Any content you publish online has value – from web pages to social media. But a steady effort can turn your content into your company’s greatest asset. Over and over, content marketing proves most effective at growing loyal customers and producing higher returns. Marketers who focus on improving the quality of content see more success than with any other strategy, including SEO, video, and even audience research.
The various possibilities for producing content can quickly overwhelm even seasoned creators and marketers. But when you focus on doing one format consistently well, you will see success. At Proofed, we can help you leverage the many benefits of scaling up your unique content for all your audiences.
The benefits of high-quality content:
Content makes it easier for your potential customer to find you online. The more you realize the searcher’s intent, the more relevant content you can create for them to find you and stay. Imagine their journey and how your words read like signposts to them along the way by providing:
With your home page or channel, people can always find you. Keep providing value from first impressions – turning cautious potential customers into loyal fans.
Year after year consumers make clear that they prefer helpful content to ads. About three out of four people dismiss advertising for content when deciding on brands. Over half of all business leaders look to content for thought leadership. And businesses with quality content see at least three times the leads of paid ads for every dollar spent, with many times more in customer conversions.
No formula guarantees the highest-performing content, but market benchmarks show where audiences turn to get educated, entertained, engaged, and persuaded:
The more value your content delivers, the more valuable your content will be over time.
Paid ads last only as long as your budget, but well-written content remains for years. Treat your content like currency. Long-term, it returns both financial profits and intangible benefits that can’t always be measured.
Costs for publishing your content range from using your own time and talent to many thousands of dollars per month, depending on your company size, ambitions, and processes. But on average, costs are 35% less than traditional paid advertising.
Many businesses may not realize that they already benefit from a simple blog or social media presence. Even those visitors who don’t buy anything bring benefits – through word of mouth, shares, subscriptions, and community building. The more you cultivate usable content, the more you benefit:
The cost of providing no content looks even higher when you consider returning customers.
The possibilities for creating content that customers crave are limitless – from blogs and videos to ebooks or social media. Take control of your content potential before it takes control of you by planning clear priorities.
Most marketers agree that content is more effective when not published too frequently. Try to master one format well before scaling up, and you will have a hub of lasting content that customers seek out:
Organize content for your customer’s journey:
As you track progress from clicks to sales, you can scale up or distribute more content across numerous channels.
Your content comes to life when you are clear on who you are, what you do, and why it matters to the customers you care about. How you tell the story of your brand can be as unique as your business. Audiences recognize consistent values, true promises, and personal commitment. Stay authentic and they will identify your brand with their best interests.
Let your brand voice emerge naturally by connecting with customers beyond superficial tone and style:
The character of your content sets your brand apart. Stay true to your core values, and customers will stay with you even as your brand evolves.
People want to buy from businesses they believe in. They tend to trust branded websites with clear brand voices – but they will soon stop buying if they lose trust.
Customers get to know you through your content. Keep them on the same page as you, looking forward to your next offering. Take opportunities to:
Content with integrity increases your credibility and wins brand authority even in search engines. It inspires brand loyalty with reviews and referrals.
Each piece of content you produce stands alone – from article to blog and email to video. But they all ultimately work together, providing multi-layered value. Each new piece of content is an opportunity to improve and refine the quality of your messaging.
Help guide your audience through your content toward win-win goals. Whether you aim to build brand awareness, inspire trust, or introduce a new product, find ways to integrate guideposts for their journey:
Every team manages content differently. Take advantage of unexpected talent and resources across your organization by utilizing the different strengths of your teams – whether it’s one writer or several marketers and strategists.
Most successful content marketers document their content marketing strategy. It shows that collaboration among teams can help you gain new insights and gather data, thus contributing to your content:
Even top decision-makers and stakeholders realize the long-term returns of quality content. They are more likely to reallocate resources toward content development, including outsourcing.
Tools for measuring content provide key insights into performance and processes. They offer various ways for tracking customer responses, but, as with creating content, you should take control of them by focusing on your priorities.
Metrics tools don’t need to be elaborate for big-picture indicators. You can start at any point with a simple spreadsheet and analytics software.
Metrics help to:
Other basic useful tools include SEO keyword search, calendars, email software, writing and editing tools, and brand management software.
No content is perfect. But audiences and search engines recognize content of consistent quality. Brands that use even a simple style guide for consistency in language and format show an increase in revenues by 23% on average.
At Proofed, we help the most experienced teams fine-tune and scale up their content with ease. Let our creative and technical experts:
Contact us for any of your content editing or proofreading needs!
Want to bite down on your content crunch?
Let’s talk about the support you need.
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