Your business leverages the Internet to promote your products or services further. Meanwhile, your customers scours the World Wide Web to find helpful information. And that information comes in the form of content.
In her book Content Strategy for the Web, Kristina Halvorson said that a content strategy is “a lighthouse that keeps you headed in the right direction.”
Here are four reasons your business needs content strategy:
Your SEO Needs Content
Ascend2 released a Search Engine Optimization summary report last June 2015. According to the report, 72 percent of the respondents believe that relevant content is part of an effective SEO tactic. This is not surprising since you cannot optimize a website without content.
The finding only shows that content should be integral to your online marketing strategy. And to align your SEO goals with your content, you’ll need content strategy.
You Need to Know Your Why
Businesses nowadays find that having an online presence is important. But having a website full of content about you and your business doesn’t tantamount to increased return on investment. The same thing goes for a social media content that talks about nothing but you.
Sure, you have a website; but does it need a blog? Just because you have a company blog doesn’t mean your website will rank well on search engines. There are other things to consider such as structure, substance, and the manpower you’ll need to get things off the ground.
It’s easier to plan, create, and maintain a content if you know your goals. This tells you why you have an online presence in the first place. As a result, you get to craft content that build relationship with your audience.
Remember that mutual trust is what turns your audience into a customer.
You Need a Compelling Call-to-Action
Some businesses think that a simple “Buy Now!” is what drives the sale. What they don’t know is that call-to-actions are just triggers for a website visitor to buy.
CTAs won’t work unless you answer one crucial question: Why should your audience click that button?
Your “Buy Now!” button needs to come with a story compelling enough to make them click it. Plus, it should instruct your audience on what to do next.
If your content is about why your customers should buy your products, then a “Buy Now!” would be appropriate. But if it’s meant to convince them that your product is the best, that’s a different story. It’s either you bring them to a page full of case studies about your product or convince them to get a free demo.
This is where branding and messaging comes in. But it’s useless unless you have a content strategy that will guide your storytelling.
You Need Relevant Content for Every Stage of the Buyer’s Journey
According to Kevin Nichols, content strategy is “getting the right content to the right users at the right time.” That’s why it is important to have a ready content for your audience, regardless of where they are in the buyer’s journey. Otherwise, you can’t maximize your content’s ability to make a positive impact to your bottom line.
Piece of advice: Don’t slap your audience with whatever content you have. You have to be cognizant of their needs and the reason they’re visiting your site. That way, you’ll know which type of content to present and how you should present it.
Nowadays, search engines put in more weight on the importance of content. That’s why there is no better time to think about your content strategy but now. Are you ready to take the plunge?