand an audience’s demographic information.
Based on your understanding of the audience, you can craft content that fits their hopes and dreams.
LISTENING TO SOCIAL MEDIA
Reasons why you should listen to social media:
- It’s totally free and unobtrusive. You can now find anything and everything on social media.
- You get to know customers’ preferences, their way of life and their needs.
Once you understand your audience’s language, you can focus your content on those topics. Listen on social media via hashtags, brand mentions and trending topics. You will be able to come up with a lot of topics in a day just by being active on social media.
KNOWING WHAT PEOPLE ARE LOOKING FOR
You can perform research beyond social media. If you know what you’re looking for, you can easily spot trends.
One way of doing this is by using Google Keyword Planner. It lists popular keywords on the particular topic that businesses are paying a lot of money for. Moreover, you will also be able to know which keywords and people are searching for. That should give you ideas on what topics to target with your content.
CHECKING YOUR COMPETITORS
You know what you’re up against, what your competitors have done, and what kind of visitors they are targeting.
This is so you can do a lot better than they did.
Brian Dean’s Skyscraper technique is exactly that. The 3 steps that make up this technique are:
- Find link-worthy content
- Make something even better
- Reach out to the right people
Find the tallest skyscraper in your niche and add more stories to that so you can be the best. People will always want the best. If you can give it to them, they’ll refer to you over the competition.
Research and tools can help you determine who your target audiences are.
To give you a better idea, here’s an infographic about how to determine your target audience using market segmentation:
Once you know who you are targeting, it’s time to choose the right channels and content you can write about.
RESULTS YOU CAN EXPECT
By targeting and writing content for different audiences, expect:
- An increase in traffic.
- More leads.
- Increase in sales.
Below are some case studies on how some business and business owners used content creation and marketing to boost lead generation and sales.
1,292 Words versus 488 Words Case Study
The result? The original converted 7.6% better than the new variation. This shows that long contents not only boosts conversion but also helps in increasing ranking. They also found out that the leads coming from the long copy were more qualified than the other variation.
Longer articles aren’t necessarily better. The lesson I’m sharing here is the power of building a content-rich website. When your visitors land on your website, is there enough to keep them around? Do you have sufficient content to keep them scrolling and clicking?
141% of Sales Quota Attainment
Blackbaud, wanted to show their target audiences the benefits of what they were offering. They created a content campaign that included case studies, videos, seminars, quiz and a survey that worked with their existing content
The result? 800 qualified leads for sales (141% of quota attainment), contents are now used by sales as tools for the sales process and better leads coming in to their site.
OVER TO YOU
Want to reach new audience? Investing in your digital marketing is the key. Write more and better contents, because there is no such thing as limited topics!
Build that business website, keep writing and embrace the traffic!