Businesses often get told ‘content is king’ when it comes to outshining their competitors, but what does that actually mean? Web content refers to creative or informational elements added to a site such as blogs, case studies, infographics, videos or landing pages. These form the basis of what drives the right traffic to your website – i.e. those interested in the content you’re producing. This process is a vital part of ‘inbound marketing’ which refers to the technique used for attracting customers to your products and services.

But why is it important to create content regularly rather than a one-off or occasional action?

Keep Google Happy

So now you have your website, you can sit back and relax as the traffic floods to your site right? Wrong! New and fresh content is essential if you want to please the search engine ‘bots’ that decide where to place your website in the rankings. Sites that produce regular content that’s relevant to the sector they’re in will be recognised as an authentic and useful website for users looking for products and services like yours. High quality content that’s posted regularly in places such as your blog and social media pages will help show you’re a legitimate, active business. The bots will continually index new pages, looking for relevant key terms, as well as any other posts you’ve linked to in the page. That’s why it’s important to create a content schedule and stick to it.

Establish Your Authority as an Expert

It’s important to understand the type of content your audience is interested in or searching for, ensuring you become an expert in your niche or industry. This includes covering on-trend topics and understanding your buyer’s changing motivations. What drove traffic to your site when you first established your business may not be what your customers are focusing on now. Recognising areas of interest to your target audience can also help increase leads, develop a greater understanding of popular topics and enhance conversions. Use content to explain difficult concepts, assisting users in their decisions.

Build Loyal Customer Relationships

Businesses sometimes struggle to make connections with their audience because they often remain faceless. However, content can help with this, becoming the voice your target audience wants to hear when it comes to issues and subjects of interest in your industry. This could be anything from your thoughts on the latest technology to helping them with a challenge they face. This type of valuable information will help grow trust with customers. You can even use your content to let others know about changes happening within your business such as promoting a new product you’re offering or a new employee who will be bringing a wealth of expertise to your services.

Reach Your Business Goals

Delivering the right messages to a larger audience makes content important for driving your business in the direction you want it to go. Perhaps you’re expanding into other areas or want to push some services over others. Use content to your advantage, ensuring it’s a key part of growing your business and showing your audience why they should choose you over your competitors.

Start creating regular content to see the difference it makes.

JJ Solutions provides blog writing and copywriting as part of their professional web design and search engine optimisation services. If you would like to start creating regular content for your site, get in touch.