Content is King – for Conversion’s

We have all heard that “Content is King”, but why? Did you know that content can have a dramatic impact on conversions? The reality is that visitors to your website reside in an information gap that puts them in one of the four bands of the conversion funnel.  If they know you, your brand and your offerings then your job of moving them into action is easy.  If not, the prospect can get stuck in your conversion funnel. But, if you have a great content strategy it may be the key that pushes them down the funnel stirring up desire and moving them to action.  Content helps you build a relationship with your potential customers and establishes your company as a resource for the buyer during their information gathering phase.

 

Writing an article or blog post about your product or service provides a different level of engagement.  Consider your own buying habits or a recent purchase you made online.  If the website owner has put in the extra effort of telling a personal story or has painted the picture of the product or service at work, would you be more or less likely to purchase the product on their website?  More importantly, could you see yourself going back to that website if you were looking to get information on your next purchase?   Creating a dialog with your with your website visitors through content should be an important part of your business plan.

 

When creating content it is important to keep the conversion funnel in mind, as the message for someone at the awareness stage may be quite different from someone at the desire stage.  Features help create interest, benefits help create desire and the desire for the end result helps create action.  Also, do not forget to use SEO tactics and inject keywords into your content.  Take the opportunity to infuse keywords for the product or service you are writing about and provide links to other content on your site that support their information journey, pulling them deeper into your site.

 

If 2013 brings plans for a new or continued effort in online advertising we are confident that content creation will play a major role in making the most out of those clicks!

 

All the best for 2013!

 

Posted by: Greg Gossler

 

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